Closeup Love Tunes enters Asia Book of Records, India Book of Records for AI-generated videos

New Delhi: Hindustan Unilever’s oral care brand Closeup has entered the Asia Book of Records and the India Book of Records for the “Maximum Videos generated using Artificial Intelligence” through its Closeup Love Tunes campaign. Launched during Valentine’s season 2026, the campaign invited young consumers to create personalised AI-generated love song videos. Users uploaded a selfie, selected a vibe from Romantic, Rock or Rap, and received a cinematic, lip-synced music video of themselves performing a personalised version of Closeup’s jingle, Paas Aao Na. The videos were delivered to users on WhatsApp. According to the brand, the campaign microsite recorded more than one million page views. It received around 85,000 entries, with personalised AI-generated music videos created and delivered to users. Influencer-led content and brand assets featuring CarryMinati 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 combined face animation, AI-composed music, lyric generation and cinematic video rendering. The technology stack enabled users to turn their selfies into music videos at scale and receive them within minutes on WhatsApp. The recognition was given by the Asia Book of Records and the India Book of Records, which independently verify record attempts against defined criteria and evidence. Vipul Mathur, Executive Director - Personal Care, Hindustan Unilever, 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.” He 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, WPP Mindshare and Hivoco Studios.” 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-personalised 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.” He said the campaign was about “turning a user’s selfie into a production-ready music video delivered in minutes,” adding that the recognition validates how culture and technology can come together to create a scalable campaign. Closeup said the campaign was rooted in the insight that many young people find it difficult to articulate romantic feelings. Music was used as the medium to help them express those emotions in a personal way. The campaign engaged young audiences across Instagram, YouTube and WhatsApp through influencer content, podcasts and memes.