WhatsApp rolls out ad campaigns to highlight messaging privacy

WhatsApp’s been running a global consumer marketing campaign ‘Message Privately’ and has now rolled out the Indian edition of it. This builds on the older ‘It’s Between You’ campaign that was launched in July last year. The older campaign, and the new ‘Message Privately’ one, plays up WhatsApp’s commitment towards user privacy and their end-to-end encryption technology. The main concept behind the campaign is privacy and how that helps people remain close and the ads narrate some relatable instances from daily life to show that WhatsApp is a safe space for all users to share some personal moments and thoughts with their chosen ones.

“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 with. It's a matter of great privilege that two billion people around the world trust WhatsApp to deliver their personal messages everyday and this campaign is an affirmation of our users’ unstinted faith in WhatsApp,” said Avinash Pant, Director of Marketing at Facebook India.

The ‘Message Privately’ campaign’s India edition has been rolled out with two ad films for TV - Golden Jubilee and Dream Job. In Golden Jubilee you see an older couple sharing a private moment through texts on their 50th wedding anniversary amidst their family. Too shy to express their affection publicly, the couple uses WhatsApp to exchange private thoughts. 

In Dream Job, a young woman receives some exciting news from her Cricket coach and she shares it with her mother through a WhatsApp text as she is attending to some guests at that moment. We then see mother and daughter celebrate the news without the guests getting to know what the moment is about.

Conceptualised by BBDO India, these two ad films also be aired on Radio and OOH and will include content for Instagram and Facebook in the form of vertical short-form stories, GIFs, and motion posters, as Afaqs reported.