Meta has rolled out a campaign, 'Aaj Kya Karoge?', for its new AI tool, Meta AI.

Conceptualised by DDB Mudra, the campaign comprises a series of six films. The campaign challenges the narrow notion of AI as merely a functional tool, instead revealing its potential for creativity and self-expression. They spotlight Meta AI as an intelligent thought partner - one that sparks fresh ideas and enhances everyday experiences.

From throwing an impromptu party in an elevator to offering quick styling tips, the films demonstrate the transformative power of Meta AI in daily life. Each story is distinct yet deeply relatable, spanning across age groups and showing how even the most mundane moments can be made magical with a touch of creativity, spontaneity, and discovery.

What we think about it: Instead of showcasing AI as just a productivity booster or data-crunching machine, the campaign repositions Meta AI as a creative thought partner. Each film captures the subtle charm of everyday life, now elevated by the creative possibilities of AI. Rather than overwhelming viewers with futuristic tech jargon or grand, abstract promises, the films ground AI in human moments.

Mahima Mathur, creative director, DDB Mudra, said, “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.”