Brands
Polycab partners with Ogilvy for new campaign
Mumbai: Polycab Wires and Cables has rolled out a new campaign- ‘Extra Safe Wires Means Extra Safe Dreams’. The campaign is conceptualised & created by Ogilvy India.
This recently formed partnership aims to make Polycab top of mind among consumers when it comes to their home electrical, or automation needs.
With this campaign, Polycab is nudging people to pay extra attention to the quality of the wires they use by showcasing powerful human stories. Stories that demonstrate how only extra safe wires are built take even the non-anticipated load and help keep our dreams safe.
It features a story about a father who without hesitation or worry adds to the load to build a stadium so that he can help fulfil his daughter’s dream of becoming a champion.
Speaking of this campaign, Polycab India president and chief marketing officer Nilesh Malani said, “Polycab India is a distinct market leader in the wires and cables segment and has received wide acclaim over the years. Wires are the backbone of the entire electrical system of any home; however, for consumers, it is a low involvement category. Our latest campaign by Ogilvy is a refreshing approach weaving an emotional charm which will have universal resonance and relevance. Polycab Green Wire comes with 5-in-1 greenshield technology that delivers fire safety, and energy efficiency, is long-lasting, eco-friendly, and offers shock protection. It is our endeavour that Polycab Green Wire carries forward our brand promise of being connected with our customers.”
Further Ogilvy India chief creative officer Sukesh Nayak added, “The thing with dreams is that there is no limit to them. With this human campaign, we are showcasing how extra safe green wires from Polycab effortlessly take all the load to connect and fulfil all our dreams. Keeping our homes safe and our dreams safer.”
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.
