Brands
Utkarsh Bank partners Mumbai Indians for T20 League 2026
Banking brand eyes wider reach through cricket’s biggest stage
MUMBAI: Utkarsh Small Finance Bank Limited is stepping onto cricket’s grand stage, announcing a partnership with Mumbai Indians as its official banking partner for the T20 League 2026 season.
The tie-up marks a strategic play by the bank to widen its national footprint, tapping into cricket’s unmatched fan base to build stronger connections with customers across India.
Senior leadership from both sides attended the announcement, including Govind Singh, managing director and chief executive officer, alongside Sarjukumar Pravin Simaria, chief financial officer, and Sourabh Ghosh, head consumer banking at the bank.
For Govind Singh, the partnership goes beyond visibility. He noted that aligning with a franchise known for performance and fan engagement reflects the bank’s ambition to strengthen relationships with customers while amplifying its presence on one of India’s most celebrated platforms.
The Mumbai Indians camp echoed similar enthusiasm, highlighting shared values around performance, customer focus and inclusivity. The franchise said it looks forward to building a meaningful and engaging partnership with the bank.
As part of the association, Utkarsh Small Finance Bank plans to roll out integrated marketing initiatives and on-ground activations throughout the season, using the tournament’s energy to connect with a wider and more diverse audience.
In a country where cricket often doubles up as a cultural glue, the partnership is a reminder that for brands, the boundary rope is just the beginning.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
