Bajaj Group has rolled out a film, ‘Kathni Karni Ek Si’, commemorating its 100-year journey.

Directed by filmmaker Rajkumar Hirani and conceptualised by Wondrlab, the ad is entirely crafted using Artificial Intelligence (AI). The film features members of the Bajaj family who today lead the brand’s businesses. The title ‘Kathni Karni Ek si’, which translates to ‘one’s actions must match one’s words’, captures the Group’s commitment to Jamnalal Bajaj’s Gandhian principles, particularly his belief in placing ‘common good over individual gain’.

At its heart, the film reimagines the deep and historic bond between Mahatma Gandhi and Jamnalal Bajaj, whom Gandhiji regarded as a businessman of conscience. In the narrative, Gandhi returns to present-day India, at Jamnalal’s behest, to see whether the values he once championed still live on in the Group’s businesses a century later.

What we think about it: The film cleverly incorporates subtle references and tonal callbacks to Hirani’s own cinema, adding moments of familiarity and amusement that make the narrative instantly engaging for audiences. Despite being a 10-minute-long branded film - a duration that often risks losing viewer attention, it never feels stretched, largely because of the strength of its storytelling and emotional pacing. The narrative flows seamlessly between history, philosophy, and modern-day relevance, keeping viewers invested throughout. 

Hirani said, “Rajiv (Bajaj) called me and said it’s going to be 100 years of Bajaj this year. Want to make a short film to celebrate it. Wondrlab had a concept in mind. It was quite quirky and was fun developing it. My early years of film making was advertising and audio visuals. So, it was kind of going back in time. The only difference was that this time we did the full film on AI. It was a first for me. Learnt a lot about AI on the way. The confidence the Bajaj family and Wondrlab showed as we were wading into an unknown territory, helped.”

Rajiv Bajaj, managing director, Bajaj Auto, said, “For 100 years, Bajaj has stood for trust, integrity, and purpose-led growth. ‘Kathni Karni Ek Si’ is not merely a line, but a philosophy deeply embedded in the way the Group has conducted itself across generations. This captures that belief system and a reminder that legacies are built when actions consistently reflect values.”

Sanjiv Bajaj, chairperson and managing director, Bajaj Finserv, said, “The Bajaj Group’s values have endured for a century. Just as our businesses are transformed by AI, we wanted this film too to reflect the spirit of responsible innovation, anchored in conscience and nation-building. Watching Gandhiji and Jamnalalji come alive on screen was deeply inspiring for all of us.”

Shekhar Bajaj, chairperson, Bajaj Electricals, said, “In our family, the stories handed down were never about wealth, but about the values behind it. That was Jamnalalji's measure of success, and a century later, it remains ours. To see those ideals come alive on screen is deeply meaningful for every generation that follows.”

Niraj Bajaj, chairperson, Bajaj Auto, and chairperson and MD, Mukand, said, "The Bajaj Group businesses were born from the swadeshi belief that India should build what India needs. Decades later, that purpose remains unchanged, only the products have got better. Seeing that legacy captured so beautifully on screen is a proud and inspiring moment for all of us in the entire Bajaj Group.”

Commenting on the creative vision, Hemant Shringy, CCO and managing partner, Wondrlab Network, said, “This campaign was an opportunity to tell a deeply emotional and culturally significant story in a way that felt contemporary and path-breaking. The idea of Gandhiji returning to review Bajaj’s journey gave us a powerful narrative lens. Using AI as the medium was symbolic in itself, showcasing how technology can elevate timeless storytelling while remaining rooted in human values. The significance of this milestone for the Bajaj Group was not lost on us and everyone from the Wondrlab team was committed to make the work worthy of the milestone. And when it came it bringing it to life, we had to have someone who’d do absolute justice to it. And it had to be Raju. And watching him in action has been truly enriching.”