Singapore – Singtel has launched an AI-driven storytelling campaign celebrating Singapore’s 60th year of independence. The campaign, titled ‘Project NarrAItive,’ highlights how technology can eliminate language barriers among generations.
In a four-minute film, Singtel features its employees and their families to tell the legend of Pulau Ubin, a folktale set in pre-colonial Singapore. Each participant narrated the tale in their native language.
Through AI, the narrated story was translated into other languages. The film, accompanied by an accurate dub and lip-sync animations, maintains the participants’ natural tone and style. The dub aims to allow older generations to connect with their younger relatives speaking different languages.
Project NarrAItive features the languages English, Chinese, Malay, Tamil, Teochew, Hokkien, and Malayalam. This reflects Singapore’s diverse languages.
The project was made in collaboration with Hogarth and Ngee Ann Polytechnic’s School of Film & Media Studies. It used AI-powered voice generation, lip-syncing, and generative art technology for authentic multilingual storytelling. Various AI tools were also used for voice-to-voice analysis, AI avatars, voiceovers, and custom imagery.
Throughout the production process, Singtel maintained its commitment to data security and privacy through compliance with protocols.
Lynette Poh, head of marketing and communications at Singtel Singapore, said, “We wanted to celebrate the rich cultural tapestry that defines Singapore and highlight Singtel’s commitment to building bonds and connections using cutting-edge technology this SG60. Many of the family members who watched the film, teared seeing their onscreen parent or grandparent communicate so seamlessly in a language they understood and felt a strong sense of connection to them, like never before. We see AI as a powerful enabler, that can help us to bridge communication gaps and build strong bonds among communities.”