WhatsApp has rolled out a campaign, ‘No-Text User Guide’. The campaign is released as a part of the brand’s initiative to empower people of rural India to take to texting.

Conceptualised by Fundamental, the on-ground activation was executed by TriOOH, Superlative Films and Spark Foundry. The ad opens with individuals from rural India speaking about how they live away from their families for extended periods. It then introduces WhatsApp as a platform that enables them to stay connected, even without the ability to read or write. With the help of its ‘No-Text User Guides’ - a simple, step-by-step visual instructions designed for audiences that may not be able to read or write. The guides have been painted and printed on native surfaces such as trucks, gunny bags and walls that fit organically into the lives of the cohort.

What we think about it: The ad film is a thoughtful and emotionally grounded piece that addresses a real and often overlooked barrier to digital inclusion. WhatsApp is introduced not as a product being promoted, but as a solution that already fits into people’s lives. Overall, the film succeeds in blending emotion, purpose, and practicality. 

The film released on 15 December.