Centerfruit’s AI Twist: How a Voice Call Made Rural India Talk Back

Centerfruit’s latest campaign turns feature phones into entertainment hubs using voice-based AI. With no internet or apps needed, it brings laughter and brand love to rural India through gamified tongue twisters.

Centerfruit has reimagined rural engagement with a campaign that proves you do not need internet to go viral. In partnership with WPP, Google Cloud, and BharatGPT.ai, the brand launched the Centerfruit Tongue Twister Challenge, a voice-based GenAI campaign designed specifically for low connectivity regions like rural Uttar Pradesh.

The innovation lies in its simplicity. Users received a phone call from a Voice AI system and responded with a call back. What followed was pure magic, tongue twister games, real time scoring, and friendly conversations in their native dialects. No smartphone, app, or data required. Just a regular call transformed into a gamified experience that made people laugh, compete, and connect with the brand.

The experience became a local phenomenon. Powered by Google Cloud’s fast infrastructure and BharatGPT’s language intelligence, the system evaluated speech for pace, pronunciation, and clarity. It even responded with witty brand aligned banter, keeping the interaction lighthearted and fun. Every call felt personal, regional, and relevant, a true feat in mass scale voice tech.

The creative approach blends smart infrastructure with inclusive storytelling. Users could also use the built in Ask Engine to get responses to everyday questions in their own dialects, making the activation useful beyond just entertainment. And with Gemini’s multimodal intelligence offering real time feedback, the experience stayed fresh and addictive.

The campaign speaks to a larger shift in marketing. It is not just about reaching rural audiences but truly involving them in a way that respects their habits and celebrates their culture. The idea of using creativity to power conversations, not just impressions, is what makes this campaign stand out.

By removing barriers like data, devices, and language, Centerfruit’s initiative is not just marketing innovation. It is marketing inclusion. And in doing so, it becomes a blueprint for how tech can be playful, scalable, and deeply human even without a screen.

This is how you bring Bharat into the conversation without needing a smartphone. Follow Marketing Moves on Instagram and Facebook for more campaign stories that challenge the norms and connect with the masses.