One of the leading social networking sites Facebook has released their first set of TVC’s in India targeting solely Indian youngsters. Apart from TVC’s it is also advertising on billboards, newspapers and magazines to reach their target audience
The arrival of Facebook changed the scenario for social networking sites in India. Till then Orkut from Google was the favourite social networking application for the Indians. But later in the tough competition Orkut lost to Facebook and the former had to shut down in 2014 completely. Today, India is the largest user base for Facebook with over 241million users who mostly access the social network on their smartphones. The company also offers Facebook Lite, a lighter version of its app that can be accessed by users with low storage capacity and patchy internet.
Even when Facebook makes most of its revenue through advertisements in its own site, it is interesting to note that it is engaged in taking its brand further to people through consumer advertising in other medias such as TV, OOH and so. Considering the fact that Facebook already has 241 million users already in India, what could be the reason for it to still advertise?
Though consumer campaigns are not new for Facebook, this year it launched one solely for India and it is what making the news. You might have chanced upon the same between a movie break in your TV or in a commercial break of a cricket match or on an OOH in the city. So what could be behind this surprise campaign?
Market researchers globally notes that Facebook is losing the upper hand in social networking sites. Although, Instagram owned by Facebook itself shows a growth rate, the competitionis high with Snapchat, Tumblr all lining up as rivals. The reports also show that Facebook will see a drop in the usage in the age category 18-24. The drop could be around 5%. Among the other age groups which will see a drop are 12-17 and under-12. The report notes that it will be Snapchat which will gain more users under the age group of 18-24 followed by Instagram.
Live what you love
The Facebook Campaign to India is titled ‘Live what you love.’ Already the TVC of ‘enthusiastic Neha,’ one of the first to be released has been a hit. ThreeThough consumer campaigns are not new for Facebook, this year it launched one solely for India and it is what making the news
Neha, Sandeep, Sunny and Heena are the four characters we are introduced through the TVC’s. They’re a celebration of “normal, complex, individual people doing extraordinary things that you wouldn’t normally associate with their archetypes,” the agency says in a release. “Though the films portray the character’s unique experiences offline, they demonstrate that Facebook is the tool that has enabled them to do more of what they love.”
It is clear that Facebook want its community and users in India to “discover various ways in which the platform can play a role in the pursuit of their passions, by connecting them to like-minded people, surfacing the latest updates and information about their interests, or by providing a space where they can explore and be more.” It also hopes to build awareness among its community in India on how to use the different tools on Facebook to truly express themselves authentically and pursue their passions.
All the stories, collectively, aim to inspire and make the users in India, especially those that are new to internet, use Facebook in meaningful ways and to do things that matter to them. The social networking giant believes that there are inherent strength to each of these mediums, and the ads are tailored to leverage them. The TVC’s aspire users to tell their stories using Facebook in their individual quest for whatever they are really passionate about.
Facebook is actively advertising on billboards, newspapers and magazines along with TV to catch their target audience. Billboards or outdoor is also an area which Facebook look upon to catch their target audience along with announcing their presence. Through billboards (Outdoor) or print, they have a little more time to take people through how specific Facebook products, like Groups, can help users in their journey to be better every day.
At present, Facebook outdoor ads will be seen only in Mumbai, Delhi, Hyderabad and Bengaluru. The WPPowned advertising agency Kinect India has executed the outdoor campaign for Facebook. Already Facebook Groups campaign are featured on the billboards. The Rs.5-crore campaign will also cover Facebook Pages and Events.
Despite of the strong reach, why does Facebook have to advertise, especially on billboards? The answer is only because of the reach of billboards. No other medium can reach as effectively as billboard to the target audience. Even the no-tech savvy people will catch a glimpse of the outdoor ad through it. If it happens to generate a curiosity, it will gain another user maybe in a later period of time for Facebook. The reach and effect of a billboard is proven and unbreakable.Moreover it is also announcing theThe restriction of TV,newspapers, magazines and internet are not there for billboards
With the recent Facebook Data Breach controversy, and over 5.62 lakh Indian user accounts affected and info shared with Cambridge Analytica, they will have to advertise more heavily to regain the lost confidence on it. We can surely look out for more ads by them in the future as a part of this. Especiallywhen Facebook’s ad revenues in India nearly doubled with a growth of 93% to reach Rs.341.8 crore in FY17 from Rs.177 crore a year ago, we are to see more ad campaigns tailor-made to Indian users.