WhatsApp has unveiled Not Even WhatsApp, a global campaign to remind over three billion monthly users around the world how no one, not even WhatsApp, can see or hear your personal messages.
The campaign kicked 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.
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.
Advanced Chat Privacy builds on other useful tools that WhatsApp provides including Privacy Checkup that allows you to access step-by-step guidance to help strengthen the security of your account and customize your privacy settings all in one place.
Not Even WhatsApp ‘s 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.
Link to the ad campaign:
Vivian Odior, Head of WhatsApp Marketing, commented, “WhatsApp is the next best thing to an in-person conversation. 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.”
