Brands
Joy’s ‘Behenhood’ blitz rides WPL to sell sisterhood
MUMBAI: Joy Personal Care has rolled out a new digital campaign, Behenhood, using the Women’s Premier League as a high-voltage stage to champion female solidarity and plug its skincare portfolio.
The campaign is tied to Joy’s ongoing partnership with the UP Warriorz and plays out through a season-long stream of short films featuring players Deepti Sharma, Harleen Deol and Phoebe Litchfield, alongside influencer Meethika Dwivedi. The films trade glossy hero shots for locker-room candour, capturing humour, rituals and the quiet acts of backing each other that define women’s sport.
For Joy, Behenhood is more than a slogan. The brand is pitching itself as an ally to women’s ambition, not just a logo on a jersey, tapping into the cultural shift that has made women’s cricket one of India’s fastest-growing sporting properties.
RSH Global co-founder and chairman of Joy Personal Care Sunil Agarwal, said the campaign reflects the brand’s long-standing focus on women’s empowerment and collective growth. CMO Poulomi Roy added that the idea was rooted in how modern women’s teams thrive on shared success rather than individual stardom.
Capri Sports COO Kshemal Waingankar, which owns the UP Warriorz, said the partnership works because it mirrors what happens inside the team: players showing up for each other under pressure.
With WPL viewership climbing and brands scrambling for relevance in women’s sport, Joy is betting that sisterhood, not swagger, will cut through the clutter and build a warmer, stickier connection with consumers.
Brands
FSS names Anand Krishnamurthi head of global digital delivery
Tech veteran to drive AI-first, cloud-led transformation in payments globally
CHENNAI: Financial Software and Systems (FSS), an AI-first payment infrastructure company, has appointed Anand Krishnamurthi as head of global digital delivery.
In his new role, Anand Krishnamurthi will lead FSS’s global digital delivery capabilities, focusing on AI-first and cloud-led transformation while ensuring predictable, high-quality outcomes for customers worldwide. He will be based in Chennai and report to V. Balasubramanian, CEO of FSS.
Bringing 28 years of experience in technology and digital transformation across banking, capital markets, financial services, and insurance, Anand has held senior leadership positions at Cognizant and NuSummit. He is recognised for scaling multi-geography delivery teams, leading mission-critical platforms, and embedding AI-driven automation in complex, regulated environments.
“What drew me to FSS is its deep payments expertise, strong product DNA, and the scale at which its platforms power real-world financial ecosystems,” said Anand Krishnamurthi. “I aim to strengthen delivery predictability, execution rigor, and engineering quality, building empowered teams that deliver measurable customer outcomes. FSS has a unique opportunity to create real-time, AI-infused payments infrastructure that is resilient, secure, and globally scalable.”
V. Balasubramanian added, “Anand’s track record in leading multi-geography delivery programs and AI-first operating models makes him the ideal leader for FSS as we accelerate our AI-driven digital payments business. His leadership will help us raise the bar for outcomes globally.”
This appointment is part of FSS’s broader push to build an AI-powered, cloud-native delivery organisation capable of meeting the evolving needs of banks, fintechs, and financial institutions worldwide.
