This Father’s Day, Siyaram’s—India’s iconic menswear legacy—has taken a bold creative leap by blending technology and sentiment in a way that’s rarely seen in Indian advertising. Their newest campaign, titled ‘Papa Hain Toh’, is an AI-generated digital film that pays tribute to the quiet strength, presence, and selfless love of fathers. The film marks the brand’s first experiment with AI as a storytelling medium—and the results are emotionally resonant, beautifully executed, and genuinely heartfelt.
Siyaram’s: Celebrating the Unspoken Role of Fathers
At the emotional core of Papa Hain Toh lies a celebration of fatherhood that goes beyond surface-level gestures. The film emphasizes the silent sacrifices fathers make, often without acknowledgment. Through moving Hindi poetry such as:
“पापा हैं तो घर में हर दिन खुशियाँ आती हैं,
पापा से ही माँ की मुस्कान सजती जाती है।”
the story unfolds with an authenticity that resonates universally.
Also Read: Dettol Unveils Father’s Day Campaign #DadsCanToo to Promote Shared Parenting
AI-Generated, Human-Felt
What truly sets this campaign apart is its use of artificial intelligence—not to replace emotion, but to amplify it. Every frame, verse, and background score in the film has been crafted using AI tools. However, the soul of the campaign remains deeply human.
Prashant Awasthi, AVP Marketing at Siyaram’s, said,” Fathers often speak the least but say the most through their actions. 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. It’s an emotional reminder of where comfort, courage, and care begin at home.”
Creativity Meets Technology
The campaign was conceptualized and executed in collaboration with AGENCY09, whose Creative Director Ketan Shivadekar stated, “We used AI deliberately, not to replace emotion, but to express it more creatively and powerfully. The challenge was to make something generated feel genuinely felt. AI gave us freedom! Freedom to explore, experiment, and express emotion in a new format. We believe this campaign proves that tech and emotion can coexist beautifully when led by a strong insight.”
The creative team deliberately used AI to bring fresh visuals and formats to traditional storytelling, showcasing how technology can be used as a canvas—not a crutch.
Also Read: Papa Ka Batua Gets a Makeover in Instamart’s Father’s Day Ad
Siyaram’s Father’s Day campaign: A First in Indian Apparel Advertising
This campaign sets a precedent in Indian apparel marketing, showing how brands can use emerging tech meaningfully without losing their cultural and emotional essence. Siyaram’s, known for its legacy in fabrics and menswear, is also now setting benchmarks in innovation and narrative.
Conclusion: Where Innovation Meets Emotion
Papa Hain Toh isn’t just a digital film—it’s a heartfelt homage made possible through thoughtful storytelling and cutting-edge technology. Siyaram’s has shown that AI can do more than generate—it can evoke. By using tech to tell a timeless story of fatherhood, they’ve created a campaign that is both forward-thinking and deeply touching.
The film is currently live on Siyaram’s social media platforms, inviting everyone to reflect, remember, and share their own stories of fatherly love.
