Brands
Reliance Trends partners Kaumudi TV in Kerala for Onam campaign #GetThemTalking
MUMBAI: Taking innovation in advertising a notch higher, Vibrant Advertising has created a unique campaign for Reliance Trends in Kerala for this Onam season, partnering Reliance Trends and Kaumudi TV for the former’s Onam Campaign #GetThemTalking.
For the first time ever, a brand has bought an exclusive space on a channel for running its ad campaign. The Reliance Trend Onam campaign ad ‘Trends Break’ will be played 22 times per day on the channel; twice every half hour from 6 pm to 11:30 pm daily. Since it is a weeklong innovation, this whole week will be known as Trends Week on Kaumudi Channel.
The innovation is being tried for the first time in Kerala as no other brand has bought this sort of excusive space on television for advertising earlier.
The week-long campaign is being supported by a TVC, featuring national film award winning actress Keerthi Suresh. The campaign was launched on the channel on Sunday, 25 August and will run till 31 August.
The ad film is a colourful spectacle that has got the viewers talking about the amazing festive collection of Reliance Trends that has all the latest designs and materials fit for the festive season of Onam. Actress Keerthi Suresh can be seen flaunting a number of traditional attires with an urban touch fitting the festive mood of the season giving out the brand message of #GetThemTalking. The TVC is very bright and peppy and has interesting elements of a traditional Onam celebration setup merged with the modern trends of celebration and styling.
The campaign has been getting a good response from the audience and is getting coverage in regional media for its unique innovation.
Brands
Rakesh Menon joins Paytm as avp – lending
Fintech product leader takes on new role after building digital lending, payments and credit products across fintech ecosystem
MUMBAI: Rakesh Menon has joined Paytm as assistant vice president – lending, taking on a new role focused on strengthening the company’s lending and credit products.
Prior to this, Menon worked at Profectus Capital Pvt Ltd as chief manager – payments based financing and digital lending.
At Profectus, he designed and launched digital credit products for merchants with variable cash flows, including overdraft-linked and revenue-share lending models. He led end-to-end LOS–LMS API integrations with payment partners and aggregators, enabling real-time underwriting, disbursal and repayment workflows.
He also worked on funnel optimisation initiatives using journey analytics, improving onboarding, KYC and disbursal conversion by 35 per cent. He developed ecosystem partnerships for transaction-data-based credit assessment and automated settlement systems, and collaborated with credit and data science teams to strengthen risk models and early delinquency detection.
Menon standardised partner onboarding and API frameworks, reducing go-live timelines by 40 per cent and improving digital scalability.
Before Profectus Capital, he worked at PayU as senior manager – presales lead – enterprise business from August 2022 to August 2023. He set up a national presales function for fintech and digital commerce clients, aligning solutions such as EMI, BNPL, BBPS and offer engines to merchant requirements.
He also helped improve conversion rates by around 15 per cent through merchant persona mapping, demo frameworks and structured sales playbooks, working closely with product and go-to-market teams.
From April 2019 to July 2022, Menon served as business unit head – SMB – direct acquisitions at Worldline, where he built the SMB online payments vertical from scratch. The business scaled to Rs 2,500 crore in annual transaction volume, growing at 45 per cent year-on-year.
During this period, he introduced paperless onboarding processes including eKYC and eSign, developed partner dashboards and CRM automation systems, and integrated platforms such as Shopify, WooCommerce and Tally to expand merchant adoption.
Across roles, Menon has worked across digital lending, payments and merchant financing, with experience in product development, ecosystem partnerships, API integrations and fintech-led growth strategies.
At Paytm, he will focus on scaling lending products and strengthening digital credit infrastructure within the company’s financial services ecosystem.
His appointment comes as fintech firms continue to expand their lending and embedded finance offerings in a competitive market.
