Google India explores the questions behind the questions with AI Mode from McCann India
Google India has launched the ‘Google Search – Samjhe. Samjhaaye. Raah dikhaye.’ campaign to showcase the everyday helpfulness of AI Mode in Google Search. Conceptualised and written by Prasoon Joshi, Chairman, Omnicom Advertising India, and developed by Google India in collaboration with McCann India.
The campaign highlights how Search is evolving from a place to look up quick facts into an intuitive, helpful guide for more nuanced multi-step questions.
The campaign is rooted in the insight that when people face big everyday moments or new beginnings, they often need more than a single fact – they need help structuring their thoughts and exploring practical options. With AI Mode in Google Search, users can ask longer, conversational questions and ask natural follow-ups to get relevant, structured responses backed by trusted sources from across the web.
The launch film brings this to life through the relatable story of Karan, a young man preparing for competitive exams who dreams of opening his own café but doesn’t know how to break the news to his father. Turning to AI Mode in Google Search, Karan asks how to approach the conversation and where to begin. Through a natural back-and-forth, AI Mode helps him structure a practical business plan – starting with understanding the needs of students around him to discovering relevant financing options – giving him the confidence and preparation needed. This is the first of a series of films conceptualised to bring the usefulness of AI Mode in Google Search to life.
Prasoon Joshi, Chairman, Omnicom Advertising India, said: “These aren’t just everyday moments, they’re ones that have stayed with me, the kind where the question you type is never really the question you’re asking. I kept coming back to a simple truth: when people are stuck, they don’t want information, they want to feel like they are understood. With AI Mode, we explored how Google Search could hold that kind of conversation quietly, without announcing itself, simply being there while someone thinks something through. We wanted it to feel a little less like a search bar, and a little more like a helpful guide by your side.”
Credits
Conceptualised and Written By: Prasoon Joshi
Creative: Ashish Nath, Anshuman Singh, Dushyant Chopra, Sujan Sarkar
Business: Dheeraj Sinha, Kamal Basu, Tanisha Sharma, Siddharth Bhattacharya, Sankalp Srivastava, Saurabh Awana
Strategy: Sumeer Mathur
Films: Jitender Kalra, Sameer Relia
Production House: Chrome Pictures
Director: Amit Sharma