The brief was to drive usage of Meta AI on Instagram. The reframe: don't sell the feature, start a trend.

January in India is wall-to-wall gym content — resolution posts, before-and-afters, supplement ads, mirror selfies in fluorescent light. We wedged Meta AI directly into that conversation by treating the prompt itself as the workout. Post a regular photo. "Make Me Muscular" prompt. Post the Meta AI version with cartoonish muscles. That's the bit.

A three-tier creator rollout — 2 celebrities, 11 macro creators, 122 micro creators — let the trend travel across genres and languages instead of staying in one cultural lane. R. Ashwin and Neena Gupta anchored it at the top. Macro creators slotted it into existing comedy formats. Micro creators did what micro creators do best, which is make everything weirder — pets, parents, fictional characters, Hinglish captions doing the heavy lifting.

The format was simple enough to imitate and dumb enough to be funny. Once creators had it, the joke wrote itself.