MAM
Eureka Forbes ropes in Madhuri Dixit for new campaign
Mumbai: Eureka Forbes has launched a new campaign with Madhuri Dixit for its leading product Aquaguard. The campaign is planned by Taproot Dentsu and produced by YellowLifafa with the tagline ‘pani mein Zinc aisa kahaan hota hai… jahan Aquaguard hota hai.’
The newly launched copper and zinc cartridge will be present across the Aquaguard range. The campaign will be launched across all media channels and platforms.
It features the famous Madhuri-Dadi jodi, both played by the Bollywood actor. The ad showcases Aquaguard’s technological superiority by enriching water with the goodness of copper and zinc. Madhuri as dadi exhibits nonchalant confidence using the line ‘jahan Aquaguard hota hain.’
The new technology by Eureka Forbes, Active Copper Zinc Booster Cartridge infuses Copper and Zinc ions into the water to give not just pure but enriched healthy water also. When water passes through the cartridge, zinc and copper infuses with it offering the double goodness of both, said the brand in a statement.
Talking about the campaign, Eureka Forbes managing director Marzin R Shroff said, “Aquaguard as we all know has always been a pioneer in water purification. With copper and zinc ionic infusion, our new range focuses on the goodness of both copper and zinc. We continue our endeavour of developing innovative technologies to meet the ever changing needs of our consumers in order to build a healthier India.”
Taproot Dentsu India executive creative director Yogesh Rijhwani commented, “When we talk ‘Madhuri’ and ‘Aquaguard,’ the one word that comes to mind is ‘legacy!’ It’s that legacy factor and the bond that India shares with both the actor as well as their home water purifier – that helped us shape this campaign. She was obviously fabulous to pull this off with such ease – it was a pleasure to create this campaign!”
Eureka Forbes brand ambassador Madhuri Dixit said, “Our generations are changing but certain old-time habits are still intact! Aquaguard’s copper + zinc innovation is something I’ve always believed in – it made the belief in the communication message stronger. It was fun to do another ‘old generation vs new generation’ role yet again!”
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.
