POOJA DIDI

Short List
TitlePOOJA DIDI
BrandFACEBOOK
Product / ServiceFACEBOOK
CategoryD04. Brand / Product Video
EntrantTAPROOT DENTSU Mumbai, INDIA
Idea Creation TAPROOT DENTSU Mumbai, INDIA
Media Placement MINDSHARE Mumbai, INDIA
PR 20:20 MSL New Delhi, INDIA
Production CHROME PICTURES Mumbai, INDIA

Credits

Name Company Position
Santosh Padhi Taproot Dentsu Chief Creative Officer & Founder
Pallavi Chakravarti Taproot Dentsu Executive Creative Director
Neeraj Kanitkar Taproot Dentsu Senior Creative Director
Shashank Lanjekar Taproot Dentsu Head of Strategic Planning
Radhika Sabherwal Taproot Dentsu Associate Vice President
Hemant Joshi Taproot Dentsu Account Director
Ana Iman Taproot Dentsu Account Supervisor
Ayesha Ghosh Taproot Dentsu EVP & Head of Office
Amit Sharma Chrome Pictures Director
Tushar Kanti Ray Chrome Pictures Cinematographer
NAPOLEAN DANIEL AMANNA Chrome Pictures Film Producer
Shahnawaz Mosani Chrome Pictures Editor
Sidhant Mago & Mayank Mehra (Mikelal) - Chrome Pictures Music Composer
Sidhant Mago - -
Madhubanti Bagchi & Harshal Vyas - -
Chintoo Singh Wasir - -

Background

For Diwali – the festival of prosperity, in the kind of year that is 2020, we wanted to tell a story that captured the very essence of what so many amongst us have been doing. Which is, they’ve been coming together and selflessly going the extra mile to be there for others. Brief was to design a manifestation of the Facebook More Together campaign for the India’s biggest festival of prosperity – Diwali. A certain part of the country has almost grown up with how Facebook has evolved. But for the vast majority of our country who’ve been introduced to Facebook recently thanks to the data revolution, the power of Facebook remains to be experienced first-hand. We hope to keep inspiring those who are new-to-the-internet of the wonderful possibilities and power of Facebook.

Describe the strategy

There’s an age old Indian saying – Prosperity grows when you share it with others. This was especially prescient in a year like 2020 and served as our strategic plank. To tell a story of what a lot of people in India were doing, which is, they were coming together and selflessly going the extra mile to be there for others. Often by harnessing, the power of Facebook to amplify the good within us for the greater good.

Describe the execution

One of the challenges faced in making the film was the time constraints as the festival of Diwali cannot be pushed, and setting up the feeling of lockdown near the festive season. The opening sets up both the gravity & the largeness of what Pooja is trying to accomplish. She isn’t a mega-rich business owner. But she believes she can do some good, even if it means stretching herself and her resources that get much thinner and she goes all in. The story of the film spanned about 6 months and the production team had to recreate the atmosphere of the early days of March right up to the buzz of pre-Diwali days, all this keeping the strictest testing and safety protocols. Facebook has always believed in the power of people and connections at scale. That power, we continue to believe, can be leveraged for a variety of reasons.

List the results

Not only did it break the news cycle. It broke the internet in India. Drove 228K reshares (19x compared to typical video reshare per view),61M views of which 6M organic views on facebook. With 68.9M views of which 900k organic,25K reactions,84% of likes on Youtube. Earned 22M reach, celebrated by 27 media exposures across leading mainline & marketing media, global publications. Generating 544 million impressions. 122 million completed views. For around 900 million minutes of viewing. Across multiple video platforms. The ad was picked up by wide range of news channels. Positive social sentiment shot up during the campaign period

Links
Social Media URL   |   Video URL