Kolkata, India — Creative agency Cogfree, based in Kolkata, is redefining modern advertising by seamlessly merging human creativity with generative AI. The agency’s latest campaign for SO KLIN, a leading detergent brand under the Wings Group, stands as a testament to this hybrid approach.
For its recent Holi campaign, Cogfree leveraged generative AI to craft a visually rich and emotionally engaging film that resonated strongly with audiences. The campaign has already garnered over 2 million views across social media platforms, marking it as a significant success in the brand’s digital journey.
While SO KLIN is widely recognized as an Indonesian FMCG brand, it has been steadily strengthening its presence in Eastern India. With a clear mandate to position the brand which believes in “celebrating life”, Cogfree took a bold creative call.
Sudhyasheel Sen, Founder and Creative Director at Cogfree, shared:
“We had a tight timeline and a clear brief—to bring alive the joy of the festival while reinforcing the brand’s role in enabling those experiences. Instead of a traditional shoot, we chose generative AI to execute our idea efficiently. However, we ensured the film retained its emotional core by incorporating a human voiceover, adding warmth and authenticity.”
This hybrid approach struck a chord with the brand as well.With this campaign, Cogfree continues to position itself at the forefront of AI-powered creative strategy, delivering impactful storytelling for modern brands.
