MAM
Vedanta launches ‘Creating Hapiness’ campaign
NEW DELHI: Vedanta, a global diversified resources group committed to sustainable development, has received two entries from Delhi for its ‘Creating happiness’ campaign.
In this interesting trend, Vedanta has tied-up with Ogilvy and Mather to select the best entry from a total of 38 film entries from 21 mass communication colleges. The popular entry is getting selected from public voting on YouTube and Facebook.
The first Delhi entry is from the Indian Institute of Mass Communications -‘Saksharta aur hum’ about female literacy. It has been made by Abhay, Sakhsi and Tarini who are students at the IIMC.
The other is ‘Madam ji’ by the 9.9 School of Convergence of Delhi and made by Ankita, Siddharth and Shruti. Shot in Rajasthan, this is the inspiring story of Meenakari artist and mother Aruna, who chose the noble path of educating the children in her village in hopes of a better future for them.
Through this campaign, Vedanta has bridged the gap between the two classes of haves and have-nots, in order to make an advertisement campaign which is not shot in a cozy film studio but on the burning deserts of Rajasthan, Odisha, North East and other nearby states.
The ad subtly suggests how Vedanta is striving to change lives across these remote villages by making them have access to basic necessities of living like, food and water, sanitation, education, etc.
The entries are judged in two categories, jury and popular. Piyush Pandey is heading the jury. The videos already have over 4,000 views and will be viral soon.
The ads will show why corporate India is suddenly looking at far flung villages to create a space in the average investor’s heart; how this can work beyond paper; is it just giving it back to the society or there is something more to the same, and the role social media is playing in such campaigns.
Vedanta is the world‘s largest integrated zinc lead producer and among the top producers of copper, iron ore, and silver.
Brands
Reserve Bank of India cancels Paytm Payments Bank licence
Central bank cites compliance failures; curbs tighten as wind-up looms
MUMBAI: India’s banking watchdog delivered its sharpest blow yet to Paytm Payments Bank, cancelling its licence and effectively ending its ability to operate as a bank under the law.
The Reserve Bank of India said the entity can no longer conduct banking business under the Banking Regulation Act, citing concerns that its affairs were not being run in the interest of depositors or the public and that it had failed to meet licence conditions.
The move escalates a crackdown that has been building for months. The bank had already been barred from onboarding new customers since March 11, 2022, and later faced restrictions on deposits, credit and wallet top-ups. In January 2024, the central bank ordered it to stop accepting fresh deposits, pointing to persistent non-compliance, including lapses in customer due diligence, use of funds and technology systems.
Operationally, the bank is now on a tight leash. It may process withdrawals of existing deposits and facilitate loan referrals through banking correspondents, but it cannot take fresh deposits.
The central bank said it would apply to the high court to wind up the bank.
Paytm sought to ringfence the fallout. In a regulatory filing, it said the licence cancellation applies to Paytm Payments Bank Limited, a separate entity, and should not be attributed to One 97 Communications. It added that there is no exposure or material business arrangement with the bank and that it operates independently, without Paytm’s board or management involvement.
“As informed earlier, Paytm (One 97 Communications Limited) and its services, which have been operating without interruption, will continue to operate uninterrupted. These include the Paytm app, Paytm UPI, Paytm Gold and all other services offered by its subsidiaries and associated companies,” the company said.
The distinction may reassure users of the app ecosystem, but the regulator’s verdict is unequivocal. After years of warnings, caps and curbs, the payments bank experiment at Paytm is being shut down—decisively, and with little room left to manoeuvre.
