From bringing lost moments to life and reviving legends to crafting virtual valentines and custom cravings, AI has become advertising’s most imaginative collaborator.
This AI Appreciation Day, we look beyond the buzzwords and spotlight the campaigns where creativity met code and the result wasn’t just smart, it was deeply human. These brands didn’t just use AI as a tool; they made it part of the story, proving that when technology is guided by emotion, the outcome is nothing short of magic.
In today’s ever-evolving marketing landscape, AI is no longer confined to back-end automation or data crunching. It’s scripting scripts, starring in films, shaping flavours, and even painting memories we never photographed. For brands, it has unlocked a new storytelling canvas- one that adapts in real time, speaks directly to each viewer, and sparks engagement like never before.
From a Diwali message delivered by Shah Rukh Khan to thousands of small shopkeepers, to a long-lost cricket innings brought back in 4K, these campaigns show just how powerful AI can be when paired with a human insight. So, on AI Appreciation Day, we’re tipping our hats to the marketers who dared to dream with machines and created something truly unforgettable.
Cadbury
The #NotJustACadburyAd campaign set out to do something different by turning a Diwali ad into a meaningful way to support small businesses that were hit hard by the pandemic. Instead of creating a typical brand film, Cadbury Celebrations, along with Ogilvy and Wavemaker, used AI to produce personalised videos featuring Shah Rukh Khan encouraging people to shop from local stores. Each ad was tailored to the viewer’s location, highlighting nearby grocery shops, clothing boutiques, electronics stores, and more.
It was a powerful reminder that Diwali is about community and that every small gesture can make a real impact.
To ensure more businesses could benefit, the team launched a microsite that allowed shop owners to create their own version of the ad, with Shah Rukh Khan appearing to mention their store by name. This made the campaign feel personal and inclusive, giving thousands of small retailers a platform to reach their customers. By combining technology with empathy, the campaign became more than just an ad. It became a celebration of resilience, community spirit, and the importance of supporting one another during challenging times.
For Raksha Bandhan, Cadbury Celebrations launched the #CreatingMemoriesNeverClicked campaign with a simple but powerful idea that some of our most treasured moments were never captured on camera. Partnering with Ogilvy, the brand invited siblings to bring those unseen memories to life. Through a dedicated microsite, users could share personal stories of moments shared with their siblings that were never photographed, and AI technology would transform those memories into lifelike images.
These recreated moments could then be shared digitally or printed onto personalised Cadbury Celebrations boxes, turning an emotional memory into a heartfelt gift. The campaign offered a unique way to celebrate sibling bonds by blending technology with nostalgia. In a world full of snapshots, this initiative celebrated the beauty of the unclicked moment, reminding us that some of the most meaningful memories live beyond our photo galleries.
Coca-Cola
Coca-Cola embraced generative AI in bold and imaginative ways, leading a wave of innovation in brand storytelling and consumer engagement. The brand’s Masterpiece campaign captured global attention by bringing iconic artworks to life through AI, blending culture, creativity, and technology in a visually stunning experience. This marked a new chapter in how brands could reimagine history and art for modern audiences.
In February 2023, Coca-Cola announced a groundbreaking collaboration with OpenAI, integrating tools like DALL·E 2 and ChatGPT into its marketing strategy. The brand later used DALL·E 3 to create personalised Diwali greeting cards, adding a festive and tech-forward twist to seasonal celebrations. Taking its innovation a step further, Coca-Cola also worked with AI to develop a new flavour called Coca-Cola Y3000 Zero Sugar, offering consumers a unique taste experience shaped by artificial intelligence.
MG Motor
MG Motor India, the iconic British carmaker, launched its ‘100 Years of Driving Smiles’ campaign to celebrate a century of automotive innovation and customer connection. In collaboration with EFGH Brand Innovations, the campaign uses AI to bring founder Cecil Kimber back to life in a compelling video that bridges MG’s rich heritage with its forward-looking vision.
The AI-generated portrayal of Kimber delivers a heartfelt message, reinforcing the brand’s renewed focus on customer delight and human-centric innovation. By blending legacy with technology, MG highlights its evolution while staying true to the original spirit of its founder and placing people at the core of every journey.
Zomato
Zomato rolled out a hyper-localised deepfake campaign featuring Hrithik Roshan, crafted by Enormous Creative, showcasing the power of AI-driven personalisation. In the ad, Roshan appears to express a craving for specific dishes from local restaurants, with the dish, restaurant name, city, and even locality changing based on the viewer’s location.
Using GPS data, the ad dynamically adapts to speak directly to individual users. For instance, someone watching in Khanna, Punjab, would hear Roshan mention a burger from OneBite Burger, a popular local spot. Powered by artificial intelligence and deepfake technology, the campaign customises speech and expressions to make the video appear naturally spoken. This innovative approach not only enhances user engagement but also highlights Zomato’s commitment to hyper-personalised experiences.
Airtel
Airtel brought history to life with 175 Replayed, an immersive 5G-powered experience that recreated Kapil Dev’s iconic 175 not out against Zimbabwe during the 1983 Cricket World Cup. The match originally had no video footage due to a strike by TV technicians, making this recreation a first-of-its-kind tribute. Using advanced video technology on its high-speed 5G test network, Airtel delivered a stunning 4K rendition of the innings, allowing fans to relive the legendary performance in vivid detail.
With speeds over 1 Gbps and latency under 20 milliseconds, more than 50 users simultaneously enjoyed the experience on 5G smartphones. The session featured real-time access to multiple camera angles, 360-degree stadium views, shot analysis, and live match statistics. Taking the experience further, Airtel introduced India’s first 5G-powered hologram interaction, where a virtual avatar of Kapil Dev appeared on stage to engage with fans and walk them through key moments of his unforgettable knock.
BharatMatrimony
BharatMatrimony launched My Perfect Valentine, a bold and innovative campaign that introduced India to its first AI-generated dating persona, Aaditya Iyer. Created using advanced tools like ChatGPT for his voice and personality, and Midjourney for his visuals and surroundings, Aaditya was designed to be the ideal romantic partner. He made his debut on Instagram, where his carefully curated posts and poetic thoughts quickly captured attention, gaining over 10,000 followers in just three days.
Aaditya embraced the spirit of Valentine’s week, celebrating rose day, propose day, and kiss day while expressing his desire to find the perfect match. Just as excitement peaked, the campaign revealed its twist on Valentine’s Day: Aaditya was not real, but a digital creation. The reveal delivered a powerful message from BharatMatrimony about the importance of genuine human connection and finding real love with real people, not perfect illusions.
Prega News
Mankind Pharma’s campaign for Prega News brought together the power of technology and a personal touch to create something truly impactful. Featuring actor Anushka Sharma, the campaign focused on the people who play a vital role in reaching consumers every day: local pharmacies and retailers. These stores are often the first place women turn to for pregnancy detection kits, and the campaign set out to celebrate and support their contribution.
With the help of AI, a digital version of Anushka Sharma was created to deliver personalised video messages for individual pharmacy outlets. Each store received a unique message where Anushka mentioned the shop by name, sent directly via WhatsApp. The campaign also included YouTube ads tailored to local PIN codes, guiding customers to the nearest pharmacy to buy Prega News. This thoughtful approach combined innovation with warmth, strengthening the bond between the brand, its retail partners, and the communities they serve.
Dabur Chyawanprash
Dabur Chyawanprash’s ‘Pujo with Dada’ campaign, created by BTDT Media, brought a tech-savvy twist to festive cheer. Featuring cricket legend Sourav Ganguly, the campaign let users generate personalised video greetings through a dedicated microsite. Tapping into the growing trend of AI-driven engagement, it offered a unique way to celebrate Durga Puja by blending cultural warmth with digital innovation. With heartfelt messages and a familiar face, the campaign connected tradition with technology in a way that felt both personal and festive.
Hettich
Hettich’s ‘Roast The Room’ campaign turned messy interiors into a viral playground for design enthusiasts. Using AI-generated images of outrageously cluttered spaces, the brand invited followers to critique the chaos on Instagram with a humorous twist. Each playful roast became the starting point for a stunning transformation, brought to life using Hettich’s smart design solutions.
Blending creativity with technology, the campaign showcased how even the most disastrous rooms could be reimagined into functional beauty. Influencers added to the excitement, boosting engagement and shining a spotlight on Hettich’s free design service in a fresh and memorable way.
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