Facebook launched a new consumer marketing campaign in India, ‘More Together’, to showcase how people across the country can do more together by harnessing the power of their connections on the platform. The campaign marks many firsts for the company. 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.
Consumer marketing is a new strategic area of focus for Facebook and is part of the company’s priority of transparently communicating the role its services play in the world. ‘More Together’ is the marketing campaign for the Facebook App, to share stories that celebrate and highlight the power of connections. It is built on the core belief that people can do more together, than alone. Ajit Mohan, Vice President and Managing Director, Facebook India, comments, “India is at the heart of Facebook and one of our focus areas this year is to tell the exciting story of a service that is deeply embedded in the fabric of India. While at the company level we remain focussed on building trust, we want to showcase the many ways that Facebook is intertwined in the lives of Indians – from connecting with loved ones, to growing businesses and supporting local communities, to finding ways to come together to learn and share and celebrate. I could not be more excited that we are telling our story – it is a story that is lived by people across the country every day.”
The campaign for India has been conceptualized and executed by Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network (DAN) India. It will have multiple campaigns going on air, across India, over the next few weeks, in 8 languages. This is a 360 degree campaign that will span mediums like Digital, Out of Home, Radio & Cinema. In the words of Agnello Dias, Co-Founder, Taproot Dentsu and Creative Chairperson, Dentsu Aegis Network India, says, “Taproot Dentsu is delighted to develop such an important campaign for one of the most loved services in the country. The world of Facebook represents a canvas of connections that’s huge, vibrant and full of serendipitous outcomes and surprises. To celebrate all users and to inspire more of them to benefit from the power of connections, our creative team led by Pallavi Chakravarti, wrote stories with all these unexpected, wonderful outcomes, which are inspired by real people and their real journeys.”
The first TVC is directed by Shimit Amin, of Chak De! fame, and aired on Saturday, February 29th. It is themed around Holi and it personifies the ‘More Together’ campaign, as it shows young people across geographies sharing the festive spirit, using the power of their connections built on the Facebook app. Shimit Amin spoke about the TVC set in the context of Holi, “I think there was this wonderful opportunity to resonate culturally. And that was incredibly motivating to do the best we could do. It really pushed us naturally without feeling like a chore. There was something really organic about it. And I think that shows. The feelings are genuine. And emotionally, it unexpectedly takes you to high not felt before.”
The out-of-home ads have been created by Bharat Sikka and feature people like Sanjyot Keer from Your Food Lab, Kamiya Jani from Curly Tales, Madhura Bachal from Madhuras Recipe, Paula McGlynn and Sarang Sathaye from BhaDiPa, Chhavi Mittal and Mohit Hussein from SIT, Varun Pruthi and Maithili Thakur, who leveraged the power of Facebook to fuel their aspirations.
This campaign was preceded by the updated branding for the Facebook company that was announced in November 2019. It introduced a new company logo to further distinguish the Facebook company from the Facebook app. The company also recently announced the appointment of Avinash Pant as the Marketing Director for India operations, to drive the consumer marketing efforts across the family of apps.