We will continue to position Quick Heal as a gifting element: Vijay Mhaskar, COO, Quick Heal
Quick Heal’s latest campaign aims at creating awareness around cyber security
In line with its vision to secure Digital India, Quick Heal recently launched a campaign ‘Khushiyon Ki Security’ with the objective of encouraging consumers to gift security software to their loved ones ensuring safety and security. In a conversation with Exchange4media, Vijay Mhaskar, COO, Quick Heal spoke to us about the campaign.
1-You recently came up with a campaign 'Khushiyon ki Security', what was the core idea behind it?
Cyber security threat is getting more prominence and relevance each day. So in the context of the festival, which brings in a lot of fun and frolic, it’s good to remind citizens about “threat” which can spoil the fun. The campaign was aimed at securing “Khushiyon” forever and not gets impacted by Cyber threats.
Diwali was the first festival where we initiated communication around positioning Quick Heal products as a gifting element and we will continue to connect with the consumers during all the festivities. The gifting element could also be weaved in as: Festival gifts are more to exchange good will and secure a good time. Cyber Security is a logical gifting element considering the heightened cyber security threats.
2-What is the Target Audience it is trying to reach to?
Our target audience for this campaign was a consumer who is digitally connected with minimum one device. Age group from 16 onwards to 55. Families who have PC’s at home and are connected to the Internet for email requirements, online payments, social media so and so forth.
3-Tell us about the go-to-market strategy of the campaign?
While the campaign addresses securing your moments, we chose digital as a primary medium to reach out to our audience. We created a vox pop video where we captured stories of cliché gifts from the customers and were seeking stories from masses on their stories for gifts. We received a tremendous response on social media and trended for a day. The campaign was also aired on radio in 74 cities across the country.
4-What percentage of product sales comes from mobile and desktop?
Our primary contribution in sales is from the PC market and mobile is gearing up. To build adoption around mobile security we had offered a free subscription to mobile security on our PC security product.
5-What are the marketing budget plans whenever you come with a campaign?
Market budget varies from campaign to campaign depending on the intent of the reach we want to establish and also the outcome expected out of the investment.
6-What are your future plans?
We will continue to build on our positioning as a gifting product considering digital security is going to be of importance since the country is riding on the digitisation wave.
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