MAM
With Madison Loop’s creative expertise, Amara Raja Group’s brand film stirs emotions
Mumbai: Amara Raja Group, a leading business enterprise in India, that operates in diverse sectors like energy, mobility, advanced cell technology and power infrastructure among others, recently unveiled a captivating brand film. Primarily known for its lead-acid battery business, the brand film, which was conceptualized and executed by Madison Loop, aims to bring out how Amara Raja is present in every aspect of our lives (beyond just batteries) through a relatable, emotional narrative. This was possible because of the in-depth brand understanding that Madison Loop has developed over years of association with the Amara Raja Group.
Through the eyes of 10-year-old Raghu, the film holds the viewer’s interest and gives a glimpse into Amara Raja’s role in the fabric of daily life. As Raghu navigates his typical school day, subtle touchpoints of the company’s presence emerge – from the automotive batteries that power our rides to the EV charging stations that symbolize the Group’s commitment to sustainable mobility. Amara Raja’s positive impact is woven seamlessly throughout Raghu’s everyday experiences, showing how the company’s innovative spirit and forward-thinking ethos have become a natural part of the community’s everyday lives. To ensure that the narrative authentically captured the Group’s ethos, the Madison Loop team meticulously worked alongside the client team to refine the script and deliver the envisioned concept.
Speaking about the brand film and its idea, Amara Raja Group head corporate communications Brijesh Menon said, “I think we are yet to see a rendition of the messaging ‘we are a part of your life’ that has been conveyed through such a warm and wholesome narrative. Looking at what we do with wonder and curiosity, through a school boy’s POV works beautifully for an organisation like Amara Raja that is a part of many people’s daily lives, without their even knowing it”.
Sharing his thoughts, Madison Loop VP Kosal Malladi also commented, “This film showcases the collaborative spirit of both Madison Loop and Amara Raja Group that went into its creation. From scripting and strategizing to conceptualization, the team ensured it effectively highlights Amara Raja’s remarkable scale, diverse capabilities, and ambitious aspirations.” He further adds, “The hope is that the film will resonate with a wider audience, essentially communicating Amara Raja’s vision for the future”.
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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.
