Quick Heal Technologies Limited has released an ad campaign to draw consumers’ attention towards the risks associated with free antivirus solutions. Targeting the youth and working professionals in its TVCs, Quick Heal aims to create awareness on the security threats, which a free antivirus product is not capable to mitigate, as compared to the protection guaranteed by a purchased antivirus solution for safe banking, privacy protection, anti-ransomware, anti-phishing, enhanced firewall, and web security.
Promoting the company’s flagship product, Quick Heal Total Security, the campaign titled ‘Free Wala Antivirus Mehenga Padta Hai’ highlights the message that a free antivirus solution will not be able to prevent ransomware or other widespread malware attacks and security breaches.
Speaking about the conceptualization of the ad, Sanjay Katkar, MD & CTO, Quick Heal Technologies Limited, said, “Our observation has been that there is lack of awareness on the risks of using free antivirus software. Secondly, there are numerous users who are using a free antivirus solution assuming that there data, devices, communications, and transactions are safe.” He further added, “Our objective behind creating these ads was to create awareness on the need for multi-layered protection on devices in the ever-evolving security threat landscape, which is not assured by free antivirus solutions.”
Additionally, owing to the current scenario of demonetization, which has given a boost to the adoption of online banking and high use of mobile phones for banking transactions and digital payments, it is all the more important to have robust multi-layered protection installed on the devices.
“IT security threats are evolving rapidly and growing in complexity. This is the major reason why antivirus solutions providers like us are constantly innovating to offer solutions that counter these threats and are able to protect our consumers’ valuable data and hardware,” adds Katkar.
“With these ads, we are reinforcing Quick Heal’s expertise to combat the most prevalent IT and network security threats. We identified Sasha Chettri to drive this campaign for us because we wanted someone who can connect better with our target audience and has a mass appeal. We found her relevant considering our objective was to reach out to the youth and professionals and explain our technology to them,” added Katkar.
Created by Thoughtshop, a Mumbai-based advertising agency that Quick Heal has partnered with since July 2014, the ad was conceptualized based on the insight that youngsters prefer easily available free solutions, while working professionals require flexibility with their devices, which in turn compromises the security of their data and hardware. The ad can be viewed on television and the company’s social media channels.