24 hours ahead of the start of the rescheduled IPL 2020, which began on 19 September 2020 in the UAE, Facebook launched a new campaign in India extending its ‘More Together’ brand platform through a series of films being rolled out for this season’s Indian Premier League.
Conceptualised by agency Taproot Dentsu, the campaign is built around a set of four 30-second films and the first spot debuted on TV on 18 September.
The first commercial features a young woman posting on Facebook that she wants to bring a stadium like atmosphere into Indian homes during the tournament.
This gets all her friends excited and they all order team jerseys.
“Our previous campaign told stories of people using Facebook to really look after each other. The upcoming cricket season presented us an opportunity to tell new stories – of the profound power of small but collective actions on Facebook which could lead to a deep and meaningful change in the lives of so many,” said Senior Creative Director Taproot Dentsu Neeraj Kanitkar. “We will keep rolling out such stories through the duration of the tournament, serving as an inspiration to people to keep sharing their ideas on the platform. And hopefully set in motion the wonderful consequences of people coming together.”
Avinash Pant, Facebook’s Director Of Marketing in India, added: “Over the last few months we have witnessed really powerful stories of how people came together through our platforms to face and conquer challenges during these unprecedented times. Our last two phases of the ‘more together’ campaign were a testament to this collective power. As we head into the festive season that’s set to be unique this year, we wanted to highlight how our collective actions can create beautiful outcomes. We hope people are inspired by these stories, and see a world made better when they come together.”
The campaign was created for Facebook by a team at agency Taproot Dentsu which included Founder Agnello Dias, Chief Creative Officer Santosh Padhi, CEO Umesh Shrikhande, Executive Creative Director Pallavi Chakravarti, General Manager Ayesha Ghosh, Head of Strategic Planning Shashank Lanjekar, Senior Creative Director Neeraj Kanitkar, Group Head (Copy) Gauri Burma, Account Supervisors Fiona Maben and Ana Iman, Account Director Hemant Joshi and Associate VP Radhika Sabherwal.
The production house was Chalk and Cheese Films with Director Achowe, Executive Producers Neil Chowdhury and Zico Maitra, Producer Aastha Singh, Associate Producer Harshit, DOP Pankaj Kumar, Editor Manas Mittal and Stylist Aasia Abbas, with music by Abhishek Arora and Casting Director Sumit.
Links:
Facebook App
https://www.youtube.com/c/facebookapp
https://www.facebook.com/facebookapp
Taproot Dentsu
https://dentsuaegisnetwork.in/taprootdentsu.php
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