MAM
ABBY Awards 2018 announces jury chairs
MUMBAI: After announcing the master jury for the creative category, the eminent ABBY Awards that recognises and rewards excellence across advertising, marketing and media has now announced the illustrious jury chairs for the media, broadcaster, publisher, branded content & entertainment, specialist and craft categories. Chairing the jury for each of these categories are stalwarts and veterans who have played an instrumental role in leading the respective categories towards new echelons of growth.
Presented by the Advertising Club and AAAI, the ABBYs 2018 will be a highlight at the leading advertising convention, Goafest, where once again the entire advertising and marketing fraternity is expected to come together in Goa, between 5-7 April 2018, at The Grand Hyatt, Bambolim, North Goa.
ABBY awards governing council chairman Ajay Kakar says, “The guiding principle of ABBYs 2018 is that an award is as good as the jury that judges it. Having identified and announced the master jury for the creative ABBYs, we have extended the ‘Jury of Masters’ principle to all the other categories of ABBYs 2018. Each of them is a celebrated and iconic veteran of their crafts.”
The eminent Jury Chairs include stalwarts as below:
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JURY CHAIR “ABBY AWARDS 2018” |
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Media |
Sam Balsara, Chairman, Madison World |
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Public Relations |
Madan Bahal, Managing Director, Adfactors PR |
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Direct |
Raj Nair, CEO and Chief Creative Officer, Madison BMB |
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Design & Still Craft |
Viral Pandya, Co-Founder, Chief Creative Officer, Out of the Box |
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Radio Craft |
Ramanuj Shastry, Co-Founder & Director, Infectious |
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Broadcaster |
Rohit Gupta, President, Network Sales And International Business, Sony Pictures Networks, India |
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Publisher |
Pradeep Dwivedi, CEO, Sakal Media Group |
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Branded Content & Entertainment |
Tarun Katial, CEO, BIG FM |
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Digital & Mobile and Digital Craft |
Sidharth Rao, CEO & Co-Founder, Webchutney |
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Video Craft |
Vinil Mathew, Director, Breathless Films |
MAM
BHIM rolls out Mahi Way campaign to boost trust in digital payments
MS Dhoni-led push highlights simplicity, safety and instant transactions
MUMBAI: BHIM Payments App has launched a new nationwide campaign titled Mahi Way, aiming to reinforce its positioning as a simple, secure and dependable digital payments platform.
Developed by NPCI BHIM Services Limited, the campaign taps into India’s trust-driven relationship with money, highlighting ease of use and safety as key drivers for digital adoption. At its centre is brand ambassador Mahendra Singh Dhoni, whose calm and no-nonsense persona mirrors the app’s promise of fuss-free transactions.
Built around the line ‘BHIM App se karo pay, it’s the Mahi Way’, the campaign captures everyday payment dilemmas where users are faced with multiple options but ultimately gravitate towards a reliable choice. The films spotlight BHIM’s scan-and-pay feature, alongside instant rewards, to underline speed and convenience in daily transactions.
NPCI BHIM Services Limited managing director & CEO Lalitha Nataraj said, “In India, trust continues to play a defining role in how people adopt and use digital payments. As adoption deepens, users are looking for simplicity and trust, along with the assurance that every transaction is safe and secure. Our new campaign, ‘Mahi Way’ reflects this behaviour where payments happen without confusion or delay, on a platform that users can rely on.”
Conceptualised by Tilt Brand Solutions, the 360-degree campaign will roll out across television, digital platforms, cinemas and outdoor media. The flagship film will run in a 25-second format, supported by shorter edits for digital and social platforms to ensure high-frequency visibility.
Adding a layer of inclusivity, the campaign will be available in 11 languages, spanning Hindi, English and several regional languages including Marathi, Tamil, Telugu, Kannada, Malayalam, Bengali, Gujarati, Odia and Assamese.
Tilt Brand Solutions president and head of creative Kushager Tuli said, “With Mahi Way, MS Dhoni is shown in a more everyday context, not just as a cricketing icon, but as someone who reflects calm and clarity in simple decisions. The campaign brings this into real payment situations, making them feel intuitive and effortless.”
With a familiar face and a clear message, BHIM’s latest push aims to make digital payments feel less like a choice and more like second nature for users across the country.
