EBM Peek Freans campaign builds AI-powered YouTube series for children

Campaign ME

02-06-2025

What happens when a heritage brand such as EBM (English Biscuit Manufacturers) embraces next-generation technology? The result is a 'Piper Ki Duniya' (translated as World of Piper) genre-defining, AI-curated animated YouTube campaign, which aims to reshape digital content for young audiences.
At the heart of this YouTube series campaign lies a reimagined Pied Piper — no longer a traditional storybook character, but a dynamic, AI-enhanced 3D personality designed to connect deeply with today's children, setting a new benchmark in values-driven entertainment for children aged 4 to 12.
The campaign was created by Singularity Marketing, which operates in the Middle East and the US under the pseudonym AI CMO, in partnership with AI video creation company Cut Shut Studio, which used Leonardo AI, Flux AI, Runway ML and Midjourney to breathe life into the campaign.
The campaign targeted Urdu-speaking audiences in the Middle East region, including Pakistani, Bangladeshi, and other Muslim expatriate communities, who often shop for EBM products at major retail chains in the region, including Lulu, Nesto, Al Maya, Madina, Talal, as well as supermarkets in their home countries.
The series is the brainchild of the Peek Freans Young Pipers Club, a platform developed especially for children. Built on proprietary AI models trained to understand storytelling, emotional intelligence and child psychology, 'Piper Ki Duniya' also offers auto translate options on YouTube, with subtitles in multiple languages.
Every episode aims to deliver concise, emotionally resonant lessons — ranging from empathy and patience to kindness and generosity — the series is redefining what meaningful screen time looks like for the digital-native generation.
'We didn't want to follow trends — we aimed to set them,' said Shahzain Munir, Executive Director at EBM. 'From scripting to design, every frame was engineered to be inclusive, intuitive, and engaging. Piper Ki Duniya is not just another digital series — it's a bold reimagining of brand legacy through the lens of innovation, crafted to resonate with today's youth while staying rooted in our core values.'
Success metrics of the Peek Freans Piper Ki Duniya campaign
Premiered during Ramadan on ARY Digital and hosted on the Peek Freans Young Pipers' Club YouTube channel, the series achieved viral engagement and strong cultural resonance, becoming a standout success in branded entertainment.
Within the first month of its launch, the AI-powered YouTube series has already surpassed 100,000 subscribers on the platform. As such, the series has already received YouTube's coveted Silver Play Button — reportedly a first in its category.
Piper Ki Duniya has also earned more than 13 million organic views in four weeks and reportedly has become one of the fastest-growing branded youth channels.
'The Piper ki Duniya (PKD) Promo and Episode 1 received 585 views from the Middle East so far, and we anticipate these numbers to grow following upcoming marketing efforts similar to our PR initiatives in the GCC,' Munir said.
'With a longstanding mission of nourishing lives, hearts, and communities through joyful food experiences, EBM is now extending its purpose into the digital storytelling space,' Munir added. 'Piper Ki Duniya stands as a testament to how Peek Freans, a legacy brand, can lead the cultural evolution by merging tradition with technology to educate, entertain, and inspire the next generation.'
CREDITS:
Client: Peek Freans – EBM
Creative Marketing: Singularity Marketing
AI Video Creation Expert: Cut Shut Studio
AI Tools: Leonardo AI, Flux AI, Runway ML, Midjourney