WhatsApp has launched the India edition of its global consumer marketing campaign ‘Message privately’. Building on its previous ‘It’s between you’ brand campaign that was launched in July 2020
, this campaign aims to reinforce WhatsApp’s commitment to user privacy, through end-to-end encryption.
The two-film campaign’s concept is that privacy leads to progress and fosters closeness in relationships. It has been narrated through everyday real life instances that showcase how WhatsApp is a safe space for users to share their personal moments with loved ones.
Avinash Pant, director – marketing, Facebook India, said, “We believe that all of us need to have an assurance of our own personal space and that privacy is an important component of our lives that helps to drive growth, and brings people closer. Our endeavour is to highlight that the privacy provided by WhatsApp through end-to-end encryption, is not just a feature, but a feeling, that leads to real human connections and to progress. The campaign is built on several real life stories from our everyday lives that people can easily relate to. It's a matter of great privilege that two billion people around the world trust WhatsApp to deliver their personal messages every day and this campaign is an affirmation of our users’ unstinted faith in WhatsApp.”
Added Josy Paul, chairman, BBDO India, “WhatsApp is like your living room, private and intimate. It’s that safe place where we can all thrive. That’s our truth. And that’s what we set out to capture through relatable stories and moments. The campaign brings to life the joy of privacy in all its everyday drama and diversity. Interestingly, in the films, you never know what’s the exchange between the characters. You can’t see their messages. That’s private. But you get the feeling. It’s privacy that leads to beautiful moments of progress.”
In addition to the films, the campaign will be amplified through radio, OOH, digital and social media.