This week, Instagram celebrated its 10th birthday by reaffirming its commitment to build for the next generation of young people; to make sure people pursue and share their passions, which Instagram is the place where culture moves forward. Now in India, the platform launches a brand new campaign called ‘Love Runs Deep’ to redefine the way brands can authentically tell their stories while engaging with influencers.
Influencers inform and encourage their community through their pursuit of passion. This highlights the chance for brands who can engage with the creator community, in a way that fulfills their business objectives.
‘Love Runs Deep’ is Instagram‘s first campaign in India aimed towards the advertisers and marketers. It’ll see the involvement of a different set of creators like Masaba and Neena Gupta, Chef Ranveer Brar, Kusha Kapila, Sakshi Sindwani from @stylemeupwithsakshi, Savi and Vid from Bruised Passports, and cricketer Harmanpreet Kaur.
The campaign invites brands to submit their briefs in the ‘Love Runs Deep challenge’, and 5 of them will be selected to have exclusive access to 25 creators to work with them free from cost, in addition, to support of USD25,000 worth of ad credits to run their campaigns. The brands could be big or small businesses from all over India. The selection would be done on the basis of originality, creativity, suitability for mobile, and expected business outcome.
This campaign had been set in the backdrop of the insights from the report of BCG-Facebook ‘Turn The Tide’, in which it is stated that digital influence has significantly increased in urban consumers. Added to this insight, Prasanth Kumar, CEO – GroupM, South Asia being part of the selection jury, stated that as the economy unlocks and brands look to capitalize on the resurgence in consumer demand. He also told that they believe that influencer marketing will play a significant role in telling brand stories in an effective way, something they would like more of this year.
The campaign had begun yesterday, while the entries close on November 13th, the campaign will be continuing for a duration of 4 months. Brands will be able to submit their briefs on the campaign website as follows; www.igloverunsdeep.com.
