Experts say artificial intelligence (AI) is an absolute must if you want to win in the ever-changing landscape of modern programmatic advertising.
In 2024, brands such as Zomato, Tata Power, Asian Paints, RedBus, and Cadbury used it to generate personalised campaigns with great impact.
Not that it was smooth sailing. If Coca-Cola’s AI-generated Christmas ad ignited a firestorm of debate about the need to balance creativity with automation, KFC showed us how not to use the tool in its half-hearted Love You AI campaign.
That said, the allure of AI is undeniable… So here are some of the most notable AI-powered campaigns from the year gone by.
Brand: Kansai Nerolac Paints
Agency: Rediffusion
Campaign: Wishing a Merry Christmas
Rediffusion’s AI-generated Christmas ad for Kansai Nerolac Paints stands out as an innovative blend of technology and storytelling. Created by the Rediffusion AI Design (RAID) Studio, the ad tells a heartwarming tale of giving and gratitude while showcasing the possibilities of AI in advertising.
The story follows a lifelike Santa Claus as he spreads joy, handing out gifts to children and bringing smiles to their faces. As the day ends, Santa returns to his own home, where faded walls hint at his modest surroundings. In a touching twist, the children band together to paint Santa’s house with Nerolac Paints, repaying his kindness with their own.
Accompanied by an AI-generated jingle, the campaign uses vivid visuals and a simple yet evocative narrative to leave a lasting impression. While fully AI-driven, it manages to retain an emotional core, highlighting how technology can enhance rather than replace human creativity. It demonstrates how AI can craft stories that resonate on both personal and visual levels.
Brand: Cadbury Celebrations
Agency: Ogilvy India
Campaign: Creating Memories Never Clicked
Cadbury Celebrations’ #CreatingMemoriesNeverClicked campaign for Raksha Bandhan is a compelling example of how AI can be used to forge deeper emotional connections. Designed to bring undocumented moments to life, the campaign allowed siblings to create unphotographed memories as realistic images, adding a deeply personal touch to the festive season.
At the heart of the campaign was an interactive microsite where users could share personal stories and existing photographs. Advanced AI technology then worked its magic, generating lifelike images of moments that were never captured on camera. These AI-created keepsakes could be shared digitally or printed on customised Cadbury Celebrations boxes, turning them into thoughtful gifts for the occasion.
What made this campaign stand out was its use of AI to tap into nostalgia and sentimentality, transforming abstract memories into vivid visuals. By merging technology with emotional storytelling, Cadbury Celebrations not only created a unique gifting experience but also highlighted the potential of AI to add depth to brand campaigns.
Brand: RedBus
Agency: The Fuel
Campaign: Primo by Redbus streamline travels
RedBus’s AI campaign for its Primo program marked a significant step in personalised advertising. Designed for over 300 small and medium operators, the campaign created video ads tailored to each operator, complete with customised names, logos, photos, and AI-generated voiceovers in eight Indian languages.
These hyper-personalised videos showcased operators’ safety and reliability, emphasising Primo’s commitment to quality service. By providing operators with ready-to-share content for social media, the campaign boosted visibility and also strengthened customer loyalty.
RedBus’s use of AI to address the unique challenges of smaller operators — like limited resources and visibility — set this campaign apart. It demonstrated how generative AI can create scalable yet personalised content, ensuring operators stay competitive while reinforcing brand recall for Primo. This initiative stands out as a thoughtful application of AI, balancing innovation with impact.