MAM
Red Fuse Communications wins Best Mobile Media Agency of the year
MUMBAI: Red Fuse Communications has been awarded the title of ‘Best Mobile Media Agency of the year’ at the Indian Digital Media Awards 2014. The agency was bestowed with a six award win at a platform that recognises, celebrates and encourages work in the digital field of advertising and marketing communications, especially internet, mobile, gaming, social media and the blogosphere.
Red Fuse, WPP’s global full service agency, conceptualised and executed winning campaigns for Colgate-Palmolive. The win today further strengthened its mark in the industry and reinforced the relevance of horizontality in today’s diverse communication challenges.
The agency has been awarded for the exemplary projects in the following categories: gold awards for Best Digital Direct Response Campaign designed for ‘The Great Colgate Pilgrimage’ and Best SEM Strategy for the campaign ‘The Next Door Dentist’. The campaign for ‘The Great Colgate Pilgrimage’ won silver in the category Best Campaign Use of Mobile, while bronze medals for work done in the categories of Best Innovation in Mobile Marketing and Best Use of Social Networks. The awards also recognised Red Fuse’ efforts for ‘The Great Colgate Pilgrimage’ and ‘Smile Camera Action’ campaigns respectively.
Colgate-Palmolive VP-marketing Ajith Babu said, “On behalf of the Colgate team, we would like to congratulate the Red Fuse team for this commendable win. As our partners, they have contributed immensely to innovatively communicate with our consumers. We look forward to many such successful campaigns.”
Red Fuse Communications CEO Shubha George added, “Complex challenges need the most innovative solutions. In India, location-based targeting has been used to primarily target people in the metros and has almost always used text messaging or WAP banner. This was the very first time in India a brand had used location-based voice communication and that too to a roaming rural subscriber. Being recognised and awarded on platforms only encourages us to push the limits and strive for more innovations. Red Fuse and our client Colgate-Palmolive work as true partners and the successful results of the new-age full service agency is here to stay.”
The innovative location-based voice communication campaign has drawn national as well international recognition, with the agency winning several awards at global, regional and national events.
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.
