In an endeavour to engage with online viewers, Sony MAX has launched ‘Filmykaant’, an artificial intelligence (AI)-powered chatbot which can answer Bollywood trivia in Hinglish through Sony MAX Facebook Messenger. Vaishali Sharma, Head - Marketing & Communications, Sony MAX Movies Cluster & Sony SAB tells us more…
ON THE IDEATION FOR FILMYKAANT: Sony MAX has always been at the forefront of creating breakthroughs and setting new benchmarks and we realized that engaging with online users is the way forward. Filmykaant is Sony MAX‘s endeavor to engage with audiences beyond the conventional route. While the channel has a very strong social media presence, we wanted to create a new scale of innovation with the chatbot. Filmykaant is thus an interface, an encyclopaedia to Hindi cinema, an entertainer and a friend.
ON HOW FILMYKAANT WILL GIVE SONY MAX AN EDGE OVER COMPETITION: Brand interactions are increasingly becoming more about one-on-one consumer conversations and today chatbots have become one of the most emerging technologies, while AI can create extremely engaging conversations. Developed with an advanced NLP (Natural language processing) technology with an in-built ability to read Hinglish (a mix of English and Hindi), Filmykaant is a one stop destination for every Bollywood lover. It is trained to respond to over 5000 keywords and key phrases pertaining to Hindi cinema trivia 24x7, from Bollywood lovers across the country through Sony MAX Facebook messenger. Its humanistic image will make it more approachable to audiences.
ON PROMOTING FILMYKAANT: While the campaign and promotion is widely in the digital space, we are also looking at using other platforms to engage with Bollywood lovers. The promotion plan cuts across three weeks for Facebook and Google display network and has been carefully chosen, keeping the target audience in mind.