Facebook has rolled out a campaign that spotlights the social media platform's ability to enrich the lives of its users through people-powered communities.

Conceptualised by Fundamental, the campaign comprises four films. The narratives are built around four young protagonists who find other like-minded people on Facebook and end up nurturing and deepening their interests, with delightful outcomes. Their passions 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 we think about it: With engaging storytelling and a focus on meaningful interactions, it effectively underscores the platform's enduring value in connecting like-minded individuals.

Vyom Prashant, director, consumer marketing, Meta, said, "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."

Neeraj Kanitkar, co-founder and executive creative director, 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."

The campaign will be rolled out across digital channels and cinemas pan India.

CREDITS:

Client: Facebook

Agency: Fundamental

Director: Shachi Malhotra

Production: Emotion Pictures

Music composer: Rahul Pais