WhatsApp has launched a campaign titled ‘It’s between you’ which narrates stories about how Indians communicate on the app.
Conceptualised by BBDO, the campaign consists of two films. One (above) shows a conversation between an elderly woman and her caregiver, who are now separated from each other due to the lockdown, and use WhatsApp to connect with each other.
The second film shows a younger sister giving courage to her elder sister through a WhatsApp video call, when the latter feels hesitant to give herself a haircut at home.
Josy Paul, CCO and chairman of BBDO India said the platform was looking for a campaign that would talk to its two billion users globally.
"The task was like branding oxygen," he said. "It’s already there, we just had to give it greater meaning. The idea had to be truly global and yet connect locally. How do we define a place in people’s hearts for WhatsApp to live—the basis of an emotional connection that is ownable and sustaining.
"We began with the product. WhatsApp’s privacy can be quite liberating. It leads to greater intimacy and real human connections. The brand idea ‘It’s between you’ is a simple capture of that feeling. It’s what led us to real human stories where intimacy liberates you in so many ways. It was like drafting the constitution of a great nation called intimacy in just three words ‘It’s between you’," he added.
Avinash Pant, director of marketing at Facebook India, said WhatsApp allows people to
"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," Pant said.
While it might be too early to tell if the pandemic will usher in new strategies, it has definitely accelerated processes that were underway in the pre-pandemic age. We talk to two company leaders who have been helping small businesses sell online.