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Google Puts A Difficult Conversation At The Centre Of Its Search Film

Ad Tribe! Bureau2 min read
A young man in tears embracing his father, from the Google India film about telling a parent of a plan to open a cafe

Google India has launched a campaign for AI Mode in Google Search, built on a film about a young man who knows what he wants to do and cannot work out how to say it to his father.

  • Brand: Google India
  • Campaign: Samjhe. Samjhaaye. Raah dikhaye.
  • Conceptualised and written by: Prasoon Joshi, Chairman, Omnicom Advertising India
  • Developed with: McCann India
  • Production house: Chrome Pictures. Director: Amit Sharma

What The Film Asks AI Mode in Google Search To Do

The protagonist, Karan, is preparing for competitive exams and wants to open a cafe. The obstacle in the film is not the business plan. It is the conversation with a father who is expecting something else.

Karan turns to the product with a question about how to approach that conversation and where to begin, and works through a practical plan: understanding what students nearby actually want, then finding the financing options that exist. Google describes this as the first in a series of films.

Why The Product Stays Off To One Side

Most software advertising demonstrates. This one withholds the demonstration until the viewer has a reason to want it, which is the harder structure to hold for the length of a film.

The choice follows from what the campaign is claiming. A feature that answers longer, conversational questions with follow-ups is difficult to show in a list of features and easy to show in a situation where somebody is stuck. Stuck is a state, not a query, and the film spends its time establishing the state.

What Prasoon Joshi Said About It

Prasoon Joshi said the moments in the film are ones that have stayed with him, the kind where the question somebody types is never really the question being asked. The intention, in that account, was for the product to hold a conversation quietly, without announcing itself, and to feel less like a search bar and more like a guide alongside someone thinking something through.

Credits run deep on the agency side: creative by Ashish Nath, Anshuman Singh, Dushyant Chopra and Sujan Sarkar, with strategy by Sumeer Mathur and films by Jitender Kalra and Sameer Relia. More campaigns.

#Prasoon Joshi#Google India#Brand Film#Artificial Intelligence#McCann India
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