Source-backed interpretation.
Editorial interpretation is derived from the original DMAasia/WION video description and transcript. Statements by speakers remain attributed to the source; no unverified current-role or performance claim has been added.
Use this case as a source-led test of how AI and automation was applied to relevance; keep every stated result attributed to the original entry.
Source signal, edited only for readability.
Three takeaways worth carrying forward.
- 01
Start with the stated problem: AI and automation.
- 02
Inspect how the source connects social media to attention—then test the mechanism, not just the headline.
- 03
Treat every stated result as a source claim until it is reconciled with the official case and award record.
What the transcript puts on the table.
We leveraged AI-trained consumer intelligence tools through machine learning algorithms for high-precision consumer targeting.
AI algorithms were used to monitor, analyze and optimize campaign performance in real-time maximizing impact.
The objective was to create awareness and engagement around this brand proposition.
Original context. Current reading.
Recorded in 2024, this captures the language, platforms and constraints of its time. Read it now by separating those period-specific details from the enduring operating question: how should relevance and attention improve the decision?
Durable tests for the work.
- Start from the customer’s situation, not the channel.
- Earn attention with relevance before scaling reach.
What would you keep, change or measure differently if this case intelligence were put to work now?
IP09 · READABLE TRANSCRIPT252 words
Bingo! Tere Mede gives consumers a round-the-clock snacking experience. Wherever and whenever the hunger strikes, just eat, fir, repeat. The objective was to create awareness and engagement around this brand proposition. Challenge was that Tere Mede has been mostly relying on traditional media to reach out to its TG and needed to think of a new approach to resonate better. 2023 popularized Generative AI in our TG, Gen Z. They also experienced snack cravings in the most unexpected moments. Leveraging these insights and the trends, a unique first-of-its-kind campaign was strategized on Instagram. Connecting with the TG contextually and leveraging Generative AI.
With AI, we brought alive the unusual snack craving moments of the TG submitted by them, personalized with their faces. Reaching 15 million people on a small budget. Establishing the brand proposition in an interactive way. We leveraged AI-trained consumer intelligence tools through machine learning algorithms for high-precision consumer targeting. This unpacked the psychographic attributes of the cohorts for contextual targeting with a cross-behavior study. We employed AI to choose influencers who resonated the most with our TG. Natural language processing was used to generate compelling storytelling techniques. And AI algorithms were used to monitor, analyze and optimize campaign performance in real-time maximizing impact.
The level of personalization and contextual targeting resulted in mind-blowing results. Garnering 37 lakh of earned media. Impression 27.7 million. Reach 15.8 million. Engagement 5.77 lakh. Favorite brand 200 BPS over LM. 2 times growth versus competition. Hence, with Bingo Tede Mede, just eat, fill, repeat.