Tata Power’s AI Christmas campaign: Magic or marketing trend?

Rediffusion unveiled an artificial intelligence (AI)-generated video for Tata Power, developed entirely by its Rediffusion AI Design (RAID) Studio. The one-minute-long commercial builds on the company’s corporate campaign, ‘Duniya Apne Hawale’ (The world in your hands), where Mother Earth is subjected to a lot of abuse till it is rescued by young children. The current Christmas film is an extension of the same thought; the younger generation protecting the planet in partnership with Santa Claus.

The ad film, which was led by RAID Studio’s Yogesh Sadekar, leveraged AI prompts to achieve the desired expressions, lighting, and visual aesthetics to communicate this narrative. Even the music is AI generated. The result is a visually interesting video that demonstrates the potential of AI in redefining the creative process.

“The RAID Studio team is leading the charge in integrating AI into creative workflows, enabling faster, more agile solutions while maintaining high-quality standards. This project underscores the transformative power of AI in elevating creativity and delivering compelling narratives,” said Pramod Sharma, national creative director of Rediffusion.

Neilloy Chakravarty, head of RAID Studio added, “The Tata Power Christmas commercial took us a lot of effort and learning. Getting Indian skin tones right is actually tougher than it seems. AI is still a work in progress, but despite the challenges and imperfections, we today have technology that is magical.”

Carol Goyal, executive director of Rediffusion revealed that the agency has at least three more client commercials in AI that it will release before the New Year.

Campaign’s take: Tata Power’s latest Christmas campaign, conceptualised by RAID, provides a compelling glimpse into the future of advertising through the lens of AI. The one-minute commercial, developed under the ‘Duniya Apne Hawale’ (The world in your hands) campaign, reinforces the company’s message of the younger generation protecting the planet, emphasising the critical role they play in safeguarding Mother Earth.

The ad underlines the breadth of AI’s role in modern advertising, with a film that successfully blends elements of magic and modernity with messages of responsibility and care for the environment. However, it also highlights a growing trend where AI’s influence in creative processes is becoming more pronounced—indeed, RAID Studio has three other AI-oriented projects in the pipeline.

Despite the technological advancements, challenges remain, particularly in getting nuanced details right, such as accurate Indian skin tones, which Neilloy Chakravarty of RAID Studio acknowledges. This campaign is not just another example of using AI to enhance visual appeal and storytelling; it also opens a larger conversation about whether the reliance on AI will be more than a passing trend in advertising or become a hallmark of upcoming campaigns across the industry.

While AI can streamline processes and boost creativity, the question remains whether it can consistently produce truly innovative and diverse content. As brands like Tata Power continue to embrace AI, the real test will be in how these ads break away from similar visuals and expressions to offer unique, memorable experiences for their audiences.