Meta has officially rolled out its AI assistant in India, but instead of a high-decibel product launch, the tech giant has taken a softer, culturally attuned route. Partnering with creative agency DDB Mudra, Meta unveiled a uniquely Indian campaign titled “Aaj kya karoge?”, which translates to “What will you do today?” It’s a simple question—but one that’s deeply embedded in everyday Indian conversations. And that’s precisely the point. The campaign isn’t about dazzling features or technical jargon; it’s about meeting people where they already are—on WhatsApp, Instagram, and Facebook—and helping them discover how AI can subtly spark everyday creativity.
What makes this launch stand out is its emotional tone. While global narratives around AI often focus on productivity, efficiency, or futuristic ambition, Meta’s India rollout is refreshingly grounded. The question “Aaj kya karoge?” doesn’t demand anything. It gently nudges users to be curious, explore a little more, maybe even try something new with Meta AI as a companion. Whether it’s finding a recipe, planning a quick trip, crafting a unique message, or learning something new—the assistant is positioned as an accessible, helpful friend, not a high-tech overlord.
The campaign brings this idea to life through six short regional films, each capturing relatable moments across different Indian cities and demographics. In one story, a teenager turns a lazy afternoon into an art project with the help of AI-generated ideas. In another, an elderly couple reinvents dinner plans with a quirky regional recipe recommended by Meta AI. These films, filled with warmth and local flavor, are designed to show—not tell—how AI can be seamlessly integrated into the moments that matter.
Alongside the films, Meta and DDB Mudra have gone hyper-local. Billboards in Delhi and Lucknow speak in everyday dialects, asking passersby what they plan to do today. On YouTube, contextual ads respond to users’ real-time searches with prompts to try Meta AI. And across social media, twelve content creators—from both big metros and Tier 2 cities—are sharing real-life examples of how the assistant fits into their daily lives. From finding the perfect birthday message to discovering weekend travel spots, these use cases showcase the AI as something far more than a chatbot—it’s a creativity enhancer.
Mahima Mathur, Creative Director at DDB Mudra, said it best:
“We didn’t want Meta AI to feel like a new product you need to figure out. We wanted it to feel like something that was already a part of your life. ‘Aaj kya karoge?’ is a question that could come from your cousin, your colleague, or your best friend—and now, from AI.”
That thinking is backed by data. According to a Meta-commissioned study by GWI, more than half of Indian users are actively seeking ways to make their lives simpler, while 46% say they find new inspiration through social platforms. By placing Meta AI directly within the apps Indians already use most—WhatsApp, Facebook, and Instagram—the campaign taps into an existing behavior pattern rather than trying to change it.
Experts in the space believe this approach could shift how Indians think about AI. I say as an “Meta is doing something interesting here. Rather than positioning AI as just a tool for efficiency, they’re presenting it as a partner in everyday creativity. That’s not just refreshing—it’s smart.”
While Meta hasn’t released official performance numbers yet, early industry buzz indicates the campaign is resonating. The relatable messaging, local flavor, and natural integration of technology into routine life are helping users see AI not as something abstract, but as something truly useful—and even enjoyable.
So, what’s next? Meta plans to expand the campaign with even more regional content, social media integrations, and influencer-led stories. The goal isn’t just to increase awareness but to reshape the perception of AI in India—from a productivity tool to a daily source of inspiration.
In a world where tech marketing often leans on hyperbole, Meta’s “Aaj kya karoge?” feels refreshingly human. It invites users to experiment, have fun, and make small creative leaps—without pressure or pretense. And in doing so, it quietly redefines how AI can fit into our lives.
So the next time you’re scrolling through WhatsApp or browsing Instagram, don’t be surprised if Meta AI pops up with a suggestion that makes you smile. It’s not selling you something. It’s just asking—Aaj kya karoge?