MAM
DBS Bank India launches new brand film ‘Uplift’ with Sachin Tendulkar
Mumbai: DBS Bank India has unveiled a new pan-India brand campaign featuring brand ambassador Sachin Tendulkar. The campaign positions the bank as a reliable partner for all the big and small moments in a customer’s life.
Conceptualised by Leo Burnett, the campaign involves 360-degree brand communications comprising television, digital, and out-of-home (OOH) advertising components. The film highlights the importance of having the right partner who can help navigate challenges to realise one’s goals.
The past 18 months have been a period of trials for many customers and businesses as their financial and business goals were impacted by the pandemic. The brand film ‘Uplift’ showcases the story of a young entrepreneur whose garments business sees a slowdown due to the Covid-19 restrictions. However, she is able to pivot her business with timely support from the bank. The campaign captures the resilience and innovative mindset of small and big businesses to navigate the challenges and how DBS can help through new-age banking solutions.
“Just like cricket, life too can be unpredictable involving trials and triumphs. However, both on and off the field, I believe that the right support system is crucial for navigating challenges. I am delighted to associate with DBS again to spread the message of optimism,” said Sachin Tendulkar.
“Our campaign celebrates a renewed sense of hope and courage. At DBS, we constantly innovate to meet evolving customer needs while also supporting the community we live in. The brand film brings this out through the story of an entrepreneur who triumphs over challenges to grow her business,” stated DBS Bank India executive director – group strategic marketing & communications, Shoma Narayanan.
The ‘Uplift’ brand campaign comes at the heels of another brand film called ‘Strong Heritage, Smart Banking’, which focused on DBS’ customer-centricity and digital offering. The campaign features Sachin Tendulkar, who has delivered his lines in Tamil. The campaign strongly resonates with the audience in South India and is a marquee brand initiative in the region following the amalgamation with Lakshmi Vilas Bank.
“Reassuring customers in challenging times has been a key focus area for DBS. Such communication further entrenches their brand promise – ‘Live more, Bank less.’ The latest campaign we have conceptualised for them helps communicate this in an inspirational way through a warm comeback story,” said Leo Burnett executive creative director Mayuresh Dubhashi.
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
