MAM
O&M launches new TVC for TI cycles’ ‘i bike’
NEW DELHI: Chennai-based TI Cycles of India has launched a new television commercial (TVC) for its new bicycle BSA i Bike, designed by I.D.E.A Institute, Turin in Italy. The campaign has been created by Ogilvy & Mather.
“The BSA `i bike’ is a revolution in the Indian bicycle market. Designed by I.DE.A. Institute, the designer of Fiat Palio and Tata Indica, this bicycle merges stunning looks with superior design. I.DE.A. has incorporated the anthropological data of Indians in the design in order to ensure that this is the most comfortable bicycle to ride,” says BSA brand manager Rachna Anbumani.
The bicycle has been conceptualised as per the average height of the Indian consumer. “In addition to the cantilever frame design, which acts as a natural shock absorber, the height of the cycle and the distance between the seat and handle bar are matched to suit the average height of Indian consumers. The handle bar is also unique and offers the rider three grip positions. This helps the rider to adjust his riding position and overcome fatigue.”
The commercial, with tagline `prepare to be watched’, focuses on the product features. It shows a boy, the protagonist, riding on his new BSA `i Bike’, which leaves his peer group spellbound. The commercial specifically focuses on bike’s features such as X shocks frame, multi-grip handle bar, Aero tread and contoured seat and signs off by stating the bike has been designed in Italy.
“The target audience for this bike is – boys in the 9-14 age-group. The brief given to the agency was to make the launch campaign for BSA i bike, ‘the most coveted bike’ because of its looks – designed by idea institute Italy and a host of features,” says Anbumani.
“The ‘i bike’ comes with a host of other features like soft cushioned seat, Aero tread tyres for better road grip, non-slip rubberised pedal and Shimano head lamp. TI Cycle has registered the design. The bike is presented with very attractive paint finish and with under lacquer stickers. The bike also carries the signature of the designer from I.DE.A. Institute, Justyn Norek,” said Anbumani.
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.
