MAM
Tata Salt links new TVC with mother’s role in nation building
NEW DELHI: Coinciding with Mother’s Day, Tata Salt, which uses ‘Desh ka namak’ as its slogan, has brought out a new television commercial that lays emphasis on the contribution of mothers in nation building by inculcating honesty and decency in their children every day.
The camapign is developed by Leo Burnett Mumbai.
This simple yet insightful TVC, which will air from 13 May, captures a mother’s desire to see her child grow up to be a good human being by instilling the values of integrity, humility and honesty.
The TVC captures several routine situations which showcase these qualities imbibed in a child’s behaviour and ends with a message that urges mothers to give their children a pinch of honesty every day, just like they would inevitably sprinkle salt on food.
Tata Chemicals Ltd consumer products business COO Ashvini Hiran said, “The idea was to marry the core brand as well as the product value of honesty to the moral values inculcated in the children by their mothers. This campaign goes on air on Mother’s Day and with this commercial we have underlined the importance of unfailingly imparting values in children on a daily basis.”
Leo Burnett Mumbai ECD Kapil Mishra added, “Tata Salt symbolises the value of honesty and children learn their first lesson of honesty from their mothers. Thus, salt acts as the symbol of honesty, with which mothers should nourish their children every day.”
Mishra added, “The simple and powerful idea is that if every mother decides that she will teach her children the virtue of being honest, nobody can stop the entire country from being honest.”
Initially, the campaign will roll out on ATL and BTL media. In the second phase, an interactive social media campaign would also be explored.
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.
