For India to win at the biggest stage dominated by other countries for a sport that got less coverage than cricket is a huge deal. It is the story of an underdog country, where a group of athletes decided to do things differently is an inspirational and emotional narrative, and a proud moment for Indians.

In 2022 the Indian Badminton team created history by bringing the coveted Thomas Cup home, the World Cup for Men’s Badminton. Through WhatsApp, they could plan and strategize their game with multiple layers of protection protecting their privacy.

While WhatsApp was ready to be established as the trusted, preferred leader in privacy through their superior layers of protection, and wanted to make Indian users realize they don’t need to just rely on a single layer of defense to protect what matters most to them.

To connect even deeper with consumers, we launched a mini-docu that interviewed H S Prannoy, Indian National Badminton player who started a WhatsApp group, to show how WhatsApp’s multiple layers of protection led them to plan and strategize with the team in privacy, leading them to win the World Championship of men’s Badminton.. We told an authentic story of an underdog team in India and how they planned their dream to win the cup in the privacy of WhatsApp, until it was ready to be shared with the world.

To connect even deeper with consumers, we launched a mini-docu that interviewed H S Prannoy, Indian National Badminton player who started a WhatsApp group, to show how WhatsApp’s multiple layers of protection led them to plan and strategize with the team in privacy, leading them to win the World Championship of men’s Badminton.. We told an authentic story of an underdog team in India and how they planned their dream to win the cup in the privacy of WhatsApp, until it was ready to be shared with the world.

We had the challenge to tell a real story, ground it in away where Indians felt the emotion of the underdog national team winning at a global stage with real game footage and what we shot. To bring footage from different frames of time and weaved it with what we shot into a single but powerful narrative was a task that was helmed by the editing team to create a resonant and relatable story for the Indian market. With matchcuts of moments from the existing footage during the real game and setting it in line with the stylized footage of vulnerability of characters, whilst creating a variable rhythm to emote was pure edit magic.

High impact tentpole moments for the brand with outstanding execution and results reignited privacy conversation globally with elites. Conversations mentioning WhatsApp amounted to +1,733% WoW growth, a reach of 16.6MM.

Gained 113k+ new followers in these two weeks alone, up 250% from the previous two weeks.

Creative testing indicates ‘interlocking layers’ messaging framework and creative campaign strategy resonates with target audiences and results in positive privacy sentiment.

When the video was shared by H S Prannoy, it was reshared by Indian Olympic medalists, influencers and other international sports brand that sponsor Badminton athletes.

The work became Ad of the Day at one of the biggest publications in Asia including Times of India, India Today and Campaign India Asia, Economic Times Brand Equity, Times Now, Financial Express, etc.

YouTube: 8.4MM views, 6.2K likes

IG Reels: 158k plays, 6K likes, 1.5k shares

FB: 71.2k views, 1.7k likes, 85 shares

Prannoy’s IG: 6k