Rediffusion crafts Tata Power’s Rath Yatra film

The digital film has been created using 100% AI

by e4m Staff
Published: Jul 1, 2025 11:33 AM | 2 min read

Tata Power, in collaboration with Rediffusion, has unveiled a new digital film that celebrates the timeless spirit of Odisha. Launched on the auspicious occasion of Rath Yatra, the film showcases Odisha’s rich cultural heritage through stunning sand-art visuals, created using 100% AI.

The film is a heartfelt tribute to Odisha’s artistic legacy and deep-rooted traditions. By using 100% AI-generated sand art visuals, it seamlessly blends modern technology with age-old cultural expressions, creating an immersive and emotional viewing experience.

Pramod Sharma, National Creative Director, Rediffusion says, “We wanted to create more than just a visual tribute — we have attempted to craft an emotional journey that honours Odisha’s spirit and rich artistic heritage. The use of AI-generated sand-art allowed us to reimagine tradition in a contemporary, compelling and beautiful way.”

Jyoti Kumar Bansal, Chief – Brand & Communications, Tata Power, shared, “At Tata Power, we believe in building deep and authentic connections with the communities we serve. Odisha holds a special place in our journey of lighting up lives and empowering progress. This film is our tribute to the vibrant spirit, rich culture, and enduring pride of Odisha. We extend our heartfelt wishes to everyone for a blessed and joyous Rath Yatra.”

Maninder Singh, Head of Creative & Innovation RAIDS said, “AI is a quick learner. But it still took us hundreds of hours to get our machines to understand and learn what really is sand-art. The results are absolutely real and stunning. And we at RAIDS are really proud of our creative output.”