Meta has rolled out a campaign, ‘Cap Ka Suroor’, featuring singer Himesh Reshammiya to showcase the impact of its boosting feature on its social media platforms.

Conceptualised by Talented, the campaign comprises a film.

The film shows Reshammiya rehearsing in a studio but feeling dissatisfied because he doesn’t have the right cap, which he believes is essential to get the right suroor while singing. A search for the perfect cap begins through Meta. A small vendor designs a cap with the words ‘Let’s Rock’ and uses Meta’s Boost features to promote it. The cap reaches a wide audience and eventually catches the singer’s attention. He finds it to be the perfect cap, completes his look, and is finally able to perform in his concert with the right suroor.

What we think about it: Using Reshammiya’s well-known association with his cap, the ad manages to create an instantly relatable narrative. Overall, it successfully blends celebrity recall with a clear brand takeaway, making it memorable and easy to understand.

The campaign was rolled out on Instagram on 8 February.