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. People have shown us this power through creating, building and sustaining social movements on the platform. India is no different from the rest of the world. Here, we have witnessed this particularly with the youth, with public conversations creating big changes in colleges, communities, and even the country.
In our first-ever consumer marketing campaign in India, we wanted to acknowledge this aspirational power of the collective, with its ability to create conversations and spark movements. That’s why our campaign is titled #WeTweet - since “No Tweet is too small when #WeTweet together."
Twitter has consistently believed in the transformative power of the youth, and nowhere is this truer than in India, where 54% of the population is under 25 (Indian Census 2011, Government of India). Last November, in time for the #LokSabhaElections2019, we launched a campaign called #PowerOf18, that was intended to encourage young Indians to take action, have their voices heard, and vote to make a difference in the largest democratic exercise in the world. We commissioned eight videos featuring young change-makers in India, like boxer Nikhat Zareen and actor Rajkummar Rao ensuring that young Indians hear directly from pioneers who they can relate to. These videos received more than five million video views and hundreds of thousands of engagements on the platform.
Following the success of our #PowerOf18 youth empowerment campaign, we’re taking it to the next level as #WeTweet showcases young Indians in a relatable context. The story of the commercial revolves around a group of young Indians as they trace the story of a fictional #NoShowerDay movement on the platform. While light and humorous, keeping in mind the fun side of Twitter, the commercial ends with an homage to all the real movements that have taken place in India on Twitter. Watch it below:
We also want to encourage conversation among Indians to share the issues that they care about, and to join in the public conversation on Twitter. So what are you waiting for? Tell us what you care about by Tweeting with the hashtag #WeTweet.
Did someone say … cookies?