The campaign aimed to persuade managers and media professionals to integrate Facebook into TV advertising, showcasing its unique advantages in reach, impact, and cost efficiency. Using a creative concept where TV and Facebook are portrayed as dynamic friends in various activities, delivered in a boomerang format, it demonstrated the synergy between the two platforms. The goal was to inspire decision-makers to adopt a dual-channel strategy, maximizing campaign effectiveness by combining traditional TV with digital platforms. This was the first vertical format campaign of its kind in India.