WhatsApp rolls out 'It's Between You' campaign, narrates stories about how Indians communicate daily

Messaging giant WhatsApp said on Saturday it has launched its first brand campaign ‘It’s Between You’ in India that narrates real stories about how Indians communicate daily on WhatsApp 'in their closest relationships.'

The company said the campaign reiterates WhatsApp’s commitment to privacy.

Avinash Pant, director - Marketing at Facebook India said: “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.”


WhatsApp said the campaign is built on the core belief that when privacy is deeply felt people can communicate as their 'true selves.'

WhatsApp said it collaborated with Indian Bollywood director Gauri Shinde along with BBDO India to create two sixty seconds ads. Each film highlights how WhatsApp’s features like texts, video calls or even a voice message, help replicate in-person conversations and bring people closer, the company added.

Shinde said she directed the campaign over a WhatsApp video call.

"WhatsApp is such a personal brand for all of us and we all use it in our own way. The new experience of remote shooting has been challenging and exciting in equal parts. From how to bring together the cast and crew that were right for the part and happened to be living together, and directing over a WhatsApp video call, to doing all the post production work without being physically present, it has been really rewarding and we are really proud of what we have created,” she said.

BBDO said it helped in developing and executing the integrated campaign that can be seen on TV and digital media across India, starting Saturday.

Josy Paul, CCO and chairman, BBDO India said WhatsApp was looking for a campaign that would talk to its 2 billion users globally. "The idea had to be truly global and yet connect locally."