Through a bold creative approach, Raymond turn generative AI into a Cinematic Tribute

Mumbai : Marking 100 years of trust, quality, and excellence, India’s homegrown legacy brand Raymond celebrated its centenary with a striking symbol of its future readiness — a musical tribute film powered entirely by generative AI. In a first-of-its-kind initiative, the 3.5-minute film brings to life AI-generated models with realistic human personas, blending technology and emotion into a cinematic narrative that reimagines what storytelling can be for heritage brands.

The Journey Behind the Film The ambitious project began on August 16, 2025, when creative agency Marketing Mojito was tasked with transforming Raymond’s vision into a living, breathing AI-driven tribute. From scripting and storyboarding to generating frames, characters, and environments — every aspect was created from scratch. The team worked almost round-the-clock for 15 days, pushing through server crashes, rendering errors, and creative hurdles to deliver a cinematic piece that embodied Raymond’s century-long spirit of innovation in time for the iconic event.

The centenary tribute not only honors Raymond’s rich legacy but also signals a bold step into the future, where creativity and technology converge. Even as the brand embraces AI to craft new-age stories, its heart remains anchored in the craftsmanship and values that have defined it for a century.

Speaking about the centenary tribute, Rohit Khanna, Head of Corporate Communications, Raymond Group, said, “At Raymond, our vision was to create more than a tribute – a living bridge between a century of legacy and the limitless future ahead. By harnessing AI, we were able to unite heritage and innovation into one evocative story that reflects who we are and where we’re going. Delivering a project of this scale in just weeks stands as a testament to our team’s agility and to what becomes possible when human creativity and intelligent technology work as one.” Echoing the sentiment, Rahul Arora, CEO, Marketing Mojito, shared, “This project proves that AI doesn’t replace human creativity, but it amplifies it. Our aim was to fuse technology with emotion, and the Raymond tribute became the perfect canvas. It sets a new benchmark for how legacy brands can use innovation to tell timeless stories.” Every frame was an exercise in balance, keeping the soul of a hundred-year-old brand intact while letting technology paint the future. AI became our brush, but emotion was still the colour.

As AI reshapes the marketing landscape, projects like this highlight how storytelling is evolving beyond static communication into immersive, human-like engagement. For Raymond, using AI to celebrate its centenary wasn’t just an artistic choice, it was a thoughtful reflection of the emotional bond the brand has built with generations of consumers, employees, and partners over the last century.