iWorld
Facebook launches another phase of More Together campaign
NEW DELHI: Facebook has launched the next phase of its ‘More Together’ campaign in India ahead of the much-awaited cricket and festive season. The campaign underlines the brand belief that people can do more together than alone.
Facebook unveiled its first ‘More Together’ campaign in India earlier this year with an objective to showcase how people across the country can do more together by harnessing the power of their connections on the platform. The underlying theme of the campaign was further amplified by real stories about how people came together on Facebook during the lockdown to help and support one another which was reflected in the second phase of the campaign. As we move closer to the widely celebrated cricket and festive season in the country, the latest phase showcases the power of connections and people coming together to help, support and celebrate with each other.
Speaking about the campaign, Facebook India director-marketing Avinash Pant said, "Over the last few months we have witnessed really powerful stories of how people came together through our platforms to face and conquer challenges during these unprecedented times. Our last two phases of the More Together campaign were a testament to this collective power. As we head into the festive season that's set to be unique this year, we wanted to highlight how our collective actions can create beautiful outcomes. We hope people are inspired by these stories, and see a world made better when they come together".
The campaign will have four 30 second films over the course of the tournament and will be available in 6 languages. The first film showcases a girl making a post on Facebook expressing her desire to bring the cheerful atmosphere of a live cricket match into her house. This gets all her friends enthused and the excitement spreads. And just like that, we see a jersey manufacturer getting a big order.
The core campaign has been conceptualized and executed by Taproot Dentsu, the creative agency from the house of Dentsu Aegis Network (DAN) India.
Talking about the inspiration behind the campaign Taproot Dentsu senior creative director Neeraj Kanitkar explains, “Our previous campaign told stories of people using Facebook to really look after each other. The upcoming cricket season presented us an opportunity to tell new stories- of the profound power of small but collective actions on Facebook which could lead to a deep and meaningful change in the lives of so many. We will keep rolling out such stories through the duration of the tournament, serving as an inspiration to people to keep sharing their ideas on the platform. And hopefully set in motion the wonderful consequences of people coming together.”
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YRF to invest Rs 150 crore in micro-drama slate and D2C app as per sources
Rs 150 crore bet on mobile-first content and owned digital distribution play.
MUMBAI: Big stories, smaller screens and a sizeable cheque to match. Yash Raj Films is reportedly committing Rs 150 crore to build a micro-drama content slate alongside a direct-to-consumer app, signalling a clear pivot towards mobile-first storytelling and owned digital distribution. The investment will be split between producing short-format content and developing a proprietary platform to host it, marking a shift away from traditional release models towards direct audience engagement.
The initiative as per sources is expected to be led by chief executive officer Akshaye Widhani, who previously backed Saiyaara, described as the studio’s most profitable film to date. As part of the expansion, Saugata Mukherjee has come on board to steer creative development across films, streaming projects, and the new micro-drama vertical.
Mukherjee brings experience from SonyLiv, where he helped shape premium, narrative-led originals that cut through an increasingly crowded streaming landscape. His appointment underlines YRF’s intent to build a differentiated content pipeline as it enters a format still finding its creative and commercial footing in India.
The move also reflects a broader industry shift. Micro-dramas are emerging within a fast-evolving interactive media ecosystem that spans audio platforms, social discovery formats, and niche genres such as devotional and astrology-led content. As consumption habits tilt further towards mobile, snackable storytelling is gaining ground both as a creative format and a monetisation play.
On the revenue front, digital payments remain central to this ecosystem. Around 71 per cent of users are said to rely on UPI autopay for subscriptions, underscoring the importance of seamless, recurring payment infrastructure as platforms scale.
The stakes are rising. The wider interactive media segment is projected to grow into a $3.1–3.4 billion market by FY30, with micro-dramas expected to be among the fastest-growing categories, outpacing traditional short-form video.
For YRF, the bet is clear, in a world of shrinking attention spans, the next blockbuster might just be bite-sized.
