Google has partnered with Women in Film India (WIF India), led by filmmaker Guneet Monga Kapoor, to launch a nationwide ‘Filmathon’ aimed at giving Indian storytellers hands-on access to AI filmmaking tools and encouraging them to create original short films using Google Flow.

The initiative marks a shift in Google’s India strategy from showcasing generative AI capabilities to integrating the technology into active filmmaking and production workflows.

According to a Google press release yesterday, the Filmathon builds on the company’s earlier engagements with the Indian film industry, including a 2025 cinematic experiment with director Shakun Batra and a hands-on workshop with Yash Raj Films (YRF) held in August 2026.

Built around Google’s generative video models, including Veo 3, Flow enables creators to generate cinematic sequences, control and manipulate camera movements, and build persistent characters and environments. The platform is designed to give filmmakers greater flexibility while experimenting with visual storytelling through generative AI.

The Filmathon is open to Indian nationals aged 18 and above. Participants will be required to submit an original short film of up to five minutes, incorporating Google Flow into their creative process. Submitted films will retain Flow’s visible watermark as part of the initiative.

The partnership also aligns with WIF India’s focus on expanding access to technology and creative opportunities for women and gender-diverse professionals working across film, television and digital media. The initiative is positioned as an opportunity for emerging and established storytellers to experiment with AI while continuing to retain creative control over their narratives.

Dr. Arathi Sethumadhavan, Director of International Activations & Product Insights at Google, highlighted the growing momentum around Flow as storytellers explore new forms of artistic expression. WIF India Founder Guneet Monga Kapoor and Head of Programming Rabia Chopra also stressed that the Filmathon is intended to provide filmmakers with a new creative studio tool without taking the storyteller out of the centre of the filmmaking process.

The initiative reflects the growing experimentation with generative AI within India’s entertainment industry, while placing emphasis on using the technology to augment human creativity and narrative craft rather than replace it.