Brands
Noise collaborates with Airtel Payments Bank and Mastercard to launch new way to pay
Mumbai: Airtel Payments Bank collaborated with Noise, a smartwatch brand, and Mastercard, a global technology company in the payments space, to unveil A New Way to Pay. The entities have come together to launch the Bank’s Airtel Payments Bank Smart Watch aimed at revolutionizing contactless payments, to redefine and make contactless payments accessible to a larger consumer base. Bringing the power of, Tap and Pay to every wrist, the initiative will empower users to unlock the full potential of smart wearables and democratise convenient financial solutions, enabling users to stay ahead of the curve and enjoy the benefits of the future of payments.
These smartwatches, developed by Noise and enabled by Airtel Payments Bank will boost Tap and Pay capabilities, and enhance the experience for users by bringing the convenience of contactless payments through the smart wearables. The smartwatch will empower Airtel Payments Bank’s customers to do more with their wearables, making it a one-stop solution for their daily lifestyle needs. The new smartwatch is now available to be purchased at Rs 2,999.
Customers who have a savings account with Airtel Payments Bank can purchase this smartwatch from the Airtel Thanks App. Customers who are new to the bank can order the smartwatch immediately by opening a bank account digitally on Airtel Thanks App. They can then activate the watch by linking it to their savings bank account via the Thanks App in just one minute. Once linked, users can immediately commence making payments by simply tapping the watch on Point of Sale (POS) machines with the Tap and Pay facility. A customer would be able to make payments between Rs 1 to INR 25,000 per day using the Airtel Payments Bank Smart Watch.
The smartwatch has been conceptualized and meticulously crafted by Noise, India’s leading smartwatch brand, celebrated for offering a perfect synergy between state-of-the-art technology and functionalities that enhance a convenient lifestyle. Equipped with an array of health and productivity features and industry-forward innovation, the smartwatch is designed with an appealing 1.85-inch square dial to enhance the user experience further by enabling contactless payments directly from the wearable.
The smart watch’s NFC chip supported by the Mastercard network will further empower people to do more with their wearable, making the smartwatch a one-stop solution for all their lifestyle needs. The NFC chip-enabled smartwatches are designed to seamlessly support contactless payments at retail outlets, POS terminals, and various other touchpoints, making financial transactions more inclusive and convenient for all.
Speaking on the launch, Airtel Payments Bank COO Ganesh Ananthanarayanan said, “Urban digital customers now have a seamless solution for on-the-go digital payments through our partnership with Noise and Mastercard. The Airtel Payments Bank Smart Watch revolutionizes how customers engage in contactless payments, offering unparalleled convenience. With this innovation, customers can effortlessly make transactions without the hassle of carrying extra cards or using their phones for small payments. Our collaboration with Noise reflects our commitment to addressing the evolving needs of urban digital consumers. By integrating contactless payment capabilities into wearable technology, we empower customers with greater freedom and flexibility in their daily transactions. This smartwatch is the first wearable device that the bank has launched. The Bank will be coming up with more options and innovative payment solutions to enhance the digital banking experience, ensuring convenience and security for our valued customers.”
Speaking on the partnership and the innovation in the Smart Watch, Noise co-founder Amit Khatri said, “At Noise, innovation is our driving force, guiding us to constantly meet evolving consumer needs. We are thrilled to partner with Airtel Payments Bank. It marks a significant stride in redefining the smart wearable experience, exemplifying our potential to disrupt and bring forth yet another industry-forward innovation: Tap and Pay functionality in smartwatches. Through the Tap and Pay functionality powered by NFC chips on the Mastercard network, we aim to simplify the payment process and enhance convenience by unlocking a new way for users to interact with their devices. From conceptualization to bringing the idea to life, the Airtel Payments Bank Smart Watch, born from this partnership, reflects on our commitment to delivering meaningful innovation that ensures that every interaction with our product upgrades and enriches their lives.”
Highlighting the significance of this collaboration, Mastercard division president of South Asia Gautam Aggarwal said, “Today’s aspirational consumers are always on the lookout for unique multifaceted solutions that are quick, easy, efficient, and convenient. Contactless technology is a digital catalyst for a new set of consumer experiences. Mastercard has been partnering with the world’s leading global brands in the wearable segment to bring contactless payments to life. The company is delighted to collaborate with Airtel Payments Bank and Noise to jointly power the launch of this innovative smartwatch, which will act as a comprehensive lifestyle solution. Backed by Mastercard’s promise of safe and secure transactions, it will provide users with an enhanced and secure payment experience.”
While helping users unlock contactless payment functionality on the Smart Watch, which is equipped with Bluetooth calling capability, and boasts a long-lasting battery life of up to 10 days. Additionally, the SmartWatch offers access to a collection of 150 cloud-based watch faces and supports 130 different sports modes. With an IP68 water resistance, it can withstand water exposure. The watch features a 1.85-inch TFT LCD with 550 nits brightness and is available in both black and blue colour options. Furthermore, it includes a Stress Monitor feature to help users track and manage their stress levels effectively. Additionally, the SmartWatch features SpO2 Monitoring, enabling users to monitor their blood oxygen saturation levels for better health insights and tracking. It is available in black, grey, and blue colour options.
The smartwatch is just the start of this long-term partnership between Airtel Payments Bank and Noise, and the brands are working together to come up with the next phase of innovations on wearables, empowering India with Smart Payment Solutions.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
