Brands
Bharti AXA Life Insurance ropes in Vidya Balan as brand ambassador
Mumbai: Bharti AXA Life Insurance, a joint venture between Bharti Enterprises and AXA insurance on Tuesday announced that it has roped in Bollywood actor Vidya Balan as its brand ambassador.
The National Award-winning actor embodies the core values of Bharti AXA Life Insurance and will help deepen the narrative of #DoTheSmartThing championed by the brand, stated the company.
“Vidya Balan has been a challenger in her field, expressing herself authentically and has always questioned stereotypes,” said Bharti AXA Life Insurance MD and CEO Parag Raja. “She has excelled in bringing compelling and unique narratives to life on screen and is self-made, reliant, and audacious- values that strongly resonate with Bharti AXA Life as a brand. We believe in long-term relationships and are excited to bring Vidya on board to further our goal of broadening life insurance penetration across India.”
Speaking on the association, Vidya Balan said, “Bharti AXA has always been committed to simplifying insurance and empowering Indians to making smarter and savvier financial choices. I am extremely excited to represent the brand and help them further their manifesto of #DoTheSmartThing. It is heartening to see how the company has raised the bar of serving customers and constantly advocates for securing their financial futures. I look forward to the association and kicking off our engagement.”
Bharti AXA Life had announced a new brand purpose last year, which centres on making insurance simple for customers in a complicated world.
“We are excited to bring Vidya on board and look forward to an enriching partnership with her. We believe that our association will help us strengthen awareness around the category and build a more meaningful and purpose-driven connect with our customers,” commented Bharti AXA Life Insurance head of marketing Geetanjali Kothari.
Over the past year, Bharti AXA Life Insurance has made strategic investments in digital platforms to enhance customer experience and facilitate seamless services. The company plans to expand on the back of strategic partnerships and by increasing its distribution footprints across the country.
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.
