MAM
WhatsApp’s privacy campaign ‘It’s coming home’ brings new TVC with star badminton player HS Prannoy
Mumbai: On Friday, WhatsApp announced the launch of a new film under its privacy campaign in India. The campaign is focused on message privacy and WhatsApp’s interlocking layers of protection that come together to offer users more control and privacy over their conversations.
Conceptualised by WhatsApp and directed by Jess Kohl, the second film under the campaign “It’s coming home” features Indian badminton player HS Prannoy, who created history by winning the Thomas Cup title in May this year.
The film brilliantly depicts the value of privacy and how the team’s WhatsApp group, cleverly named “It’s coming home,” provided them with a secure, private setting where they could not only plan their strategy but also express their emotions in times of self-doubt.
The film focuses on WhatsApp’s privacy features, such as end-to-end encrypted video calls, privacy settings like last seen, and hidden online presence, which guarantee users the privacy and security to share their most vulnerable moments and life-altering dreams, empowering them to live their dreams in private until they are ready to be shared with the rest of the world.
The film comes after WhatsApp’s earlier-in-August launch of a global brand campaign that emphasised the messaging app’s built-in layers of privacy protections added over time and how various privacy features enable and empower people to have meaningful conversations in their most vulnerable moments.
Embed Link: https://www.youtube.com/watch?v=aCsz33JHUVk
Speaking about the campaign, Meta India director of marketing Avinash Pant said, “WhatsApp’s mission is to connect the world privately and this campaign highlights the multiple ways we defend privacy so users can feel free and confident with their messages. Through this film, we want to celebrate our national champions who brought home the coveted Thomas Cup and demonstrate how WhatsApp provided them a safe space where they felt empowered to have private conversations even during vulnerable moments because they knew their messages were always protected and secure, no matter where they were. We want to show people the closeness that’s possible with WhatsApp’s built-in layers of protection without compromising on the assurance of privacy and personal space to live your dreams in private until they’re ready to be shared with the world.”
Commenting on the film, Prannoy said, “Being a part of the Thomas Cup squad was an honour, and I knew to win the title as a team, we had to communicate as a team and go through those moments of hardship, emotional vulnerability, and self-doubt together. WhatsApp was that safe space for us where we could have conversations, strategize and share our most private moments, thoughts and ambitions away from the public eye. Every time I looked at the WhatsApp group name “It’s coming home” it gave me the confidence and fervour to make my dreams a reality. In a country that loves cricket, my dream was to make people love badminton as much as I do and to inspire the next generation of players to believe in themselves and the sport.”
Rising living costs, longer financial responsibilities, and changing household structures are reshaping how Indian families plan for long-term financial security. In this shifting environment, life insurance is increasingly being viewed as a core part of structured financial planning rather than an optional protection tool.
Securing Your Family’s Finances with Life Insurance
Life insurance plays a role in family financial planning by supporting income continuity and long‑term financial responsibilities in the event of an unexpected loss. With this coverage amount, the family can continue to maintain their daily needs, fund children’s education, repay debts, and meet other financial obligations.
Beyond basic financial protection, life insurance has expanded to support long‑term planning objectives, helping families manage education costs, liabilities, and continuity of income.
Retirement Benefits with Life Insurance
As India’s workforce becomes more conscious of post‑retirement income security, life insurance is increasingly linked with retirement planning. Regular income options integrated into insurance products are being viewed to reduce dependence on external support systems later in life.
Save your Income Tax with Life Insurance
Tax efficiency remains one of the reasons families factor life insurance into financial planning, as it continues to be recognised under prevailing tax provisions as a long‑term savings and protection tool.
Policy Flexibility and Early Adoption Trends
Early adoption and flexible policy design have also contributed to growing relevance, as insurers respond to broader financial planning needs across different life stages.
How Life Insurance is Evolving for Family Financial Planning
- Easier Digital Access
Purchasing a life insurance policy no longer involves loads of paperwork, multiple visits to the insurance office, etc. With online options, purchasing and managing life insurance policies has become much easier.
You can compare various insurance plans online, get instant quotes for premiums, opt for paperless documentation, and avail of faster claim settlements. This also helps maintain transparency among policyholders.
- Growing Popularity of Term Insurance
Term insurance plans are becoming more popular because of their high coverage and affordability. This shift reflects a growing preference for high‑coverage, cost‑efficient protection aligned with practical family responsibilities.
- Focus on Long-term Family Goals
As financial planning becomes more structured and long‑term in nature, life insurance is increasingly viewed as foundational rather than supplementary. Its role in addressing income continuity, long‑term obligations, and evolving family needs explains why relevance continues to grow in today’s planning conversations.
