WhatsApp communicates privacy-first messaging in heartfelt campaign
WhatsApp has singled out its built-in privacy protections in the India edition of a global brand campaign designed to differentiate the messaging service from its rivals.
The release touts eight ’interlocking layers’ of protection, from encrypted backups to disappearing messages, affording users granular control of their privacy and conversations so that secrets stay that way.
A short film by BBDO personalizes what these privacy measures mean in practice by depicting a father and son engaged in heartfelt communication in complete privacy, whether in a restaurant or football stadium.
Avinash Pant, director of marketing for India at WhatsApp owner Meta, said: “This is our way of extending awareness and assurance to our users on how the new and existing built-in layers of protection help you message freely without compromising on your privacy.“
Josy Paul, chair and chief creative officer at BBDO India, added: “The film demonstrates WhatsApp being that ‘safe space’ for people like the father and son who have a very private and emotional conversation, amid hordes of people. You don’t know the exact exchange between the characters, you can’t see their messages because that’s private, but the simple shots of crowds disappearing, doors locking, CCTVs turning away, demonstrate how WhatsApp’s privacy features continue to provide the much-needed intimacy and protection throughout their most private moments.”
WhatsApp privacy features include the ability to leave groups silently without alerting other members as well as the ability to pick and choose who sees when you are online. The Meta-owned service also offers encrypted backups of chat history and the automatic removal of photos, messages and videos after a set time.
To give app users further piece of mind, block and report functionality exists for spam and nuisance content and a two-step verification process requires an optional pin number when accessing your account.
The Indian campaign mirrors a US campaign likening unprotected messages to opened mail.