India, September 2026: Sometimes, the person who is missing the words is not the person who notices the problem. A father asking people to repeat themselves, missing parts of a conversation or becoming quieter can easily be seen as irritability or withdrawal, rather than a sign of hearing loss. This insight shaped ‘Missed Words!’, the Father’s Day campaign created by Liqvd Asia for Amplifon, which won Gold in the Best AI-Driven Content Marketing Campaign category at the DATAMATIX Asia Awards 2026.
The campaign set out to help families recognise these everyday signals for what they could be. Rather than speaking directly to fathers, the idea focused on their children, encouraging them to listen more closely and understand what their fathers may be missing.
The insight was brought to life through an emotionally driven AI-produced film, which was then adapted into six languages and promoted across social media for hyperlocal targeting. With Father’s Day offering a narrow window to engage audiences, AI enabled the team to create and deploy the different language versions at a scale and speed that conventional production would not have delivered within the window. The campaign went on to deliver more than 2.2 million views and 863,000 engagements across platforms.
Arnab Mitra, Founder and Managing Director, LiqvdAsia, said, “What made this campaign interesting for us was the problem we were trying to solve. We had a very human insight, but we needed to make it relevant to people across different language audiences within a very short window. AI helped us extend the idea without changing what made it human in the first place. For us, that is the real opportunity with AI in content: giving a strong idea more reach, relevance and speed.”
Monish Sanghavi, Business Head, Liqvd Asia, said, “The hardest part of this brief was not the film. It was that the person who needs to act is not the person who notices the problem. So we went after the children, not the fathers. AI let us put six language versions of that idea into the right households inside a two-week Father’s Day window, which a conventional production line simply would not have done. It did not replace the thinking. It got the thinking of people who would otherwise never have heard it in their own language.”
The campaign was developed using Liqvd Asia’s in-house AI Studio and its proprietary Human Desire Framework, which maps consumer behaviour to content designed to perform at scale. The group’s AI layer also includes Tesseract, an AI lab developed by AdLift that automates content production and tracks brand presence across AI search platforms including ChatGPT, Perplexity and Gemini.
