We are a company of builders. We don’t just talk about AI as a buzzword or limit it to the code in our app. From product to operations, every internal team here operates with a builder mindset, always looking for ways to use AI to strip away bottlenecks, simplify processes, and deliver better work, faster.
Recently, our marketing team put this builder mentality to the test.
We wanted to create an extension for our hit campaign, “Loan Milega Fatafat, Life Hogi Takatak.“ If you’ve seen it, you know the vibe. We took a highly stressful topic – sudden, short-notice emergencies like an unexpected medical bill, and flipped it with humor. The message was simple: don’t panic, get the loan quickly, and get your life back on track.
The audience loved the funny, upbeat tone. We needed to keep the joke going with new scenarios, but organizing another massive, traditional video shoot was going to take weeks of production time and a heavy budget.
That’s when the marketing team rolled up their sleeves, treated the campaign like a product build, and engineered an entire visual pipeline using AI.
Here is how they hacked productivity to get it done.
Architecting the Joke: Their End-to-End AI Pipeline
True to our culture, the marketing team along with their agency partners, collaborated essentially to become prompt engineers and AI art directors.
Instead of spending weeks in a traditional writers’ room and production studio, they bypassed the usual production roadblocks by co-engineering a complete visual pipeline using a stack of generative tools: Google Gemini, Midjourney, and Seedance.
By treating the campaign like a tech build, they were able to move from concept to photorealistic motion, capturing those hilarious, high-stress transitions from “blind panic” to “relieved smile” at a fraction of the usual time and cost.
However, part of being a smart builder is knowing the limitations of the tech. AI is incredible for visual productivity, but it still struggles with the nuances of human emotion and comedic timing in audio. To ensure the new visuals felt authentically True Balance, they grounded the project with humanity. They brought back familiar audio from our film archive, including original narration and music. Pinning those perfectly human, familiar audio tracks over the AI motion was the glue that held the entire project together.
Room to Play
The final visual output isn’t 100% flawless. If you pause the video and squint, you might catch an AI shadow or a detail that isn’t pixel-perfect. But absolute perfection was not the sole objective here.
The real win is what this project says about our culture. At True Balance, our teams are genuinely empowered to experiment. We give our people the space to play around with new tech, break traditional rules, and try things that might just fail. Innovation doesn’t happen when you’re afraid of making a mistake. By leaning into this scrappy, experimental mindset, we ended up with brand films that are bold, hilarious, and deeply us.
“At True Balance, we believe great creative work shouldn’t be constrained by the time or cost of production. We are constantly experimenting with AI to make our processes faster, unlock efficiencies and expand what our teams can create. The biggest benefit is not just saving time or money – it gives us the freedom to experiment more, take bigger creative bets and push the quality of our brand storytelling further.” – Nitish Saxena, Head – Brand Marketing, True Balance
The True Balance Way
By treating a marketing campaign like a tech build, the team delivered a high-quality, hilarious extension in record time. The team saved time, costs, and proved that you can use AI to move fatafat (quickly), as long as you keep the human elements that make the work takatak (amazing).
It’s just one more example of how True Balance operates behind the scenes: we build, we simplify, we empower our people to experiment, and we use AI to amplify our impact every single day.
