MAM
Bajaj shifts focus to steam irons
MUMBAI: Bajaj Electricals’ is launching a new spot on 28 September that aims at shifting the focus from dry irons to steam irons.
Bajaj Electricals’ creative partner, Touchstone Advertising has conceived the 360 degree campaign for the steam irons category.
The spot is produced by One Films and directed by Abraham Cherian. It attempts to connect with talking to a younger audience, while highlighting the features of Bajaj Steam Irons in an entertaining way. The choreography done is by Terrence Lewis and the spot has trained dancers.
Bajaj Electricals Limited executive director R. Ramakrishnan said, “The communication brings forth the product USPs in a very entertaining manner. Globally 90 per cent of the markets for Irons are steam irons while 10 per cent are dry irons. In India, so far it is the opposite. This ad will explain the benefits of steam ironing and enable Bajaj steam irons to dominate a fast expanding segment.”
Touchstone Advertising creative director Adi Upadhyay adds, “All our research shows ironing to be the most boring household chore and to add to that, there’s no direct reward. No one says, wow, what a well ironed shirt. And we were talking to a younger generation. So we decided to do a song and dance routine to show how easy, effortless and fun even ironing can be with a Bajaj steam iron. This was a totally collaborative effort, where agency and client worked together to create this spot.”
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.
