Former Indian cricket captain Sourav Ganguly is part of Dabur India Ltd.’s most recent summer campaign for Dabur GlucoPlus C, which offers a unique personalized coaching experience driven by generative AI. The Dada’s Power Coaching Camp campaign, which turns Ganguly from the face of a campaign into a personal mentor for young athletes throughout India, represents a dramatic departure from traditional celebrity endorsements.

Celebrity-led campaigns have largely relied on a one-way communication model for decades, with a well-known face reaching millions of people with a single message. The most recent campaign from Dabur GlucoPlus C deviates from that structure by fostering meaningful, one-on-one interactions tailored to each child’s athletic journey.

The campaign encourages mothers to participate through Meta platforms by sharing their child’s name, sport, and greatest performance challenge. It is based on a compelling consumer insight: behind every young athlete is a mother invested in every victory, setback, and moment of self-doubt. After that, they receive a customized WhatsApp video in which Sourav Ganguly speaks to their child by name and offers words of encouragement and coaching that are unique to their sport and challenge.

With the help of generative AI, the campaign produced over 250 different content combinations, reaching over 110 million mothers in India and providing over 1.3 million individualized coaching moments.

Additionally, the campaign skillfully highlights the importance of Dabur GlucoPlus C at a critical juncture in a child’s active routine. GlucoPlus C, created for active children, combines six vital vitamins and minerals to support immunity, performance, and recuperation following active play with 20% more glucose for additional energy. Instead of just promoting the product, the campaign organically incorporates it into the times when kids are most in need of energy.

Sourav Ganguly said, “Resilience is just as important in sports as skill. Every child has unique strengths and difficulties, and sometimes a few words of support at the appropriate time can make all the difference. The chance to connect with kids on a much more intimate level was what thrilled me about this campaign. It’s a great use of creativity if a child can be inspired to continue and enjoy the game with just a few words of encouragement. With the use of technology, we can now provide each child with coaching that feels applicable to their own journey and remind them that perseverance, energy, and confidence are all necessary for success”.

North and East India are the main regions where the campaign is being implemented.

Priyanka Dutta