Symphony limited ropes-in ace cricketers Harbhajan Singh and Shikhar Dhawan for a unique AI-led campaign

by Suman Gupta

Mumbai, May 2022: India’s most loved air cooler brand Symphony limited has roped in the country’s sought-after cricketers Harbhajan Singh and Shikhar Dhawan for a unique AI-led nationwide initiative. The brand has partnered with Rephrase AI to create hyper-personalized video films for over 2,300 retailers across India. This is the first time in the consumer durables industry that a brand has leveraged artificial intelligence and initiated geo-targeting for each retailer. The heartwarming videos will witness India’s popular cricketers appreciating dealers for their constant support and efforts for providing great customer service.

Known for being one of the largest homegrown brands, Symphony has always supported small and local businesses and has been a strong advocate of Vocal for Local. Along with the personalized videos, Symphony has also given letter of recognition, a certificate and a couple of goodies as a token of appreciation. The brand has taken this thought a notch higher by paying a tribute to the work of their trade partners. It strikes an emotional chord by going out of the way in reaching out to the people that matter.

Commenting on the initiative, Mr. Anuj Arora, Global Chief Marketing Officer, Symphony Limited says, “We are ecstatic to have partnered with reputed cricketers, Harbhajan Singh, and Shikhar Dhawan. They came on board to create AI driven customized videos for our dealership partners who are an integral part of our company. The objective is to create brand love and deepen the bonding with our trade partners. We are consistently brainstorming and innovating to come up with intriguing campaigns. With this initiative, we hope to strengthen our relationships and reach new heights together.”

Speaking on the collaboration, Harbhajan Singh says, “I am honored to be a part of this initiative spearheaded by Symphony Ltd. There are multiple layers of processes and teams to make a brand successful and achieve the goal of sales. Taking a note of the work of trade partners and their efforts is an excellent way to acknowledge their contribution. Homegrown brands in India are doing a fantastic job and ensuring a good turnaround! I wish Symphony the best for their stellar work!”

Speaking on the collaboration, Shikhar Dhawan commented, “I am delighted to be a part of this novel initiative. I am really impressed with the clutter-breaking concept that the Symphony team has come up with! The campaign aims to promote the local businessmen and acknowledge their work. I am sure the dealers will like this gesture and continue to do the excellent work that they have been doing. I wish homegrown brands like Symphony evolve and reach great heights.”

Nisheeth Lahoti, the co-founder athttp://Rephrase.AImentions, “Generating AI videos with 2 big stars and a compelling narrative was a fresh challenge for us – however, seeing the commitment of the brand to build something for the distributor network was compelling.http://Rephrase.aicreated a digital avatar that cloned the face and voice of the cricketer and use AI to generate a unique video for more than 2000 stakeholders.”

Link to some of the videos –

• https://youtu.be/kNntyvz7ozw

• https://youtu.be/Dg3I7t3IiVw

• https://youtu.be/5uRl7o1smzw

Symphony Limited: Symphony, an Indian Multi-National Company with presence in over 60 countries is the world’s largest manufacturer of air-coolers. From inventions to innovations, energy responsibility to environment stewardship, Symphony is a market leader which has been cooling customers for generations. The massive supremacy of Symphony coolers in the residential, industrial, and commercial segments has made the brand synonymous with ‘cooling.’ Founded in 1988, in Gujarat, India, Symphony Limited established a new category of evaporative air-cooling in India, taking it to the globe. As a disruptor of a highly unorganized sector, the company has set high benchmarks comprising 201 trademarks, 64 registered designs, 15 copyrights and 48 patents, defining the gold standard of air cooling.