Quess x Gan.AI: Personalized Campaigns with Jasprit Bumrah

The Customer

Quess Corp, India’s leading business services provider, recently partnered with Studio by Gan.AI to enhance their customer and employee engagement as part of their #FindYourWings campaign. Leveraging their newly signed brand ambassador, Jasprit Bumrah, Quess executed three groundbreaking campaigns that redefined personalization through AI-powered video generation.

Key Results

Videos generated: Over 150,000 personalized videos.‍

Efficiency: Reduced video creation time per asset, allowing timely execution across campaigns.‍

Engagement: Witnessed a significant uptick in message retention and brand affinity due to personalized interactions.

Challenge

Quess aimed to strengthen their branding and employee engagement through hyper-personalized campaigns while minimizing production costs and timelines. The challenge was to achieve scalability without compromising quality, especially given the high-profile nature of their collaboration with Jasprit Bumrah.

Key challenges included:

1. Creating videos that seamlessly personalized recipient details without repetitive production cycles.
   
   
2. Integrating dynamic visual elements (e.g., personalized jerseys) for impactful storytelling.
   
   
3. Using end-to-end AI avatars to generate engaging and consistent videos for internal events.

Solution

Quess utilized Studio by Gan.AI to execute three distinct campaigns:

1. Personalized Diwali Wishes

Quess recorded Jasprit Bumrah’s Diwali greeting:

"Hi [Name], Quess, India ki number one staffing company aur meri taraf se aap aur apke pariwaron ko Diwali ki shubkamnayein."‍

Utilizing Studio by Gan.AI’s voice cloning and lip-sync capabilities, seamless personalized videos were generated and distributed via WhatsApp to employees.

Highlights:

• Warm, festive greetings personalized for individual recipients.
• Quick generation and seamless delivery at scale.

2. Personalized Hiring Celebrations

Two videos in this campaign celebrated new hires and their referrers

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Video 1: Congratulated the referrer’s role in the hiring process.

"Badhai ho [Name1]! Aapke apne [Name2] ko Quess mein ek shandaar naukri mil gayi hai." ‍

Jasprit holds up a jersey featuring the new hire's name

‍Quess ek aisi company hai jisne 6 lakh logon ko naukri dekar kamiyabi dilayi hai. Humein behad khushi hai ki [Name2] bhi hamari winning team ka hissa ban chuke hain. Toh ab der kis baat ki? Iss khushi ko apne doston aur rishtedaron ke saath zaroor share kijiye.”

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Video 2: Focused on welcoming the new hire.

"Badhai ho [Name]! Aap ban gaye hain India ki sabse badi team Quess ke naye khiladi. ‍

Jasprit holds up a jersey featuring the new hire's name.‍

Nai naukri ke liye aapko bohot shubhkamnayein. Iss video ke saath bheje gaye link ko apne doston ke saath share kijiye, jo aapki tarah Quess team mein shamil hokar champion banna chahte hain. Aapki zindagi ki sabse badi field mein aapka swagat hai."‍

The videos included dynamic motion graphic personalization (jerseys) and voice/lip-sync personalization.

Highlights:

• Enhanced emotional connection with audiences through visual and verbal personalization.
  
  
• The scripts celebrated both the referrer and the new hire, making the campaign highly inclusive and emotionally engaging.
  
  
• Dynamic jersey personalization added a tangible sense of team inclusion.

3. End-to-End Avatar for Sangam 2024

For Quess’s annual employee event, Sangam 2024, an end-to-end avatar of Jasprit Bumrah was created. Personalized invitations were generated for two groups: those attending in person and those tuning in virtually.

Scripts:

Video 1: "Hi [Name], Sangam 2024 is on December 10th at White Feather in Bengaluru. I want you to be there to celebrate with your colleagues. Save the date for this fantastic and bolder-than-ever event."

Video 2: "Hi [Name], Sangam 2024 is on December 10th at White Feather in Bengaluru. I want you to tune in to celebrate with your colleagues. Save the date for this fantastic and bolder-than-ever event."

Highlights:

• Jasprit Bumrah’s AI avatar, trained on initial footage, maintained consistent tone and energy across all videos.
  
  
• Videos were generated instantly from a script, significantly reducing production timelines.

Campaign Execution

Training & Asset Creation:

- A single recording session captured all required footage and training data for Jasprit Bumrah.

-Base assets were prepped with meticulous post-production to ensure smooth transitions and seamless personalization.

Video Personalization at Scale:

- Variables like names and dynamic graphics (jerseys) were integrated using CSV files to generate personalized video variations simultaneously in large quantities.

- WhatsApp was utilized for mass distribution, ensuring high visibility and accessibility.

Feedback & Iterations:

-Close collaboration with Quess ensured all assets met their quality expectations, including improvements in lip-sync and audio tone.

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