Marketing is an ongoing process and does not stop at any stage of a business, product or service. Right from the launch of a startup and its offerings, to when a company is a market leader and beyond, marketing plays an essential role in keeping the brand alive and relevant amongst the audience. This is why marketing is a continuous and important process. One would see the big players like Facebook, WhatsApp, Amazon, Google etc.,  launching brand marketing campaigns even today, irrespective of their position in the market. 

Recently, we saw WhatsApp launching its integrated marketing campaign-  ‘Message Privately’ which is live across Facebook, Instagram, TV, Radio, OOH and Digital. This Indian edition of its global consumer marketing campaign showcases various real life instances of  how WhatsApp is a safe space for everyone. 

In this digital era where privacy is of utmost priority and various social media platforms are struggling to provide that sense of security to their users & data, WhatsApp came up with a campaign that hits the right spot. The campaign's idea is to highlight the concept of privacy and how it leads to progress and fosters closeness in relationships. With WhatsApp being such an important and regular part of our lives, one should feel safe in sharing information over this platform and that is exactly what is highlighted through these ads. The campaign focuses on the end-to-end encryption feature which is not just another offering but a feeling that leads to human connections and progress. This campaign subtly reassures the audience about their dependability and reinforces the trust and reliability factor that WhatsApp has to offer. Localization is a great tool as it instantly connects with the audience and WhatsApp has made suitable use of this insight and used not only Indian faces but also very accurate situations that prevail in the Indian culture & household. 

This campaign was extremely important, as earlier this year WhatsApp was found to have a flaw that could allow hackers to access sensitive information of the users. India’s cyber agency, CERT-IN had alerted WhatsApp users about multiple vulnerabilities that were discovered in the app that could lead to a serious breach of information. 

Being relevant to your TG and communicating the brand promise other than the benefits , take any brand a long way. It is crucial for brands to keep in touch with their audience and strengthen their relationship from time to time in order to sustain a strong foothold in the market.