Categories Name : SPECIAL AWARDS
Sub-Category : AI-Driven Marketing Innovator
Campaign Name : Centerfruit's 'Kaisi Jeebh laplapayi'
The Centerfruit Tongue Twister Challenge redefined what AI-driven marketing can look like in a country where digital access remains uneven. By deploying voice-based GenAI through basic feature phones, the campaign reached 1.5 million users in rural Uttar Pradesh without requiring internet connectivity, smartphones, or app downloads. That scale, achieved entirely through a phone call, is a direct measure of how purposefully the AI infrastructure was built and deployed.
The AI stack at the heart of the campaign was genuinely sophisticated. BharatGPT.ai processed user speech in real time, converting voice to text and generating witty, brand-aligned responses in local dialects. Google's Gemini multimodal AI evaluated each tongue-twister attempt and delivered instant scoring based on pronunciation, pace, and clarity, creating a feedback loop that felt responsive and human despite being fully automated. Google Cloud's scalable infrastructure ensured the experience could handle millions of simultaneous interactions without degradation in quality.
The business results validated the AI strategy comprehensively. The campaign delivered an 11% uplift in brand awareness and a 15% uplift in consideration among the target rural audience, two metrics that directly reflect the depth of engagement the voice AI enabled. More significantly, focus districts recorded a 5% volume uplift over and above organic growth, demonstrating that AI-led engagement translated into measurable purchase behaviour, not just interaction data.
Qualitatively, the campaign achieved something rare: it made AI feel inclusive rather than aspirational. By meeting rural consumers on infrastructure they already owned and trusted, a basic phone, and conversing with them in their own dialects, the brand removed every barrier between technology and participation. The gamified tongue-twister format ensured the experience was entertaining and repeatable, not transactional.
Centerfruit demonstrated that AI-driven marketing does not require premium devices or urban audiences to deliver premium outcomes. By deploying multilingual, voice-first GenAI at scale across underserved markets, the brand set a new benchmark for what responsible, innovative, and results-oriented AI marketing can achieve in India.