MAM
Eggfirst creates Hari Darshan’s debut ad campagin
MUMBAI: Eggfirst Advertising has launched a new campaign for manufacturer of incense sticks and other religious ornaments Hari Darshan. The company is over a hundred years old but this is the first time it has decided to launch a mainstream advertising campaign called ‘Ghar ko mandir bana de‘.
Hari Darshan already has presence and market share in the Northern parts of India and the campaign is an attempt to expand and reach out to unexplored territories in the country.
Eggfirst VP Ashish Banka said, “Initial research indicated that the product category was used by a diverse audience – from deeply rural to ultra urban, from young adults to old people, and it cut across genders. That‘s precisely why the communication needed to be simple, direct and uncomplicated.”
The 360 degree campaign includes print and activation along with an aggressive digital marketing campaign to garner brand visibility and connect including social media and a new website.
Hari Darshan MD Goldy Nagdev said, “I am extremely happy with the way the brand is developing. With serious product quality and deep acceptance of our brand all these years, it was necessary to do justice to its true potential – and that‘s what Eggfirst has helped us achieve. Having seen the industry up close for so many years, I can confidently say that ‘ghar ko mandir bana de‘ is a truly path breaking campaign and will definitely take our brand Hari Darshan to a new high.”
“We were initially considering taking on a celebrity as a brand ambassador, but then decided against it to emphasise on the brand essence rather than on a personality. There can‘t be a bigger brand ambassador than God! And the message ‘ghar ko mandir bana de‘ we believe is a very strong platform and lends itself to a lot of branding action, added Nagdev.
Eggfirst is a Mumbai based full service ad agency offering end-to-end creative solutions for various business challenges.
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.
