Facebook: Launching Our First Cross-App Brand Campaign in India

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Facebook: Launching Our First Cross-App Brand Campaign in India

Last year, we introduced a new company name, Meta, bringing together our apps and technologies under one brand. Our focus is bringing the metaverse to life and helping people connect, find communities and grow businesses. But our mission remains the same, which is to give people the power to build community and bring the world closer together. 

To highlight how we’re doing that, we’ve released a new consumer marketing campaign, called ‘Where Can’t We Go Together’. This is the first time where we are collectively highlighting the value of our apps through our films in India. 

We’ll share glimpses of stories from India, where young people in particular are following their passions and leveraging their entrepreneurial zeal in pursuing ideas that move them forward. The stories will highlight how these happen across our apps today, and could potentially happen in the future as well.

“At Meta, our marketing strategy has always been to take inspiration from real people and the way they use our platforms, and share it more widely. On Instagram and Facebook, we know the deep impact that Reels is having on people’s lives today, So is AR, in unlocking creativity, spurring trends and providing experiences. Our films try to capture unique stories involving these insights, and more, and in the process highlight how Meta is invested in helping people communicate and express themselves freely.”

Avinash Pant, Director of Marketing, Facebook India (Meta)



The campaign is our new brand platform, and will be promoted on Facebook and Instagram, in addition to off-platform channels. The campaign will have four  creatives that will go live in a phased manner across two months. The creatives have been conceptualized by DDB Mudra

Whoever it is that we are, whatever it is that we love, the power of the collective only makes us better, stronger, more successful and happier. Exploring the power of people who come together to push each other forward is what our first campaign for Meta is about. The campaign draws from the distinct individual narratives of the three apps and hopes to leave viewers with an optimism-infused belief: ‘Where can’t we go together?’ Words which bring to life Meta’s conviction of what today is and also what tomorrow will be.

Pallavi Chakravarti, Creative head, DDB Mudra West



Separate from the current ad films, the campaign will include more films, activations and branded content partnerships with partners to build more understanding and excitement for the metaverse.