MAM
Polycab launches new campaign for fans category
Brand extends No.1 wires & cables trust to home cooling solutions.
MUMBAI: Polycab just blew the competition away because when India’s No.1 in wires decides to enter fans, even the ceiling starts feeling the current. Polycab India Limited has unveiled a new brand campaign for its fans category, cleverly linking its decades-long leadership and trust in wires and cables to its growing presence in home electrical solutions. The TVC follows a discerning protagonist who insists on the best for her home from trusted green wires to reliable ceiling fans delivering the insight that when the foundation is No.1, the airflow (hawa) should be No.1 too.
The film positions Polycab fans as a natural extension of the brand’s core promise, superior performance, safety and trust. High-performance motors, efficient air delivery and contemporary designs are woven into relatable family scenarios, reinforcing that quality isn’t just about wiring a house, it’s about making it comfortably livable.
Polycab India Limited, senior vice president for Brand & Marcom Shwetal Basu said, “At Polycab, leadership is built on trust, quality and consistent performance. Our fans campaign draws from this very ethos. When consumers choose Polycab wires, they choose peace of mind. With Polycab fans, we are extending that same assurance bringing powerful, reliable air into homes through a brand they already trust.”
The campaign rolls out across television, digital and social media platforms, aiming to strengthen Polycab’s foothold in the fans category while reinforcing its overarching identity as a trusted provider of electrical solutions for modern Indian homes.
In a market where fans are often an afterthought, Polycab isn’t just spinning blades, it’s spinning trust into every rotation, reminding every home that when the current is reliable, the comfort should be too.
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.
