New Delhi: Hindustan Unilever’s oral care brand Closeup has been inducted into the Asia Book of Records and India Book of Records as the ‘Largest Video Generated Using Artificial Intelligence’ through its Closeup Love Tunes campaign.
Launched during the 2026 Valentine’s season, the campaign invited young consumers to create personalized AI-generated love song videos.
Users uploaded a selfie, selected a mood from romantic, rock, or rap and received a cinematic, lip-synced music video of them playing a personalized version of Closeup’s jingle “Paas Aao Na.” The video was distributed to users on WhatsApp.
The brand said the campaign’s microsite received more than 1 million page views. Approximately 85,000 submissions were received and personalized AI-generated music videos were created and delivered to users. Influencer-driven content and brand assets featuring CarryMinati have generated over 439 million views.
The campaign was built by HiVoco Content-Tech Studios in partnership with HUL and WPP Mindshare India.
Closeup Love Tunes used a 19-step AI orchestration engine that combines facial animation, AI-composed music, lyric generation, and cinematic video rendering. With this technology stack, users can now turn selfies into music videos at scale and receive them on WhatsApp within minutes.
This recognition was given by the Asian Register and the Indian Register, which independently verify recording attempts against defined criteria and evidence.
Vipul Mathur, Executive Director, Personal Care, Hindustan Unilever, said, “Close Up has always aimed to bring intimacy and confidence among India’s youth. With Close Up Love Tunes, we have strived to help young people express their love in a personal, effortless and unforgettable way. This recognition from Asia Book of Records and India Book of Records is a massive testament to that ambition.”
He further added, “Generating around 85,000 personalized AI music videos and reaching over 439 million views through influencer-driven content is proof that technology resonates when used to respond to real human emotions, not just campaign metrics. This was made possible by the extraordinary collaboration between our teams at HUL, WPP Mindshare and Hivoco Studios.”
“Closeup Love Tunes 2.0 represents a creative breakthrough and shows how generative AI can be deployed at scale to create hyper-personalized user experiences,” said Vignish Matthews, Head of Fulcrum, South Asia Team, WPP Media.
He added that the campaign “turns a user’s selfie into a music video that can be produced and distributed in minutes” and that the award is proof of how culture and technology can work together to create scalable campaigns.
Closeup said the campaign was rooted in the insight that many young people have difficulty articulating their romantic feelings. Music was used as a medium for them to express their feelings in a personal way.
The campaign engaged young audiences across Instagram, YouTube, and WhatsApp through influencer content, podcasts, and memes.
