Cyber threats are evolving fast—stay alert, stay updated, and secure your digital life with trusted tools.
Exclusive Interview with Purshottam Bhatia, Head of Consumer Business for India at Kaspersky
IT Voice- In your experience, how has the perception of cybersecurity evolved among everyday consumers in South Asia over the past 3–5 years?
Purshottam Bhatia – Over the past 3–5 years, the perception of cybersecurity among everyday consumers in South Asia has shifted significantly, largely due to an increased reliance on digital platforms for both personal and professional activities. Kaspersky’s “Digital Reputation Economy Report” highlights a growing awareness about online privacy, with many individuals now recognizing that their digital reputation is a critical asset. This is especially true in the wake of heightened cyber threats and data breaches. According to the report, a substantial portion of consumers are concerned about their online privacy and security, further underlining the need for strong cybersecurity measures. Kaspersky continues to educate users on protecting their digital identities and fostering safer online interactions, emphasizing the importance of robust security solutions in an era where digital presence is closely tied to reputation and trust.
IT Voice- With cyber threats becoming more sophisticated, how do you communicate urgency without creating panic among users?
Purshottam Bhatia- To effectively communicate the urgency of sophisticated cyber threats without causing panic among users, it’s important to strike a balance between educating and empowering your audience. Here are some strategies:
- Focus on Empowerment: Emphasize the actions users can take to protect themselves. Offer practical, clear steps to improve their security posture rather than just presenting the dangers.
- Use Data and Examples: Share statistics or case studies that illustrate the growing risks, but frame them in a way that underscores solutions rather than just problems. For instance, talk about the rise of cyber threats and then outline the tools or behaviors that can mitigate risks.
- Clear, Calm Messaging: Use straightforward, non-alarming language. The goal is to raise awareness without inducing fear. Phrases like “be prepared” or “take action today to secure your future” help communicate urgency while maintaining a calm tone.
- Encourage Proactive Measures: Instead of focusing on catastrophic scenarios, focus on proactive steps users can take. For example, remind them to update their software, use two-factor authentication, or verify links before clicking.
- Regular Updates: Establish a rhythm of communication, so users are consistently informed but not overwhelmed. Reassure them that cybersecurity is an ongoing effort, and it’s normal to keep updating security practices.
By taking these approaches, you can raise awareness of cyber threats while ensuring users don’t feel overwhelmed or panic-stricken.
IT Voice- Many users still rely on free antivirus solutions. How do you convey the value of premium cybersecurity offerings in a price-sensitive market?
Purshottam Bhatia- In price-sensitive markets, conveying the value of premium cybersecurity offerings is essential. While free antivirus software provides basic protection, it lacks the comprehensive coverage needed to combat evolving threats like ransomware, zero-day attacks, and sophisticated malware. Kaspersky emphasizes the proactive nature of paid solutions, offering not just reactive protection but also tools to prevent infections before they occur. Premium services include advanced features such as real-time protection, privacy management, and specialized defenses against emerging cyber threats, which free solutions cannot provide. This ensures users have complete security and peace of mind.
In addition to delivering top-tier security, we ensure our product offerings are accessible across all channels, providing end consumers with a wide range of choices at highly competitive price points.
IT Voice- Social engineering and phishing attacks are on the rise. What role does consumer education play in Kaspersky’s marketing strategy?
Purshottam Bhatia- Consumer education is central to Kaspersky’s approach in combating the rise of social engineering and phishing attacks. These attacks exploit human psychology to deceive individuals into revealing sensitive information, often through fake emails, phone calls, or websites. Kaspersky educates users on recognizing manipulative tactics such as urgency, fear, or trust, and provides actionable steps to identify suspicious messages, verify sources, and avoid phishing scams. Our continuous educational efforts include informative campaigns, tools, and real-time guidance that help users stay aware of evolving threats. By equipping consumers with the knowledge to stay vigilant, Kaspersky empowers them to protect their privacy and security, reducing the effectiveness of social engineering attacks.
IT Voice- How do you see consumer awareness campaigns blending with government or institutional efforts for a safer digital ecosystem?
Purshottam Bhatia- Kaspersky recognizes that fostering a safer digital ecosystem requires a collaborative effort between consumers, businesses, and governments. By endorsing the UN’s Global Digital Compact, Kaspersky commits to supporting a global framework that emphasizes cybersecurity, digital inclusion, and responsible data governance. Consumer awareness campaigns are a critical part of this effort, as they help raise digital literacy, ensure secure practices, and promote the safe use of technologies. Kaspersky continues to educate the public through research, its Academy, and initiatives like the Global Transparency Initiative, aligning with government and institutional goals to create a more secure and sustainable digital future.
IT Voice- With the rise of smart devices and IoT, how is Kaspersky adapting its consumer messaging to address new attack surfaces?
Purshottam Bhatia- With the exponential growth of smart devices and IoT, Kaspersky has refined its consumer messaging to address these emerging attack surfaces. As highlighted in our 2023 IoT threat overview, cybercriminals are actively exploiting vulnerabilities in smart devices through brute-force attacks and malware like Mirai. Kaspersky is raising awareness about the importance of securing IoT devices—encouraging users to change default passwords, update firmware regularly, and understand the risks associated with unprotected connections. Our messaging emphasizes that cybersecurity is not just for computers but essential for every connected device in today’s digital ecosystem.
IT Voice- How do you educate digital-first Gen Z and millennial users without sounding too “corporate” or prescriptive?
Purshottam Bhatia- Kaspersky understands that to effectively engage digital-first Gen Z and millennial users, education must match their learning preferences—fast, interactive, and relevant. Instead of traditional, lengthy training modules, we use microlearning formats that deliver sharp, engaging content with real-world relevance. Our campaigns focus on bite-sized, visually-rich information that resonates on platforms they use daily. According to Kaspersky’s Secure Futures, we “trim the fat, banish waffle” and keep modules impactful. This approach ensures cybersecurity feels like a personal toolkit, not a corporate lecture.
IT Voice- You’ve written about “Digital Parenting” — what should parents know that they often overlook when it comes to their children’s online habits?
Purshottam Bhatia- In today’s connected world, many parents underestimate the depth of their children’s engagement with the digital space. Kaspersky’s “Growing Up Online” report reveals that children often spend hours online unsupervised, leading to risks like screen addiction, exposure to inappropriate content, cyberbullying, and even mental health issues. While parents provide devices for education and entertainment, they sometimes neglect conversations around digital ethics, privacy, and emotional well-being. Kaspersky stresses the importance of maintaining open communication, setting age-appropriate boundaries, and modeling responsible online behavior. Using tools like Kaspersky Safe Kids can help manage screen time and monitor content while still respecting a child’s privacy. Digital parenting isn’t about strict control—it’s about empowering children with the knowledge to navigate online challenges safely and confidently.
IT Voice- Cybersecurity brands often need to build not just awareness, but trust. What steps does Kaspersky take to reinforce trust, especially in post-incident communications?
Purshottam Bhatia- At Kaspersky, building and maintaining trust—especially post-incident—is rooted in transparency, timely communication, and ongoing education. In the aftermath of a cyber incident, we ensure users are informed with clear steps on what occurred, how it was managed, and how to prevent recurrence. Our cybersecurity training and awareness programs empower individuals and organizations to understand risks and adopt best practices. By investing in education and open dialogue, Kaspersky reinforces confidence in our commitment to user safety and digital resilience.
IT Voice- With Kaspersky’s recent consumer-facing campaigns (e.g., the Mumbai Indians partnership), what impact have you seen in brand relatability and recall?
Purshottam Bhatia- Kaspersky’s partnership with Mumbai Indians has significantly boosted brand relatability and recall, particularly among cricket fans and digital consumers in India. This high-visibility collaboration aligns Kaspersky with one of the most popular and successful cricket teams globally, creating an emotional connection with a wide audience. By leveraging this association, Kaspersky not only promotes cybersecurity awareness but also delivers tailored offers and incentives to consumers and partners. The campaign provides an engaging platform to communicate our commitment to digital protection in a culturally relevant and impactful way.
IT Voice- What are the top cybersecurity threats consumers should prepare for in 2025?
Purshottam Bhatia- In 2025, consumers must prepare for a new wave of sophisticated cyber threats, as outlined by Kaspersky experts. Artificial intelligence will be a double-edged sword—while enhancing productivity, it will also empower cybercriminals with tools like AI-generated deepfakes and chatbot exploitation. Subscription scams are set to rise sharply, with fraudsters mimicking popular services to steal payment data. Entertainment-related phishing, especially during the release of major games and movies, will be another threat vector. Additionally, malicious software may continue to appear even in official app stores. As regulatory environments tighten, we may also see increased restrictions on social media for minors. Kaspersky urges consumers to stay vigilant, use trusted cybersecurity tools, and only download from official sources to navigate this complex threat landscape.
IT Voice- If you could give one piece of advice to every internet user in South Asia, what would it be?
Purshottam Bhatia- One essential piece of advice Kaspersky offers to every internet user in South Asia is to prioritize cautious and informed digital behavior. With phishing, scams, and malware constantly evolving, even a single careless action—like clicking a suspicious link or downloading an unknown file—can lead to serious consequences. Kaspersky strongly advises users to follow essential preemptive safety rules, such as using strong, unique passwords, avoiding unsecured Wi-Fi, and keeping devices updated with trusted security software. Practicing digital hygiene and staying informed are key to staying secure in today’s connected world.
