MAM
Leo Burnett Mumbai wins AMW truck business
MUMBAI: Leo Burnett, Mumbai, has been appointed as the creative agency on record (AOR) for Asia Motor Works (AMW), the truck manufacturing company in India.
The account was earlier with RK Swamy BBDO.
AMW had called for a multi-agency pitch in Mumbai a couple of months back.
Leo Burnett chairman India Subcontinent Arvind Sharma says, “The truck manufacturing industry is booming in India. And the last few years have seen a lot of heightened activity in this sector. But standing tall against the age old market leaders requires a very different, non-traditional thinking. Using the Human Kind Approach, we presented ideas that would energise the entire business. It is exciting to be associated with a young, fire-in-the-belly brand like AMW.”
One of the biggest challenges for AMW is to stand the test of a challenger brand and capture a considerable share of the market, which for years has been led by well-established brands.
“Today, our aim is to engage the imagination and emotion of people who think their needs are already being met by their current options. To get AMW into that consideration set defines our current advertising objective”, says Leo Burnett Mumbai VP Anup Vishwanathan.
AMW offers a range of solutions in the transportation industry, with fully built trucks being their mainstay.
The Leo Burnett team is aiming to make ‘AMW’ synonymous to ‘trucks’ in the coming years. A tall order considering that the market is dominated by brands such as Tata and Ashok Leyland.
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.
