A dusky street bathed in the golden glow of old Japanese lanterns. A gentle breeze teasing the cherry blossoms, sending a cascade of petals through the air. A cat perched on a bicycle, its expression - knowing; its presence - oddly mystical. It’s the kind of scene that belongs in a Studio Ghibli film—one of those breathtaking moments of quiet magic that have made the animation studio a cultural touchstone for decades.
Studio Ghibli’s iconic films, such as Spirited Away, My Neighbor Totoro, and Princess Mononoke, have become an integral part of our shared pop culture heritage, inspiring a new wave of creativity that transcends borders and generations. Who can forget the first time they encountered the whimsical Catbus in My Neighbor Totoro, or the moment when Chihiro’s parents were transformed into pigs in Spirited Away, plunging her into a mystical realm of wonder and discovery? These timeless moments have not only become ingrained in our collective consciousness but have also inspired a new generation of creatives who are embracing the Ghibli aesthetic with reckless abandon.
In recent months, social media platforms have been abuzz with users sharing their own Studio Ghibli-inspired artwork, generated using the latest advancements in AI technology. From reimagined profile pictures to fantastical landscapes, the internet has been treated to a veritable feast of Ghibli-esque visuals. Brands, too, have been quick to capitalise on this trend, leveraging the timeless appeal of Studio Ghibli’s animation style to connect with their audiences. Indian brands such as BookMyShow, Blinkit, and Zepto have all jumped on the bandwagon, creating engaging social media posts that seamlessly blend the whimsy of Studio Ghibli with their own brand identities.
BookMyShow’s reimagination of Bollywood film stills in the style of Studio Ghibli has been particularly noteworthy, offering a fresh and exciting perspective on familiar cinematic icons. The campaign’s use of vibrant colours, intricate details, and a dash of nostalgia has generated significant buzz on social media, with fans and film enthusiasts alike praising the brand’s creativity and ingenuity. Blinkit too, in a stroke of inspired whimsy, envisioned its delivery bags as magical vessels, complete with tiny feline creatures nestled inside, as if straight out of ‘The Cat Returns.’
CashKaro, India’s leading cashback platform, has unveiled India’s first-ever Ghibli-style advertisement, delivering a playful yet hard-hitting message about the inefficacy of coin-based cashback. The animated campaign takes a cheeky dig at coin apps.
“We hopped onto the Ghibli trend because, who doesn’t want a little magic in their life, right? Our Ghibli-inspired campaign is doing well on the charts. We’ve reached over 2 million people, got 500k+ impressions, 80k likes, 15k shares, and 10k comments—it’s safe to say we’re pretty popular right now. By tapping into trends like Ghibli, we’re not just showing up—we’re showing up with something they already love and connect with. It’s genuine, it’s relatable, and it builds our brand equity by making CashKaro feel like part of their world,” says Ishan Agarwal, Director - Brand & Creative, CashKaro.
Zepto’s playful illustration of a Ghibli-inspired character holding a delivery bag has also been a hit on social media, showcasing the brand’s ability to think outside the box and push the boundaries of creativity. The campaign’s use of bold colours, dynamic lines, and a dash of humour has generated significant engagement on social media, with fans and customers alike praising the brand’s innovative approach to marketing. Zomato, on the other hand, found a unique way to participate in the Studio Ghibli trend, by showcasing their delivery service through an AI-generated animation.
Frido, on the other hand, took to its social media to announce a contest where consumers would have to tweet with any Studio Ghibli image/gif having a Frido Product and the most creative entry would win a Frido Voucher, worth Rs 15,000.
Ganesh Sonawane, Co-Founder and CEO, Frido, says, “The Ghibli trend is more than just a visual aesthetic - it’s a feeling. It evokes nostalgia, warmth, and a sense of wonder, making audiences stop, engage, and connect. We received about 100+ applications out of which 2 winners were announced. We also got a social media traction of over 51K impressions. The audience isn’t just passively engaging - they are actively sharing, discussing, and making the trend their own. This kind of organic buzz is what every brand strives for, turning a moment into a movement and driving deeper engagement and brand affinity.”
Amul’s iconic ‘Amul Doodh Peeta Hai India’ campaign takes on a fresh visual approach in this Ghibli-stylised illustration, celebrating the diverse tapestry of India united by a shared love for milk. The image depicts a group of individuals, seemingly representing a cross-section of Indian society, enjoying glasses of Amul milk.
Flipkart Minutes has brewed something special: a delightful blend of Indian tradition and Studio Ghibli whimsy. The brand’s recent social media post features a steaming glass of ‘chai’ rendered in the soft, inviting style of Ghibli animation. The Body Shop India took it a step further, using AI to create a hand-illustrated reinterpretation of its British Rose Eau de Toilette, blending machine efficiency with artistic charm.
Brands like Waayu and Zoff Foods also hopped into the trend with the former posting a ghibli-fied image wishing Eid Mubarak to its customers, with the image showcasing a customer receiving his food on time on the occasion of Eid, while Zoff Foods, Ghibli-fied the image of its founders receiving a cheque from Shark Aman Gupta at Shark Tank India.
Mandar Lande, Co-Founder & CEO, Waayu, explains, “By tapping into new trends such as the Ghibli aesthetic, brands can reach people in the moment. Being part of these discussions demonstrates that brands care about what connects with consumers now, making their brands more relevant and relatable. The younger generation, especially Gen Z and Millennials, actively engages with trends like Ghibli art on social media. The feeling of being part of something to hop on-trend inspires word-of-mouth, amplifying reach beyond the initial audience.”
“The Ghibli trend taps into a unique mix of nostalgia, aesthetics, and storytelling—elements that deeply resonate with today’s consumers, especially Gen Z. By adapting our brand’s essence into this trend, we could engage with audiences in a culturally relevant manner while reinforcing our identity in a fun and shareable format. The response has been phenomenal! Our Ghibli-style post got nearly 3 lakh impressions. We saw a significant boost in engagement, with our impressions increasing by 100x compared to our usual posts,” says Akash Agrawal, Co-Founder, ZOFF Foods.
Contrary to how other brands are hopping onto the Ghibli trend, Jaquar India chose to reimagine its iconic film moment with art created by human hands.
“Instead of getting AI to recreate Jaquar’s iconic film moment with a Moment Marketing trend we chose to undo the trend; reimagine it with art created by human hands. We commissioned the work to artist Pritesh Suresh Gharat, and told him to bring his style of the image to life. What we got was an original piece of work. We were not sure if the internet would approve, but I strongly believed in the idea. We knew it would start a healthy conversation and give real artists a voice in the Artist vs AI debate. What we got in the end was a reach of over 183K impressions, 42.2K likes, 63 shares and 20 saves,” says Chitra Bhanu, Group Creative Director, Enormous Brands.
The internet is awash with AI-generated ‘Ghibli-esque’ imagery, with even high-profile figures like Prime Minister Modi and cricketer Sachin Tendulkar reimagined in this soft, painter-ly fashion. Even government bodies have joined the trend, with MyGovIndia and India Post releasing their own Ghibli-inspired posts.
Creator to Craft Economy
In an era where moment marketing is king, this trend has been a goldmine for brands. A single Ghibli-inspired AI image can generate thousands of likes, shares, and comments, transporting audiences into a world of nostalgia and wonder while keeping the brand name prominently in view. Yet, for all its viral charm, this trend treads into ethically murky waters. At the heart of the issue lies the very soul of Ghibli’s legacy—the meticulous, hand-drawn craftsmanship that has defined Miyazaki’s storytelling for generations.
Beneath the surface of this trend lies a complex web of questions surrounding copyright and creative ownership. As AI-generated artwork continues to proliferate, concerns are being raised about the potential for artists’ distinctive styles to be co-opted and commodified. Studio Ghibli’s own Hayao Miyazaki has been vocal about his disdain for AI-generated art, viewing it as a pale imitation of true creativity. In a now-infamous clip, the master animator reacts with visceral discomfort to a pitch about AI-generated images, calling the concept ‘an insult to life itself.’
Chitra asserts, “We didn’t hop on to the Ghibli trend, we just hopped on to the moment to agree with Miyazaki himself, who is strongly opposed to the idea of using AI to recreate art. We created original art, an artwork that is not in anyway inspired or similar to Ghibli art and, most importantly, does not use AI. The brands who have used Miyazaki’s work for monetary gains could face copyright issues, but not the everyday person on Instagram.”
Karthik Nambiar, Creative, Talented, says, “Style isn’t protected, but specific works are. Brands mimicking Ghibli walk a legal tightrope, especially if it looks like direct replication. Studio Ghibli hasn’t sued, but the ethics are murky. OpenAI’s new image tool generates Ghibli-style art, and while it’s legally gray, it’s artistically exploitative. The real issue is that the artists whose work trained these models get nothing, no credit and no pay. If we’re using their vision, they should be compensated so they can keep creating. Otherwise, we’re just strip-mining creativity.”
While Miyazaki has not publicly commented on the recent wave of AI-generated Ghibli-style images, it’s not difficult to guess where he might stand. His films are defined by an obsessive dedication to craft—the painstaking attention to detail, the organic movement, the warmth of human touch in every frame. AI-generated art, no matter how sophisticated, lacks that vital element of soul. And yet, brands are reaping the benefits, cashing in on nostalgia, engagement, and virality while sidestepping the uncomfortable question of creative ownership.
Aalap Desai, Co-Founder & CCO, tgthr highlights, “AI and copyright issues is a conversation we are yet to conclude. This is one of the many aspects of that discussion. I feel because Ghibli studio is obviously protective of their wonderful style, this conversation will finally be pushed to reach a conclusion. They won’t and shouldn’t let this one pass.”
Is The Trend Here To Stay?
As the Studio Ghibli-inspired artwork trend continues to captivate audiences, the question on everyone’s mind is: will this trend be a fleeting moment of creative expression or a lasting phenomenon? Some argue that, as with all moment marketing trends, this Ghibli-inspired wave will crest and then recede, leaving behind a memory of a brief, shining moment of creative brilliance. After all, the ever-changing landscape of social media is notorious for its short attention span, where trends emerge, peak, and disappear in the blink of an eye.
Devaiah Bopanna, Co-Founder, Moonshot, who took to his LinkedIn commenting on how we are shifting from a creator economy to craft economy, says, “I feel this Ghibli art trend like any other trend is just a trend. I don’t think this is going to be long lasting or any of that. The trend might go on for one week more, maybe, until something else comes up and some other art style maybe takes over or something completely different takes over. I don’t see this outlasting, more than a month maybe. I already see interest dipping.”
“Moment marketing instances like the Ghibli trend are ways for brands to connect with the fans and the fringe... these are ways for the brands to be playful on their socials. There is no harm done, but the creativity in the rendition is appreciated, more often than not. Most brands see an uptake of 25%-45% higher reach and engagement on such trends, visual or audio. Most trends are temporary, and this will be too,” says Harikrishnan Pillai, CEO and Co-Founder, TheSmallBigIdea.
Aalap further adds that Ghibli is just a wave, it’ll pass. “What I do believe will stay is the fact that we lap this kind of artistic access in AI. I suspect the trend of many styles coming in will start now,” he states.
Shradha Agarwal, Co-founder and Global CEO, Grapes Worldwide shared her insights on the matter, stating, “Undeniably, while it has served the purpose of the brands to augment their visibility and reach out to the target audience, it is still too early to predict the trend. Even with AI making strong inroads into the A&M industry, the importance of human creativity cannot be overruled. Though AI and advanced technology can give brands an edge over the others, conceptualisation, innovation, and storytelling still remain at the disposal of humans.”
As brands continue to tap into this trend, incorporating Ghibli-esque visuals into their marketing strategies, it’s possible that this trend will evolve and adapt, taking on new forms and styles that will keep it fresh and exciting.
Karthik on the matter says that Ghibli-style campaigns are probably not- too soulful for ad timelines.
“It taps into Gen Z’s love for identity, nostalgia, and aesthetic storytelling. But real engagement needs more than a filter. Most brands are just borrowing clout, not building equity. Even brands with equity like Amul, fumbled. Their AI-Ghibli post felt off, drew backlash, and came across as opportunistic. Proof that without intent or timing, even strong brands can lose the plot. Maybe not Ghibli, but there will be another style, then another, and another. We’ll keep riding waves of aesthetic mimicry till it all blurs. Eventually, people might get desensitised. Image fatigue is real. The medium’s evolving. But the message?Still needs meaning,” he explains.
While brands continue to ride the wave of the Ghibli AI trend, the real conversation is just beginning. And if there’s one thing that Studio Ghibli has taught us, it’s that true magic lies not in imitation, but in the humanity behind every stroke of the brush.
