~ From tradition to technology, Siyaram’s crafts an emotional Father’s Day film ‘Papa hain toh’ ~
YouTube Link: https://youtu.be/D6n9aHhDNDI
In a unique fusion of technology and tradition, Siyaram’s, one of India’s most iconic menswear brands, has launched its first-ever AI-created digital film this Father’s Day. Titled ‘Papa Hain Toh’, the film is an emotional tribute to the strength, presence, and silent sacrifices of fathers, brought to life entirely through artificial intelligence.
At its heart, ‘Papa Hain Toh’ is a celebration of a role often left unspoken, that of a father who stands strong behind every joy, every milestone, and every small comfort. But what makes this campaign truly distinctive is the use of AI to create the visuals, song, and storytelling. A bold experiment that reflects Siyaram’s willingness to explore the future of storytelling while staying true to its roots.
“पापा हैं तो घर में हर दिन खुशियाँ आती हैं,
पापा से ही माँ की मुस्कान सजती जाती है।”
The film pairs evocative Hindi verses with beautifully generated visuals to deliver an emotional story that feels deeply human, despite its machine-assisted creation.
Prashant Awasthi, AVP Marketing at Siyaram’s, said,” 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 begin at home.”
Ketan Shivadekar, Creative Director, AGENCY09, said, “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 deep 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, not replaces, emotion.
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.
The film is now live across Siyaram’s social media platforms, under the title Papa Hain Toh…, inviting users to reflect and share their own stories of fatherhood.
