Mumbai-based content agency The Creative Tribe is positioning itself among the early players bringing AI-hybrid advertising filmmaking to India, with a new Mother’s Day campaign created for Reliance Digital.
The film, titled If Love Had One Name, It Would Be Mom, combines live-action performances with AI-assisted visual production workflows. Real actors, costumes, props, hair and makeup were used during production, while AI supported the creation of environments, production design extensions, art direction and lighting setups.
According to the studio, the goal was not to replace filmmaking with AI, but to build an AI-assisted storytelling model that retains emotional authenticity while reducing production timelines and costs. The campaign was produced at less than half the cost of a conventional production of similar scale, with faster turnaround timelines. The film has also crossed 35 million views and 18 million views .
For co-founder Masumeh Makhija, keeping human performance at the centre of the film was critical.
“Audiences can instantly sense emotional dishonesty. Real human performances and emotional truth remain the soul of storytelling. AI helped us enhance the cinematic world around those performances, not replace them,” she said.
Co-founder Viral Shah said the model is also responding to changing brand requirements, where content demand continues to rise while production budgets tighten. “Today’s digital ecosystem rewards brands that stay culturally alive every day. We believe the future lies in combining cinema craft, human emotion, AI efficiency and scalable production pipelines,” he said.
The studio says it is developing AI-assisted workflows aimed at helping brands produce digital campaigns, performance marketing assets, interactive storytelling formats and faster-turnaround content at scale.
As conversations around AI in advertising and entertainment continue to grow, The Creative Tribe is positioning its model as “AI-assisted cinematic storytelling” rather than AI-generated filmmaking, pointing towards a new creative standard that ambitious brands in India can no longer afford to ignore.