Mumbai, June 2026: Hindustan Unilever Limited’s (HUL) oral care brand Closeup has been recognised by the Asia Book of Records and the India Book of Records for generating the highest number of videos using artificial intelligence.
The recognition was awarded to Closeup Love Tunes, an AI-powered campaign launched during the 2026 Valentine’s Day season. The campaign generated approximately 85,000 personalised AI-created music videos, making it one of the largest initiatives of its kind.
The campaign invited users to upload a selfie, select a music style and receive a personalised music video featuring a rendition of the Closeup jingle, delivered via WhatsApp. The campaign microsite recorded more than one-million-page views and generated around 85,000 entries.
The influencer-led content and campaign assets featuring creator CarryMinati generated more than 439 million views across platforms.
The campaign was developed by HiVoco Content-Tech Studios in partnership with HUL and WPP Mindshare India. The technology behind the initiative involved a 19-step AI orchestration process combining face animation, music generation, lyric creation and video rendering.
Commenting on the recognition, Vipul Mathur, Executive Director, Personal Care, Hindustan Unilever Limited said, “Closeup has always stood for enabling closeness and confidence among young India. With Closeup Love Tunes, we set out to help young people express love in a way that felt personal, effortless and unforgettable and this recognition from the Asia Book of Records and the India Book of Records validates that ambition at scale.”
Mathur added, “Generating approximately 85,000 personalised AI music videos and reaching over 439 million views through influencer-led content is not just a campaign metric, it is proof that when technology is used to serve a genuine human emotion, it resonates. This was made possible by an exceptional collaboration across our teams at HUL, Hivoco Studios, and WPP Mindshare and it’s truly a testament to the power of this collaboration.”
Pritesh Chothani, Founder & CEO, HiVoco Studios said, “Closeup Love Tunes Season 2 demonstrated what becomes possible when visionary brand thinking, strategic creativity and advanced AI orchestration come together. Working alongside Closeup and WPP Media, HiVoco Studios built and operated the campaign’s multi-stage AI orchestration framework that transformed consumer selfies into fully personalised music videos at scale. Delivering approximately 85,000 unique videos within a short campaign window required sophisticated automation, multimodal AI workflows and seamless delivery infrastructure. The recognitions from both the India Book of Records and Asia Book of Records are a testament to what can be achieved when technology is deployed in service of genuine human expression.”
Vinish Mathews, Head – Team Fulcrum, South Asia, WPP Media said, “Closeup Love Tunes 2.0 represents a creative breakthrough, showcasing how generative AI can be deployed at scale to create hyper-personalized user experiences. This campaign brings together a full orchestration stack, from AI-assisted song creation to selfie-to-style visual generation and audio-driven lip-sync video rendering.
Mathew’s added, It’s about turning a user’s selfie into a production-ready music video delivered in minutes, making technology a powerful enabler of emotion. This recognition from the Asia Book of Records and the India Book of Records validates that culture and technology can come together in meaningful ways to create a scalable and impactful campaign.”
Campaign Link: https://www.instagram.com/reel/DVQ-RvSgQj5/
About Closeup
Closeup is Hindustan Unilever Limited’s oral care brand synonymous with confidence, freshness and closeness. With a legacy of championing bold self-expression among young India, Closeup continues to push the boundaries of how brands connect with Gen Z audiences.
About Hindustan Unilever Limited
Hindustan Unilever Limited (HUL) is India’s largest fast-moving consumer goods company with a heritage of over 90 years in India. With over 50 brands spanning 15+ categories, HUL reaches 9 out of 10 Indian households. The Company had a turnover of ₹63,763 crore in FY 2025-26. HUL is a subsidiary of Unilever, one of the world’s leading suppliers of Beauty & Wellbeing, Personal Care and Home Care products.
