One of India’s popular independent ad agencies- Fundamental has conceptualised Facebook’s latest ad campaign which highlights the platform’s ability to enrich the lives of its users via people-powered communities.
And while the agency behind the campaign is Fundamental, the stills have been shot by Indrajit Rajhkhowa, films have been directed by Shachi Malhotra, produced by Emotion Pictures and the music composed by Rahul Pais.
Slated to run across Digital channels and Cinemas across the country, the campaign focuses on how people should get more into what they’re into because the agency believes that if one has any or many interests, Facebook is the platform that’ll make one fall even more in love with it.
For this ad campaign, the indi ad agency led by Pallavi Chakravarti, Nishant Saurabh and Anand Murty at the helm, has built the narratives around four young protagonists who find other like-minded folks on Facebook and end up nurturing and deepening their interests, with delightful outcomes.
While their passions, as shown in the films, vary from gardening to DIY coffee and from unusual topics like ghost stories to finding a niche even when it comes to something as popular as cricket, what makes their journeys all the better at the end is shared experiences and the collective wisdom of a world that truly gets them.
Link to Campaign films-
1. Facebook 2024 – Coffee
2. Facebook 2024 – Cricket
3. Facebook 2024 – Ghost Stories
4. Facebook 2024 – Flowers
Commenting on the ad campaign’s launch, Vyom Prashant, Director, Consumer Marketing at Meta, says, “Every day, people across India come to Facebook to create meaningful connections, fuel discovery, and nurture their interests. Their stories continue to inspire us, and this campaign is a celebration of this thriving community that is tapping into the power of people on Facebook to get more into what they are into.”
Speaking about the campaign, Neeraj Kanitkar, Co-Founder and ECD, Fundamental, said, “Facebook continues to have an enduring relationship with people even as its place in their lives has been constantly evolving. Starting from a place of connecting with friends and family, young people have started exploring Facebook as a platform to find like-minded people and have conversations around common interests, hobbies and passions.”
“This canvas of connections and communities works in wonderful and often surprising ways. It isn’t just about tips and tricks and information about specific things. But also about helping people evolve, belong, discover and be happier. This truth allowed us to tell sharp, warm and human stories. Even in relatively tight durations or through static images. Keerthi, Ronak, Shruti and Adi are composites of so many amazing young people out there who continue to make Facebook their own. We can’t wait to see where they take it next,” he added.
Credits-
Agency: Fundamental
Team: Gauri Burma, Pradnya Shirke, Jyoti Patil, Lyncia Noronha, Selva R Nader, Pallavi Chakravarti, Nishant Saurabh, Anand Murty, Neeraj Kanitkar
