WhatsApp’s privacy campaign is an ode to the resilience of people living away from home

India | July 30th, 2024: WhatsApp today launched a privacy campaign focused on the importance of secure communication, demonstrating how WhatsApp’s multiple layers of protection offer people more control and privacy over their conversations while engaging with friends, family, and now businesses too.

The campaign shows how WhatsApp creates a safe space for people living away from home, to have their most private conversations with their loved ones while building a new community and adjusting to a new life, underscoring WhatsApp’s commitment to user privacy through built-in layers of privacy and security features added over the years.

Conceptualized by BBDO India and directed by notable Indian film director, Shimit Amin, the ad film follows the journey of a young man who moves to a new city to pursue his passion for becoming a professional chef. Capturing some heartwarming and challenging moments of him adapting to a new culture, learning a new language, and finding his feet in a new work environment, we see how WhatsApp provides him a safe space to be his most authentic and confident self, even in his most vulnerable moments.

While end-to-end encryption is the foundation of what keeps calls and messages secure on WhatsApp, the film educates users on privacy features like Block and Report, Two-step verification, and Meta Verified that help strengthen the security of your conversations. A verified badge on a business profile helps customers identify trusted businesses on WhatsApp and empowers them to know that they’re chatting with the right business.

Vyom Prashant, Director, of Consumer Marketing at Meta, said, “Over the years we have added layers of security and protection with innovative features that empower users to have their most private conversations on WhatsApp, including talking to businesses they choose to. We’re proud to introduce this campaign that shows the vital role that private and secure messaging plays in people’s lives and how WhatsApp can be a safe space for people to say more and be more, especially when they’re living away from their homes and loved ones.”

Shimit Amin, a Notable Indian Film Director, said, “Interpreting and representing the true meaning of privacy that WhatsApp offers is both a challenge and a great opportunity. For this campaign, WhatsApp wanted to capture the essence of people feeling safe and empowered to have private conversations when they’re away from home and their loved ones. Our protagonist, Ikbir’s story will resonate with the millions of Indians who leave their homes and families in search of better opportunities, looking to do more with their lives but need the privacy to be vulnerable and connect with their loved ones, no matter how far away from home they are.”

Commenting on the campaign, Josy Paul, Chair and Chief Creative Officer, BBDO India, said, “As a champion of privacy, WhatsApp believes in creating a safe space that allows us to be more. The film demonstrates how WhatsApp’s privacy features provide much-needed intimacy and protection during the most private moments. The story of young Ikbir, who moves to a new city to achieve his dreams, is a story of vulnerability and strength. It is as much his story, as it is everyone’s story. It shows us that physical distance does not mean emotional distance. With WhatsApp, we can share intimate moments privately and be our most real selves with the ones who matter.

As part of the campaign, WhatsApp is also releasing a series of dedicated product films to drive user awareness of safety tools and features that equip people with the necessary safeguards to help protect them from online scams and frauds. Key safety features that can help users stay safe from scams include:

1. Two-step verification to add an extra layer of security to your account: WhatsApp allows users to add an extra layer of security to their account by enabling the Two-Step Verification feature, which requires a six-digit PIN when resetting and verifying your WhatsApp account. This is helpful in case a SIM card gets stolen or if the phone is compromised.
2. Block and report accounts that are suspicious: WhatsApp is a private and safe space for people to communicate with their loved ones and people who have your phone number. However, at times when users receive problematic messages from unknown numbers, some of which may include suspicious links, and request access to personal information, among others WhatsApp provides a simple way for users to ‘block and report’ the account to WhatsApp. If you receive a message from an unknown sender, WhatsApp provides users the option to block them, with additional details such as groups in common, along with safety tools if you need to take action.
3. Silence unknown callers: Designed to give you more privacy and control of your incoming calls, it helps to automatically screen out spam, scams, and calls from unknown people for increased protection. These calls will not ring on your phone but will be visible in your call list, in case it turns out to be someone important.
4. Identify trusted businesses with the Meta Verified badge: A verified badge on a business profile [labeled with a blue tick] helps customers recognize trusted businesses on WhatsApp so that you’re confident that you’re chatting with the right business. Verified business accounts have been authenticated using a multi-step verification process to help you know that the businesses you interact and message with are legitimate.

The national campaign will run across OOH, Print, Digital, and Cinemas in 8 Indian states including Uttar Pradesh, Madhya Pradesh, Haryana, Punjab, Delhi, Rajasthan, Maharashtra and Uttarakhand.