India – In a bid to move away from its US base market, Facebook is celebrating its Indian users through a campaign focusing on personal expression and growth.
Co-created by Wieden + Kennedy, Live What You Love follows the lives of four individual characters – Sandeep, Neha, Sunny and Heena. Each film celebrates the normal and extraordinary things that wouldn’t be expected of their archetypes. The brand hopes to demonstrate how the platform enables its users to explore and expand their interests by providing them with timely content and relevant information.
‘There’s a very palpable desire in India to resist being defined by the expectations of others. Today people in India choose to define themselves,’ say creative directors Daniel Schaefer and Szymon Rose. In our Emerging Youth India market we explore how the next generation is reshaping India’s traditional democracy.