logo
Seen, sent, but never read – WhatsApp's new privacy story

Seen, sent, but never read – WhatsApp's new privacy story

Mint26-05-2025
In its boldest marketing move yet, WhatsApp has launched 'Not Even WhatsApp"—a global campaign that puts privacy front and centre. The 60-second TV spot in India, directed by Achowe and shot across Delhi's Yamuna banks and Chandni Chowk, flips the camera to the app's POV—where your most mundane messages stay unseen, even by WhatsApp itself.
With Aamir Khan lending his voice in India, the film plays like a love letter to everyday messaging: from voice notes to moms, to gossip sessions and late-night confessions. It's all end-to-end encrypted, the ad reminds us, and that's the selling point, wrapped in local sights, sounds, and sentiment.
Also Read | Annapurna's Mother's Day Miss: Where's the brand in the beauty?
The timing is strategic. As India revisits data protection laws and rivals like Signal continue their quiet rise, Meta is reasserting trust. A star like Khan adds credibility without triggering political baggage.
The campaign also highlights the new 'Advanced Chat Privacy" toggle, though subtly, alongside WhatsApp's other privacy tools like Privacy Checkup.
It's smooth, emotional, and miles ahead of the usual tech gobbledygook. If Meta follows it up with an intuitive product experience, this could help fix a trust gap it has long been trying to bridge.
Also Read | Are advertising agencies dying? Long may the art of persuasion live
WhatsApp's latest ad campaign doesn't just sell a feature, it sells a feeling. In its biggest global marketing push yet, the messaging giant has unveiled 'Not Even WhatsApp", a bold declaration that your chats are yours alone. No snooping. No leaks. Not even from the app itself.
The 60-second film, directed by Achowe of Chalk & Cheese Films and voiced in India by Aamir Khan, takes viewers into the inner world of WhatsApp—seen from the other side of your phone screen. Familiar, everyday messages float by in stylised motion, but no one is reading. It's a neat visual metaphor for end-to-end encryption, dramatised without ever feeling technical.
Also Read | WhatsApp vs Pegasus: A well deserved win for Zuckerberg
Shot across Delhi, including along the Yamuna and through the chaos of Chandni Chowk, the film grounds a global campaign in hyper-local familiarity. Khan's presence adds quiet gravitas. There's no hard-sell, no tech babble, just the idea that your most mundane exchanges, from mom's voice notes to midnight confessions, deserve absolute privacy.
The campaign couldn't have come at a more strategic time. WhatsApp may be India's most used messaging platform, but its trust reserves have taken hits—from misinformation forwards to regulatory tussles and rising competition from privacy-first players like Signal and Telegram. With the Indian government re-examining the Digital Personal Data Protection Act, Meta is clearly looking to pre-empt the trust question with storytelling, not statements.
And the stakes are higher than ever. As messaging apps increasingly double up as transaction hubs, health info archives, and workplace tools, privacy has gone from a niche concern to a mainstream demand. WhatsApp is responding with product updates like 'Advanced Chat Privacy"—a new setting to keep content from being taken outside the app—and tools like Privacy Checkup. The ad gently nods to these, but wisely avoids turning into a product demo.
Still, the campaign's real win is tone. It doesn't panic you into caring about privacy. It normalises it. That restraint stands out in an advertising landscape obsessed with drama and data dumps.
Will it be enough to shift sentiment? That depends on how easily users find and trust the new privacy tools. But in terms of narrative clarity, 'Not Even WhatsApp" sticks the landing. It's intimate without being intrusive, cinematic without losing cultural context, and local without looking like a retrofit.
For a brand often caught between global ambition and local anxiety, this is WhatsApp speaking softly, but saying something loud.
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Aamir Khan's team drops heartfelt review of Mohit Suri's 'Saiyaara' : 'Ahaan Panday and Aneet Padda shine in their debut'
Aamir Khan's team drops heartfelt review of Mohit Suri's 'Saiyaara' : 'Ahaan Panday and Aneet Padda shine in their debut'

Time of India

timean hour ago

  • Time of India

Aamir Khan's team drops heartfelt review of Mohit Suri's 'Saiyaara' : 'Ahaan Panday and Aneet Padda shine in their debut'

Aamir Khan has shared a heartwarming post appreciating the makers of 'Saiyaara', starring Ahaan Panday and Aneet Padda in the lead roles. In a heartfelt message shared by his team on social media, Aamir extended his appreciation to the film's cast and crew. "Congratulations to the entire team of Saiyaara on its remarkable theatrical success! Ahaan Panday and Aneet Padda shine in their debut with such grace and depth. " He also took a moment to applaud the creative forces behind the film. " Mohit Suri brings his signature intensity and passion to the film, and full credit to YRF for championing this melodious and heartfelt story," the note concluded. 'Saiyaara' Receives Love Across the Industry The film has attracted praise from across the industry. Its compelling narrative, evocative music, and assured direction by Mohit Suri have struck a chord with both audiences and Bollywood insiders. Ameesha Patel On 'Kaho Naa… Pyaar Hai' vs Saiyaara: 'Took 25 Years For A Comparison!' Karan Johar, Alia Bhatt, Varun Dhawan, Ananya Panday , Arjun Kapoor, Mahesh Babu, Shraddha Kapoor , and Ranveer Singh have all shared heartfelt reviews of the movie. Box Office Success Saiyaara, which hit theatres on July 18, earned Rs 21 crore on its opening day. According to Sacnilk, it has now grossed around Rs 132 crore. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like She's 75 and Retiring - Her Handcrafted Jewelry Is 80% OFF Artisan Weekly Read More Undo About Saiyaara The film features Ananya Panday's cousin, Ahaan Panday, in his debut performance. The young actor has been receiving praise for his mature portrayal. Director Mohit Suri admitted that he hadn't expected the movie to become a box office hit. Initially planned as 'Aashiqui 3', the project eventually evolved into a standalone film with fresh faces. Aamir Khan's Work Front On the work front, Aamir Khan is currently gearing up for the release of 'Coolie', in which he stars alongside Rajinikanth.

Corporate Dance Routine For Foreign Visitor Triggers Online Debate
Corporate Dance Routine For Foreign Visitor Triggers Online Debate

NDTV

timean hour ago

  • NDTV

Corporate Dance Routine For Foreign Visitor Triggers Online Debate

A viral video showed a group of Indian employees dancing to Telugu and Bollywood tracks, including "Killi Killi" and "Main Tera Boyfriend", to welcome a foreign client in an office. The client watches with a smile and eventually joins, but the internet has called it "cringe" and "pathetic". Watch the video here: India should stop chaprification of corporate offices This is so pathetic to see Indian girls dancing in office an d welcoming a foreign client and the becahra client also forced to dance. Such showcasing will only make other countries feel Indian offices are causal and not… — Woke Eminent (@WokePandemic) July 21, 2025 "India should stop chaprification of corporate offices. This is so pathetic to see Indian girls dancing in office an d welcoming a foreign client and the becahra client also forced to dance. Such showcasing will only make other countries feel Indian offices are causal and not worthy of serious work," a user wrote in the caption along with the video post on X (formerly Twitter). The video has sparked a heated debate online, with some people praising the employees' enthusiasm and cultural expression, while others criticise it as unprofessional and embarrassing. Some users defend the video, saying it's a lighthearted way to build camaraderie and showcase Indian hospitality. They argue that such celebrations are common in workplaces and can help with team bonding. Others have slammed the dancing, calling it "pathetic" and "embarrassing". They argue that it reflects poorly on Indian offices. Some users also highlight broader concerns about power dynamics and colonial hangovers in Indian workplaces. "Nothing screams we're not serious louder than making a foreign client do bhangra at a Q4 review," a user wrote. "We've got world-class engineers writing billion-dollar code and HR's out here rehearsing flash mobs for client visits." "This person will go back and announce Layoffs understanding how many extra people he hired," another wrote. Meanwhile, a third user said, "This is done in most workplaces to break the fatigue of sitting behind a desk and doing a mental reset. It helps with the physical as well as mental wellbeing of these workers."

Meet Sudarshan Gopaladesikan: Indian-origin performance analyst who went from working for Infosys to joining Premier League giant Newcastle United
Meet Sudarshan Gopaladesikan: Indian-origin performance analyst who went from working for Infosys to joining Premier League giant Newcastle United

Time of India

timean hour ago

  • Time of India

Meet Sudarshan Gopaladesikan: Indian-origin performance analyst who went from working for Infosys to joining Premier League giant Newcastle United

Newcastle United have made an interesting backroom addition with Sudarshan Gopaladesikan joining as Technical Director (Support Services). The Indian-origin expert brings years of experience in elite sports performance. His role will focus on improving player fitness, recovery, and preparation, areas that have become crucial in modern football's demanding calendar. A remarkable journey across sports Sudarshan started his career with an Infosys internship before moving to the US for a PhD in biokinesiology and physical therapy at the University of Southern California. He specialised in human movement and injury prevention. His first big break came with Major League Baseball side Los Angeles Dodgers. We have appointed Sudarshan Gopaladesikan as our new Technical Director 🤝Sudarshan joins after leaving Atalanta, where he was Director of Football Intelligence, and will lead football data operations for our men's, women's and Academy to Newcastle United, Suds! After his MLB stint, he joined the English Institute of Sport, working with Olympic athletes. That paved his path into football, first with Manchester City's City Football Group as Lead Data Scientist, focusing on player performance and injury analytics. Later, he became Head of Sports Science and Data at Chelsea. From Infosys to Premier League: Joining Newcastle United at 36 Sudarshan Gopaladesikan, now 36, is Newcastle's latest recruit in their push to strengthen off-pitch operations. Club CEO Darren Eales praised him as an 'innovative, forward-thinking leader' with a proven track record across multiple sports. His appointment also adds rare Indian representation in Premier League technical teams. So proud that someone of Indian origin is doing something massive in football. Sudarshan worked in Bengaluru for a while earlier in his life and he is such a role model for those in India who want to make it to the big leagues in football. Gopaladesikan expressed excitement at joining a club with 'a unique connection between the team, city, and fans.' He won't be involved in transfers but will be key in ensuring players stay fit and ready to compete at the highest level. Newcastle's long-term vision just got a significant boost with his expertise.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store