Centerfruit’s AI Voice Challenge Brings Fun to Rural India

Centerfruit, the popular chewing gum brand from Perfetti Van Melle India, has launched a groundbreaking campaign that’s making waves across rural Uttar Pradesh. In partnership with WPP, BharatGPT.ai, and Google Cloud, Centerfruit’s “Tongue Twister Challenge” uses artificial intelligence and voice technology to reach millions—without needing internet, apps, or even smartphones.

Breaking Barriers: Reaching Beyond the Internet

India’s rural heartland is vibrant and diverse, but digital access remains patchy. While TV and radio reach millions, many rural consumers still use basic feature phones with no internet. Traditional digital campaigns often miss these audiences, leaving a gap in brand engagement. Centerfruit’s latest campaign bridges this gap with a simple, inclusive solution: a phone call.

Here’s how it works:

• Direct Calls: Centerfruit’s AI-powered system calls users on their feature phones.
• No Internet Needed: Users don’t need data, apps, or smartphones—just a regular phone.
• Local Language Fun: The AI interacts in regional dialects, making the experience personal and relatable.

The Centerfruit Tongue Twister Challenge

As part of the ongoing “Kaisi Jeebh Laplapayee” campaign, the brand invited users to take part in a tongue twister challenge. When users receive a call, they’re greeted in their local dialect and challenged to repeat fun, brand-themed tongue twisters. The AI listens, scores their performance in real time, and responds with witty, playful banter—turning a basic phone call into a mini game show full of laughter and regional pride.

What makes this campaign truly unique is its use of advanced technology behind the scenes:

• BharatGPT.ai: This language model is optimized for Indian languages and dialects, ensuring the AI understands and responds naturally to users.
• Google Cloud & Gemini AI: The system uses Google’s powerful cloud infrastructure and Gemini’s multimodal AI to analyze pronunciation, speed, and clarity, providing instant feedback and live scoring.
• Scalable Voice Infrastructure: Millions of users can participate at once, thanks to robust, low-latency technology.

Beyond Just a Game: Real Conversations

The innovation doesn’t stop at tongue twisters. Users can also ask questions through BharatGPT.ai’s “Ask Engine” and get instant answers in their own dialect. This makes the experience not just interactive, but genuinely conversational and helpful.

Why This Campaign Matters

Gunjan Khetan, Marketing Director at Perfetti Van Melle India, explains,

“Rural Bharat is an important market for Centerfruit… 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.”

This campaign is more than just a marketing gimmick—it’s a powerful example of how technology can break down barriers and bring joy to communities that are often overlooked by mainstream digital media.

Technology as an Equalizer

Ajay Gupte, CEO – South Asia, Wavemaker, puts it simply:

“Technology should be an equalizer, not a barrier… 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.”

Cultural Engineering, Not Just Tech

Karthik Nagarajan, CEO of Hogarth India, adds,

“This 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.”

Centerfruit’s AI voice challenge is a shining example of innovation with purpose. By combining advanced AI, scalable infrastructure, and a deep understanding of local culture, the brand has created a campaign that’s fun, inclusive, and truly connects with rural India—no internet required. It’s a reminder that when technology meets creativity, brands can reach every corner of the country, making every consumer feel seen, heard, and entertained.