Mindshare, India’s full-service media agency, has launched an interactive campaign with Mallika Dua - a renowned comedian and social media influencer, as part of Idea 4G #IndiaKaLiveNetwork initiative. The campaign is an attempt to bring alive the experience of video calling with a renowned celebrity in real time.
Mindshare and Idea 4G unveiled a voice-enabled AI-led interactive video chat bot ad campaign that enabled millions of users to interview Mallika Dua. This was co-created by mCanvas, the experiential storytelling ad platform for small screens. The tool allows users to interact with Mallika, and ask her questions ranging from personal trivia to power of live videos by tapping on the mic icon.
Trending questions are also prompted at the bottom of the screen which the user can scroll through and ask Mallika. The innovation is done through live media banners placed on popular websites, which can be accessed through mobile phone browsers.The experience is designed to be seamless and resemble a live video call with the user's own face seen on the screen. This experience can last for as long as the user has questions to ask and also allows users to ‘Get Idea’ in just a few clicks.
The innovation uses Artificial Intelligence (AI) where the ad creative listens to user questions in English and Hindi, using Machine Learning (ML) to analyse all the questions asked by previous users and increase accuracy of the responses. For example, if a user asks a question in Hinglish, the AI detects that it contains English and Hindi. Next, the ML helps accurately assign a relevant answer to that question.