Remember the DIY (Do-It-Yourself) tutorials we used to watch for our craft periods in school? The videos seemed so easy that we used to immediately run to our parents, buy the same materials mentioned in the videos and sit down to make the art.
The videos used to give us a different level of confidence to make it exactly as shown.
Similarly, there is another level of confidence that comes from reading a few self-help and business books and deciding you are ready to build a startup. Now, add AI to that equation, and those confidence boosts cannot be compared.
Scaler’s latest campaign, #NotDoneAI, is built around that same tension – and it brings in comedian and writer Biswa Kalyan Rath to make the point land.
The digital film, conceptualised and executed by Emplace HQ, opens with Kalyan Rath attempting to build a food delivery startup using AI tools. He has prompts, confidence, and not much else. The results, predictably, go sideways in increasingly absurd directions.
Biswa’s startup begins unravelling almost immediately. His early prompts are vague enough that the AI eliminates restaurants from the platform entirely, leaving delivery partners showing up at his door to collect orders that do not exist.
When he tries to correct this by telling the AI, “Restaurant se lekar customer ko biryani pahunchana hai,” the platform takes the instruction at face value and begins sending biryani to every customer regardless of what they ordered.
His next attempt to fix the problem pushes the startup to the opposite extreme, delivering everything from unintended items to questionable dry substances, too. Each new prompt makes things worse.
The film is not really about AI failing. It is about a person relying on AI without understanding what he is asking it to do.
The brief behind the campaign
The campaign aims to respond to a cultural moment where speed is treated as a proxy for skill. The premise is that professionals are constantly surrounded by pressure to move faster and build more, often using tools they have not fully learned.
The campaign frames vibe coding – the practice of prompting AI to generate outputs without understanding the underlying logic – as a symptom of that pressure rather than a feature of AI itself.
Commenting on the campaign, Rahul Kartikeyan, Chief Marketing Officer, Scaler, said, “We are living through a moment where anyone can build something with AI, and that’s genuinely exciting. But we are also seeing people mistake faster execution for deeper understanding. The idea behind this film came from that observation. Biswa brings a unique ability to find humour in everyday situations, making him an effective voice for a conversation that many professionals can relate to. AI is a powerful tool, but understanding remains the real advantage.”
Kalyan Rath’s comedy tends to work through observation and specificity rather than exaggeration, which makes him a reasonable fit for a campaign that is trying to make a real argument through satire rather than just entertain.
