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(Representative picture: Reuters)
NEW DELHI: WhatsApp on Saturday mentioned it’s launching its ‘It’s Between You’ brand campaign in the nation showcasing tales about how Indians are utilizing the Facebook-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 finish-to-finish encrypted) assist replicate in-person conversations, it mentioned in an announcement.
With over 400 million customers, India is among the many largest markets for WhatsApp.
“The campaign narrates real stories about how Indians communicate daily on WhatsApp with their closest relationships …When privacy is deeply felt, relationships feel more intimate and real…
“WhatsApp continues to function an important lifeline for individuals counting on the platform to intimately talk with their family and friends whereas separated throughout lengthy distances,” Facebook India’s director – marketing Avinash Pant told PTI.
One of the ads features an elderly woman and her caregiver, while the second one is about two sisters. WhatsApp had run a similar campaign in Brazil earlier this year.
Pant said the campaign in India will run for 10 weeks across India on a number of national and regional television channels and digital platforms.
“Throughout this 12 months, the campaign will see a number of artistic executions land in excessive profile cultural moments throughout the 12 months from festivals to the cricket IPL. Over the course of the campaign, these movies can be accessible in English and 7 regional languages that embrace Hindi, Bengali, Assamese, Oriya, Gujarati, Marathi and Kannada,” he added.
Pant said shooting these films remotely was a “new and a difficult expertise” for everyone involved.
The campaign was shot in the early days of lockdown, and the production happened remotely following utmost standards of safety and precaution, he added.
“This meant casting needed to be accomplished protecting in thoughts the actors and the cinematographers who lived collectively, so nobody from exterior would enter the premises. The relaxation of the members of the family turned hair, make-up and costume assistants…For the primary time we heard, ‘Action, Mumma’ as a substitute of simply ‘Action’,” Pant mentioned.
He added that the shopper’s company and the director supervised the shoot via a WhatsApp video name, simply as they carried out the pre-manufacturing conferences (PPM) and displays.
In the previous, WhatsApp has run radio and print campaigns throughout varied Indian states, asking individuals to verify the veracity of info obtained as a ahead earlier than they share it with others as half of its efforts to curb the unfold of faux information on its platform.
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