The Bajaj Group has launched ‘Kathni Karni Ek si’, a commemorative film marking the conglomerate’s 100-year journey, combining AI-driven filmmaking with storytelling rooted in the legacy of founder Jamnalal Bajaj.
Directed by filmmaker Rajkumar Hirani, the film revisits the relationship between Mahatma Gandhi and Jamnalal Bajaj, whom Gandhi regarded as his fifth adopted son. The campaign has been conceptualised and executed by Wondrlab India.
The title ‘Kathni Karni Ek si’, meaning ‘one’s actions must match one’s words’, reflects the Group’s emphasis on values-led business practices and Gandhian principles that have shaped its identity over the past century.
The film imagines Gandhi returning to present-day India at Jamnalal Bajaj’s request to evaluate whether the ideals of conscience, nation-building and social responsibility continue to exist across the Group’s businesses today.
The campaign blends legacy storytelling with emerging technology, with the entire film crafted using artificial intelligence tools. According to the Group, the project highlights AI’s growing role not only in business operations but also in creative communication and storytelling.
The film features members of the Bajaj family who currently lead several businesses across the Group.
Rajkumar Hirani said, “Rajiv (Bajaj) called me and said it’s going to be 100 years of Bajaj this year. Want to make a short film to celebrate it. Wondrlab had a concept in mind. It was quite quirky and was fun developing it. My early years of film making was advertising and audio visuals. So, it was kind of going back in time.”
He added, “The only difference was that this time we did the full film on AI. It was a first for me. Learnt a lot about AI on the way. The confidence the Bajaj family and Wondrlab showed as we were wading into an unknown territory, helped.”
Rajiv Bajaj, managing director, Bajaj Auto, said, “For 100 years, Bajaj has stood for trust, integrity, and purpose-led growth. ‘Kathni Karni Ek Si’ is not merely a line, but a philosophy deeply embedded in the way the Group has conducted itself across generations. This captures that belief system and a reminder that legacies are built when actions consistently reflect values.”
Sanjiv Bajaj, chairman and managing director, Bajaj Finserv, said, “The Bajaj Group’s values have endured for a century. Just as our businesses are transformed by AI, we wanted this film too to reflect the spirit of responsible innovation, anchored in conscience and nation-building. Watching Gandhiji and Jamnalalji come alive on screen was deeply inspiring for all of us.”
Shekhar Bajaj, chairman, Bajaj Electricals, added, “In our family, the stories handed down were never about wealth, but about the values behind it. That was Jamnalalji's measure of success, and a century later, it remains ours. To see those ideals come alive on screen is deeply meaningful for every generation that follows.”
Niraj Bajaj, chairman, Bajaj Auto, and chairman and managing director, Mukand, said, “The Bajaj Group businesses were born from the swadeshi belief that India should build what India needs. Decades later, that purpose remains unchanged, only the products get better. Seeing that legacy captured so beautifully on screen is a proud and inspiring moment for all of us in the entire Bajaj Group.”
Hemant Shringy, cco and managing partner, Wondrlab Network, said, “This campaign was an opportunity to tell a deeply emotional and culturally significant story in a way that felt contemporary and path-breaking. The idea of Gandhiji returning to review Bajaj’s journey gave us a powerful narrative lens.”
He added, “Using AI as the medium was symbolic in itself, showcasing how technology can elevate timeless storytelling while remaining rooted in human values.”
The campaign reflects a growing trend of brands using AI-powered creative production while building narratives around legacy, culture and purpose-led communication.
