The film has been conceptualised and executed by Social Panga

AMD reimagines Durga Puja – brings AI and Humans together to Celebrate Pujo

The film has been conceptualised and executed by Social Panga 

Mumbai/Bangalore: 29^th September, 2025: AMD and Social Panga have launched a heartfelt Durga Puja film which brings AI and Humans together to Celebrate Pujo. Set in a Kolkata idol-making workshop, the campaign portrays a heartfelt bond between an idol maker and a young creator, highlighting how human imagination and AI innovation complement each other.

Through this story, AMD reimagines the festival as more than just a cultural moment, but a metaphor for how tradition and technology can advance together.

Video Link: https://www.youtube.com/watch?v=L05ocIQ1Zys

The campaign also spotlights the capabilities of the new Ryzen™ AI 300 Series processors, which enable powerful AI-driven creativity and productivity. et, the core message remains clear; AI is not here to replace human innovation, but to build a future of progress and innovation, alongside it.

“Festive storytelling is always special, because it allows us to tap into emotions that connect deeply with people. With this Durga Puja film, we had the unique opportunity to weave together the beauty of human imperfections with the precision of AI. It is in this coming together of heart and technology that we were able to create something truly extraordinary.”; said Gaurav Arora, Co-founder, Social Panga. 

“At AMD, we believe technology should feel intuitive and humane; enhancing how we create and connect. The Durga Puja campaign 2025 was our way of showing how AI can blend in with our traditions and celebrate that spirit along with us!”; said Mukesh Bajpai, Marketing Head, AMD India.

Durga Puja is celebrated as a tribute to creation itself; from intricate idol-making to the vibrant cultural expressions of art and performance. With this campaign, AMD positions AI not as a tool working in isolation, but as a partner to human imagination.

It’s a message that echoes AMD’s philosophy: Together We Advance.

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Mumbai/Bengaluru, INDIA: Mia by Tanishq, one of India’s leading fine jewellery brands, marks this Independence Day with a heartfelt tribute to the people behind its jewellery.

The result, conceptualized by Social Panga and produced by The Yellow Shutter, is ‘India Makes Us’; a tribute to the skilled hands from across the country, including designers, gem specialists, and karigars, whose craft and passion bring each Mia piece to life.  The idea began with a simple question: How do we connect the soul of Mia to the spirit of India in a way that’s never been done before?

And the answer lay in the brand’s own story.  

For Mia, jewellery is personal. But the making of it is collective. From a designer’s first sketch to a karigar’s meticulous setting, each step is carried out by people from across the country, shaped by people who pour their heart and skill into it. Each piece carries the imprint of many, reflecting India’s diversity, unity, and creative spirit. Mia is proudly made in India, for Indians; with people from across the country coming together to make this magic happen. 

In ‘India Makes Us’, we show how these hands create artistry. The names featured in the film are those of actual members of the Mia team, whose shared effort transforms raw ideas into timeless creations. They come from different backgrounds, from every corner of the country, but are united by a single goal; to delight a Mia consumer, to make her face light up and her eyes twinkle the moment she wears our creation for the first time. 

Link: https://www.youtube.com/watch?v=9L9g3apw3z4 

Shyamala, Business Head, Mia by Tanishq says: “Every Mia design is a resonance between the mind and the heart. The creation then begins with a journey of hands. Hands that imagine, shape, and perfect. In this film, the names featured are not fictitious but are actually people who work in the Mia team, belonging to the designers who dream it, the gem specialists who source its sparkle and the karigars whose artistry brings it to life. This is our way of honouring their skill and spirit. By following the path of these hands, from the first sketch to the final polish, we celebrate the unity, craft, and pride that turns an idea into something beautiful. This Independence Day, our message is simple and deeply personal: Made for you. By all of India.”

In the words of Himanshu Arora, Co-founder, Social Panga and The Yellow Shutter:

“This campaign is about connection – the way different people, in different corners of India, work together to create something that shines. For Mia, each piece is the result of this collective artistry. By letting only the hands speak, we showed that beauty is never made alone. It’s made together, and that togetherness is the true spirit of Independence.”

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Mumbai, 17^th July 2025: Social Panga, one of India’s fastest-growing integrated creative and digital agencies with offices in Bangalore, Mumbai, Delhi, and Dubai, has announced the appointment of Sahil Siddiqui as Executive Vice President – Creative Strategy & Growth.

In this newly elevated role, Sahil joins the core leadership team, working closely with Co-Founders Gaurav Arora and Himanshu Arora to expand Social Panga’s creative footprint and deepen its strategic impact. His mandate includes scaling the agency’s creative output while sharpening brand-building focus across key growth markets.

Sahil brings with him over 15 years of experience, having led high-impact creative mandates across Dentsu Creative, Pepper Content which includes launch of the full-service outfit Pepper Creative. His work spans across sectors – from BFSI and FMCG to e-commerce and automotive. He has led campaigns for brands like Flipkart, SBI Life, Tata motors, Mahindra, Starbucks, Apple, Knorr, Gillette,  ICICI Lombard, Monster, Pepsodent, My11Circle, Godrej, CNN, Radio Mirchi, Warmer Bros and many more.

He most recently served as Global Creative Head at Pepper Content, and prior to that, spent over 14 years at Dentsu, playing pivotal roles for creative along with strategy and business growth. Sahil has also been part of juries at prestigious advertising forums and is known for championing a culture of curiosity-led creativity and relentless team mentorship.

Himanshu Arora, Co-Founder of Social Panga, said: “Sahil joins us at a time when we’re entering our next phase of evolution—where creativity is not just an art but a true economic multiplier. His passion for technology-led storytelling, coupled with his deep understanding of brand behavior, makes him a vital addition to our leadership. We’re excited to shape globally benchmarked work that drives real impact.”

Gaurav Arora, Co-Founder of Social Panga, added: “What excites us about Sahil is his rare ability to fuse creative storytelling with sharp business acumen. His proven track record with large-scale brands and strategic clarity will play a pivotal role as we co-create more meaningful, memorable, and outcome-driven campaigns with our clients. He also brings a strong focus on building creative talent density—strengthening our teams to consistently deliver standout work.”

Sahil Siddiqui, EVP – Creative Strategy & Growth, Social Panga shared: “The market is shifting, tech is evolving, and attention is harder to earn—but that’s exactly what makes this the most exciting time to build something lasting. At Panga, there’s intent, agility, and that hunger to do bold, unforgettable work. I’m thrilled to join the team and look forward to crafting ideas that not only turn heads but move the needle for our clients.”

With this strategic appointment, Social Panga continues to build a formidable leadership bench to take on larger mandates, push the boundaries of creativity, and deliver work that drives culture and business forward.

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