MAM
Hitachi Payment Services launches financial inclusion initiative
Mumbai: Hitachi Payment Services, a payments and commerce solutions provider launched its financial inclusion business to redefine access to financial services for the underbanked and unbanked sections of society. Through this strategic launch, the company has added a critical extension to its existing bouquet of services and will further drive inclusive growth.
The list of services includes – Aadhaar Enabled Payment Services, Micro ATM Services, Domestic Money Transfers, Mobile & DTH Recharges and Bill Payments
For the initial launch, Hitachi Payment Services has partnered with YES BANK, demonstrating its commitment to collaborative efforts for financial inclusion. The partnership leverages YES BANK’s strong banking expertise and Hitachi Payment Services’ extensive network and technology infrastructure to provide reliable and secure financial services to the underserved.
The financial inclusion business will be operated under the brand ‘Hitachi Money Spot Plus’ through a network of retailers called Hitachi Partners and will have a strong focus in Tier 3 to Tier 6 towns across the country. Driving financial empowerment and innovation, the array of services under the financial inclusion business has been made available through its comprehensive app ‘Hitachi Money Spot Plus’ on the Google Playstore.
The app provides a convenient one-stop platform for financial services and this digital approach complements the Hitachi Partners network, ensuring accessibility and seamless service delivery across the country.
On the launch of the financial inclusion initiative, Hitachi Payment Services, chief executive officer – digital business Anuj Khosla said, “The remarkable growth of internet penetration and financial literacy in India, especially in our rural communities, presents an urgent call for a resilient payment infrastructure that can keep pace with this rapid expansion. Retailers and merchants are the last mile touchpoints, enabling easy access to finance for customers.
Recognizing this, we are extending our services to include financial inclusion initiatives. In essence, we are not just building a payment infrastructure; we are building bridges to financial empowerment and contributing to the nation’s progress.’ he added.
YES BANK chief digital officer Naveen Chaluvadi said, “YES BANK has partnered with Hitachi Payment Services to launch Hitachi Money Spot Plus as part of our commitment to promote financial inclusion. This initiative is aimed at enabling financial transactions at hinterlands, focusing on taking digital benefits to the last mile in an assisted digital mode”.
Hitachi Payment Services business head, financial services & inclusion Anuj Saraswat stated, “At Hitachi Payment Services, innovation and financial empowerment are the guiding principles that drive everything we do. We believe that everyone should have access to the financial tools and resources that they require to progress, and we are committed to using technology to make that a reality.
Our mission is to bridge the financial divide to empower individuals and communities to thrive. With ‘Hitachi Money Spot Plus’ we have embarked on a transformative journey to build a more inclusive financial ecosystem in India.” he added.
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
