Centerfruit, in partnership with Perfetti Van Melle India, WPP, BharatGPT.ai, and Google Cloud, has reimagined rural engagement through its latest Centerfruit Tongue Twister Challenge. Designed specifically for rural Uttar Pradesh, where internet access is scarce, this voice-based GenAI campaign connected with people through something as simple as a phone call—no apps, data, or smartphones required.
Centerfruit: A Hyper-Local Voice AI Experience
As part of the ongoing Kaisi Jeebh Laplapayee campaign, Centerfruit used hyper-local Voice AI to directly reach users via their feature phones. By just giving a missed call, users were called back and invited to take part in hilarious tongue-twister challenges. They chatted in their own dialects, turning an ordinary phone call into a gamified, interactive brand experience filled with laughter and regional pride.
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How the Technology Works
The solution leveraged Google Cloud’s scalable infrastructure with powerful GPUs, low-latency networking, and container orchestration for high availability. BharatGPT’s language model, optimized for Indian languages, converted speech to text in real time while generating witty, brand-aligned responses.
Gemini, Google’s advanced multimodal AI, evaluated participants’ tongue twisters—scoring pronunciation accuracy, speech pace, and clarity almost instantly. This ensured an engaging, responsive, and personalized experience for each user.
Beyond Games: Real Conversations in Regional Dialects
The experience didn’t stop at tongue twisters. Through BharatGPT.ai’s Ask Engine, users could ask questions in their native dialects and receive instant answers. This transformed the activation into a two-way conversation, fostering trust and deeper brand engagement.
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Voices Behind the Innovation
Gunjan Khetan, marketing director at Perfetti Van Melle India, called the initiative a “game-changer”, highlighting how it brings the Kaisi Jeebh Laplapayee spirit alive for audiences outside the traditional digital ecosystem.
Ajay Gupte, CEO – South Asia at Wavemaker, noted the power of voice-based GenAI in bridging the digital divide and creating inclusive brand experiences.
Bikram Singh Bedi of Google Cloud India emphasized how scalable infrastructure and real-time AI scoring could help brands like Centerfruit reach more consumers in their native languages.
Karthik Nagarajan of Hogarth India described it as “cultural engineering”, building AI that resonates with the wit and warmth of rural India, not just answering questions.
Ankush Sabharwal of BharatGPT.ai summed it up: “This is innovation with purpose—built for Bharat.”
Conclusion
Centerfruit’s AI voice challenge shows how creativity and cutting-edge technology can come together to connect with rural audiences meaningfully and inclusively. By using simple phone calls and advanced GenAI, the campaign brings joy, engagement, and brand love to millions—proving that impactful innovation doesn’t need internet or smartphones, just a deep understanding of your audience.
