Categories Name : AI
Sub-Category : Best AI-Led Consumer Experience
Campaign Name : ZMVK - AI Dialogue Challenge
What made the ZMVK – AI Dialogue Challenge special was not just the technology behind it, but the behaviour it unlocked.
India doesn’t just consume content anymore — it reacts to it, remixes it, adds its own humour to it and turns it into conversation. As a brand built around joy and togetherness, Vadilal wanted to participate in this culture instead of interrupting it.
Built under the larger “Zara Muskuraiye, Vadilal Khaiye” platform, the ZMVK – AI Dialogue Challenge invited audiences to create their own quirky Vadilal-style dialogues inspired by everyday banter, meme culture and relatable internet humour. Using an AI-BOT led WhatsApp interaction, these dialogues were transformed into personalised branded video clips that users could instantly share with friends and across social media.
What began as a fun digital activity quickly evolved into a large-scale participative movement.
Within just 30 days:
* 44,000+ users participated in the campaign
* 24,000+ video requests were generated
* 20,700+ unique personalised videos were created
* The campaign delivered over 16.3 million views
* Generated 8 lakh+ engagements across digital platforms
More importantly, audiences did not engage with the campaign like an advertisement. They engaged with it like internet culture.
People began sharing their versions, tagging friends, creating inside jokes and adding their own flavour to the campaign. The content felt native to how people already communicate online — playful, expressive and highly shareable.
To further amplify the movement, Vadilal collaborated with over 50 creators across comedy, youth and lifestyle categories, encouraging audiences to “add their own twist” to the campaign. This helped the idea travel organically across regions, languages and audience groups, significantly increasing the campaign’s reach and cultural relevance.
For a legacy FMCG brand in a highly cluttered category, the ZMVK – AI Dialogue Challenge helped Vadilal move beyond traditional seasonal communication and become part of everyday digital conversations.
The result was not just strong engagement metrics, but genuine participation at scale — helping Vadilal strengthen brand love, increase share of voice and build deeper emotional connections with younger digital-first audiences.