WhatsApp launches its first global brand campaign

WhatsApp's new global brand campaign features two ads highlighting the app's various features and privacy.

WhatsApp has collaborated with Bollywood director Gauri Shinde and BBDO India for its brand campaign. (WhatsApp)

WhatsApp today launched its first brand campaign “It's Between You” in India. The campaign talks about how people in India communicate via WhatsApp. This is also WhatsApp's first-ever global campaign.

WhatsApp has collaborated with Bollywood director Gauri Shinde and BBDO India for its campaign which features two sixty seconds ads. The first ad titled “One” shows the story between an elderly woman and her caregiver who no longer stay together. The two still communicate via WhatsApp through text messages, audio messages and even video calls.

The second ad also highlights WhatsApp's video call featuring a younger sister talking to her elder sister while giving her a push to do something different.

WhatsApp reiterates its commitment to privacy through these ads and how end-to-end encryption ensures every communication is secure.

“We communicate in different ways with different people, and that is the very essence of our personal connections. What you say and the ability to be yourself comes from the assurance of privacy. With WhatsApp's end-to-end encryption, we come closest to replicating real-life interactions and that's when we can truly be ourselves. The conversations you have, the jokes you tell and the memories you relive belong to you and deserve to stay between you,” said Avinash Pant, Director - Marketing at Facebook India.

This campaign comes shortly after WhatsApp announced a couple of new features for its platforms. WhatsApp rolled out dark mode for its web and desktop versions. It also enabled support for QR codes on WhatsApp to add contacts. WhatsApp group video calling has also been improved, and the 24-hour ‘Status' feature is now available on WhatsApp for KaiOS.