Closeup Unveils AI-Powered ‘Love Tunes’ Campaign to Redefine Valentine’s Day Expression

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