WhatsApp launches 'Moving On' film to demonstrate the ‘View Once’ feature

Continuing with the celebration of everyday moments, WhatsApp today launched a new film relevant to Indian audiences about its View Once feature. This film is a part of WhatsApp’s ongoing ‘Message Privately’ campaign.

The new film brings alive WhatsApp’s recently launched feature called ‘View Once’ that reinforces WhatsApp’s commitment to user-privacy and celebrates those moments and instances in life that don’t necessarily need to leave behind a permanent digital record, enabled by the ‘View Once’ feature.

Called ‘Moving On’, it nuances those micro-emotions that entail a heartbreak, like the fleeting urge to pick up the phone and hear that familiar voice, then not doing it. The film follows the journey of Ajju, who finds moments of strength, independence, and vulnerability that help him move on from his ex-girlfriend Mira. We see how he moves on in life and finds solace in moments exchanged using the 'View Once' feature on WhatsApp.

This phase of the campaign brings alive moments that feel more comfortable if shared only once using the View Once feature such as a quick and one time reaction to a wedding dress, picture of a newborn baby or a proposal. With WhatsApp’s ‘View Once,’ photos and videos disappear from the chat after they’ve been opened, giving users even more control over their privacy. The feature was launched in August 2021.

The India edition of WhatsApp’s ‘Message Privately’ campaign was launched in August this year and is built on the previous ‘It’s Between You’ brand campaign (launched in July 2020). With its overarching concept around how, privacy leads to progress and fosters closeness in relationships, the new film, ‘Moving On’ highlights the ‘View Once’ feature, while narrating the intimate story through affectionate instances of how WhatsApp remains a private space for users to share their most personal moments while helping them open up with each other, as they like.

While commenting on the campaign, Avinash Pant, Director - Marketing at Facebook India, said, “WhatsApp has always focused on building features that give users a better control of their private moments. While clicking photos or shooting videos on our phones has become a big part of our lives, not everything we share needs to create a permanent digital record for us. With the launch of this campaign, we wanted to showcase how the ‘View Once’ feature delivers on this commitment by narrating the story of a young couple who are trying to move on post their break up.”   

The campaign has been conceptualised by BBDO India. Josy Paul, Chairman &Chief Creative Officer, BBDO India comments “You don’t have to think twice when you ‘View Once’. That’s because when you use the new ‘View Once’ feature, your photos and videos can’t be seen again. The film is about a young couple going through a break-up. You witness the stages of hesitancy and vulnerability. You see how the View Once feature helps them stay connected and find the confidence to move on. The campaign celebrates authenticity, spontaneity and the freedom to be yourself in every moment.”

The ad-film is directed by Indian film-maker Jaydeep Sarkar - “This story of two young people who are moving on from a romantic relationship, but still want to forge a new equation, a new friendship, is so liberating and fresh! WhatsApp’s new feature ‘View Once’ helps them move on without the baggage of the past. The way the brand feature and the story are interwoven is truly magical. I wanted this film to feel real and raw, not just in its telling but also in the moods it explored.”

The campaign will be LIVE across Facebook, Instagram, TV, Digital and OOH and will include content tailor-made for Instagram and Facebook in the form of vertical short format stories, Gifs and Motion posters to drive relevance.