Canara HSBC Life Insurance Launches ‘Maa Ki Paribhasha’: A heartfelt AI powered tribute to Modern Motherhood
Launched as a precursor to Mother’s Day, the social media film celebrates the diverse forms of motherhood in the modern world
New Delhi, 9th May, 2025: Canara HSBC Life Insurance Company Limited (“Canara HSBC Life Insurance”) today announced the launch of ‘Maa Ki Paribhasha’, it’s AI powered, digital film to mark Mother’s Day on 11th May. This emotionally resonant campaign is a heartfelt tribute to every form of motherhood, the promise of love, care, and unwavering support that transcends biological ties. Seamlessly blending technology with storytelling, the entire campaign—from characters to visuals and post-production has been crafted using advanced artificial intelligence tools.
‘Maa Ki Paribhasha’ marks a bold step in Canara HSBC Life Insurance’s creative journey, leveraging the power of artificial intelligence to deliver powerful narratives that challenge conventional definitions of motherhood. Entirely shot and executed using advanced AI, with no traditional cameras, sets, or actors, the campaign showcases the transformative potential of technology in modern storytelling.
Through evocative AI-generated scenes, the campaign begins with visuals of someone cooking, caring, protecting, before posing the thought-provoking question: “Kya maa sirf woh hoti hai jo janm deti hai?”. It then beautifully unfolds diverse expressions of motherhood—a father cooking with love, an elder sister offering care, a transgender parent raising a child, emphasizing that a mother figure is anyone who nurtures, protects, and shapes our lives.
Reflecting the campaign’s core message, Canara HSBC Life Insurance underscores that the true essence of ‘Maa’ lies in the lifelong promises of protection and care made by the diverse individuals who may step into this role. In that spirit, the brand invites everyone to celebrate Mother’s Day by enabling them to fulfill their financial promises to loved ones, thereby truly becoming ‘Promises Ka Partner’ in every sense.
The campaign is now available on Canara HSBC Life Insurance’s Youtube, LinkedIn, Facebook and Instagram channels.
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