Employees and Family Members Narrate the Legend of Pulau Ubin in 7 Languages
In an innovative celebration of Singapore’s 60th birthday (SG60), Singtel has launched Project NarrAItive, an AI-powered storytelling campaign that transforms the way families connect across language barriers.
The initiative showcases how advanced technology can preserve and share cultural heritage while strengthening intergenerational bonds.
At the heart of the campaign is a four-and-a-half-minute film featuring 14 Singtel employees and their family members narrating the Legend of Pulau Ubin – a lesser-known folktale about a race between a pig, an elephant, and a frog to reach Johor’s shores.
What makes this retelling unique is its use of AI to bridge linguistic gaps between generations, enabling seamless storytelling across seven languages including English, Chinese, Malay, Tamil, Teochew, Hokkien, and Malayalam.
“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,” explains Lynette Poh, Head of Marketing and Communications at Singtel Singapore.
The emotional impact of the project was immediate, with family members moved to tears seeing their relatives communicate effortlessly in languages they could understand.
Technology Meets Tradition
The production, developed in partnership with Hogarth and Ngee Ann Polytechnic’s School of Film & Media Studies, leverages multiple AI technologies:
Voice generation and analysis tools that capture and replicate speaker nuances
Advanced lip-syncing technology for natural-looking dialogue
Generative AI for creating custom imagery to illustrate the story
What sets this campaign apart is its careful attention to data security and ethical considerations.
Singtel implemented strict protocols throughout production, including comprehensive data protection assessments, scheduled data deletion, and restricted access controls to ensure participant privacy and security.
The initiative also demonstrates Singtel’s commitment to fostering innovation through educational partnerships, with the project being filmed at Ngee Ann Polytechnic’s on-campus studio as part of ongoing collaborations with educational institutions.
Beyond Traditional Marketing
Project NarrAItive represents a shift in how brands can leverage AI for meaningful cultural impact.
Rather than using technology merely for efficiency or novelty, Singtel has demonstrated how AI can serve as a bridge between generations, preserving cultural stories while making them accessible to diverse audiences.
The campaign is being distributed across multiple platforms, with the main film available on Singtel’s YouTube channel and additional vignettes shared through Instagram and TikTok, ensuring broad reach across different demographic groups.
As Singapore approaches its 60th birthday, Project NarrAItive stands as a testament to how technology can be harnessed not just for communication, but for deeper cultural preservation and family connection.
It suggests a future where AI serves not to replace human interaction, but to enhance and enable it across traditional barriers of language and generation.
