Facebook launches new campaign 'More Together' in India

New Delhi: Social media company Facebook has launched a new consumer marketing campaign, called 'More Together', in India.Focused on the Facebook app, the campaign shares stories that highlight the power of connections on the platform, the company said. This is the first such campaign launched by Facebook in India, it said.Conceptualised and executed by Taproot Dentsu, the creative agency of Dentsu Aegis Network (DAN) India, the campaign comprises advertisements in eight languages to be aired across India over the next few weeks. This is a 360-degree campaign that will span mediums like digital, out of home, radio and cinema.“Over the last few years, in the absence of Facebook telling a story about itself, invariably that story has been written by others. And we are quite keen to change that. We are going to reach out to every part of the country. Our own family of apps will be at the heart of this campaign,” Facebook India managing director Ajit Mohan said.The company will ramp up investments on marketing and promotions in India this year and launch more such advertising campaigns for the family of apps, he said.The first television commercial under the campaign, directed by Shimit Amin of Chak De! Fame, went on air Saturday.Agnello Dias, a cofounder of Taproot Dentsu and the creative chairperson of Dentsu Aegis Network India, said the company’s creative team led by Pallavi Chakravarti wrote stories which were inspired by real people on the platform and their journeys.The out-of-home ads have been created by Bharat Sikka and feature people like Sanjyot Kheer from Your Food Lab, Kamiya Jani from Curly Tales, Madhura Bachal from Madhuras Recipe, Paula McGlynn and Sarang Sathaye from BhaDiPa, Chhavi Mittal and Mohit Hussein from SIT, Varun Pruthi and Maithili Thakur, who leveraged the power of Facebook to fuel their aspirations, Facebook said.The campaign was preceded by the updated branding for the Facebook company that was announced in November 2019. It introduced a new company logo to distinguish the company from the app.Facebook also recently announced the appointment of Avinash Pant as the marketing director for India to drive the consumer marketing efforts of its family of apps.

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