Coca-Cola x Gan.AI: AI-Powered Fan Engagement with SRK’s Voice

The Customer

Thums Up, a leading beverage brand under Coca-Cola India, is known for its bold and powerful branding. As an official partner of the ICC Men’s Cricket World Cup 2023, Thums Up aimed to energize Indian cricket fans and reinforce belief in Team India during the tournament.

Website: Coca-Cola

Industry: Beverages / Sports Sponsorship

The Campaign

‘Believer Bot’ - AI-Driven Fan Engagement

Thums Up launched the ‘Believer Bot’, an AI-powered campaign designed to turn doubters into believers by responding to cricket fans' skepticism with real-time, AI-generated voice messages from Bollywood superstar Shah Rukh Khan. 

Using Gan.AI’s voice cloning technology, Thums Up created a first-of-its-kind interactive AI experience that engaged fans across social media platforms like Twitter/X.

Platform Focus: Twitter/X

Key Talent: Shah Rukh Khan

Objectives

• Boost Fan Morale: Reinforce unwavering belief in Team India by countering doubtful social media conversations.
  
  
• AI-Powered Personalization: Deliver tailored responses to cricket fans using Shah Rukh Khan’s voice at scale.
  
  
• Maximize Engagement: Create an interactive experience that fuels excitement during the World Cup.

The Challenge

Traditional social media campaigns often struggle to cut through noise and engage fans in real-time. Thums Up needed a campaign that:

• Countered skepticism effectively, offering credible, data-driven responses.
  
  
• Leveraged a powerful influencer (SRK) without requiring continuous manual recording.
  
  
• Scaled dynamically to reach millions of cricket fans in an authentic way.

The Solution: AI-Powered Voice Cloning with Gan.AI

To bring the campaign to life, Thums Up partnered with Gan.AI to clone Shah Rukh Khan’s voice, enabling real-time, personalized engagement.

How It Worked:

1. Real-Time Sentiment Analysis - The AI bot monitored Twitter/X for tweets with the hashtag '#BeliverBot'.
   
   
2. Voice Cloning with Gan.AI - Using Gan.AI’s advanced speech synthesis, SRK’s voice was trained to respond authentically.
   
   
3. Data-Driven Responses - The bot generated fact-based, witty replies infused with SRK’s signature charm.
   
   
4. Automated & Scalable Engagement - Thousands of fans received personalized messages in real time.

User Journey

1. Doubt Detection: The AI bot scanned Twitter/X for skeptical tweets with the branded hashtag.
   
   
2. AI-Generated Response: The bot crafted a response using real-time match data and SRK’s AI-cloned voice.
   
   
3. Personalized Fan Interaction: The response was delivered as an audio message or tweet, reinforcing belief in Team India.
   
   
4. Social Sharing & Virality: Fans engaged with the AI-driven replies, spreading the campaign’s impact organically.

Results & Impact

• 1.42 million impressions across social media.
  
  
• 32.5 million+ reach, amplifying the campaign's influence.
  
  
• 97.1% positive sentiment shift, proving the effectiveness of AI-driven engagement.
  
  
• AI-Powered Fan Engagement: Pioneered a new form of interactive marketing using voice cloning at scale.

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