WhatsApp takes a snap; new function makes photos and videos disappear after opening

BBDO India exemplifies this trait through Ajju trying to move on after a breakup.

With the snap of a finger, Thanos wiped out half the population of the Marvel Universe. One moment they are there and the next they are gone.

WhatsApp, owned by Facebook, has introduced a similar feature, but, despite its original intentions, it’s not as nasty as Thanos’ deed.

The “View Once” function of the leading messaging app, introduced in August 2021, makes photos and videos disappear from the chat after opening and gives users more control over their privacy.

Snapchat, the social media app, has the fame of introducing this feature. “Erasing is our standard. This means that most messages sent through Snapchat are automatically deleted as soon as they have been viewed or have expired, ”says the website of the social media app.

What BBDO India did to illustrate WhatsApp’s “View Once” is to paint a touching story that most of us have experienced. It is Ajju’s journey to continue his life after his separation from Mira.

Avinash Pant, Director – Marketing at Facebook India, said: “With the launch of this campaign we wanted to show how the ‘View Once’ feature lives up to that commitment by telling the story of a young couple trying to move on and posting their breakup . “

“WhatsApp has always focused on developing features that give users better control over their private moments. While clicking photos or recording videos on our phones has become a huge part of our lives, everything we share doesn’t have to create a permanent digital record for us. “

Josy Paul, Chairman & Chief Creative Officer of BBDO India, added: “The film is about a young couple going through a breakup. You will witness phases of hesitation and vulnerability. You will see how the “Take a look” feature helps you stay connected and find the security to move on. The campaign celebrates authenticity, spontaneity and the freedom to be yourself in every moment. “

According to Jaydeep Sarkar, the ad’s director, “This story of two young people leaving a romantic relationship but still wanting to forge a new equation and friendship is so liberating and fresh. WhatsApp’s new “Take a look” function helps you move on without the baggage of the past. The way the brand feature and story are woven together is really magical. I wanted this film to feel real and raw, not just in the way it was narrated, but also in the moods it explored. “

The ad is the latest in WhatApp’s Privacy Matters campaign. Building on its previous “It’s Between You” campaign launched in July 2020, it reaffirms WhatsApp’s commitment to user privacy through its end-to-end encryption technology.

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