BBDO India chairman Josy Paul said conceptualising a campaign for WhatsApp's 2 billion users was like "branding oxygen".
Behind-the-scenes footage shows how the idea was concepted and shot remotely and while social-distancing.
Team tasked with integrating advertising into app has reportedly disbanded.
Mark Zuckerberg attempts to put advertisers' minds at ease by stressing his platform has dramatically enhanced its brand safety measures.
CULTURAL RADAR: Brands need to pay attention to how Indonesia's villages are using technology and give them a voice in solutions made for them.
5 reasons brands shouldn’t overlook the text-messaging app.
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