iWorld
Campus and TTT step up with ‘Five, Six, Seven, Ate!’
MUMBAI: Campus Activewear and Terribly Tiny Tales (TTT) have teamed up to launch Five, Six, Seven, Ate!, a punchy 15-part Instagram microdrama that pirouettes through passion, friendship, and the unfiltered spirit of young India.
Set in the vibrant world of competitive dance, each under-two-minute episode follows four young women as they chase dreams, trip on reality, and find rhythm in their own chaos. The series celebrates ambition, individuality, and the unspoken bonds that keep this generation moving.
The collaboration mirrors Campus’ ‘Move your way philosophy,’ blending TTT’s knack for authentic, bite-sized storytelling with the brand’s celebration of confidence and creativity.
“Gen Z connects with stories that feel real and unfold in their own spaces. Partnering with TTT allowed us to bring ‘Move your way’ and ‘You go, girl,’ alive in a format that’s instinctively social and emotionally honest,” said Campus Activewear chief innovation officer Prerna Aggarwal.
For TTT, it was a perfect fit. “We’ve always told stories that feel like they belong to you,” said Terribly Tiny Tales founder and CEO Anuj Gosalia. “This isn’t content for gen Z, it’s storytelling from their world.”
Together, Campus and TTT aren’t just keeping up with gen Z, they’re dancing to its beat.
e-commerce
American Express to acquire AI startup Hyper to boost automation
Deal targets expense management as AI reshapes corporate spending tools.
MUMBAI: From receipts to robots, the expense sheet is getting a brain upgrade as American Express moves to bring artificial intelligence into the heart of corporate spending. The company has announced plans to acquire Hyper, a relatively young but fast-rising startup founded in 2022 that builds AI-powered agents capable of organising expenses, generating reports, verifying compliance with budgets and policies, and nudging users with timely reminders. The deal, expected to close in the second quarter of 2026, underscores a growing shift among financial institutions to automate traditionally manual, time-heavy workflows.
Hyper counts Sam Altman among its backers, adding a layer of Silicon Valley credibility to the acquisition. While financial details remain undisclosed, the strategic intent is clear: deepen automation capabilities and sharpen American Express’s position in the competitive corporate spending ecosystem.
The two companies are not strangers. They previously collaborated in 2024 on a co-branded credit card product, suggesting that the acquisition is less a cold buy and more an extension of an existing relationship. With this move, American Express is effectively bringing that capability in-house, aiming to embed AI directly into its commercial services stack.
Chief executive Stephen Squeri had already signalled the direction of travel in a recent shareholder letter, describing AI as a “structural shift” in how businesses operate. The Hyper acquisition appears to be a direct response to that shift, particularly in expense management, where processes such as approvals, compliance checks and reporting remain ripe for automation.
Alongside the acquisition, the company is also expanding its product suite. A recently launched business credit card offers cashback and benefits at an annual fee of $295, with another card expected later this year moves that complement its broader push into commercial services.
Taken together, the strategy points to a future where managing expenses may require fewer spreadsheets and more algorithms. For American Express, the bet is simple, if businesses are rethinking how work gets done, the tools that power that work need to evolve just as quickly.
