MAM
Big RTL Thrill’s Fear Factor – Darr Se Takkar brings on board Mountain Dew and Vista D90 as partners
MUMBAI: BIG RTL Thrill has brought on board key male targeted brands Mountain Dew and Vista D90 as the title sponsor and associate sponsor respectively, for its show Fear Factor – Darr se Takkar.
With the channel reaching out to male audiences in the 15-44 years age group, the association enables Mountain Dew and Vista D90 to communicate with their TG. Mountain Dew’s campaign stays true to its positioning – ‘Darr Ke Aage Jeet Hai’, while the Vista D90 campaign communicates the ‘Designed to Thrill’ spirit.
Reliance Broadcast Network regional TV business head Sunil Kumaran said, “Our association with Mountain Dew and Vista D90 underlines our belief in creating a channel, offering action based content, to male audiences. These far, mass male targeted brands have had to make do with GEC’s, to reach their audiences even though it is a well known fact that these channels are more women titled. Big RTL Thrill comes as an answer to an advertisers’ quest for a platform that reaches male audiences effectively.”
Mountain Dew category director-flavors Ruchira Jaitly said, “Mountain Dew as a brand has always inspired people to face their fears to emerge victorious because the brand believes that beyond fear lies victory. Fear Factor – Darr Se Takkar is an ideal platform for us to associate with since the content of the show resonates well with the content of our communication.”
“Our association with Fear Factor – Darr Se Takaar on BIG RTL Thrill resonates the new Vista D90 positioning – all about the adrenalin rush of those who constantly seek thrill. The association goes far beyond just ‘staple diet’ sponsorship and connects with the right audience in interesting ways,” said Lodestar UM vice president Deepak Raj Netram.
BIG RTL Thrill is available across the platforms of Reliance Digital TV, Digicable, Sity cable, Incable, Hathway Digital, 7 Star Cable, JPR, Satellite, Star Broadband and others.
The show will ride on Reliance Broadcast Network’s consumer awareness campaign called ‘Choose Your Set Top Box Wisely’ / ‘Samajhdari se Chune, Apna Set Top Box’. After an extremely successful roll-out of the campaign across the 4 metros in DAS phase I, the campaign now extends across 38 cities in DAS phase II.
The 12-week campaign launched on 1 April has been designed to empower consumers with information on digitization. Simultaneously, it also offers distribution partners an excellent opportunity to strengthen brand equity. The campaign will see an extensive multi-media marketing push with the help of RBNL’s marketing muscle and expertise and will be promoted across the platforms of television, radio, cinemas, digital, outdoor, and on-ground.
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.
