The Creative Ask
Baithe Baithe Kya Karen, Karna Hain Kuch Innovation!
Chalo Shuru Karein Interactive-AI-wali-Antakshari
Leke OK Google Ka Naam
Gaana offers listeners free, unlimited access to over 30 million Hindi songs, chart-topping Bollywood music, podcasts, and shows on its digital platform. As a brand, Gaana is committed to furthering its promise of ‘Bas Bajna Chahiye Gaana’ across touchpoints.
But in a crowded market, Gaana wished to reinforce its position as market leader by building a new, digital-native experience to appeal to its listeners and strengthen its perception as a future-forward, savvy, youthful brand.
The Agrahyah Response
To this end, Agrahyah consulted with the Gaana product team and conceptualized interactive AI-driven Antakshari, in Hindi, for Google Home devices as well as Android & iPhones for the very first time.
Why not invite the bot to play along and revive this crowd-pleasing game, and enable listeners to engage one-on-one with Gaana, in their leisure time, from the convenience of their mobile devices?
What Did We Do
We created a first-of-its-kind AI-driven gaming experience in Hindi, where users could activate Gaana Antakshari and play along with the bot, which was designed to recognize the last letter of the song that a user sang and play an actual Bollywood song back in response. The fun continues between the user and the bot for five consecutive turns, after which the player can continue to extend the experience or start afresh.