In its first consumer marketing campaign in India #WeTweet, Twitter has paid tribute to the power of a hashtag and the influence of the collective to create conversations and spark movements. Conceptualised and created by Leo Burnett India, the campaign tells consumers that “no tweet is too small when #wetweet together.” Showcasing examples of Twitter conversations that resulted in movements like #MeToo and #KeralaFloods, the campaign speaks to young Indians to remind them of the power they wield to make the world a better place for everyone. At a time when political, religious and other differences have led to sharply divided opinions on social media platforms, the brand’s campaign is a reminder of the positives of the medium. Twitter’s 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 a tribute to all the real movements that have taken place on Twitter in India. The campaign will be across TV, Digital and OOH platforms. It will also be supported by on-ground activations in colleges across cities in India for upto eight weeks, with a special focus on the Delhi, Mumbai and Bengaluru.
Explaining the insight behind the campaign, 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. Over the years, Indian millennials have shown us this power through the many social movements born on the platform. 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.”
Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett, South Asia added, “Twitter is one of the best brands in the country and this campaign reflects the magnitude of the brand by showing how a small initiative on Twitter can lead to 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!”