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Facebook hosts summit for creativity in mobile video advertising

Facebook's Thumbstoppers are stories that can stop thumbs from scrolling and evoke emotions with the potential of changing human behavior in less than ten seconds.

ET Online|
Oct 11, 2019, 10.09 AM IST
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Sandeep-Bhushan,-Director-a
“Video is central to our vision for India," said Sandeep Bhushan (L), Director and Head, Global Marketing Solutions (GMS), Facebook India.
MUMBAI/NEW DELHI: Facebook India on Friday hosted the inaugural Thumbstoppers Summit, a platform in Asia for creativity in mobile video advertising. The summit was attended by leading personalities from the advertising and marketing fraternity, Bollywood directors Kiran Rao and Zoya Akhtar, and rapper Naezy to connect, celebrate, and be inspired by creativity in mobile video advertising.

The summit opened with a keynote by Ajit Mohan, MD and VP of Facebook India, talking about the future of video in India, and how Facebook and its family of apps are driving curated video experiences, and enabling social video in the country giving businesses and people a range of ways to create, express, and communicate.

Launched in May, Facebook's Thumbstoppers are those stories that can stop thumbs from scrolling and evoke emotions with the potential of changing human behavior in less than ten seconds. In the last five months, almost 1000 creative professionals have been trained from 56 agencies to help drive effective business results for their clients, and cater to wider consumer sentiment.

Sandeep Bhushan, Director and Head, Global Marketing Solutions (GMS), Facebook India, said in a statement, “Video is central to our vision for India, and how we are building for people, communities, businesses in the country. From In-stream on Facebook to stories on Instagram, there are multiple video ad formats on Facebook that can be used by both large and small businesses to reach their consumers, and drive the desired business results.”

Kavita Nair, Chief Brand and Digital Transformation Officer, Vodafone Idea Ltd. said in a statement, “The ubiquitous reach of mobile phone makes it a very powerful tool for marketers. It gives brands more options to engage with the customers, hence, making mobile marketing a medium that the brands can no longer afford to ignore.”

The Summit also served as the concluding event for Thumbstoppers Challenge, which had invited members of the creative and advertising community to submit their short-form video stories with the aim of inspiring creative professionals, brands, and agencies to build for mobile as a medium.

The Challenge saw more than 3500 entries from across the country. Of these, 60 entries were from brands from across verticals and industries with six films from Dove, Sofy, Vodafone, Unilever Sustainability, and Royal Enfield making it to the top 16 films that were recognized and unveiled for the first time on Friday.

All 16 winning films have been directed by Ad-film maker Prakash Verma and the top four winners stand a chance to travel to Cannes next year.

The top four winners are Rachita Kotwal from FoxyMoron in the category ‘Products We Love’ for the film ‘Fathers should be a part of their daughter’s menstrual journey’, Samriddhi Shah from Wunderman Thompson in the category ‘Breaking Stereotypes/Social Causes’ for the film ‘Just because home makers don’t earn, doesn’t mean they shouldn’t be respected’, Shib Nath Sen from Wunderman Thompson in the category ‘Start A Habit’ for the film ‘Peeing on roads!’ and Swati Subramanian from Leo Burnett in the category ‘Little Big Moments’ for the film ‘Divisive behaviour in our society towards people with different orientation/preferences’.

The other 12 winners across the four categories are Akshay Seth and Ashok Karkala from Ogilvy, Nuzhath Enayath from Wunderman Thompson, Gitanjali Bhattacharya from Interactive Avenues, Anirudh Venugopal from Dentsu Webchutney, Yashaswini Singh from Wunderman Thompson, Chhavi Sahni from Ogilvy, Austin Dsouza from Ogilvy, Ravi Shankar Mishra from ADK Fortune, Rashmi Yadav from Dentsu Isobar, Akshay Seth and Chinmay Raut from Ogilvy, Sunetro Lahiri from The Glitch and Keshav Nagpal from The Glitch.

The panelists at the summit spoke on different facets of storytelling. Sandeep Kohli, Executive Director, Personal Care, Unilever, and Nair spoke about ‘Brands in Culture: Thumbstop to future proof creativity’. Akhtar spoke about ‘Reimagining Storytelling: How can you infiltrate popular culture and stay relevant at scale?’, Naezy spoke about, ‘Reimagining Storytelling Through Music’, and Rao spoke about ‘Storytelling with Impact for Social Good’.

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