Client: Intas Pharmaceuticals
Brand: Sartel (Hypertension Drug)
Industry: Pharma
Objective: Build recall & goodwill through personalised engagement
Audience: Doctors across India
Tech Format: AI Lip-Sync + Dynamic Video Customisation
The Challenge
Doctors were overloaded with generic greetings, static videos, and repetitive communication. Sartel needed a breakthrough way to create emotional, professional, and memorable interaction at scale – beyond traditional detailing and CME formats.
The Strategy – “Get to Goal”
Use AI to turn Ronit Roy into a one-to-one virtual brand ambassador. Create personalised video greetings that speak to each doctor individually by name, occasion, and context, delivered instantly via a dedicated portal.
Creative Execution
- AI portal for field force to auto-generate customised videos
- Ronit Roy voice + lip-sync matched to each doctor’s name
- Occasion-based formats: Birthday, Doctor’s Day, Teacher’s Day, Brand Day
- 30,000+ unique videos generated
- Extended into AI Podcast Series – co-created with 3,000 doctors, educating 1,00,000+ patients
Innovation Highlights
- First AI-powered celebrity personalisation in Indian pharma
- Real-time video creation at scale
- Doctor name + mentor name dynamically merged
- Viral sharing – doctors forwarded videos themselves
Impact & Results
- 30,000 personalised videos delivered
- Record-breaking doctor engagement vs static greetings
- Stronger field force conversations & brand recall uplift
- 1,00,000+ patients educated via AI podcast content
- Doctors described the experience as “exclusive, emotional, unforgettable”