Centerfruit’s AI Tongue Twister Challenge Brings Joy to Rural India Without Internet or Smartphones
New Delhi: Centerfruit, a brand by Perfetti Van Melle India, has launched an innovative AI-powered Tongue Twister Challenge to connect with rural audiences in Uttar Pradesh—without requiring internet, smartphones, or apps. In collaboration with WPP, BharatGPT.ai, and Google Cloud, the voice-based campaign uses basic phone calls to create a fun and interactive brand experience. As part of the Kaisi Jeebh Laplapayee campaign, users received calls on their feature phones and participated in tongue twisters in their local dialects. This transformed simple voice calls into engaging, gamified experiences. Powered by Google Cloud’s infrastructure and BharatGPT’s AI model, the system enables real-time interaction, scoring, and feedback—all without data or screens. Gemini AI helps assess pronunciation and clarity, making the challenge fun and competitive.
Ajay Gupte, CEO – South Asia, Wavemaker, said, “We believe technology should be an equalizer, not a barrier. Our collaboration on the campaign along with BharatGPT.ai and Google Cloud is a powerful example of how voice-based GenAI can bridge the digital divide and bring playful, immersive brand experiences to audiences often overlooked by mainstream media. By combining creativity with scalable tech infrastructure, we’re proud to help create a campaign that’s as inclusive as it is innovative—one that speaks directly to people, in their language, on the devices they already use. This initiative is a step forward in redefining how brands connect with rural India—not just by reaching them, but by truly engaging them in ways that are local, personal, and deeply human.”
Karthik Nagarajan, Chief Executive Officer – Hogarth India, said, “This partnership between Perfetti Van Melle, WPP, Google Cloud, and BharatGPT wasn’t about tech deployment — it was about cultural engineering. We built AI not just to answer questions, but to reflect the wit, rhythm, and warmth of everyday Bharat. When creativity meets technology, you don’t just reach people — you resonate. As a content experience company, we specialize in delivering engaging, enriching brand experiences irrespective of the medium. In this case, we are very grateful to Perfetti Van Melle for providing a platform that enabled us to create such an experience at scale for its audience”
This initiative bridges the digital divide by bringing technology, entertainment, and brand engagement directly to people in remote areas, demonstrating how innovation can reach every corner of India.