Facebook is back this Eid with a very emotional yet special video that carries forward its “More Together” idea for their current marketing campaign. After launching three 45-second entrancing TVC under its “More Together” marketing campaign, this Eid Facebook has taken a different approach and released a full 6-minute vaccine themed Eid spot. The film titled “Rizwan” is quite trending on YouTube and has already crossed 24 million views within the initial 17 hours of release.
The beautiful video captures the country’s grief and hopes during these unprecedented times through the story of Rizwan. The film conceptualized by global communication agency, Taproot Dentsu uses ‘the good samaritan’ plot, a common advertising troupe. The ad is close to home for many, as it is relevant in the present-day context highlighting the reality of the deadly coronavirus and life-saving vaccinations.
The film brings to life the story of Rizwan, a man in his youth from India’s first “Heritage Village- Pragpur” situated in Kangra district of Himachal Pradesh. Rizwan takes an unpaid leave of 2-3 months and drives senior citizens to vaccination centres after being contacted on Facebook by a family member. In a short span, Rizwan becomes popular among the elderly population in the village of Pragpur. He even tactfully changes the mind of some reluctant citizens, happily offering a helping hand to get them registered for the vaccination shot.
While most agree easily, there’s one lady who doesn’t and calls him “shaitan.” After being contacted by the lady’s daughter Rizwan tries to persuade her to get the shot by reminding her that she’s diabetic. But the lady tells Rizwan to give up his efforts as it’s bound to go in vain because not even her own family was able to convince her. Being felt like an outsider, Rizwan uses magical words in response, “Your own family! Then who am I? No one?”, and succeeds in finally convincing the lady.
Later on, when she’s back from the vaccination centre, the lady looks up her “shaitan” on Facebook and sees a post in which Rizwan expresses his grief in not being able to celebrate Eid this time as he recently lost his parents. The generous old lady cooks a meal for Rizwan, gets into a rickshaw and goes to his place. Rizwan is surprised by her visit, to which the lady backfires with Rizwan’s same question, “Then who am I? No one?”. Though very emotional, the “Rizwan” film ends on a positive note with the duo enjoying the kheer specially prepared by the old lady for them to celebrate Eid.
A month back, Facebook had released three very special TV commercials titled- “Football,” “Books” & “Kaju” under its “More Together” digital campaign.