TheNFAPost Podcast

Bengaluru, NFAPost: The chatting app, WhatsApp has come up with its first brand campaign in India. The campaign describes real stories about how Indians communicate daily on WhatsApp with their closest relationships.

The campaign is known as ‘It’s Between You’ which emphasises on WhatsApp’s commitment to privacy, the company said in a statement.

The campaign highlights how the chat platform’s end-to-end encryption helps users feel safe to share their lives with others. This comes after its high-decibel campaign on fighting fake news in 2018.

“With WhatsApp’s end-to-end encryption, we come closest to replicating real-life interactions and that’s when we can truly be ourselves. The conversations you have, the jokes you tell and the memories you relive belong to you and deserve to stay between you,” said Avinash Pant, Director, Marketing at Facebook India.

To create two 60-seconds ads, WhatsApp has worked with India Bollywood Director, Gauri Shinde and BBDO India. Both the ads highlight how WhatsApp’s features like texts, video calls or even a voice message, help replicate in-person conversations and bring people closer.

One ad is based on a true story about an elderly woman and her caregiver, who are now separated from each other.

“From how to bring together the cast and crew that were right for the part and happened to be living together, and directing over a WhatsApp video call, to doing all the post production work without being physically present, it’s been really rewarding,” said Shinde.

The campaign will be promoted across television and digital platforms throughout India. Josy Paul, chief creative officer and chairman, BBDO India said WhatsApp was looking for a campaign that would talk to its 2 billion users globally.

“The brand idea ‘It’s Between You’ is a simple capture of that feeling. It’s what led us to real human stories where intimacy liberates you in so many ways,” he added.

The second story is at the other end of the spectrum of emotion, which is a light and fun film about a younger sister giving joyful courage to her elder one through a WhatsApp video call, when the latter feels vulnerable and hesitant to give her a haircut at home.

“WhatsApp is designed to help friends and family communicate as well as help users connect with a business that is important to them,” said the company.

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