MAM
DDB Mudra Group’s Point of New reveals shifts in 2021 consumer trends
New Delhi: DDB Mudra Group has unveiled Point of New, an e-book comprising a collection of essays that examine lasting shifts in consumer behaviour brought on by the pandemic. Using the group’s proprietary Signbanking process, over 600 Covid specific small signs of social change were aggregated over the course of eight months. Authored by the group’s strategy team, these 15 essays act as a guide in shaping decisions for the new world.
Point of New showcases the impact of new rituals in a post-Covid world on people, businesses and society at large. The essays discuss the new rules of the new world modelled on themes that keep the wheel of life in motion such as being, identity, consuming and parenting amongst others.
The research began by studying people's lifestyle and daily routines in their natural environment without intrusion. This anthropological approach to understanding consumer behaviour as it plays out in day-to-day lives helped predict larger cultural and behavioral shifts.
DDB Mudra Group national strategy head Amit Kekre said, “The pandemic has forced us to consider a new and hopefully a better tomorrow. Just how much better this new world will be, depends on how we construct it. It depends on the choices we make on our path to the new. While a lot has been said about the pandemic from a quantitative point of view, ‘Point of New’ goes a step further. The essays contemplate what aspects of the new world could be truly meaningful and which might need us to exercise caution as brand and business owners.”
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.
