‘Papa Kehta Hai’ campaign by Dentsu Creative Isobar repositions PCs for the future of learning
Intel India, in collaboration with Dentsu Creative Isobar, has launched its newest campaign titled ‘Papa Kehta Hai’, aiming to reframe the personal computer as a vital tool in preparing students for an AI-powered future.
At the heart of the campaign is a cinematic hero film that reimagines the iconic Bollywood track “Papa Kehte Hain Bada Naam Karega” into a modern, emotionally charged narrative. The story reflects the evolving aspirations of today’s youth, showcasing how AI is reshaping careers, learning paths, and the very definition of success.
Apurva Jani, Marketing Director, Intel India, said: “We believe the classroom of the future begins at home. Students now need more than textbooks-they need technology that evolves with them. This campaign highlights how Intel-powered AI PCs are unlocking a new age of curiosity-driven learning.”
Sahil Shah, President, Dentsu Creative Isobar, added: “We wanted to create something that makes people smile, relate, and reflect. This film does all that-it turns nostalgia into a conversation about future dreams.”
Abhijat Bharadwaj, CCO, Dentsu Creative Isobar, shared: “’Papa Kehte Hain’ defined the 90s. Fast forward to 2025, and while parents still dream big for their kids, those dreams now need the power of AI and innovation. This film is our generational message.”
The campaign is now live across YouTube, OTT platforms, and a nationwide media network, resonating deeply with students, parents, and educators alike.
