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.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
