MAM
Mahindra Tractors ropes in Mahesh Babu as new brand ambassador
MUMBAI: Mahindra & Mahindra has appointed Telugu actor Mahesh Babu as brand ambassador in Andhra Pradesh for its tractor division.
According to the company, Babu signifies the strong focus of the tractor major towards the Andhra Pradesh market and its steady progress towards creating a “young” and “vibrant” brand image amongst the next generation of farmers.
A new TVC campaign featuring Babu has been rolled out in Andhra Pradesh taking this association to the next level. The TVC is being supported by print, outdoor, promotions and activations.
Interface is the creative agency working on the account.
Talking about the objective of the new campaign, M&M SVP marketing and AppliTrac Farm Equipment Sector Sanjeev Goyle said, “For the Andhra farmer, our tractors are something that they‘ve grown up with. Generations of farmers have patronised the brand and the challenge really is to take this relationship forward. We now want to connect with the next generation of farmers who are keen to use tractors equipped with technology that offer better fuel efficiency. The central idea is the meeting of two superstars.”
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.
