WhatsApp Launches ‘It’s Between You’ Campaign in India

WhatsApp Messenger, owned by Facebook, is an American freeware, cross-platform messaging, and Voice over IP service Application which on Saturday has brought out its first-ever global brand campaign in India, with a view to touching the emotional space in the minds of the Indian consumers. It has over 400 million users and is a very popular instant messaging app in the country. The brand’s first-ever campaign in India brings out real-life stories of Indians who communicate daily on WhatsApp with their near and dear ones.

The campaign, namely ‘It’s Between You’, depicts WhatsApp’s commitment to the privacy of its users.

“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 of Marketing at Facebook India.

WhatsApp along with Gauri Shinde, a celebrated Indian Bollywood director, and BBDO India had created two ads each of 60-seconds, which showcased the various features of WhatsApp like texts, video calls, and voice messages, which has helped people come closer making physical distances look smaller.

Continuing with the campaign the company brought out an advertisement in the first phase which is based on a true story about an elderly woman and her caregiver, who are now separated from each other.

In the same line there comes a second story which speaks of emotion, and is a light and fun-filled film about a younger sister who encourages her elder one through a WhatsApp video call, when the latter feels vulnerable and hesitant to give herself a haircut at home.

“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.

“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.