Closeup Love Tunes sets dual record with AI personalised love song campaign
HUL's Closeup has entered the Asia Book of Records and India Book of Records for generating 85,000 AI-powered personalised love-song videos through its Love Tunes campaign.
SociapaHQ
Hindustan Unilever Limited’s (HUL) oral care brand, Closeup, has been recognised in the Asia Book of Records and the India Book of Records for creating the highest number of AI-enabled personalised love-song videos, through its Closeup Love Tunes campaign.
“This is the first campaign of its kind,” the company said, having created the largest collection of AI-generated personalised love song videos.
The campaign underwent independent verification by the Asia Book of Records and India Book of Records after evaluating evidence against their respective record validation criteria.
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Check out the campaign here:
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AI Milestone:
Closeup Love Tunes was launched on Valentine’s Day 2026 and consumers could upload a selfie, choose a music style- Romantic, Rock or Rap- and receive a personalised AI-generated music video featuring themselves lip-syncing to a customised version of the brand’s iconic “Paas Aao Na” jingle. The videos were shared through WhatsApp.
The campaign microsite generated more than a million page views and produced some 85,000 personalised AI music videos, HUL said. The campaign assets with content from creator CarryMinati amassed more than 439 Mn views during the activation.
The campaign was powered by a 19-step AI orchestration engine that combined face animation, AI-generated music and lyric writing, cinematic video rendering and other techniques to deliver personalised videos at scale. This technology was created by HiVoco Studios in collaboration with HUL and WPP Mindshare India.
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Campaign Impact:
Commenting on the achievement, Vipul Mathur, Executive Director, Personal Care, Hindustan Unilever Limited said, “Closeup has always stood for enabling closeness and confidence in young India. “With Closeup Love Tunes, we wanted to help young people express love in a way that was personal, effortless and unforgettable.”
"This recognition from the Asia Book of Records and the India Book of Records validates that ambition at scale. Generating around 85,000 personalised AI music videos and reaching more than 439 million views demonstrates how technology can strengthen emotional connections when used meaningfully," he added.
Vinish Mathews, Head- Team Fulcrum, South Asia, WPP Media, said the campaign demonstrated how generative AI could be deployed to create personalised consumer experiences at scale.
