MAM
BlackCab agency network’s artful campaign for Avartana’s culinary marvels
Mumbai: BlackCab, a leading force in content production and social media strategy, has successfully curated a groundbreaking campaign for the launch of Avartana, ITC Maratha’s latest culinary venture in Mumbai. Avartana represents an exclusive blend of traditional and progressive renditions of southern Indian cuisine, rooted in the gravitas of the unique tastes, aromas, and flavours of southern Indian spices.
The BlackCab team collaborated closely with ITC Maratha for the launch of Avartana, a renowned restaurant already established in other cities and now expanding its presence in Mumbai. Their partnership focused on two key areas: content production and social media strategy. The content production team carefully planned how they would create content for Avartana’s first appearance in Mumbai, considering the best way to approach the project and what they wanted to convey, ensuring a captivating launch.
BlackCab leveraged its network agency model using its specialised short-form content studio Secret Sauce Studios to produce the content for the Avartana launch. The project saw them capture an array of photos and videos together with architectural shots that emphasize the restaurant’s beauty. The project focused on bringing out and articulating the thought and inspiration behind Avartana’s five different multi-course menus. The BlackCab team spent time with the chefs to understand why the ingredients play such a vital role in the dining experience at Avartana. Following this, the team crafted a content strategy that would bring the space to life.
A workshop was conducted with the chefs and Secret Sauce Studios co-founder Alok Verma, to help learn the nuances behind the menu and bring out storytelling in the direction of the videos and each of the photographs clicked. The storytelling prowess of BlackCab continues to radiate, creating a unique experience by unfolding captivating narratives and stories across various platforms and leaving a lasting impression on the audience. This campaign for ITC Maratha represents BlackCab’s superior understanding of a discerning audience. BlackCab hopes to tap into the audience through the content and strategy created for Avartana.
Brands
YES Bank appoints S Anantharaman as chief risk officer
Former Jio Financial Services group chief risk officer takes charge of enterprise-wide risk at the embattled private lender
MUMBAI: YES Bank is not taking chances with risk anymore. The private lender has appointed S Anantharaman as its chief risk officer, a hire that signals the bank’s continued effort to rebuild credibility and tighten the controls that once famously slipped.
Anantharaman arrives from Jio Financial Services, where he served as group chief risk officer and built a risk management architecture spanning lending, payments, insurance broking and asset management from the ground up. Before that, he held the chief risk officer role at Bank of Baroda and senior leadership positions at HDFC Bank and L&T Finance Holdings. Three decades in banking and financial services, in other words, with scars and qualifications to match. He is a chartered accountant and a CFA charterholder.
At YES Bank, his brief is considerable. Anantharaman will oversee the bank’s entire enterprise-wide risk framework, covering credit policy, market risk, operational risk, information security, data governance, analytics, model governance and data privacy. It is, in short, every lever that matters when a bank is trying to prove it has grown up.
YES Bank’s turbulent past needs little rehearsing. What it needs now is exactly what Anantharaman has spent thirty years building: the kind of risk culture that stops problems before they become headlines. The appointment suggests the bank knows it.
