Khaana khaaya? Making a Mother’s Day film with AI in 48 hours
By Jaspal Khalsa · 2026-10-01
No shoot, no crew: how a Mother’s Day film for iD Fresh went from idea to finished reel in 48 hours, built on the one question every mother asks.
iD wanted a Mother’s Day film on social, and it needed to be fast. Instead of a shoot, we imagined, generated and edited the whole film with AI, from idea to finished reel in 48 hours.
Start with a line, not a tool
AI makes it tempting to start by generating pictures. We started with a question instead: Khaana khaaya? Have you eaten? It is the question every mother asks, all our lives. Once that line was in place, every scene had a job: show a warm, everyday moment between a mother and her child, then land on iD Fresh.
Khaana khaaya? The question every mother asks.
The 48 hours, step by step
Why it matters
The craft didn’t go away. The script, the choice of moments, the edit and the brand finish are still design decisions. What changed is the time between an idea and seeing it. AI-led work like this helped iD improve campaign efficiency by 30% and cut cost per reach by 18%.
The full case study, with a link to the reel, is in my selected work.