MAM
BBH India executes commercial for touch screen laptops by Acer
MUMBAI: BBH India conceptualised a campaign commercial to promote the launch of the latest touch screen laptops by Acer.
The film is simple and has a mass appeal that talks about technology, through the use of a human, instinctive idea. The idea of the commercial was to recreate that excruciating moment we‘ve all had, when you‘re so close to touching something, but not quite there yet. It shows moments linked to touch which creates moments of happiness whether it is a game of kabbadi, or love when you hold hands or small kids trying to break mangoes.
BBH India, managing partner and COO, Russell Barrepp said, “We felt that touch is not merely a technology, it is an undeniable instinct that our idea needed to capture. So we decided to tell a story which is easy to decode and that we could all identify with. A story that made us remember just how badly we wanted to reach out to something or someone. When you look at the market, you see so many ads that showcase shiny new devices changing people‘s lives. Our challenge was to make a technology ad do more than that. To tell a story of the significance of touch in all our lives. “
Prior to the release of this advertisement, Hrithik Roshan has done a phenomenal job for Acer in the past. This time around, however, the strategy demanded Acer to make the product feature a hero of their communication, in order to bring the instinct of touch to life.
BBH India was of the opinion that the communication that it needed a track that didn‘t just support the story, but actually make it come to life. “When the director, Pratap Manohar suggested Lucky Ali, we were intrigued. This would be Lucky Ali‘s first commercial and that in itself was quite exciting. When we heard the first cut, it was obvious that the music and the lyrics were taking the film to a wonderful, warm and inviting world. We believe what we have as a final product does exactly what we set out to achieve. ” added Barepp.
The promotional campaign will be heavily promoted through television and the digital medium, BBH India claims that there is more to expect on the digital space apart from the social media promotions. Support mediums used to promote the product would be print, BTL and the retail mediums which would be rolled out in the second phase of the promotional plan.
The Reel Company is the production house for the commercial and has been directed by Pratap Manohar. Managing partners for the TVC were Subhash Kamath, Partha Sinha and Russell Barrett. Head of planning was done by Sanjay Sharma. Creative directors for the commercial were Vinod Sudheer and Kunal Sawant. Business director for the TVC was Kunal Chakravarty while the strategy director for the commercial was Yousuf Rangoonwala. Monish Debnath, was the senior business partner for the event, Khvafar Vakharia was the executive producer and the music director for the commercial was Lucky Ali.
Brands
Zscaler, Airtel launch India AI Cyber Research Centre
New hub to boost cyber resilience and trusted AI use
NEW DELHI: As India’s digital engine roars ahead, so do the risks riding shotgun. In response, Zscaler, Inc. and Bharti Airtel have joined hands to launch the AI and Cyber Threat Research Center – India, a national initiative aimed at strengthening the country’s cyber defences and accelerating responsible AI adoption.
The centre is designed as a multi stakeholder platform that brings together industry, government and academia. Its mission is clear: protect critical sectors such as telecom, banking and energy, shield everyday digital users, and future proof India’s fast expanding online ecosystem.
India has long been a major innovation hub for Zscaler, with a substantial portion of its cyber research talent based here. With this new centre, that footprint evolves into a national collaboration engine. The idea is simple but ambitious, build in India, for India, and help power the country’s journey towards a secure and digitally self reliant future.
The timing is telling. India is building digital systems at population scale, not just enterprise scale. That scale has widened the attack surface dramatically. At the same time, cyber criminals and nation state actors are deploying AI to scan, probe and exploit vulnerabilities in minutes.
Zscaler’s research arm, ThreatLabz India, reports millions of infiltration attempts every month. These include espionage campaigns linked to regional geopolitical tensions, 1.2 million intrusion attempts from 20,000 sources targeting 58 Indian digital entities, and a rise in zero day exploit attempts across multiple industries.
In such an environment, perimeter based security models are struggling to keep pace. The new centre aims to push a shift towards secure by design systems and Zero Trust architecture.
Its strategy rests on four pillars: protect through real time intelligence, remediate by working directly with government agencies, facilitate adoption of AI driven security and Zero Trust frameworks, and build a stronger cybersecurity talent pipeline through specialised certifications.
As founding members, Zscaler and Airtel will combine global threat intelligence with local network visibility. Zscaler will deploy a dedicated India focused research team and draw insights from its Zero Trust Exchange platform, which processes over 500 billion daily transactions worldwide. Airtel, meanwhile, will contribute deep visibility into IoT and mobile traffic, helping detect suspicious activity faster and coordinate response across the ecosystem.
Bharti Airtel executive vice chairman Gopal Vittal, said the partnership extends Airtel’s commitment to safeguarding customers and the nation’s digital fabric. He added that the collaboration would address challenges unique to the Indian market and encourage secure and confident digital engagement.
Zscaler chief executive, chairman and founder Jay Chaudhry, said India’s digital ambition cannot be secured with legacy firewalls and VPNs. He noted that a modern Zero Trust architecture is essential for a hyper connected world and that the new centre would harness the scale of Zscaler’s global security cloud while empowering a new generation of Indian cyber defenders.
Additional members from critical public and private sectors are expected to join the initiative in the coming months, expanding its scope and deepening collaboration.
In a world where threats travel at machine speed, India’s answer is to think faster, collaborate wider and build smarter.
