WhatsApp unveiled its latest privacy initiative in Mumbai with an immersive 3D anamorphic installation at the Gateway of India that highlighted its multiple layers of protection and privacy controls.
This was the the first ever 3D anamorphic installation at the Gateway of India! It transformed the landmark into a digital experience showing how WhatsApp’s privacy layers work together to a create safe space for private messaging.
The best bit? The brand used creative storytelling and hyperlocal symbols that are synonymous with the city of Mumbai, like the kaali-peeli taxi, red post box, iconic street lamps and of course the all-too-famous pigeons at the Gateway of India!
Highlighting features like end-to-end encryption, two step verification, silence unknown callers, disappearing messages – the installation followed the journey of a WhatsApp message between a sender and the intended recipient and no one in between – reinforcing how WhatsApp’s privacy features offer users full control over the privacy of their messages.
Sandhya Devanathan, Vice President of Meta India, said, “Privacy is at the core of everything we do at WhatsApp and we’re excited to see the next phase of our privacy campaign light up the Gateway of India and raise user awareness around WhatsApp’s privacy features and multiple layers of protection. The eye-catching, one of a kind anamorphic privacy installations will be the first time the landmark will witness such immersive storytelling in true Mumbai style and reinforce WhatsApp’s continued commitment to launch privacy features that strengthen our existing layers of protection, giving people full control over the level of privacy they need while messaging their friends and loved ones.”
The Gateway of India installations are part of WhatsApp’s global privacy campaign announced earlier in June, which was amplified across social, digital, broadcast channels, in print and on billboards across India. The campaign also included the launch of new privacy features like silence unknown callers and privacy checkup, along with an on-ground activation with mirrored messages in malls across Delhi in partnership with Anushka Sharma.