Twitter launches first-ever consumer marketing campaign in India
In today’s interactive landscape, Twitter is a platform that is used to serve the public conversation, and is the best way to see what’s happening in India and to talk about it. In its first consumer marketing campaign in India titled #WeTweet, Twitter is acknowledging this power of the collective to create conversations and spark movements, saying, “No Tweet is too small when #WeTweet together.”
Over the last several years, important movements like #MeTooIndia, #ChennaiFloods and others have been born on Twitter, and so Twitter’s first consumer marketing campaign speaks directly to young Indians reminding them of their aspirational power to make the world a better place for everyone. Twitter believes in the transformative power of the youth, and nowhere is this truer than in India, where 54% of the population is under 25 (Government of Indian Census 2011).
Keeping in mind that the platform’s brevity sparks memes and humour as well, the campaign attempts to acknowledge this, showcasing a fictional story of how a simple hashtag born in a college hostel can snowball into a significant and important movement by young India. The commercial is set around a group of young Indians as they trace the story of a fictional #NoShowerDay movement on the platform, and ends with an homage to all the real movements that have taken place in India and on Twitter.
This is a 360 campaign which includes online and TV films, digital, OOH, as well as on-ground activations (interactive screens) in colleges, and will span 6-8 weeks across cities in India with a special focus on Delhi, Mumbai and Bengaluru.
Manish Maheshwari, Twitter India’s MD said, “Core to Twitter's live, public and conversational nature is the idea that, no matter who you are, we give people a voice to be heard. Over the years, Indian millennials have shown us this power through the many social movements born on the platform, with their public conversations creating big changes in colleges, communities, and even the country. Through #WeTweet, we want to emphasise how young people across the country can use Twitter to have their collective voice make a transformative impact on Indian society.”
Speaking about the campaign Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett, South Asia said, “Twitter is one of the best brands in the country and the No Tweet is too small when we Tweet together campaign, reflects the magnitude of the brand by showing how a small initiative on Twitter can lead to a movement. It truly reflects the power of the collective and exemplifies how individual uncertainty vs. collective optimism can rewrite the course of a movement. Be it a fun-led or a purpose-driven conversation, Twitter has turned into a platform for new age revolution for billions of Indians!
Creative Agency: Leo Burnett
CEO, Publicis Communication, South Asia: Saurabh Varma
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
Chief Operating Officer, West: Rakesh Hinduja
EVP & Business Head: Sanju Menon
Creative Director: Manasvi Abrol
Creative Team: Ayshwarya Sharma, Himanish Ashar, Tinna Rajput, Brijnandini Jadeja, Vinod Perumbidi, Srishti Bansal, Mayurakshi Banerjee, Prem Thomas, Ashish Sharma, Sahil Aditya,
Brand Services Director: Hemal Thakkar
Brand Service Associate: Rohan Mitra
Production Company: Equinox Films Pvt. Ltd.
Director: Ram Madhvani
Associate Producer: Rhea Prabhu
Music Director: Joell Mukherjii & Adnan Siddiqui