Background

Centered around India’s biggest cultural moment - Holi, the festival of colour - is when people all over India come together to celebrate the onset of spring. This holiday is sadly missed by those who are away from home and loved ones - being unable to physically come together with their friends and family.

Describe the creative idea

We wanted to create an experience that allowed people everywhere to come together to celebrate and share the joys of Holi on the Facebook app. So, we came up with the idea of developing an AR filter that virtually recreates the colourful togetherness of Holi. We love that the AR filter is accessible by all - no matter where you are in the world, you can experience getting splashed in colours and celebrate with the rest of India. Photos and videos featuring yourself enjoying the festivities of Holi could be exchanged directly with friends and family members.

Describe the strategy

For a consumer entering the internet today in India with a multitude of apps to choose from - Facebook has to compete with newer apps that are singular in purpose, simple to use, and provide tangible value with instant gratification. In this environment, even though the awareness of Facebook is high, its value is obscured, and we are not top of mind when it comes to actual usage. With the launch of this campaign, our goal was to: Get new-to-Facebook users to recognise the value of Facebook, and increase engagement on app by demonstrating that Facebook is bringing the world closer together.

Describe the execution

We worked hard to make multiple paint splash textures that were as close to the real thing as possible. By tapping your screen you could throw paint on yourself again and again - revealing different textures. The filter supported multiple faces, so it could be used with friends in person as well. The whole production was achieved in just a few days, to be able to go live by Holi 2020.

List the results

In total, our filter reached 29 million people, and with 32 million impressions.