Instagram has rolled out its consumer marketing campaign in India, titled ‘We Are In the Making’, to encourage the youngsters to express and explore their personal stories, on the platform. Conceptualised by DDB Mudra, the films showcase how users can take to the platform to express themselves to their fellow community.
The films depict how users from different walks of life can take to the medium to showcase their talent, blow off some steam or simply socialise, express their emotions or take viewers through the progress of their journeys in real-time.
Avinash Pant, director - marketing, Facebook India, said, “With Reels, we’ve seen the rise of a new cohort of short-form video creators who’ve discovered their interests and found their voice, and attained national popularity in the process. The new campaign from Instagram brings these local insights together, with our global platform, and celebrates the multi-dimensional generation. While the young continue to shape their identity, we wanted to highlight the power of self-discovery for them through relatable and inspirational stories. We hope the campaign encourages young Indians to express and shape themselves on Instagram.”
Pallavi Chakravarti, creative head, DDB Mudra West, said, “Experimentation is the name of the game. Or at least it was, an hour ago. That’s how quickly the world is changing in the Instaverse. A platform where a storm of creation is constantly brewing, self-expression is being permanently redefined and identities are being shaped and reshaped with every passing day. Nothing is set in stone here, it is culture-in-progress. To bring this reality to life through a campaign, we decided to keep it real. Hence the articulation: We Are In The Making.”
The campaign will run across TV, digital, OOH and experiential for 10 weeks.