India doesn’t just use WhatsApp. It lives there.
Voice notes over lunch. Video messages across time zones. Family groups that never sleep. WhatsApp isn’t a messaging app in India – it’s the connective tissue of everyday life.
Which means the work here isn’t just communications.
It’s culture.
And culture in India moves fast, feels deep, and absolutely does not respond to a lecture.
Lucky You
A scam message you actually want to share.
Scams are a growing issue on WhatsApp in India.
And education is critical.
But the more serious the message, the less people engage.
So we flipped it.
We brought back Abhay Deol in his most beloved role – Lucky, the charming rogue from Bollywood cult classic Oye Lucky! Lucky Oye! – 16 years later, same energy, new agenda. This time, Lucky was teaching you how not to get conned.
A reimagined soundtrack. A full Bollywood production. A scammer helping you outsmart scammers.
Infotainment as public service.
Joy as the delivery mechanism.
The result? Tens of millions of views in weeks – and a piece of “infotainment” that turned awareness into action,
without a single scare tactic.
Baatan Hi Baatan Mein – Between The Words
Connection doesn’t need perfect spelling. Just a voice.
Not everyone in India reads. Not everyone types.
But everyone has something to say.
For many first-time smartphone users -especially in rural and semi-rural communities – text can be a barrier.
Not just technical. Emotional.
So instead of pushing messaging as text,
we reframed it as something more natural: talking.
“Baatan Hi Baatan Mein” (In the midst of conversation) was a 9-minute branded film set in rural Madhya Pradesh -following a newly married couple navigating distance, work, and a new relationship, learning to love each other, not through perfectly written messages, but through voice notes and video snippets. Real moments.
Set in Madhya Pradesh. Shot with honesty. Distributed everywhere India actually watches – YouTube, Zee5, JioHotstar, and 240+ village screens through travelling cinemas.
Baatan Hi Baatan Mein wasn’t a product demo dressed up as a story. It was a story that happened to show what was possible. The difference matters.
Rural romance. Real connection. A gentle, powerful argument that the voice is the most human technology of all.
And in doing so, it repositioned voice and video messaging not as features,
but as bridges.
Not Even WhatsApp
Privacy is easy to claim. Hard to feel.
End-to-end encryption is the foundation of everything WhatsApp promises – but it’s a technical concept. Abstract. Easy to nod at, impossible to hold.
The brief was to make people feel it.
We took the camera inside the conversation with the film flipping the camera to the other side of the screen –
inside the app itself. Not showing the interface – showing the moment.
everyday moments.
A voice note sent across a city. A late-night confession. A shared selfie between two people who trust each other. The film doesn’t explain encryption. It shows what encryption protects and how it feels.
A simple, definitive idea:
no one – not even WhatsApp – can read or hear your messages.
Shot across real locations in Delhi and brought to life through a calm, observational lens, the film makes something abstract feel tangible – privacy you can see by its absence.
A quiet but radical truth:
the most personal things you say
belong only to you and the people you say them to.
