iWorld
TTT flips the script on ‘Tu Jaanta Nahi Mera Baap Kaun Hai’ in Father’s Day tearjerker
MUMBAI: In a world where dads are often the punchline, this Father’s Day campaign turned the punchline into a poem. Terribly Tiny Tales (TTT) teamed up with GM Modular to reclaim the swagger-laced phrase ‘Tu jaanta nahi mera baap kaun hai’ and give it a softer, heartfelt twist.
The result? A campaign that swapped bravado for warmth and lit up social media feeds with relatable dad moments.
The series of Instagram films captured how fathers show up in quiet, enduring ways—fixing fans, adjusting lights, and smoothing the little wrinkles of daily life. TTT calls them ‘Pookie Dads’—the silent fixers, the unsung heroes who ask for no applause but pass every unspoken Dad Test.
“This campaign is a love letter to the quiet, thoughtful, slightly awkward but completely lovable father figures”, said TTT founder & CEO Anuj Gosalia. “That’s what we wanted to celebrate with GM Modular—with humour, honesty, and heart”.
Each reel combined nostalgia with clever product placements, paying tribute to the dependability of both dads and GM’s home solutions. GM Modular’s founder Jayanth Jain added, “Just like a father’s approval, our products pass the ultimate Dad Test—ensuring a seamless blend of safety, reliability, and thoughtful design”.
From the iconic phrase to iconic gestures, the campaign turned fatherhood into a montage of micro-heroism—captured one silent fan switch and soft smile at a time. Viewers can catch the three-part film series on TTT’s Instagram.
Watch the film on TTT’s Instagram page:
e-commerce
American Express to acquire AI startup Hyper to boost automation
Deal targets expense management as AI reshapes corporate spending tools.
MUMBAI: From receipts to robots, the expense sheet is getting a brain upgrade as American Express moves to bring artificial intelligence into the heart of corporate spending. The company has announced plans to acquire Hyper, a relatively young but fast-rising startup founded in 2022 that builds AI-powered agents capable of organising expenses, generating reports, verifying compliance with budgets and policies, and nudging users with timely reminders. The deal, expected to close in the second quarter of 2026, underscores a growing shift among financial institutions to automate traditionally manual, time-heavy workflows.
Hyper counts Sam Altman among its backers, adding a layer of Silicon Valley credibility to the acquisition. While financial details remain undisclosed, the strategic intent is clear: deepen automation capabilities and sharpen American Express’s position in the competitive corporate spending ecosystem.
The two companies are not strangers. They previously collaborated in 2024 on a co-branded credit card product, suggesting that the acquisition is less a cold buy and more an extension of an existing relationship. With this move, American Express is effectively bringing that capability in-house, aiming to embed AI directly into its commercial services stack.
Chief executive Stephen Squeri had already signalled the direction of travel in a recent shareholder letter, describing AI as a “structural shift” in how businesses operate. The Hyper acquisition appears to be a direct response to that shift, particularly in expense management, where processes such as approvals, compliance checks and reporting remain ripe for automation.
Alongside the acquisition, the company is also expanding its product suite. A recently launched business credit card offers cashback and benefits at an annual fee of $295, with another card expected later this year moves that complement its broader push into commercial services.
Taken together, the strategy points to a future where managing expenses may require fewer spreadsheets and more algorithms. For American Express, the bet is simple, if businesses are rethinking how work gets done, the tools that power that work need to evolve just as quickly.
