Google and Android Star in ‘Call Me Bae’ Campaign with Ananya

Google India has launched a fresh and innovative campaign, integrating scenes into the popular Prime Video series "Call Me Bae", starring Ananya Panday. The campaign, conceptualised and executed by FCB India, seamlessly incorporates Android-exclusive features into the storyline of the show, offering a creative way to showcase the #AndroidAdvantage.

"Call Me Bae" tells the story of a fashionista navigating life in Bombay, aided by two Android-using friends, Saira and Tammarrah. With FCB India collaborating closely with the creators, new scenes were rewritten and added to the series. These segments highlight everyday moments where Android's functionality becomes an essential tool, especially for Gen Z viewers who resonate with themes of socialising, creativity, and spontaneity.

The campaign introduces the concept of #DeletedScenes, which cleverly demonstrate how Android features integrate seamlessly into modern routines. Whether it’s browsing social media, watching videos, or chatting at parties, Android’s role is portrayed as a reliable and stylish enabler. The campaign captures the essence of youthful, tech-savvy lives while remaining true to the show’s vibrant and engaging tone.

Mayuresh Dubhashi, Chief Creative Officer at FCB India, shared insights about the campaign, saying, “This could have been a straightforward celebrity endorsement, showcasing Android as the coolest operating system. However, we aimed to create a campaign that feels like content, blending naturally into the series as deleted scenes or outtakes. It doesn’t feel like an advertisement, and that was precisely the intention. With our collaboration alongside Prime Video’s hit show, we’ve crafted a narrative that tells the story of the #AndroidAdvantage in an authentic and engaging manner.”

The campaign serves as a testament to Android's dedication to delivering features that simplify and enhance daily experiences, making technology accessible and enjoyable. The partnership with "Call Me Bae" positions Android as not just a tech solution but a lifestyle essential for a generation that thrives on connectivity and creativity.

By blending entertainment with technology, this campaign sets a new benchmark for how brands can creatively engage with their audiences. The prime integration into a series as popular as “Call Me Bae” ensures that the message resonates widely, particularly with the Gen Z demographic who appreciate authentic and relatable storytelling.