Bajaj released an advertisement featuring an AI-generated Mahatma Gandhi to mark the company's 100-year anniversary [2].
The campaign uses advanced technology to bridge the gap between historical philosophy and modern corporate strategy. By placing a digital likeness of Gandhi in conversation with current leadership, the company seeks to validate its 21st-century operations through the lens of 20th-century ethics.
Directed by Rajkumar Hirani, the film runs for almost 10 minutes [1]. The narrative depicts Gandhi interacting with the founder of the group, Jamnalal Bajaj, whom Gandhi once referred to as his fifth son [1]. The digital avatar also engages with the current CEOs of the Bajaj Group [1].
In the film, Gandhi reviews various business models employed by the company. This review includes an analysis of eco-friendly scooters, finance operations, and global bike exports [1]. The presentation serves as a report card on the company's progress and its adherence to the principles of the Mahatma [1].
This centenary celebration uses the AI tool to demonstrate that the firm's current strategies remain aligned with the ideals Gandhi championed during his lifetime [2]. The project highlights the intersection of generative AI and brand storytelling to maintain a legacy of social responsibility, while expanding into global markets [1].
“The film runs for almost 10 minutes.”
The use of AI to resurrect historical figures for corporate branding reflects a growing trend in 'deepfake' marketing. By linking a modern conglomerate to a symbol of asceticism and ethics like Gandhi, Bajaj is attempting to insulate its commercial success with moral legitimacy during a major milestone anniversary.
