MxMIndia

Author: mxmadmin

  • Ad features regional brand ambassador, Ritabhari Chakraborty

    Kalyan Jewellers unveils Pujo Collection in campaign

    By Our Staff

     

    Kalyan Jewellers is celebrating Durga Puja with the launch of its updated Sankalp collection, unveiled through a new digital ad film.

     

    The campaign features the brand’s regional ambassador for the state of West Bengal – Ritabhari Chakraborty. Directed by Satarupa Sanyal, Ritabhari Chakraborty’s mother, the 40-sec ad film eulogises the divine feminine around us – her Shakti, her aura and her grace.

     

    Notes a communique: “Sankalp, the refined collection of traditional jewellery, truly symbolizes the essence of the Goddess Durga through an extensive range of designs that include gorgeous handcrafted jewels in yellow-gold with enamel Meenakari work such as Panch Noli, Sonar Haar, Jui Haar and bangles, Ratanchur, Kaan Pasha and Angti ring, making them a perfect blend of classical artistry and intricately designed jewellery.”

     

  • Newsprint prices are going up and life for newspaper companies is getting difficult. Let's hear it from Dr Bhaskar Das in the September 29 edition of Das ka Dum. Read on…

    Das ka Dum with Dr Bhaskar Das | Newsprint prices are making the newspaper business unviable, which will eventually lead to either reduction in number of pages or an increase in cover price? But that may turn away buyers. What according to you is the ideal solution?

    Bhaskar DasNewsprint prices are going up and life for newspaper companies is getting difficult. Let’s hear it from Dr Bhaskar Das in the September 29 edition of Das ka Dum. Read on…

     

    If you wish to access the archives, please go to the Das Ka Dum tab on the website’s top navigation bar.

     

    Q. Newsprint prices are making the newspaper business pretty unviable, which will eventually lead to either reduction in number of pages or an increase in cover price? But that may turn away buyers. What according to you is the ideal solution?

     

    A. A Newsprint prices have always played spoilsport in case of print industry.  So your recommended steps had always been an option to the print players but very few have taken the initiative to cross the rubicon. Of course it’s not an easy decision as the Indian consumer is very price-sensitive, unless it’s matched with significant improvement in content, design, interactivity, data and catering to unique needs of various communities. It’s highly qualitative and needs constant experimentation and skill development of the team in multiple-media navigation. There is no choice as consumers are already experiencing a format neutral consumption experience. Print media enitities have unique strengths. They must play to that strength, instead of bothering too much about newsprint prices as it’s generally beyond their control. Consumers would stay with the brand if their preferred brand decides their intent and offer a superior reading experience.

     

  • Parking has merged its creative business with creative and media buying agency Joshbro Communications

    Creative agency Parking merges with Joshbro

    By Our Staff

     

    Uday Parkar led creative agency Parking has merged its creative business with creative and media buying agency Joshbro Communications.

     

    Joshbro Communications is a 25-year-old agency that manages the creative and media buying mandates for leading brands across diversified sectors like real estate, retail, manufacturing and healthcare amongst others.

     

    Said Narendra Joshi, MD, Joshbro: “Uday has been the brain behind many of our award winning campaigns over the years as Creative Consultant. We are formally now working as one team and we hope to bring creativity back into the advertising business.”

     

    Added Parkar: ‘It’s an association of creative minds that go beyond defined creative pitches to build brand legacy’ ‘We will try and bring back the golden era of advertising’. Parkar has been part of leading agencies like WT, FCB Ulka, DY&R, DDB Mudra Group, Publicis Groupe, McCann and Adfactors.

     

  • Somewhere early in the development of AI, the focus will shift to Strong Augmented Intelligence, writes Ashoke Agarrwal

    The Future is Augmented not Artificial

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalIt is conventional today to blame many of modern society’s ills on social media and its tendency to nurture and amplify echo chambers. Echo chambers are fertile grounds for bigots and cranks for all hues to gather and indoctrinate the impressionable and idle among us.

     

    The more technologically sophisticated among the commentariat identify the algorithms that social media companies employ to be at the core of the echo chamber phenomenon. Social media platforms design these algorithms to maximise the time an individual spends with them and thus maximise advertising revenue. To many, these algorithms are simple forms of Artificial Intelligence (AI) – a relentless machine that, one day in the near future, will control aspects of life, robbing the ordinary individual of many degrees of freedom.

     

    To my mind, the debate and apprehension over AI are overblown and misplaced. A crucial input into the algorithms that bring about social media’s echo chambers is the interaction of the individual with the content presented to him. The algorithms respond to the time he spends on a particular piece of content and the reaction button he presses (Facebook currently has six options – Like, Love, Haha, Wow, Sad and Angry). In that sense, social media platforms’ algorithms are a form of Augmented Intelligence (AuI) – albeit what I call Weak Augmented Intelligence (WAuI).

     

    A strategic shift from WAuM to Strong Augmented Intelligence (SAuI), whether voluntary or forced through regulation, can address the ills of social media. While WAuI implies near-involuntary participation by the human in the human-machine interaction, SAuI requires the human component to be conscious and informed. Imagine a social media platform genuinely sharing and seeking feedback. For example, say Facebook shares with its users at periodic intervals the user’s profile built by its algorithm and allows them to input suggestions. Furthermore, imagine Facebook periodically seeking their personal growth goals from its users and making these a part of the algorithm’s input. That would be the SAuI system, and I contend that, sooner or later, persuaded either by a maverick competitor or by regulators, the social media world would move to SAuI.

     

    I also contend that SAuI will be the dominant form of AI across domains over the next few decades.

     

    Take the example of AI applications in the daily lives of people that have been around for some time now – recommendation engines on e-commerce and streaming platforms and chatbots in the customer service arena. A white paper in a recent issue of the Journal of Marketing titled “Artificial Intelligence in Utilitarian vs Hedonic Contexts: The “Word-of- Machine” Effect” by Chiara Longoni and Luca Cian provides some interesting insights. People generally vary with inputs and advice from those they perceive as “Word of Machine” – inputs coming from AI with little or no human inputs. They are a little less vary when the “Word of Machine” is about a product or issue with well-defined rational dimensions at play – that is, they are “utilitarian” in nature. However, when the product or issue has emotional dimensions at play – that is, they are “hedonistic” at heart, the scepticism against “Word of Machines” is high. Some proponents of AI believe that as Natural Language Processing (NLP) engines cross the Turing threshold, pure AI-driven recommendation engines and chatbots will get wider acceptance and usage. The Turing threshold, to be clear, is when Natural Language Processing (NLP) based AI becomes so sophisticated that a human at the other end of a conversation cannot make out that it is a computer. They cite the emergence of Google’s LaMDA chatbot as that end is neigh. I think advanced AI technology like LaMDA can improve and be more valuable if it employs SAuI instead of pure AI. While the quest driving pure AI and GI pushes the boundaries, it is by incorporating SAuI that tools based on these advanced technologies can increase utility and find broad societal acceptance.

     

    A review paper titled “Artificial Intelligence and Management: The Automation-Augmentation Paradox” by Sebastian Raisch and Sebastian Krakowski for the Academy of Management Review validated this insight in business and management.

     

    As for the broader fields of arts and sciences and the broader human quest for knowledge, let us consider the predictions of Ray Kurzweil, the world’s leading authority on artificial intelligence and pre-eminent forecaster. In his 1999 book, “The Age of Spiritual Machines”, Mr Kurzweil made pithy milestone-type predictions for the next 100 years. Mr Kurzweil”s forecast for 2099 is “There is no longer any clear distinction between humans and computers. Most conscious entities do not have a permanent physical presence…the goal of education, and of intelligent beings, is discovering new knowledge to learn…Life expectancy is no longer a viable term in relation to intelligent beings.”

     

    That is a breathtaking and bold prediction, but Mr Kurzweil is taken seriously in most quarters because his forecasts for 2009 and 2019 have, by and large, come true, and the one he made for 2029 looks to be heading that way.

     

    In the context of pure AI and SAuI debate, it is essential to take note of two key phrases in Mr Kurzwell’s 2009 prediction – “no longer a clear distinction between human and computers” and “the goal of education and intelligent beings is discovering new knowledge and learn..”.

     

    The culmination of AI is a symbiosis of humans and computers, and the ultimate human goal is innovation and creativity. It, therefore, stands to reason to accept that somewhere early in the development of AI, the focus will shift from pure AI to what I term Strong Augmented Intelligence (SAuI). SAuI will be a jugalbandi between the extraordinary powers of computers married to the essential human quest for knowledge and creativity.

     

    PS: I have explored these themes in my earlier MxMIndia columns – two of them being:

    “The Coming Post Digital Age”, published on Jan 6, 2022,

    and “From Machine Learning to Machine Creativity”, published on Jan 20, 2022

     

  • Titled 'Scooter Bole Toh Activa'

    Honda Motorcycle & Scooter unveils its new campaign

    By Our Staff

     

    Honda Motorcycle & Scooter India (HMSI) has unveiled its new campaign for its scooter Activa, titled ‘Scooter Bole Toh Activa’. Conceptualised by Hakuhodo Wyng (a unit of Hakuhodo International India), an advertising and marketing solutions company, the campaign comprises a song with words from regional languages.

     

    Said Shobhit Mathur, Managing Partner and Creative Head, Hakuhodo Wyng: “Conceptualising this campaign was a unique experience – the creative idea was hidden in the brief itself, but to dig it up and to shape it into a full-fledged campaign was a challenge our team took up successfully. HMSI wanted to show how Activa has been such an integral part of Indian lives that it has become synonymous with the word, ‘Scooter’. So we gave the campaign a very Indian feel – diverse lifestyle yet similar values, and common love for Activa!”

     

  • To digitally amplify the institution's community-first initiatives

    Chimp&z Inc bags mandate for Tata Steel Foundation

    By Our Staff

     

    Chimp&z Inc, digital advertising and marketing agency from the house of Merge Infinity Global, has won the digital and creative mandate for Tata Steel Limited’s wholly owned charitable trust, Tata Steel Foundation. The account was won post a multi-agency pitch and will be handled by the agency’s Gurugram and Mumbai offices.

     

    As per the mandate, Chimp&z Inc will be responsible for increasing the online visibility of Tata Steel Foundation, reinforcing its growth goals and new CSR initiatives by strategically leveraging various digital platforms.

     

    Shuvra R
    Shuvra R

    Said Shuvra R, Communications, Tata Steel Foundation: “Our presence across the social media domain is aimed at opening meaningful windows of learning, cross-pollination of ideas, and spaces of collaboration. We appreciate the emerging social media platforms as instruments of change and a builder of ecosystems by themselves. Tata Steel Foundation is, therefore, happy to partner with Chimp&z Inc in this endeavor and we look forward to an encouraging journey ahead.”

     

    Ashish Duggal
    Ashish Duggal

    Commenting on the win, Ashish Duggal, COO, Chimp&z Inc added: “Partnering with one of India’s finest solutions-oriented foundations is a big win for our team. In the attempt to live up to the vibrant legacy of Tata Steel Limited, it is of utmost importance to elevate the communication of Tata Steel Foundation digitally. With a collective experience of 9 years in social media management, our dedicated team will aim at creating a mark for the programs of Tata Steel Foundation by leveraging our team’s social media acumen. As we extend our digital frontiers, we look forward to magnifying their digital presence and providing effective social media outcomes through our strategic expertise.”

     

  • New campaign says don't wait for World Heart Day, start taking care of your heart

    Narayana Health unveils digital film for World Heart Day

    By Our Staff

     

    Narayana Health healthcare chain unveiled its World Heart Day Campaign titled ‘Thoda Dil, Thoda Heart’. A musical take on life, the digital film celebrates life and encourages a rounded approach to stay fit and healthy.

     

    Elaborating on the campaign, Ashish Bajaj, Chief Marketing Officer, Narayana Health, said: “There is a misconception about healthy living, it is often portrayed as giving up. It is not true, healthy living is actually living our life to our heart’s content in a comprehensive and conscious manner. And that is what we want to communicate through this campaign. Our aim is to connect with our audience emotionally by taking inspiration from their day-to-day life and educate them on the need of adopt a lifestyle that helps them to prevent any kind of heart ailments.”

     

  • Brings AI-based recommendation feature for 18+ genres on 12 OTT platforms

    OTTplay rolls out TVC for AI-powered content navigation

    By Our Staff

     

    OTTplay, the TV shows and movies recommendation platform, has announced the launch of personalised AI-based feature that recommends content from a library of over 65,000+ web-series, movies and shows, 18+ genres and across many languages. The platform has tapped into the latest AI-powered technology and developed the feature in-house to equip audiences with smart recommendations.  The platform aspires to democratize content offered across OTT platforms by handing thus empowering the users to discover content they are most likely to enjoy.

     

    Commenting on the latest AI-based feature, Avinash Mudaliar, Co-Founder and CEO – OTTplay said: “As category creators, OTTplay’s latest AI-powered technology has revolutionised content navigation in India’s OTT ecosystem. We are razor focused on providing audiences with the convenience to discover and consume content from across OTT platforms. Our recommendation engine analyses user activity on the platform that aims to showcase curated content based on user preferences making the content consumption experience seamless.”

     

  • Motilal Oswal Gold & Silver ETFs Fund-of-Fund

    Motilal Oswal unveils film to promote new fund offering

    By Our Staff

     

    Motilal Oswal Asset Management Company Ltd. (MOAMC) has launched a new digital film to create visibility for its newly launched product, the Motilal Oswal Gold & Silver ETFs Fund of Funds, during the ongoing festive season. Conceptualized and executed by De Works Communications Pvt Ltd., the campaign film aims to reiterate the unique proposition of the company’s only passive fund based on precious metals.

     

    Speaking on the film Aditya Singh, Vice President, Head of Marketing, Motilal Oswal Asset Management Company Ltd. said, “With the festive season around the corner, we felt that we have the perfect setup to promote a product based on Gold & Silver. It’s a time of the year when investors are looking to purchase these metals in lieu of the upcoming festivities, so we thought maybe the idea of adding some to their portfolio might be of great interest to them. We are all aware of how important these metals are from a cultural & traditional standpoint but the industrial use is a lesser known fact to the general investor. Therefore, we felt that it is essential for us to highlight both aspects of these metals, the traditional appeal as well as the probability of them being exciting investment prospects. What we were left with was a film that was decorated in the Indian festive garb with light humour, charm, and a very relatable theme for the audience. ”

     

    Added Nitin Mali – Creative Director, De Works Communications Pvt Ltd.: “The brief from the team was precise and crisp! We were excited with the prospect and grateful to have the opportunity to work with the team at MOAMC. As a production unit, we had no difficulties in getting ourselves aligned with the vision of the project and that really did help us deliver to the team’s delight. We’ve also been completely cognizant of the fact that a film like this does carry the onus of accurately depicting the festive traditions of our wonderful culture and we believe the end product did deliver unto this promise.”

     

  • The store chain has associated with the best of brands to launch exclusive styles for this festive season

    Shoppers Stop ropes in Yami Gautam for Diwali

    By Our Staff

     

    Shoppers Stop, the leading omnichannel retail chain, has unveiled its Diwali campaign, Nayi Diwali Nayi Soch’ with actors Yami Gautam and Dhairya Karwa.

     

    Speaking on the campaign launch,  Shwetal Basu, Customer Care Associate and Chief Marketing and Communications Officer at Shoppers Stop said: “Diwali is not only a festival of lights; it is also a time to celebrate and pamper your loved ones with thoughtful gifts. Our Nayi Diwali, Nayi Soch campaign highlights this aspect of the festival, in a progressive manner. It is in line with our brand positioning, targeted to families that are traditional in values and progressive in their outlook. Gifts go a long way in expressing love and care for the person. Shoppers Stop is a gifting destination, where you find gifts for all occasions! Additionally, ace celebrities, Yami Gautam and Dhairya Karwa light up the film with their presence.”

     

     

  • Pushes for prevention and for helping industry "get it right" under new

    NS Rajan takes charge at ASCI

    By Our Staff

     

    Public relations veteran NS Rajan has been unanimously elected Chairman of the Board of Governors of industry self-regulator Advertising Standards Council of India (ASCI). Rajan was earlier Founder and Managing Director of Ketchum Sampark, an Omnicom Group Company, and is currently Director, August One Partners LLP.

     

    Saugata Gupta, Managing Director & CEO, Marico Limited, was elected Vice-Chairman, while Shashidhar Sinha, Chief Executive Officer at IPG Mediabrands India, was appointed Honorary Treasurer. Subhash Kamath, the outgoing chairman, will now be a part of the Consultative Committee of the board, which, among other activities, mentors the new initiatives of the organisation. Virat Tandon, Group CEO of Lintas India, and Arun Srinivas, Director, GMS India (Meta), were newly inducted onto the board at the same meeting.

     

    Talking about his new role as the ASCI Chairman, Rajan said: “It is indeed a privilege to take up the role of ASCI Chairman. Our thought leadership initiatives, industry reports and ASCI Academy are important pillars of taking ASCI ahead into the future. I am looking forward to advancing the agenda of the Council to rapidly increase ASCI awareness among consumers so that they engage more readily and in greater numbers, voicing their concerns, anxieties, and questions about what they experience in the form of thousands of ads per day. That number, on average, in India is anywhere between 7000-10000 ads per day! I would also focus on ASCI’s efforts more towards prevention, in addition to the robust corrective mechanisms we have built over the decades. This we would do by using the several initiatives already in play – whether advice, guidance, training, or self-regulation.The third pillar would be to keep ahead of the fast-expanding and fractionalising digital domain to ensure that responsible advertising principles are followed equally across all media and consumer engagements by advertising in every form. A lot has been done by ASCI over the last several years, and I am committed to seeing that the momentum generated by all past efforts is kept alive or even pushed forward with greater speed.”

     

    A key initiative announced at the AGM by the Kamath, the outgoing chairman, was the soon-to-be-launched ASCI Academy for training and awareness creation of various stakeholders in the prevention of objectionable ads.

     

    Speaking about his two-term tenure as ASCI Chairman, Kamath said: “The past two years have been truly transformational for ASCI. Our vision of making ASCI more future-ready by taking on the challenges of a digital world and a fast-changing communication landscape, and by adding value to the industry through more agility, responsiveness, services, and thought leadership, has started showing results. I’m sure ASCI will continue to grow from strength to strength in the coming years. It’s been a privilege to serve as its chairman and I thank the board, the CCC members and the wonderful secretariat team for making it possible.”

     

  • The channel has pledged to donate Rs 5 to the NGO for every post received on social media

    Gubbare partners CRY, pledges Rs 5 for every post on FB & Insta

    By Our Staff

     

    Gubbare, the kids’ entertainment channel from the house of IN10 Media Network, has pledged to fight against the evils engulfing our children and hindering their future.  The channel has partnered with Child Rights and You (CRY), with an objective to inspire children to be a part of the good army with Akul and Nakul, the protagonists of the channel’s new original – Akul Nakul – The Asuras. For every post on Instagram or Facebook, the channel will donate Rs. 5 (Indian rupee five) to CRY.

     

    Notes a communique: “The campaign kicks off on October 1, 2022 and will go on for three weeks (till October 22) focusing on creating a “good asuras” army of children by helping drive awareness, unity, and action among the network’s employees, viewers, and beyond.