In a significant development in India’s fast-growing digital safety market, BBH India has secured the integrated creative and media mandate for CYBX, a B2C cybersecurity super-app developed by 63SATS. The account was awarded following a multi-agency pitch involving several leading networks, according to industry sources.
Under the mandate, BBH India will lead creative strategy and media planning, while Propagate India has been appointed to handle digital and performance marketing duties. The competitive pitch reflects the rising importance of cybersecurity as digital adoption accelerates across India.
CYBX is positioned as a next-generation cybersecurity solution tailored for everyday smartphone users. The app offers real-time protection against malware, phishing attempts, unsafe apps and networks, data theft risks, suspicious QR codes, and scam calls. It also includes QR verification tools, scam detection features, and cyber insurance, aiming to deliver an all-in-one mobile safety solution.
Unlike traditional cybersecurity products that focus on enterprises or tech-savvy users, CYBX targets mass adoption. Its ambition is to democratise digital security, making it accessible to students, professionals, homemakers, farmers, and small business owners navigating an increasingly connected world.
Industry observers note that the mandate signals CYBX’s intent to build a long-term brand platform rather than rely on short-term user acquisition. With integrated creative, media, and performance support now in place, the brand is expected to launch a nationwide campaign focused on awareness, trust, and simplifying cybersecurity for mainstream India.
