Facebook is promoting its Groups and communities in India with a campaign that shows how the platform helps individual Indians in pursuing their passions.
Four videos profile people who don't necessarily fit neatly into steretypes--for instance Neha, seen here, a feminist doctor who teams sneakers with her saris and likes watching boxing. There's also Sundeep, better known as Sandy, a sushi-loving record collector who invites friends to a monthly dance party in his "man-cave."
Rolling out nationally across outdoor, TV, print, online and cinema, the campaign aims to shine a light on people who are constantly looking for more ways to be better at their individual interest areas. The idea is to demonstrate that Facebook is the tool that has enabled them to do more of what they love.
The campaign was created by Wieden & Kennedy Amsterrdam, with the films directed by Sara Dunlop at Rattling Stick.
W&K Amsterdam creative directors Daniel Schaefer and Szymon Rose say in a statement: "There's a very palpable desire in India to resist being defined by the expectations of others. Today people in India choose to define themselves. Throughout this campaign, we celebrate the unique interests and multi-dimensional passions that make Indians who they are, and show how Facebook is a powerful tool for everyone's self-enrichment."