BBH India has been awarded the integrated creative and media mandate for CYBX, a B2C cybersecurity super-app developed by 63SATS. The account followed a multi-agency pitch involving several prominent networks, according to sources close to the development.
Under the mandate, BBH India will oversee brand strategy, creative development, and media planning and buying. The digital and performance marketing responsibilities have been assigned to Propagate India. BBH India declined to comment on the appointment.
Industry executives described the pitch as highly competitive, reflecting the fast-growing cybersecurity segment amid increasing incidents of digital fraud and cybercrime in India. “This was a strategic mandate. CYBX is not just launching a product; it is building a category mindset around personal cybersecurity. The agency needed to demonstrate both brand-building capability and performance muscle,” said a senior executive aware of the pitch process, requesting anonymity.
Another executive familiar with the development said the decision reflected the client’s ambition to build a long-term brand platform rather than short-term acquisition bursts. “The brief demanded integrated thinking across creative storytelling and media strategy. BBH’s proposition was aligned with building a modern, tech-forward yet mass brand,” the person added.
The win also comes at a time of structural transformation within Publicis Groupe. Globally, the group recently unified Leo Burnett and Publicis Worldwide under the Leo brand. In India, however, Publicis was consolidated into BBH instead of being integrated into Leo. Industry observers see the CYBX mandate as an endorsement of this local restructuring approach.
Positioned as a next-generation cybersecurity solution, CYBX is built for everyday smartphone users. The app offers real-time safeguards against malware, phishing, unsafe networks, malicious apps, data theft risks, suspicious QR codes, and scam calls. Additional features such as QR verification, scam detection tools, and cyber insurance aim to create an all-in-one digital safety ecosystem.
Unlike traditional cybersecurity offerings focused on enterprises or tech-savvy consumers, CYBX is designed for widespread adoption. The brand seeks to make cybersecurity accessible to students, professionals, homemakers, farmers, and small business owners navigating an increasingly digital economy.
“The opportunity here is enormous,” said another senior agency executive tracking the account. “India’s smartphone penetration continues to rise, but digital literacy and cybersecurity awareness have not kept pace. A brand like CYBX has the potential to become as indispensable as a payments or messaging app — provided the communication makes security feel simple and non-intimidating.”
With integrated creative, media, digital, and performance capabilities now aligned, CYBX is preparing to launch a nationwide campaign aimed at driving awareness and building trust in a category often perceived as complex and intimidating.
For BBH India, the mandate underscores its momentum in attracting emerging digital-first brands. For CYBX, it marks the beginning of a pivotal brand-building journey in a market where digital adoption and cyber risks are rising in tandem.
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