Siyaram's, an Indian menswear brand, has announced the launch of its first AI-created digital film in celebration of Father's Day. Titled 'Papa Hain Toh,' the film is a tribute to the everyday sacrifices of fathers, brought to life entirely through artificial intelligence.
At its heart, 'Papa Hain Toh' is a celebration of the influential role of a father, but what makes this campaign distinctive is the use of AI to create the visuals, song and storytelling. The campaign is an experiment that reflects Siyaram's willingness to explore the future of storytelling while staying true to its roots, says Siyaram's.
The film pairs Hindi verses with generated visuals to deliver a story that feels deeply human, despite its machine-assisted creation, says the manufacturer.
Prashant Awasthi, Assistant Vice President of Marketing at Siyaram's, says, "Fathers often speak the least but say the most through their actions. With 'Papa Hain Toh,' we wanted to honour that quiet strength, the everyday presence that makes everything feel safe, complete and steady. At the heart of it all, we realised, 'Papa Hain Toh Sab Theek Hain'. This film is our tribute to those unsaid moments and unseen sacrifices that define fatherhood. It's an emotional reminder of where comfort, courage and care begins at home."
Ketan Shivadekar, Creative Director at AGENCY09, says, "We used AI deliberately, not to replace emotion, but to express it more creatively and powerfully. The challenge was to make something generated feel genuinely felt. AI gave us freedom. Freedom to explore, experiment and express emotion in a new format. We believe this campaign proves that tech and emotion can coexist beautifully when led by a strong insight."
While AI has enabled this imaginative leap, Siyaram's continues to hold respect for the role of human creativity in the artistic process. This campaign is not a replacement for creative minds, but rather a new direction in collaborative storytelling, where innovation supports emotion, as opposed to replacing it, says the manufacturer.
As a legacy-driven menswear brand, Siyaram's has always embraced evolution in fabric, design, and now, narrative. This campaign sets a new benchmark in AI-led brand communication in the Indian apparel space, concludes Siyaram's.
For more information, visit www.siyaram.com. You can also follow Siyaram's on Facebook, LinkedIn, Instagram or on X.
*Image courtesy of contributor