Tata Power has rolled out a film to call for a greener future ahead of Christmas.

Conceptualised by Rediffusion AI Design Studio (RAID), the film is an extension of its 'Duniya Apne Hawale' thought launched in December 2023.

In this film, young children are shown asking Santa for a 'beautiful world'. Their wish is delivered as Santa arrives on his sleigh on Christmas day with globes to indicate a better world being delivered.

A Rediffusion statement revealed that it was created completely using AI.

What we think about it: A simple but powerful message delivered. It's good to see Tata Power extending its campaign thought from 2023 and making it an annual reminder.

Pramod Sharma, NCD, Rediffusion, said, “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."

Neilloy Chakravarty, head, 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 WIP but despite the challenges and imperfections, we today have technology that is magical.”