Infact, babies dont need rhythm in lullabies, neither do they need rhyme. All they need is their mothers voice. But what if a mother is speech-impaired and cannot sing to her little one? That’s where the CSR arm of Pharma Co Alembic and Havas Life Mumbai turned to generative AI to make it generate lullabies in these mothers’ voices.
LullabAI transforms short voice samples from speech-impaired mothers into lullabies. For this, LullabAI applies advanced techniques of data cleaning, augmentation, and model training for the capturing and application of the mother’s voice to a library of pre-recorded lullabies. The app connects easement to lullabies in Hindi, later expanding to other languages.
Also, no data was available. Generative A.I. would follow the same principle of having Kishore Kumar sing a modern Bollywood song, which is relatively easy because of the technology these days, as his voice, frequency, and pitch, among others, are all scanned and documented, but in this case, there is just no data of speech-impaired mothers.
It was the brainchild and work of not only Alembic CSR and Havas Life Mumbai but also Pune-based tech company Perpetual Block, which works with generative AI, sound designer Anmol Bhave, and Brandmusiq—self-described by its founder Rajeev Raja as a “creative agency of sound.”.
This campaign forms phase three of the larger umbrella campaign of the pharma company, For Her, With Her. Phase one of the campaign focused on heavy menstrual bleeding and the second phase took a strong stand against Anaemia.
AI platform’s chief creative officer, Sachin Talwalkar, said, “90% of great campaigns are great executions”, further revealing that once he had the idea and got the green signal, he along with Raja then spent months in brainstorming to come out with the proof of concept as “It is the first of its kind in the world”, claims Talwalkar.
“This is a digital-first campaign because deep penetration can come only with digital and technology,” said Atul Suri, Sr. Vice President and SBU Head at Alembic Pharmaceuticals. The pharma company, he announced, will be taking the A.I. platform to nearly 35,000 gynaecologists to further its reach.
Alembic and Havas Life Mumbai turn to AI to help speech-impaired mothers sing a lullaby
When asked about the life of such work because “many times they don’t go all the way” and ‘purpose’ beings to get a bad reputation, to which Suri quipped, “So by the very fact that the For Her, With Her campaign has been on for more than two and a half years, I think that’s testimony enough of our commitment to this entire thing.”. And it’s not that we’ve just hopped off and gone on to something else, we’ve remained committed to women’s health…”
On how his team comes up with insights for the umbrella campaign, Suri gives credit to his team which meets the gynaecologists twice a month and works closely with The Federation of Obstetric and Gynecological Societies of India.
Not to forget, Alembic has taken to the radio and national television too for the earlier phases. “We have a lot of talk shows, debates, getting leading panellists to speak on these medical conditions so that awareness happens.”
Alembic has not slated any television spends for LullabAI, but if the opportunity presents itself, the company will consider it.
Other use cases for this AI platform were also sprouted during the press conference. Babies respond more to their mothers, so if she’s not around, a father can use LullabAI to put the baby to sleep.
Or when Pritha Dasgupta, leader – The Bridge, Havas India, said she would use LullabAI to record all the lullabies in her mom’s voice. “In that way, her voice will be there with me forever.”
