WhatsApp today launched the second film, part of its ongoing privacy campaign in India, focused on message privacy and WhatsApp’s interlocking layers of protection that come together to offer users more control and privacy over their conversations.
The film follows the launch of WhatsApp’s global brand campaign earlier in August that underscores WhatsApp’s built-in layers of privacy protections added over the years and how multiple privacy features enable and empower people to have meaningful conversations in their most vulnerable moments.
Conceptualized by WhatsApp and directed by Jess Kohl, the film features HS Prannoy, star player of the Indian badminton team that created history by winning the Thomas Cup title in May this year. The film captures the essence of privacy and how the team’s WhatsApp group, ingeniously called, “It’s coming home” gave them a safe and private space where they could not only strategize their game plan but also share their feelings in moments of self doubt. The film highlights WhatsApp’s privacy controls like end-to-end encrypted video calls, privacy settings like last seen and hidden online presence that promise users the privacy and security to share their most vulnerable moments and dreams that are larger than life, empowering them to live their dreams in private until they’re ready to be shared with the world.
Talking about the campaign, Avinash Pant, Director – Marketing at Meta India, said, “WhatsApp’s mission is to connect the world privately and this campaign highlights the multiple ways we defend privacy so users can feel free and confident with their messages. Through this film we want to celebrate our national champions who brought home the coveted Thomas Cup and demonstrate how WhatsApp provided them a safe space where they felt empowered to have private conversations even during vulnerable moments because they knew their messages were always protected and secure, no matter where they are. We want to show people the closeness that’s possible with WhatsApp’s built-in layers of protection without compromising on the assurance of privacy and personal space to live your dreams in private until they’re ready to be shared with the world.”