MAM
Sip happens as UTI urges India to invest one steady step at a time
MUMBAI: If dreams are built brick by brick, UTI Mutual Fund believes wealth is built sip by SIP quite literally. In a world where financial decisions often feel like a maze of jargon, risk charts, and headline-fuelled panic, the fund house has launched a new investor education campaign with a simple, almost cheeky nudge: ‘SIP karo, SIPizen bano.’
The film captures the quiet heroism of consistency people continuing their SIPs not just on good days, but on all days. Whether they are commuting, working late, celebrating, or simply getting through a hectic schedule, the message rings clear, SIPizens are those who invest with calm, not chaos, and turn disciplined habits into long-term confidence.
UTI Mutual Fund, MD and CEO designate Vetri Subramaniam underlined the philosophy behind the initiative. “The goal is to encourage more Indians to commit to systematic investments as a disciplined pathway to long-term financial wellbeing. Those who begin their SIP journey early and remain committed, without being distracted by noise, harness the quiet yet powerful effect of compounding most effectively.” Consistency, he noted, builds resilience, clarity and a strong foundation for big life milestones across market cycles.
Taking the story further Havas Creative India MD & chief creative officer Anupama Ramaswamy said the campaign shines a light on the simple truth that while everyone is chasing dreams, it is consistency not intensity that gets people closer to them. “SIPizens are individuals who invest step by step and build confidence one month at a time. This campaign is our way of showing that disciplined investing can turn small efforts into meaningful possibilities.”
The film goes live across Youtube, Instagram, Facebook, LinkedIn and X, ensuring visibility among both new and seasoned investors navigating their financial journeys.
In a financial landscape where shortcuts are tempting and volatility is loud, UTI’s message lands like a gentle, well-timed reminder, wealth rarely arrives in a sprint. It shows up in monthly instalments quiet, steady, and compounding in the background just like a committed SIPizen.
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.
