WhatsApp launches ‘Not Even WhatsApp' global privacy campaign

HighlightsWhatsApp has launched its largest marketing initiative to date, 'Not Even WhatsApp', emphasizing that the platform cannot access users' personal messages due to end-to-end encryption. The campaign features a brand manifesto television advertisement directed by Achowe, showcasing everyday moments that highlight the importance of privacy in personal communications. Vivian Odior, head of WhatsApp marketing, stated that the campaign aims to emotionally resonate with users by reinforcing WhatsApp's privacy promise across multiple countries including India, the United States, the United Kingdom, Brazil, and Mexico.
WhatsApp has launched '
Not Even WhatsApp
', a global campaign to remind over 3 billion monthly users around the world how no one, not even WhatsApp, can see or hear your personal messages.
'Not Even WhatsApp' is WhatsApp's biggest marketing campaign to date and is a bold statement on privacy at a truly global scale.
The campaign kicks off today with a brand manifesto TV spot directed by Achowe, from Chalk and Cheese Films and was shot across locations in Delhi including around the banks of the Yamuna river, and Chandni Chowk.
Viewers are taken inside WhatsApp's point-of-view - on the other side of your phone screen - where no one, not even WhatsApp, can see your messages.
The TV spot brings the
WhatsApp privacy promise
to life by centering on the idea that even the most ordinary messages - voice notes to your mom, new looks in your selfies, long gossip sessions with friends, or late-night confessions - are deeply personal. Thanks to
end-to-end encryption
, they're completely private too.
End-to-end encryption keeps your personal messages and calls between you and the person you're communicating with. No one outside of the chat, not even WhatsApp, can read, listen to, or share them
The 60 second spot also features some of the most iconic local names in entertainment today, with Aamir Khan the voice in India in Hindi and English.
Vivian Odior, head of WhatsApp marketing, comments, "This campaign brings to life our privacy promise that no one, not even WhatsApp can see or hear your personal messages in the most emotional and relatable way - all centered in the everyday moments we are all so familiar with.'
'Not Even WhatsApp'
global privacy campaign
will include a series of activations over the coming months in India, US, UK, Brazil and Mexico.
It will run across TV, online video, digital, (D)OOH, audio and WhatsApp. In India the campaign will go live across 16 Indian states, including Delhi, Maharashtra, Karnataka, among others.
The campaign is hot on the heels of the latest addition to WhatsApp's multiple layers of privacy, "Advanced Chat Privacy." This new setting, available in both chats and groups, helps prevent others from taking content outside of WhatsApp for when you may want extra privacy.
Watch the video here:

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