WhatsApp's privacy ad celebrates resilience, but misses showcasing digital tenacity

WhatsApp launched a privacy campaign focused on the importance of secure communication, demonstrating how its multiple layers of protection offer people more control and privacy over their conversations while engaging with friends, family and now businesses too.

The campaign highlights WhatsApp’s attempts to provide a secure space for people living away from home to have private conversations with their loved ones. It also shows how the app helps users build new communities and adjust to new surroundings and the communication platform’s prioritisation of user privacy.

Conceptualised by BBDO India and directed by 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, it shows how WhatsApp provides him a safe space to be his most authentic and confident self, even in his most vulnerable moments.

Amin added, “Interpreting and representing the true meaning of privacy that WhatsApp offers is both a challenge and a great opportunity. For this campaign, the company 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 is one that 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 of BBDO India, said, “The film demonstrates how WhatsApp’s privacy features provide the 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.”

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’, which help strengthen the security of 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—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 home and loved ones.”

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

Campaign’s take: It's often said that in India, one can notice a shift in culture every 50 to 200 kilometers. This can include differences in language, cuisine, clothing, music, and dance styles. It's like each region has its own unique flavour, making the country incredibly diverse, colourful and also challenging, especially for people who migrant to new cities.

WhatsApp’s campaign follows the story of Ikbir, a young chef from Punjab who moves to Bengaluru to work at a hotel and his struggles to connect with the local culture and language. However, inspired by his mother's advice, he decides to use food to connect with his colleagues, and his efforts to reimagine the local comforting dish Bisi Bele Bath in a classier version even gets him a pat from his senior.

Ikbir also goes out of his way to learn about Kannada culture, including celebrating local festivals like Ugadi. His colleagues notice his sincere efforts to embrace the local customs and reciprocate by making him feel welcome, even switching their WhatsApp group chat to English to include him.

While the ad evocatively captures how WhatsApp helps people connect with others, it sidelines the security features like ‘Block and Report’, ‘Two-step verification’ or ‘Meta Verified’, which was seemingly central to the company’s campaign brief. It could have done a better job showcasing how the platform’s features ensure private and secure connections and missed the chance to blend digital privacy with real-world inclusivity, showing how they work together to keep conversations safe while fostering a sense of community.