Facebook's new 'More Together' film will delight the book lover in you

• Facebook has launched the second film under its 'More Together' campaign.
• The ad, conceptualized by Taproot Dentsu is the story of how Facebook helps a book lover who rescues books from being consigned to the bin, find homes for them.

Facebook has launched the second film as a part of its ongoing ‘More Together’ campaign. Conceptualized by Taproot Dentsu India and title Dhara, the ad is sure to delight book lovers.

The story follows the life of Dhara, a book lover who rescues books from being consigned to the bin and with the help of Facebook, finds homes for many of her rescued books. Isn't this what most book-lovers would want to do?

The film continues to build on the theme of how people can do more together than alone. It showcases the endless possibilities one can achieve through the power of the platform.

Talking about the inspiration behind the ad, Neeraj Kanitkar, Senior Creative Director, Taproot Dentsu said, “This film is a sweet and simple demonstration of Facebook’s inherent power. Which is to supercharge the efforts of one person when the community gets behind it. It is quite rare to be in the advertising business without having some love for the written word. So when Gauri Burma – the most passionate book lover amongst us – came up with the idea, we knew we simply had to make it happen. We hope that it inspires people to consider using Facebook to give a new lease of life to old, forgotten and about-to-be-turned-into-pulp books.”

For the record, the first ad in the series is of ‘Rinchen’, a female football coach in Ladakh who shares her players’ videos on Facebook. The film highlights how the power of connections not only creates a fan-following for her team but also propels her and the team’s career forward.

Taproot Dentsu Agency Credits

Co-Founder, Taproot Dentsu and Creative Chairperson India, dentsu: Agnello Dias
Co-Founder and Chief Creative Officer: Santosh Padhi
Chief Executive Officer: Umesh Shrikhande
Executive Creative Director: Pallavi Chakravarti
EVP & Head of Office: Ayesha Ghosh
EVP & Head of Strategic Planning: Shashank Lanjekar
Senior Creative Director: Neeraj Kanitkar
Group Head (Copy): Gauri Burma
Group Head (Art): Rutul Mistry
Creative Supervisor (Art): Sushant Kadam
Visualizer: Sujay Kamble
Vice President, Strategic Planning: Pearl Vas
Senior Account Planner: Kanupriya Mahajan
Senior Account Planner: Nishita Vazarkar
Vice President, Account Management: Amit Murthy
Account Supervisor: Fiona Maben
Account Supervisor: Ana Iman

Film Credits

Production House: Lens Flare Films Production
Director: Sachin Kotre
Executive Producer: Naveed Khan