In a bid to revolutionize motherhood for speech-impaired mothers via Generative Artificial Intelligence, Alembic CSR– the CSR wing of Alembic Pharmaceuticals (part of Alembic Group) has partnered with HAVAS Life Mumbai (formerly HAVAS Life Sorrento and part of HAVAS Health Network) for the launch of ‘LullabAI’.
In India lullabies are considered to be more than just songs- a profound cultural ritual which represents a unique bonding experience between a mother and her child, playing a crucial role in a baby’s cognitive, social, and emotional development. And for speech-impaired mothers, the case has been such that they’ve been deprived of sharing this cherished tradition for long.
Recognizing the critical nature of this situation and being adept with technological advancements across the globe, HAVAS Life Mumbai and Alembic CSR have launched ‘LullabAI’ which aims to bridge this gap by bringing together a fusion of technology and empathy and allow speech impaired mothers to create personalized lullabies in their own voices for their babies, leading to the creation of lasting memories.
Created in collaboration with Perpetual Block, a Pune based tech company that specializes in leveraging emerging technologies, LullabAI also saw the coming together of two of India’s award winning sound professionals- Rajeev Raja (Founder and Soundsmith at Brandmusiq) and Anmol Bhave for a period of six months to ensure that the platform is made and developed in a way that it is simple yet transformative.
LullabAI harnesses re-imagined AI technology to transform short voice samples from
speech-impaired mothers into lullabies by employing advanced data cleaning, augmentation, and model training techniques. It then captures and applies the mother’s voice to a library of pre-recorded lullabies, creating a deeply personal and culturally relevant
experience in the form of a personalized lullaby which is available at the disposal of the mother to play for her baby anytime.
That being said, upon logging onto the platform, the mother also gets the chance to choose from a library of lullabies, merely by uploading a 30-second voice sample, which is used to clean, augment, and apply her voice texture to the selected lullaby. The final personalized lullaby is added to her playlist, allowing her to ‘sing’ to her baby in a way that is uniquely her own.
To access the platform, click here.
As per the brand, ‘LullabAI’ not just furthers Alembic CSR’s commitment to women’s health and inclusivity with the broader mission of supporting and empowering women through innovative campaigns and platforms, but also represents a significant step forward in creating an inclusive world where every mother’s voice can be heard and cherished.
Commenting on the launch of LullabAi, Atul Suri, Senior Vice President and SBU Head, Alembic Pharmaceuticals, said, “We are thrilled to introduce ‘LullabAI’ under our always-on initiative of #ForHerWithHer as a testament to our commitment to empowering mothers with a deep sense of purpose. ‘LullabAI’ exemplifies how technology can be used to create an everlasting bond between a mother and her child.”
To this, Artica Rajpal, Associate VP and Business Head, Alembic Pharmaceuticals, added, “This initiative is a beautiful example of using tech to enhance lives and promote inclusivity. We believe every mother deserves to share her unique voice with her child, and ‘LullabAI’ makes that possible.”
Sharing the agency’s POV on the making of LullabAI, Sachin Talwalkar, Chief Creative Officer, Havas Life Mumbai India, stated, “Working on ‘LullabAI’ has been an incredibly rewarding journey. It made us push the boundaries of tech by re-inventing it to enable a maternal experience that’s profound and essential for early childhood development. It opens many possibilities for mothers and women, at large.”
Adding to this, Sangeeta Barde, CEO, Havas Life Mumbai India & Regional Head, Havas Life Dubai (Middle East),mentioned, “Our collaboration with Alembic CSR reflects our commitment to leveraging technology for social good and positively impacting business. ‘LullabAI’ is not just about innovation; it’s about touching lives and creating meaningful connections. We are proud to be part of a project that brings such joy and empowerment to mothers.”
