Mumbai: This New Year, Seagram’s Imperial Blue packaged drinking water has partnered with Colors and Wavemaker India to launch AI technology-driven personalised new year greetings. The campaign will feature celebrities from its last two co-created campaigns – Karan Kundra, Pratik Sehajpal, and Nishant Bhat.

This is the first time a brand in this category has used AI technology to do such an innovative campaign. Multi-talent and multiple-syllable voice video synthesis has been crafted and deployed as a category-defining innovation.

Pernod Ricard India general manager of marketing Ishwindar Singh commented on the partnership, saying, "It's great to partner with Colors on this AI-enabled, clutter-breaking innovation. This unique partnership will enable our audience to surprise their loved ones with a personalised, light-hearted new year message featuring their favourite TV stars. With Colors, we are happy to create a unique moment of conviviality between Seagram’s Imperial Blue packaged drinking water, our consumers, their family, friends, and loved ones—and for the first time—their favourite stars. Spreading cheer during the new year aligns strongly with the brand's core philosophy of inspiring its patrons to embrace life with a smile.

Viacom18 head of branded content Vivek Mohan Sharma said, "It’s a one-of-a-kind, breakthrough campaign where we are experimenting with newer ways to integrate technology in brand stories. This creates a high impact, immersive experience for consumers. We are proud of this innovation and grateful to our partners for trusting our vision."

This AI activity will encourage the viewers to go to a microsite at www.colorstv.com/becausemenwillbemen, select their favourite artist they would like wishes from, enter the names, and the video will be created with personal wishes from their favourite celebrities. The videos will be downloadable and shareable on WhatsApp and social media sites like Facebook.