Center Fruit AI Voice Campaign — Rural Engagement

About Perfetti Van Melle India (Center Fruit) AI Voice Campaign

Perfetti Van Melle India redefined rural brand engagement for Center Fruit through an AI-powered 2-way voice interaction campaign accessible via a simple phone call. Instead of depending on apps, smartphones, or internet connectivity, the campaign allowed users to engage with a conversational AI voicebot using missed calls and automated callbacks. This created an immersive and culturally relatable brand experience that worked seamlessly even on basic feature phones.

Campaign's Objective

The campaign aimed to connect with rural audiences where nearly 40% of consumers had limited television access and close to 50% lacked internet connectivity. Center Fruit focused on creating highly interactive engagement without requiring mobile apps, smartphones, or data access. Additionally, the campaign was designed to amplify the iconic 'Kaisi Jeebh Laplapayee' concept through conversational AI experiences powered by local dialects, humor, and voice-based interaction.

CIL's Solution

CIL designed and deployed a scalable 2-way AI voicebot ecosystem capable of handling real-time conversational interactions over regular phone calls. Users initiated the experience through a missed call, after which the system instantly triggered an automated callback. The AI voicebot engaged users with tongue twisters in regional dialects, listened to their responses, analyzed speech in real time, and delivered dynamic conversational replies. Users could continue interacting with the AI through entertaining and interactive conversations, making the experience more engaging and memorable.

Platform Highlights

• Missed call triggers instant automated callback — zero friction entry
• Speech engine trained for rural accents and regional dialects
• Real-time speech analysis with dynamic conversational replies
• Cloud-based voice infrastructure with high scalability
• Full compatibility with feature phones — no app, screen, or internet needed
• Real-time analytics dashboard for campaign monitoring

Outcome

The campaign generated nearly 50,000 minutes of voice interaction and was successfully activated across 10–12 districts in Uttar Pradesh and Bihar. The integration of regional dialects, humor, and conversational AI helped create stronger cultural resonance and significantly improved audience participation. Overall, the campaign showcased how AI-powered voice technology can deliver scalable, inclusive, and deeply engaging brand experiences for Bharat audiences using even the most basic mobile devices.