WhatsApp has launched the India edition of its global brand campaign to raise awareness of its interlocking layers of protection that give people more privacy and control over their conversations while messaging.
The campaign focuses on educating users about WhatsApp’s built-in layers of privacy that have been added over the years, including three new privacy features – keeping groups silent, controlling who can see when you are online and block screenshots to “see once”. ‘ messages.
The new features were announced earlier this month as part of a global campaign, adding to a host of existing privacy features and demonstrating how WhatsApp’s multiple layers of privacy controls combine to offer users greater protection when having a truly private conversation when messaging.
Conceptualized by BBDO India and directed by Prakash Varma, the film brings to life a heartwarming exchange between a father and son in an intensely personal moment, showing how WhatsApp’s built-in layers of protection allow them to have the privacy and security of their lives. have a meaningful conversation when it matters most.
The film depicts the promise and strength of WhatsApp ‘privacy’ through features such as end-to-end encryption, two-step verification and hidden online presence, allowing the duo to express themselves freely despite the crowd in a restaurant or a football stadium.
Avinash Pant, Marketing Director at Meta India, said: “At WhatsApp, privacy is in our DNA and over the years we have constantly added layers of protection through product features that give users greater control. their messages. It’s our way of spreading awareness and assurance to our users about how new and existing built-in layers of protection help you message freely without compromising your privacy. We want users to know that they always have a safe and private space on WhatsApp, wherever they are! We believe it’s a great privilege that two billion people around the world trust WhatsApp to deliver their personal messages every day and this campaign is an affirmation of WhatsApp’s continued commitment to protecting their private conversations.
Josy Paul, President and Chief Creative Officer of BBDO India, said: “WhatsApp’s mission is to connect the world privately, and this campaign captures the essence of people who feel empowered to have private conversations even during vulnerable times because their messages stay protected and secure. The film shows that WhatsApp is that “safe space” for people like father and son to have a very private and emotional conversation, in the midst of hordes of people. You don’t know the exact exchange between the characters, you can’t see their messages because it’s private, but the simple shots of crowds disappearing, doors locking, CCTVs turning away, show how the features of WhatsApp privacy continue to provide the necessary privacy and protection throughout their most private moments.
Over the next few weeks, WhatsApp aims to educate users on each privacy feature through short films that will highlight their benefits and the steps to enable them so users can take advantage of WhatsApp’s built-in layers of protection, including :
- Quietly leave groups: Users will be able to leave a group privately without having to notify everyone.
- Choose who can see when you’re online: For those times when you want to keep your online presence private, WhatsApp introduces the ability to select who can and can’t see when you’re online.
- Screenshot blocking for View Once messages: WhatsApp enables screenshot blocking for View Once messages for an extra layer of protection. This feature is currently being tested and will soon be rolled out to users.
- E2EE by default: WhatsApp always protects your personal conversations with end-to-end encryption by default (regardless of device) so that no one, not even WhatsApp, except your recipient, can see or hear your conversations private personal.
- Encrypted backups: WhatsApp offers the option to back up your chat history with end-to-end encryption so that it is secure and accessible only with a password or encryption key. No other email service on our scale offers this extra level of security for your messages.
- Disappearing Messages: WhatsApp Disappearing Messages offers peace of mind with the ability to set durations for disappearing messages: 24 hours, 7 days or 90 days so users can send disappearing photos and videos after opening them.
- Block and report: Users can opt out of receiving messages and calls from certain contacts by blocking and reporting them if they send problematic content or spam.
- Two-step verification: For added protection, the two-step verification feature gives users the option to set a unique six-digit PIN that can be used when registering your phone number with WhatsApp. This optional feature adds another layer of security to their WhatsApp account.