Closeup’s AI Valentine’s campaign earns Asia and India record recognition

MUMBAI: Love was in the air and artificial intelligence was behind the camera. Closeup has earned recognition from both the Asia Book of Records and the India Book of Records for generating the highest number of videos using artificial intelligence through its Valentine’s Day campaign, Love Tunes.

Launched during the 2026 Valentine’s season, the AI-powered initiative produced approximately 85,000 personalised music videos, making it one of the largest consumer-facing campaigns of its kind. The campaign also generated more than one million page views on its microsite and attracted around 85,000 user entries.

The concept was simple but highly personalised. Users uploaded a selfie, selected a preferred music style and received a customised music video featuring a rendition of the Closeup jingle via WhatsApp. Behind the scenes, however, the process involved a sophisticated 19-step AI orchestration system that combined face animation, music generation, lyric creation and video rendering.

The campaign received a further boost through influencer-led content featuring CarryMinati, helping generate more than 439 million views across digital platforms.

Developed by HiVoco Studios in collaboration with Hindustan Unilever Limited and WPP Media, the campaign aimed to combine technology with emotional storytelling, allowing users to express affection through personalised content rather than traditional greetings.

Commenting on the achievement, Hindustan Unilever Limited executive director, personal care Vipul Mathur said the campaign was designed to help young consumers express love in a way that felt personal, effortless and memorable. He added that the record recognition validates the initiative’s ability to connect with consumers at scale.

Mathur noted that generating around 85,000 personalised videos and achieving more than 439 million views demonstrates how technology can resonate when it is used to support genuine human emotions.

For HiVoco Studios, the project showcased the potential of AI-driven content creation at scale. HiVoco Studios founder and CEO Pritesh Chothani said delivering tens of thousands of unique videos within a short campaign period required advanced automation, multimodal AI workflows and a robust delivery infrastructure.

Meanwhile, WPP Media head, team fulcrum, South Asia Vinish Mathews described the campaign as a creative breakthrough that transformed user selfies into production-ready music videos within minutes. He said the project demonstrated how generative AI can create hyper-personalised experiences while remaining culturally relevant and emotionally engaging.

As brands increasingly experiment with AI-powered consumer engagement, Closeup’s record-setting campaign highlights a growing shift from mass messaging to personalised experiences. In this case, the formula appears to have struck the right chord, turning selfies into songs and setting a new benchmark for AI-driven marketing in the process.