As 2024 draws to a close, the advertising and marketing landscape has seen an increasing reliance on artificial intelligence (AI) to create more targeted, engaging, and innovative campaigns. While there were some hits there were just as many misses, which underpins that technology is unlikely to cast human creativity aside any time soon.
We highlight a few standout ads that effectively leveraged AI to not only capture audience attention but also drive meaningful interactions. These campaigns exemplify how brands are using advanced analytics, automation, and machine learning to adapt quickly in a diverse and ever-changing market. This selection is not a ranking but a reflection of how AI is transforming advertising in creative and impactful ways.
Brand: Zomato
Campaign: ‘New Gym Buddies’
Creative agency: In-house team
Zomato’s campaign during the Tata IPL 2024 season, leveraged personalised content to promote its restaurant partners. Featuring brand ambassadors Ranveer Singh, Samantha Prabhu, and cricketer Cheteshwar Pujara, the ads integrated AI to create dynamic, contextualised promotions tailored for cricket fans. Each ad spotlighted individual restaurant partners, showcasing their names and signature dishes, enhancing visibility during the high-demand IPL season.
Zomato has been spot-on, most times, when it comes to its campaigns, whether it is talking about various dishes available on its platforms, its CEO featuring in some tongue-in-cheek ads or even poking its competitors in a friendly fashion. This time, its in-house creative team upped the ante by collaborating with directors Raj Nidimoru and Krishna DK, the duo behind web series ‘Guns & Gulaab’, ‘Family Man’ and ‘Farzi’, to craft the ads.
The campaign created over 900 unique assets, which spanned multiple platforms, including JioCinema’s IPL feed on CTV, print, outdoor, and cricket affinity apps. And all of this was aimed at enhancing engagement for restaurant partners while aligning with the fervour surrounding T20 cricket.
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Brand: YÊU
Campaign: ‘Believe In YEU’
YÊU introduced TecCos (Technology-Enhanced Cosmetics) and Grace AI, a virtual assistant, as part of this campaign. This brand’s beauty products, emphasises on driving diversity, especially for Indian skin tones.
The advanced AI assistant tries to support consumers in their beauty journey and offer a personalised approach their daily makeup needs. This includes giving a scientific explanation of the various products as well as skincare issues.
Brand: TV9 Bangla
Campaign: Na Dekhleyi Noye
Creative agency: NEO, The Creative Company
TV9 Bangla’s AI-driven campaign celebrated Durga Puja by showcasing Kolkata’s iconic pandals through graphical storytelling. The campaign featured monochromatic visuals enhanced by AI and VFX, blending tradition with technology. The tagline ‘Na Dekhleyi Noye’ (Not Without Seeing) reinforced the essence of experiencing the festival’s cultural landmarks.
The campaign combines AI with hand-drawn and painted animations, synchronised to the accompanying musical score. The inclusion of visual effects (VFX) enrich every animated sequence, to add depth and energy and create an engaging experience that captures the festive spirit in the state.
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Brand: Tata Tea Gold VitaCare
Campaign: Enriched with 4 essential Vitamins
Creative agency: Tata Consumer Products’ internal team
Tata Tea Gold VitaCare launched an AI-integrated campaign on World Vitamin D Day to address Vitamin D deficiency in India, which affects over 70% of the population. A standout feature of the campaign is the use of interactive technology through a digital AI filter, the ‘Face test’, which allows users to measure their ‘tiredness level’.
This engaging tool not only highlights Vitamin D’s role in energy but directs users seamlessly to Tata Tea Gold VitaCare’s shopping page, blending awareness with direct consumer action. The AI filter, combined with a print ad featuring an acrylic mirror insert, enhances the tactile and digital experience, making wellness both accessible and engaging.
Tata Tea’s approach exemplifies how brands can leverage a traditional product to tap into wellness trends, bridging demographic gaps and aligning with the current, wellness-centric consumer mindset.
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Brand: RedBus
Campaign: Primo by Redbus streamline travels
Creative agency: The Fuel
RedBus utilised generative AI in its first personalised advertisement campaign for over 300 operators under its Primo program. It featured video ads in eight Indian languages, highlighting top-rated operators committed to safety and reliability. Each video included customised operator names, logos, and photos, enhanced with voice AI technology for personalised audio.
Targeted at small and medium operators, the campaign focused on promoting the brand Primo for recall and customer loyalty. The ads allowed operators to share these videos across social media, boosting visibility and engagement. By using AI to create hyper-personalised content, redBus addressed the challenges faced by smaller operators, ensuring they remained competitive in the market.
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Brand: Hettich
Campaign: ‘Roast The Room’
Hettich’s ‘Roast The Room’ campaign used AI-generated images of cluttered interiors to invite social media engagement. Participants critiqued the designs, and Hettich showcased transformations using its products. This humorous campaign demonstrated how AI can enhance customer interactions in interior design.
The campaign hilariously blends chaos with creativity, inviting fans to mock messy spaces on Instagram. Generative AI transforms the roasts into stunning room makeovers, with influencers amplifying the buzz. It’s a clever mix of fun, innovation, and brand awareness, spotlighting Hettich’s free design service in style.
Brand: Doctors’ Choice
Campaign: ‘Aamar Durga | Celebrate the Durga of your life’
Creative agency: Catalyst Ad & Events
Doctors’ Choice launched the ‘Aamar Durga’ campaign for Durga Puja, celebrating women’s resilience. Using AI, the campaign featured personalised video messages from actress Sandipta Sen and included activities such as painting Maa Durga’s eyes by visually impaired children.
This campaign attempts to drive inclusivity, using tech as a plank. It encompassed social media contests and a mini-series on a TV channel, that portrayed inspiring women’s stories, aiming to blend tradition with empowerment. This integrated approach gave viewers an opportunity to celebrate the ‘Durga’ of their life, be it their daughter, sister, mother, wife, neighbour or friend.
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Brand: Dabur Chyawanprash
Campaign: ‘Pujo with Dada’
Creative agency: BTDT Media
Delivering personalised festive messages via AI seemed to be a trend that many brands capitalised during the festive season. Dabur Chyawanprash’s ‘Pujo with Dada’ campaign, featuring cricketer Sourav Ganguly, was yet another one that joined the bandwagon.
Users could create customised videos on a microsite, enhancing festive greetings through technology. The campaign blended modern engagement techniques with traditional celebrations.
Brand: Cadbury
Campaign: #CreatingMemoriesNeverClicked
Creative agency: Ogilvy India
Cadbury Celebrations launched #CreatingMemoriesNeverClicked campaign for Raksha Bandhan this year, enabling siblings to transform unphotographed moments into cherished keepsakes. The campaign introduces a microsite where users can recreate undocumented memories as realistic photos.
By sharing personal stories and photographs on the website, advanced AI technology generates personalised images that can be shared digitally or printed on customised Cadbury Celebrations boxes, offering a gift for the occasion.
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