MAM
Meat & seafood start-up TenderCuts launches its maiden campaign
MUMBAI: TenderCuts, the fresh meat, and seafood start-up backed by Paragon Partners and NABventures has released its first multi-film campaign focusing on the functional aspects of the brand.
The multi-film campaign conceived by Lowe Lintas Bangalore banks on humour to communicate the key features of the brand’s offering. It relies on how Indians are extremely particular about their food from visiting markets early in the morning for sourcing fresh produce to eating on the day it is cooked – most have their own rules when it comes to food. The campaign aims to highlight how the brand’s eco chain is built to keep the meat fresh.
“Understanding how Indian consumers gauge ‘freshness’ as one of the important factors in choosing their meats and seafood has driven our offerings and our process. And that has been our success. The team at Lowe Lintas has firmly positioned our brand in the space and this campaign aims to build consideration in the minds of our target audience,” said TenderCuts founder & CEO, Nishanth Chandran.
The film also aims to showcase that the meat comes fresh to the store and is cut only after an order is placed, which keeps the meat fresh. “The campaign is rooted in research. It is a beautiful, light-hearted, and memorable take on our USPs of ‘freshly cut after your order is received and, “cut the way you love it,” said TenderCuts chief marketing officer Aruna Jathar.
Lowe Lintas regional creative officer Puneet Kapoor said, “Being a brand that’s all about customer delight the task was to create something that was close to the heart. ‘Cut the way you love it’ sums that up nicely. And the films are all about celebrating the love for TenderCuts, whether it is the fact that they are an omnichannel or that they have the freshest locally sourced meat. Or even the fact that they have such a wide variety of cuts.”
An integrated campaign covering TVC, Digital, Print, and OOH will run in all three markets.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
