Brands
TheSmallBigIdea to drive regional engagement with TSBI Bharat
MUMBAI: After having successfully led numerous multi-category brands, TheSmallBigIdea now announces its initiative to help brands reach the next 100 million digital users with TSBI Bharat. With the focus pivoting on content localisation across the digital landscape, ‘TSBI Bharat’ will enable brands to engage with audiences more effectively. With brands with linguistic & cultural focus in the heartland and south already on board, TSBI Bharat aims to address the exponentially growing regional audience through the language and platform they are most comfortable in.
With only 20% of the digital audience stating English as their language of comfort and with early adopters contributing to only 42% of the Indian population, the next wave of digital adoption will see languages and platforms that go local displaying radioactive growth.
Speaking on the development, Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea, said, “TSBI Bharat is a focused attempt at helping brands reach out to the next wave of digital audience. The next 100 million digital incumbents will find ease in consuming content in regional language, using neo-social apps that allow them to create and consume local content. We have hired creative strategist with great regional understanding, have trained planners to understand new platforms and we are working closely with clients to craft their regional strategy. It’s great to see brands looking at a ‘Bharat-first’ digital approach to establish stronger audience connect and drive better outcome. We have already on-boarded 4 clients in the entertainment and BFSI space. We believe more brands will open up to this in the immediate future.”
With banks and e-commerce portals going regional, films with strong regional undertones succeeding well at the BO, the stupendous growth of regional language video content, growth of digital content consumption from non-metros, the growth of neo-social apps; there are enough indices available to safely predict the mosaic of the Indian digital landscape of the future. TSBI calls this move being future ready, as they believe the digital audiences in India will demand to be spoken and seen at places they find comfort in.
The services of TSBI Bharat will remain similar to TSBI. TSBI Bharat will operate as a full service digital-first agency with a service roster that includes Social Media Management, Video Content Production, Digital Media Planning & Buying, Social Listening & ORM services, Augmented & Virtual Reality amongst other ancillary marketing services.
Brands
YES Bank appoints S Anantharaman as chief risk officer
Former Jio Financial Services group chief risk officer takes charge of enterprise-wide risk at the embattled private lender
MUMBAI: YES Bank is not taking chances with risk anymore. The private lender has appointed S Anantharaman as its chief risk officer, a hire that signals the bank’s continued effort to rebuild credibility and tighten the controls that once famously slipped.
Anantharaman arrives from Jio Financial Services, where he served as group chief risk officer and built a risk management architecture spanning lending, payments, insurance broking and asset management from the ground up. Before that, he held the chief risk officer role at Bank of Baroda and senior leadership positions at HDFC Bank and L&T Finance Holdings. Three decades in banking and financial services, in other words, with scars and qualifications to match. He is a chartered accountant and a CFA charterholder.
At YES Bank, his brief is considerable. Anantharaman will oversee the bank’s entire enterprise-wide risk framework, covering credit policy, market risk, operational risk, information security, data governance, analytics, model governance and data privacy. It is, in short, every lever that matters when a bank is trying to prove it has grown up.
YES Bank’s turbulent past needs little rehearsing. What it needs now is exactly what Anantharaman has spent thirty years building: the kind of risk culture that stops problems before they become headlines. The appointment suggests the bank knows it.
