From rote to woke: Intel's AI rewrites study time

This year, Intel's campaign delves into the nuanced relationship between technology and education. The campaign showcases how PCs are harnessing the power of AI to create a truly transformative #PadhaiKaFuture (The future of studies).

At the core of the campaign is a sharply crafted film on education brought to life by FCB Kinnect, delivering a clear message: ‘every student learns differently’, and that’s exactly where AI PCs can make the difference. Some learn visually, others through storytelling or simplification.

This film subtly highlights how Intel AI PCs can support varied learning styles, offering a more responsive, intuitive, easy and engaging learning experience, that can help students achieve excellence. It’s not just about showcasing a product, it’s about shifting perspectives on how learning can be more student-centric and effective, making new strides towards excelling in academics. Today, education is evolving and the way we learn needs to as well.

“Our intention was to tell a story that resonates with students and parents alike, without being overly dramatic. We wanted to show that Intel AI PCs offer not just a new way to learn, but a better one. A way in which the student is in control, not the tutor as it has been till now. The challenge was to communicate this in the most charming and intelligent way possible, while staying true to its relevance and how meaningful its usefulness is,” said Nishant Pratap, group executive creative director—South at FCB Kinnect.

Rohan Mehta, CEO, FCB Kinnect added, “This is the kind of work that energises us, where creativity sparks new thinking and inspires action. Our collaboration with Intel reflects a core belief at FCB Kinnect—that creative ideas grounded in relevance and purpose lead to meaningful business impact for our brands.”

Campaign’s take: Intel’s latest campaign, #PadhaiKaFuture, shines a light on a familiar classroom dilemma: mastering exam answers without truly grasping the questions. From photosynthesis to conditional probability, the film—crafted by FCB Kinnect—shows students faltering when faced with the why behind the what, a subtle nod to the cracks in rote-driven education.

Enter the AI PC—not as a flashy gadget, but as an always-on tutor ready to demystify reflection, refraction and everything in between. Intel’s pitch is clear: if traditional methods get you marks, AI gets you understanding. The creative sidesteps melodrama in favour of relatable, almost cheeky realism, positioning the AI PC as a personalised learning ally who doesn’t clock out.

For a generation raised on instant answers but desperate for deeper comprehension, the campaign taps into a timely tension. It's less about peddling hardware, and more about reimagining how technology can reshape education—moving from mechanical repetition to meaningful learning.

In a market full of 'smart' devices, Intel cleverly places smart learning at the heart of its narrative. The real exam question it leaves behind? Can AI PCs finally help education graduate from memory games to mastery.