Mumtaz speaks. And she’s not asking for a monument this time

What if Mumtaz could speak today?

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afaqs! Content Team
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JeevanSathi

In its latest campaign, Jeevansathi.com, in collaboration with meme marketing and creative agency WLDD, uses AI to bring the iconic Mughal queen to life, only to have her say something completely unexpected.

She doesn’t want the Taj Mahal.
She wants her husband to be emotionally available.
And she wishes a platform like Jeevansathi.com existed in her time.

In a sea of AI campaigns trying to impress with tech, this one stands out for using it with restraint, wit, and a sharp insight: in today’s world, emotional presence matters more than marble palaces.

“We didn’t start with ‘let’s use AI.’ We started with ‘what would Mumtaz say if she had a voice today?’ The tech came much later,” said Abhishek Prabhu, Creative Director at WLDD. “We just gave her a mic.”

At Jeevansathi, we’re always exploring fun and culturally relevant ways to connect with young audiences. Now, AI helps fuel our imagination and bring bold, unexpected twists to our marketing campaigns. What once took weeks of creative development now comes to life in hours." said, Himani Bahuguna, EVP Marketing at Jeevansathi

The film has already struck a chord online, sparking conversations around relationships, gender roles, and how even centuries-old love stories deserve a modern retelling.

Jeevansaathi
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