Realm activation popularizes McAfee mobile security application

15 Jan,2013

By A Correspondent


Since consumers are already exposed to various anti-virus options for their smartphones McAfee joined hands with Airtel to promote their mobile security application, with the challenge being to create an acceptance for McAfee Mobile Security.


For this, Realm Media, an integrated media agency of the Indraksh Group, strategized, designed and executed a three-day out-of-home activation programme at the Airtel Campus in Gurgaon. The objective was to create a buzz for the launch of McAfee’s Mobile Security Application with basic features for all Airtel subscribers with smartphones.


Savio A

Savio A, Sr Manager, Client Servicing, Realm Media Solutions Private Limited; said, “For this campaign Realm created the ‘smart protection for your smartphone’ concept which was promoted using a BTL + Digital approach. From designing of the creatives to strategizing & executing the entire plan we worked closely with both brands to ensure that the launch not only creates an impact from a brand perspective however also generates an amplified brand recall. We launched our show stealer ‘Coot Coot’ the latest YouTube sensation and the face of the campaign who is smart, cool, friendly, fun-loving, confident, happy and free from worries because he always feels protected, whether he is on the go or in whatever he does. We encourage people to see this MMS mascot as their ‘new best friend’ in whose company they will always feel secure & protected.”


Krishita Motwani

Krishita Motwani, Marketing Manager-India, Consumer Mobile Small Business Division, McAfee, said, “Having worked with Realm in the past and knowing the passion and commitment they bring to the table, they were our preferred agency. Realm Media functions more like an extended arm of our marketing team. They understood our tonality and got their plan in action for the activation, which was a success and garnered us the expected ROI.”



Yuvraj Agarwal

Yuvraj Agarwal, Co-Founder and Group CEO, Indraksh Media & Realm Media Solutions Pvt Limited, said, “Today clients are constantly striving to use innovative ways of engaging with the TG. With Krishita’s support and guidance, the team at Realm worked tirelessly to create an out of the world experience that actively brought the brand message to life and allowed the TG to have a lasting impression. Coot-Coot as a concept is absolutely great and can be carried forward in an engaging manner and successfully used across media platforms.”


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