Centerfruit partners with BharatGPT.ai, WPP, and Google Cloud to launch India’s first voice-based GenAI brand campaign for feature phone users in rural UP.
New Delhi, 1st July 2025: Centerfruit, from Perfetti Van Melle India, has unveiled a groundbreaking ‘Centerfruit Tongue Twister Challenge’—a first-of-its-kind voice-based GenAI campaign designed to reach rural audiences without internet, apps, or smartphones. In collaboration with WPP, BharatGPT.ai, and Google Cloud, the campaign directly calls feature phone users, turning simple phone conversations into fun, gamified tongue twister challenges in local dialects.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said,
> “The latest Voice AI activation is a game-changer, enabling us to have real conversations with consumers outside the traditional digital ecosystem.”
Using advanced voice infrastructure deployed on Google Cloud, BharatGPT’s AI analyzes speech in real time, scores pronunciation, and responds in regional dialects. The addition of Google’s Gemini model ensures live, accurate feedback, transforming rural engagement with witty, localised interactions that don’t require internet connectivity.
Ajay Gupte, CEO – South Asia, Wavemaker, added,
> “Our campaign shows how voice-based GenAI can bridge the digital divide, delivering immersive brand experiences to rural India.”
This inclusive innovation brings Centerfruit’s playful brand spirit to millions previously unreached by digital media, setting a new benchmark in rural marketing.
youtube Link: https://www.youtube.com/watch?v=X6-dYmD8o9w