MAM
Yes Bank partners Eureka, launches m-comm platform
MUMBAI: Yes Bank, a private sector bank, has partnered with Eureka Mobile to launch ‘Tap to Shop’, an innovative shopping experience on Yes Pay digital wallet. Eureka Mobile, with its pioneering technology, will power this m-commerce platform partnering Yes Pay to serve deals from brands every day to over half a million Yes Pay users.
Every Yes Pay user will be eligible to receive a unique deal when they unlock their phones at a particular time in the day. If the user wishes to buy the product, they could click on the deal and place the order through the Yes Pay app. The entire ‘Tap to Shop’ experience takes just 14 seconds to complete from start to end.
Eureka Mobile’s advanced algorithm and technology helps to serve targeted, time segmented deals & offers from the app to suit the customer’s needs. Instant shopping needs to ensure seamless and quick payment option. Eureka’s out of app experience would ensure guaranteed engagement for the brand and a differentiated value proposition in an otherwise price-driven e-commerce segment. The pièce de résistance is the multi-reveal auto dissolving screen that promises to intrigue the user. Also, it would save customer time from browsing for the product and going through several clicks in the buying process.
Ritesh Pai, Chief Digital Officer at Yes Bank, said, “We will enable Yes Pay users with a faster, secure and enjoyable shopping experience. Going forward, we plan to extend the same to all our mobility solutions. The solution has been specifically designed considering the needs of millennials whose decision-making parameters are heavily skewed towards speed and on mobile-enabled platforms.”
Rahul Jaywant, founder and CEO of Eureka Mobile Advertising, said, “The launch of Tap to Shop, the fastest M Commerce Platform anywhere, is part of our technology roadmap.”
Manoj Padmanabhan, director – business Eureka Mobile Advertising, said, “We are happy to partner Yes Pay in launching this M-commerce platform.”
MAM
Atomberg rolls out Jackie Shroff-led campaign for smart purifier
Humour-led film highlights adaptive tech, no-AMC model and app features
MUMBAI: Boil it, filter it… or just let Jackie fix it, Atomberg Technologies is tapping nostalgia and wit to make water purification a little less… dry.
In its latest campaign, the brand ropes in Jackie Shroff to reimagine the tone of old-school public service messaging, borrowing cues from the actor’s iconic polio awareness appearances. The result is a humorous, culturally familiar spin that swaps health warnings for smart water habits, turning a typically functional category into something far more watchable and shareable.
The campaign’s hook lies in simplification. Instead of drowning audiences in technical jargon, it uses comedy to break down how Atomberg’s water purifier works, positioning it as an intuitive, everyday solution rather than a complex appliance. The storytelling leans heavily on recall, using nostalgia as an entry point while subtly educating consumers about product benefits.
At the centre of the narrative is the purifier’s adaptive technology. Designed to automatically switch between RO, UV and UF modes based on TDS levels, the system aims to ensure safe drinking water while retaining essential minerals and avoiding unnecessary RO usage. Features such as Taste Tune for customised water output and Vacation Mode for low-maintenance use further underline its focus on convenience.
Beyond the product, Atomberg is also taking aim at the category’s long-standing pain point: opaque service costs. The purifier operates on a no-AMC, pay-per-need model, replacing traditional annual maintenance contracts with a more transparent structure. Backed by a two-year no-cost warranty and continued coverage on replaced parts, the offering is positioned as both cost-efficient and consumer-friendly.
The campaign, therefore, does more than advertise a product, it reframes how it is understood. By blending humour, cultural familiarity and clear product messaging, Atomberg is attempting to stand out in a cluttered market where most communication tends to be either overly technical or easily ignored.
In a space where clarity is often filtered out, this campaign keeps things simple: safe water, smarter tech, and a familiar face delivering the message with a wink.
