An AI-led film captures the many ways Bappa continues to find a place in everyday life

Mumbai, September 28, 2026: For many devotees, the relationship with Bappa doesn’t begin and end with Ganeshotsav.

It exists in the quiet moments, the uncertain ones, the celebrations and the new beginnings that fill the rest of the year.

This Ganesh Chaturthi, Marathi ZEE5 explores that idea through an AI-led advertising film conceptualised by creative agency TheSmallBigIdea (TSBI), bringing together a series of everyday situations to explore the continuing presence of Bappa in people’s lives.

Bappa beyond the festival

Rather than focusing solely on the traditional imagery associated with Ganeshotsav, the film looks at the emotional role Bappa can play through different stages of everyday life.

From moments of uncertainty where people seek strength to occasions marked by happiness and new beginnings, the campaign explores the different ways devotees connect with Bappa.

The underlying idea is simple: faith doesn’t necessarily follow a calendar.

The festival may last for a defined period, but the emotional connection it represents can continue through the rest of the year.

Bringing tradition into a new visual language

The campaign also experiments with the way this familiar cultural sentiment can be presented.

Created using AI, the film gives traditional elements of Ganeshotsav a contemporary visual treatment while retaining the emotional centre of the story.

For Marathi ZEE5, the format reflects an interest in exploring unconventional storytelling approaches and using emerging technology to create new visual interpretations of familiar cultural narratives.

The result is a campaign that places a deeply rooted idea—Bappa as a source of strength and positivity—within a more contemporary digital storytelling format.

When faith becomes part of everyday life

What gives the film its emotional premise is its focus on ordinary experiences rather than only the spectacle of the festival.

A difficult moment. A reason to celebrate. A new chapter. A moment when reassurance is needed.

Across these experiences, Bappa becomes less a seasonal presence and more a continuing emotional reference point.

The campaign therefore shifts the conversation from celebrating Bappa during Ganeshotsav to carrying the spirit of Bappa beyond it.

In doing so, Marathi ZEE5 and TheSmallBigIdea combine cultural familiarity with an emerging creative technology, creating a campaign that asks audiences to look at a very traditional relationship through a contemporary lens.

The film is currently live across digital platforms.

Watch the film: Marathi ZEE5’s Bappa campaign on Instagram