AI Video Goes From Soulless to Stunning in SBN Media’s Latest BirlaNu Ad

Artificial Intelligence in video production faces two massive hurdles: a lack of genuine emotion and the inability to maintain character consistency.

Usually, AI-generated videos feel "soulless." It struggles to convey the warmth of a human smile or the weight of sadness. On top of that, keeping a character’s face identical from one shot to the next is notoriously difficult. In most AI clips, the protagonist’s features morph when the camera angle shifts or the lighting changes.

When BirlaNu approached Sixteen By Nine Media for their CoverMax Putty campaign, we set out to solve these exact problems.

"Our goal was to prove that when you use expert AI video workflows, you can create a character who feels real enough to make the audience care," says Gourav Ghosh, Director at SBN Media.

The resulting 66-second commercial is a benchmark achievement. It proves that AI can sustain an emotional narrative without the audience ever questioning the protagonist's reality.

The Challenge: Selling Functionality with Emotion

The core challenge was the product itself. Wall putty is a functional, low-engagement construction material. It is essential but rarely celebrated. The traditional approach to advertising putty involves demonstrations of smoothness, coverage, and durability. While informative, this approach rarely builds brand loyalty or emotional connection.

BirlaNu’s brief required a different perspective. The target audience was not just homeowners but the primary users: the painters, contractors, and labourers. This is a demographic that works incredibly hard, often sacrificing personal time to meet professional demands.

The objective was to position BirlaNu CoverMax Putty, with its key feature of 20% more coverage, not just as a superior material but as an enabler of a better life.

Furthermore, the creative concept demanded visualising the protagonist’s life across multiple seasons and festivals, including Diwali, Holi, and a local mela. In a traditional production setting, this would present significant hurdles:

1. Logistical Complexity: Coordinating large crowd scenes for multiple festivals is a massive organisational task, requiring extensive permits, hundreds of extras, and specific timing.

2. Budgetary Constraints: The cost of art direction, wardrobe, and location fees for such varied setups would be prohibitive for a standard television commercial budget.

3. Time Sensitivity: Waiting for actual festivals to occur or recreating them authentically takes significant time, delaying the campaign launch.

To achieve the emotional depth required within a practical production framework, traditional methods were insufficient. This was the perfect application for SBN Media’s advanced AI video production capabilities.

SBN Media's Approach: The AI Director Philosophy

There is a common misconception that AI video production involves typing a few words into a program and accepting whatever the machine generates. At SBN Media, our process is the exact opposite. We operate under a philosophy we call the "AI Director."

In this model, the technology serves the creative vision. AI is the execution engine, the ultimate toolkit, but the creative direction, the cinematic choices, and the emotional intent are entirely human-driven. This level of quality requires skilled professionals who can prompt, guide, and art direct the AI models to achieve a specific vision.

SBN Media's proprietary AI Filmmaking workflow

For the BirlaNu project, our process began not with technology, but with a story.

1. Visual Translation & Pre-Production: While the script was crafted by the team at DDB Mudra, our role was to translate that narrative into a viable visual language. We moved immediately into detailed storyboarding and shot division, breaking down the script to ensure that every AI-generated frame would serve the story’s emotional arc and flow seamlessly.

2. Brand Hygiene & Character Consistency: To maintain professional standards, we did not rely on generic outputs. We trained specific AI models on BirlaNu branding elements and character references. This targeted training ensured ‘brand hygiene,’ guaranteeing that the visual identity remained consistent and the characters stayed recognisable across different shots and scenes.

3. Adaptive Multi-Model Pipeline: We utilised a sophisticated AI production pipeline supported by cloud GPUs to achieve the highest quality results. Rather than relying on a single tool, we orchestrated multiple AI models to overcome specific platform limitations. For example, when primary models (like Veo) faced restrictions regarding child subjects, we seamlessly integrated alternative high-fidelity models to generate those specific shots without compromising the visual style.

4. Iterative Refinement: The production process involved generating scenes and then iteratively refining them through precise prompting and direction. A director might adjust the lighting temperature to increase the warmth of a Diwali scene or modify the prompt to change the protagonist's expression from weariness to subtle satisfaction. This granular control is what separates amateur AI use from professional AI direction.

Deconstructing the Narrative: Building "Your World"

The ad’s strength lies in how the AI was guided to visualise a deeply empathetic story. We structured the narrative into four distinct parts, using the AI to create visual cues that heightened the emotional impact of each stage.

The Conflict: The Weight of Responsibility (00:01 - 00:10)

The story introduces our protagonist, a painter. His conflict is poignant; his work, which brings colour and perfection to others' lives, prevents him from celebrating festivals with his own family.

The AI was directed to visualise this weariness. The initial scenes are set in a soft, hazy, almost melancholic light. The environment is dusty and empty, reflecting the painter’s isolation. The realism of the generated character immediately builds empathy. He looks genuinely tired, a detail crucial for the emotional setup.

The "What If": Visualising Memory and Longing (00:11)

This is one of the most sophisticated uses of AI in the commercial. The ghostly, translucent overlay of his daughter dancing while he works is a visualisation of his longing and missed memories.

In traditional filmmaking, this would be a complex post-production composite, requiring green screen filming and careful layering. Here, the AI generated this dreamlike sequence as an integrated element. The fluidity of the daughter’s movement and the way the light interacts with her translucent form show a masterful control over the generative process. It is a moment of cinematic magic that directly serves the story.

The Solution: The Hero Product as Catalyst (00:20 - 00:40)

BirlaNu CoverMax Putty is introduced not with loud claims or generic product shots, but as the direct answer to the protagonist's problem. The narrative makes a critical strategic link: the product’s feature, 20% more coverage, equals saving time.

The AI visualisation supports this transition perfectly. The application simulation (00:32), showing the putty being applied with idealised smoothness, is cleaner and more perfect than what could typically be captured in a real-world shoot. The transition to a pristine white room (00:38) is executed with an AI-driven motion blur and time-lapse effect, making the change feel rapid, efficient, and transformative.

The Resolution and Payoff: A Life Reclaimed (00:49 onwards)

The final montage is the emotional crescendo. The AI generated a series of culturally rich, emotionally charged scenes: Diwali, Holi, a vibrant mela. The protagonist is no longer the tired worker but a happy father and husband, fully present with his family.

This sequence demonstrates the true power of AI in advertising. We were able to create diverse, populated, and visually spectacular scenes without the constraints of physical production. The joy captured in these moments feels authentic, fulfilling the brand promise.

Technical Execution: Achieving Hyper Realism with AI

The most significant technical achievement of the BirlaNu ad is its realism. For AI to be effective in mainstream advertising, it must move beyond stylised animation and achieve a quality that rivals live action. This requires a deep understanding of traditional cinematography and the expertise to apply those principles within a generative framework.

1. Crossing the Uncanny Valley: Character Generation

One of the most difficult aspects of AI video is generating consistent characters across different scenes, lighting conditions, and emotional states. This is where many AI projects fall into the "uncanny valley," where characters look almost human but feel unsettlingly artificial.

For BirlaNu, SBN Media successfully crossed this barrier. The painter, his wife, and daughter are remarkably consistent throughout the 64-second ad. This was achieved through expert prompting, use of proprietary workflows, and rigorous quality control during the generation process.

More importantly, the subtlety in their expressions is outstanding. The AI was directed to generate specific micro expressions, the small shifts in the eyes, the nuances of a smile, that convey genuine emotion. This level of performance is what allows the audience to connect with the characters as if they were real people.

2. Painting with Light: Advanced Environmental Models

Lighting is a key storytelling tool in filmmaking. In an AI environment, the lighting is entirely generated, offering complete control but requiring significant skill to execute realistically. Our team used the lighting to enhance the narrative arc.

• Melancholy Beginning: The initial scenes use soft, directional lighting filtering through windows, highlighting dust particles in the air. This enhances the feeling of isolation and the long hours the painter endures.

• The Transformation: The lighting shifts dramatically as the product is used, becoming bright, clean, and high key to emphasise the perfection and efficiency of the putty.

• Festival Realism: The AI's ability to replicate the specific lighting of Indian festivals is exceptional. The warm, golden glow of diyas during Diwali, characterised by localised light sources and deep shadows, contrasts sharply with the bright, vibrant, and evenly lit atmosphere of Holi. Achieving these distinct lighting setups traditionally requires extensive rigging. With AI, we could achieve the perfect lighting for every scene with precision.

3. The Magic of AI VFX: Integrating the Product

The visual effects in the commercial are integrated smoothly, enhancing the premium feel of the product without overshadowing the narrative.

• Product Materialisation (00:23 & 00:36): The putty bag appears with subtle particle effects. This gives the product introduction a magical quality, suggesting its transformative power.

• Idealised Application: As mentioned earlier, the shot of the putty application is flawless. The AI ensures that the texture, the smoothness, and the movement of the trowel are perfect in every frame.

The Production Advantage: Why We Chose AI for BirlaNu

The decision to use an AI-driven production approach was not merely a creative choice; it was a strategic necessity.

Logistical Freedom

The ability to generate any environment, any time of year, with any number of people, completely changes the production paradigm. We did not have to worry about the logistics of organising a Holi celebration or securing permits for a crowded mela. We did not have to contend with weather, travel, or the immense coordination required for large-scale shoots.

This freedom meant that the production timeline was significantly compressed. We were able to deliver the final commercial in a fraction of the time it would take for a traditional production of this scale.

Creative Control and Iteration

In a traditional shoot, you are limited by the footage you capture on the day. If a performance is slightly off or the lighting is not quite right, you are often forced to compromise in post-production.

With AI, we have total control over every pixel in every frame. We could iterate on scenes indefinitely until they perfectly matched the director’s vision. If we decided to change the colour palette of the Diwali scene, it could be done instantly. If we needed to adjust the camera angle to better capture the father-daughter interaction, it was a simple adjustment, not a costly reshoot.

This level of control allows for a purer execution of the creative concept, ensuring that the final product is exactly as intended.

AI Brand Films by SBN Media

What This Means for the Future of Advertising

The BirlaNu ad is more than just a successful campaign; it is a statement about the future of content creation. We are entering an era where the constraints on storytelling are shifting from the physical to the imaginative.

Story First, Always

This project underscores a fundamental truth: technology is not a substitute for a great story. The emotional script was the foundation of the BirlaNu ad. AI is a powerful instrument that brings that script to life, but it requires a skilled hand to play it well.

The Need for Specialised Expertise

As AI technology becomes more accessible, the gap between amateur and professional use will widen. Brands looking to use AI for high-stakes campaigns will need partners like SBN Media, partners who possess not only the technical expertise but also the deep understanding of filmmaking, storytelling, and strategic marketing required to maximise the technology’s potential. The role of the creative professional is evolving from capturing images to generating worlds, demanding a new set of skills and a new approach to production.

FAQs: AI Video Production for Brands

Q: Is AI-generated video cheaper than traditional production?

A: It often is, especially for complex concepts that require multiple locations, large casts, or extensive visual effects (like the BirlaNu festival scenes). By removing the costs of physical logistics, travel, large crews, and equipment rentals, AI production offers significant efficiencies. However, high-quality AI production still requires investment in skilled creative direction, model training, and computational resources.

Q: How realistic can AI video actually be?

A: As demonstrated by the BirlaNu commercial, high-end AI video is rapidly approaching the quality of live action footage. We have moved beyond the "uncanny valley" into an era of believable, AI-generated human performance, provided the process is guided by experienced professionals.

Q: Do we lose creative control when using AI?

A: On the contrary, you gain control. Unlike traditional production, where you are limited by the footage captured on the day, AI allows for infinite iteration and precise control over every element in the frame, from lighting and camera angles to character performance.

Q: How long does an AI video production take?

A: The timeline is generally faster than traditional production of a similar scale because the logistical constraints of physical filming are removed. The first draft of a typical project at SBN Media can be completed in 3 to 4 days, depending on the complexity of the concept and the refinement process.

Q: What kind of stories are best suited for AI production?

A: AI is incredibly versatile. It is ideal for projects that require spectacular visuals, historical recreations, complex environments, or highly stylised concepts. However, as the BirlaNu commercial shows, it is also exceptionally effective for intimate, emotional, and realistic human storytelling.

Conclusion: Building Worlds, Telling Stories

The BirlaNu commercial proves that the idea of AI being "soulless" is outdated. When placed in the hands of skilled storytellers, AI is not just a tool for efficiency; it is a tool for empathy.

The BirlaNu commercial demonstrates that the true power of AI in advertising is its capacity to execute heartfelt, human stories with unprecedented creative control and efficiency. It is a vision for a future where we can visualise anything we can imagine, without compromise.

At Sixteen By Nine Media, we are not just using this technology; we are shaping how it is used. We combine the discipline of strategic marketing with the artistry of filmmaking and the possibilities of generative AI to create content that truly connects.

We are ready to help you build your world.

Are you ready to explore how AI video production can transform your brand narrative?

Contact SBN Media today and let’s discuss how our expertise in AI direction and storytelling can bring your vision to life with the realism and emotional depth your audience deserves.