Facebook - South asian audience campaign
Rattling Stick
Authentically representing South Asia
Facebook’s goal was to create a four-ad campaign exclusively for India, reflecting the country’s rich cultural diversity. Helmed by Rattling Stick as the production house and Wieden+Kennedy Amsterdam as the agency, the project was directed by Sarah Dunlop, a British filmmaker renowned for her cinematic realism. Narratives in both Hindi and English captured shared moments and cultural connections, ensuring the campaign resonated deeply with Indian audiences.
Capturing the spirit of India
Authenticity was at the heart of the campaign. We meticulously cast actors to reflect India’s diversity and recreated iconic cityscapes in Mumbai to evoke emotional connections. Working closely with Sarah, we ensured the casting, locations, and visuals aligned seamlessly with the campaign’s goals, crafting a culturally resonant narrative.
Sustainable production and regional impact
Prioritizing sustainable practices, we minimized waste and efficiently utilized resources during production. The four commercials successfully connected with Indian audiences, showcasing Facebook’s commitment to cultural authenticity and inclusivity.
A lasting impact
This campaign became a milestone in culturally sensitive storytelling, blending authentic casting, intricate design, and collaborative creativity, setting a benchmark for narratives celebrating India’s diversity.
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