Instagram has rolled out its first consumer marketing campaign in India to push short-video format Reels.
Titled ‘Do Your Thing’, the campaign consists of four films that have been conceptualised by Ogilvy. The films show music and editing features that allow creators to use their imagination and create entertaining videos.
Ajit Mohan, managing director and vice president, Facebook India, said, “Creators inspire us with how they push culture forward, creating trends that become mainstream. This is happening with Reels in India and for this reason, we’re betting big on it. Reels was born out of the idea that there's a creator in each of us, and we're excited to see the Indian community across genres, and big and small cities use it. This campaign, timed during IPL, which is a sporting and cultural moment, is meant to entertain, inspire and invite everyone in India to come together and 'Do Your Thing'.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “Today, everyone is a creator. Instagram is a platform that encourages creative expression and has always given everyday people a voice. With Reels, Instagram is democratising creativity, and we’re trying to communicate this with the new campaign. The creatives are short, fun, surprising and very entertaining. They’ve been shot as Reels, and the storyline is inspired by the content from popular creators.”
The first films went on-air on 18 October during the IPL.