How we got AI to make India more creative
Meta AI
To launch Meta’s new intelligent AI tool, we tapped into a simple, familiar question: “Aaj kya karoge?”—a phrase that reflects the relatable urge to break out of everyday monotony and the constant search for something new. The campaign aimed to maximise reach and awareness, positioning Meta AI as personal, useful, and inspiring. that reflects the relatable urge to break out of everyday monotony
Our key challenge was to shift perception and showcase Meta AI as a Creative thought partner—one that could inspire new ideas and enhance the little moments in life. The campaign rolled out with six regional films, showing relatable moments across WhatsApp, Facebook, and Instagram, empowering millions across India to explore the transformative power of Meta AI in their routines—infusing them with creativity, spontaneity, and discovery.
It extended to contextual YouTube ads based on real-time searches and hyperlocal billboards in Delhi and Lucknow using local language and quirks.
To boost relatability, 12 influencers showcased how they reimagined everyday tasks with Meta AI.
Aaj kya karoge? isn’t just a line—it’s a friendly nudge. An invitation to think bigger, try something new, and let Meta AI make it all a little easier, one day at a time.