Campaign India Team
Sep 21, 2021

WhatsApp introduces 'View Once' feature with a story of how it helps a couple move on

Watch the film conceptualised by BBDO India here

WhatsApp has rolled out a film for its newly launched 'View Once' feature. The film is a part of the brand's ongoing ‘Message Privately’ campaign.
Conceptualised by BBDO India, the film showcases how a man uses the feature to share pictures with his ex-partner, and in the process helps him move on from the relationship. 
With WhatsApp’s ‘View Once,’ photos and videos disappear from the chat after they’ve been opened, giving users even more control over their privacy. The feature was launched in August 2021.
Avinash Pant, director - marketing, Facebook India, said, “WhatsApp has always focused on building features that give users a better control of their private moments. While clicking photos or shooting videos on our phones has become a big part of our lives, not everything we share needs to create a permanent digital record for us. With the launch of this campaign, we wanted to showcase how the ‘View Once’ feature delivers on this commitment by narrating the story of a young couple who are trying to move on post their break up.”  
Josy Paul, chairman and chief creative officer, BBDO India, said, “You don’t have to think twice when you ‘View Once’. That’s because when you use the new ‘View Once’ feature, your photos and videos can’t be seen again. The film is about a young couple going through a break-up. You witness the stages of hesitancy and vulnerability. You see how the feature helps them stay connected and find the confidence to move on. The campaign celebrates authenticity, spontaneity and the freedom to be yourself in every moment.”
The campaign is spread across social media, TV, digital, and OOH. 
Campaign India