India – Facebook in India has launched the second film ‘Dhara’ as part of the platform’s ongoing ‘More Together’ campaign series, done in collaboration with dentsu international’s creative agency Taproot Dentsu India.
The ‘More Together’ campaign intends to celebrate the first anniversary of Facebook’s consumer marketing journey in the country. The campaign series showcases the platform’s power of connections and communities through inspirational stories.
The previously released film focuses on the life of ‘Richen’, a female football coach in Ladakh – a region in northern India, who shares her players’ videos on the social media platform. It highlights how the power of connections not only creates a fan-following for her team but also drives her and the team’s career forward.
The sequel, meanwhile, focuses on the life of Dhara, a book lover who rescues books from being consigned to the bin and that with the help of Facebook, finds homes for many of her rescued books.
The story continues to explain how people can do more together and that there are endless possibilities one can achieve through the power of Facebook.
According to Neeraj Kanitkar, senior creative director of Taproot Dentsu, the film is a sweet and simple demonstration of Facebook’s inherent power which is to supercharge the efforts of one person when the community gets behind it.
“It is quite rare to be in the advertising business without having some love for the written word. So when Gauri Burma – the most passionate book lover amongst us – came up with the idea, we knew we simply had to make it happen. We hope that it inspires people to consider using Facebook to give a new lease of life to old, forgotten, and about-to-be-turned-into-pulp books,” said Kanitkar.