Melt TV | Episode 228 | Mondelēz India’s Nitin Saini On Birthdays, Gifts & Generative AI

melt, August 4, 2023

"A clear brand purpose gives great tailwinds to creative ideas. Technology just brings it to life."

It’s no secret that Artificial Intelligence is the talk of the town. The world over, brands are loosening purse strings for AI tools to create engaging marketing communication. And Indian brands are stepping in to the field as well. Case in point – Mondelēz India – that turned to AI for a campaign for its gifting brand, Cadbury Celebrations. Named My Birthday Song, the campaign uses AI to produce a personalised birthday greeting for their loved ones. To know more, we were in conversation with Nitin Saini, Vice President – Marketing at Mondelēz India. How does one evaluate the success of such a campaign? Does it drive sales? And what is the impact on brand scores? Let’s find out as we get ready to melt with Nitin Saini.