WhatsApp‘s global consumer marketing campaign, ‘Message Privately,’ has been launched in India. The ad, created by BBDO India, builds on the company’s previous brand campaign, “It’s Between You,” which debuted in July 2020 and aims to reaffirm the company’s dedication to consumer privacy.
The campaign is now underway.
WhatsApp sends out the idea that it is a safe platform for consumers to share their most personal moments with their loved ones with a series of two films that demonstrate realistic everyday real-life scenarios.
The film “Golden Jubilee” tells the story of an older couple who are too shy to publicly express their love but manage to send private messages on WhatsApp during their 50th wedding anniversary festivities with their family.
The film recounts the narrative of a young woman who receives exciting news from her cricket instructor. She sends a WhatsApp message to her mother, sharing a mother-daughter moment while keeping her privacy safe from prying eyes.
The strategy for launching
The integrated marketing campaign will debut on television with two lead films, with plans for radio and out-of-home (OOH) amplification.
To drive relevance, it would also feature material specifically designed for Instagram and Facebook in the form of vertical short-format tales, Gifs, and motion posters.
CXO makes a statement
Even as social networking and messaging sites like Facebook and WhatsApp grow in size and penetration around the world, the campaign comes at a time when privacy has emerged as perhaps the most pressing worry. India is no exception to the rising demand for privacy.
According to Avinash Pant, director of marketing at Facebook India, the campaign’s goal is to emphasize that the end-to-end encryption provided by WhatsApp is more than a technology; it’s a feeling that leads to genuine human interactions. He says that the campaign is based on various real-life events from our daily lives.
According to Pant, this campaign is an affirmation of the trust that two billion people around the world have in WhatsApp to send their personal communications on a daily basis.
The voice of the agency
When comparing WhatsApp to a private and intimate living room environment, “It’s that safe space where we can all thrive,” says Josy Paul, chairman of BBDO India, “and that’s our reality, which is what we set out to express via relatable stories and moments.”
Surprisingly, the conversation between the characters in the films is never exposed and remains secret, which is done on purpose. “The campaign brings the delight of privacy to life in all its everyday drama and diversity,” Paul continues. Private moments of progress lead to spectacular moments of progress.”
The most important question
“How is this brief relevant for Indian audiences?” was a constant question for all of us, according to Shimit Amin, a well-known Indian filmmaker and the campaign’s director.
The global campaign, which has already been launched in a number of markets, relies heavily on localization. “WhatsApp is such an integral part of our lives in so many ways, and that goes without saying,” Amin says, “but it was crucial to focus on how privacy would play an important role in an Indian context.” The researchers conducted numerous experiments before arriving at what appeared to be the workable formula.