WhatsApp has launched the Indian edition of its global consumer marketing campaign – “Private Message”. This campaign builds on the previous “It’s between you” brand campaign and reinforces WhatsApp’s commitment to user privacy through end-to-end encryption technology.
The idea of the campaign is that privacy encourages progress and promotes closeness in relationships. It was told through compelling and engaging examples of how WhatsApp continues to be a safe space where users can share their most private moments with their loved ones.
The integrated marketing campaign will be launched on television with two films:
Golden Jubilee brings to life a truly moving moment between an elderly couple, who are ashamed to publicly admit their love and exchange private messages on WhatsApp during their 50th wedding anniversary between their families.
Wanting to share messages on WhatsApp with the busy mother who attends some guests, and bring the news, creating a rare emotional party moment for the mother-daughter, totally unknown to the guests.
In addition to these feature films, the campaign will be hosted via radio and OOH and will include content on Instagram and Facebook in the form of vertical stories, poisons, and eye-catching posters to increase relevance.
Avinash Pant, Marketing Director, Facebook India, said: “Our effort is to emphasize that the privacy that WhatsApp provides through end-to-end encryption is not just a feature. It is a great privilege that two billion people around the world trust WhatsApp to transmit their personal messages every day and this campaign is a confirmation of our users’ unlimited trust in WhatsApp. “
The commercials are directed by director Shimit Amin, who said: “WhatsApp is part of our daily lives in every way and speaks for itself. It was great to use my head and deconstruct the scripts to focus on where privacy is an issue.” How is this letter relevant to Indian audiences? “It was always a question for all of us. The team at BBDO and WhatsApp India has been incredibly supportive of us in the various experiments we’ve done to achieve what they… worked trust and support we received, this work would not have been possible. ”