Facebook has initiated its first big marketing campaign in India that includes OOH advertising. Focused predominantly on the youth, the campaign urges the target groups to connect with like-minded people by joining more groups -- through a catchy tagline ‘Live What You Love’.

The campaign is in line with Facebook’s increased focus on Community. Last year, Facebook CEO Mark Zuckerberg said his company’s new mission statement was to give people the power to build community and bring the world closer together.

Along with TVC, the social networking giant is visible on OOH on all arterial routes, junctions and important hangout locations of Mumbai, Delhi, Bengaluru and Hyderabad.

Wieden+Kennedy Amsterdam is the creative agency behind this campaign and WPP's outdoor arm, Kinetic Worldwide has executed the OOH campaign.