WhatsApp’s New Ad Campaign ‘It’s Between You’ to Reiterate Its User Commitments

Amid the growing debate over how apps handle the privacy of its users, WhatsApp launched its first-ever brand campaign in India called “It’s Between You” in India. App reiterates its commitments towards privacy through some ads.

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The ads released under the campaign narrates the true story of how Indians communicate via WhatsApp and also highlights the app’s end-to-end encryption feature which safeguards the users’ privacy while they share lives with each other.

The campaign was created by ‘Dear Zindagi’ director Gauri Shinde and advertising agency BBDO India. The two films created under the campaign highlights how the app helped in connecting with families and friends from long distances. 

In the first ad film titled ‘Caregiver’, we can see an elderly woman and her caregiver who no longer stay together to be using the app for communication. The elderly woman is seen sharing her private moments over WhatsApp via text, voice call, and video call features which make her feel comfortable, cared, and connected.

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In the second ad film, the story of two sisters is highlighted where the younger sister talks to her elder sister on WhatsApp video call as she feels hesitant to get a haircut at home.

“Throughout this year, the campaign will see multiple creative executions land in high profile cultural moments across the year from festivals to the cricket IPL. Over the course of the campaign, these films will be available in English and seven regional languages that include Hindi, Bengali, Assamese, Oriya, Gujarati, Marathi, and Kannada,” said Avinash Pant, Director-Marketing Facebook India to PTI.

Through the new ad-campaign, WhatsApp is trying to remind users of the app’s privacy and data security features competing with other famous communication apps such as Zoom, Faceapp who are facing privacy concerns.

WhatsApp extended many of its features to tap into the need for movement, especially during the COVID-19 pandemic. The app extended its video call limit from four to eight people. Offering local small businesses to use WhatsApp instead of Zoom, Microsoft Teams, etc.

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WhatsApp has over 400 million users in India, the company has plans to make use of the user base effectively. The company also has plans to launch its own digital payment services for which it is trying to get required permissions. 

Facebook in its deal with the Jio will allow Reliance to tap into the Indian users of WhatsApp. Under the deal, Jio’s new e-commerce platform, JioMart will connect with over 3 crore Kirana stores via WhatsApp messenger.

Big-Tech companies are now coming out with new features to safeguard users privacy. Apple in its WWDC event of 2020 unveiled its new privacy feature where the users can see what type of data each app collects. Google also announced features such as auto-delete for users’ Location History and Web & App Activity.

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