MAM
Amitabh Bachchan promotes The Muthoot Group’s Xandari Resorts & Spa in new campaign film
Mumbai: The Muthoot Group has launched its latest marketing campaign, featuring veteran actor Amitabh Bachchan, advocating for its leisure and hospitality properties, Xandari Resorts & Spa. Underlining The Muthoot Group’s commitment towards the three C’s – community, collaboration, and conservation, the film is anchored by Mr. Bachchan, who has been The Muthoot Group’s brand ambassador for the past six years.
Recognizing the shift in consumer’s holiday experiences over the past few years, The Muthoot Group’s Xandari Resorts is a genuine reflection of going beyond the conventional and providing consumers with an experience of a lifetime. In the film, Mr Bachchan plays a wise family elder guiding his family to a perfect getaway with Xandari Resorts & Spa, ensuring every family member experiences a dream holiday of their choice.
Part of The Muthoot Group’s 20 diversified business divisions, Xandari Resorts is the hospitality brand of Muthoot Leisure & Hospitality Services. Based on its belief that hospitality can not only improve quality of life but also be good for natural and cultural environments, The Muthoot Group acquired Xandari Resorts & Spa, one of Costa Rica’s most successful properties in 2013 to partner with local communities to conserve, protect and replenish the environment.
The promotional film is a mix of cinematic storytelling highlighting the luxurious Xandari chain of boutique resorts including Xandari Pearl in Mararikulam that offers luxurious private pool villas and the best of white sand beaches, Xandari Riverscapes Houseboats in Alleppey to enjoy Kerala’s backwaters, Xandari Cardamom County adjoining the Periyar Tiger Reserve in Thekkady for a forest reserve experience, and the Xandari Costa Rica to experience rainforest, natural waterfalls, nature treks, orchards, as well as farms, all within the resort.
Xandari Resorts & Spa MD George M George said, “We are excited to feature Mr. Amitabh Bachchan in The Muthoot Group’s new film because it brilliantly showcases our Xandari Resorts and captivates our audience with sustainable and luxury hospitality. Consumers today seek out holiday experiences that transcend the ordinary and we are dedicated to provide each of our guests with experiences and memories that last a lifetime. At Xandari, we also want to pioneer a sustainable chapter in tourism, by upholding our core principles – community, conservation and collaboration. The idea was to capture the essence of responsible tourism with Xandari’s unparalleled fusion of luxury and a unique farm-to-table experience. I also feel that Mr. Bachchan’s presence has elevated the Xandari brand to a whole new level and I am sure this content will get us tremendous interest worldover. At Xandari Resorts & Spa, we invite travelers to immerse themselves in the beauty of nature while indulging in world-class hospitality.”
The Muthoot Group Sr general manager – marketing Abhinav Iyer said, “Mr Bachchan has been The Muthoot Group’s brand ambassador for many years now and with a legend like him, we have been keen to create tailor-made content for our leisure & hospitality division for quite some time now. Xandari Resorts is a jewel in the Group’s crown and hence with this film, we have attempted to create a strong desire for Xandari Resorts leveraging a cinematic approach. We plan to promote this film widely across digital and other mainstream mediums in addition to national & international events, exhibitions and travel & tourism meets.”
Brands
Kaspersky and KidZania want Indian children to fight hackers before they hit their teens
Kaspersky and KidZania open a cyber investigation centre in Mumbai to teach children how to outsmart hackers
MUMBAI: India’s children are growing up online faster than anyone can protect them. Kaspersky, the global cybersecurity firm, is betting that the best way to fix that is to make six-year-olds feel like detectives.
The company has opened a Cyber Investigation Centre inside KidZania Mumbai at R City Mall, Ghatkopar, in what it is calling a first-of-its-kind cybersecurity role-play experience for children. Kids suit up in Kaspersky uniforms, sit down at dedicated workstations loaded with security software, and spend 20 minutes cracking simulated cases of phishing, identity theft and cyberbullying. Up to six children can play investigator at a time. Those who crack the case walk away with a personalised Kaspersky Cyber Investigator card — and a healthy suspicion of dodgy links.
The timing is not accidental. In India, 82.2 per cent of children have access to a mobile device by the age of 14. They use it to stream, game, chat and study. Most of them have never heard the word “phishing.”
“The earlier we equip children with the awareness and skills to navigate the digital world safely, the stronger our collective digital future becomes,” said Jaydeep Singh, general manager for India at Kaspersky. Tarandeep Singh Sekhon, chief business officer of KidZania India, put it more plainly: “Every parent today is thinking about how to prepare their child for a digital-first future.”
The partnership comes with commercial sweeteners. Visitors buying KidZania tickets get a complimentary two-month Kaspersky trial subscription. Annual pass holders get a full year’s subscription thrown in. Discount vouchers go out at the exit gates.
The launch ceremony leaned into KidZania’s theatrical DNA — a diya lighting, a dance performance, a key handover, a parade through the miniature city, and a ribbon-cutting at the new centre.
Cybercriminals, it turns out, do not discriminate by age. Kaspersky and KidZania are hoping that neither will the next generation of people trying to stop them.
