MAM
GoDaddy is boosting digital skills development in India: Nikhil Arora
NEW DELHI: Covid2019 has impacted every part of our lives, from financial spending to the places we can go to. Running a sustainable business has emerged as one of the bigger challenges that this crisis has brought to the forefront. It has now become crucial for businesses to adapt to the current situation and recharge their foundations to help survive in these challenging times.
Amidst this pandemic, GoDaddy has witnessed an increase in the customer footfall, as companies revamp their strategies, move online, and find unconventional ways to communicate with their customers.
In lieu of the situation and looking at the current need and demand from small-scale ventures, GoDaddy launched a global #OpenWeStand campaign, a virtual movement encouraging everyone to share products and services, learnings, and insights to help small businesses survive and thrive.
According to GoDaddy Inc, VP and MD India Nikhil Arora, owing to the rising need for digital skills, the brand set up the first online educational platform – GoDaddy Academy, offering basic technology and online business training, free of cost. “We also joined forces with Ketto, India’s leading crowdfunding platform, helping local entrepreneurs and small business owners to start fundraisers for free and raise money to pay off any business debts, employee salaries, etc. during the crisis.”
GoDaddy Academy is an online education platform in India, where people (with varied levels of technical expertise) can come and take certification courses to learn online business and technology skills. After receiving a positive response on GoDaddy Academy, the brand has also partnered with EduSkill, a non-profit social enterprise designed to help boost digital skills development in India. With this partnership, it aims to create a talent pool of over 50,000 skilled youth in the country, by offering GoDaddy Academy courses to more than 2000 educators across eduskills’ 800+ partner universities and engineering colleges in India for a period of one year.
The brand is constantly working towards helping small enterprises from tier-2 and tier-3 cities to come and grow online. Arora shared, “We are hopeful and excited to be here in this market at the time to witness the tremendous internet boom and help educate and enable small businesses to realize the benefits of being online. We have penetrations in all markets across India but are strongly focused on bringing small businesses and local entrepreneurs from tier cities, which form 50 per cent of our India customer base.”
With the objective of raising awareness among the SMEs community, the brand recently kicked off the second phase of its Indian marketing campaign – Bijness Bhai. The initiative continues the focus on encouraging small businesses in India to build an integrated online business. The ad campaign is available in seven Indian languages, including Hindi, Gujarati, Kannada, Malayalam, Marathi, Tamil and Telugu, to help spread the message to Indian small business owners and entrepreneurs across multiple geographies in the country.
GoDaddy launched the campaign during the IPL to build a more personal and emotional connect with the target audience across India.
The first phase of Bijness Bhai was launched in 2018, when the brand worked towards encouraging people to turn their ideas into reality online and help people understand the ease and affordability of building a website to manage and grow their businesses.
Arora stated that due to the outbreak of the pandemic, marketing mix of various brands have been disrupted and the choice of medium has significantly shifted towards TV and OTT platform viewership, as well as social media conversations.
For the Indian market this year, the brand decided to use a range of media and marketing channels, including TV, social, and other digital properties to maximise reach with a variety of audiences. “Our distribution pattern while advertising for this year’s campaign included TV, Disney+Hotstar and all GoDaddy owned social platforms, from October until the end of this IPL season.”
He firmly believes that in today’s context customers have a number of tools at their fingertips to make purchase decisions. “This shift has given birth to omnichannel advertising to provide customers with a seamless experience across all communication channels. We are also working towards reaching out to our customers through various mediums of advertising.”
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.
