“WhatsApp is such a daily part of our lives in all sorts of ways and that goes without saying, but it was critical to focus on where privacy would play an important role in an Indian context”, says Amin.

Localisation is a key in the global campaign that has been launched in many markets already.

“How is this brief relevant for Indian audiences”, was always a question before all of us, says Shimit Amin, famous Indian filmmaker and director of the campaign.

It’s privacy that leads to beautiful moments of progress.” Adds Paul, “the campaign brings to life the joy of privacy in all its everyday drama and diversity.

Interestingly, in the films, the exchange between the characters is never revealed and remains private, which is deliberate.

Comparing WhatsApp to the living room setting - private and intimate - Josy Paul, chairman, BBDO India says, “it’s that safe place where we can all thrive and that’s our truth which is what we set out to capture through relatable stories and moments.”.This campaign, according to Pant, is an affirmation of the faith of two billion people around the world who trust WhatsApp to deliver their personal messages every day.The campaign is built on several real-life stories from our everyday lives, he adds. As per Avinash Pant, director - marketing at Facebook India, the campaign’s task is to highlight that the privacy provided by WhatsApp through end-to-end encryption, is not just a feature, but a feeling and one that leads to real human connections.

India is no different from the growing need for privacy.

The campaign comes at a time when privacy has emerged as possibly the single largest concern, even as social networking and messaging sites like Facebook and WhatsApp grow in size and penetration across the globe.

In addition, it would also include content tailor-made for Instagram and Facebook in the form of vertical short-format stories, Gifs, and motion posters to drive relevance.

The integrated marketing campaign launches on television with two lead films and plans include amplification through radio and OOH.

Is whatsapp safe in india