WhatsApp: Stemming privacy concern

Meta-owned digital messaging app WhatsApp ran a multi-channel campaign to address privacy concerns in India by launching its View Once feature.

The marketing objective

WhatsApp is the most popular free messaging and video calling app, and India is its biggest market with over 480mn+ users.

Towards the end of 2020 till mid-2021, there was increased sensitivity over privacy and data sharing regulations in the country. Primarily driven by global cues and policies on data sharing and privacy, there was heightened media coverage around the 'privacy' topic. WhatsApp internal policy change along with government intervention led to increasing privacy conversations among consumers with the consensus being that 'WhatsApp is not safe'.

WhatsApp had been an intrinsic part of people's lives and now...

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