Twitter launches its first consumer marketing campaign in India

NEW DELHI: Twitter said on Tuesday it has launched its first consumer marketing campaign in India titled #WeTweet. Twitter said the campaign has been conceptualised by Leo Burnett India.

Twitter said its commercial around the campaign 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 homage to all the real movements that have taken place in India and on Twitter marked by hashtags like #KeralaFloods and conversations around Delhi's air quality reflected in the hashtag #Breathe.

The company said it is a 360 campaign which includes online and TV films, digital, OOH, as well as on-ground activations (interactive screens) in colleges, and will span 6-8 weeks across cities in India with a special focus on Delhi, Mumbai and Bengaluru.

Manish Maheshwari, Twitter India’s MD said core to Twitter's 'live, public and conversational nature' is the idea that, no matter who users are, it gives 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.”

Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett, South Asia said Twitter is one of the best brands in the country and the No Tweet is too small when we Tweet together campaign reflects the magnitude of the brand by showing how a small initiative on Twitter can lead to a movement.