Maddock Films has joined hands with Google to give the iconic song Pardesiya a unique AI makeover. The production house used Google’s Gemini Veo 3 model to create a fresh AI-generated video, moving beyond the original film visuals.
This approach goes beyond regular promotion. It is meant to offer fans something different, highlighting how Bollywood marketing is embracing new technology.
The song, sung by Sonu Nigam and Krishnakali, had already gained massive popularity, even featuring on global Spotify charts. Its global reach made it the perfect choice for this digital experiment.
With the AI version, the makers are clearly targeting younger audiences who are more engaged with interactive, tech-driven content.
Still, the move has sparked debate. Some argue that too much reliance on AI could overshadow the creativity of musicians and filmmakers. As AI videos become more refined, distinguishing original artistry from promotional content may become harder.
Critics also suggest that a strong song should remain timeless on its own, without needing a second version to sustain its relevance.
Whether seen as innovation or just a gimmick, this campaign reflects the changing face of Bollywood. It shows how entertainment and technology may increasingly merge to connect with audiences.
The larger question remains: how much should technology shape art, and will every hit song now need a digital twin to reach fans?
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