# Coca-Cola x Gan.AI: AI-Powered Fan Engagement with SRK’s Voice

## The Customer

Thums Up, a leading beverage brand under Coca-Cola India, is known for its bold and powerful branding. As an official partner of the **ICC Men’s Cricket World Cup 2023**, Thums Up aimed to energize Indian cricket fans and reinforce belief in **Team India** during the tournament.

**Website:** [Coca-Cola](https://www.coca-cola.com/in/en/brands/thums-up)

**Industry:** Beverages / Sports Sponsorship

## The Campaign

### **‘Believer Bot’ - AI-Driven Fan Engagement**

Thums Up launched the **‘Believer Bot’**, an AI-powered campaign designed to **turn doubters into believers** by responding to cricket fans' skepticism with **real-time, AI-generated voice messages** from Bollywood superstar **Shah Rukh Khan**.

Using **Gan.AI’s voice cloning technology**, Thums Up created a first-of-its-kind interactive AI experience that engaged fans across social media platforms like **Twitter/X**.

**Platform Focus:** Twitter/X  
**Key Talent:** Shah Rukh Khan

## Objectives

- **Boost Fan Morale:** Reinforce unwavering belief in **Team India** by countering doubtful social media conversations.
- **AI-Powered Personalization:** Deliver tailored responses to cricket fans using **Shah Rukh Khan’s voice** at scale.
- **Maximize Engagement:** Create an interactive experience that fuels excitement during the World Cup.

## The Challenge

Traditional social media campaigns often struggle to **cut through noise** and engage fans in real-time. Thums Up needed a campaign that:

- **Countered skepticism effectively**, offering **credible, data-driven** responses.
- **Leveraged a powerful influencer** (SRK) without requiring continuous manual recording.
- **Scaled dynamically** to reach millions of cricket fans in an authentic way.

## The Solution: AI-Powered Voice Cloning with Gan.AI

To bring the campaign to life, Thums Up **partnered with Gan.AI** to **clone Shah Rukh Khan’s voice**, enabling real-time, personalized engagement.

### How It Worked:

1. **Real-Time Sentiment Analysis**
   - The AI bot monitored **Twitter/X** for tweets with the hashtag '#BeliverBot'.

2. **Voice Cloning with Gan.AI**
   - Using **Gan.AI’s advanced speech synthesis**, SRK’s voice was trained to respond authentically.

3. **Data-Driven Responses**
   - The bot generated **fact-based, witty replies** infused with SRK’s signature charm.

4. **Automated & Scalable Engagement**
   - Thousands of fans received personalized messages in **real time**.

### User Journey

1. **Doubt Detection:** The AI bot scanned Twitter/X for skeptical tweets with the branded hashtag.
2. **AI-Generated Response:** The bot crafted a response using real-time match data and SRK’s AI-cloned voice.
3. **Personalized Fan Interaction:** The response was delivered as an audio message or tweet, reinforcing belief in Team India.
4. **Social Sharing & Virality:** Fans engaged with the AI-driven replies, spreading the campaign’s impact organically.

## Results & Impact

- **1.42 million impressions** across social media.
- **32.5 million+ reach**, amplifying the campaign's influence.
- **97.1% positive sentiment shift**, proving the effectiveness of AI-driven engagement.
- **AI-Powered Fan Engagement:** Pioneered a new form of interactive marketing using **voice cloning at scale**.