WhatsApp has rolled out a campaign, 'Baatan Hi Baatan Mein', (just talking about things), for rural India aimed at making communication feel accessible, especially for users who aren’t comfortable reading or typing.

Conceptualised by Fundamental, the campaign consists of an ad film.

The film, shot in North-Central Madhya Pradesh, kicks off with a story rooted in the lives of millions of migrant workers. These are people who spend most of their time away from home, often struggling to stay in touch because of distance, patchy connectivity and unpredictable work hours. The film leans into that reality and shows how a small shift in how we communicate can make staying connected a little easier. At its heart, the story shows how WhatsApp’s voice and video notes bridge those gaps and allow a bond between two near-strangers, Aasha and Manoj, to slowly take shape and become something meaningful.

What we think about it: The film lands its emotional core well, grounding the tech in the real anxieties and rhythms of migrant life rather than forcing a product demo. But at nearly ten minutes, the storytelling drags in parts, instead of finding a tighter, fresher way to deliver its message.

The campaign was rolled out across social media on 18 November.