ITV News
Paytm takes finance talk to streets for Gudi Padwa
Autorickshaw campaign in Maharashtra sparks open money conversations.
MUMBAI: Paytm just turned an autorickshaw into a rolling money therapist because this Gudi Padwa, the best financial advice didn’t come from a bank, it came from the back seat. Paytm rolled out a unique Gudi Padwa initiative across Maharashtra, transforming everyday streets in Mumbai, Pune and Ahilyanagar into open-air spaces for honest conversations about personal finance, money habits and life aspirations. A custom-designed Gudi Padwa-themed autorickshaw invited commuters to step in, chat freely and reflect on financial goals in a light, non-judgmental setting breaking the cultural taboo around discussing money openly.
Participants across age groups shared personal stories: first-time earners building saving habits, families setting new intentions for the year, gig workers managing cash flow and professionals rethinking long-term plans. The campaign gently highlighted how money quietly shapes daily life and future dreams, encouraging reflection without pressure.
To extend the festive spirit, Paytm gifted participants a specially designed ‘Gudi Bag’ inspired by Ugadi traditions. Each bag included a Paytm QR code, blending cultural symbolism with digital convenience and showing how mobile payments have become part of everyday celebrations.
The on-ground experience aimed to foster greater openness and confidence around money matters, positioning Paytm not just as a payments enabler but as a brand that supports informed financial behaviour and positive change.
In a country where money talk is often whispered, Paytm drove it into the open proving that sometimes the richest conversations start with nothing more than a ride, a chat and a shared Gudi.
ITV News
Think9 acquires Whoppl, launches Nova9 for culture-led marketing
New unit blends creators, strategy and data to power fast-moving brand stories
MUMBAI: Think9 has acquired digital-first marketing firm Whoppl, marking a decisive step in its push to build culture-led, future-ready brands. The deal also signals the launch of Nova9, a new unit designed to help brands move at the speed of the internet with high-velocity storytelling systems.
Founded by Ashni Biyani, Avni Biyani, and Santosh Desai, Think9 is bringing together Whoppl’s creator-first approach with its own brand-building expertise. The result is Nova9, positioned as a cultural intelligence and storytelling engine aimed at navigating today’s fragmented and fast-shifting digital landscape.
Nova9 plans to operate at the intersection of creativity and data, combining strategic planning, meme fluency, cinematic storytelling, platform-native thinking and real-time analytics. The ambition is clear: to help brands behave less like advertisers and more like media companies that respond quickly to culture, communities and conversations.
Think9 Consumer Technologies co-founder and Futurebrands India CEO Santosh Desai, said the move reflects a broader shift in marketing. Brands, he noted, are moving away from one-off campaigns towards continuous, culture-led narratives that live and evolve across platforms.
The new unit will also scale its capabilities by hiring across disciplines, from cultural strategists and creative storytellers to meme specialists, community managers and ai-focused data analysts. The idea is to build teams that can decode cultural signals and turn them into stories that travel.
For Whoppl, founded in 2019 by Ramya Ramachandran, the partnership offers a chance to amplify what it already does best. Known for its work in content creation, influencer marketing and social commerce, the company has built a creator-powered ecosystem tailored for a more participative internet.
Whoppl founder and CEO Ramya Ramachandran, said brands today win attention not by broadcasting messages, but by creating stories people want to engage with, remix and share. With Nova9, she added, the aim is to scale that philosophy into a full-fledged storytelling engine.
Nova9 will also work closely with The Foundery, Think9’s platform that connects founders, operators and investors to build new-age consumer brands. With Ramachandran set to play a central leadership role, the unit is expected to act as a bridge between traditional brand-building and emerging, internet-led business models.
Together, the move positions Think9 to tap into a new marketing reality, one where relevance is earned in real time and storytelling is as much about participation as it is about persuasion.
