Mumbai: DDB Mudra has unveiled a thought-provoking campaign to mark the India launch of Meta AI, Meta’s intelligent AI tool, using a question that resonates deeply with the Indian psyche – “Aaj kya karoge?”
Built around the everyday question that captures the monotony of daily life, the campaign aims to shift the perception of AI from being merely a productivity tool to becoming an intelligent companion that enhances everyday experiences. Seamlessly integrated into platforms people already use—WhatsApp, Facebook, and Instagram—Meta AI is positioned as a creative catalyst that encourages users to think differently and act spontaneously.
By tapping into relatable, mundane moments, the campaign shows how Meta AI can make the everyday extraordinary. The brand launched six regionally targeted films, each narrating simple, slice-of-life stories that illustrate how Meta AI adds a spark of creativity and ease to daily tasks.
The campaign extended beyond films into contextual, real-time YouTube ads, regional out-of-home billboards in cities like Delhi and Lucknow, and a strong influencer strategy. Twelve creators across different Indian cities were roped in to demonstrate how Meta AI reimagines everyday living—some used it to simplify routines, others to connect more deeply, and some to unlock entirely new possibilities.
Mahima Mathur, Creative Director, DDB Mudra, shared her insights on the campaign’s unique tone and execution, “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 not only introduces Meta AI in a familiar, culturally resonant way but also redefines how users in India perceive and interact with artificial intelligence. With a focus on reach, relatability, and everyday impact, the campaign positions Meta AI as a helpful, intelligent, and deeply personal tool that empowers millions across India.
