We’ve unveiled an immersive anamorphic installation at Mumbai’s iconic landmark, Gateway of India, to raise awareness around WhatsApp’s privacy features and multiple layers of protection. The anamorphic installation will include 3D billboards and light projection on the monument facade.
The digital experience will showcase how WhatsApp’s privacy layers work together to create a safe space for private messaging while using symbols that are synonymous with the city of Mumbai like the kaali-peeli taxi, red post box, iconic street lamps and of course, the pigeons at the Gateway of India.
The installation follows the journey of a WhatsApp message between a sender and the intended recipient, and no one in between, and highlights features like end-to-end encryption, two step verification, silence unknown callers, disappearing messages – reinforcing how WhatsApp’s privacy features offer users full control over the privacy of their messages.
“Privacy is at the core of everything we do at WhatsApp. 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 installation uses innovative and immersive storytelling in true Mumbai style to reinforce WhatsApp’s continued commitment to launch 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.” – Sandhya Devanathan, Head and VP, Meta in India
The Gateway of India installations are part of WhatsApp’s global privacy campaign announced earlier in June which has appeared on 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 and an on-ground activation with mirrored messages in malls across Delhi in partnership with Anushka Sharma.