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Facebook’s first-ever Holi ad campaign splashes the right hues

The campaign has been conceptualized and executed by Taproot Dentsu

e4m by Misbaah Mansuri
Updated: Mar 3, 2020 2:44 PM
Taproot Dentsu Facebook Holi ad

For the first time ever, Facebook yesterday launched a Holi-themed consumer marketing campaign in India, ‘More Together’. India is the first country in the Asia Pacific region where such a campaign is being rolled out. It is also the first time that Facebook is rolling out a high-decibel campaign of this stature in India. This is a 360-degree campaign that will span mediums like Digital, Out of Home, Radio & Cinema. We take a look at the ad campaign which will air across television in eight languages. 

The creative 

The spot shows a friend group enjoying Holi. As they think about one friend who is in Romania, and the thought of his loneliness strikes them. That’s when they use the power of their connections on Facebook to splash colour into his life.  The campaign has been conceptualised and executed by Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network (DAN) India. While it’s a fact known that consumer marketing is a new strategic area of focus for Facebook and is part of the company’s priority of communicating the role its services play in the world, this marketing campaign for the Facebook App, celebrate and highlight the power of these connections. 

Our take 

The spot shows a story that is believable, relatable-of young people across geographies sharing the festive spirit, using the power of their connections built on the Facebook app. With simplicity and nuance, it speaks about the impact of FB’s feature rather than enlisting and talking endlessly about the brand. It is well-executed and nicely written, which holds your attention through this piece of creative gem.

This one beautifully depicts the world of Facebook, one that represents a canvas of connections that’s huge, vibrant and full of serendipitous outcomes and surprises. Building on a strong insight, the spot captures the cultural nuances of togetherness and the festival just right. In the simplicity of the insight lies its beauty. And its messaging-‘The more you open up to the world, the more the world opens up to you’ makes the perfect fit for a brand like Facebook that leaves you smiling from ear to ear. Sweet and super-nimble, this one tells a story quite well, the kind of ones that are sure to sell and has the potentiality to establish a deeper connection with consumers. Message delivered, Facebook!

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