Project Relate

Agency: Toaster


250M people worldwide have non-standard speech. For them, communicating with others and being easily understood can be difficult. And the reality is that while India has a population of over a billion people, there are only about 4000 registered speech-language pathologists, audiologists, and scientists. That’s a big opportunity for speech technology. Unfortunately, standard speech recognition models don’t work very well for people with non-standard speech. Each person’s speech patterns are very different, which makes it difficult for algorithms to understand and interpret them.

Following years of research from Google’s Speech and Research teams, Project Relate was created. An app that’s custom trained to unique speech patterns of people with non-standard speech. Made possible by over a million speech samples recorded by participants of our research effort. Users can record multiple prompted speech samples, which are used in training a personalized speech model. These models are unique to the individuals who train them and remain on the device of the person.

The user can then use three features:
“Listen” transcribes speech in real-time.
“Repeat” repeats what the speaker has said in a clear, computerized voice.
“Assistant” allows users to speak directly to their Google Assistant

Through this project, Google hopes to help non-standard speech users be better understood on a daily basis and make products that rely on speech recognition technology, like Google Assistant, more accessible to everyone. The app has been piloted with English users in India and will be expanded to Hindi users in 2023.

This professional campaign titled 'Project Relate' was published in India in December, 2022. It was created for the brand: Google, by ad agency: Toaster. This Digital, Film, and Integrated media campaign is related to the Electronics, Technology, Health, and Public Interest industries and contains 3 media assets. It was submitted about 1 year ago.


Advertising Agency: Toaster Singapore
Brand/ Client: Google India
Executive Creative Director: Vinod Savio
Creative Director: Manisha Sharma
Design Director: Marco Rotoli
Copywriter: Gaurav Singh
Art Director: Sanover Srivastava
Head of Strategic Operations: Jackie They
Senior Account Director: Peter Solomon

Group Marketing Creative Manager - Brand, India & Southeast Asia, Google: Samit Malkani
Director, Creator and Emerging Products Marketing, YouTube APAC: Abhinav Rastogi
Senior Product Marketing Manager, Google India: Sakshi Chopra
Product Marketing Manager, Google India: Meet Mukesh Paswan
Product Marketing Manager, Google India: Satyavagheeswaran V


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