DDB Mudra’s “Aaj Kya Karoge?” Puts Meta AI in India’s Creative Spotlight

What if your daily routine could be transformed with a spark of creativity? That’s the question at the heart of DDB Mudra’s latest campaign, “Aaj Kya Karoge?”—a fresh, relatable initiative to launch Meta AI in India as more than just a tech tool, but as a true creative companion for millions.

The Challenge: Moving Beyond Utility

For many, artificial intelligence still feels like a distant, purely functional technology—something you use for quick answers or basic tasks. DDB Mudra recognized this narrow perception and set out to change it. Their insight: the real magic of AI lies not just in utility, but in its potential to inspire creativity and make everyday moments more meaningful.

“Aaj Kya Karoge?”: An Invitation to Imagine

The campaign draws inspiration from a question every Indian has heard or asked—“Aaj kya karoge?” (What will you do today?). It’s a simple prompt, but one that nudges people to break out of routine and try something new. DDB Mudra harnessed this sentiment to position Meta AI as a friendly thought partner, ready to infuse daily life with spontaneity, discovery, and innovation1.

Meta AI is now seamlessly integrated into apps Indians use most—WhatsApp, Facebook, and Instagram—making it accessible wherever people connect, share, and create.

Storytelling That Resonates

To bring the idea to life, DDB Mudra created six short films, each set in a different part of India and featuring characters from various age groups. These stories show how even the most mundane moments—like planning a meal, chatting with friends, or tackling a work project—can become magical with a little help from Meta AI.

But the campaign didn’t stop at films. Contextual YouTube ads were tailored to people’s real-time searches, while billboards in cities like Delhi and Lucknow spoke in local languages, reflecting the unique quirks and habits of each region. To deepen the connection, twelve influencers from across India reimagined their own routines with Meta AI—some simplifying tasks, others enhancing relationships, and many discovering new possibilities.

A Creative Director’s Perspective

Mahima Mathur, Creative Director at DDB Mudra, summed up the campaign’s philosophy:

“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.”

Making AI Personal and Relatable

The campaign’s strength lies in its ability to make AI feel approachable and relevant. By embedding Meta AI into the fabric of daily life and using stories that reflect real Indian experiences, DDB Mudra is helping millions see AI as a personalized, intelligent partner—not just another tech feature.

The Bigger Picture: India’s AI Moment

This launch comes at a time when India is rapidly embracing AI across industries, from entertainment to education and business. Meta’s collaboration with the Indian government and tech ecosystem is further accelerating innovation, making advanced AI tools more accessible for everyone.

Conclusion

With “Aaj Kya Karoge?”, DDB Mudra and Meta are inviting Indians to reimagine what’s possible—turning everyday routines into opportunities for creativity, connection, and discovery. As Meta AI becomes a part of daily conversations and decisions, the campaign is set to inspire a new wave of innovation, one day at a time.