Categories Name : Enabling Technologies

Sub-Category : AI & Machine Learning

Entry Name (Campaign) : Dark Fantasy - Biting into a million fantasies

Results

#MyFantasyAdWithSRK was a first-of-its-kind initiative which gave every individual the opportunity of a lifetime – to co-star with SRK in their very own Dark Fantasy ad and be pampered by him. The virality of the campaign exceeded all expectations, achieving a 300% boost in social chatter, making Dark Fantasy the most talked-about cookie brand and garnering earned media worth $4million. It broke all records for user engagement with a peak of 65,000 requests within just 6 hours of the website launch. Overall, 1 million + users created their personalised video including celebrities, influencers, TV stars. The campaign led to a stupendous 25% increase in market penetration and 41% spike in purchase intent. This phenomenal engagement level validated the campaign's ability to captivate and resonate with the audience on a massive scale. The strategic use of generative AI technology not only facilitated a unique brand-consumer interaction, but also significantly elevated visibility & appeal.