Cerebro: The video recommendations and personalisation engine

Rituparna Dasgupta, Deepa Kharidaha, Charul Tomar, Brajesh Dwivedi

Indian app Krispy increased its consumer retention with the development of a video recommendation engine.

Campaign details

Brand: KrispyBrand owner: Hindustan Unilever LimitedLead agency: MindshareContributing agencies: VidoolyCountry: IndiaIndustries: Websites, online services, appsMedia channels: Content marketing, Mobile & apps, Online videoBudget: No budget

Executive Summary

Krispy is Hindustan Unilever's first OTT (streaming) initiative. It is an app which serves snackable Bollywood content to the Indian youth. This initiative is the next wave following the successful Video KKT (Kan Khajura Tesan), the on-demand audio entertainment channel on the mobile platform.

Krispy was at an embryonic stage in October 2016, with hardly two thousand...

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