WhatsApp has launched a new privacy campaign featuring Abhay Deol in a nostalgic music video remake of the popular track “Oye Lucky Lucky Oye”. The campaign is designed to educate users on avoiding common online scams by using WhatsApp’s built-in privacy tools. This reimagined music video uses a familiar tune to convey a serious message: stay safe from scams like fake job offers, impersonation fraud, and OTP scams. The company aims to make privacy tools feel like second nature to users, ensuring they’re equipped to recognize and avoid these frauds.
Collaborating with BBDO India, WhatsApp reworked this iconic Bollywood track to creatively promote scam awareness. By tapping into nostalgia, the campaign hopes to reach audiences in a fun yet informative way, making it easy for users to remember the importance of privacy settings and safety features. The music video shows relatable scenarios of how everyday users can fall for scams and emphasizes the need for caution. With a catchy tune and familiar scenes, it highlights simple ways to use privacy settings to protect one’s information.
The campaign follows WhatsApp’s July privacy initiative, which focused on promoting user safety and spreading awareness about available security tools. Through this new video, WhatsApp builds on that message, offering users practical tips to secure their online interactions. The goal is to embed safety habits into users’ daily routines, helping them feel confident in spotting scams.
Commenting on the video, Abhay Deol shared his excitement about recreating such a beloved track. “Bringing back the nostalgia of ‘Oye Lucky Lucky Oye’ with a fresh twist was amazing,” he said. “This campaign isn’t just about entertainment – it’s about helping people understand online safety in an engaging way. I hope the video brings awareness and reminds everyone of the value of WhatsApp’s safety features.”
Vyom Prashant, Meta’s director of consumer marketing, emphasized that user safety is at the core of WhatsApp’s mission. He explained that the campaign aims to make privacy and safety feel natural to users, ensuring that WhatsApp’s features are easy to use and accessible for everyone. He expressed hope that the music video would resonate with users and encourage them to take advantage of WhatsApp’s privacy tools as part of their daily habits.
Reflecting on the creative process, Josy Paul of BBDO India said, “We wanted to educate people about avoiding scams by tapping into the power of music.” Reimagining a song as catchy as “Oye Lucky! Lucky Oye!” was part of BBDO’s strategy to connect with audiences on a relatable level. Paul added that this approach would help people easily remember the safety message, making it an effective way to build awareness about online security.
Through this engaging campaign, WhatsApp is addressing a real concern for users across India, who are often targeted by scammers. By spotlighting the risks and showing how to use WhatsApp’s multiple layers of protection, the company aims to give users peace of mind and the knowledge to protect themselves.
Deepanjali
