WhatsApp on Saturday launched its first brand campaign in India that narrates real stories about how Indians communicate daily on WhatsApp with their closest relationships.Also Read - Third Wave of Corona May Hit India This Month, Likely to Peak in October: Experts Who Predicted Second Wave

The campaign called ‘It’s Between You’ gives thrust on WhatsApp’s commitment to privacy, the company said in a statement. Also Read - India Assumes UNSC Presidency For August; Country to be Voice of Moderation, Says Jaishankar

“With WhatsApp’s end-to-end encryption, we come closest to replicating real-life interactions and that’s when we can truly be ourselves. The conversations you have, the jokes you tell and the memories you relive belong to you and deserve to stay between you,” said Avinash Pant, Director, Marketing at Facebook India. Also Read - Tokyo Olympics 2020: Twitter Sends Wishes to PV Sindhu as She Faces World No.1 T.Y Tai in Semifinals

WhatsApp collaborated with Gauri Shinde, a celebrated Indian Bollywood director along with BBDO India to create two 60-seconds ads, each highlighting how WhatsApp’s features like texts, video calls or even a voice message, help replicate in-person conversations and bring people closer.

One ad is based on a true story about an elderly woman and her caregiver, who are now separated from each other.

“From how to bring together the cast and crew that were right for the part and happened to be living together, and directing over a WhatsApp video call, to doing all the post production work without being physically present, it’s been really rewarding,” said Shinde.

The second story is at the other end of the spectrum of emotion, which is a light and fun film about a younger sister giving joyful courage to her elder one through a WhatsApp video call, when the latter feels vulnerable and hesitant to give her a haircut at home.

“WhatsApp is designed to help friends and family communicate as well as help users connect with a business that is important to them,” said the company.