Brands
Liqvd Asia’s Amplifon campaign ‘Missed Words!’ wins Gold with six languages
AI-produced Father’s Day film used a human insight to drive hearing-loss awareness across regions
MUMBAI: Sometimes, the person missing the words is not the one who notices it first. That human insight has helped Liqvd Asia’s ‘Missed Words!’ campaign for Amplifon win Gold in the Best AI-Driven Content Marketing Campaign category at the DATAMATIX Asia Awards 2026.
Created for Father’s Day, the campaign focused on a familiar but often overlooked sign of hearing loss: fathers repeatedly asking people to repeat themselves, missing parts of conversations or becoming quieter, behaviours that can easily be mistaken for irritability or withdrawal.
Instead of speaking directly to fathers, Liqvd Asia targeted their children, encouraging them to pay closer attention to what their fathers might be missing.
The idea was brought to life through an AI-produced film that was adapted into six languages and distributed across social media using hyperlocal targeting. The approach allowed the campaign to create and deploy multiple language versions within the short Father’s Day window, at a speed that conventional production would have struggled to match.
The campaign generated more than 2.2 million views and 863,000 engagements across platforms.
LiqvdAsia founder and managing director Arnab Mitra said the campaign started with a human insight that needed to be made relevant across different language audiences within a limited timeframe. He said AI helped the agency extend the idea without taking away its human core, giving it greater reach, relevance and speed.
Liqvd Asia business head Monish Sanghavi said the central challenge was reaching the person who could act on the problem rather than the person experiencing it. He said the campaign therefore targeted children and used AI to deliver six language versions to the right households during the two-week Father’s Day window.
The campaign was developed using Liqvd Asia’s in-house AI Studio and its proprietary Human Desire Framework, which maps consumer behaviour to content designed to perform at scale.
The group’s AI capabilities also include Tesseract, an AI lab developed by AdLift that automates content production and tracks brand presence across AI search platforms, including ChatGPT, Perplexity and Gemini.
