MAM
Livon Silky launches ‘Break Free’ campaign
Mumbai: DDB Mudra has conceptualised the new ad campaign for Livon Silky tat introduces the brand‘s latest range of products. The campaign‘s aim is to showcase Livon’s main attribute of giving girls back the ability of leaving their hair open everyday.
The television commercial named ‘Break Free’ highlights the new formula which promises for the stylish hair that can be manageable every day.
The TVC propagates the USP of how the product helps to break free from hair that looks dull and tangled. The ad is directed by Jim Sonzero.
DDB Mudra CCO Sonal Dabral said, “It was very exciting and challenging to work on the new Livon TVC. An important milestone in the life of this brand, this new TVC is more than just a TVC. Besides being a befitting tribute to the free-spirited, modern indian girl who loves freedom, it‘s also an effort to do a total make-over of the Livon brand. I feel on both counts the TVC has been a great success. I‘m sure it will be loved by the target audience and will do wonders in the market place.”
DDB Mudra executive creative directors Talha Bin Mohsin and Mahesh Parab addeds, “We have used this campaign to mirror the insecurity a woman feels in being caged and tied down in her modern daily life. This film attempts to synonymously ask the contemporary woman to adopt change by taking actions into her own hands. No one can communicate this change any better than a spirited brand such as Livon”.
Marico India Sameer Satpathy EVP and business head shared, “This is our first TVC on Livon post our acquisition of the brand. We would like to increase the penetration of the category by driving the relevance of the same. The TVC highlights the brand’s ability to deliver on a women’s desire for open hair anytime and anywhere”.
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.
