MUMBAI, INDIA – Intel India, in collaboration with Dentsu Creative Isobar, has launched ‘Papa Kehta Hai’, a stirring new campaign that positions the personal computer as a vital gateway to an AI enabled future. Blending nostalgia with urgency, the initiative reframes the PC not as a luxury, but as an indispensable learning tool in every Indian household.
At the heart of the campaign is a cinematic hero film that reinvents the classic Bollywood song, “Papa Kehte Hain Bada Naam Karega”, for a new era. This reinterpretation pivots the traditional coming of age question, “What will you become?” into a more pressing challenge for today’s youth and their parents: “Will you be ready?” The narrative reflects India’s rapidly evolving aspirations where tomorrow’s careers may not even exist today, but AI readiness will be the key to unlocking them.
Speaking on the campaign, Apurva Jani, Marketing Director, Intel India said, “We believe the classroom of the future starts at home. Today’s students need more than textbooks – they need technology that learns with them, grows with them, and prepares them for what’s next. This campaign shows how Intel-powered AI PCs are enabling a new era of learning, led by curiosity and fuelled by innovation.”
Sahil Shah, President, Dentsu Creative Isobar added, “We wanted a story that makes you smile, nod, and hopefully rethink your childhood career dreams. The hero film does just that. It keeps it real, keeps it relatable, makes it memorable and flips Papa Kehte Hain into a conversation about the dreams of tomorrow.”
Abhijat Bharadwaj, CCO, Dentsu Creative Isobar commented, “We all grew up listening to ‘Papa kehte hain bada naam karega’ in the 90s. A song that defined a generation. Cut to 2025, papas and moms still think their kid will do ‘bada kaam’. But that is not going to happen without the power of AI PCs. This felt like a necessary clarion call for the next generations.”
The campaign rollout spans YouTube, OTT platforms and targeted AI powered digital media on Google, Meta, and influencer networks. Print ads in leading national dailies bring the message to decision makers at home, while bold outdoor branding in metros and education hubs ensures the conversation resonates wherever ambition thrives.
