WhatsApp launches ‘It is Between You’ model marketing campaign in India


WhatsApp on July four mentioned it’s launching its ‘It is Between You’ model marketing campaign within the nation showcasing tales about how Indians are utilizing the Fb-owned platform to speak in a safe method.

WhatsApp collaborated with Bollywood director Gauri Shinde together with BBDO India to create two 60-second adverts that spotlight how its options like texts, video calls or perhaps a voice message (which is end-to-end encrypted) assist replicate in-person conversations, it mentioned in an announcement.

With over 400 million customers, India is among the many greatest markets for WhatsApp.

“The marketing campaign narrates actual tales about how Indians talk every day on WhatsApp with their closest relationships,When privateness is deeply felt, relationships really feel extra intimate and actual…”

“WhatsApp continues to function a vital lifeline for individuals counting on the platform to intimately talk with their family and friends whereas separated throughout lengthy distances,” Fb India’s Director – Advertising and marketing Avinash Pant instructed PTI.

One of many adverts options an aged lady and her caregiver, whereas the second is about two sisters. WhatsApp had run the same marketing campaign in Brazil earlier this 12 months.

Pant mentioned the marketing campaign in India will run for 10 weeks throughout India on quite a few nationwide and regional tv channels and digital platforms.

“All through this 12 months, the marketing campaign will see a number of inventive executions land in excessive profile cultural moments throughout the 12 months from festivals to the cricket IPL. Over the course of the marketing campaign, these movies will probably be out there in English and 7 regional languages that embrace Hindi, Bengali, Assamese, Oriya, Gujarati, Marathi and Kannada,” he added.

Pant mentioned taking pictures these movies remotely was a “new and a difficult expertise” for everybody concerned.

The marketing campaign was shot within the early days of lockdown, and the manufacturing occurred remotely following utmost requirements of security and precaution, he added.

“This meant casting needed to be performed conserving in thoughts the actors and the cinematographers who lived collectively, so nobody from outdoors would enter the premises. The remainder of the members of the family grew to become hair, make-up and costume assistants…For the primary time we heard, ‘Motion, Mumma’ as an alternative of simply ‘Motion’,” Pant mentioned.

He added that the consumer’s company and the director supervised the shoot via a WhatsApp video name, simply as they performed the pre-production conferences (PPM) and displays.

Previously, WhatsApp has run radio and print campaigns throughout numerous Indian states, asking individuals to verify the veracity of data acquired as a ahead earlier than they share it with others as a part of its efforts to curb the unfold of faux information on its platform.

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