The Customer

Grasim Industries, a subsidiary of the Aditya Birla Group, is a leading Indian conglomerate with diversified businesses. Grasim recently ventured into the paints market with the launch of Birla Opus Paints, aiming to revolutionize the industry and achieve a leadership position. The brand sought innovative ways to engage its business clientele—distributors, retailers, and partners—and invite them to the exclusive Birla Opus launch expo.

Key Results

• Personalization at Scale: Over 50,000 personalized videos were generated in Hindi and English.
  
  
• Higher Engagement: Personalized invitations with names and company names increased recipient engagement.
  
  
• Streamlined Distribution: Videos were delivered via customized, branded landing pages.
  
  
• Efficient Turnaround: The campaign went live within weeks, achieving impactful outreach ahead of the expo.

Challenge 

Grasim faced the challenge of engaging a large, diverse audience of distributors and retailers in a personalized manner that reflected the stature of the Aditya Birla Group and the innovative ethos of Birla Opus Paints.

Additionally, Kumar Mangalam Birla’s limited availability for recording necessitated precise planning and execution. 

The campaign also needed a scalable solution to generate and distribute over 50,000 personalized video invitations efficiently while maintaining high production quality.

Solution 

Grasim partnered with Studio by Gan.AI to leverage its cutting-edge personalized video technology. The campaign featured Kumar Mangalam Birla, the chairperson of the Aditya Birla Group, as the face of the invitation.

Studio by Gan.AI enabled:

Video Personalization: Grasim recorded two template videos in Hindi and English, with Mr. Birla addressing recipients by their first names and company names.‍

Custom Branding: Each video was delivered on a branded Birla Opus landing page featuring the recipient’s name prominently in the header.‍

Scalable Technology: The Studio platform processed data from a CSV file, dynamically inserting variables (name and company name) into the videos and generating 50,000 personalized outputs efficiently.

Campaign Execution

1. Pre-Production: Scripts were crafted in Hindi and English, ensuring cultural relevance and alignment with Grasim’s tone of voice. Mr. Birla’s recording session adhered to Studio’s guidelines to optimize video quality.
   
   
2. Recording: Two templates (Hindi and English) were recorded with Kumar Mangalam Birla. Ensuring natural delivery and accurate lip-sync for personalization.
   
   
3. Video Generation: Using Studio’s advanced AI, varia bles such as recipient name and company were dynamically added to the videos, with pitch-perfect voice cloning and seamless lipsync in both Hindi and English.
   
   
4. Landing Pages: Videos were distributed through customized landing pages, designed to reflect Birla Opus’ branding. The pages featured the recipient’s name boldly in the header and included actionable CTAs for RSVP.
   
   
5. Distribution: Due to file-sharing restrictions, Grasim utilized web links to the videos hosted on Studio’s platform, ensuring seamless accessibility.

Delivery Method

• Custom Landing Pages: Personalized landing pages provided a branded, user-friendly experience.
  
  
• Integration: Links were shared with recipients via WhatsApp, leveraging existing communication channels.

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