A photo upload, a personalised flag-hoisting video, and a campaign doctors actually took part in.

The challenge

IPCA wanted to mark Independence Day with something more personal than a broadcast message. The idea was that each doctor should see themselves in the campaign — not a generic greeting, but a video with their own face in it, hoisting the national flag.

That is straightforward for ten people and very hard for thousands. The platform had to work for a doctor who had thirty seconds between patients, on whatever phone they happened to have, on whatever network was available, with no app to install and no account to create. It had to produce a genuinely personalised video, not an obvious template. It had to handle a heavy surge of traffic on the launch day and a trickle afterwards. And because it handled photographs of identifiable people, it had to treat consent and data retention properly.

What we built

• A one-screen participation flow — open the link, upload or take a photo, enter a name, consent, submit. Nothing else.
• An automated video generation pipeline — the uploaded photo is validated, processed and composited into a branded video template, then rendered and encoded, with no manual step.
• Instant delivery and sharing — the finished video is presented for download and one-tap sharing, which turned participants into distributors of the campaign.
• A campaign dashboard with live participation figures and exportable data for the IPCA team.
• Elastic cloud infrastructure, sized to absorb the launch-day surge and scale back down afterwards.
• Consent and retention handling — explicit consent captured at upload, with a defined retention period and secure deletion.

How it worked — the participant journey

1. 01The doctor receives a link by WhatsApp or email and opens it on their phone.
2. 02They take or upload a photograph. The platform checks it is usable and tells them immediately if it is not.
3. 03They enter their name and give consent.
4. 04The video is generated automatically.
5. 05The finished personalised video appears, ready to download and share.