Centerfruit, in collaboration with Perfetti Van Melle India, WPP, BharatGPT.ai, and Google Cloud, has introduced the “Centerfruit Tongue Twister Challenge”, a voice-based GenAI campaign targeting rural Uttar Pradesh. Designed for feature-phone users with limited digital access, the campaign requires no internet, apps, or smartphones-just a phone call.

As part of the broader “Kaisi Jeebh Laplapayee” initiative, a hyper-local Voice AI system rings up users in their native dialect. Participants engage in playful tongue-twister challenges and receive real-time feedback-all via simple voice prompts. This scalable solution enables interactions with millions of users, making AI-powered entertainment accessible in its most basic form.

Gunjan Khetan, Marketing Director, Perfetti Van Melle India:
“Voice AI allows us not just to reach but to converse with Rural Bharat-bringing our brand story to life in a way that feels local, effortless, and deeply inclusive.”

Powered by Google Cloud’s GPU-backed architecture with low-latency infrastructure, the system captures user audio, sends it to BharatGPT (an Indian-language GenAI), and processes responses in real time. Gemini, Google’s multimodal AI, assesses pronunciation and clarity, scoring tongue-twister performance live.

Bikram Singh Bedi, VP & MD, Google Cloud India:
“This is a testament to how technology can empower brands to reach consumers in their native language, creating exciting and memorable brand interactions.”

Beyond tongue twisters, users can also interact via BharatGPT.ai’s Ask Engine, receiving instant answers in regional dialects.

Ajay Gupte, CEO – South Asia, Wavemaker:
“Voice-based GenAI bridges the digital divide, bringing playful, immersive brand experiences to rural consumers.”

The initiative exemplifies how creativity + scalable voice tech can generate culturally resonant, hands-free brand engagement across underserved markets.