Author: mxmadmin

  • BBH India appoints Swati Balani as ECD

    By Our Staff

     

    Swati Balani
    Swati Balani

    BBH India has appointed Swati Balani as Executive Creative Director (ECD), in Mumbai. She will report to Parixit (yes, we got the spelling right!) Bhattacharya, Chief Creative Officer, BBH India, in her new role.

     

    Parixit Bhattacharya

    Said Bhattacharya: “We are casting for a high talent density collective. Where every individual inspires the other and impacts the work positively. Swati represents the very best of our industry. Her work puts technology, data, and platforms to the service of great insights. She has taken a modern, social approach to marketing across a variety of projects. Swati will guide the output of some of our key brands while pushing the boundaries on breakthrough, non-traditional work. We want Swati to make the best work of her life with the team here while laughing the hardest she ever has.”

     

  • News18 unveils cancer initiative with Fed Bank & Tata Trusts

    By Our Staff (Updated)

     

    If this story is placed first amongst the various news reports today, it’s because such effort merit all the attention and must be encouraged. The News18 network and Federal Bank Hormis Memorial Foundation and Tata Trusts have collaborated to the unveil ‘Sanjeevani-United Against Cancer’. The attempt is to raise awareness and encourage conversations around the silent cancer epidemic, and to alleviate fears that often accompany this disease.

     

    Said Shyam Srinivasan, MD and CEO of Federal Bank, onthe initiative: “As we celebrate the remarkable success of “Sanjeevani – A Shot Of Life” campaign which was aimed at addressing the fear and reluctance surrounding Covid Vaccines, our primary focus has evolved to proactive pursuits in healthcare, specifically combatting cancer through early detection. This time, through Sanjeevani 2.0, Federal Bank is focussing on the need to overcome nonchalance and dismissiveness around the possibility of Cancer affecting any of us. Cancer Screening needs to become an integral part of annual health checkups, which too need to be a disciplined activity. Given News18’s reach, we believe that a rise in awareness will increase testing or screening in our country. This should increase the ratio of survivors, which will be a hard-fought victory, with ongoing efforts. Having Tata Trusts as our knowledge partner helps us harness and be guided by their deep understanding of the terminal probabilities of Cancer. We at Federal Bank are honored to collaborate with such venerable and compassionate partners in guiding Sanjeevani towards its Mission.”

     

    Highlighting the barriers in the fight against cancer, Puneet Singhvi, CEO – Digital & President – Corporate Strategy at Network18 Media & Investments Ltd. states, “Anxiety and fear have acted as significant barriers in cancer detection among Indians, encompassing the concerns around its treatment, financial burden and repercussions on the family. However, numerous studies indicate that early detection can result in beating cancer and saving lives. With the launch of ‘Sanjeevani,’ our mission is to educate our audience and evangelize the benefits of early detection in the fight against cancer. The initiative in partnership with the Federal Bank Hormis Memorial and Tata Trusts is more than just a campaign; it is a movement towards driving awareness and making an impact in the fight against cancer. ‘Sanjeevani’ reaffirms our dedication to rewriting the fight against cancer narrative, emphasising the critical importance of early detection, and underscoring the immeasurable value of health.”

     

    Added Siddharth Sharma, CEO, Tata Trusts: “Committed to revolutionising cancer care across the country since 1941, Tata Trusts have been at the forefront of critical initiatives to advance accessible, affordable, and quality cancer treatment and care. Today, as we continue our fight against the surging cancer challenge, we are happy to associate, as knowledge partners, with ” Sanjeevani, United Against Cancer” – a purpose-driven initiative being launched by News18 Network to drive awareness around the disease and the importance of early detection. We hope that this endeavour will not only foster awareness and meaningful discussions about cancer but also effectively address the fears linked to the disease. Over time, these efforts may help to highlight the true value of “early cancer detection” which will significantly increase the chances of survival. Working together in a collaborative framework, the Trusts aim to continue driving positive change and overcoming social and economic barriers associated with cancer.”

     

  • SBI General Insurance unveils digital campaign

    By Our Staff

     

    SBI General Insurance has announced the launch of #JoBhiHoHumDekhLenge campaign, aimed at spreading awareness around Health Insurance and its benefits. The campaign entails a series of three engaging digital films highlighting the bond shared between a father and son duo. The films shine a spotlight on the features of the newly launched health insurance product ‘Super Health Insurance’.

     

    Said Rathin Lahiri, Head Marketing and CSR, SBI General Insurance: “Given the rising hospitalization and medical costs health insurance is an absolute necessity today to deal with medical emergencies for us and our families. With this campaign #JoBhiHoHumDekhLenge, we aim to connect deeper with our customers. The central theme of the campaign is to convey ‘bharosa’, a value that SBI General Insurance brand personifies. We want consumers to choose their insurance coverage carefully so that they remain protected, and live worry-free.”

     

  • MRUCI elects Shailesh Gupta as Chairman

    By Our Staff

     

    At the AGM conducted by the Media Research Users Council India (MRUCI) on Tuesday, September 26, Shailesh Gupta, Wholetime Director, Jagran Prakashan Ltd and Shashank Srivastava, Senior Executive Director – Sales & Marketing, Maruti Suzuki India Ltd., were unanimously elected as MRUCI’s Chairman and Vice Chairman, respectively. The announcement was made at MRUCI’s Board meeting which was held shortly after its AGM.

     

    Gupta takes over the mantle from Shashidhar Sinha, CEO-India, Mediabrands, who served as MRUCI’s Chairman for two consecutive terms i.e. from 2021-2022 and 2022-2023. While handing over the mantle, Sinha said: “I am happy that IRS is being revived after a gap because of Covid”

     

    Said Gupta in his vote of thanks: “I’d like to thank Mr Shashi Sinha for leading MRUCI and taking several strides forward in reviving the IRS. It will be my endeavour to help create a robust 3rdparty research that helps all constituents and collectively takes the industry forward.”

     

    Two new members have also been appointed to the Board of Governors, viz:

    Rajeev Beotra, Executive Director, HT Media Ltd.

    Anupriya Acharya, CEO, South Asia, Publicis Groupe

     

  • Sony Sab collaborates with Indian Cancer Society

    By Our Staff

     

    Sony Sab has teamed up with the Indian Cancer Society (ICS) to create awareness about breast cancer through its ongoing popular show, ‘Wagle Ki Duniya’.

     

    The objective is to encourage viewers to shed their inhibitions and openly engage in conversations about breast cancer, creating awareness, self-examination and screenings leading to early detection, and ultimately saving lives.

     

    The ongoing track in the show highlights Vandana’s (portrayed by Pariva Pranati) battle against breast cancer. It aims to inspire women to overcome fear and embarrassment, as staying silent could have grave consequences. In an effort to reinforce this message, Sony Sab has joined hands with Indian Cancer Society and is set to air a promo encouraging viewers to log on to www.indiancancersociety.org or call the helpline number 8411803040, for essential information and support related to early detection and self-examination for breast cancer. With the #shekickscancer initiative, Sony Sab hopes to address such crucial topics openly and contribute to a more healthy and aware society.

     

    Said Neeraj Vyas, Business Head, Sony Sab: “We believe in the power of storytelling to drive awareness about critical social issues and Sony Sab is committed to touching themes that are thought provoking and can inspire viewers to look at concerns and challenges in the most positive way. As part of the ongoing theme in Wagle Ki Duniya, we are happy to create value for our viewers by tying up with Indian Cancer Society. We hope to create awareness and are confident that this collaboration has the potential to make a meaningful difference to women.”

     

    Added Usha Thorat Hon. Secretary and Managing Trustee, Indian Cancer Society: “We are happy to see Sony Sab promoting open dialogue and raising awareness about a crucial issue such as breast cancer. In a time when breast cancer casts a long shadow over the lives of many, the importance of awareness and early intervention cannot be overstated. This initiative is sure to transcend beyond the TV screens and inspire many women to speak up and seek help to ensure early detection.”

     

  • Pepsico rolls out new TVC

    By Our Staff

     

    PepsiCo India has introduced a new TVC to celebrate the expansion of its Sizzlin’ Hot platform. This fiery TVC features the complete Sizzlin’ Hot range including Lay’s, Kurkure, and Doritos.

     

    Commenting on the Sizzlin’ Hot range expansion and launch of the TVC, Anshul Khanna, Vice President and Foods Category Head of India and South Asia, PepsiCo said: “Last year, we introduced one of our most successful global platforms, Sizzlin’ Hot in India and have witnessed an overwhelming response. As we approach the festive season, we’re thrilled to announce the expansion of the platform with localised flavours for the unique Indian spice palate across our beloved brands, including Lay’s Maxx, Kurkure, and Doritos Dinamita. The launch will be accompanied by a comprehensive 360-degree marketing campaign that is sure to get people to intrigued about the fiery range. We hope that consumers love this new range and continue to spice up their snacking occasions.”

     

    Added Vikram Pandey (Spiky), National Creative Director, Leo Burnett India: “The Sizzlin’ Hot flavour is available in 3 formats – Kurkure, Lays and Doritos. No matter which one you pick up, the fiery taste is likely to make you react in unexpected ways. From fiery exclamations to bizarre sounds, the execution of the TVC brings together a gamut of expressions in a way that you can’t help but watch it again. Pretty much like the product, that you can’t help but eat another.”

     

     

  • One Source partners with Flipcarbon

    By Our Staff

     

    Flipcarbon, a full-stack consulting firm, has partnered with PR firm One Source. Said Prabhash Nirbhay, Founder, Flipcarbon: “In today’s highly dense information age, effective communication is key. At Flipcarbon, our DNA is to work from strategy to implementation, and we wanted to work with a partner who shares the same DNA. We are excited to join forces with One Source and take our unique solutions and approach to enterprises across the country. We believe that One Source’s expertise in integrated marketing and brand building will further amplify our outreach, allowing us to share our success stories and insights with a broader audience.”

     

    Added Sandeep Rao, CEO & Co-founder, One Source: “We are excited to partner with Flipcarbon. They are at the cusp of innovation and are truly representative of Bharat’s transformational journey. They have an extremely strong narrative, and we want to bring that out to the market through our unique communication and marketing approach. It is important to say the right thing, to the right person at the right time, and this mindset is crucial for delivering compelling narratives and building true reputation for brands.”

     

  • Apple, Musk and AI

     

     

    By Ashoke Agarrwal

     

    Ashoke AgarrwalI coined Concierge Intelligence (CI) as a type of Artificial Intelligence (AI) owned by and dedicated to an individual and fully protective of his privacy. CI would aid the individual in understanding herself better and leading to better life outcomes in health, education, career and relationships – in general, as a putative ad copy would say: ‘Be A Better You’. Further, CI would handle routine tasks like shopping, bill paying, appointments, correspondence and travel arrangements based on a deep understanding of the individual’s preferences and needs and an up-to-the-minute and universal understanding of options. CI would be under the complete control of the individual, who can switch it off and on and decide on the level of access granted.

     

    When I first wrote about CI in Feb 2021, the concept seemed at least a decade or more away. Not any longer. Like the world, I was unaware of the rapid progress of Large Language Models (LLM) technology.

     

    Today, many factors indicate that the first generation of CI is around the corner. A CI prototype might already be in the hands of hundreds of millions worldwide! Let me explain.

     

    For a couple of years now, Apple has been communicating the following:

    :: Many of the functions and Apps on its devices – Siri, Keyboard Suggestions, Health, Messages, Mail, Music, Books, and Apple TV – use AI to enhance user experience and utility.

    :: Apple puts ensuring user privacy as the highest priority. Therefore, all its AI works on data and software residing on the user’s device, under complete user control, and cordoned off from other entities, including Apple.

     

    The penny dropped when I first read about the Journal App that Apple is readying for release with iOS 17. Journal App gives iPhone users the means to record their day-to-day activities and uses advanced prompt features enabling users to track their emotional state and the causes.

     

    The latest iPhones carry specialised chips that allow the device to run sophisticated AI programs on the device itself. With the breadth and depth of information, the iPhone has about its users, the phone’s processing capabilities and the level of trust Apple had built with its users, all the conditions that make for a CI already exist. Over the next few years, iPhone users, prompted by Apple, will increasingly find use cases for the CI that resides over the phone. With each new generation of iPhones, the CI will get more powerful and within the next decade, Apple will likely brand this as a proprietary feature and build a revenue model around it. CI by Apple could be the next big thing from Apple after the iPhone. If Apple keeps its promise of protecting user privacy, iPhone CI will add to the quality of life and be one of AI’s boons.

     

    While the wizards of Cupertino are coming at AI based on an individual’s shared experiences, the wizard who has given the world Tesla and SpaceX is taking a different tack.

     

    Musk wants Tesla to be the first to launch a fully self-driven car without a steering wheel or a brake pedal to allow a human driver to take control. While many companies, Alphabet being one of them, are at work perfecting AI systems, Musk’s approach is entirely different from the rest.

     

    Alphabet and others are trying to build a self-driving car based on an algorithm that relies on the following:

    :: Signals from a hardware system consisting of cameras and radars that transmit in great detail, second by microsecond, the physical environment of the car as it drives through a roadscape.

    :: And rules that codify the signals into millions of scenarios and actions that are needed to respond to the system.

     

    The above approach is similar to the early days of Natural Language Processing, which tried to create language models based on the contextual meaning of words and rules of grammar and idiomatic usage.

     

    In one sense, Musk’s flip on the AI needed to build a self-driven car is simple. He believes if humans can drive cars based on just visual inputs, so can AI. So, radars are the first things he has taken out of the equation. His second lead is even greater. Large Language Models (LLMs) like GPT 4.0 work through patterns that a Deep Learning AI system detects from a large enough set of training data without needing an explicit set of rules. Musk’s leap is that he can build AI systems that can operate in the physical world through a large enough training data set. The difference is that in the case of the physical world, the data set is visual.

     

    Every Tesla carries a set of high-resolution cameras. And its software records all the actions that a driver takes. Further, all the data from the cameras and the software systems are transmitted to Tesla’s servers. With millions of Teslas worldwide, Tesla has an ever-increasing training data set.

     

    Musk is not stopping at building self-driving Robocars but is busy building a human-like robot branded Optimus on the same AI principles. The training data for Optimus-like robots will come from recording humans engaged in various activities – cooking a meal, navigating a home, an office or a mall, playing a sport, etc.

     

    Further, in all cases, the training data will be culled so that the robot learns from the best drivers, champion players, chefs, etc. So ipso facto, robots will come out of the gate better than humans because they learnt from the best and have the advantage of being faster, connected and untiring.

     

    Paradoxically, Musk also pays lip service to the dangers of AI and contends that he is trying to build something like Assimov’s Three Laws of Robotics into the AI systems he is busy inventing.

     

    So, between the CI that Apple is fast making a reality and Musk’s promised Robot Intelligence (RI), AI is set to impact the daily lives of all of us significantly.

     

    Another AI revolution is brewing in the scientific field, launching tectonic shifts that will alter human civilisation. But that is grist for another post.

     

  • Makers of popular TV show TMKOC forays into new digital venture

    By Our Staff

     

    Neela Films, makers of show ‘Taarak Mehta Ka Ooltah Chashmah’ (TMKOC), has forayed into gaming, animation, and e-commerce with its new venture Neela Mediatech Pvt. Ltd.

     

    Said Asit Kumarr Modi, Creator, Producer and Managing Director of Neela Film Production and Neela Mediatech: “We’ve been at the helm in the entertainment space for decades, and now, with gaming emerging as the next frontier of entertainment, we’re taking a bold leap to offer our audience more excitement and value. Our strategic vision includes reinforcing our content pipeline, captivating the mobile-first gaming community, and establishing ourselves as the go-to YouTube Channel for children. With this we hope to redefine the entertainment space ensuring that our audience continue to enjoy exceptional and immersive experiences.”

     

  • Efficacy goes on an expansion spree

    By Our Staff

     

    Efficacy Worldwide, an advertising and marketing agency, has announced the expansion into multiple markets across India and opens its first international office in Singapore.

     

    Said Vishnu Sharma, Founder & CEO, of Efficacy Worldwide: “This expansion marks the first step in realising our vision to become the first and largest Indian agency to go global and sign on Indian-origin international businesses. It reflects our unwavering commitment to providing exceptional services and success for clients on a global scale. We are excited to broaden our horizons and find clients in new markets. Limitless possibilities lie ahead, and we’re going to make the most of them to continue trailblazing in the advertising and marketing industry.”

     

  • Vivo collaborates with BrandMusiq

    By Our Staff

     

    Devices major Vivo has partnered with BrandMusiq to craft sonic identity System.

     

    Speaking on the landmark initiative, a Vivo Brand spokesperson said: “We can’t wait to have consumers experience this encapsulating tone that is the perfect embodiment of vivo brand values and purpose. The process of creating this was a wonderful journey of bridging the gap between science and art. We hope consumers can find joy in what we have created.”

     

    Added Rajeev Raja, Founder of BrandMusiq: “Vivo’s decision to integrate our Sonic Identity System into their brand communications and consumer engagement programs marks a momentous leap for both sonic branding and the brand’s identity. We are thrilled to partner with vivo in creating a comprehensive sonic identity that triggers instant brand recognition and deepens brand emotion.”

     

  • Hearth Ventures partners with Tute Consult

    By Our Staff

     

    Hearth Ventures, specialising in creative, cultural, and circular economy startups, has appointed Tute Consult as its strategic communications partners.

     

    Said Shefali Chhachhi, Co-founder & Partner, Hearth Ventures: “This association with Tute Consult is a strategic step towards our mission to enhance awareness of the immense untapped potential in the  creative, cultural and circular economy (3C) sectors and its direct impact on India’s inclusive and equitable economic growth. These sectors include better for planet solutions made in India for the world. Sustainable fashion and decor, artful jewellery, natural fibre based products , biodegradable and zero waste consumer goods across d2c brands, marketplaces and technology enablers are some examples driving for responsible production and consumption, a key SDG.”

     

    Commenting on the new win, Komal Lath, Founder, Tute Consult added: “We are excited to be partnering with Hearth Ventures’ for their communications. . Hearth Ventures is paving the way for long-term growth and the preservation of India’s rich cultural heritage. As a company we always have believed in enterprises that support ESG goals and also hence also have strategic investments in like-minded brands. We are looking forward to communicating an effective narrative about their initiatives to a global audience and sharing our expertise with their partner companies.