Android x Call Me Bae

When dominance doesn’t equal desire, effectiveness means transformation.
Android already led the market but lagged in meaning. Our challenge was to
make a functional OS aspirational for Gen Z- turning invisible intelligence into
visible advantage. By embedding AI features into India’s most-watched Gen Z
series, we turned tech into culture. The result: +3.7% uplift, 2.8M lifted users,
and a breakthrough $0.14 CPIL - 170% efciency versus benchmarks. We didn’t
just improve metrics; we redened how technology marketing earns attention,