Campaigns

ITC Mom’s Magic unveils spectacular #HarMaaDurga campaign

Through the creative use of AI, Xperia Alive Media transformed each mother’s image into a virtual representation of the revered goddess Durga

Published

October 25, 2023

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In a remarkable celebration of Durga Puja, ITC Mom’s Magic introduced the innovative campaign #HarMaaDurga, a tribute to the diverse and powerful spirit of motherhood. This campaign transcended boundaries by featuring 1008 house mothers from various Resident Welfare Associations (RWAs). Through the creative use of artificial intelligence, Xperia Alive Media transformed each mother’s image into a virtual representation of the revered goddess Durga. The culmination of this initiative was witnessed at the Ahari Tala Durga Puja in Kolkata, where a breathtaking live Durga cutout, enhanced with projection mapping, took centre-stage.

The marvel of AI-generated Durga faces

With the aid of advanced AI technology, Xperia Alive Media masterfully created distinct Durga avatars based on the faces of each mother. Each Durga face was brought to life with mesmerising animation, including synchronised eye blinking and facial transformations. This innovative use of technology elevated the puja experience to an entirely new level, immersing attendees in a captivating visual spectacle.

The Grand unveiling at Ahari Tala Durga Pandal

The heart of this groundbreaking campaign was unveiled at the iconic Ahari Tala Durga Pandal in Kolkata. There, the live Durga cutout, featuring the animated faces of the 1008 mothers, took pride of place. The spectacle was a testament to the power of collective creativity, uniting the essence of motherhood in a singular, awe-inspiring visual representation of goddess Durga. The projection mapping technique ensured that every nuance of each face was highlighted, creating a truly immersive experience for all who visited.

A musical ode to Durga Maa

In addition to the visual extravaganza, Xperia Alive Media’s music division curated a soul-stirring aarti, infusing the air with devotion and reverence. This musical tribute incorporated various names of Durga Maa, further emphasizing the multifaceted nature of the goddess. The fusion of traditional melodies with contemporary arrangements served as a testament to the enduring relevance and adaptability of age-old customs.

Enriching the Puja experience

The festivities at Ahari Tala Durga Pandal did not stop at the live Durga cutout. Attendees were treated to a plethora of entertainment options, including additional projections that added layers of depth to the overall experience. These interactive elements engaged the crowd in a dynamic and immersive celebration of the divine feminine.