MAM
Fi walks the talk on smart ways to save money
Mumbai: Online banking platform Fi has launched its latest campaign during the Indian Premier League (IPL) season with a difference. With disruptive thinking being at the core of startups like Fi, the neobank has come up with a fresh take on the conventional television commercial.
The campaign urging users to ‘save smart’ is a set of PowerPoint (PPT) presentations that air as ads that break the clutter. Built for the digital-first generation, Fi makes finance more accessible to users. The ad itself is focused on its target audience of upwardly mobile salaried millennials and working professionals who have been stuck at home creating PPT presentations for their work. Executed entirely on PPT, the campaign is live across Disney+ Hotstar, YouTube, and Instagram for the duration of the latest season of the IPL.
“The IPL is a fairly high-decibel, high-energy event on TV. Brands (us included in the past) spend big money on producing and airing ads. We were looking at ways to say that Fi is a savings account that’s all about saving smart,” stated Fi cofounder and CEO Sujith Narayanan. “Fi’s features help users save smart through unique and intuitive ways that users will enjoy. Our campaign sort of walks that talk, by airing the ad in the form of a presentation, a tool we’re more than familiar with by now thanks to working from home for a year and a half.”
MAM
Kalyan Jewellers launches Nimah Collection campaign
New temple-inspired jewellery range stars Sreeleela and Kalyani Priyadarshan.
MUMBAI: Kalyan Jewellers has given temple jewellery a cinematic glow-up and this time, it’s sparkling with star power and storytelling. The leading jewellery brand has unveiled a new campaign for its Nimah Collection, directed by acclaimed filmmaker Priyadarshan and featuring brand ambassadors Sreeleela and Kalyani Priyadarshan. Built around the powerful idea of “A Legacy You Wear”, the campaign presents a cinematic celebration of India’s rich temple jewellery traditions, positioning them as timeless expressions of identity, strength, and artistry.
The film brings mythology and classical performance together in a fresh narrative. Sreeleela’s character embodies strength and discipline, moving from archery to classical dance, with bold temple jewellery accentuating her power. In contrast, Kalyani Priyadarshan’s portrayal explores introspection and creativity through music and writing, highlighted by finer detailing and understated elegance. Together, the two personas showcase the Nimah collection as heritage jewellery that remains relevant across generations.
The Nimah range draws inspiration from South Indian temple jewellery and features intricate Nakashi (hand-carved) work. It includes statement bridal necklaces and haarams, temple-inspired chokers, earrings, jhumkas, rings, and chains perfect for both bridal and festive occasions.
Every piece in the collection comes with Kalyan Jewellers’ trusted 4-Level Assurance Certificate, guaranteeing purity, free lifetime maintenance, and transparent buy-back policies.
The campaign is now live across digital platforms, and the Nimah collection is available at Kalyan Jewellers showrooms nationwide.
In a market often crowded with glitter, Kalyan Jewellers has chosen to shine through meaningful storytelling. With “A Legacy You Wear,” the brand reminds us that the most beautiful jewellery doesn’t just adorn, it carries stories, culture, and timeless elegance forward.
