MAM
DTV introduces D’Artist Plus, transforming collaborations between celebrities and brands
Mumbai: D’Artist Talent Ventures (DTV) presented D’artist Plus, a pioneering service revolutionising celebrity-brand associations tailored for start-up brands, through a groundbreaking structured deals approach.
With over 15 years of experience in celebrity-brand collaborations across diverse sectors and geographies, DTV boasts a network with an extensive portfolio of top Indian and international celebrities. Evolving with the times, DTV also actively engages with curated digital-first celebrities to extract substantial and meaningful benefits for brands.
Leveraging profound expertise and robust business relationships, DTV aims to empower the start-up universe through a scientifically refined strategy, termed “Enhanced Endorsements.” This strategic initiative transcends conventional practices, promising unparalleled economic advantages for both celebrities and brands, fueled by overall brand growth.
“In introducing D’Artist Plus, we aim to foster enduring, value-driven relationships between influential personalities and dynamic consumer brands. Our goal is not merely endorsements but forging deeper partnerships,” expressed Darshana Bhalla, CEO and founder of DTV.
Incorporating the principles of Structured Deals,’ D’Artist Plus will harness the demographic and influential power of celebrities and personalities with high consumer affinity and credibility to contribute impactful and dynamic solutions to consumer brands. Thus, leveraging a celebrity’s efforts and involvement to create transformative value for start-ups, while creating substantial upside for their efforts.
“D’Artist Plus addresses specific marketing challenges faced by start-ups, offering opportunities to surpass measurable expenditures and access high-impact marketing propositions. By integrating high-profile celebrities from entertainment, sports, and digital realms, we envision symbiotic associations fostering mutual benefit and growth..,” Darshana added.
Additionally, D’Artist Plus introduces a comprehensive marketing advisory services program, ensuring the optimization and maximization of potential in unique brand-celebrity associations across different growth stages and various domains.
“This service is administered by a highly adept and scholarly team operating in the backend, distinguished by their profound expertise and advanced capabilities” Darshana concludes
Our prior successes with promising start-ups, coupled with collaborations underscore our ability to deliver substantially enhanced value in this mutually beneficial partnership. The formal launch of D’Artist Plus, marks a significant milestone, bringing together the start-up brands at various developmental stages and also aligning with Atmanirbhar principles.
This initiative not only benefits from the homegrown and global celebrity’s influence on Indian businesses, but also contributes to the growth and promotion of indigenous brands, skills, and initiatives, resonating strongly with companies valuing self-reliance and talent keen to support Indian Brands.
Being a celebrity sourcing agency, our all-encompassing, solution-oriented, non-conflicting, service proposition distinguishes us as an agency dedicated to curating tailored solutions, aligning seamlessly with the distinctive needs of the brands we serve, hence elevating their marketing strategy in entirety.
Brands
Reserve Bank of India cancels Paytm Payments Bank licence
Central bank cites compliance failures; curbs tighten as wind-up looms
MUMBAI: India’s banking watchdog delivered its sharpest blow yet to Paytm Payments Bank, cancelling its licence and effectively ending its ability to operate as a bank under the law.
The Reserve Bank of India said the entity can no longer conduct banking business under the Banking Regulation Act, citing concerns that its affairs were not being run in the interest of depositors or the public and that it had failed to meet licence conditions.
The move escalates a crackdown that has been building for months. The bank had already been barred from onboarding new customers since March 11, 2022, and later faced restrictions on deposits, credit and wallet top-ups. In January 2024, the central bank ordered it to stop accepting fresh deposits, pointing to persistent non-compliance, including lapses in customer due diligence, use of funds and technology systems.
Operationally, the bank is now on a tight leash. It may process withdrawals of existing deposits and facilitate loan referrals through banking correspondents, but it cannot take fresh deposits.
The central bank said it would apply to the high court to wind up the bank.
Paytm sought to ringfence the fallout. In a regulatory filing, it said the licence cancellation applies to Paytm Payments Bank Limited, a separate entity, and should not be attributed to One 97 Communications. It added that there is no exposure or material business arrangement with the bank and that it operates independently, without Paytm’s board or management involvement.
“As informed earlier, Paytm (One 97 Communications Limited) and its services, which have been operating without interruption, will continue to operate uninterrupted. These include the Paytm app, Paytm UPI, Paytm Gold and all other services offered by its subsidiaries and associated companies,” the company said.
The distinction may reassure users of the app ecosystem, but the regulator’s verdict is unequivocal. After years of warnings, caps and curbs, the payments bank experiment at Paytm is being shut down—decisively, and with little room left to manoeuvre.
