Brands
AU Small Finance Bank launches ‘Soch Badlo, aur Bank Bhi’
MUMBAI: AU Small Finance Bank, India’s largest small finance bank and the first in its category to secure in-principle RBI approval to transition into a universal bank, has unveiled a new brand campaign built on its theme “Soch Badlo, aur Bank Bhi” (Change your thinking, change your bank). The films, created by McCann, feature Bollywood actors Ranbir Kapoor and Rashmika Mandanna and mark a shift towards a more entertainment-driven, mainstream tone.
Using humour, familiar conversations and everyday domestic moments, the campaign urges viewers to question whether their current bank truly serves their needs. Rather than hard-selling products, Ranbir and Rashmika act as gentle nudges, encouraging audiences to consider more rewarding financial choices and to re-evaluate their banking relationships.
The communication showcases AU’s strengthened consumer and business offerings. For retail customers, AU pitches higher interest rates with monthly payouts on savings accounts, as well as lifestyle benefits and merchant offers on debit cards. For businesses, its current-account suite bundles lending, collections, merchant solutions and trade and forex services into a single platform.
A centrepiece of the pitch is AU’s digital stack: the AU 0101 app and AU 0101 business app, which aim to replicate full-branch capability on mobile, with real-time account visibility, integrated money management and instant transactions.
AU Small Finance Bank MD and chief executive Sanjay Agarwal, said the campaign aims to prompt customers to reflect on their banking choices “in a contemporary, relatable and entertaining way”. McCann Worldgroup India chief creative officer and chief executive Prasoon Joshi, said the work draws on “warmth, relatability and the humour in everyday human truths”.
Directed by Hemant Bhandari and produced by Chrome Pictures, the campaign will run across television, digital, social media and print as the bank steps up its push towards becoming a universal bank.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
