WeChat has launched a campaign to ‘position itself as the starting point of all conversations and interactions’: #StartHere. The campaign has been conceptualised by Publicis.
A TVC is set in a village and features a villager dressed in modern clothes speaking to the camera with a heavy North Indian accent. He tells the story of how his ‘beloved Katrina’, his buffalo, got lost. Using WeChat’s real time location sharing feature, he guides her back. The film ends with the message # StartHere.
An agency statement explained that the challenge facing WeChat was to stimulate active usage of the app post download.
Four new features will be advertised as part of the campaign: radar (for easily adding people within close range), real time location sharing and tracking, video calling and favourite (to store your favourite pics, music, videos in the cloud).
Creative agency: Publicis India
CCO: Bobby Pawar
ECD: Joy Mohanty
Account management: Hemant Misra, Annirudh Deb, Proteek Dey
Director (film): Siddharth Sikand
Production house: Boot Polish