MAM
SBI’s quirky commercial pushes for EMI on debit card offering
NEW DELHI: SBI has launched a campaign titled #KhushiyanOnEMI to promote its EMI through debit card facility. Through this facility, consumers can make high ticket purchases like new durables, electronics or even jewellery items and convert them to easy monthly instalments, without causing much of a dent in their finances.
Facilities like these were previously only available through credit cards, consumer durable loans or personal loans, which involved longer processes and stringent financial background checks. This made it impossible for a section of the population to afford them. With the debit card EMI, consumers can get pre-approved loans with no documentation and KYC Verification.
Conceptualised by Rediffusion Brand Solutions, three quirky films have been rolled out highlighting the offering. The first film opens with a father installing a new TV at home. The son is taken aback, followed by the father revealing that a new TV will help make a good impression on his son’s special friend who is visiting the next day. The second film showcases a humorous mother-in-law and daughter-in-law duo, in which the daughter-in-law gifts the former a new tablet to complain to her son. The third film features a pair of siblings, of whom the sister is vegetarian and the brother non-vegetarian. The brother asks why there is a new double door refrigerator in their kitchen. The sister explains that one door is hers and the other his, so no more bickering for fridge space.
Rediffusion Brand Solutions executive creative director and Mumbai creative head Pramod Sharma said, “What happens when you have the power of EMIs on your debit card? Buying things for loved ones becomes easier than ever. Through three quirky films we have tried to establish this fact.”
The films have been released on the digital platform and will soon be taken to television to ensure greater reach amongst the intended target group.
MAM
Kwality Wall’s appoints new board members after Magnum acquisition
Abhijit Bhattacharya named Chairperson as ice cream company enters next growth phase.
MUMBAI: When your ice cream business gets a fresh scoop of leadership, things are bound to get even cooler and Kwality Wall’s has just done exactly that. Kwality Wall’s (India) Limited (KWIL), now part of The Magnum Ice Cream Company (TMICC), has announced the appointment of Abhijit Bhattacharya and Tahir Toloy Tanridagli to its Board of Directors. The appointments, effective 30 March, follow TMICC HoldCo’s acquisition of a controlling 61.90 per cent stake in KWIL.
Mr Abhijit Bhattacharya has been appointed as additional (non-executive and non-independent) director and chairperson of the board. He currently serves as Chief Financial Officer of The Magnum Ice Cream Company N.V. and previously held the role of CFO for Unilever Ice Cream. With nearly four decades of experience, including 38 years at Koninklijke Philips N.V. in senior finance and operational roles across Europe, Asia and the United States, Bhattacharya brings deep expertise in strategic transformation and complex corporate restructurings.
Mr Tahir Toloy Tanridagli has been appointed as additional (non-executive and non-independent) director. A graduate of Bogazici University with a High Honours BA in Business Administration, he currently serves as President for METSA markets (Middle East, Turkey, Africa, Israel, and South Asia) at TMICC and is a member of the Global Ice Cream Executive Leadership Team. With over two decades in the snacking and FMCG sector, including leadership roles at Kraft Foods–Mondelez and Unilever, Toloy has extensive experience across ice cream, chocolate, snacks, beverages and desserts.
The appointments come as KWIL, which listed as an independent entity after its demerger from Hindustan Unilever Limited, enters a new phase of growth following the Share Purchase Agreement signed between Unilever and TMICC in June 2025.
In the fast-melting world of ice cream, adding two heavyweights to the board is a clear signal that Kwality Wall’s is ready to scoop up even bigger opportunities ahead.
