Earlier in March this year, social media giant Facebook launched a major consumer push in India, which was aimed at showing the country how its services bring together communities. Five months later, the company has released the next phase of this consumer marketing campaign, this time highlighting the power of connections during tough times.
Conceptualised and executed by Taproot Dentsu, the creative agency of Dentsu Aegis Network (DAN) India, the campaign comprises four ads that will be aired on TV and played across Facebook platforms over the next six weeks. The films are directed by Equinox Films.
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The campaign includes four 30 second films featuring young parents, grandparents, roommates and a doctor and depicts how they found support through their connections to help each other during the pandemic.
In a conversation with Brand Equity, Avinash Pant, director, marketing, Facebook India, says the films are based on the human insight that ‘people are each other’s best resources’. “The world has changed over the past few months and the latest phase of this campaign draws inspiration from how people leaned into the power of their connections through the platform to navigate these unprecedented times. The few stories we have chosen can be anyone’s story,” he adds.
Recently, the company also released a global brand campaign ‘It’s Between You’ for its messaging platform WhatsApp in India.
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