Twitter’s first consumer campaign in India acknowledges the power of the collective to spark movements and create conversations.
In its first consumer marketing campaign in India titled #WeTweet, Twitter is acknowledging the power of collective to create conversations and spark movements, saying, “No Tweet is too small when #WeTweet together.”
Over the last several years, important movements like #MeTooIndia, #ChennaiFloods, and others have been born on Twitter, and so Twitter’s first consumer marketing campaign speaks directly to young Indians reminding them of their aspirational power to make the world a better place for everyone.
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 hashtag born in a college hostel can snowball into a significant and important movement by young India. The 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.
Manish Maheshwari, Twitter India’s MD said, “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. 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.”
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.
Speaking about the campaign Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett, South Asia said, “Twitter is one of the best brands in the country and the No Tweet is too small when we Tweet together 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!