Mumbai, May 13: Mumbai-based content agency The Creative Tribe is positioning itself among the early adopters bringing AI-hybrid filmmaking to Indian advertising with its latest Mother’s Day campaign created for Reliance Digital.
Titled If Love Had One Name, It Would Be Mom, the campaign blends live-action performances with AI-assisted visual production workflows, reflecting the growing shift toward technology-enabled storytelling in the advertising industry.
The film was produced using a hybrid model where real actors, costumes, props, hair and makeup remained central to the production process, while artificial intelligence supported areas such as environment creation, production design extensions, art direction, and lighting enhancements.
According to The Creative Tribe, the objective was not to replace traditional filmmaking with AI, but to build an AI-assisted storytelling approach that preserves emotional authenticity while enabling faster and more cost-effective execution.
The campaign was reportedly produced at less than half the cost of a conventional production of similar scale, while also reducing turnaround timelines. Since its release, the film has crossed 35 million views on Instagram and over 18 million views on YouTube, reflecting strong audience engagement across digital platforms.
Speaking about the campaign, Masumeh Makhija, Co-founder of The Creative Tribe, said:
“Audiences can instantly sense emotional dishonesty. Real human performances and emotional truth remain the soul of storytelling. AI helped us enhance the cinematic world around those performances, not replace them.”
Co-founder Viral Shah said the evolving advertising landscape is pushing brands and production studios to rethink how content is created and delivered.
“Today’s digital ecosystem rewards brands that stay culturally alive every day. We believe the future lies in combining cinema craft, human emotion, AI efficiency and scalable production pipelines,” he said.
The studio said it is actively developing AI-assisted workflows aimed at supporting brands with digital campaigns, performance marketing assets, interactive storytelling formats, and high-volume content production with shorter delivery cycles.
As conversations around AI in advertising and entertainment continue to grow globally, The Creative Tribe describes its approach as “AI-assisted cinematic storytelling” rather than fully AI-generated filmmaking, positioning the model as a collaborative creative process between technology and human craft.
Industry observers note that AI-assisted production methods are increasingly being explored by agencies and content studios seeking to balance creative quality with rising demand for faster, scalable digital content.
The campaign film If Love Had One Name, It Would Be Mom is currently available on Reliance Digital’s digital platforms and YouTube channel.