DDB Mudra launched Meta AI in India with the campaign “Aaj Kya Karoge?”, tapping into the everyday question to highlight how AI can spark creativity in daily life. The goal was to shift the perception of AI from a mere utility to a creative thought partner.
Integrated into WhatsApp, Facebook, and Instagram, Meta AI was showcased through six regionally tailored films, YouTube ads tied to real-time searches, and hyperlocal billboards in cities like Delhi and Lucknow. The campaign also featured 12 influencers using Meta AI in personal, relatable ways—from simplifying tasks to exploring new ideas.
Rather than a flashy launch, the campaign aimed to let people organically discover Meta AI in their everyday digital spaces—inviting them to try something new and make the mundane magical with AI.