By Our Staff
The JD Institute of Fashion Technology has appointed Crosshairs Communication for its PR mandate.
Said Stuti Jalan, Founder & Managing Director of Crosshairs Communication: “Crosshairs Communication persistently strives to meet the expectations of the institute. We have a team of experts who outline strategic communication objectives and image-building requirements. It is an honour to be a part of one of the finest design institutes”
By Our Staff
Every year, the Stanford Institute for Human-Centered Artificial Intelligence (HAI) publishes a report studying trends in artficial intelligence.
The 2023 AI Index has just been released and as it notes, the technology “has surpassed many benchmarks, leading researchers to reevaluate some of the very ways in which it should be tested and forcing the broader public to think more critically of its associated ethical challenges.”
Here’s a little about the report: “The AI Index, led by an independent and interdisciplinary group of AI leaders from across academia and industry, is one of the most comprehensive reports on the impact and progress of AI. The AI Index tracks and evaluates AI progress through a wide range of perspectives, looking at trends in research and development, technical performance, ethics, economics, policy, public opinion, and education. The report helps to ground the AI conversation in data, enabling decision-makers to take meaningful action to advance AI in responsible and ethical ways.”
The AI Index has published a list of 10 takeaways which we believe are must-reads and hence are publishing as is.
Here goes:
1. Industry races ahead of academia. Until 2014, most significant machine learning models were released by academia. Since then, industry has taken over. In 2022, there were 32 significant industry-produced machine learning models compared to just three produced by academia. Building state-of-the-art AI systems increasingly requires large amounts of data, computer power, and money—resources that industry actors inherently possess in greater amounts compared to nonprofits and academia.
2. Performance saturation on traditional benchmarks. AI continued to post state-of-the-art results, but year-over-year improvement on many benchmarks continues to be marginal. Moreover, the speed at which benchmark saturation is being reached is increasing. However, new, more comprehensive benchmarking suites such as BIG-bench and HELM are being released.
3. AI is both helping and harming the environment. New research suggests that AI systems can have serious environmental impacts. According to Luccioni et al., 2022, BLOOM’s training run emitted 25 times more carbon than a single air traveler on a one-way trip from New York to San Francisco. Still, new reinforcement learning models like BCOOLER show that AI systems can be used to optimize energy usage.
4. The world’s best new scientist … AI? AI models are starting to rapidly accelerate scientific progress and in 2022 were used to aid hydrogen fusion, improve the efficiency of matrix manipulation, and generate new antibodies.
5. The number of incidents concerning the misuse of AI is rapidly rising. According to the AIAAIC database, which tracks incidents related to the ethical misuse of AI, the number of AI incidents and controversies has increased 26 times since 2012. Some notable incidents in 2022 included a deepfake video of Ukrainian President Volodymyr Zelenskyy surrendering and U.S. prisons using call-monitoring technology on their inmates. This growth is evidence of both greater use of AI technologies and awareness of misuse possibilities.
6. The demand for AI-related professional skills is increasing across virtually every American industrial sector. Across every sector in the United States for which there is data (with the exception of agriculture, forestry, fishing, and hunting), the number of AI-related job postings has increased on average from 1.7% in 2021 to 1.9% in 2022. Employers in the United States are increasingly looking for workers with AI-related skills.
7. For the first time in the last decade, year-over-year private investment in AI decreased. Global AI private investment was $91.9 billion in 2022, which represented a 26.7% decrease since 2021. The total number of AI-related funding events as well as the number of newly funded AI companies likewise decreased. Still, during the last decade as a whole, AI investment has significantly increased. In 2022 the amount of private investment in AI was 18 times greater than it was in 2013.
8. While the proportion of companies adopting AI has plateaued, the companies that have adopted AI continue to pull ahead. The proportion of companies adopting AI in 2022 has more than doubled since 2017, though it has plateaued in recent years between 50% and 60%, according to the results of McKinsey’s annual research survey. Organizations that have adopted AI report realizing meaningful cost decreases and revenue increases.
9. Policymaker interest in AI is on the rise. An AI Index analysis of the legislative records of 127 countries shows that the number of bills containing “artificial intelligence” that were passed into law grew from just 1 in 2016 to 37 in 2022. An analysis of the parliamentary records on AI in 81 countries likewise shows that mentions of AI in global legislative proceedings have increased nearly 6.5 times since 2016.
10. Chinese citizens are among those who feel the most positively about AI products and services. Americans … not so much. In a 2022 IPSOS survey, 78% of Chinese respondents (the highest proportion of surveyed countries) agreed with the statement that products and services using AI have more benefits than drawbacks. After Chinese respondents, those from Saudi Arabia (76%) and India (71%) felt the most positive about AI products. Only 35% of sampled Americans (among the lowest of surveyed countries) agreed that products and services using AI had more benefits than drawbacks.
By Our Staff
Famous Innovations, the Mumbai-based independent creative agency, has announced that Manas Lahiri has joined the agency as COO effective from today (April 4).
Lahiri has held senior positions at various agencies and brands, including Samsung, Motorola, McCann, Ogilvy, Havas Worldwide, and more.
Speaking about his new role, Lahiri said: “I’m excited to be joining Famous Innovations and its young, vibrant team. The agency’s focus on culture, design, and innovation aligns perfectly with my passion for activating omnichannel growth for companies. I’m looking forward to working with the team to drive the agency’s growth and success.”
Added Raj Kamble, Founder and CCO of Famous Innovations: “I couldn’t be more excited to welcome Manas Lahiri to the Famous Innovations family. When we met, it was clear that his passion for creativity and innovation was a perfect fit for our agency. His track record of developing businesses and building happy teams is impressive, and we are fortunate to have him lead as our new COO. We believe that the human factor is crucial in an industry that is constantly evolving with new technologies. With Manas’ strategic vision and deep understanding of brands, I am confident that he will help us further elevate our work and deliver exceptional results for our clients. This is a new chapter for Famous Innovations, and we are thrilled to have Manas onboard for this exciting journey.”
By Our Staff
Rapido has launched a campaign titled ‘Bike Wali Taxi, Sabse Saxi’ to drive consideration for the category in the e-mobility space.
The campaign has been created by Enormous and it comprises four films that showcase Rapido Bike-Taxi as a smart alternative in different scenarios.
Notesa communique: “With a digital-first approach, for the first time, Rapido has collaborated with the OTT platform JioCinema. Capitalizing on the reach and frequency of IPL on the platform, JioCinema serves as the lead channel. This will be followed by TV for amplification, and OOH as the recall channel.”
By Our Staff
Sony Pictures Networks India (SPN) has acquired exclusive television rights to broadcast the third edition of the Hero Super Cup 2023 and Hero Club Playoffs. The broadcaster will showcase the tournaments in the Indian subcontinent, including India, Afghanistan, Bangladesh, Bhutan, Nepal, Maldives, Pakistan & Sri Lanka. As part of the deal, Sony Sports Network will televise 27 matches of the Hero Super Cup 2023 including group stage, semifinals, and finals along with three matches of the Hero Club Playoffs on its channels Sony Sports Ten 2 and Sony Sports Ten 2 HD.
Said Rajesh Kaul, Chief Revenue Officer – Distribution & International Business and Head – Sports Business, Sony Pictures Networks India: “It gives us immense pleasure to expand our football portfolio by acquiring rights to the Hero Super Cup and Hero Clubs Playoffs. The Hero Super Cup has been essential in showcasing the clash between some of the biggest Indian football clubs. With the acquisitions, we aim to provide the best footballing action to the fans in the country.”
By Our Staff
Taco Bell, the Mexican cuisine-inspired restaurant brand has onboarded cricket all-rounder Hardik Pandya as its first ever brand ambassador in India. For the campaign, Pandya will be seen promoting Taco Bell’s partnership with Microsoft Xbox for a month-long giveaway.
In its third year, this collaboration between Taco Bell and Microsoft Xbox will run from till April 30, 2023 wherein Taco Bell fans and gaming enthusiasts can place order at Taco Bell via dine-in or delivery app and aggregators and stand a chance to win the Xbox Series S, 12-month game pass.
Said Gaurav Burman, Director, Burman Hospitality, Taco Bell’s Master Franchise Partner in India said, “Hardik Pandya is one of the world’s greatest cricket superstars, a brilliant athlete, and a wonderful role model. Taco Bell India is honoured and delighted that as a result of his love for our food and brand he has agreed to become Taco Bell India’s first Brand Ambassador. Taco Bell India has over 130 stores and is adding a new store every 100 hours, our success has been a result of our focus on delivering our customers the most innovative food at the most affordable prices. We believe the partnership brings together a brand and an athlete who both strive for excellence.”
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Most of our questions are around advertising, media and marketing, but a few times we do ask our Wizard with Words questions around issues that possibly concern many of us. Here’s Dr Bhaskar Das in the April 5 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/
Q. WIth Google Pay/UPI gaining currency, does it really matter if there are so many bank holidays this month?
A. Banks are a stabilising force for any economy including ours. I agree that with the increasing adoption of UPI by citizens removes the constraint of inaccessibility of banks due to holidays. But so far I know, there are many stipulations which are applicable to UPI-based withdrawals like amount and number of times of withdrawals etc. Hence, I feel that while UPI has created convenience for consumers even for small transactions, both the options – banks and UPI – will co-exist for their respective utilities.
By Sanjeev Kotnala
Other than the last edition, I have attended every edition GoaFest and yet I favour Adfest Pattaya. It is the first festival of the year and Asia’s most celebrated regional creative festival. One of the eight regional creative festivals in the WARC 100 Creative ranking that reflects the fast-changing face of the creative, marketing and production industry.
The 2023 edition of Adfest with the theme “Rise” was held between March 23 and 25, 2023 at the regular venue, the Pattaya Exhibition Hall (Peach), at the Royal Cliff Hotels Group, Pattaya. And if one is to see the Winner Showcase, one would realise the extent of technology usage and integration in advertising and communication in every form and format.
WINNER SHOWCASE
Post the festival, AdFest Pattaya has the winner showcase on its site. Where all the winners’ entries AV, film and board, are easily accessible with complete details. A few of the creatives are not showcased because the client has barred them due to some copyright issues.
I have thoroughly enjoyed my Wednesday watching the winner showcase. I would recommend everyone interested in the field to see the brilliant work showcased there. Some of the brilliant work where technology and accessibility played a major role- reflecting the change and trend included Tiger Beer, Unbranded Menu of McDonalds, Consent – partnering to showcase lack of consent, Closeup- city of love, Crazy Bundy Mixes, Shizuoka Model City, Toyota Voice Watch, Adidas – Ravi limited edition and the print special- the Annhaar Newspaper election edition that never got printed. Watch all these and more at the winner showcase.
JURY INSIGHT SESSIONS
One of the things that makes it endearing is the 45-minute breakout stage sessions of Jury Insight. Where delegates can listen first-hand to in-depth and freeform discussions with some Lotus Awards juries across panels and learn the secrets of what makes some works great.
ADFEST PATTAYA CONNECT
AdFest Connect APP is another tool that encourages and facilitates networking and interaction. It shows every delegate’s name, position, company, city, and country unless they have chosen not to be part of the AdFest Connect. It does not divulge the email addresses but facilitates the initial email sending unless opted out by the delegate. It is just a connecting tool and does not guarantee a response.
WORKSHOP AND INDUSTRY SESSIONS
There are industry-specific learning sessions needing pre-registration and with limited seats. This is no different from other festival programs. Still, they seem more relevant and industry-inclusive, like the World Producers Summit – a forum for production company owners and stakeholders to gather and discuss specific issues encountered as the industry evolves and globalises. This forum is a unique opportunity to gain valuable insights and learn possible solutions to current and emerging business challenges. Sessions like ‘Creativity for Mobile-first-era, ‘Step into AR and Reels’ and ‘CG Metahumans And The Infinite New Frontier Of Communication.’
DIVERSIFIED JURY PANELS.
The eight jury panels mostly follow the 8 Jury and 1 Jury president format. Interestingly, the panels are highly diversified in terms of agency and geographical representation and do not show any gender skew. There were 57 Jury members representing 18 cities at AdFest Pattaya 2023.
ADFEST PATTAYA EVOLVING WITH TIME.
The AdFest Pattaya has been evolving with time. There are, in total, 20 awards categories other than special awards. This time round, ‘The Commerce Lotus’, formerly the eCommerce Lotus, expands to include offline commerce in addition to eCommerce to celebrate creative and innovative solutions that enhance the consumer experience at source and drive business sales. The Digital amd Social Lotus, formerly Digital Lotus, introduces various new sub-categories to reflect the fast-changing landscape of the digital world and social media. And PR Agency of the Year was added to the Special Awards line-up like Network, Independent Agency, Digital Agency, Media Agency, Production Company and Advertiser of the Year. In addition, the scoring criteria were updated.
YOUNG LOTUS.
On the lines of Cannes Young Loins, AdFest Pattaya also has a young Lotus workshop before the festival, and 2 participants selected through local regional representation represent each region. AAA India partners AdFest Pattaya to choose the Young Lotus representative from India.
ARCHIVES AND ENTRIES.
All delegates have access to the AdFest Pattaya Archives, the winner showcase and the selected programme showcase. A brilliant resource that allows delegates to search and learn. And as a practice, AdFest Pattaya has a well-organised display of entries.
DELEGATE FEES ARE A BIT OF AN ISSUE FOR INDIAN DELEGATES.
The delegate Fee of Thai Bhaht 35K (83.5K INR) for the full, Thai Bhaht 22.5K (54K INR) for Young and Thai Bhaht 17.5K (42 K INR) for Students is a bit steep as there is an additional cost of travel and stay that could be approximately INR 60K including return airfare.
NET-NET.
Adfest Pattaya, the regional Creativity festival, is a recommended adfest. Though a bit costly, it is still manageable for young, under-30s, with early planning. India had 30 winners at AdFest Pattaya 2023, but not many delegates.
Our Wizard with Words is as direct as one get. So, brace yourself. And sit up and take notice. Here’s Dr Bhaskar Das in the April 7 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 or click here: https://www.mxmindia.com/category/columns/das-ka-dum/
Q. How and how much should a media and advertising professional equip oneself in AI?
A. The one sentence answer would be: embrace it or perish. Today, AI has been integrated in individual’s like – for quite some time- even without us being conscious about. So, it is for every business. Every business is a tech business today. That AI has to be an integral part of every business, irrespective of sector, is a tablestake. If any business or organisation is apprehensive of the availability of skill or applicability of it in their business, it would effectively plan for its own demise. AI doesn’t replace job or people. Job or people get replaced when AI isn’t embraced.
By Our Staff
ManipalCigna Health Insurance Company Limited has announced the launch of three new product feature-based films starring its brand ambassador and actor, Manoj Bajpayee.
Speaking on the new brand films, Sapna Desai, Chief Marketing Officer, ManipalCigna Health Insurance said: “Our new brand films starring our brand ambassador Manoj Bajpayee showcases his obsession and passion for ManipalCigna’s fully-loaded health insurance products in a light-hearted and humorous way. In the films, we see no matter which product Manoj is trying to make an ad for, he ends up propagating ManipalCigna Health Insurance in it, in his witty and inimitable style. Through these films, we aim to break the monotony of traditional health insurance advertisements and create an insight-led films that are engaging, relatable, and memorable for the viewers. We are confident that Manoj’s charisma and never-seen-before comic timing will strike a chord with the audience and encourage them to take the first steps towards buying the right health insurance plan from an expert.”
Speaking on the brand films, Govind Pandey, CEO, TBWA India said: “In the sea of sameness and policies with fine print across health insurance products, it is difficult to figure out the right health insurance policy. These three new brand films depict that when you finally come across the experience of the right policy designed by experts like ManipalCigna you notice the difference and you just cannot get over it. Manoj Bajpayee in his inimitable manner lands the critical benefits that only an expert like ManipalCigna can offer in health insurance. Expert Ki Suno Sahi Chuno is an invitation to choose your health policy from the people who know best.”