At the heart of Rama's "Ramanize your dish" campaign is a simple, playful idea: add Rama to an everyday meal, and it becomes something else entirely - it gets "Ramanized." Rather than just advertising that idea, TDMC's creative and development teams built two interactive experiences that let customers play with it directly. A TikTok AR filter turned the campaign's lexicon into a head-tilting guessing game, while an AI-powered chatbot, "Rameezy," let customers chat their way into contributing new names to that same lexicon. Two very different technologies, built around the same goal: making customers active participants in Rama's campaign, not just an audience for it.
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Executive Summary
02
Introduction
Rama's brand team wanted to push past the marketing formats customers had come to expect, in search of something that would deepen the connection between the brand and its audience - new and existing customers alike. The campaign already had a strong creative hook in its "Ramanized" meal-name lexicon. The opportunity TDMC saw was to stop telling customers about that lexicon, and start inviting them to interact with it directly.
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The Brief
Standard campaign formats can communicate an idea, but they rarely make someone feel it. Rama's brief called for something more memorable than another piece of branded content - an experience that would put customers inside the campaign's central concept, in formats that felt native to where they already spent their time. That meant looking beyond conventional marketing mediums entirely.
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The Solution
A TikTok filter that turned the lexicon into a game
TDMC's creative team proposed an augmented reality face filter for TikTok, eventually landing on a "This or That" format that played directly on the campaign's core concept. The filter presents users with a meal and two possible pronunciations of its "Ramanized" name, prompting them to physically tilt their head toward the version they believe is correct. That combination - physical interaction paired with active engagement with the brand's lexicon - was designed to do double duty: build instant familiarity with the campaign, and create a memorable enough moment to support product recognition well beyond the filter itself. The effect was built in TikTok's Effect House, a node-based AR scripting platform, with the team manipulating text and image elements in 3D space and building motion-tracking systems to follow the user's head movement - iterating concepts collaboratively between the creative and development teams before converting the final design into a working effect.
An AI chatbot that turned customers into co-creators
Where the filter invited a moment of play, the chatbot invited ongoing participation. "Rameezy," a character from the campaign, asked customers for the everyday name of a meal and returned a Ramanized version of it - with every submission doing double duty as a competition entry and a contribution to the brand's growing bank of meal names. The chatbot's intelligence was built on the OpenAI API, trained on Rama's existing Ramanized dish names alongside the brand's intended lingo, tone and vocabulary, so it could handle an unexpected question the way a real person would without breaking character. It was built as a self-contained mini web application, installed onto Rama's WordPress site via a custom plugin for easy deployment and removal, and housed on a dedicated, brand-designed landing page with an SMS-style interface that made talking to Rameezy feel like texting a friend.
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Results
Together, the two experiences gave Rama something a standard campaign rollout couldn't have delivered on its own.
- Turned a campaign concept that could have stayed purely conceptual into two genuinely interactive experiences, on two very different platforms.
- Extended Rama's presence into formats - TikTok AR and AI conversation - that weren't previously part of the brand's standard marketing mix.
- Built a reusable, customer-contributed bank of meal names for the brand team to draw on well beyond the campaign's run.
- Combined creative concept development with full technical execution in-house, from AR scripting to AI model training to custom plugin development.
- Gave customers two distinct ways to engage with the same core idea - one playful and instant, one conversational and ongoing - reinforcing the campaign's central concept through repetition without ever feeling repetitive.
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Conclusion
Neither the filter nor the chatbot was built as a gimmick bolted onto an existing campaign - both were built around the same insight: that the most memorable way to communicate a brand idea is to let customers experience it themselves. By pairing genuine creative thinking with real technical execution across two very different technologies, TDMC gave Rama a campaign that didn't just reach its audience, but turned that audience into active participants in the brand's own story.
