Facebook hosts inaugural Thumbstoppers Summit for creativity in mobile video advertising

Facebook’s Thumbstoppers Summit awards the best creative minds for their Thumbstopping work for mobile storytelling under ten seconds

e4m by exchange4media Staff
Published: Oct 10, 2019 8:15 AM  | 4 min read
Ajit Mohan Facebook India

Touted as Asia’s biggest summit for creativity in mobile video advertising, Facebook India hosted the inaugural Thumbstoppers Summit in Mumbai on Wednesday, October 9.

The summit was attended by leading personalities from the advertising and marketing fraternity. Also in attendance were Bollywood directors Kiran Rao and Zoya Akhtar to share their insights on creativity and mobile video advertising. Facebook also announced the winners for their Thumbstoppers Challenge, which had invited members of the creative and advertising communities to submit their short-form video stories with a mobile-first approach. The top four winners will travel to Cannes next year.

In his keynote address Ajit Mohan, MD and VP of Facebook India, spoke about the future of video in India, and how Facebook and its family of apps were driving curated video experiences.

Facebook’s Thumbstopper format was launched in May this year to help brands cater to the short attention span of the consumer through their 10-second video ads. Since its launch, Thumbstoppers has seen creative agency Wunderman Thompson, film director and producer Kiran Rao, and ad-filmmaker Prakash Verma make Thumbstopper films to help pivot the advertising and marketing communities to embrace mobile-first storytelling.

Speaking about the initiative, Sandeep Bhushan, Director and Head, Global Marketing Solutions, Facebook India, said, “Video is central to our vision for India, and how we are building for people, communities, and businesses in the country. From In-stream on Facebook to Stories on Instagram, there are multiple video ad formats on Facebook that can be used by both large and small businesses to reach their consumers, and drive the desired business results. Thumbstoppers is the most effective way to do storytelling for mobile video advertising, and it’s been heartening to see the marketing and advertising industries create and produce such inspiring Thumbstopping work in just five months.”

Facebook’s Thumbstopper Challenge saw more than 3500 entries from across the country. Of these, 60 entries were from brands from across verticals and industries with six films from Dove, Sofy, Vodafone, Unilever Sustainability, and Royal Enfield making it to the top 16 films that were recognized and unveiled for the first time. All 16 winning films were directed by Ad-film maker Prakash Verma.

Kavita Nair, Chief Brand and Digital Transformation Officer, Vodafone Idea Ltd. said, “The ubiquitous reach of the mobile phone makes it a very powerful tool for marketers. It gives brands more options to engage with the customers, hence, making mobile marketing a medium that the brands can no longer afford to ignore. Vodafone has long realized this need and has been innovative in its approach while telling stories which has helped create a bond with the customers. Thumbstoppers is bridging a key gap in the industry by inspiring creative talent and brands to rethink storytelling for mobile. We are extremely thrilled that Vodafone is among the top Thumbstopper films that got recognised today.”

Thumbstoppers is an industry-first program in partnership with leaders from the advertising industry - Wunderman Thompson, Ogilvy, Leo Burnett, McCann, MullenLowe Lintas Group, and Dentsu Aegis Network. In the last five months, almost 1000 creative professionals have been trained from 56 agencies to help drive effective business results for their clients, and cater to wider consumer sentiment.

As part of a panel Sandeep Kohli, Executive Director, Personal Care, Unilever, and Kavita Nair spoke about ‘Brands in Culture: Thumbstop to future proof creativity’.  Zoya Akhtar spoke about ‘Reimagining Storytelling: How can you infiltrate popular culture and stay relevant at scale?’, Rapper Naezy spoke about, ‘Reimagining Storytelling Through Music’, and Kiran Rao spoke about ‘Storytelling with Impact for Social Good’, she also unveiled two new films for Facebook Thumbstoppers on Facebook’s Blood Donations feature.

Winner Details: The top four winners, in no chronological order, were Rachita Kotwal from FoxyMoron in the category ‘Products We Love’ for the film ‘Fathers should be a part of their daughter’s menstrual journey’, Samriddhi Shah from Wunderman Thompson in the category ‘Breaking Stereotypes/Social Causes’ for the film ‘Just because homemakers don’t earn, doesn’t mean they shouldn’t be respected’, Shib Nath Sen from Wunderman Thompson in the category ‘Start A Habit’ for the film ‘Peeing on roads!’ and Swati Subramanian from Leo Burnett in the category ‘Little Big Moments’ for the film ‘Divisive behaviour in our society towards people with different orientation/preferences’.

The other 12 winners across the four categories were Akshay Seth and Ashok Karkala from Ogilvy, Nuzhath Enayath from Wunderman Thompson, Gitanjali Bhattacharya from Interactive Avenues, Anirudh Venugopal from Dentsu Webchutney, Yashaswini Singh from Wunderman Thompson, Chhavi Sahni from Ogilvy, Austin Dsouza from Ogilvy, Ravi Shankar Mishra from ADK Fortune, Rashmi Yadav from Dentsu Isobar, Akshay Seth and Chinmay Raut from Ogilvy, Sunetro Lahiri from The Glitch and Keshav Nagpal from The Glitch.

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