MAM
Comedy Central goes BTL for Hot in Cleveland sitcom
MUMBAI: Viacom18’s comedy channel Comedy Central has rolled out a marketing campaign to promote its latest sitcom offering Hot in Cleveland. Instead of only sticking to the usual TV, print and OOH route, this time around the channel has opted for a more interactive and inclusive BTL route.
The show is aired at 10 pm on weekdays and follows the lives of three middle-aged best friends from Los Angeles, who have to make an emergency landing at Cleveland on their flight to Paris.
As part of the campaign, Comedy Central has tied up with Rubys to create some special ‘Hot in Cleveland’ drinks like Mango Margarita, Appletini, Watermelon Fizz and Ruby Coolers keeping in mind the tastes of a woman. Another tie up has been forged with coffee house chain Café Coffee Day where the ‘Hot in Cleveland Cappuccino’ has been introduced and will be available for the months of July and August.
The channel has also collaborated with premium salon Juice where customers above the age of 40 may avail of the special ‘Hot in Cleveland’ package.
Additionally, Comedy Central has partnered with Airtel DTH to play promos on the default channel for 10 days, Inox, which will have promo stills during the interval and Book My Show, In.com and Crossword, will actively promote the show over the next month through contests and other innovative branding.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
