Brands
Good Day campaign brews up a chai-time takeover with headlinesh push
MUMBAI: You take a sip of hot chai, and like magic, the round shape of a Britannia Good Day biscuit appears in your mind. Sounds familiar? That’s exactly the insight driving Headlines, Britannia’s latest campaign settling the age-old debate of which biscuit pairs best with chai.
Rather than showcasing the biscuit itself, Headlines plays on a clever visual trick, the way a steaming cup of tea seemingly brings Good Day to mind. This whimsical approach, crafted by Talented.Agency, solidifies Good Day’s place as the ultimate chai companion without even needing to show the product.
“Britannia Good Day isn’t just a biscuit, it’s an unmissable part of India’s chai ritual,” said Britannia general manager – marketing Archana Balaraman. “This campaign reinforces that connection in a way that’s fun, scalable, and instantly recognisable.”
The brand has already taken the concept to the streets, launching across IT park food courts, modern trade stores, and the humble chai tapri. Earlier this year, Britannia teamed up with Chai Point at the Maha Kumbh, ensuring lakhs of chai lovers enjoyed their tea with Good Day.
Brands
YES Bank appoints S Anantharaman as chief risk officer
Former Jio Financial Services group chief risk officer takes charge of enterprise-wide risk at the embattled private lender
MUMBAI: YES Bank is not taking chances with risk anymore. The private lender has appointed S Anantharaman as its chief risk officer, a hire that signals the bank’s continued effort to rebuild credibility and tighten the controls that once famously slipped.
Anantharaman arrives from Jio Financial Services, where he served as group chief risk officer and built a risk management architecture spanning lending, payments, insurance broking and asset management from the ground up. Before that, he held the chief risk officer role at Bank of Baroda and senior leadership positions at HDFC Bank and L&T Finance Holdings. Three decades in banking and financial services, in other words, with scars and qualifications to match. He is a chartered accountant and a CFA charterholder.
At YES Bank, his brief is considerable. Anantharaman will oversee the bank’s entire enterprise-wide risk framework, covering credit policy, market risk, operational risk, information security, data governance, analytics, model governance and data privacy. It is, in short, every lever that matters when a bank is trying to prove it has grown up.
YES Bank’s turbulent past needs little rehearsing. What it needs now is exactly what Anantharaman has spent thirty years building: the kind of risk culture that stops problems before they become headlines. The appointment suggests the bank knows it.
