The campaign, created by DDB Mudra, positions Meta AI as a tool for inspiration and daily creativity.

Meta has launched its intelligent assistant, Meta AI, in India with a campaign rooted in a simple, familiar question: “Aaj kya karoge?” (What will you do today?). Conceptualised by DDB Mudra, the campaign aims to reshape how people see and interact with AI in their daily lives.

The insight driving the campaign was clear-AI is often viewed purely as a utility. This perception, coupled with the repetitive nature of everyday routines, limits how people engage with its full creative potential.

To challenge this notion, the campaign presents Meta AI, now integrated into WhatsApp, Facebook, and Instagram, as more than a tool for tasks. It’s positioned as a smart, everyday companion that can inspire ideas, simplify chores, and open new possibilities.

To bring this idea to life, the campaign rolled out six regionally-tailored short films, each capturing mundane yet relatable stories across different age groups. The films use humor and authenticity to show how even the most ordinary moments can become extraordinary with a little help from AI.

Beyond the screen, the campaign tapped into real-time discovery. Contextual YouTube ads responded to actual user searches, while billboards in Delhi and Lucknow spoke in local dialects to reflect the culture and habits of each city.

To expand reach and engagement, 12 influencers from across the country joined the campaign. Each showcased how Meta AI enhanced their day-from organizing tasks to strengthening connections and exploring new hobbies.

Mahima Mathur, Creative Director at DDB Mudra, explained the intent behind the campaign:

“We didn’t want to introduce Meta AI with a grand reveal. We wanted people to discover it where they already are-on WhatsApp, Facebook, Instagram. ‘Aaj kya karoge?’ isn’t just a tagline. It’s a casual question that nudges you to explore more, dream a little bigger, and let Meta AI make things easier-one day at a time.”