WhatsApp has officially launched its latest global campaign, Not Even WhatsApp, aimed at reinforcing its core privacy promise to more than three billion monthly users worldwide: no one — not even WhatsApp — can access your personal messages.
The campaign debuted with a powerful brand manifesto TV spot, directed by Achowe of Chalk and Cheese Films, filmed across iconic locations in Delhi including Chandni Chowk and the banks of the Yamuna River. The film offers a unique perspective from inside the WhatsApp screen, immersing viewers in the private and personal world of messaging — a world even WhatsApp can’t access.
With narration by Bollywood legend Aamir Khan in both Hindi and English for the Indian audience, the spot highlights how even the most routine messages — from voice notes to your mom, mirror selfies, to late-night confessions with friends — are safeguarded by WhatsApp’s end-to-end encryption. This means that messages and calls remain strictly between you and your recipients — inaccessible to anyone else, including WhatsApp.
The campaign comes as WhatsApp continues to roll out its latest privacy feature: Advanced Chat Privacy. This feature adds another layer of protection by helping users keep their content within WhatsApp, especially in sensitive conversations or groups. It complements other privacy tools such as Privacy Checkup, which provides step-by-step guidance to strengthen account security and customize privacy settings in one place.
Vivian Odior, Head of Marketing at WhatsApp, said,
“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.”
The Not Even WhatsApp campaign will roll out across multiple global markets including India, the US, UK, Brazil, and Mexico. In India, activations will span 16 states through TV, online video, digital, audio, WhatsApp messaging, and outdoor advertising.
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