Alembic CSR and Havas Life Mumbai transform motherhood through AI

Fusing technology with empathy, Alembic CSR, the corporate social responsibility foundation of Alembic Pharmaceuticals, collaborated with Havas Life Mumbai, the healthcare communication vertical of Havas India, to launch ‘LullabAI’. This artificial intelligence (AI) enabled platform enables speech-impaired mothers to create personalised lullabies in their own voices for their babies.  

In India, lullabies are more than just songs; a profound cultural ritual, they represent a unique bonding experience between a mother and her child and plays a crucial role in an infant’s cognitive, social, and emotional development. For speech-impaired mothers, the chance to share this cherished tradition has long been out of reach. LullabAI aims to bridge this gap, offering these mothers an opportunity to create lasting memories with their babies through personalised lullabies.

“We are thrilled to introduce ‘LullabAI’ under our always-on initiative of #ForHerWithHer as a testament to our commitment to empowering mothers with a deep sense of purpose. It exemplifies how technology can be used to create an everlasting bond between a mother and her child,” said Atul Suri, senior vice president and strategic business unit head at Alembic Pharmaceuticals.

His colleague, Artica Rajpal, who is the associate vice president and business head at Alembic Pharmaceuticals, added that that initiative is a beautiful example of using tech to enhance lives and promote inclusivity.

The platform harnesses re-imagined AI technology to transform short voice samples from speech-impaired mothers into lullabies. By employing advanced data cleaning, augmentation, and model training techniques, ‘LullabAI’ captures and applies the mother’s voice to a library of pre-recorded lullabies. This creates a deeply personal and culturally relevant experience. The personalised lullaby is then available for the mother to play for her baby anytime.

“Working on ‘LullabAI’ has been an incredibly rewarding journey,” said Sachin Talwalkar, Chief Creative Officer at Havas Life Mumbai, India. “It made us push the boundaries of tech by re-inventing it to enable a maternal experience that’s profound and essential for early childhood development. It opens many possibilities for mothers and women, at large.”

The platform was created in collaboration with Pune-based tech company Perpetual Block, Rajeev Raja, founder of Brandmusiq, and award-winning sound designer Anmol Bhave. It took six months to develop and make the mechanism simple yet transformative.

Upon logging into the platform, a mother can choose from a library of lullabies. She then needs to provide a 30-second voice sample, which is used to clean, augment, and apply her voice texture to the selected lullaby. The final personalised lullaby is added to her playlist, allowing her to “sing” to her baby in a way that is uniquely her own.

Sangeeta Barde, CEO at Havas Life Mumbai, India & Regional Head, Havas Life Dubai (Middle East) added, “Our collaboration with Alembic CSR reflects our commitment to leveraging technology for social good and positively impacting business. ‘LullabAI’ is not just about innovation; it’s about touching lives and creating meaningful connections. We are proud to be part of a project that brings such joy and empowerment to mothers.”