MAM
Bombay Shaving Company Women launches digital campaign #SayYesToTheCup
Mumbai: Bombay Shaving Company Women (BSC Women) has launched a bold & riveting digital campaign #SayYesToTheCup to drive awareness for menstrual cups and bring attention to sustainable menstrual choices. In the form of a rap battle, the campaign film dramatizes the benefits of using a menstrual cup versus more common forms of menstrual hygiene such as sanitary pads, thereby encouraging women to switch to comfortable & easy-to-use menstrual cups.
Two crews, representing the BSC Women menstrual cup and pad, battle it out, pitting the typical reactions of conventional sanitary products against the factual benefits of using menstrual cups.
Engaging and fun, the campaign film opens with a typical day at the office when a woman suddenly realizes she is on her period and her two colleagues aka pad-academic & cup-a-holic seem clearly interested to onboard her onto their respective crew. From there, the film transitions into an epic rap battle between the two crews and with the cup convincing the viewer to #SayYesToTheCup.
The campaign #SayYesToTheCup kicked off from 28 May 2022, which is marked as Menstrual Hygiene Day. But true to the brand’s personality of being bold, quirky and expressive, this movement is not restricted to a day.
Elaborating on the thought behind the campaign, Bombay Shaving Company Women chief business officer Siddha Jain said, “We believe in changing the game of how women’s hair removal and hygiene is perceived in India, and this is a movement towards our vision. Being a cup veteran and promoter myself, my team & I have carefully crafted the perfect cup for all humans who menstruate. Ultimately choosing the right sanitary product is really personal: we’d just like to make sure that choice is made knowing the facts. Staging a rap battle was a playful way to present some of the reservations about using the menstrual cup that we hear, alongside the benefits that cup users enjoy – in the end, as ever, it’s down to the viewer to pick their ‘crew’. But we will definitely be always on about menstrual cup awareness and convince you to #SayYesToTheCup.”
Brands
FSS names Anand Krishnamurthi head of global digital delivery
Tech veteran to drive AI-first, cloud-led transformation in payments globally
CHENNAI: Financial Software and Systems (FSS), an AI-first payment infrastructure company, has appointed Anand Krishnamurthi as head of global digital delivery.
In his new role, Anand Krishnamurthi will lead FSS’s global digital delivery capabilities, focusing on AI-first and cloud-led transformation while ensuring predictable, high-quality outcomes for customers worldwide. He will be based in Chennai and report to V. Balasubramanian, CEO of FSS.
Bringing 28 years of experience in technology and digital transformation across banking, capital markets, financial services, and insurance, Anand has held senior leadership positions at Cognizant and NuSummit. He is recognised for scaling multi-geography delivery teams, leading mission-critical platforms, and embedding AI-driven automation in complex, regulated environments.
“What drew me to FSS is its deep payments expertise, strong product DNA, and the scale at which its platforms power real-world financial ecosystems,” said Anand Krishnamurthi. “I aim to strengthen delivery predictability, execution rigor, and engineering quality, building empowered teams that deliver measurable customer outcomes. FSS has a unique opportunity to create real-time, AI-infused payments infrastructure that is resilient, secure, and globally scalable.”
V. Balasubramanian added, “Anand’s track record in leading multi-geography delivery programs and AI-first operating models makes him the ideal leader for FSS as we accelerate our AI-driven digital payments business. His leadership will help us raise the bar for outcomes globally.”
This appointment is part of FSS’s broader push to build an AI-powered, cloud-native delivery organisation capable of meeting the evolving needs of banks, fintechs, and financial institutions worldwide.
