Facebook's second ‘More Together’ TVC depicts a girl who rescues books

As part of the latest phase of its marketing campaign – ‘More Together’ – Facebook has launched its second TVC today. The TVC features Dhara, a resilient girl who loves books, and ‘rescues’ them from becoming trash. Using Facebook, she collects old books from people and finds new homes for them. However, this passion for books leads to her house being overrun with them, till one day, someone on Facebook offers her their old tempo. This sparks an idea – Dhara now sets off with her mobile library every Sunday, bringing books to many more readers. 

The latest phase of its ‘More Together’ campaign marks the first anniversary of Facebook’s consumer marketing journey in India and is focused on showcasing the underlying belief that people can do more together than alone.

The 360-degree campaign has been conceptualised and executed by Taproot Dentsu and Dentsu Webchutney and will go live in multiple languages across TV, digital, print, radio and OOH.

As part of the campaign, Facebook will leverage the power of its platform extensively to bring these inspirational stories to life, including a digital campaign, #FBPePoocho, highlighting how people can get support and solutions by reaching out to their connections on Facebook.

The first TVC narrates the story of Ladakh-based female football coach Rinchen.

Another ad film, Pooja Didi, launched as part of the Facebook ‘More Together’ campaign touched people’s hearts during the pandemic period. The ad film addressed the issue of people losing jobs due to the pandemic ad lockdown disruptions. Pooja, a young owner of a small milk centre in Amritsar, decides to provide employment to as many people who have been rendered jobless. Her noble efforts reach people through a Facebook video and brings customers to her shop in droves to help her out.

Agency Credits

Co-Founder, Taproot Dentsu and Creative Chairperson, Dentsu Aegis Network India: Agnello Dias

Co-Founder and Chief Creative Officer: Santosh Padhi

Chief Executive Officer: Umesh Shrikhande

Executive Creative Director: Pallavi Chakravarti

EVP & Head of Office: Ayesha Ghosh

EVP & Head of Strategic Planning: Shashank Lanjekar

Senior Creative Director: Neeraj Kanitkar

Group Head (Copy): Gauri Burma

Group Head (Art): Rutul Mistry

Creative Supervisor (Art): Sushant Kadam

Visualizer: Sujay Kamble

Vice President, Strategic Planning: Pearl Vas

Senior Account Planner: Kanupriya Mahajan

Senior Account Planner: Nishita Vazarkar

Vice President, Account Management: Amit Murthy

Account Supervisor: Fiona Maben

Account Supervisor: Ana Iman

Dentsu Webchutney Agency Credits

Senior Creative Director: Manish Thanvi

Senior Creative Director: Chaitanya Joshi

Associate Creative Director: Sonia Gupta

Associate Creative Director: Aabhaas Shreshtha

Vice President, Account Management: GD Prasad

Senior Account Director: Amol Bariya-Sousa

Senior Account Manager: Tasha Dsilva

Associate Account Manager: Aashna Gandotra

Film Credits

Production House: Lens Flare Films Production

Director: Sachin Kotre

Executive Producer: Naveed Khan