The Customer

Hindustan Unilever Limited (HUL) is the powerhouse behind some of India’s most iconic consumer brands, from Surf Excel to Dove to Vim. While these products reach millions of homes, HUL’s real strength lies in its network of local retailers who keep this massive operation running. The Shikhar app, HUL’s digital bridge to over 1.3 million retailers, empowers kirana stores to order directly and efficiently from HUL’s distribution network. However, as HUL expanded its reach, it saw an opportunity to boost engagement on the app, aiming to give these small businesses even more tools to thrive.

Website: HUL

Industry: FMCG | Retail

The Campaign - Power to the Retailer

HUL’s "Power to the Retailer" campaign was about one thing: giving local store owners the ability to supercharge their customer outreach through cutting-edge personalization. To do this, HUL teamed up with us at Gan.AI to deliver something truly innovative: personalized video ads featuring Bollywood star Arshad Warsi. These videos weren’t just generic ads—they were customized for each retailer, right down to the store name, products, discounts, and even home delivery options. It was the kind of digital marketing power that had typically only been available to large corporations, but was now in the hands of small business owners.

‍Challenge

With over 1.3 million retailers on the Shikhar app, HUL recognized the potential to enhance engagement by providing these retailers with tools that could drive footfall and sales in an increasingly digital marketplace. The challenge wasn’t just about re-engaging existing users; it was about equipping them with a competitive edge to reach customers more directly and personally than ever before. HUL wanted to make it easy for every retailer to promote their stores in a modern, impactful way—meeting the growing demand for personalization in marketing.

Solution

We worked with HUL to develop a fully scalable AI-powered solution that allowed retailers to create highly personalized video ads featuring Arshad Warsi. These videos were tailor-made for each store, with Warsi personally endorsing their specific products, highlighting promotions, and even mentioning the store by name—all seamlessly generated by Gan.AI’s platform.

Here’s what set our solution apart:

• Real-time personalization: Retailers could choose the HUL products they wanted to promote, set custom discounts, and add details like home delivery options. Our AI ensured that all of this information was seamlessly integrated into the video, both visually and audibly.
• AI voice cloning and lip-syncing: Arshad Warsi wasn’t just a face in the video. Our AI replicated his voice, and our lip-sync technology ensured that his personalized endorsements—whether in Hindi or English—were delivered naturally, as though he was speaking directly to the store’s customers.
• Instant creation and sharing: Retailers could generate their own video ads in just a few minutes through the platform. These ads were then easily shared via WhatsApp, social media, and email, allowing store owners to connect with their customers instantly.

How It Worked

1. Retailers choose their promotions: Retailers selected the HUL products they wanted to promote, set discounts, and added store-specific details.
2. AI-personalized video creation: Using Gan.AI’s platform, personalized video ads were created in real-time, featuring Arshad Warsi promoting the store and its offers.
3. Seamless sharing: Retailers then shared these personalized videos through WhatsApp, social media, and email, engaging their customers with fresh, personalized content.
4. Enhanced engagement: The combination of AI personalization and direct communication led to increased engagement and greater customer footfall for the participating retailers.

Key Results

The "Power to the Retailer" campaign delivered impressive outcomes, transforming how small businesses interacted with their customers and demonstrating the power of AI personalization in driving real-world business results.

• 📉 27% reduction in dormancy: Retailer engagement surged as the campaign reactivated previously inactive users on the Shikhar app.
• 📈 10% increase in monthly active users: The personalized video ads contributed to a 10% growth in MAUs, with retailers embracing the app as a powerful marketing tool.
• 🛒 2X increase in sales and 1.5X increase in home deliveries: The campaign directly contributed to a doubling of sales and a 1.5X boost in home delivery orders.
• 📲 Video creation every 15 seconds: Personalized video ads were generated at a rapid pace, with a new video being created every 15 seconds. In total, over 250,000 videos were produced, reaching more than 5 million households.
• 🎯 250,000 personalized offers: The campaign allowed retailers to create over 250,000 unique offers, giving them the ability to tailor their promotions directly to their customers’ needs.‍
• 🏆 Industry recognition: The campaign, known as “Circuit bolega toh sunega India,” was a standout at the Emvies 2024, winning a silver medal for its innovative approach to personalized marketing.