Motherhood Hospitals, a network of women and children’s hospitals in India, has launched an AI-generated advertisement film to introduce its new product, Motherhood ONE – a subscription-based pregnancy care application. The ad has received over 30,000 organic views across social media platforms.
The film, created entirely using AI-generated characters and environments, takes a satirical approach to the unsolicited advice often given to pregnant women in India. Characters such as neighbours, milkmen, salon workers and security guards appear in the video, offering common but unscientific suggestions like drinking saffron milk for a fair baby or following particular routines for a smooth delivery. The film uses humour to highlight the prevalence of such myths and contrasts them with medically-backed advice.
Mr. Vijayarathna Venkatraman, CEO, Motherhood Hospitals, said: “For the first time in India, mothers can access this level of personalised care through Motherhood Hospitals, setting a new standard in maternal care. Overall, we wanted the ad film to convey the message that by accessing expert medical advice on their mobile device, Motherhood ONE empowers mothers to navigate their pregnancy journey with confidence and ease. Apart from myth busting on pregnancy, the ad film captures how the app helps women stay on top of health milestones, building an emotional connection with the baby, or receiving real-time medical advice.”
Robbie Anthoney, Founder of Phantom, the agency behind the campaign, said: “As Indians, we're all so wonderfully skilled at doling out advice, most of it unsolicited. We're all 'experts', regardless of whether we're qualified to speak on the subject or not. Our job, as an agency, was to pitch the Motherhood ONE app as the real expert - and to do that in a fun and engaging way.”
The ad promotes the app as a reliable source for expert medical guidance, offering features such as direct access to gynaecologists, real-time symptom tracking, medication reminders and a pregnancy journal.
The campaign is being promoted through social media and will be supported by influencer marketing and parenting communities in the coming months. Four separate character-based versions of the film have been released across platforms.
The production employed Claymation, a technique rarely used in Indian healthcare advertising, to depict exaggerated representations of everyday people. The format was chosen to create a light tone while conveying the core message. AI tools were used in the video production process.
