But what do you type when you have a problem and are not even sure where to start?

That is the more interesting question behind Google India’s new campaign, ‘Google Search – Samjhe. Samjhaaye. Raah dikhaye.‘

Developed in collaboration with McCann India and conceptualised and written by Prasoon Joshi, the campaign introduces AI Mode in Google Search through a situation that has very little to do with technology at first glance. Google’s official announcement provides more detail on how the feature works.

And that is exactly why the film works as a product story.

Karan Has a Café Dream. Telling His Father Is the Hard Part.

The film follows Karan, a young man preparing for competitive exams who has another ambition on his mind: opening his own café.

There is just one problem. He does not know how to tell his father.

Instead of beginning with a conventional product demonstration, the film starts with this very human uncertainty. Karan turns to AI Mode in Google Search and asks how he should approach the conversation and where he should begin.

That question then leads to another.

And another.

Soon, the conversation moves beyond how to tell his father and into the practical reality of the business. Karan begins thinking about what students around him might need, what his café could offer and where financing could come from.

The interesting bit is that the original question changes as Karan thinks things through.

That is the behaviour Google is really selling.

The Best Question Is Sometimes the One You Ask Next

Traditional Search is often associated with a specific query and a specific answer, a territory Google has explored creatively before in Google – Easy Questions Don’t Always Have Easy Answers.

The situation in this film is different.

Karan does not arrive with a neatly defined problem. He arrives with an idea, some uncertainty and a lot to figure out.

AI Mode gives him room to keep going, much like the conversational experience explored in Google Assistant and Artificial Intelligence

The conversation can become longer, more specific and more practical as his thinking develops. Instead of forcing him to know exactly what to search for, the interaction helps him explore the problem one step at a time.

That makes the technology easier to understand without having to explain the technology too much.

Google is essentially saying: you do not always need to know the right question before you start.

Google has explored the cultural side of search before, notably through The Most Searched, which turned real search behaviour into the centre of its creative idea.

From “What Should I Say?” to “How Would I Actually Do This?”

This is where the film finds its strongest creative progression.

Karan’s first concern is personal. How does he talk to his father?

But once that is addressed, a bigger set of questions appears. If he really wants to open a café, who would use it? What would they need? How could he finance it?

The film turns that progression into the product demonstration.

There is no dramatic AI reveal. No futuristic interface takes over the story. No long explanation of features.

Instead, the audience watches one question lead naturally to the next.

For a campaign about conversational AI, that is a smart way to make the interaction understandable.

It also sits within a broader evolution of technology-led campaigns on Campaigns of the World, where the technology works best when it becomes part of the experience rather than the entire story.

Google Doesn’t Make AI the Hero. Karan Does.

There is a temptation with AI advertising to spend too much time showing what the technology can do.

This film takes the opposite route.

AI Mode is almost a supporting character. Karan remains at the centre.

We understand why he is searching before we think about what the technology is doing. His ambition gives the feature a reason to exist.

That choice also keeps the film grounded. The campaign is not asking viewers to be impressed by AI. It is asking them to recognise a familiar feeling: having something you want to do, but not knowing how to turn the thought into a plan.

A Product Demonstration Disguised as an Everyday Conversation

The film’s biggest strength is the way it hides its product demonstration inside the story.

Karan’s conversation with AI Mode gradually reveals what the feature is designed to do. Longer questions, follow-ups and practical exploration are all demonstrated through his situation rather than listed as features.

That makes the film easier to watch and easier to understand.

It also gives the campaign a useful creative territory for the films that follow. The first story establishes the idea that Search can help when the problem itself is still taking shape. Future films can build on that territory with different moments where people need help thinking through what comes next.

The Real Idea Is Not AI. It Is What Happens After the Question.

For us at Campaigns of the World, the most interesting thing about this campaign is not the AI itself. It is the change in the role Google Search is trying to occupy.

Karan is not simply looking for information. He is trying to make a decision. The campaign therefore moves Search into a space that feels closer to thinking, planning and exploring.

That is a more interesting advertising proposition than simply saying, “Google Search is now powered by AI.”

The film also gets the tone right by keeping the technology relatively quiet. The human problem comes first, and the product earns its place in the story. Karan’s uncertainty gives AI Mode a genuine role rather than making the technology the star of the film.

The clever part is that Google does not try too hard to explain AI Mode. Instead, we watch someone use it to work through a problem. That makes the product feel useful rather than impressive for the sake of being impressive.

There is a bigger creative challenge ahead, though. This is the first film in a series, so the idea will become more interesting if the following stories find equally specific human situations rather than simply repeating the same AI Mode demonstration.

For now, the campaign has found a simple way to make a complicated product idea understandable: sometimes you are not searching for an answer. You are searching for your next step.

Credits
Brand: Google
Agency: McCann India
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

The initiative set out to find a more effective way to address concerns and help reduce hesitation among the public.

The Insight Behind the Campaign

The strategy was built around a familiar behavior. When people are uncertain about a decision, they often look for reviews and experiences from others before making up their minds.

Drawing from this insight, the campaign used first-hand stories from vaccinated individuals to provide reassurance around common concerns related to the Covid-19 vaccine.

Rather than relying solely on official information, the campaign introduced personal experiences into the conversation.

Turning Experiences Into Reviews

To develop the idea, trending fears and concerns about vaccination were mapped against credible first-hand accounts from people who had already received the vaccine.

These stories were transformed into what the campaign described as the first-ever reviews of the Covid-19 vaccine.

Different individuals addressed different concerns:

• Caregivers shared experiences related to vaccine availability.

• Breadwinners spoke about side effects.

• Seniors expressed their excitement about seeing grandchildren again.

• Parents addressed questions around safety.

The reviews were delivered contextually so that audiences received stories that reflected concerns relevant to them.

How Reviews of Hope Continued to Evolve

As data revealed new fears and questions about vaccination, additional Reviews of Hope were created to respond to those concerns.

This allowed the campaign to continue building a collection of first-hand experiences that reflected the topics people were actively searching for and discussing.

The approach connected search insights with personal stories, helping ensure that the reviews remained relevant to the audience.

Why the Campaign Stands Out

One of the notable aspects of the campaign is the way it applied a familiar review format to a public health challenge.

By drawing on a behavior commonly associated with decision-making, the campaign used personal experiences to address questions around vaccine availability, side effects, safety, and family connections.

The idea was also informed by ongoing search data, allowing the campaign to continue creating new reviews as concerns emerged.

Results

The impact of Reviews of Hope was reflected in both search behaviour and vaccination sentiment.
According to the campaign:

• Positive perception of vaccination increased by 8.6%.

• Google Search data showed a reduction in misinformation-related activity.

• Vaccination rates in Indonesia increased during the campaign period.

• The campaign reached 260 million people over four months across digital and television broadcasting.

• Brand trustworthiness increased by an average of 5% across Indonesia.

Final Thoughts

Reviews of Hope took a familiar consumer behaviour and applied it to a public health issue. By pairing search insights with first-hand experiences from vaccinated individuals, the campaign created a format designed to address concerns through relatable stories.

The work demonstrates how audience behaviour, data, and personal experiences can be combined to support communication efforts around an important public health initiative.

Credits
Brand: Google
Campaign: Reviews of Hope
Advertising Agency: Toaster, Singapore
Media Distribution Company: Essence SEA
Art Director: Vincent Tanara
Associate Creative Director: Adryanto Santosa & Manisha Sharma
Creative Director: Meyvi Wedelia
Executive Creative Director: Vinod Savio
Senior Art Director: Prayudha Bimo Aryotejo
Senior Copywriter: Satria Partala Pamungkas
Senior Motion Graphics Designer: Mujib Jamin
Account Director: Chi Nguyen
Brand & Creative Lead – SEA: Mira Sumanti
Head of Brand Marketing, SEA & India: Samit Malkani
Head of Consumer Apps Marketing: Fida Heyder
Multimedia Designer: Aung Cho Zan
Product Marketing Manager: Renita Pusparini

In today’s digital age, navigating the crowded advertising landscape can feel overwhelming. Budgets are tight, competition is fierce, and paid platforms often demand hefty investments. But fear not! A treasure trove of free tools exists, ready to empower your campaign and launch it towards success. Unleash your inner marketing maestro and watch your campaign soar without spending a dime.

Social Media: Your Playground for Engagement

1. Buffer
   Schedule and manage your social media posts across multiple platforms from one central hub. Buffer’s intuitive interface and powerful features make it a breeze to stay organized and consistent with your social media presence.
2. Hootsuite
   This comprehensive platform provides a bird’s-eye view of your social media activity. Manage your presence, track conversations, analyze performance, and collaborate with your team – all in one place.
3. Sprout Social
   Go beyond scheduling with Sprout Social. Track brand mentions, identify potential customers, engage in meaningful conversations, and measure the impact of your social media efforts.

Content Creation: Express Yourself and Captivate Your Audience

1. Canva
   Unleash your inner designer with Canva’s user-friendly platform. Create stunning visuals for your social media posts, website, and other marketing materials, even without design experience. Choose from a vast library of templates, images, and fonts to bring your vision to life.
2. Pablo by Buffer
   Sometimes, simple is best. Pablo by Buffer offers a quick and easy way to create eye-catching social media graphics. With its intuitive interface and pre-designed templates, you can craft engaging visuals in minutes.
3. Unsplash
   Enhance your content with stunning visuals from Unsplash. This platform boasts a vast library of free, high-quality stock photos that span diverse themes and styles.
4. Pixabay
   Another treasure trove of free stock photos, Pixabay offers a wide variety of images, vectors, and illustrations to elevate your visual content.

Email Marketing: Build Relationships and Nurture Leads

1. Mailchimp
   This popular platform offers a free plan that allows you to send up to 10,000 emails per month. Design beautiful email newsletters, segment your audience, and track your results – all within Mailchimp’s user-friendly interface.
2. MailerLite
   Grow your email list and send engaging newsletters with MailerLite. Their free plan includes features like email automation, landing page creation, and subscriber segmentation.
3. Benchmark Email
   Send up to 2,000 emails per month for free with Benchmark Email. This platform offers a range of templates and features to help you create professional-looking email campaigns.

SEO: Climb the Search Engine Ladder and Get Discovered

1. Google Search Console
   Gain valuable insights into how your website is performing in Google Search with this free tool. Identify technical issues, track your website’s traffic, and monitor your website’s performance on search engine results pages.
2. Screaming Frog SEO Spider
   This powerful tool crawls your website and identifies technical SEO issues that may be impacting your search engine rankings. Fix these issues to improve your website’s visibility and attract more organic traffic.
3. SEO Minion
   Analyze your website’s SEO performance and get personalized recommendations for improvement with SEO Minion. This browser extension provides actionable insights to help you optimize your website for search engines.

Website Analytics: Understand Your Audience and Make Data-Driven Decisions

1. Google Analytics
   This industry-standard platform provides comprehensive insights into your website traffic. Track user behavior, identify popular content, and measure the effectiveness of your marketing campaigns.
2. Clicky
   Go beyond basic analytics with Clicky. This platform offers real-time insights into visitor behavior, heatmaps to visualize user interactions, and conversion tracking to measure the effectiveness of your marketing efforts.
3. Hotjar
   Get a deeper understanding of how visitors interact with your website with Hotjar. Record visitor sessions, see how they navigate your website, and identify areas for improvement.

Beyond the Essentials: Tools to Enhance Your Campaign

1. Google My Business
   Turn people who find you on Google Search and Maps into new customers with a free Business Profile for your storefront or service area. Personalize your profile with photos, offers, posts, and more.

 
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Google premiered its 2021 Year in Search film in 50+ languages worldwide. The highly anticipated film is grounded in the fact that Google Trends data shows that the world is searching for “How to Heal” this year more than ever before.

Last year, Google’s Year In Search asked “why?” more than any other time in history. This year, the process of reflecting on the global events that have changed the world forever began. The challenges and tragedy of recent years became an opportunity to summon collective strength. It became a time to embrace scars and come back stronger than before. In 2021, more than ever, the world is searching for “How to Heal.”

Credits
Campaign: Google Year in Search 2021
Advertising Agency: Google Brand Studio, Mountain View, United States of America
Tags: Google Brand Studio, Google Search, Top Google Searches, Film, Google Year In Search

During the lockdown, Google Search data showed that people were searching for ways to help others, but few asked for help on their mental health. ‘I need help’ are the three hardest words to say out loud, and the stigma existed even on Google Search.

Google wanted to break the cycle and started looking for solutions to make mental health help accessible across regions. By working together with psychologists, a toolkit of self-care skills was put together on google.com/covid-19. When a Covid-19 related query was typed, there was extra support in the results.

Google then created a brand video using real footage of people and influencers to remind people to take care of themselves like others. The creative was localized across Asian regions to inspire millions on how to search for self-care in every language and region.

Search trends showed people searching for self-care, and the campaign got to hope and support 186M people as #BeKindToYourMind started trending, one courageous query at a time. Localization drove a 2-5% uplift in brand metrics.

Credits
Brand: Google
Campaign: Be kind to your mind
Advertising Agency: Toaster, Singapore

To stand out from all of your new competitors, those rough edges must be dealt with so that potential customers have the best possible impression of your business and will not be tempted to go elsewhere. With that in mind, here are two key areas you may need to outsource to take your business to the next level.
 

1. Web Design

While it is true that you can put together your website in an afternoon using WordPress, you probably should not. Unless you happen to have experience in web design, your efforts are always going to look amateurish.

Allowing a professional web design team to get involved can help on many levels. They will be more experienced with UX design so that your website visitors have the best experience possible and not click away because they cannot find what they want.

They can help with the SEO of your site so that customers can find it more easily in Google searches, which cuts down on any advertising for which you happen to be paying out. To find a web design agency in your area, you can search on Google. So, if you lived in Dallas, you would search for ‘web design Dallas,’ or if you lived in Birmingham, you would search for ‘web design Birmingham UK’.
 

2. IT Support

Regardless of what industry you are in, your business will now rely on data more than it ever did before. If for instance, your accounting or customer database was destroyed, stolen or ‘ransomed’ as part of a cyberattack, your business would grind to a halt.

The likelihood of that happening increases on an almost daily basis due to the more significant number of people working remotely and the unprecedented amount of data they need to access. If your business is going to prevent or survive such an attack, then outsourcing your IT support would seem like an essential step.

Not only will this allow greater protection for your data, but it can also be backed up and recovered in the event of the worst happening. It can also have the additional benefits of moving your data to cloud storage, meaning you no longer have to rely on expensive on-site servers.

Toaster’s objective was to identify unsung female athletes from across India and unite the country in championing them.

Approach
Google decided to use the media hype of the upcoming Olympics to champion the dreams of women and girls in India. We began a nationwide search for real, inspiring stories of them pushing sporting boundaries.

The clips were then woven with Google products to tell a powerful, inspiring story. The 60-second film was a clarion call for women and girls to rewrite India’s sporting history, with a little help from Google.

Results
The campaign got 100 million+ views in 3 weeks, reaching 86% of the target audience.
The 83% brand appeal score broke industry benchmarks and drove a massive increase in sports-related searches of +3.8%.
It was also in the top 3 YouTube ads people watched in APAC, November 2019.

Credits
Advertising Agency: Toaster, Singapore, Singapore
Executive Creative Director: Vinod Savio
Creative Director: Karn Singh
Associate Creative Director: Alvaro Bruch
Design Director: Marco Rotoli
Creative Group Head: Manisha Sharma
Designer: Vincent Tanara
Designer: Farhan Haniff
Motion Graphics Designer: Mujib Jamin
Executive Producer: Bhawika Chhabra

While many in Thailand use Google to search for answers they need, very few used the search engine to look for football-related information. They wanted to show Thais that Google search was the easiest way to get in-depth real-time football information anytime.

Idea:
Due to being in a different time zone, most international matches happen late at night in Thailand. They used this opportunity to recreate late-night football matches as daily Instagram stories, so fans do not lose sleep over them. They used game date from Google search – scores, goals, penalty, fouls, and schedule – and recapped complete matches on Instagram. Fans could dive deeper and unlock game insights by simply swiping up to open Google Search.

Result:
By using Instagram to bring football fans to the Google Search bar, they scored over 1.3 million daily active users, and a 4% increase in usage intent for the football onebox feature.

Credits
Client: Google
Campaign: Google Insta-Highlights
Advertising Agency: Toaster, Singapore, Singapore
Executive Creative Director: Vinod Savio
Associate Creative Director: Alvaro Bruch
Copywriter: Benjamin Teo
Art Director: Yong Yu Tan
Copywriter: Yaniga Lertpimonchai
Senior Motion Graphics Designer: Mujib Jamin
Head Of Technology: Oliver Dooley
Senior Account Manager: Vanessa Soh
Account Director: Saufi Salleh
Motion Graphics Designer: Chozan Aung

This campaign is about:
Digital Campaign, Thailand, Electronics, Technology, Toaster, Google Search

Credits
Advertising Agency: Toaster, Singapore

Tags:
Digital, Vietnam, Professional, Google Search

It is a non-existent or a virtual assistant from the tech giant Google itself. Google Assistant as the name suggests helps you in searching your query quickly online or on your computer systems. Google Assistant is an AI at its heart. Android and iOS both are equipped to handle Google Assistant. It was released last year in the month of May by the CEO of Google Mr. Sundar Pichai. It is designed in such a way that the user can converse through their natural voice and accent. Also, one can use keyboard commands to operate the same.

What are the features which make Google Assistant handy?

Just say what you want.

You just need to say to Google Assistant about your need such as restaurants nearby or a nearby café. The Google Assistant will find the available restaurants and café’s near you. It will also provide the distance to the destination and any available reviews about the place. It means whenever you crave for anything; you just need to say out loud to the Google Assistant. Google assistant can also track your packages online.

It can translate any language out there.

We can all relate to the communication gap many of us experience when we go to a foreign land. But Google Assistant has kept you intact in that aspect as well. It can translate any phrase or word into your mother tongue. You just need to say the line and in which language you want to translate it. The Google Assistant will translate as well as speak out the translated line for you.
This feature is not quite developed yet. It will not recognize quick reading of the line or many phrases together and will stop working/processing.

It can read your morning news for you.

You have to say to Google Assistant that “read out the news for me” or “listen to news” or anything of like nature and it will speak out the news for you at the very same moment. You can edit the genre or channel of news according to your wishes by going to the Google Assistant options. You can also delete or change the default news outlets. It is an advantageous feature and also saves you from all the stain one’s eyes have to bear.

Can control apps and the connected appliances in a smart home.

You can open your apps and use it with just your voice commands. It comes in handy when your both hands are occupied. It takes the crown of the most used feature as well. You can call anyone without even touching your phone. How cool does that sound?

Google Home is a voice-activated speaker powered by the Google Assistant.
Buy Google Home

Helps in keeping up your spirits.

You can share your mood with your virtual friend/companion. It will open up games or music etc. to light up your mood. It will take you to a funny joke if you are feeling sad. It can pick you up to an interesting thing like a poem in the case of boredom. You do not even have to download the game to enjoy it. You can do the same online which is a great addition.

Therefore, these are some features and benefits of using Google Assistant which one can utilize.

What do we mean by Artificial Intelligence (AI)?

Artificial intelligence is a medium by which machines can adapt themselves to a human environment. They will be able to have two-way communication, can understand the commands of the user and can also perform other functions like translation and searching online.
Some examples of greatest artificial intelligence in used today

Siri
Siri is an assistant on apple platform. It is much famed artificial intelligence which can search anything online with just your voice commands, can set the alarm clock, can also set a reminder, can help with directions, etc. It is one of the most famous AI in the world today.

Netflix

Netflix is equipped with the latest technology making it highly predictable of your choices i.e. it will show those films and videos on top in accordance with the viewers watching habits and interests. As the database grows with time, the optimized results also get more profound.

Amazon.com
The Amazon’s artificial intelligence (AI) is out on the market for quite some time now. It is standing on a point where it can predict your possible choices according to your shopping habits.

Tesla

It is a car manufacturer which earns his bread and butter from its out of the box technology which is packed in their cars. It’s prediction talent, and its autonomous driving is the magnetic force which pulls customers to its doors.

Mr. Sundar Pichai’s say on this technology
According to the CEO of Google, the Google Assistant is currently activated on more than hundred million devices. It is an exceptional accomplishment on the part of the Google. Almost 90% of the mobiles phones on earth which are powered by Android. Google Assistant is available on Marshmallow and Nougat.

According to the man of the hour, approximately twenty percent of the commands on android devices are made through voice. Sundar Pichai is looking to spread Google Assistant wide across the world in the near future. He is also looking at covering this technology on different operating systems including IOS.

There are more than a billion monthly users of Google’s seven products which are Gmail, Google Maps, YouTube, Google Chrome, Google Play Store, Google Search, and Android. He is eyeing at taking the Google Assistant to be the eighth service to hit the billion mark.

Google Assistant and Artificial Intelligence (AI) is the future.
As more and more people are catching the fancy of this technology, it remains just a matter of time before it to become the necessity of every individual. More and more people are appreciating the efforts of Google in developing this product which motivates Google to go more steps further. As the clock keeps on ticking, the Google Assistant is also becoming smarter.

AI Experiments: Explore machine learning in simple, hands-on ways.

“Machine learning and artificial intelligence are unlocking capabilities that were unthinkable only a few years ago.” – Sundar Pichai CEO, Google Inc.

Learn more about Machine Learning

Download Google Allo:
Android | iOS

Article related to:
Google Assistant, Artificial Intelligence, Google AI, Google technology, Download Google Allo, Gmail, Google Maps, YouTube, Google Chrome, Google Play Store, Google Search, Google Artificial Intelligence, Sundar Pichai speech, Google innovations, AI based Android devices, CEO of Google, Amazon artificial intelligence, Netflix, virtual assistant, Ok Google, Google Home, voice commands innovation, Siri, Hey Siri, Google news, Google I/O 2017, google machine learning, Google AI features, Future Technology, AI based apps, Latest Digital innovations, machine learning algorithms, Google Creative Lab

“Memories are an important part of our lives. Even more so for someone who was a part of them, yet missed out, because he couldn’t see. Of the 40 million visually-impaired people in the world, 15 million are from India. And, due to an acute shortage of transplantable corneas, they are often resigned to a life without sight. This is the true story of Amit: a young man who was about to undergo a corneal transplant, and regain his vision after almost 15 years. With a little help from Google Photos’ image search and organisation features, Amit was able to rediscover all those memories he’d been a part of, but missed out on seeing.

We’re grateful to Amit’s family and the Nirmaya & Tej Kohli Foundation for allowing us to be part of Amit’s journey.” #‎TheStoryOfAmit‬

Source: Google India YouTube channel

Credits
Campaign: Google Photos – The Story of Amit
Brand: Google
Advertising Agency: MullenLowe Lintas Group, Gurgaon, India
Creatives: Arun Iyer, Arko Provo Bose, Manzoor Alam, Ishita Misra
Director: Anand Gandhi
Director of Photography: Avinash Arun
Chief Asst. Director: Ansh Vohra, Manas Thakkar
Associate Director: Vinay Shukla
Production House: Film Elements
Editors: Shekhar Prajapati, Manan Bhatt

Mission

To end objectification in advertising.
To stop the harm it causes.
To teach girls that their worth is not their weight, their looks or their body parts, but who they are, what they have To say and what they can do.
To support brands that empower women.
To INSPIRE the world to find a better way.

Objectifying ads

Submit Ads you find Objectifying
or tag them on instagram with #WomenNotObjects and support them.

Read full story on Adage India.