On July 4, WhatsApp launched its latest ad campaign, ‘It’s Between You’, in India. The campaign beautifully highlights, via two 60 second films, that our conversations with our loved ones deserve to stay between us. People might be physically distant, but they are emotionally together, connected by WhatsApp which allows them to be their true selves without having to worry about privacy because of end-to-end encryption.
The films have been created by BBDO India and directed by Gauri Shinde, who has previously helmed English Vinglish & Dear Zindagi. The shooting was done during the initial days of the lockdown with the director joining remotely.
The first film, ‘Caregiver’, is based on a true story about an old lady whose caregiver is away from her. The video goes on to show how they still keep connecting through messages and video calls over WhatsApp.
We particularly liked the second film, titled ‘Cut It Out’. The film begins with a lady who is hesitant to cut her hair on her own. The otherwise difficult task looks easier when her sister joins on a video-call and gives her tips to cut it out. Homecuts are worrying for a whole lot of people in the current situation with salons either being shut or near-empty as the country continues to battle with the COVID-19 pandemic. The ad was a fun take on this growing dilemma of whether to cut at home or not!
With the latest advertisements, WhatsApp builds the notion that privacy is now not just a feature but a ‘feeling’ which it promises while bringing people closer!