Ad Campaigns
Alembic CSR and Havas Life Mumbai unveil ‘Lullabai’
Mumbai: In a remarkable fusion of technology and empathy, Alembic CSR, the corporate social responsibility foundation of Alembic Pharmaceuticals, in collaboration with Havas Life Mumbai, the healthcare communication vertical of Havas India, has launched ‘LullabAI’, an innovative AI-enabled platform designed to empower speech-impaired mothers. This platform will enable speech-impaired mothers to create personalised lullabies in their own voices for their babies. This pioneering initiative stands at the intersection of generative AI and inclusivity, setting a new benchmark for technological advancements with a heart.
In India, lullabies are more than just songs. They are a profound cultural ritual. They represent a unique bonding experience between a mother and her child, playing a crucial role in a baby’s cognitive, social, and emotional development. For speech-impaired mothers, the chance to share this cherished tradition has long been out of reach. ‘LullabAI’ aims to bridge this gap, offering these mothers an opportunity to create lasting memories with their babies through personalised lullabies.
“We are thrilled to introduce ‘LullabAI’ under our always-on initiative of #ForHerWithHer as a testament to our commitment to empowering mothers with a deep sense of purpose. ‘LullabAI’ exemplifies how technology can be used to create an everlasting bond between a mother and her child,” said Alembic Pharmaceuticals Sr. vice president & SBU head Atul Suri.
“This initiative is a beautiful example of using tech to enhance lives and promote inclusivity. We believe every mother deserves to share her unique voice with her child, and ‘LullabAI’ makes that possible,” added Alembic Pharmaceuticals associate VP & business head Artica Rajpal.
The platform harnesses re-imagined AI technology to transform short voice samples from speech-impaired mothers into lullabies. By employing advanced data cleaning, augmentation, and model training techniques, ‘LullabAI’ captures and applies the mother’s voice to a library of pre-recorded lullabies, creating a deeply personal and culturally relevant experience. The personalised lullaby is then available for the mother to play for her baby anytime.
“Working on ‘LullabAI’ has been an incredibly rewarding journey,” said Havas Life Mumbai, India chief creative officer Sachin Talwalkar. “It made us push the boundaries of tech by re-inventing it to enable a maternal experience that’s profound and essential for early childhood development. It opens many possibilities for mothers and women, at large.”
Havas Life Mumbai, India CEO & Havas Life Dubai (Middle East) regional head Sangeeta Barde added, “Our collaboration with Alembic CSR reflects our commitment to leveraging technology for social good and positively impacting business. ‘LullabAI’ is not just about innovation; it’s about touching lives and creating meaningful connections. We are proud to be part of a project that brings such joy and empowerment to mothers.”
The platform – created in collaboration with Perpetual Block, a Pune-based tech company that specializes in leveraging emerging technologies, Rajeev Raja, Founder and Soundsmith at Brandmusiq, and Anmol Bhave, the multiple national award-winning Sound Designer – took six months to develop, to make the mechanism simple yet transformative. Upon logging into the platform, a mother can choose from a library of lullabies. She then needs to provide a 30-second voice sample, which is used to clean, augment, and apply her voice texture to the selected lullaby. The final personalised lullaby is added to her playlist, allowing her to “sing” to her baby in a way that is uniquely her own.
Alembic CSR’s commitment to women’s health and inclusivity is further exemplified by this initiative, which aligns with their broader mission of supporting and empowering women through innovative campaigns and platforms. ‘LullabAI’ represents a significant step forward in creating an inclusive world where every mother’s voice can be heard and cherished.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
