DDB Mudra India Unveils “Aaj Kya Karoge?” Campaign for Meta AI, Reimagining Everyday Moments Through the Lens of Intelligent Possibility

DDB Mudra India has launched a fresh, thought-provoking campaign for Meta AI, Meta’s next-generation intelligent assistant, by tapping into a question that echoes through every Indian household—“Aaj kya karoge?” (What will you do today?). Rooted in deep consumer insight and a nuanced understanding of tech perception in India, the campaign tackles a core challenge: the limited view of AI as merely a functional, utility-based tool. Recognizing that the routines of everyday life often feel repetitive and uninspired, the creative team sought to challenge this perception by positioning Meta AI not as a tool, but as a thought partner—one that could transform the mundane into moments of creativity, play, and exploration.

The campaign draws its strength from how Meta AI is natively embedded into platforms Indians already engage with daily—WhatsApp, Facebook, and Instagram—allowing users to seamlessly access AI in the flow of life. By doing so, it empowers users to think beyond the basics, unlocking the ability to generate fresh ideas, plan spontaneous moments, or simply make their day a little more delightful.

To bring this thought to life, DDB Mudra crafted six regionally resonant films, each portraying relatable, slice-of-life scenarios across different age groups and geographies. These short narratives capture the beauty in the ordinary, revealing how Meta AI can enrich even the simplest moments—from helping a student ace a school project to sparking an impromptu plan for family bonding.

With “Aaj Kya Karoge?”, the campaign invites India to reimagine the everyday—not as something to endure, but as a canvas for inspiration, powered by the intelligence and accessibility of Meta AI.

The campaign extended beyond films to contextual YouTube ads featuring prompts tailored to people’s real-time searches. In Delhi and Lucknow, contextual billboards spoke the local language – capturing the habits and quirks of the city. Additionally, to increase audience connect, twelve influencers from different cities were onboarded to reimagine their everyday with Meta AI. Some used it to simplify tasks, some enhanced connections with it, and some unleashed new possibilities.

Mahima Mathur, Creative Director, DDB Mudra, talking about the creative process and the approach to the campaign, 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.”

With this campaign, the aim was to maximise reach and awareness about Meta AI, by nudging people to take notice of its capabilities as a relatable, intelligent and above all, a truly personalized AI tool.