Who is Ruuh?
AI chatbot launch to 100,000 Gen Z users in less than two weeks
problem
insight
solution
results
Microsoft wanted to launch ‘Ruuh’, its first Indian AI chatbot and get 100,000 gen Z users to engage with it within a month.
Our testing phase revealed that users liked Ruuh’s unique personality way more than her next-gen capabilities.
Instead of launching Ruuh as a cutting-edge AI chatbot, we positioned her as the newest social media sensation who everyone wanted to talk to.
100,000 users acquired in half the expected time
40% earned media resulting in huge media budget savings
