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With Meta, where can’t we go together?

Meta – Collective Progress

Facebook’s new identity in India emerged as Meta – the umbrella containing – WhatsApp, Facebook, and Instagram. While each of these apps were beloved in isolation, the ask was for them to be recognized as a family. Our task was to find synergies between these three individually-strong apps and elevate them into one unified brand that would drive what Indians connected with the most – collective progress.

‘Where can’t we go together with Meta?’ highlights how its apps enable social connections and help people progress in life. It drove positive conversations, engaged people to share the content, and built positive sentiment for Meta as a family of apps, not each member in isolation.

In our other work for Meta, the ‘We Are in The Making’ campaign for Instagram played a pivotal role in the platform’s launch in India. It became one of the largest hyper-customized Instagram campaigns in the world and served as a blueprint for other geographies with similar complexities.

Jooti

Weaving together the richness of Indian culture and the national sentiment of progress, we showcased the individual powers of Instagram, WhatsApp, and Facebook into the collective strength of the Meta family. All through contexts that were both familiar and exclusive to India.

 

The film used the backdrop of a fading tradition in art – hand-painted shoes (Jooti) – to show how with some luck, the magic of talent and just a little support, the biggest dreams can come alive. Because collective effort is the most effective way to turn passion into progress – with a little help from Meta.

Mallakhamb

Weaving together the richness of Indian culture and the national sentiment of progress, we showcased the individual powers of Instagram, WhatsApp, and Facebook into the collective strength of the Meta family. All through contexts that were both familiar and exclusive to India.

 

The film used the backdrop of a fading martial arts form – Mallakhamb – to show how with some luck, the magic of talent and just a little support, the biggest dreams can come alive. Because collective effort is the most effective way to turn passion into progress – with a little help from Meta.

Yeh Kaunsa Fest Hai Bhai?

The long-form film, ‘Yeh Kaunsa Fest Hai Bhai?’, directed by Shoojit Sircar, highlighted the unknowing significance of Meta apps in empowering and bringing people together.

 

Set as a microcosm of the big Indian dream, this slice-of-life film is about a ragtag bunch of college students organising a college fest. The film showed a group of people with one goal in mind.

 

People who left no stone unturned and used the magic of connection to reach other like-minded individuals to bring their dream to life.