New Delhi, Aug18: Rungta Tea, the North and East India tea brand, recently released an Independence Day campaign film titled Ye Azaadi Bade Sapno Ke Naam, produced in partnership with creative agency Ivory Group using AI-generated filmmaking. The campaign asks what the freedom won by previous generations means to the Indians who have inherited it and whether the country is making use of what was left behind.
The film was produced entirely using artificial intelligence, a method that allowed Ivory Group to construct the visual narrative within the timelines and budgets typical of a seasonal campaign. AI-generated filmmaking has been gaining traction among independent and mid-sized brands in India as a production alternative, and Rungta Tea's use of the format for a national occasion reflects a practical as much as an aesthetic choice.
"Independence Day gives brands an easy path - flags, anthems, the familiar imagery. We chose to take a different one. The question we kept coming back to was a simple one: what are people actually doing with the freedom that was handed to them? That felt more honest and more relevant than celebrating the past alone. This campaign is for the people quietly building something, in whatever way they can."— Peeyush Rungta, Head of Marketing, Rungta's Tea
The film is designed for digital distribution and is live across social media platforms from 15 August 2026. It does not follow a single narrative thread but moves across a series of moments intended to reflect the breadth of how azaadi is lived today. The campaign does not make claims about the brand's role in that story. It positions Rungta's Tea as a brand willing to ask the question rather than provide a ready answer.
"Most Independence Day briefs start and end with patriotism as a feeling. This one asked us to think about what freedom actually looks like in practice, in the lives of ordinary people. AI gave us the ability to represent that breadth without the constraints of a conventional shoot. The format suited the idea as both are about doing more with what you have."— Sriwant Wariz, Founder, Ivory Group
Rungta's Tea operates across six states in North and East India and has been building its distribution network since 2001. The Independence Day campaign marks the brand's first AI-produced film and its most visible foray into purpose-adjacent communication to date.
