Google's Gemini Campaign Taps Shah Rukh Khan to Reach India's Non-English Speakers

Google India has launched a campaign to promote the use of its Gemini AI assistant in non-English speaking regions. The campaign, which features Bollywood star Shah Rukh Khan, aims to make Gemini more approachable and user-friendly for the estimated 470 million internet users in Tier 2 and Tier 3 towns across India.

The campaign positions Gemini as a supportive friend who listens, understands, and helps people move forward. It highlights the importance of language in making AI accessible and less intimidating for non-English speakers. According to Shekar Khosla, Vice President, Marketing, Google India, 'Technology truly weaves its magic when it stops being just a tool and starts becoming a companion in life’s everyday moments.'

The campaign focuses on deeply personal experiences and turns language anxiety into confidence. It features Shah Rukh Khan in several roles, showcasing how Gemini can help people navigate everyday situations. Prasoon Joshi, Chairman of Omnicom Advertising India, said that the stories are about connection and how technology can support the process quietly.

The campaign has been developed by Google with McCann India and Nirvana Films, and features a conversational tone that makes Gemini feel like an active conversation partner rather than a traditional AI assistant. The campaign closes with the slogan 'Ab Dost Hai Saath, Khul Ke Karo Baat', reinforcing Gemini's role as a friendly voice.