Category: NEWS

  • Samsung launches ‘Back to Campus’ campaign

    Samsung, consumer electronics brand, announced offers on select Galaxy Book, Galaxy Tab and Galaxy smartphone devices as part of its ‘Back to Campus’ campaign.

    Said Aditya Babbar, Vice President, MX Business, Samsung India: “Today’s youngsters are confident go-getters who need technology that enables them not just to learn more but to do more and be more. With our new ‘Back to Campus’ campaign, we are committed to democratising the connected power of Samsung Galaxy ecosystem for students across India.  It’s time for the new generation of Galaxy users to make their dreams come true and show the world how it’s done.”

  • Bata collaborates with EaseMyTrip.com

    As part of the summer holiday season, fuelled by a surge in demand for travel, Bata India has unveiled its latest 9 to 9 collection And  a ‘Try and Fly’ offer in association with Ease My Trip.com.

    The ‘9 to 9’ collection features a range of fashionable, all-occasion footwear to keep you in style from 9 AM to 9 PM as you travel this holiday season. Inspired by global trends, the range features semi-casual shoes for a smooth transition from laid-back explorations to fancy dinners, picture-perfect heels, casual sandals for a beach vacation and latest style sneakers to complement the excitement of your adventures. Featuring Europe-inspired styles, the collection seamlessly blends fashion and comfort for an effortless and stylish travel experience.

    Speaking on the campaign, Badri Beriwal, Chief Strategy & Business Development Officer, Bata India, said: “At Bata India, we believe in bringing the best of styles to our consumers, this holiday season, we have packed our latest collection with a unique offering of ‘Try and Fly.’ We are confident that our customers are going to be delighted by the launch of the latest Europe inspired styles at our stores and on Bata.com. With this proposition, we want to give everyone a chance to fly to their dream destination.”

    Speaking on the collaboration, EaseMyTrip Spokesperson, Nishant Pitti, CEO and Co-founder EaseMyTrip added: “We are excited to partner with Bata India for the ‘Try and Fly’ campaign. This partnership brings together the joy of trying on stylish footwear and the thrill of winning international trips. Travel is about experiences, and this campaign brings the joy of exploration right to the store.  We are thrilled to be a part of this remarkable initiative and look forward to seeing the excitement it brings to travellers nationwide.”

  • Leo Burnett Mumbai figures in One Show APAC Top 10

    Based on point totals for wins in The One Show 2024 announced last week during Creative Week in New York, Dentsu Inc. Tokyo is APAC Agency of the Year and #9 globally in The One Show 2024 Global Creative Rankings.

    The Top 10 agencies in APAC are as follows:

    The One Show 2024 Asia Pacific Agency Rankings

    Dentsu Inc. Tokyo

    The Monkeys Sydney

    VML Australia Melbourne

    M&C Saatchi Sydney

    TBWA\Hakuhodo Inc. Tokyo

    KMCgroup Tokyo

    Leo Burnett India Mumbai

    SIX Inc. Tokyo

    Leo Burnett Taiwan Taipei

    10.VML Singapore

    Other One Show 2024 APAC rankings leaders include:

    APAC Independent Agency: Howatson+Company Sydney

    APAC Production Company: Airbag Sydney/Melbourne

    APAC Design Firm: T-Change Design Studio Nanjing

    Globally, FCB New York is the world’s top-ranked agency this year, with Rethink Toronto coming in as the leading independent agency.

    Highlights of The One Show 2024 Global Creative Rankings are as follows (click the category links to view the full list for each):

    Agency Rankings

      1. FCB New York
      2. Rethink Toronto
      3. McCann New York
      4. Marcel Paris
      5. TBWA\Media Arts Lab Los Angeles
      6. FCB Chicago
      7. Ogilvy PR New York, Publicis Conseil Paris (tie)
      8. Dentsu Inc. Tokyo
      9. FCB Canada Toronto

    Agency Network Rankings

    1. FCB Global
    2. Ogilvy Group
    3. McCann Worldgroup

    Agency Holding Company Rankings

    1. Interpublic Group
    2. WPP
    3. Publicis Groupe

    Highest Ranked Work

    1. “Dreamcaster” by FCB New York with 456 Studios New York for AB InBev, Michelob ULTRA
    2. “WoMen’s Football” by Marcel Paris with Les Artisans du Film Paris and Prodigious Paris for Orange
    3. “ADLaM” by McCann New York for Microsoft
  • Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Sanjeev KotnalaThe excitement around AI-generated content is palpable. AI promises to fulfil a wide range of creative and functional needs quickly and efficiently. It can write books, blogs, and articles, design advertisements, create social media posts, develop visuals, and more. However, the surge in AI-generated content raises questions about originality and copyright protection for commercialising the content.

     

    Sourcing v/s Plagiarism

    Based on human prompts, AI generates content by accessing a vast repository of digital material and synthesising it into new works. This process often involves repurposing existing material, raising concerns about plagiarism. The AI doesn’t create original content; instead, it reconfigures what already exists, often from sources with copyright protections — something human creators are not allowed or expected to do. Genuinely speaking, it is a new form of an old problem- plagiarism.

    Before you point out, let me say that many human creators do the same! For example, I accessed many articles for this column, assimilated my thoughts, and then presented my point of view. So, what’s wrong if AI does the same? The AI does not superimpose its thoughts and thinking while recreating- recrafting what it proposes.

     

    Shaky on Copyright

    Copyright protection hinges on three main criteria: originality, a tangible medium, and human authorship. While AI-generated content might meet the requirement of being in a tangible medium, it falters on the other two fronts. AI content lacks originality since it is derived from existing works. Remember, the test of originality looks at substantial similarities and not differences. And it definitely fails the test of human authorship as algorithms, not humans, generate it.

    Unless the rules are changed- the AI-generated material cannot be commercially protected, which may be why most Generative AI programs promise the user the freedom to use or say they own the content!  However, if you were to try copyrighting it- you would be disappointed.

     

    The Debate on AI vs Copyright Continues

    The debate around AI and copyright is ongoing and complex. Some argue that traditional notions of copyright are becoming obsolete in a rapidly evolving digital landscape. Others believe in democratising content and universal ownership, valuing productivity and accessibility over strict copyright enforcement. You can ignore this debate if you feel the same way.

    It’s important to note that the debate on AI Content Copyright and the rules to harness AI capabilities within a safety net of universally accepted guidelines are ongoing and of significant relevance. This is a topic that we will be actively discussing and trying to resolve for some time.

     

    Case for a Disclaimer

    To maintain transparency, content creators should disclose the use of AI in their work. This would help differentiate between predominantly AI-generated content and content primarily created by humans with some AI assistance.

    Some digital content creators do mention if AI was used in content development. It may not be a case like the News and Advertorial, but the audience has the right to know. What do you think?

     

    Humanising AI Content

    Many creators use AI for initial content generation but rely on human creativity to edit and refine the final product. This practice, while common, does not solve the issue of originality since the AI’s role in content creation remains significant. Do not consider it a possible escape route to claim the originality of content. It would not pass the test.

     

    Individual Point of View

    Opinions on AI-generated content vary widely. The lack of consensus on copyright and commercial protection for such content leaves many questions unanswered. The debate will continue until the lawmakers and stakeholders work towards a shared understanding and framework- which is not expected soon.

    Possible solutions include stricter regulations on using copyrighted material in AI training, more explicit guidelines on the attribution of authorship in AI-generated content, and the development of AI-specific copyright laws.

    Many question the futility of such a debate. They question if it matters when the content is relevant, impactful, and to the brief. Is there a problem if no one objects and claims copyright?

     

    Net-net: AI Is trained on Pre-Existing Content

    AI training involves using pre-existing, often copyrighted content without explicit permissions or commercial transactions. This practice can lead to a homogenisation of creative works, potentially stifling originality and creativity in the long run.

    Many global and national content creators refuse AI permission to access their content for training. Is that a step in the right direction?

    Or would you want to access AI and check the politically correct stance and response?

     

    DISCLAIMER. This article first had 1063  words, then AI condensed it to 383. What you read is the Humanised version (741 words) of that condensed article- as the condensed version lacked and blanked out many human thoughts- still with the use of AI- I do not claim to be the sole creator of this particular piece of work.

  • Mindshare appoints Kalyan Undinty to head ecommerce

    Mindshare has announced the appointment of Kalyan Undinty as Head of Ecommerce. He was until recently Global Ecommerce Director at Reckitt.

    Said Amin Lakhani, CEO, Mindshare – South Asia: ” His extensive experience in building and scaling ecommerce businesses will help us innovate and deliver exceptional results for our clients. As brands embark on a journey of growth and transformation, we want to help them leverage the power of e-commerce to redefine strategies and drive tangible value for them. Together, we will chart new territories, elevate customer experiences in the ever-evolving realm of digital commerce.”

    Added Undinty: “It’s an exciting opportunity to explore new avenues and create transformative experiences, driving sustainable growth in the e-commerce ecosystem. Together, we’ll utilize data-driven insights, consumer-centric strategies, and cutting-edge technology to surpass our clients’ and consumers’ expectations. I’m excited to join the team and help shape Mindshare’s ecommerce agenda.”

  • Godrej Security Solutions unveils new ad film

    Godrej Security Solutions, a division of Godrej & Boyce, has unveiled its latest campaign titled “Secure Your Home While You Roam.”

    Said Pushkar Gokhale, Executive Vice President and Business Head, Godrej Security Solutions: “Godrej Security Solutions stands as a trusted guardian for households across India, ensuring security for generations to come. Our campaign challenges traditional beliefs by promoting a logical approach to home security. We aim to empower individuals to make informed decisions, alleviating travel anxieties. With advanced Home Lockers offering comprehensive security, we redefine safeguarding valuables. Prioritizing convenience and logic over traditional methods, we instil trust in our customers. Our ultimate goal is to ensure peace of mind by Securing Happiness wherever the travellers go.”

  • Tata Neu rolls out campaign

    Tata Neu, the online shopping website developed by Tata Group and ‘Associate Partner’ sponsor for this year’s Tata IPL has rolled out a campaign titled #RuknaKyun.

    Sharing his thoughts on the campaign and music video, Sushant Vithaldas, Head Business Operations – Schbang Bangalore said: “As the Tata IPL season unfolds, Tata Neu’s #RuknaKyun campaign emerges as a beacon of boundless celebration nationwide. At Schbang, we’re happy to have played a pivotal role in crafting this electrifying campaign, pushing the boundaries of creativity and engagement. Through innovative storytelling and dynamic collaborations, we’ve woven a tapestry of excitement that resonates deeply with fans across the country. This campaign isn’t just about Tata Neu—it’s about igniting passion, sparking curiosity, and inviting everyone to embrace the spirit of limitless celebration.”

     

     

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    A post shared by Tata Neu (@tataneuofficial)

  • 22feet Tribal Worldwide campaigns for BGMI

    22feet Tribal Worldwide has unveiled anew campaign for Battlegrounds Mobile India (BGMI), Krafton‘s battle royale game, titled ‘Hai Thoda Time, Play Thoda BGMI’. The campaign highlights BGMI’s range of quick gameplay modes, tailored for the evolving needs of modern gamers.

    Said Srinjoy Das, Associate Director of Marketing, Krafton India: “Cutting clutter when you are talking about something as mundane as lack of time is tough. For this campaign, we found the scripts to be remarkably funny, and brings out a very dramatic set of circumstances that piques strong curiosity and ensures high video completion rates. We hope our fans love the beautifully directed films as much as we do.”

    Added Vishnu Srivatsav, Creative Head – 22feet Tribal Worldwide: “We were seeking the most precious commodity in the known universe, time. And not a large amount of time, but a tiny sliver of it. But we know that every second of free time that people get is a gift from the universe. So we went ahead and made films that showed the amount of things that needed to happen for anyone to get just a little bit of time.  We worked on the crazy, yet plausible set of events that lead to you getting a little bit of time for BGMI’s quick game modes.”

  • Madverse launches Impact

    Madverse, a music distribution and DIY artist services platform, has launched Impact, an initiative designed for music marketing.

    Said Rohan Nesho Jain, the founder of Impact by Madverse: “At Impact, we are the architects of influence. Our goal is clear: to empower artists to have their voices heard, their stories conveyed, and their ambitions realized in the worldwide music industry. We will not only provide marketing services, but also a platform for artists to produce intriguing storylines that capture people throughout the world. Understanding the importance of social media, our team is committed to improving artists’ online presence and engagement across all platforms, using specialised digital advertising strategies, and providing unique access to platforms like Spotify Studio and Wynk Studio. Impact represents our objective of democratizing the music industry by guaranteeing that all artists have the opportunity to thrive and succeed on their terms.”

  • Policybazaar launches new ad campaign

    Policybazaar has launched three ad films focussing on swift claims assistance.

    Said Sai Narayan, CMO at Policybazaar: “When it comes to insurance, our research shows that most customers make a clear choice of a robust claims support over anything else, even low prices. This is why we started our journey of awareness and trust-building with ad campaigns on claims assistance in the health and life insurance space, which we are now extending to motor insurance. Our campaign features three relatable scenarios that reflect the common consumer sentiment – will my claim be processed? This is where Policybazaar steps in to assure our customers that we have got their backs every step of the way. From seamless claims processing to quick resolutions, we are here to make the insurance experience hassle-free.”

    Added Hemant Misra, Managing Director, MagicCircle Communications: “Our idea was to realistically showcase the anxiety a consumer feels when having to claim their car insurance. From the accident scenario, to the possibility of claim rejection, or even delayed delivery of the vehicle, there are myriad issues that can cause anxiety. But no matter the stress, Policybazaar’s assurance of end-to-end claim support was the perfect brand promise to address it. The relatable scenarios were married with clever storytelling techniques, to create an engaging and effective narrative.”

  • Virtue Worldwide appoints Sumbul Khan as Business Lead, India Market

    Virtue Worldwide, the creative agency powered by Vice Media Group, has appoints Sumbul Khan as Business Lead for the India market.

    Said Lesley John, Managing Director, Virtue APAC: “Our team in India has tremendous talent, ambition and drive to make work that lives and breathes culture whilst driving business results for our clients, and in Sumbul we’ve found a leader who will support the team in continuing to foster thriving client relationships whilst driving growth for the agency. All of this, with what I’m starting to see as her signature leadership style – always laser-focused on effective outcomes, whilst unflappably calm and collected, with empathy above all else. I look forward to working closely with Sumbul to continue to build our culture and business in India.”

  • Ashoke Agarrwal: Thank you, CNBC-TV18!

    Ashoke AgarrwalI’m an avid consumer of political and economic news.

    My consumption habits are, however, skewed.

    I focus on the US media simply because the US is the best and most entertaining but enlightening reality show on Earth. Many years ago, I had an advertising executive from New York in stitches when, during an argument, I quipped, “Hollywood is not an American institution. America is a Hollywood institution.” Plus, the world’s most prosperous country delivers bonzo production values in everything it does. However, I do assiduously ignore the US media’s take on India and generally the rest of the world because of its “Ugly American” bias.

    I rely on magazines like The Economist and a series of well-chosen podcasts (YouTube videocasts) for serious geo-political, technology and economic takes.

    I tend to mostly ignore the Indian news media, not because I’m not interested in Indian news but because its professional standards and production values are so horrendously low. I still dip into India Today magazine because its coverage continues to be grounded and unbiased. Though page after page of “sponsored” content is an irritating distraction, everyone, including a storied magazine, must make ends meet in these dog days for mass media.

    Over the last couple of months, caught up in the implications of the impending election, I made an exception. I started watching the Indian news channels and reading the Indian newspapers. The reasoning was that the reach of news media, especially the vernacular TV news channels and newspapers, continued to be good. Watching and reading them was one way to get in touch with what was happening on the ground.

    The upshot of this experiment was that in a matter of weeks, I was depressed!

    As a form of self-analysis, I asked myself, what gives?

    A recent article in The Economist,”Are American Progressives Making Themselves Sad?”, offered an interesting perspective. Gallup’s annual global poll on happiness found that progressives are, of late, much less happy than conservatives. The cause for this was a flip in the attitude to change. In an earlier era, progressives anticipated change and were very happy about it. Now, after decades of progressive change, the conservatives are looking for radical change. And since change is inevitable, the happiness pendulum has swung.

    But does the progressive-conservative dichotomy, fascinating though it is, explain my depression? Not really. I’m a centrist, and I have no dog in the political fight that is currently raging in India. While one party is a better manager of India’s fiscal and economic policy, India’s financial strength and growth will endure whoever is at the political helm.

    Shouting matches about secularism, appeasement, dynasty, authoritarianism, national image, security, threats to the constitution and democracy etc., etc., are just shadow-fighting. Such shouting matches about ephemeral issues are de rigueur in heated political campaigns.

    So, the ingredient in my daily diet of Indian mass media coverage of the Indian elections that upset my mental equilibrium was not the content but the tone delivered by Indian politicians from both sides and the tone of the onward transmission by media coverage.

    The bile, from both sides, is poisonous. The rhetoric is devoid of all reason. Instead of providing a patina of deliberation and studied comments, the media seeks to amplify the bile and the unreason.

    As I drowned in this murky media sea, I perceived a country and a society riven by strife where misery ruled, and the only alternative was another form of misery.

    And then I remembered that the most potent pillar of modern society globally, including in India, is business, not politics. The Edelman Trust Barometer 2023 confirms this. The finding is that people’s trust in business is consistently higher than that of government, the media, and NGOs. Given this, perhaps the state of Indian business better reflected the mood and state of India and its people than its politics. I, therefore, added India’s business news channels and newspapers to my daily diet of Indian mass media. Soon, I found relief. The tone is measured. The analysis is grounded in numbers. And the mood is cautiously optimistic. India is in good hands, I realised. Its economy and businesses are in good hands. Hands that will find equilibrium and growth whatever the political dispensation. Isn’t it evident when State Governments play a crucial economic role, and businesses continue to boom under State Governments of varied hues?

    My analysis is probably too facile, but it helped me beat the downward loop. For this reason, I must thank CNBCTV18. You guys are steadfastly devoted to the numbers, financial reports, and the stock market with a smile, steadily ignoring the political storm outside your studios. Thank you once again. Bill me for therapy if you must, though I pay the requisite subscription charge.

    PS: My fellow MxMIndia columnist, Ranjona Banerji, regularly reviews the news media scene in India. To do so, she must digest a daily diet of Indian news media over the years. After my experiment, my admiration for her has increased manifold. What perseverance! What an iron stomach! Hats off!