Cadbury Celebrations gets AI to sing the 'Happy Birthday' song

Cadburys, Mondelez, Ogilvy, Wavemaker, Internet advertising, Internet advertising India, Marketing, Internet Marketing, Marketing campaign, Marketing ad, internet, Internet ad, internet news, marketing advertising India, marketing India

Cadbury Celebrations has introduced a new campaign called #MyBirthdaySong, which focuses on the most basic component of the occasion: the 'Happy Birthday' song. The campaign, created in collaboration with Ogilvy and Wavemaker, as well as technology partners Gan Studio and Uberduck, allows the gifter to make their loved ones feel more cherished by crafting a personalised #MyBirthdaySong, delicately woven with the giftee's likes and shared memories.

Cadbury Celebrations hopes to emphasize how the melody that is identical in every language can now convey the uniqueness of the person being celebrated through the promotion. To bring its distinct vision of birthday celebrations to life, the company unveiled this new-to-market technology that employs four types of generative AI tools to 'personalize b'day songs,' namely AI-generated lyrics, AI-composed music, AI-generated vocals, and real-time generation of personalized songs. 

Cadbury Celebrations built a microsite, https://cadburymybirthdaysong.com, a unique platform created by ADSMN Interactive Pvt Ltd allowing users to share information about what makes the individual so special to them, such as nicknames, anecdotes, and valued memories, to put this into effect. The digital tool then generates personalized birthday song lyrics that include these details. Users can also choose their chosen music genre, which includes rap, hip-hop, and classical. They can also download it as a video, with the words playing in sync with the singing in the video to allow people to sing along, putting a new technological spin on an age-old tradition.

Nitin Saini, Vice President, Marketing, Mondelez India, commented on the revelation, saying, "In every culture, every language, the lyrics and tune of the 'Happy Birthday' song have remained pretty much the same since it was first published over 120 years ago." However, each individual is unique in their own way, and the celebrations on their special day should reflect that. That is the core premise of this campaign: making individuals feel more loved and cherished on their birthday, which fits nicely with the brand's promise to make every event memorable. 

By bringing a personal touch to a long-standing tradition, we are unleashing a whole new level of sharing and caring with #MyBirthdaySong. With this campaign, we hope to be at the center of people's tender and meaningful moments with their friends and family. We are optimistic that our customers will embrace this new approach to birthday celebrations and surprise those close to them with a particular song on their special day!"

"At Mondelez and Ogilvy, we've always created experiences that delight our customers when exceptionally strong human insights collide with breakthrough technologies in the most unexpected ways," said Sukesh Nayak, Chief Creative Officer, Ogilvy India. We identified an opportunity with Cadbury festivities to make birthday presents and festivities more personalized and pleasant. Isn't it remarkable that on a globe with nearly 8 billion individuals, each one unique in their own way, we have the same birthday melody celebrating them all? 

Building further on our generosity platform, we wanted to make Birthday gifting special, thoughtful, and generous. We built a platform by engineering a transformative AI and machine-learning aided technology that will help people create their own unique personalized ‘Happy Birthday' songs for their loved ones in real-time. That's maybe 8+ billion birthday songs, for a planet of 8+ billion people. We believe this delightful AI-enabled human idea will enable everyone to express how much their loved ones mean to them by making them feel truly special on their birthdays.”

We wanted to make Birthday gifts personal, thoughtful, and kind by expanding on our generosity platform. We created a platform by developing disruptive AI and machine-learning-aided technology that would allow anyone to compose their own personalized 'Happy Birthday' songs in real-time for their loved ones. That's possibly 8+ billion birthday songs for an 8+ billion-person planet. We hope that by making their loved ones feel truly special on their birthdays, this beautiful AI-enabled human idea will enable everyone to convey how much they mean to them."

"Birthdays are the biggest gifting occasions, but they are year-round, one-to-one, and very personal," Shekhar Banerjee, Chief Client Officer & Office Head - West, Wavemaker India, remarked. While Cadbury Celebrations is one of the most popular gifts for holidays, the strategy for birthdays had to be different. We founded our solution on the idea of providing a "thoughtful gifting experience." We focused on developing a seamless and exclusive present that both the donor and the recipient are proud to share with the help of technology and data."