WhatsApp goes the Snapchat way through 'View Once' feature – Brand Equity

Facebook-owned social networking platform, WhatsApp has introduced ‘View Once’ feature through an advertisement where, photos and videos from the chat disappear once they have been opened and viewed. Launched in August, it’s very introduction gives users more control over their privacy which is a rising concern.Titled ‘Moving On’, according to media reports, the ad has been conceptualised by BBDO India and is directed by Jaydeep Sarkar. It shows the protagonist trying to move on from his partner, Mira after a breakup. Throughout the advertisement, through a series of photos and videos that are circulated on the platform, their viewing capacity immediately disables after the receiver views the image or video.Social media app, Snapchat has been the first platform to introduce this feature and, it is also available on Instagram DM (direct message), another service owned by Facebook.When it was launched, WhatsApp rolled out the feature initially to iPhone users with a new update but then announced that it would be for all users, including those using the app on Android devices. The ad is the latest from WhatApp’s ‘Privacy Matters’ campaign which also has been conceptualised by BBDO India. Building on its previous ‘It’s Between You’ that was introduced in…
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