MAM
Allen jumps the gun as prep takes centre stage before JEE results
Multi-state newspaper blitz backs mindset over marks, ahead of peak results noise.
MUMBAI: While most test-prep brands wait for ranks to roll in before rolling out ads, Allen Online has decided to play a different game and play it early. Days before the JEE Advanced results are even declared, the edtech player has gone to print with a bold, multi-state newspaper campaign that flips the usual results-season script.
Running across Uttar Pradesh, West Bengal and Maharashtra, the campaign spans six leading publications and lands ahead of the most crowded advertising window in the education calendar. Instead of celebrating toppers after the fact, Allen Online places the spotlight squarely on preparation, student mindset and confidence while making a striking forward-looking claim of 175 plus IIT-qualified students even before the results are out.
Traditionally, the test-prep category comes alive only after competitive exam results are announced, with rank-led hoardings and congratulatory ads dominating newspapers and digital feeds. Allen Online’s move challenges that rhythm, signalling a shift from reactive storytelling to proactive narrative-building.
By entering the conversation early, the brand appears to be betting on recall before clutter. Results season is notoriously noisy, with multiple coaching institutes vying for the same slice of attention in a narrow time frame. A campaign timed before the announcement may help brands shape perception when audiences are not yet overwhelmed by celebratory claims and percentile wars.
“In highly competitive categories, timing can be as important as messaging. We saw an opportunity to engage audiences at a different moment in the results cycle and explore a narrative that advances outcome-led communication to a much earlier point in the results cycle,” an Allen Online spokesperson said.
The approach also subtly reframes success from a single-day outcome to a longer journey rooted in discipline and preparation. Whether this pre-results gamble pays off will be known soon enough, but for now, Allen Online has ensured it enters results season not with a whisper after the noise, but with a confident headline before it.
MAM
Manappuram Finance appoints Sreekanth P V as group head – operations
22-year veteran from Bajaj Finance to drive efficiency and customer experience.
MUMBAI: Manappuram Finance just upgraded its operations engine because when customer delight needs turbocharging, even the gold loans get a smoother ride. Manappuram Finance Ltd has appointed industry veteran Sreekanth P V as group head for operations & customer experience at the grade of president. In his new role, Sreekanth will lead efforts to strengthen operational efficiency, enhance customer experience, streamline processes, drive service innovation and scale the company’s digital ecosystems across all business verticals.
Sreekanth brings over 22 years of experience in operations management, digital platforms, product innovation and customer experience within the financial services sector. Most recently he served as deputy executive vice president for digital platforms at Bajaj Finance Ltd, where he led the development of a unified app and web platform strategy and built a cohesive digital ecosystem.
Manappuram Finance, chairman and managing director V. P. Nandakumar said, “We are pleased to welcome Mr Sreekanth P V to the leadership team. He brings extensive experience in operations management, digital platforms and customer experience. As we continue to strengthen our operational capabilities and enhance customer engagement, his expertise will play an important role in driving efficiency, innovation and service excellence across the organisation.”
The appointment reflects Manappuram Finance’s ongoing focus on building a stronger leadership bench and elevating operational standards as the company scales its lending and customer engagement capabilities.
In a sector where every rupee counts twice, Sreekanth isn’t just joining the team, he’s the new conductor making sure the entire orchestra of loans, digital flows and customer smiles stays perfectly in tune.
