New Delhi: It is déjà vu of sorts to find Sasha Chettri, better known as the Airtel 4G girl, in the security software solutions firm Quick Heal Technologies’ new campaign. The 20-year-old model is shown doing what she does best—rattling off the features of the product, Quick Heal Total Security anti-virus software, in this case.
Created by Thoughtshop Advertising, the first commercial opens in a college classroom where Chettri is seen reprimanding a friend for using a free antivirus software and allowing his bank account to be hacked. Later, she gets on to the podium and starts doling out facts on cyber threats and how using the company’s Total Security anti-virus software will ensure safe online banking. The second commercial is set in a café where a middle-aged professional is shown cribbing about ransomware (malicious software designed to block access to a computer system until a sum of money is paid) and corrupt files on his system, when Chettri interrupts and advises him to switch to paid antivirus software.
The campaign targets youth and working professionals who are not aware of the perils of using free antivirus software, said Sanjay Katkar, managing director and chief technology officer, Quick Heal Technologies Ltd. “Our objective is to create awareness on the risks which a free antivirus product is not capable of mitigating. Also, if we focus on the current scenario of demonetisation 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 a robust multi-layered protection installed on our devices,” he said, adding it was too early to comment on the impact of demonetisation on their sales.
Quick Heal currently services customers through a network of over 20,000 channel partners in India.
Noting that Sasha Chettri connects well with youth and has a mass appeal, Katkar said that the company found her relevant since the objective of the advertisement is to reach out to consumers and explaining technology to them.
Vipin Dhyani, founder and chief creative director, Thoughtshop Advertising & Film Productions, said that the campaign has a direct message to all those people who might not be knowing what this product is capable of. “Since the product is loaded with features, the job was to make it obvious to the audience. Sasha has a wonderful charm and beautiful screen presence. Her ability of elaborating on facts in a pleasant way is quite convincing,” he said.
However, advertising experts feel Chettri might be the only factor that will drive the message across. Snehasis Bose, senior vice-president–planning, Law & Kenneth Saatchi & Saatchi, said although using Sasha Chettri is a double-edged sword, but apart from her there is nothing significant in the ad. “With this storyline, Chettri is the only hope TVC has of consumers noticing the ad or paying attention to the information. In this case, the messenger is the idea,” he said. Bose thinks that the nascent nature of online payment habit in the country makes most consumers believe that the bank gateways are secure enough.
“Therefore, I am not sure how many consumers are overtly worried about safety of online transactions in the first place. Therefore, it would have been better if some explanation of hacking and how it can affect anyone might be a better starting point. Without raising the ante on fear, it is unlikely that consumers will choose to add another protection service to their lives,” he added.