Facebook launches multi-lingual ‘More Together’ advert campaign in India

In India, as many as 328 million users access Facebook every month (Reuters)NEW DELHI: In the fourteenth year of its existence in India, its biggest market in terms of user base, Facebook has launched its first high-decibel advertising campaign ‘More Together’.

The objective is to showcase how people across the country can do more together by harnessing the power of their connections on the platform.

India, where as many as 328 million users access Facebook every month, is the first country in the Asia Pacific region where such a campaign is being rolled out.

Ajit Mohan, vice-president and managing director, Facebook India said the campaign is not an effort to woo new young users who might be spending more time on other platforms such as Instagram or Tik Tok.

“The growth and engagement in India continues to be exciting for us. The millennial, Gen Z and middle aged users all are using Facebook. We can see the vector of growth because we have family of apps there's a different proposition for each app including Instagram and WhatsApp. This marketing effort is not about trying to find new users in certain segments. We think it is an opportunity to tell our own story and that's the gap this campaign will fill. We will show various ways the Facebook app is being used in the country today through this campaign," he said.

Created by advertising agency Taproot Dentsu,

the first television spot 

has been directed by Shimit Amin, of Chak De! Fame, and aired on 29 February. The television spot is themed around Holi and it personifies the ‘More Together’ campaign, as it shows young people across geographies sharing the festive spirit, using the power of their connections built on the Facebook app.

The series of campaigns will air across television over the next few weeks, in eight languages. The integrated will also be promoted across digital, out of home, radio and cinema.

Agnello Dias, co-founder, Taproot Dentsu and creative chairperson, Dentsu Aegis Network India, said, “The world of Facebook represents a canvas of connections that’s huge, vibrant and full of serendipitous outcomes and surprises. To celebrate all users and to inspire more of them to benefit from the power of connections, our creative team led by Pallavi Chakravarti, wrote stories with all these unexpected, wonderful outcomes, which are inspired by real people and their real 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.

This campaign was preceded by the updated branding for the Facebook company that was announced in November 2019. It introduced a new company logo to further distinguish the Facebook company from the Facebook app.

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