MAM
Pix in marketing push for ‘The Hurt Locker’
MUMBAI: With one of its biggest properties for the year The Hurt Locker airing on 30 October at 9 pm, Pix is doing a marketing campaign covering print, television, outdoor and digital.
Speaking on this Pix VP marketing Himmat Butalia says, “We are pushing The Hurt Locker as an action movie. We want to capture as many eyeballs as possible and the action genre works best for English movies.
Pix has carried out outdoor activities in the form of hoardings in Mumbai, Delhi, Bangalore, Kolkata and Hyderabad from 22 October. There are print ads in Mumbai, Delhi, Bangalore and Kolkata on the day of the film‘s airing. The tagline is Everytime you suit up it is life or death”.
On the television front, the channel has taken spots on channels like Discovery and TLC a couple of days before the film airs.
In the digital realm, the channel has launched a viral game. Butalia claims that the game got 800 hits on Facebook within 15 minutes of launch. “The digital medium is certainly going to be very important for us going forward. You immediately get a reaction. You can track conversation. We are also using Twitter,” says Butalia. The viral game involves having to defuse a bomb.
On the ground level, the channel tied up with multiplexes PVR and Fame for loo snippets in Mumbai, Delhi, Bangalore, Hyderabad, Kolkata and Pune. It is also running promos in restaurants like McDonalds, Café Coffee Day in Mumbai, Delhi, Bangalore, Hyderabad, Pune and Kolkata using their screens.
Radio is not being used as the channel decided to focus on digital instead, says Butalia.
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.
