Mumbai: Intel India, in collaboration with Dentsu Creative Isobar, has unveiled a powerful new campaign titled ‘Papa Kehta Hai’, reimagining aspirations for the AI-driven future of India. Rooted in emotion and cultural nostalgia, the campaign positions the personal computer (PC) as an essential tool for learning and preparing for a rapidly evolving digital landscape.
At the heart of the campaign lies a cinematic hero film that reinterprets the iconic Bollywood anthem “Papa Kehte Hain Bada Naam Karega” into a bold, modern narrative. It reflects shifting ambitions, emerging career paths shaped by AI, and evolving learning environments—offering a fresh take on the traditional question: “What will you become?”
“For decades, families asked, ‘What will you become?’ This campaign rewrites that question. It challenges a new generation, and their parents – to ask instead: ‘Will you be ready?’”
Launched amid the explosive 40% CAGR growth of India’s EdTech sector, the campaign also brings attention to a critical reality: only 11% of Indians own a PC. In response, Intel’s initiative recasts the PC not as a luxury item, but as a vital bridge to an inclusive, AI-enabled future.
Apurva Jani, Marketing Director, Intel India, stated, “We believe the classroom of the future starts at home. Today’s students need more than textbooks — they need technology that learns with them, grows with them, and prepares them for what’s next. This campaign shows how Intel-powered AI PCs are enabling a new era of learning, led by curiosity and fuelled by innovation.”
Sahil Shah, President, Dentsu Creative Isobar, added, “We wanted a story that makes you smile, nod, and hopefully rethink your childhood career dreams. The hero film does just that. It keeps it real, keeps it relatable, makes it memorable and flips Papa Kehte Hain into a conversation about the dreams of tomorrow.”
Abhijat Bharadwaj, CCO, Dentsu Creative Isobar, commented, “We all grew up listening to ‘Papa kehte hain bada naam karega’ in the 90s. A song that defined a generation. Cut to 2025, papas and moms still think their kid will do ‘bada kaam’. But that is not going to happen without the power of AI PCs. This felt like a necessary clarion call for the next generations.”
To ensure mass reach, the campaign has been deployed across a wide nationwide media network. With rollouts on YouTube and major OTT platforms, the film is resonating with students, educators, and families. Digital giants such as Google, Meta, and YouTube are enabling targeted engagement using AI-powered tools, while print media and high-impact outdoor branding across metros and education hubs are bringing the message home—literally.
Link to the campaign: https://www.youtube.com/watch?v=sfT8ic8kAoU
Credits:
Business:
Amit Wadhwa – CEO, Dentsu Creative & Media Brands, South Asia, dentsu
Sahil Shah – President
Madhura Ranade – EVP Business
Tom Smith – EVP Client Leadership
Sheetal Bhalerao – AVP Business
Jane Wang – Senior Account Director, Client Leadership
Sheroy Mistry – Director Business and Growth
Jhanvi Kothari – Associate Account Manager
Creative:
Abhijat Bharadwaj – CCO
Zubin Jauhari – Group ECD Copy
Timothy Gunatilaka – Group CD
Prerna Parmar – Senior CD Copy
Sushant Barua – NCD Art
Shweta Prabhu – Sr. CD Art
Ganesh Panchmukh – Associate Group Head Art
Saif Shaikh – Creative Supervisor Art
Strategy:
Sabiha Khan – Managing Partner Strategy
Ashley Bruce – SVP Integrated Strategy
Kirtika Narain – Senior Director Strategy
Shubhashish Chowdhury – Group Head Strategy
Armaan Musthafa – Associate Manager Strategy
Production:
Taj Ali – Senior VP Video Strategy
Gautam Dhiman – AVP Films and Production
