Days after Instgram turns 10, the instant photo-and-video-sharing app has now launched its first consumer marketing campaign in India called ‘Do Your Thing’. This campaign aims to celebrate the creators and their creativity that manifests on its newest video format, Reels. It will showcase across mediums during the IPL.
For those who wondering what Reels is? Well, it’s Instagram’s new video surface that gives anyone the ability to create short form, edited videos. It’s being used by people across the country, many of whom have become creators with a national following, to entertain their audience.
“Creators inspire us with how they push culture forward, creating trends that become mainstream. This is happening with Reels in India and for this reason, we’re betting big on it. Reels was born out of the idea that there’s a creator in each of us, and we’re excited to see the Indian community across genres, and big and small cities use it. This campaign, timed during IPL, which is a sporting and cultural moment, is meant to entertain, inspire and invite everyone in India to come together and ‘Do Your Thing’,” said Ajit Mohan, Managing Director and Vice President, Facebook India.
According to Instagram, “ Now, the consumer campaign takes this further, by saluting the creator in everyone. Through a series of 15-second ads, the campaign showcases all of the AR, music and editing features that allow creators to bring alive their imagination. It is designed to give the audience a flavour of the kind of entertaining content, and the variety of interests they can explore, like dance, comedy, music, fashion, food, and a whole lot more.”
Instagram has further stated that the creatives have been created in collaboration with Ogilvy. Stating that everyone is a creator in today’s time, Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Instagram is a platform that encourages creative expression and has always given everyday people a voice. With Reels, Instagram is democratizing creativity, and we’re trying to communicate this with the new campaign. The creatives are short, fun, surprising and very entertaining. They’ve been shot as Reels, and the storyline is inspired by the content from popular creators.”
The first set of ads went on air on October 18th during the IPL and will include 4 films. Instagram further added that content from IPL 2020 is appearing prominently on Reels, be it from the teams, players or fans, showing practice sessions and fun moments.
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