Instagram celebrates being a WIP

Instagram - We Are in The Making

Being ‘Instagram perfect’ is a real fear that stops young creators from expressing themselves on Instagram. So, to launch Instagram Reels in India, we challenged perfection on the platform with a campaign that celebrated being a work-in-progress. And inspired young creators intimidated by perfection to embrace being in the making, one reel at a time.

The campaign resonated with young audiences and drove up consideration for Instagram Reels. It was one of the largest hyper-customized Instagram campaigns in the world and served as a blueprint for other geographies with similar complexities.