MAM
Financial services provider Iffco-Tokio highlights the happy moments
MUMBAI: August Communications has conceptualised and executed the latest advertising campaign for financial services provider Iffco-Tokio. The television commercial is produced by Thoughtshop Film Productions.
The campaign takes off from insight that there are certain fleeting moments of joy that cannot be measured in everyone’s life. Through the brand campaign, it intends to join its audience in celebrating these intangible, often taken-for-granted, moments of joy in a manner that‘s warm, enjoyable and essentially very ‘Indian‘.
The campaign gives a glimpse of the happy moments one will live and also that the source of all such ‘khushiyan’ is taking general insurance. This ‘Khushiyon ka beema’ campaign thought takes the viewers one step ahead of what the products like Motor or Health Insurances have to offer.
By proclaiming ‘ek bima hona chaiye‘, the campaign attempts to establish ‘bima‘ or general insurance as a psychological symbol of safety.
The underlying message in the campaign is ‘we stand for the ‘bima‘ of your joy, however big or small.’ The campaign also brings the original brand proposition; ‘Muskurate Raho‘ in renewed focus through a fresh take on the idea.
The TVC is a montage of interesting, quirky and warm situations found commonly in an Indian context and yet, never really voiced and that an Indian audience will relate to and identify with immediately. The brand campaign comprises two 45 seconds edits and two 20 second edits further embellished by few 10 seconders.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
