Overview
With online banking and united interface payments becoming widely mainstream, almost 70% of all transactions in India now take place online (Source: ET). With over a billion internet users across several demographics, online security still remains to be considered as ‘an unnecessary cost’. NPAV wanted to raise awareness about the importance of cyber security, and wanted to position themselves as a cost-effective, Made-in-India anti virus provider.
Work
While cybersecurity not being a priority for a majority of internet users, I chose a communication approach which appealed to price sensitive consumers. The communication approach broke down the benefits through a value lens. By breaking down the annual subscription into a minimal daily cost, online security was positioned as an affordable and accessible necessity rather than unnecessary overheads.
Ads explaining the features and benefits of using Net Protector’s Anti Virus for their product range