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By Amy Houston, Senior Reporter

December 20, 2022 | 2 min read

Meta-owned app claims it holds the record for the number of text messages and calls on Dec 31.

Ahead of the New Year’s Eve celebrations, messaging app WhatsApp has released a heart-warming campaign that shows how it connects loved ones around the globe.

In ‘The Fireworks Within,’ viewers see a range of different people texting, video calling and sending voice notes to friends and family. There’s a doctor finishing his shift, a woman who is having a bath instead of being with friends on the beach and a mother who can’t be with her daughter due to work commitments.

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Vivian Odior, head of global brand at WhatsApp, commented: “New Year’s is the one holiday that the world celebrates together and the most important thing people do that day is text or call a loved one. We’re excited to celebrate those private moments people have in appreciation of the record-setting use of WhatsApp on the holiday.”

The campaign will run until the end of the year in India, Brazil and the UK. To amplify it, there is a series of shorter clips for digital promotion and a content partnership with LadBible developed by Ketchum.

Andre Sallowicz, creative partner at AMV BBDO, added: “We wanted to remind people that the best thing about the new year really is our kinship with each other. It’s the internal fireworks that matter, not the ones outside. And those often happen at the very moment we receive that heartfelt message or call from someone close to us, even if they’re far away”

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