Facebook India recently launched a campaign to encourage women in smaller towns across India to share more on Facebook. Conceptualised by Taproot, the three digital films, titled ‘Clothes’, ‘Sangeeta’ and ‘Jhansi’, aim to re-introduce the magic of Facebook to those who have taken to it but not to sharing on it.
According to statistics while a majority of these women were accessing Facebook through their mobile phones regularly, they were not sharing as much personal content in the form of posts, videos or pictures but viewing other content as passive consumers. The objective of the campaign was therefore to help them rediscover the joys of sharing, specifically on Facebook, and all the wonderful things that it leads to.
For maximum impact, the campaign was broken into 2 phases- the first phase being to inspire sharing again through a series of films and then following up with education on safety features within Facebook.
Each film holds a mirror to how sharing on Facebook goes beyond the online world to real-life friendships and relationships. From getting in touch with long lost friends to bridging the generation divide, Facebook is at the heart of joyous moments every day.
“It was important to have a more human / real approach. Without pushing too much we wanted to communicate how the brand can play an important role in their day to day life to bond with their friends and families. I think we were successful to get every single bit right, be it the conversation, cast or set up, all of these captures the TG’s world very well” says Santosh Padhi (Chief Creative Officer & co-Founder, Taproot Dentsu).
Links to films:
Agency: Taproot Dentsu
Creative Directors: Santosh Padhi & Agnello Dias
Writer: Neeraj Kanitkar
Account Management: Radhika Sabherwal, Priyanka Rishi
Chief Executive Officer: Umesh Srikhande
Production House: Early Man Films
Director: Bhavesh Karkera
Producer: Milin Shah