Roar Together shines a light on the power of connections, following the Facebook brand belief that people can do ‘More Together’ than alone. In India, culture went virtual over Covid. The film is based on a true story that centres around the popular folk art of Pulikkali, in which performers – painted like tigers – dance in the streets of Kerala to entertain people as part of Onam celebrations. Amid Covid-19 restrictions, they hosted a live performance on Facebook.
To create an even stronger bond with the community, an AR filter took Pulikkali to the people. Users could don the mask of a roaring tiger themselves and virtually place themselves in Swaraj Round, Thrissur where Pulikkali happens every year, and also join in the Facebook Live celebration. With many millions taking part safely & virtually, Roar Together was considered the most successful engagement campaign in Facebook International Marketing history.
Country: India
Brand: Facebook
Digital, social
