As part of the latest phase of its marketing campaign - ‘More Together’, Facebook has launched its second TVC.
The TVC features Dhara, a resilient girl who loves books, and ‘rescues’ them from becoming trash. Using Facebook, she collects old books from people and finds new homes for them. However, this passion for books leads to her house being overrun with them, till one day, someone on Facebook offers her their old tempo. This sparks an idea - Dhara now sets off with her mobile library every Sunday, bringing books to many more readers.
The latest phase of its ‘More Together’ campaign marks the first anniversary of Facebook’s consumer marketing journey in India and is focused on showcasing the underlying belief that people can do more together than alone.
The 360-degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH. As part of the campaign, Facebook will leverage the power of its platform extensively to bring these inspirational stories to life including a digital campaign #FBPePoocho highlighting how people can get support and solutions by reaching out to their connections on Facebook.
Speaking about the campaign, Avinash Pant, Director - Marketing, Facebook India, said, “Facebook is deeply entrenched in the cultural fabric of India. Everyday we see different ways in which people across the country come together on our platform to create meaningful connections, fuel discovery, and help and support one another. This ability to connect and share with the world can lead to endless possibilities, and we feel humbled with the stories where our family of apps have provided this value to the people. Our consumer marketing journey over the past year has been focused on showcasing these diverse stories with the underlying belief that people can do more together than alone, and we continue to rally behind it.”
Talking about the inspiration behind the campaign Pallavi Chakravarti, Executive Creative Director, Taproot Dentsu, explained, “People want to be more, experience more, inspire more, help more, relax more, shine more - it’s in our DNA, this need to do more for ourselves and indeed for the world we live in. Facebook is a means to that end - a place where people come together resulting in delightful, sometimes entirely unexpected outcomes. This campaign will capture many such stories and trace the trajectories of people like you and me, who shared something with the world and got so much more back in return.”
Elaborating on the digital and social media approach to the campaign, GD Prasad, Vice-President, Dentsu Webchutney, said, “On Facebook, everyone is just a conversation or comment away from unlocking the potential of achieving more together. With #FBpePoocho, we are celebrating the power of community. Our aim is to encourage people to activate their network, and in the process, help themselves and others grow. We've done this through interesting, everyday stories of people who've come together through the platform to realise impactful, incredible outcomes.”