However instead of focusing on the many real movements that started on Twitter like ‘#MeTooIndia’, Twitter has opted to create a fictional narrative for its first brand film.
— Twitter India (@TwitterIndia) June 11, 2019
The campaign will include online and television films, digital, out of home as well as on ground activation. It will run for six to eight weeks, with a focus on metros like Delhi, Mumbai and Bengaluru.
Twitter in India has 7.8 million active users according to market and consumer data firm Statista.
Twitter India managing director Manish Maheshwari 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, with their public conversations creating big changes in colleges, communities, and even the country.
“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.”
Leo Burnett managing director and chief creative officer Rajdeepak Das added: “Twitter is one of the best brands in the country and ‘No tweet is too small when we tweet together’, reflects the magnitude of the brand.
“It truly reflects the power of the collective and exemplifies how individual uncertainty versus collective optimism can rewrite the course of 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.”
Creative agency: Leo Burnett
CEO of Publicis Communication, South Asia: Saurabh Varma
MD – India and chief strategy officer, Leo Burnett South Asia: Dheeraj Sinha
MD – India and chief creative officer, Leo Burnett South Asia: Rajdeepak Das
Chief operating officer, West: Rakesh Hinduja
EVP and business head: Sanju Menon
Creative director: Manasvi Abrol
Creative team: Ayshwarya Sharma, Himanish Ashar, Tinna Rajput, Brijnandini Jadeja, Vinod Perumbidi, Srishti Bansal, Mayurakshi Banerjee, Prem Thomas, Ashish Sharma, Sahil Aditya,
Brand services director: Hemal Thakkar
Brand service associate: Rohan Mitra
Production company: Equinox Films Pvt. Ltd.
Director: Ram Madhvani
Associate producer: Rhea Prabhu
Music director: Joell Mukherjii & Adnan Siddiqui