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Kaisi Jeebh Laplapayee campaign, Centerfruit introduced a hyper-local Voice AI that directly called users on their feature phones
Centerfruit from the house of Perfetti Van Melle India, a leader in confectionary space, in collaboration with WPP and BharatGPT.ai and Google Cloud, launched the ‘Centerfruit Tongue Twister Challenge’—a first-of-its-kind voice-based GenAI campaign aimed at engaging audiences in rural regions of Uttar Pradesh.
By eliminating the need for the Internet, apps, or even smartphones, the campaign brought fun, flavour, and technology to communities that are often left out of mainstream brand conversations.
As part of its ongoing Kaisi Jeebh Laplapayee campaign, Centerfruit introduced a hyper-local Voice AI that directly called users on their feature phones. With a simple call back, users engaged in tongue-twister challenges all the while chatting in their dialects—transforming a basic phone call into a gamified brand experience full of laughter, linguistic flair, and regional pride.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, “Rural Bharat is an important market for Centerfruit, and while we have been able to reach millions through Television, there are still pockets where narrating our brand story has been a challenge. However, the latest Voice AI tech activation is a game-changer, it allows us to not just reach but have conversations with people outside of the traditional digital ecosystem. By using AI and creative storytelling, we bring the Kaisi Jeebh Laplapayee spirit to life in a way that feels local, effortless, and deeply inclusive. We believe this is a powerful step toward ensuring that no consumer is left out of the conversation, no matter where they are or what technology they have access to.”
Bikram Singh Bedi, Vice President and Country MD, Google Cloud India added, “Google Cloud’s scalable cloud infrastructure will enable brands like Center Fruit to reach consumers in their native language and Gemini’s capabilities will enable real-time scoring which will make the whole user journey exciting while creating more brand recognition. This is a testament to how technology can truly empower businesses and consumers around the globe.”
Ajay Gupte, CEO – South Asia, Wavemaker, said, “We believe technology should be an equalizer, not a barrier. Our collaboration on the campaign along with BharatGPT.ai and Google Cloud is a powerful example of how voice-based GenAI can bridge the digital divide and bring playful, immersive brand experiences to audiences often overlooked by mainstream media. By combining creativity with scalable tech infrastructure, we’re proud to help create a campaign that’s as inclusive as it is innovative—one that speaks directly to people, in their language, on the devices they already use. This initiative is a step forward in redefining how brands connect with rural India—not just by reaching them, but by truly engaging them in ways that are local, personal, and deeply human.”