In a vibrant showcase of cultural fusion and technological innovation, Gimmicks Productions took the helm of the India segment for WhatsApp’s illustrious New Year’s Eve (NYE) Global Campaign, choosing the bustling cityscape of Mumbai, India, as its canvas. This ambitious project was part of a worldwide initiative to capture the essence of New Year’s celebrations across different cultures and landscapes, reflecting WhatsApp’s commitment to bringing people together, regardless of distance or differences.

The Mumbai segment stood out for its dynamic portrayal of the city’s unique blend of tradition and modernity, set against the backdrop of its iconic landmarks and bustling streets. The choice of Mumbai was deliberate, intending to highlight the city’s spirited community and its ability to merge age-old traditions with the pulse of contemporary life—a perfect metaphor for WhatsApp’s mission of fostering connections. Adding to the authenticity and local flavor, the project was shot in the iconic mode of transport called the Tuk Tuk, or the Auto Rickshaw, widely used by the common man in India. This choice further underlined the blend of tradition and modernity that defines Mumbai.

Leveraging cutting-edge technology, the project was shot on an iPhone 15 Pro Max, showcasing the device’s advanced capabilities in capturing high-quality video. This not only emphasized the project’s innovative spirit but also allowed for a seamless digital relay of the live footage to clients in LA and Mexico, bridging continents in real-time and exemplifying the global connectivity that WhatsApp aims to foster.