WeChat decided to tap into the need for constant contact and the sense of empowerment to it users in new and engaging ways. To get the message across WeChat created a funny line of communication. The TVC which is released reflects the observations of an 'urban villager' who is called 'Jaat Guy' and his beloved buffalo Katrina.

The Jaat Guy is 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. He is a symbolic embodiment of many young Indians who live and breathe through their smartphones - very proud of their roots and, at the same time, open to all the opportunities that the hyper-connected world has to offer.

In the ad film Jaat Guy is seen driven by ingenuity and who gives cool tech advice in his own brand of English - heavy rural accent, quirky grammatical twists.

To communicate and position WeChat as the starting point of all conversations and interactions - #StartHere . To engage with the audience more effectively four new features needed to be advertised; radar 'for easily adding people within close range, real time location sharing and tracking, video calling and favourite to store your favourite pictures, music, videos in the cloud.