Aakriti BansalMarketing Professional | Writer
The recent ad film by Facebook is incredible in its own way. While talking about the struggles faced by people during the pandemic, the ad successfully highlights how people have helped each other even in such odd times. And what better could have been the timing for this short film than Diwali itself.
The film starts with a young girl in Amritsar, concerned about the people who have lost their jobs during these devastating times. Determined to do her bit through her dairy shop, she hires 5 people with the blessings of her late father. What unfolds further in the film brings out a sense of belongingness, happiness and humanity. And something that is one of the best things that we have watched in a long time.
The film has already crossed more than 2 Crore views and is winning hearts of lakhs of Indians throughout. The tone of the film is emotional and has very strategically used common characters to create relatability. Highlighting Indian values like tradition and respect for elders, the film further ads an emotional quotient to the entire setting. It is quite long to be called an ad however, very obviously, seems like such ad films are making their way to the hearts of viewers.
What makes it even more unique is the fact that it is set up in Amritsar which goes a bit out of line from the traditional strategy of Facebook. Let us examine this in a bit detail. While Instagram covers the urban cities, Facebook now seems to be targeting the tier 2 and 3 cities to tap on to people who haven’t used Facebook first hand yet. It is in effect to the fact that for the first time, rural areas have 10% more internet users than urban. Also, the film very cleverly integrates functional benefits along with emotional ones.
The film has been put together by Facebook in collaboration with Amit Sharma, renowned ad filmmaker and Taproot Dentsu headed by Senior Creative Director, Neeraj Kanitkar. All we can say is that they have been successful in showcasing how people can do so much more together than divided. Clearly, the film is here to stay for many future generations to take inspiration from.
Watch the full ad film here:
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