WhatsApp has expanded its push towards inclusive digital communication with the rollout of the second phase of its India-focused initiative aimed at users who face barriers to text-based messaging.

The latest phase sharpens the platform’s focus on rural and semi-literate communities, positioning Voice Notes and Video Notes as intuitive, accessible alternatives to casual text messages and even conventional phone calls.

The campaign builds on the brand’s long-standing belief in bringing people closer together by enabling users to communicate safely and privately in ways that feel natural to them. Moving beyond its earlier short film ‘Baatan Hi Baatan Mein’, the initiative now adopts a more immersive, on-ground approach to reach audiences who may not be fully comfortable with typing or reading text.

Conceptualised and designed by Fundamental, the campaign has been executed on the ground by TriOOH, Superlative Films and Spark Foundry. It relies on hyper-local, culturally rooted formats to connect with regional audiences in familiar environments, making the adoption of voice and video messaging feel simple and relevant rather than intimidating or instructional.

A key highlight of the rollout is the strong emphasis on cultural and visual authenticity. WhatsApp collaborated with traditional artists to develop campaign artwork rooted in regional aesthetics. Gunny bags were printed at scale using labour-intensive screen-printing techniques by specialised artisans. In addition, a team of over 30 painters, many from Madhya Pradesh, worked under the guidance of Nafees Ahmad Khan and Ashok Kumar from Sagar, both of whom have dedicated their lives to preserving and evolving truck art as a craft.

Central to the campaign is the introduction of ‘No-Text User Guides’, which use simple, step-by-step visuals to explain how to use Voice Notes and Video Notes. Designed specifically for users who may not be able to read or write, these guides avoid written instructions altogether. Instead, they are painted or printed on everyday surfaces such as trucks, gunny bags and walls, ensuring the information appears organically within the daily lives of the target audience.