Intel India, in collaboration with Dentsu Creative Isobar, has launched a bold new campaign titled “Papa Kehta Hai” — a stirring initiative that redefines the role of the personal computer in India's rapidly evolving, AI-driven educational landscape. The campaign aims to bridge the digital divide by reframing the PC as an essential learning tool, not a luxury, in a future shaped by artificial intelligence.
At the heart of the campaign is a cinematic hero film that reimagines the iconic Bollywood anthem Papa Kehte Hain Bada Naam Karega through a modern lens. The film speaks to a shift in generational ambitions — from asking “What will you become?” to a more urgent question: “Will you be ready?”
Launched at a time when India’s EdTech sector is booming — with a 40% compound annual growth rate — the campaign confronts a stark reality: only 11% of Indians currently own a personal computer. Despite the rising demand for digital learning, access remains deeply unequal. Intel's campaign positions the AI-powered PC as a bridge to opportunity, growth, and future-readiness.
“We believe the classroom of the future starts at home,” said Apurva Jani, Marketing Director at Intel India. “Today’s students need more than textbooks — they need technology that learns with them, grows with them, and prepares them for what’s next.”
Crafted to resonate emotionally, the film is both nostalgic and forward-looking. It depicts a relatable Indian household navigating changing expectations, as parents and children alike face the pressure — and promise — of an AI-enabled future. The creative team deliberately chose to flip the traditional coming-of-age story, using a familiar cultural symbol to spark a new national conversation.
“We wanted a story that makes you smile, nod, and maybe even rethink your childhood dreams,” explained Sahil Shah, President of Dentsu Creative Isobar. “This film is real, relatable, and rooted in a message that feels both personal and powerful.”
Abhijat Bharadwaj, Chief Creative Officer, added: “We all grew up with Papa kehte hain bada naam karega — it defined a generation. But in 2025, those dreams won’t come true without AI, and without PCs in homes. This campaign felt like a necessary call to action.”
To maximize impact, the campaign has been rolled out across India’s digital and traditional media ecosystem. The film is airing on YouTube, major OTT platforms, and national television. Print ads in top-tier newspapers are reaching decision-makers in households, while outdoor billboards light up urban centers and education hubs. Influencers, educators, and students are also amplifying the campaign on Google, Meta, and across India’s broader digital landscape.
By blending emotional storytelling with a strategic media rollout, Papa Kehta Hai becomes more than a marketing message — it’s a cultural moment. Intel and Dentsu are not just selling PCs; they’re reframing them as tools of empowerment for millions of Indian students preparing to step into a future powered by AI.
