AMD blends Onam themes with contemporary tech narratives in new ad, ETBrandEquity

A still from the filmSocial Panga and AMD released a digital Onam campaign film, reimagining the legend of King Mahabali’s annual return through the lens of modern AI technology. The film illustrates how AI, including tools like Microsoft CoCreator—can bridge language barriers, enabling more inclusive and meaningful cultural participation.

Produced by The Yellow Shutter Production House, the ad seamlessly blends traditional Onam themes with contemporary tech narratives, showing how innovation can enhance rather than overshadow tradition. It positions AMD as a brand that uses advanced technology to support cultural expression and human connection, rather than replace it.

By focusing on empathy, accessibility and storytelling, the campaign reinforces AMD’s role in creating technology that helps people engage with heritage in new ways—across linguistic and geographic boundaries.

Gaurav Arora, co-founder, Social Panga said, “Technology, especially AI, is the talk of the town today and AMD is proud to be at the forefront of this revolution. Our Onam film is a testament to how technology can bridge gaps, while emotions remain at the heart of every connection. Just as the festival brings people closer, AMD Ryzen AI laptops empower meaningful communication, seamlessly connecting the dots with the power of AI.”

Mukesh Bajpai, marketing head, AMD India said, “Festivals like Onam remind us of the importance of connection and shared experiences. With Ryzen AI, our goal is to make technology feel just as natural, enhancing the way people create, communicate and celebrate. This film captures that vision, where advanced AI fits seamlessly into everyday life.”

Dilpreet Kaur Sandhu, head of business growth and strategy, The Yellow Shutter said, “Festive season brings about a different energy among all us story tellers and this film for AMD India sure falls under one of the most fascinating creative challenges. This film brings together the rich cultural traditions of Onam with the cutting-edge technology from AMD.”

Watch the film here:

• Published On Sep 4, 2025 at 07:45 PM IST

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