Advertorial: Is Protection Essential For Your Gadgets? | TechTree.com

Advertorial: Is Protection Essential For Your Gadgets?

Do you love your gadgets? Or do you simply give up on them if they stop working more than once?

 

Most people don't realise that the demise of their once-loved gadget could be due to a malware problem; they prefer to reset the device or discard it for a new one altogether. A strong anti-virus can be the difference between a defunct gadget and one that is up and running.

Chew on these facts - Till date, over 18 million kinds of malware have been identified worldwide. India is currently home to about 150 million active Internet users—making it the third largest number of Internet users. Indian Internet users are estimated to grow in excess of 15% annually, with demand not only from Indian cities, but also from its rural population. To top it all, India’s Internet penetration is expected to be led by mobile Internet, rather than the desktop variant. 

As of 2012, of the 27 million smartphone users in urban India, almost 22 million access social networking sites or apps on their phones. Malware is also being focused on smartphones, with about 25% of the malware detected in 2012 created especially for Android. With the massive amount of internet bandwidth being consumed across the nation, the need for safety on the web has never been bigger.

Spurred by this, Quick Heal, one of the largest IT Security Solutions brands in India, recently launched a campaign to reach out to people who weren’t traditional users - people who weren’t tech-enthusiasts per se, but maybe more casual users of gadgets.

Says Sanjay Katkar, CTO and Technical Director, Quick Heal, “The variety of platforms people use to connect online has increased manifold. While most of them would never use a desktop or a laptop without an anti-virus software, many don't seem to draw the same parallel when it comes to a smartphone or a tablet. The challenge for us was to extend the concept of an anti-virus.”

This gave birth to ‘101 uses of Gadgets Without Quick Heal’, an exaggerated, tongue-in-cheek look on the utility of gadgets if they aren’t protected.

“We decided to use a humorous approach so that we could make the maximum impact without looking like we are trying to hard sell our products or force-feed them to an unaware audience,” says Katkar.

At the centre of this campaign are five hilarious videos, four of which have already been released. The videos depict a world where its inhabitants are forced to find other ways to use their now-useless gadgets.

Each video covers a unique use for a different gadget, the first being about an athletic boy being beaten at a game of table tennis by an unlikely opponent with devious skills with a tablet. The second video depicts a girl cooking in the privacy of her kitchen with her laptop being put to the unlikeliest of all uses. In the third one, a road hog get his much-deserved come-uppance. The fourth, released this week, features kids enjoying one of India’s favourite past-times – a game of cricket.

Supporting these videos are a series of memes that embody the uses one would be forced to find— from the mundane to the weird—for the now-useless gadgets.

Continuing with the idea of a fresh look, Quick Heal decided to create social properties separate from their established ones. The properties on Twitter and Facebook received overwhelming response, clinching a fan base of more than 59,000 fans on Facebook and a follower base of over 800 on Twitter.

The campaign’s interactivity is maintained through bi-weekly Twitter hashtag contests, wherein Quick Heal Products, among other prizes, are given away. These hashtags have been very well received with the first week’s hashtag—#ADayWithoutInternet—garnering more than 6 million impressions over three days with over 5200 tweets received. ADayWithoutInternet trended at number one in India and at number four globally. The trend was in 20 out of the 21 Indian cities recognised by Twitter, proving that the trend was not just based on quantity of tweets and was geographically widespread. The trend continued for over 24 hours, in many places overtaking the IPL fracas. The handle @101useofgadgets also trended at number two in India. The handle has gained such popularity that there are followers that have continued to tweet to the brand.

Quick Heal has also been running a picture/video upload contest on its microsite (www.101usesofgadgets.com) supported by memes for inspiration. The contest has garnered a favourable response with users uploading their own uses of useless gadgets with prizes for the same including smartphones and a laptop.

The campaign is well poised with two more weeks of contests and prizes slated on Quick Heal’s microsite and on its social properties.

Disclaimer: This is a sponsored post.


TAGS: Advertorials

 
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