Intel India, in collaboration with Dentsu Creative Isobar, has launched its new campaign ‘Papa Kehta Hai’, reimagining the iconic Bollywood song to highlight the importance of AI-powered PCs in modern education. The campaign emphasizes shifting aspirations and repositions the personal computer as a critical learning tool in India’s digital future.
Amidst EdTech’s rapid growth, the initiative addresses the stark digital divide—only 11% of Indians own a PC—by framing technology as essential, not optional. Through a hero film, digital platforms, print, OTT, and OOH activations, the campaign urges families to rethink future-readiness in an AI-driven world.