WeChat's new ads rope in a 'Jaat' boy and a buffalo to highlight new features

Social communication app, WeChat, has launched its new TV commercial-led marketing campaign to promote new features recently introduced on the platform in a bid to make messaging more fun for Indian youngsters on smartphones. Each of the TVCs highlights a recently introduced new feature, whether it is real-time location sharing or video calling.

The campaign has been created by Publicis.

Commenting on this new campaign, Nilay Arora, VP, marketing and business development, 10c India said, “WeChat has always been a pioneer in bringing innovation to mobile messaging by continuously adding unique new features, localizations and educating users through a fun and honest marketing approach. At WeChat, we believe that technology should be approachable by everyone and it should enhance and enrich the lives of users.

The first film features with an over-the-top, blingy ‘Jaat’ boy who is in love with technology, his pet buffalo and WeChat, and outlines how he gets his precious buffalo a suitable groom through a

Watch the TVC here:

The second film highlights the ‘real-time location sharing’ ability of WeChat, featuring the same boy and his buffalo. In this ad, the buffalo is lost, and the boy redirects her home using real-time sharing of location.

Watch the ad here:

In our current campaign films, we have tried to portray the local flavours and the colourful life of India made richer throughWeChat. These new unique features that we’ve introduced have been launched after a lot of research on user behaviour and we’re confident of their uptake in India”, Arora added.

Firstbiz spoke to Bobby Pawar, director and chief creative officer, South Asia, Publicis Worldwide. Speaking about the campaign said, “The newWeChathas on many great new things on offer. We wanted a unique spokesperson to take it to people. And thus was born the Jaat Guy. He’s one who wants to embrace the world and connect with new people, but he will do it on his own terms, and in his own inimitable style.”

“The Jaat Guy is a lot like many of the young Indians who live and breathe on their smartphones - very proud of his roots and, at the same time, open to all the opportunities that our hyper-connected world has to offer. He’s driven by ingenuity and will give you cool tech advice, but deliver it in his brand of English, with a heavy rural accent and quirky twists ofgrammar. You may find his delivery funny and quirky, but, man, you will take what he says very seriously,” Pawar further added.

WeChat has always prioritized user convenience and innovation which add value to the overall social communication experience.