Britannia and Pankaj Tripathi use AI to deliver parenting insights

Delhi: As a part of its ongoing conversation on parenting being a shared endeavour (Growth needs both), Britannia Milk Bikis, in partnership with GroupM’s media services  agency Mindshare India, has launched a first in-India campaign ‘Parvarish Ki Baat Papa Tripathi  Ke Saath.’ 

The campaign, conceptualised by MullenLowe Lintas Group, roped in the voice of Pankaj Tripathi with an interactive voice response system (IVRS). Tripathi, lovingly known as Papa Tripathi shares insights on parenting. Delivered in the local dialects of Uttar Pradesh, these  messages encourage parents to participate in their child’s growth and development actively. 

The heart of this campaign is its adaptive, data-light platform designed specifically for feature phone users. It uses real-time data to tailor voice messages that suit each parent's environment. 

The campaign culminates in a conference call using mSamwaad to connect and engage the audience  with Tripathi's AI model. 

Amit Doshi, Chief Marketing Officer - Britannia, said, “Britannia Milk Bikis has long supported  parents by providing easy-to-access tools that support better parenting techniques with  campaigns like Adengappa. With ‘Parvarish Ki Baat Papa Tripathi Ke Saath,’ we are taking this  a step further by combining technology with trust to facilitate open conversations about shared parenting responsibilities. The campaign uses inclusive tech solutions strategically crafted to  reach consumers across diverse demographics in low-connectivity areas, ensuring that every  parent, no matter where they are, can get insights about shared parenting. This reflects Britannia’s ongoing commitment to leveraging new-age technology to make meaningful  connections with our consumers across India.” 

Amin Lakhani, Chief Executive Officer – Mindshare, South Asia said, “In the vast landscape of  Rural Bharat, there is a pressing need for solutions that transcend beyond the reaches of the  internet. For regions with limited smartphone penetration, our smart solutions for feature phones  foster meaningful dialogues with consumers on a significant scale. As marketers, we enable our  clients to engage meaningfully through inclusive tech stacks infused with creativity, ensuring  connection across the diverse tapestry of many Indias. By harnessing creativity, voice telephony,  WhatsApp, Gen AI, and vernacular elements, we pave the way for a new era of personalised  solutions for Rural consumers.” 

Ram Cobain, Chief Creative Officer - Mullen Lintas, said, “Pankaj Tripathi is very well known; but the  sticky ‘Papa’ Tripathi is a fresh character we’ve come up with. In his latest, most natural role,  Papa Tripathi digs deep and offers personalised parenting tips to mothers and fathers in UP. This  campaign fuses the time-tested IVR system with the latest Gen-AI and some never-out-of-fashion  creativity. Cold calls are generally a nuisance – these promise to be both heartwarming and  invaluable.” 

Additionally, the campaign integrates with WhatsApp. By opting in, parents can  receive personalised messages with content to encourage them with parenting.