MAM
BlackCab Agency Network amplifies culinary delight at Yi Jing, ITC Maratha
Mumbai: BlackCab, a creative digital marketing agency, showcased its expertise in brand storytelling through the unveiling of a captivating brand film for Yi Jing, the contemporary Chinese restaurant located at ITC Maratha in Mumbai. The concept is a masterpiece in a creative expression that shines a spotlight on the culinary journey of the renowned Chinese Chef Liang, transforming a mere meal into a flavour-altering experience and turning the dining expedition into an epic adventure.
Yi Jing, the latest addition to ITC Maratha’s luxurious offerings, is set to redefine the culinary realm of Chinese dining. BlackCab’s expertise in product videography and food is exhibited in this film, which highlights key differentiating offerings of the outlet, including hand-pulled La-mein noodles and sweet and sour fish. As Chef Liang, the culinary maestro with nearly three decades of experience, aptly puts it, “Our Chengdu Style Sliced Lamb with House Special Chilly Powder, featuring Sinchuan Pepper used in the first frame, and the delightful experience of our traditional Hot Pot, symbolises the culinary journey at Yi Jing.”
The visionary approach in creating the brand film revolves around portraying Chef Liang as the central upholder, showcasing not just his creative finesse but also highlighting the expansive and opulent ambience of the restaurant. In the film, viewers are taken on a visual journey through the mesmerising expanse of Yi Jing, where Chef Liang’s expertise takes centre stage. The carefully curated shots capture the essence of flavours and the harmonious blend of traditional Chinese aesthetics with modern sophistication. What sets the brand film idea apart is the focus on the signature dishes that make Yi Jing a gastronomic haven.
The team’s expertise in weaving a narrative that goes beyond displaying the restaurant’s physical features makes this brand film a powerful tool in establishing Yi Jing as more than just a dining destination; it becomes an immersive journey into the heart of Chinese cuisine excellence.
As a leading creative digital marketing agency, BlackCab continues to push the boundaries of brand storytelling, creating experiences that resonate with audiences globally. The collaboration with ITC Maratha for Yi Jing is a testament to the leading agencies’ commitment to upgrade brands and create narratives that leave a lasting impression.
Digital
Truecaller opens Business Chat platform to global partners and enterprises
Expansion aims to replace SMS with trusted, rich and conversational messaging
MUMBAI: Truecaller has expanded access to its Business Chat platform, opening it up to global channel partners and enterprise solution providers as it looks to reshape how businesses connect with customers.
The move allows partners worldwide to offer the platform to enterprise clients, enabling a shift away from traditional SMS towards a more interactive, verified and media-rich communication experience. The company is positioning this as a higher-trust alternative in an increasingly cluttered digital landscape.
With over 500 million active users globally, Truecaller is betting on its scale and daily engagement to give brands a more direct and credible way to reach consumers. The platform supports contextual conversations, real-time insights and engagement metrics, allowing businesses to fine-tune communication across the customer journey.
“The definition of success for modern enterprises has evolved. It’s no longer just about delivery but about earning attention and driving meaningful engagement,” said Truecaller global head, GTM Priyam Bose. He added that opening the platform to partners creates a gateway for brands to connect with users in a more trusted and action-oriented environment.
The expansion is already underway, with partners such as Gupshup and OneXtel live in India, while Globe Teleservices, Cloudcom and Sling Africa are driving adoption in international markets.
By equipping partners with data-driven tools and a conversational interface, Truecaller aims to help businesses cut through noise and build stronger customer relationships. The platform also promises a cleaner, more secure interaction layer, addressing long-standing concerns around spam and trust in business messaging.
As enterprises rethink customer engagement in a post-SMS world, Truecaller’s latest push signals a clear ambition to become a central player in conversational commerce.
