WhatsApp has launched its rural-facing campaigns, aimed at empowering new users by making digital communication accessible regardless of reading or writing skills. Conceptualised by independent agency Fundamental, the initiative positions Voice Notes and Video Notes as intuitive alternatives to text messaging, removing a key barrier for millions across rural India.
Set in North-Central Madhya Pradesh, the campaign debuts with Baatan Hi Baatan Mein, a short film inspired by the lives of migrant workers who spend long periods away from their families. For many, staying connected is difficult due to distance, inconsistent network quality, and irregular working hours.
The film follows Aasha and Manoj, two near-strangers whose relationship deepens through simple voice and video exchanges on WhatsAppunderscoring how audio-visual communication can bridge emotional and logistical gaps.
Targeted at semi-rural and rural audiences, the film will run across single-screen theatres in Madhya Pradesh and will travel to over 240 villages and hamlets through mobile cinema screenings. It will also stream as a short film on platforms including Zee5 and JioHotstar.
The long-format film will be supported by a series of educational short videos and text-free “Ambient User Guides,” designed to be understood entirely through visuals another step to reach users with minimal literacy.
Neeraj Kanitkar, Co-Founder of Fundamental, said the team leaned on the idea of “pebbling”—small voice or video notes that, collectively, carry the weight of deep emotional exchange. “Given the sharp focus on rural India, we needed something audacious yet deeply human. Just an ad wouldn’t do,” he said, crediting director Amit Sharma for elevating the story with cinematic realism and cultural authenticity.
Sharma, a National Award–winning filmmaker, said the script “demanded a wide canvas” to capture the nuances of relationships shaped by migration, distance and hope. “It isn’t the story of just Aasha and Manoj, it’s the story of millions,” he added.
Credits
Agency: Fundamental
Leadership & Creative: Nishant Saurabh, Pallavi Chakravarti, Anand Murty, Neeraj Kanitkar
Creative & Design Team: Gauri Burma, Jyoti Patil, Pradnya Shirke, Shivika Maheshwari
Accounts & Studio: Neha Khaneja, Lyncia Noronha, Bhavi Gala, Selva Nadar
Production House: Chrome Pictures
Director: Amit Sharma
Executive Producer: Napolean Daniel Amanna
Client: Meta – WhatsApp
Key team: Vyom Prashant, Jasveen Kaur, Natasha Kapoor, Radhika Sabherwal, Rashi Gupta
