Facebook has launched a campaign titled ‘more together’, to show how people across can use the power of their connections on the platform.
Conceptualised by Taproot Dentsu, the campaign has kicked off with a TVC ahead of Holi. It shows how a man living in Romania gets to celebrate the festival of Holi thanks to an initiative of his friends in India. They use Facebook to connect with his friends and get them to surprise him outside his work place.
Ajit Mohan, VP and managing director, Facebook India, said, “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.”
Agnello Dias, co-founder, Taproot Dentsu and creative chairperson, Dentsu Aegis Network India, said, “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 film went on air on 29 February.
Creative agency: Taproot Dentsu
Co-founder, Taproot Dentsu and creative chairperson, Dentsu Aegis Network India: Agnello Dias
Co-founder and CCO: Santosh Padhi
Chief executive officer: Umesh Shrikhande
Executive creative director: Pallavi ChakravartiGeneral manager: Ayesha Ghosh
Head of strategic planning: Shashank Lanjekar
Copy supervisor: Gauri Burma
Creative director (art): Durvesh Gaikar
Senior art director: Sushant Kadam
Art director: Sujay Kamble
VP, strategic planning: Pearl Vas
Account planner: Nishita Vazarkar
Account supervisors: Fiona Maben and Ana Iman
Head of business: Radhika Sabherwal
Senior creative director: Neeraj Kanitkar
Production house: Ransom Film
Director: Shimit Amin
DOP: Zak Mulligan
Executive producers: Suhana Sharma and Salil Khurana