MAM
Vedanta unveils TVC #KabhiSochaHaiKya
MUMBAI: Vedanta Ltd, one of the world’s leading petroleum and metals company, has unveiled its first TVC themed #KabhiSochaHaiKya which is designed to create awareness with the audiences on the importance of metals in our day-to-day lives. Saluting miners for their invaluable contribution, the new TVC gets us thinking as to where all the important things that we use in our daily lives have come from.
The TVC is part of Vedanta’s larger brand campaign titled ‘Desh Ki Zarooraton Ke Liye’. The company is launching the TVC across multiple national television channels as well as multiplexes. This will be aired on leading channels supported by digital, outdoor and retail activation plan. The company plans to roll out a total of 5 TVCs over the next few months
Vedanta Resources Chairman Anil Agarwal said, “Can we enjoy life’s good things without mother earth’s blessings? Metals such as iron, steel, zinc, copper, silver, etc. have become a part of our lives, but humne Kabhi Socha Hai Kya (have we ever thought about) where do these metals come from? Our entire campaign revolves around these questions as we salute the miners who toil hard, day in and day out, to make these metals available to us from our very own mother earth in an environmentally sustainable manner. #SahiSochBadaleZindagi”.
McCann World group CEO Prasoon Joshi said “This is a very unique campaign. Our team has brought out the message in the most creative and innovative manner possible. We indeed need to appreciate the good things that we are privileged to have in our life and thank mother earth.”
The film uses a kid’s curiosity to drive home the key messaging. It runs into a journey where the commercial moves into answering the question raised by the child, “where does the nib of a pen come from?” It explains the fact that the nib of a pen comes from steel, which comes from iron and which, in turn, comes from Mother Earth, and this is where all good things that we use in our daily lives come from.
Speaking on the company’s new thematic rendition, Roma Balwani, the company’s director, communications and brand, says: “Vedanta is committed to Desh Ki Zarooraton Ke Liye and our vision is to make India self-sufficient by harnessing her true potential with respect to natural resources in the most responsible way.”
“Desh Ki Zarooraton Ke Liye is the thematic rendition of Vedanta’s brand campaign, which is aimed at creating awareness through this powerful visual narrative with respect to natural resources that facilitates everyday needs in life and acknowledges the contribution of the miners who are responsible for mining in a sustainable manner,” she adds.
This brand campaign is a reflection and a tribute the natural resources industry pays to the miners for their invaluable contribution towards our country’s progress
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.
