Vadilal, one of India’s most iconic ice cream brands, has taken its popular ‘Zara Muskuraiye, Vadilal Khaiye’ campaign to the next level with an AI-powered ‘Dialogue Challenge.’ Conceptualized and executed by 82.5 Communications, the initiative transforms consumers from passive viewers into co-creators by inviting them to script their own dialogues for personalized ad films.
Participants can join the experience by scanning a QR code or simply sending a “Hi” on WhatsApp to 9226 3242 99, submit their lines, and watch their words come alive in tailor-made ad videos. The campaign is being widely promoted across digital, social, and influencer channels.
Anuraag Khandelwal, CCO, 82.5 Communications, explained the creative vision: “Today, campaigns need to be more than stories-they need to be playgrounds. With Vadilal, we used AI not to showcase technology, but to hand over the narrative to the audience. This is about letting people live the story, not just see it. That’s where true brand engagement lies.”
Echoing this, Naveen Raman, EVP & Head, South, 82.5 Communications, said: “AI is no longer just about automation; it’s a co-creative partner. It allows brands to deliver stories that feel personal and deeply resonant. With Vadilal, we wanted to empower audiences to craft experiences that feel uniquely theirs, fostering stronger connections in a crowded digital landscape.”
Niraj Presswala, General Manager – Marketing & Branding, Vadilal, added: “This initiative marks a milestone in personalized brand storytelling. The AI-powered Dialogue Challenge reflects our commitment to innovation and consumer-first thinking. It’s exciting to see how audiences bring their own creativity into our brand narrative.”
The campaign underlines Vadilal’s effort to blend tradition with innovation, creating not just ads but interactive experiences that invite consumers to be part of the story.
