Meta has launched the “Where can’t we go together” campaign, which includes the digital film “Yeh Kaun Sa Fest Hai Bhai.”
Directed by Indian filmmaker Shoojit Sircar and conceptualized by DDB Mudra Group, the film showcases how Meta’s apps (Facebook, WhatsApp, and Instagram) help people and communities progress. It tells the story of a group of college students who have never organized a college festival before, but are determined to make it happen despite the challenges posed by the pandemic.
The film uses relatable characters and emotional storytelling to showcase the resilience of the human spirit during a difficult time in the lives of young people in India.
Speaking on the launch of the campaign, Director Shoojit Sircar said, “Certain moments of one’s youth remain as memories across a lifetime. Organizing a college festival with friends is one such experience and that is what resonated with me when I first read the script.
Pallavi Chakravarti and Neeraj Kanitkar; the creatives and I jammed on how we can capture that unfettered spirit of youth – an almost child-like belief in the ability to achieve anything, together – through this film.
While filming, my constant brief to the bunch of young and enthusiastic actors was to keep alive a strong, serious desire to make the festival a success despite all the ups and downs, and it is that youthful innocence that we have tried to encapsulate through this film. I am thankful that the team has decided to play the long version, which I believe captures in entirety the essence of the film.”
Elaborating on the concept, Pallavi Chakravarti, Creative Head – West, DDB Mudra Group said, “For the team working on this project it was above all, a trip down memory lane. We thought back to how organising college festivals and participating in them had been integral to our formative years – how it made us network, connect with people (sometimes for life), made leaders out of the most reticent among us and brought our talents to the fore. Imagine if we had been powered by social media back then…imagine what the same passion, the same ambition and the same curiosity could have led to, had Facebook, Instagram and WhatsApp been the wind beneath our wings. The result of this nostalgic journey is a classic underdog story that we hope will make you as happy as it did us.”
Campaign Credits:
Agency: DDB Mudra Group
Creative: Pallavi Chakravarti, Neeraj Kanitkar, Neha Shefali, Narendra Patil, Jyoti Patil
Business: Nishant Saurabh, Gargi Vegiraju, Nishant Venkatram, Rhea Talpade.
Strategy: Anand Murty, Sanchari Chakrabarty, Atreyi Nag.
Production House: Rising Sun films.
Director: Shoojit Sircar.
Creators: Gaurav Gambhir, Anumita Nadesan.
