MAM
Nerolac gives Gen-Next a chance to personalise its jingle
Mumbai: In an attempt to engage with the “Generation Next” audience, Kansai Nerolac is leveraging the online space through a new phrase with its latest social media campaign – Kuch Change Karein, Chalo Tune Badlein – personalise the Nerolac Jingle.
The campaign aims at involving consumer in building the brand Nerolac. Consumers from across the country and even outside India can participate in the contest by coming up with their own version of the jingle of Nerolac – “Jab Ghar ki raunak badhani ho, Deewaron ko jab sajana ho, Nerolac, Nerolac”.
Kansai Nerolac Paints vice-president – marketing (decorative) Sukhpreet Singh said, “Social media has always been an important ingredient of our marketing mix. Early last year we launched Nerolac Earth Matters on Facebook which is a platform for architects and interior designers to share sustainable living ideas/concepts. This latest campaign will connect us with young Indian consumers who believe that life is colourful and vibrant. The contest intends to engage with the new self-reliant young consumers who today are financially independent and have high disposable income”
All the new versions of the Jingle generated by the consumers would compete on social media platforms like Facebook and Twitter to emerge as winners in various categories like The Best Jingle, The Most Voted Jingle, The Best New Lyrics, The Best New Arrangement and could possibly be chosen for the future campaigns of the brand. The winners also stand a chance to win cash prizes.
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.
