In an exclusive interaction, Vishal Prakash Shah, Founder and CEO of Synersoft Technologies, reveals how metaphorical storytelling became his most powerful weapon in introducing cybersecurity to Indian MSMEs—a sector often wary of intangible, tech-heavy solutions.
Faced with skepticism, budget concerns, and digital fatigue, Shah didn’t just sell software—he crafted relatable, pop-culture-inspired narratives that transformed abstract threats into vivid, urgent realities.
From likening data breaches to heists straight out of Money Heist, to depicting BLACKbox as a superhero shield for businesses, Vishal and his team have revolutionized how cybersecurity is perceived—and purchased—in one of the toughest markets to crack.
1. Synersoft faced significant challenges in introducing cybersecurity to Indian MSMEs. What were some of the key obstacles you encountered in the early stages, and how did you overcome them using metaphorical storytelling?
In the early stages of introducing cybersecurity solutions to Indian MSMEs at Synersoft, we encountered several significant challenges. Many MSMEs viewed cybersecurity as an abstract, technical concept—often perceiving it as an unnecessary expense rather than a critical investment. This mindset was compounded by limited awareness, budget constraints, and a preference for traditional, tangible solutions over intangible digital protections.
To overcome these obstacles, we leveraged metaphorical storytelling as a powerful tool to bridge the gap between complexity and comprehension. For instance, we reframed cybersecurity as “digital insurance”—a metaphor that resonated deeply with business owners familiar with the concept of insuring physical assets. Just as insurance protects against unforeseen losses, we explained how our solutions safeguarded their digital assets from cyber threats. Another metaphor we used was likening cyber threats to “termites silently eating away at a building’s foundation,” emphasizing the hidden, gradual damage that could collapse their operations if left unchecked.
By translating technical jargon into relatable narratives, we made the value of cybersecurity tangible and urgent. This approach not only shifted their perception but also fostered trust and engagement, enabling us to penetrate a market that was initially resistant to such innovations.
2. Your team has successfully used metaphors to simplify complex cybersecurity concepts. Could you share an example of a metaphor that particularly resonated with your audience and led to a noticeable shift in perception?
At Synersoft, one metaphor that particularly resonated with our audience was using the imagery of Money Heist to explain data theft during the awareness stage of concept selling. Indian MSMEs often didn’t grasp the severity of cybersecurity threats, viewing them as abstract or irrelevant to their operations. To bridge this gap, we created a short film where cybercriminals were depicted wearing the iconic Money Heist masks, stealthily stealing business data—mirroring how the show’s characters orchestrate heists with precision and disguise. This analogy simplified the complex idea of data breaches into a gripping, familiar narrative that our
audience already knew from popular culture including Money Heist inspired stories, cricket related stories, corporate politics stories, action sequences etc.
The impact was significant. Before this, many MSMEs underestimated the risk, assuming their small scale made them immune to cyber threats. The Money Heist metaphor shifted their perception by making the threat vivid and relatable—they could visualize cybercriminals as cunning thieves targeting their valuable data, much like a heist targets a bank. We saw a noticeable change: business owners started asking questions like, “How do we stop our own heist?” This marked a transition from indifference to engagement, sparking curiosity about protective
measures and paving the way for introducing BLACKbox as the solution. By leveraging this metaphor, we turned an intangible concept into a tangible concern they couldn’t ignore.
3. Synersoft invested in high-quality video content to illustrate cybersecurity threats and solutions. How did these videos impact customer engagement and sales conversions compared to traditional sales pitches?
At Synersoft, our investment in high-quality video content to illustrate cybersecurity threats and solutions had a transformative impact on customer engagement and sales conversions, far surpassing the results of traditional sales pitches. Rather than relying on technical jargon or conventional presentations—which often left Indian MSME founders and directors disengaged—we partnered with professional scriptwriters, actors, and cinematographers to produce short films. These videos used relatable metaphors, such as the Money Heist imagery for data theft or a cricket analogy for high availability, to make cybersecurity accessible and compelling. Here are some samples.
The effect on engagement was immediate and profound. Traditional sales pitches typically struggled to hold attention or convey urgency, as MSMEs found the subject matter dry or disconnected from their realities. In contrast, our metaphorical videos—set in familiar office environments and infused with humor or popular culture references—captured their interest and sparked emotional resonance. Customers weren’t just listening; they were asking questions, sharing the content with peers, and revisiting our YouTube channel, which hosts these films. This heightened interaction signaled a deeper connection to the need for data protection. Here are some samples.
As for sales conversions, the videos significantly shortened the sales cycle and boosted closure rates. Where traditional pitches often met resistance due to skepticism or budget concerns, the storytelling approach built trust and clarity. For example, after establishing awareness with videos like the Money Heist analogy, we transitioned to solution-oriented films showing BLACKbox as an all-in-one answer— simplified through action-packed narratives or office-based scenarios. This progression guided MSMEs from curiosity to conviction, making them more receptive to adopting BLACKbox over fragmented, traditional IT setups. Over eight years, this strategy not only increased conversions but also positioned BLACKbox as a memorable, preferred solution, proving that engaging content could outperform conventional methods in both impact and results.
4. BLACKbox competes with traditional IT solutions for data security. How has your metaphor-driven marketing approach helped differentiate BLACKbox from competitors in a crowded market?
In a crowded market where BLACKbox competes with traditional IT solutions for data security, our metaphor-driven marketing approach has been instrumental in
setting us apart. Indian MSMEs were often accustomed to fragmented, conventional setups—multiple tools for backups, security, and compliance—which they viewed as familiar and sufficient. To differentiate BLACKbox, we used metaphors to reframe cybersecurity and position our all-in-one solution as both innovative and indispensable, rather than just another option. Here are some samples.
For instance, in the awareness stage, we used analogies like the Money Heist imagery to highlight the vulnerabilities traditional solutions often overlooked, painting a picture of stealthy data theft that piecemeal tools couldn’t fully prevent. As we moved to presenting BLACKbox, videos like our action-packed narrative depicted it as a “single, powerful shield”—contrasting it with the complexity of juggling multiple systems. Finally, in the closure stage, comic-style videos, such as one on “herd mentality in IT solutions,” subtly critiqued the outdated habit of sticking with traditional setups, nudging decision-makers to see BLACKbox as a smarter, more effective alternative.This approach gave us a clear edge. While competitors relied on technical specs or price wars, our metaphors made BLACKbox memorable and relatable, cutting through the noise of a saturated market. They simplified its unique value— integrating data protection, security, and compliance into one system—into stories that stuck with our audience. Over time, this not only built brand recall but also shifted perceptions, with MSMEs increasingly viewing BLACKbox as a forward thinking necessity rather than a redundant expense. By leveraging storytelling over eight years, we carved out a distinct identity, accelerating acceptance and distinguishing BLACKbox as the preferred choice in a sea of traditional alternatives.
5. Based on your experience, how do you see the role of metaphors evolving in B2B tech marketing? Are there new storytelling formats or channels that Synersoft plans to explore?
Based on my experience at Synersoft, I see metaphors evolving into an even more central pillar of B2B tech marketing, particularly as innovations grow increasingly complex and audiences demand clarity over technicality. Concept selling is inherently challenging—especially when targeting traditional industries like Indian MSMEs, who may not recognize their need for solutions like cybersecurity. Traditional marketing often falls short here, bogged down by jargon that fails to resonate. Metaphors, however, bridge this gap by weaving relatable, memorable narratives that simplify abstract ideas into familiar contexts, fostering emotional connections and driving understanding.
Our success with BLACKbox illustrates this. We’ve used metaphors—like a Money Heist analogy to depict data theft or a cricket match to explain high availability—to guide MSMEs through three critical stages: creating awareness with vivid risk scenarios, demonstrating solutions with engaging stories, and building trust by making BLACKbox feel intuitive rather than disruptive. This approach has shortened sales cycles, reduced resistance, and boosted engagement, proving that storytelling isn’t just a tool—it’s a game-changer for making innovations accessible.
Looking ahead, I believe metaphors will evolve beyond static analogies into more dynamic, immersive formats. As B2B buyers become more digitally savvy, the role of storytelling will expand to leverage interactive channels and technologies. At Synersoft, we plan to explore new avenues like interactive quizzes and decision making games to sensitize the prospects about data breach scenarios, insider threat situations, data loss consequences visualization, and the necessity of compliance to see BLACKbox in action. Short-form video content on platforms like LinkedIn or Instagram Reels also holds potential, delivering bite-sized, metaphor-driven stories to capture attention in a crowded digital space. These formats can amplify our three-stage approach, making complex tech not just understandable but experiential.
Ultimately, as B2B tech marketing evolves, metaphors will remain a powerful way to cut through noise, evoke emotion, and accelerate adoption. By pairing them with emerging channels, we aim to keep pushing the boundaries of how Synersoft connects with and converts its audience.
About the Respondent
Vishal Prakash Shah is the Founder and CEO of Synersoft Technologies. A seasoned technology stalwart, an inventor of patented cybersecurity technologies, a writer, a serial entrepreneur, and an investor, he is known as the “Go to Guy” for MSMEs. His expertise in IT security and business resilience has positioned him as a trusted advisor for enterprises navigating the digital age.
