Perplexity ad with Lewis Hamilton and Eric André

Perplexity is selling a behavior, not just a bot. The new two minute spot pairs Lewis Hamilton with neighbor Eric André who casually answers motorcycle care questions while checking Perplexity on his phone. The gag is light but the point lands. When life throws a how do I fix this moment, the instinct now is to ask your AI.

India is already primed. Creator clips with The Rebel Kid and CarryMinati seeded the idea that the product helps with real life hiccups, from a party cut to a boomer tutorial. The Hamilton cameo pushes the same reflex into global culture without changing tone. Everyone asks. Champions ask. Neighbors ask. You should ask too.

The brand choice here is smart. Keep the interface quiet on screen and focus on the feeling of fast reassurance. That posture separates Perplexity from utility only messaging. It also builds space between the brand and larger competitors that are still the generic face of AI for many users.

Distribution matters as much as casting. The Airtel tie in that unlocks pro access adds a reason to try now and a way to claim value without heavy discount talk. If the trial flows are clean, the habit loop forms quickly. Ask, get a confident answer with sources, return for the next task. That is how top of mind becomes default.

Marketer takeaways. Use talent to normalize a new behavior, not to overshadow it. Seed local creator moments before a celebrity drop so the story travels both ways. Pair awareness beats with a frictionless offer that proves value inside week one. Measure save and share rates on the long cut, brand search lift, and repeat queries per user after the telco activation.

Follow Marketing Moves on Instagram and Facebook for campaign teardowns and creator playbooks you can plug into next week’s plan.