Mumbai, October 20,
2021: Rephrase.ai, a synthetic media production platform that principally uses
Artificial Intelligence for video personalization, has collaborated with industry
pioneers COLORS for an extraordinary campaign for the launch of one-of-its-kind
visual based quiz show – ‘The Big Picture’. The show has Bollywood Superstar Ranveer
Singh making his debut as host. In an
unprecedented initiative, COLORS aimed to establish a direct line with viewers,
by leveraging the power of Rephrase.ai’s technology which enables hyper-personalized
communication at scale.
Rephrase.ai cloned
and created a digital avatar of actor Ranveer Singh and used it to send out
personalized video invites to all users who sign up on the microsite. The video
invites had Ranveer Singh taking the name of the user, inviting them to watch
the show as well as call out the date of the launch. In another first,
Rephrase.ai created over most personalized videos in a span of 2-3 days.
‘The Big Picture’ on COLORS, is
India’s first interactive visual-based quiz show, based on knowledge and visual memory. It
allows the contestants to answer 12 visual based questions and stand a chance
to win the jackpot of 5 crores. Once the picture appears
on the screen, the contestants will get multiple-choice options to give the correct
answer. They will get 60 seconds to hit the buzzer and commit to an answer and
for every correct response, they will get an opportunity to win big.
Talking about the
burgeoning benefits of AI, Rephrase.ai CEO & Co-Founder, Ashray Malhotra
said, “Our game changing technology is not only taking the marketing realm by
storm but also bringing people closer together. At Rephrase.ai, we believe and
emphasize that video content creation can be made easier yet incredibly
effective with AI since it can successfully automate numerous aspects of the
process to better suit the nature of its audience, while curbing the time and
monetary factors involved. AI thus also allows you to reach a wider audience
despite being on a budget. In the case of this collaboration, we have created
an ability to easily personalize celebrity endorsement videos at scale, as you
now have infinite time with the celebrity, and can churn out regular content
without them having to spend a lot of time actually being involved.”
On partnering with Rephrase.ai, Sapangeet Rajwant, Head - Marketing and Digital-
Hindi Mass Entertainment, Viacom18, “We at COLORS, have always
believed in bringing innovative shows and a variety of formats for our viewers.
With every new show, we aim to increase audience engagement through inventive
campaigns using new-age technologies. The Big Picture is our first ever
visual-based quiz show that is being launched in India for the first time and
required some cutting-edge thinking to bind its marketing campaign. When celebrities are involved, it is certainly an
exciting experience for consumers and a rewarding one for the brand. There is a lot of scope for innovation as one
can create immersive campaigns involving the fans and taking ahead this
thought, we created Ranveer's digital Avatar to enhance the show’s engagement.
She further added, “Rephrase.ai’s innovative idea of using a
personalised invite with Ranveer Singh’s digital avatar lent an interactive
element to the campaign and helped us reach a wider audience. It has received
an overwhelming response that further encourages us to keep pushing the
envelope of innovation and create more pathbreaking campaigns.”
The show airs
every Saturday and Sunday at 8 PM COLORS and Voot.
About
‘Rephrase.ai’:
Rephrase.ai has worked
with several notable brands in the past like Amazon, PWC, Mondelez etc. Several
industries are looking for automated and scalable video solutions to enhance
business functions, especially sales and marketing. Synthetic media is an
emerging industry as it clears several productions and cost-related obstacles
and addresses a more significant societal trend: people prefer to watch content
rather than read it. In the long run, Rephrase.ai envisages enabling brands to
create high-quality professional-looking videos without exorbitant time and
financial investments that are otherwise involved in traditional production
processes.
About
‘COLORS’:
‘COLORS’
is Viacom18’s flagship brand in the entertainment space in India. A combination
of ‘emotions’ and ‘variety’, COLORS, launched on 21st July 2008, offers an
entire spectrum of emotions to its viewers. From Fiction Shows to Format shows
to Reality shows to Blockbuster Movies – the basket contains all ‘Jazbaat Ke
Rang’. ‘COLORS’ is dedicated to promoting ‘Cohesive viewing’, through shows
like Choti Sarrdaarni, Shakti…Astitva Ke Ehsaas Kii, Udaariyaan, Barrister
Babu, Balika Vadhu, Nima Denzongpa, Thoda Sa Baadal, Thoda Sa Paani, Molkki,
Bigg Boss, Dance Deewane, Bigg Boss and Khatron Ke Khiladi amongst others.
About
Viacom18 Media Pvt. Ltd.
Viacom18
Media Pvt. Ltd. is one of India's fastest growing entertainment networks and a
house of iconic brands that offers multi-platform, multi-generational and
multicultural brand experiences. A joint venture of Network18, which owns 51%,
and ViacomCBS, with a 49% stake, Viacom18 defines entertainment in India by
touching the lives of people through its properties on air, online, on ground,
in shop and through cinema.
