Meta AI’s contextual OOH billboards ask the right questions in Delhi and Lucknow

DDB Mudra conceptualised the launch of Meta AI in India, Meta’s new intelligent AI tool, with a campaign inspired by a question every Indian has asked or been asked while navigating the monotony of daily routine – “Aaj kya karoge?”

With a deep understanding of the industry and consumer trends, the team identified a key challenge when it came to AI: the narrow perception of AI as merely a utility tool. This, coupled with the mundaneness of the everyday, limits people’s ability to explore the uninhibited creative potential of an AI tool.

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.

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.