Disclaimer: These are solely my own view and interpretation which may or may not differ from the company’s original ideology.

Small Introduction of the campaign:-

The Facebook-owned messaging app made 2 different 60 seconds video ads under the campaign #ItsBetweenYou  in collaboration with film director Gauri Shinde and ad agency BBDO which was on air on 4^th July 2020. This ad was launched on TV as well as online digital media and different OTT platforms.

This ad was made  to deliver the emotional touch between two people by showing 2 different scenarios.  And they are also mentioning the encryption of data and how the data privacy has been taken care.

The main thing is this is whatsapp’s second ad which has been delivered on Indian televisions.  And their very own first campaign which is launched in the lockdown.

Breakdown of ad 1:

In above ad they have shown very emotional and beautiful relationship between nurse-patient. In this ad we can see due of  lockdown nurse and patient who are away but still they are communicating with each other via whatsapp. In this ad whatsapp is showing how those two people are using messaging, voice note, media sharing and video calls. So that means that nurse is able to help the old lady and treat her with all the emotional support.

Breakdown of ad 2:

In this ad we can see a beautiful bond between two sisters. In this ad one of the sisters sends a picture holding her grown hair during lockdown and she wants to trim her hair. So other sister helps via video call to her.  She gives her idea to do that and helps her to cut and brings the smile on her face. This ad shows the utilization of video call service and media sharing with the pinch of emotion.

Marketing Concept  Which Relates To The Campaign:

Emotional Marketing:

Emotional marketing refers to marketing and advertising efforts that primarily use emotion. Your audience notice, remember, share, and buy on emotional ground. Emotional marketing typically taps into different emotion basically single emotion, like happiness, sadness, anger, or fear, to elicit a consumer response. (source: blog.hubspot.com)

In the case of whatsapp’s campaign, they are using emotional marketing fundamentals. In case of the emotion they are using happiness as the tool to promote them self.

Utility Marketing:

Utility marketing is the concept whereby a brand interacts with  the consumer at the moment of a non-commercial need, addresses their need, becomes a part of their life, and remains with them for when they’re ultimately ready to make a purchase. (Source: http://www.webstrategiesinc.com)

In other words utility marketing is a concept which concentrates on different feature and specification of the product to market and advertise.

In this case whatsapp has used their utility features like messaging and video calling and media sharing. So they have used a fusion of utility marketing and emotional marketing.

Digital Needs- Pyramid of Maslow 2.0:

From above pyramid we can understand the hierarchy of the digital world and whatsapp is actually using the belonging and love needs and describing it via the campaign. These are the different concepts which are used by whatsapp in #ItsBetweenYou campaign.

Shail Vajani