MAM
Experian rolls out Grameen Score for rural India
MUMBAI: Scoring big in Bharat! Experian Credit Information Company of India has unveiled the Grameen Score, a fresh credit scoring model designed to make borrowing easier and fairer for India’s rural population. The move aims to bridge the gap between financial institutions and millions of rural consumers who have long remained outside the formal credit net.
Aligned with the Government of India’s push for financial inclusion and the Reserve Bank of India’s efforts to widen access to credit, the Grameen Score helps lenders assess rural borrowers more accurately and responsibly.
Developed with a deep understanding of India’s villages, the model considers unique rural financial patterns such as repayment behaviour on small loans, the types of credit typically used in villages and even migration trends between towns and cities. The score ranges from 300 to 900, making it simple for lenders and borrowers alike to understand.
The Grameen Score particularly shines a spotlight on women entrepreneurs and self-help groups, helping them secure fairer loans and build stronger financial identities. For lenders, it translates into faster, data-driven decisions and a clearer picture of repayment capability.
Commenting on the launch, Experian Credit Information Company of India chairman Manish Jain said, “The Experian Grameen Score aligns with India’s agenda of inclusive growth. By helping institutions assess credit risk more effectively in rural areas, we are improving access to finance and building a more resilient and transparent credit ecosystem.”
He added that the score reflects Experian’s philosophy of “innovation with purpose”, using data and analytics to enable responsible rural lending and sustainable growth.
With this initiative, Experian aims to turn financial dreams in India’s heartlands into reality, one score at a time.
MAM
Boost Milkshake launches ‘The New Secret of Mahi Energy’ campaign with MS Dhoni
VML India crafts energetic tribute linking cricketing icon’s legacy to Gen Z fans.
MUMBAI: Boost Milkshake has found a fresh way to charge up its brand by plugging straight into the unbeatable energy of Mahendra Singh Dhoni and his millions of passionate fans. VML India has created an electrifying new campaign for Boost Milkshake titled ‘The New Secret of Mahi Energy’. The multi-channel, social-first campaign celebrates Dhoni’s enduring legacy of excellence, resilience, and drive, while cleverly positioning the ready-to-drink milkshake as the secret fuel behind “Thala’s” iconic Number 7 energy.
Designed specifically for Gen Z’s digital habits and love for authentic, shareable experiences, the month-long campaign blends cultural insight with high-impact creative execution. It features captivating out-of-home activations in Mumbai, Chennai and Guwahati, along with strong social-first initiatives amplified by authentic Dhoni fan pages and influencers, including superfan Saravanan Hari.
VML India managing partner for North Jaibeer Ahmad said, “Boost has always stood for the energy that fuels belief. Today, energy is not just physical, it’s emotional, collective, and contagious. Boost Milkshake taps into this new-age energy, fuelling the passion of a billion fans who power every moment of greatness.”
VML India, senior VP and executive creative directors Nakul Sharma and Tirtha Ghosh added, “MS Dhoni isn’t just a player in India, he’s a phenomenon. We turned fandom from a passive emotion into an active source of energy. The same energy that powers Mahi also lives within his fans.”
Hindustan Unilever Limited (HUL) head of brand building for lifestyle nutrition Shailee Chatrath Tyagi noted, “Boost is the OG of cricket culture. With the national launch of Boost Milkshake in ready-to-drink format, ‘The New Secret of Mahi Energy’ is a befitting tribute to the eternal equation of Mahi and his million fans.”
Timed perfectly with the ongoing IPL season, the campaign reinforces Boost Milkshake’s connection with a new generation while celebrating Dhoni’s legendary status as he once again dons the iconic Number 7 jersey.
In a country where cricket runs on emotion as much as skill, Boost has smartly shifted the narrative, the real secret of Mahi’s energy isn’t just inside the champion, it’s also inside the millions of fans cheering him on. And now, there’s a tasty milkshake to power that collective belief.
