To create a campaign that demonstrates the Value of IG across the country to Diverse groups, Communities and Cohorts across regions & languages. Illustrate how IG is a platform close to India & Bharat Culture.

We coined #DeshKaDhaga as the binding narrative that highlights Instagram’s relation with India, its culture, craft, talent, communities and used it to stitch a powerful campaign that uses the power of creators to acknowledge, appreciate, drive awareness & consideration around India & its offerings to the world.

Collaborated with 21 creators to create 63 content pieces that led to driving awareness, appreciation & consideration around local tourism using staggered-content-wave approach. Created a unique & popular video transition trend that used “dhaga” as the key element to trigger content.