MAM
Closeup Unveils AI-Powered ‘Love Tunes’ Campaign to Redefine Valentine’s Day Expression
Closeup pioneers hyper-personalised romantic storytelling through generative AI.
National, February 13, 2026 – Hindustan Unilever Limited’s (HUL) flagship oral care brand, Closeup, today announced the launch of ‘Closeup Love Tunes: Your Personalised Valentine’s Music Video’, a pioneering, pan-India campaign that reimagines how young India expresses love. Harnessing the power of advanced generative AI, the campaign enables consumers to create and star in their own personalised music videos—transforming emotional intent into a bold, expressive, and shareable declaration of affection this Valentine’s Day.
Rooted in Closeup’s longstanding belief in enabling closeness, the campaign addresses a contemporary cultural truth: while Gen Z values authenticity, many still struggle to articulate deep romantic feelings. Closeup Love Tunes, building on the success of last year’s initiative, creates a powerful bridge between emotion and expression—using technology not as a novelty, but as a facilitator of genuine human connection.
At the heart of the campaign is a first-of-its-kind AI experience that seamlessly transforms a user’s selfie into a fully lip-synced, cinematic music video, complete with a customised love track. From song creation to visual styling and audio-driven video rendering, the experience is designed for instant gratification, with the final video delivered directly to users via WhatsApp—making personal expression effortless, intimate, and immediate.
Vinish Mathews, Head – Team Fulcrum, South Asia, WPP Media, added: “Closeup Love Tunes 2.0 represents a creative breakthrough, showcasing deployment of generative AI can be deployed at scale to create hyper-personalized consumer experiences. This campaign orchestrates a full stack – from AI-assisted lyrics, song creation, selfie-to-style visual generation and audio-driven lip-sync video renders. We turned a consumer’s selfie into a production-ready music video delivered in minutes, demonstrating how technology is can be a powerful enabler of emotion.”
The campaign’s AI backbone is powered through a strategic partnership with HiVoco Studios. “Enabling this seamless delivery of the personalised music video experience was HiVoco’s 19-step AI orchestration engine which ran a complex multimodal AI coherence and delivered the videos seamlessly” – says Pritesh Chothani, Founder & CEO of HiVoco Studios
Extending beyond a single execution, Closeup Love Tunes will be woven into social-first content properties alongside a robust influencer ecosystem spanning mega, macro, and nano creators. Together, they reinforce the brand’s message and inspire Gen Z to express love fearlessly this Valentine’s season.
Closeup Lovetunes microsite: https://closeuplovetunes.in/
About Hindustan Unilever Limited (HUL)
Hindustan Unilever Limited (HUL) is India’s largest Fast-Moving Consumer Goods company, with its products touching the lives of nine out of ten households in the country. HUL works to create a better future every day.
Media enquiries: Mediacentre.hul@unilever.com
About WPP Media:
WPP Media is WPP’s global media collective. In a world where media is everywhere and in everything, we bring the best platform, people, and partners together to create limitless opportunities for growth. For more information, visit www.wppmedia.com.
Media Contact:
Rashmi Nakaskar
rashmi.nakaskar@wppmedia.com
About HiVoco Studios
HiVoco Studios is a New Delhi based marketing-tech company, a Computer Vision and Voice-AI specialist.
Media Contact:
Kritika Singh – kritika@hivoco.com
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
