India, June 17: Scaler, an AI-native technology company, has launched #NotDoneAI, a digital film featuring comedian and writer Biswa Kalyan Rath. Through humour and satire, the campaign explores the pitfalls of “vibe coding”, the growing practice of relying on AI-generated outputs without fully understanding the underlying logic.
The campaign, conceptualised and executed by Emplace HQ, opens with Biswa attempting to build a food delivery startup using AI. Armed with little more than vague prompts and confidence, he begins instructing the AI to create a food delivery app. The result? A platform that somehow manages to eliminate restaurants from the equation altogether, leaving delivery partners knocking on Biswa’s door to collect orders that don’t exist.
As Biswa continues refining his prompts, things only get more absurd. At one point, he tells the AI, “Restaurant se lekar customer ko biryani pahunchana hai.” The platform, however, takes the instructions literally and begins delivering only biryani to every customer, regardless of what they ordered.
Attempting to fix the issue, Biswa then asks the AI to send customers exactly what they want. The platform swings to the other extreme, delivering everything from questionable substances to entirely unintended items. With every new prompt, the startup descends further into chaos, creating a satirical take on what can happen when vague instructions and shortcuts replace understanding.
Rather than questioning AI itself, the film challenges the tendency to treat it as a shortcut to expertise. At its core, the campaign is less about AI and more about human behaviour. Drawing on the insight that today’s professionals are constantly surrounded by messages about moving faster, doing more, and relying on new tools to accelerate outcomes, #NotDoneAI highlights a common pitfall: prioritising faster outputs over deeper understanding. Through humour, the film spotlights a challenge many professionals face today, knowing when to rely on AI and when to apply their own judgment. Through Biswa’s misadventures, the campaign underscores that while AI can help build faster, understanding how things work remains essential to building them right.
Since its release, the film has garnered over 4.5 Lakh views in less than 24 hours, resonating with audiences through its humorous take on AI-assisted building and the pitfalls of vague prompting.
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.”
Through #NotDoneAI, Scaler seeks to position AI as a powerful enabler rather than a substitute for learning, encouraging aspiring professionals to pair AI fluency with strong foundational skills to thrive in an AI-driven world.