Art of storytelling in the digital age: Keep the message short and simple

Keep the message short and simple, especially if it is meant for mobile, said Rapha Vasconcellos, head of creative shop, Asia Pacific, Facebook, at Goafest on Saturday.

Addressing the who’s who of advertising and marketing, Vasconcellos said in India, with patchy mobile networks, short videos were the best to drive home a brand’s viewpoint. He added that smartphones could be great creative tools, especially in India — the second-biggest smartphone market after the US.

The three-day annual extravaganza for advertising and marketing ended on Saturday.

Vasconcellos has worked in Brazil and the US. He said that on social media, people were looking for