DDB Mudra has led the launch campaign for Meta AI in India, Meta’s new AI tool, using the familiar question, “Aaj kya karoge?” to introduce the platform to Indian users.
The campaign addresses the limited perception of AI as a purely functional tool, and aims to highlight its use as a thought partner integrated into platforms like WhatsApp, Facebook, and Instagram.
Six regionally focused short films were created to depict everyday situations across different age groups, demonstrating how Meta AI can assist with day-to-day tasks. These films were supported by YouTube ads that used contextual prompts based on users’ real-time search activity.
In Delhi and Lucknow, localised outdoor billboards used regional language and references to reflect local habits. Additionally, twelve influencers from different cities participated in the campaign, each showing how they used Meta AI in varied ways — from simplifying routines to exploring new ideas.
Mahima Mathur, Creative Director, DDB Mudra, said, “We didn’t want to introduce Meta AI with the usual fanfare. We wanted India to find it in its own way - in places we already live and love. In a WhatsApp chat. While scrolling through Facebook. In an Instagram group. ‘Aaj kya karoge?’ isn’t just a line. It’s a friendly nudge. An invitation to think a little bigger, try something new, and let Meta AI make it all a little easier, one day at a time.”
The campaign was designed to increase awareness of Meta AI’s capabilities and demonstrate its use in daily digital interactions.
Find link to the ad playlist here.
