Taproot Dentsu India, the dentsu international-owned creative agency, has launched a second film as part of the agency’s ongoing ‘More Together’ campaign for Facebook. The film attempts to showcase the social-media platform’s “power of connections and communities” through a story in ‘Dhara’.
The story follows the life of Dhara, a passionate bibliophile who rescues books from being consigned to the bin and with the help of Facebook, finds “homes” for her the books she thus “rescues”. The film extends the theme of how people can do “more together” than alone.
Discussing the inspiration behind the campaign, Neeraj Kanitkar, Senior Creative Director, Taproot Dentsu, said, “This film is a sweet and simple demonstration of Facebook’s inherent power. Which is to supercharge the efforts of one person when the community gets behind it. It is quite rare to be in the advertising business without having some love for the written word. So when Gauri Burma — the most passionate book lover amongst us — came up with the idea, we knew we simply had to make it happen. We hope that it inspires people to consider using Facebook to give a new lease of life to old, forgotten and about-to-be-turned-into-pulp books.”
The first ad film in the series talks about ‘Rinchen’, a female football coach in Ladakh, who shares her players’ videos on Facebook. The film shows how the power of connections not only creates a fan following for her team but also drives her and the team’s career forward.
Taproot Dentsu Agency Credits
Co-Founder, Taproot Dentsu and Creative Chairperson India, dentsu: Agnello Dias
Co-Founder and Chief Creative Officer: Santosh Padhi
Chief Executive Officer: Umesh Shrikhande
Executive Creative Director: Pallavi Chakravarti
EVP & Head of Office: Ayesha Ghosh
EVP & Head of Strategic Planning: Shashank Lanjekar
Senior Creative Director: Neeraj Kanitkar
Group Head (Copy): Gauri Burma
Group Head (Art): Rutul Mistry
Creative Supervisor (Art): Sushant Kadam
Visualizer: Sujay Kamble
Vice President, Strategic Planning: Pearl Vas
Senior Account Planner: Kanupriya Mahajan
Senior Account Planner: Nishita Vazarkar
Vice President, Account Management: Amit Murthy
Account Supervisor: Fiona Maben
Account Supervisor: Ana Iman
Film Credits
Production House: Lens Flare Films Production
Director: Sachin Kotre
Executive Producer: Naveed Khan
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