Building on the success of the top social campaigns on its platform, Twitter has launched its first consumer marketing campaign to speaks directly to young Indians reminding them of their aspirational power to make the world a better place for everyone.
The campaign 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.
The platform has successfully hosted movements like #MeToo India and #ChennaiFloods in the past.
The narrative of the new campaign revolves around its power of the collective to create conversations and spark movements, saying, “No Tweet is too small when #WeTweet together.”
“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 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,” Manish Maheshwari, MD, Twitter India said.
According to Rajdeepak Das, MD India and chief creative officer, Leo Burnett, South Asia, Twitter is one of the best brands in the country and the ‘No Tweet is too small’ 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!,” Das added.
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 hash-tag born in a college hostel can snowball into a significant and important movement by young India.
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.