Ad Campaigns
Facebook launches first high-decibel marketing campaign in India
DELHI: India alone accounts for 11 per cent of Facebook’s global user-base, making it the biggest for the social media platform. The country, with its growing internet penetration and smartphone market provides ample opportunities for the platform to grow and therefore, it is not leaving any stone unturned to tap the space.
After updating the branding of the Facebook company in November 2019 and annoucing the appointment of Avinash Pant as the marketing director for India operations, Facebook has released its first high-decibel campaign ‘More Together’ in India, making the country the first Asia-Pacific region to witness its roll-out.
“Consumer marketing is a new strategic area of focus for Facebook and is part of the company’s priority of transparently communicating the role its services play in the world. ‘More Together’ is the marketing campaign for the Facebook App, to share stories that celebrate and highlight the power of connections. It is built on the core belief that people can do more together, than alone," shared Facebook in a press release.
Facebook India VP and MD Ajit Mohan noted that India is at the heart of Facebook. He insisted that the brand wants to tell stories of its services that are deeply embedded in the fabric of India. “While at the company level we remain focussed on building trust, we want to showcase the many ways that Facebook is intertwined in the lives of Indians – from connecting with loved ones, to growing businesses and supporting local communities, to finding ways to come together to learn and share and celebrate.”
The first film of the campaign, themed around the upcoming festival of Holi, has been catching the fancy of the media veterans.
Praising the campaign, Harish Bijoor Consults Inc founder Harish Bijoor said, “Brands need to keep reminding their users that they are culturally in sync and in connect. Facebook is doing just that with this piece of communication. It is a format of pure goodwill communication at play. It seeks nothing but goodwill.”
Samsika Marketing Consultants founder chairman and managing director Jagdeep Kapoor told Indiantelevision.com, “It is a vibrant campaign, taking the brand, Facebook, at a higher emotional level, far and wide and deepening friendship beyond boundaries, which keeping the Indianness intact, in this case through Holi.”
Kapoor feels that the campaign will take the brand reach wider and deeper. He stated that the timing is perfect to launch such campaign which is topical and relatable.
The multi-channel campaign has been conceptualised by Taproot Dentsu and will have multiple campaigns going on-air over the next few weeks, in eight languages.
Dentsu Aegis Network creative chairperson and Taproot Dentsu co-founder Agnello Dias taking delight in developing the campaign said, “The world of Facebook represents a canvas of connections that’s huge, vibrant and full of serendipitous outcomes and surprises. To celebrate all users and to inspire more of them to benefit from the power of connections, our creative team led by Pallavi Chakravarti, wrote stories with all these unexpected, wonderful outcomes, which are inspired by real people and their real journeys.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
