The Bajaj Group unveiled ‘Kathni Karni Ek si’ , a film commemorating its 100-year journey, inspired by the values of its founder Jamnalal Bajaj, a freedom fighter, social reformer, and philanthropist whom Mahatma Gandhi regarded as his fifth adopted son.
Directed by acclaimed filmmaker Rajkumar Hirani and entirely crafted using Artificial Intelligence (AI), the film is a tribute that brings together old-world storytelling and new age technology. It also highlights the transformative role of AI, not only in business, but as a powerful medium for creativity and storytelling. The film features members of the Bajaj family who today lead some of India’s largest businesses.
The title ‘Kathni Karni Ek si’, literally meaning ‘ one’s actions must match one’s words’, captures the Group’s commitment to Jamnalal Bajaj’s Gandhian principles, particularly his belief in placing ‘common good over individual gain’.
At its heart, the film reimagines the deep and historic bond between Mahatma Gandhi and Jamnalal Bajaj, whom Gandhiji regarded as a businessman of conscience. In the narrative, Gandhi returns to present-day India, at Jamnalal’s behest, to see whether the values he once championed still live on in the Group’s businesses a century later.
The film blends emotion, legacy and innovation. It reflects the Bajaj Group’s own journey of preserving values while embracing the future. Watch it here .
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. 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.”
Speaking about the film, 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 & 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, said, “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 & MD, 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 have got better. Seeing that legacy captured so beautifully on screen is a proud and inspiring moment for all of us in the entire Bajaj Group.”
The film has been conceptualised and executed by Wondrlab India, the country’s pioneering creative network at the forefront of emerging technologies for communication.
Commenting on the creative vision, Hemant Shringy, CCO & 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. Using AI as the medium was symbolic in itself, showcasing how technology can elevate timeless storytelling while remaining rooted in human values. The significance of this milestone for the Bajaj Group was not lost on us and everyone from the Wondrlab team was committed to make the work worthy of the milestone. And when it came it bringing it to life, we had to have someone who’d do absolute justice to it. And it had to be Raju. And watching him in action has been truly enriching.”
The film is a pioneering effort in conveying the legacy of one of India’s largest business groups through tech-backed storytelling. It is also potentially a pathway for future films on creative retelling of the past.
Source: Business Wire India
