Guneet Monga-led Women in Film India has collaborated with Google Flow to unveil the WIF India × Google Flow Filmathon, which is described as "a new creative opportunity for filmmakers and storytellers to explore the intersection of cinema, creativity and emerging technology." In the initiative, select participants can have artificial intelligence-assisted filmmaking experiments with Google Flow, providing them with a tool to develop their own unique ideas and tap into visual possibilities while discovering new means of storytelling.

Filmathon is made to allow filmmakers to create, learn, and take risks while discovering how they can elevate their craft with new tools. Google Flow will operate in the form of a comprehensive tool built on the company's Veo models and Gemini Omni, providing filmmakers with an intuitive space where they can put scenes together, layer audio, and batch edit videos.

Speaking about the initiative, WIF India CEO and founder Guneet Monga said, "WIF India is excited to create Filmathon with Google Flow because it gives filmmakers a real space to experiment." She added, "There is so much talent and so many stories waiting to be explored. We want to encourage filmmakers to stay curious, try new things and see where their ideas can go when they have access to a new creative tool. We are really looking forward to seeing the films that come from this."

Meanwhile, Dr Arathi Sethumadhavan, Director, International Activations and Product Insights, Technology & Society, Google, shared, "Google Flow is already gaining remarkable momentum in India. Through the Filmathon, in collaboration with WIF India, we can’t wait to see the short films storytellers across the country bring to life — and how they expand the boundaries of artistic expression through this technology."

At the same time, Rabia Chopra, Head of Programming and Strategy, WIF India, added, "Our collaboration with Google Flow gives filmmakers access to a new creative studio while keeping the most important part of filmmaking where it belongs: with the storyteller and the story. We are excited to see what filmmakers across the country create."

The initiative will assemble people who are in different phases of their filmmaking journey. Five selected films will be screened at the International Film Festival of India in Goa this year.