Inside Facebook’s plans for their first-ever India ad blitz
The minds behind Facebook’s first-ever ad campaign in India open up about their creative journey and how the multiple campaigns will go on air across the country over the next few weeks
For the first time in India, Facebook launched a Holi-themed consumer marketing campaign ‘More Together’ last week. India happens to be the first market in the Asia Pacific region where such a campaign has been rolled out. “There will be multiple campaigns going on air, across India, over the next few weeks. We wanted to be more assertive in telling our story because the story is so powerful. We've allowed others to do this in the past, but now it's time we stand up and speak directly to the people using our apps,” a Facebook spokesperson shared in conversation with exchange4media.
The spokesperson also opened up on the rationale behind their India blitz. “Our consumer marketing campaign in India, ‘More Together’, is aimed at showcasing how people across the country can do more together by harnessing the power of their connections on the platform. It stems from the core belief that people can do more together, than alone,” he said.
The Facebook spokesperson added, “In fact, through the films, we're not telling a story that we hope to be true. We're actually showing ways in which the Facebook app in India is used every day. It's deeply immersed in the fabric of India. This is the reason for the campaign. It will be a 360 one, reaching people through digital, cinema, OOH and more - but always bringing home the message that we can achieve more together than we can do alone.”
Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu- the creative agency that conceptualised Facebook’s ad revealed that during filming, Neeraj Kanitkar (The creative director from the agency who wrote and held the campaign together) literally travelled the length and breadth of the country (and Romania) with different members of the Taproot team piecing together stories that are as diverse as they are visually rich.
“The execution of this entire campaign was both, back-breaking and delightful. It was a pleasure for team Taproot Dentsu to work on a series of cinematic projects such as these. The Holi spot is just one of the manifestations of ‘More Together’. I think what Facebook expected of us was to truly delve into this global philosophy, understand it and shape it for our country, contextually and emotionally,” Chakravarti remarked.
When quizzed about the creative strategy, she revealed, “How should we tell everyone in India, what we, the creators of this campaign, already knew to be true? That Facebook can, and always has, been able to harness the power of many, to make life that much more magical every day. With this as our objective, we realised that “campaign strategy” is perhaps too marketing-like a term. What we needed to do, was tell people the truth - so that’s what we did.”
Chakravarti believes that the decision to work with different directors for different films has also enriched the campaign and rendered each piece as unique while keeping the core united. “While we can only speak of the Holi piece now, there are many more delights in store, human stories which look and feel authentic. As the weeks go by, I hope you will be able to see that we have managed to depict the essence of ‘More Together’ in a myriad of forms - all of which, we hope, will be relevant to (and embraced by) Indians young and old,” said Chakravarti
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