iWorld
Siyaram’s stitches up AI and emotion in a Father’s Day film that tugs heartstrings
MUMBAI: If dad jokes could make you cry, Siyaram’s latest film might be the culprit.
This Father’s Day, the heritage menswear brand has spun a yarn of emotion and AI wizardry with its digital film, ‘Papa Hain Toh’. But unlike your dad’s wardrobe staples, this one’s entirely stitched in code.
The campaign, a first for Siyaram’s, marries poetic emotion with AI-generated visuals and music to celebrate the silent strength of fatherhood. The film features moving Hindi verses and a subtle storyline that showcases the father as the quiet architect of every family comfort. Created entirely by artificial intelligence, the film doesn’t feel mechanical – it pulses with warmth.
“पापा हैं तो घर में हर दिन खुशियां आती हैं,
पापा से ही माँ की मुस्कान सजती जाती है।”
“Fathers often speak the least but say the most through their actions”, said Siyaram’s AVP marketing Prashant Awasthi. “With Papa Hain Toh, we wanted to honour that quiet strength, the everyday presence that makes everything feel safe, complete, and steady. At the heart of it all, we realised, ‘Papa Hain Toh Sab Theek Hain’. This film is our tribute to those unsaid moments and unseen sacrifices that define fatherhood”.
Creative partner Agency09 helped translate this brief into a campaign powered by generative tech. “We used AI deliberately, not to replace emotion, but to express it more creatively and powerfully”, said Agency09 creative director Ketan Shivadekar. “The challenge was to make something generated feel genuinely felt”.
While the campaign flexes technological muscle, Siyaram’s insists it doesn’t sideline human creativity. The film, now live across Siyaram’s digital channels, marks a new frontier in Indian apparel advertising – one where emotion and innovation co-exist, and storytelling is no longer confined to traditional filmmaking.
The 48-year-old brand, known for its textile heritage, now adds storytelling flair to its fabric with a campaign that goes beyond fashion, straight to the heart.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
