Vicco Kolkata's Ananya Ruposhri
An AI-powered consumer engagement experience built around participation, personalisation and social sharing.
Goal behind the idea.
Vicco wanted to create a consumer engagement campaign that felt local to Kolkata, culturally relevant and built for participation, rather than another conventional product-led promotion.
The objective was to give people a reason to actively engage with the brand by placing the consumer at the centre of the campaign experience. The idea needed to work across WhatsApp and social media, be simple to participate in, and create something personal enough for users to want to share.
At the same time, the experience had to bring together consumer participation, personalised content and creator amplification within one connected digital journey, while keeping Vicco naturally present throughout the interaction.
Idea that made it personal.
Instead of asking consumers to simply watch, click or enter a contest, the idea was to make them part of the campaign itself.
Kolkata's Ananya Ruposhri invited people to share a selfie and see themselves transformed into a personalised Vicco campaign visual using generative AI. Every participant received something created around them, turning a brand interaction into a piece of content they could genuinely feel connected to.
The experience combined personalisation, local cultural relevance and social participation, giving consumers a reason not only to engage with Vicco, but also to share their own campaign moment with others.
At the heart of the idea was a simple shift: from showing people the campaign to putting people inside the campaign.
“From asking people to see the campaign, to giving them a chance to become part of it.”
Solution built around the idea.
We designed the campaign as a WhatsApp-led participation journey that made the experience simple for consumers while connecting multiple technologies behind the scenes.
Participants entered through WhatsApp, shared a selfie and moved through a guided campaign flow. The submitted image was then processed through a generative AI workflow to create a personalized Kolkata's Ananya Ruposhri campaign visual built around the participant.
The journey was designed to connect: consumer participation, AI-generated content and social sharing in one experience. Once the personalised creative was ready, participants could review it and continue into the campaign's social participation journey.
Alongside the consumer experience, Digimozo built the technology and campaign workflows required to manage entries, generate personalized outputs and support the overall activation.
Built from end to end.
The campaign required more than a creative idea. Digimozo built the complete participation ecosystem that connected the consumer journey, generative AI, campaign operations and social amplification.
WhatsApp Experience
A guided WhatsApp journey for campaign discovery, selfie submission, status updates and participation communication.
Generative AI Workflow
An automated image-generation process that transformed consumer selfies into personalized Vicco campaign creatives while maintaining a consistent campaign look.
Campaign Technology
The backend infrastructure required to receive entries, process image requests, manage generation queues and deliver personalized outputs at scale.
Consumer Journey Design
Every interaction was mapped to keep participation simple, from the first WhatsApp message through image creation, approval and the next campaign action.
Social Sharing Experience
The personalized creative became part of a wider social journey, encouraging participants to take their campaign experience beyond WhatsApp.
Influencer Amplification
A creator-led layer was integrated into the campaign to introduce the idea to relevant audiences and extend the conversation across social platforms.
Journey from entry to experience.
The consumer journey was designed to feel simple on the surface, while multiple campaign systems worked together.
