Mumbai: In a milestone for India’s creative and advertising industry, RAIDS (Rediffusion AI Design Studios) has created the country’s first full-length television commercial developed entirely using Artificial Intelligence (AI). The film, part of the new ‘Piyo Goodness, Karo Greatness’ campaign for Tata Gluco+, was conceptualised by creative agency VML and executed solely using generative AI technologies by RAIDS.
The AI-powered film has gone live across major media platforms, including during the IPL, and marks Tata Consumer Products’ first-ever thematic commercial crafted fully through AI, showcasing how brands can now blend creativity with cutting-edge technology to tell powerful stories—without relying on traditional production techniques.
Carol Goyal, Executive Director, RAIDS, said, “This 100% AI-crafted narrative for Tata Gluco+ is both visually engaging and deeply meaningful. It is extremely heartening for us to have had Tata Consumer Products and their ad agency VML believe in us and trust AI to deliver a powerful message without traditional shoots and conventional film making techniques.”
The film’s visuals—from dynamic cityscapes and character animations to hyperreal transitions—were built using multiple commercially available AI tools, each selected for its unique capabilities in scene generation, motion rendering, texture refinement, and composition.
Maninder Singh, Head of Creative, RAIDS, added, “Every visual frame, the environment, and motion sequence was born through artificial intelligence, allowing us to reimagine what is possible in film production. Each tool that was used was selected for its strengths – scene creation, motion generation, texture refinement, or cinematic transitions.”
Carol Goyal further emphasized, “This film isn’t just a campaign asset – it’s a statement on where storytelling is headed. AI gave us speed, scale, and style, but most importantly, it gave us freedom. Creative freedom without logistical compromise, and visual ambition without production limits. The result is not just a film, but a glimpse into the future of content production: fast, scalable, creatively limitless, and carbon-light.”
Partha Biswas, President & Head – RTD Business, Tata Consumer Products Limited, said, “This AI-powered thematic film marks a strategic leap in how we communicate our brand values and connect with consumers today. The advanced AI technology has allowed us to create a visually stunning narrative that perfectly captures the essence of Tata Gluco+—how glucose energy can be channelled for positive impact. Our product offers an immediate energy boost without caffeine, making it the ideal companion for today’s youth who want to make a difference in their world.”
Senthil Kumar, Chief Creative Officer, Wunderman Thompson, said, “The energy drink market now evolves beyond functional benefits toward purpose-driven consumption. This campaign beautifully illustrates how Tata Gluco+ isn’t just about personal energy boosts, but about harnessing that power for positive community impact. Today’s conscious consumers seek purpose in their choices and demand brands that align with their values of community, responsibility, and positive action. This narrative delivers exactly that message with power and authenticity.”
As AI continues to reshape content production across the globe, this campaign stands as a pioneering example of India’s potential in creative tech. With no live-action footage, this AI-only production represents a new era of storytelling—faster, smarter, more sustainable, and creatively unbound.
