Perfetti Van Melle India, in partnership with WPP, BharatGPT.ai, and Google Cloud, has launched a voice-based GenAI campaign titled the ‘Centrefruit Tongue Twister Challenge’. The initiative, which forms part of the ongoing ‘Kaisi Jeebh Laplapayee’ campaign, is designed to reach rural consumers in Uttar Pradesh using basic mobile phones, without requiring internet access or apps.
Targeting regions with limited access to television and digital services, the campaign uses Voice AI technology to engage users through phone calls. Residents receive automated calls in their local dialects and are invited to take part in tongue-twister challenges. Participants respond by calling back and speaking with an AI-powered system that evaluates their performance and interacts with them in real time.
The campaign operates on a voice infrastructure deployed via Google Cloud, using GPU-accelerated compute instances, scalable storage, and a containerised orchestration layer to manage high volumes of concurrent calls. User inputs are processed through BharatGPT, a language model developed by CoRover, which handles speech-to-text conversion and generates responses aligned with Centrefruit’s brand tone.
The system also incorporates Gemini, Google’s multimodal AI model, to assess pronunciation, speech pace, and clarity. Immediate scoring and feedback are delivered via high-speed networking, with users receiving results and encouragement during the call.
Gunjan Khetan, Marketing Director, Perfetti Van Melle India, said, “Rural Bharat is an important market for Centrefruit, 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.”
In addition to the tongue twister challenge, participants can ask questions through BharatGPT.ai’s Ask Engine and receive responses in their local dialects.
Bikram Singh Bedi, Vice President and Country MD, Google Cloud India, commented, “Google Cloud’s scalable cloud infrastructure will enable brands like Centrefruit 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.”
Karthik Nagarajan, Chief Executive Officer - Hogarth India, added, “This partnership between Perfetti Van Melle, WPP, Google Cloud, and BharatGPT wasn’t about tech deployment — it was about cultural engineering. We built AI not just to answer questions, but to reflect the wit, rhythm, and warmth of everyday Bharat. When creativity meets technology, you don’t just reach people — you resonate. As a content experience company, we specialize in delivering engaging, enriching brand experiences irrespective of the medium. In this case, we are very grateful to Perfetti Van Melle for providing a platform that enabled us to create such an experience at scale for its audience."
Ankush Sabharwal, Founder, BharatGPT.ai, said, “This collaboration with Perfetti Van Melle India, WPP, and Google Cloud is a testament to how tech can truly empower. By combining our BharatGPT stack with robust telephony and scalable voice infra, we brought AI to the heart of rural India—without internet, without screens. It’s innovation with purpose, built for Bharat.”
