Raya Remixed
2. Audio Kancils [2.3 Best use of Audio & Voice technology]
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Links:
https://www.axiata.com/rayaremixed/home
Product/Service:
Telecommunications
Client:
Axiata Group Berhad
Brief:
Raya, a cherished Malaysian festive, is a time for heartfelt exchanges and strengthening bonds. We would send handwritten messages to our loved ones or call up radio stations to dedicate Raya songs to them. But in today's digital age, these nostalgic greetings are seen quite old and not updated in the modern world.
Solution:
By seamlessly integrating generative AI and Audio, we transformed traditional greetings into personalised, heartfelt songs. This approach not only modernised the tradition but also redefined the role of technology. Users just need to type out what they want to say to their loved ones, choose the music genre with a Raya twist, and then the AI will generate personalised Raya songs. The campaign reimagined how people connected during Raya, encouraging them to send songs to each other, fostering deeper bonds and enhancing the overall experience. It celebrated the Raya tradition while contributing to its evolution, ensuring its relevance in the digital age. We elevated technology from a mere convenience to a catalyst for deeper connections, demonstrating that when used thoughtfully, technology can enhance human experiences.
