Sustainable active wear brand Good Indian has launched an AI-powered campaign for India Independence Day. The brand has reimagined figures of national pride as contemporary fitness inspirations through realistic AI renderings.
“Our campaign intertwines the tales of our independence heroes with fitness narratives, employing AI in an innovative manner to honour our past while inspiring transformative change in the present,” said Good Indian’s co-founder Avneesh Gadgil in a press release. “Embracing the power of AI, we’ve created a potent campaign that not only captivates but communicates a profound message. This AI integration significantly reduces costs, making it an ideal fit for a startup like ours.”
The campaign is titled ‘PushTheGood: Celebrate India’s Independence Day with Fitness and Pride’ and features renderings of figures from recent history. The brand imagines Jawahar Lal Nehru practicing yoga in the park, Bhagat Singh cycling in a gym, Gandhi leading a long distance walk, and Lal Bahadur Shastri jogging at 6am among others.
The campaign is designed to promote both patriotism and healthy living and link the two together, according to Good Indian. The figures wear simple white athleisure wear from Good Indian’s own collection but with minimal brand markings to respect their own look.
Good Indian retails men’s and women’s athleisure and sports wear. The recently launched brand undertakes a number of sustainable manufacturing initiatives including turning recycled PET bottles into fabric for its designs.
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