ITV

Category: MAM

  • India excels in Cloud, AI, and ML: 85 per cent of Indian businesses use cloud providers for analytics: Experian Study

    India excels in Cloud, AI, and ML: 85 per cent of Indian businesses use cloud providers for analytics: Experian Study

    Mumbai: India demonstrates remarkable resilience in the face of a challenging global landscape, according to the World Bank. Robust domestic demand, public infrastructure investments and the strengthening of the financial sector collectively contribute to India’s performance. As a testament to this resilience, a staggering 77 per cent of business leaders surveyed maintain a positive outlook for the upcoming year. These findings emerge from a comprehensive study conducted by forrester consulting commissioned by Experian, a global information services leader. The study also explores the profound impact of AI on analytics, risk assessment and customer experience. Notably, India demonstrates impressive AI and Machine Learning (ML), adoption rates, reaching 49 per cent in customer service and 40 per cent in identity verification.

    The study highlights India’s leadership in the EMEA and APAC regions, with 85 per cent of surveyed Indian businesses using external cloud providers for analytics. India’s adoption outpaces countries like Germany (66 per cent), New Zealand (per cent), and Spain (58 per cent), solidifying its position as a front-runner in cloud, AI, and ML utilisation.

    Role of AI in mitigating top risks:

    The report delves into the transformative potential of AI, the biggest risk priorities, and underscores how AI plays a pivotal role in fortifying resilience. Data privacy (59 per cent) and cybersecurity (53 per cent) emerge as the top risk concerns for the upcoming year, followed by ESG risk (47 per cent) and credit risk (41 per cent).

    Effectively mitigating these risks depends on improving the predictiveness of models and unlocking value from a wide variety of data sources. In this regard AI, particularly ML stands out as an instrumental tool with immense potential.

    Data integration and cloud investments drive AI success:

    Achieving AI success requires large volumes of data and the right data infrastructure. Despite an increase in new data sources, the biggest data-related challenge (for 48 per cent of respondents) pertains to the difficulty in effectively sharing data at a large scale while ensuring trust and security. As a result, 86 per cent of business leaders are prioritising investments in new data sources to better understand risk and affordability.

    The research shows that the biggest analytics-related challenge for nearly half of respondents (55 per cent) is the ability to seamlessly connect different data assets in a data warehouse that can adequately support AI/ML use cases. To address this issue, 86 per cent are prioritising investments in cloud technology for seamless data integration with 63 per cent agreeing that externally hosted cloud services are the best way to avoid data silos and aggregate data sources.

    Unlocking AI’s potential: productivity and efficiency enhancements:

    There are multiple ways in which AI can improve productivity, efficiency, and service delivery. Many organisations are actively exploring AI use cases, with a diverse range of possibilities, including enhanced underwriting with ML-based models, proactive and early identification of vulnerable customers, improved fraud prevention and faster customer service. More than half (65 per cent) of those already using AI find that their productivity gains have offset the initial cost – a clear indication of positive ROI from AI adoption.

    Experian managing director Saikrishnan said, “AI is currently leading the way in identifying innovative approaches to unlock the power of data, revolutionising business operations and elevating customer experience. As businesses engage with increasingly intricate decisions, AI plays a pivotal role in optimising the efficiency and effectiveness of business processes. Embracing the enduring role of AI becomes imperative, providing unparalleled insights for precise decision-making, particularly in critical areas such as risk management and fraud prevention. Simultaneously, it ushers in a new era of operational efficiency through automation, ultimately elevating the customer experience to new heights.”

    “AI/ML has increasingly emerged as a pivotal catalyst in combating new fraud challenges, automating credit risk processes, and leverage alternative data. AI is rapidly transitioning from a choice to a necessity, driving improved business performance and fostering inclusive financial growth,” he further added.

    Adding to it, Experian CEO, EMEA & APAC Malin Holmberg said, “While AI is driving innovation and enhancing analytical performance, it is critical to ensure this technology is used in a responsible and ethical way. It is reassuring that 61 per cent of our respondents have a comprehensive AI risk management program in place and are actively addressing unintentional bias through fully transparent and explainable AI. Businesses that embrace this technology will find themselves at an advantage as they unlock new growth opportunities through process efficiency and greater automation,”

  • Capri Global Capital receives corporate agency license from IRDAI

    Capri Global Capital receives corporate agency license from IRDAI

    Mumbai: Capri Global Capital Limited (CGCL) has received a Composite Corporate Agency license from the Insurance Regulatory and Development Authority of India (IRDAI) to distribute life, general, and health insurance products. This will help CGCL further diversify its product offerings and strengthen its fee income.

    CGCL aims to leverage its robust branch network in north and west India to cross-sell insurance products. CGCL shall offer tailored insurance solutions to its borrower clients giving them an option to cover themselves comprehensively against life and non-life risks.  

    CGCL offers retail loans in MSME, affordable housing, and gold loan segments. The company mainly lends to borrowers in the self-employed non-professional category. CGCLs consolidated AUM stood at Rs123.6 bn (59 per cent YoY) as of September 2023. The non-interest income for half-year ended Sep23 was Rs1, 607mn (58 per cent YoY).

    Speaking on the occasion, CGCL MD & CEO Rajesh Sharma stated, CGCLs active client base increased 5x YoY to 270 K as of September 2023.The rapidly increasing client relationships offers CGCL a captive base to improve insurance penetration and contribute to the Insuring India by 2047 mission. This will also help CGCL strengthen its fee income and deliver better returns to its stakeholders. The company expects to generate a net fee income of Rs 200 mn from insurance cross-sell in FY25.

  • RPG Group exemplifies innovation in communication with Gen AI-powered Campaigns

    RPG Group exemplifies innovation in communication with Gen AI-powered Campaigns

    Mumbai: RPG Group, one of India’s business conglomerates is making waves in the communication landscape with its transformative use of generative artificial intelligence. Through innovative campaigns RPG Group has reinforced its position in the evolving field of AI-driven communication by effectively engaging with its internal & external audiences on social media and beyond.

    Group’s ‘AI Versus AI’ campaign showcases company’s expertise in AI-generated content, whilst also creating a platform to talk about various brands under the RPG umbrella. Through this campaign, the participants were challenged to identify which of the presented images were generated by AI and which were original photographs. This interactive campaign sparked intrigue and encouraged engagement, as participants delved into the nuances of AI-generated imagery.

    Another campaign that attracted eyeballs was, ‘AI-wali Diwali’- a two-part video series produced using popular gen AI tool, Mid-journey. The video employed stunning visuals that capture the essence of the festival of lights featuring diverse individuals and homes, each celebrating the festival in their unique traditions and colors. The second video displays RPGians in their digital avatars celebrating Diwali. The videos were widely shared across social media platforms, generating significant engagement.

    RPG Group Head – brand & communications Shalini Singh said, “We at RPG Group believe in the transformative power of innovative communication. Our Gen AI-driven campaigns exemplify our commitment to pushing boundaries and reshaping the narrative. As we navigate the dynamic landscape of AI, we aim not only to engage but to inspire, demonstrating that technology, when harnessed creatively, can truly elevate the human experience.”

    In yet another campaign, the group took to social media showcasing a collection of AI-powered images that depicted various expressions of joy and contentment across age groups. This campaign is a deep dive into the multifaceted concept of happiness, in line with group’s brand promise – Hello Happiness. This campaign exhibited the emotional range of AI-generated content and its ability to evoke positive feelings.

    These campaigns resonating well with audiences. Cumulatively these campaigns have secured about 15 Lakh impression across social media platforms. These initiatives have generated positive engagement and helped build brand presence, solidifying RPG Group’s position as a pioneer in Gen AI communication.

    Shalini Singh said, “Our Gen AI-driven communication campaigns have not only achieved their objectives but have also propelled us to the forefront of this transformative technology. We have demonstrated the power of Gen AI to create engaging, innovative, and impactful communication that resonates with audiences and drives brand presence and purpose. As Gen AI continues to evolve, we remain committed to exploring its potential and leveraging it to shape the future of communication” 

  • AIR INDIA unveils fashion forward crew uniforms to mark the arrival of a new era in inflight couture

    AIR INDIA unveils fashion forward crew uniforms to mark the arrival of a new era in inflight couture

    Mumbai: Air India India’s global airline unveiled its anticipated brand-new collection of uniforms for cabin and cockpit crew marking the arrival of a new age of inflight couture.

    Crafted by Indian couturier Manish Malhotra, in his Mumbai atelier, the new uniforms feature an array of colours and timeless designs. The collection mirrors a rare, harmonious blend of rich Indian heritage and aesthetics with 21 century style, elegance, and comfort.

    The new uniforms will be introduced in a phased manner over the next few months, starting with the entry of service of Air India’s first Airbus A350.

    Air India chief executive officer & managing director Campbell Wilson said: “Air India’s crew uniforms are amongst the world’s most storied in aviation history, and we firmly believe that Manish Malhotra’s innovative ensemble will script an exciting new chapter for Air India’s future narrative. It perfectly captures the essence of our new identity, service principles, and our pursuit of setting new benchmarks in global aviation.”

    Malhotra’s take on modern Indian style complements Air India’s recently unveiled new global brand identity as the flag-bearer of a more confident, progressive, and resurgent new India.

    The female cabin crew attire features a ready-to-wear ombré saree with intricate patterns reminiscent of Indian heritage architecture (jharokha) and the Vista (new Air India logo icon), paired with a comfortable blouse and blazer.The read to wear sarees can be optionally worn with comfortable pants, which provides greater flexibility to female cabin crew to choose the style they most identify with and brings a unique east-meets-west look.

    The ombré sarees for the senior female cabin crew will be aubergine-to-burgundy, combined with aubergine blazers, exuding a balance of authority and sophistication. Conversely, junior female cabin crew will wear vibrant red-to-purple ombré sarees combined with red blazers, embodying youthfulness and energy.

    Commented on innovative design Manish Malhotra said: “I am honored to have been given the opportunity to design the uniforms for Air India. It is a privilege to be able to contribute to the national flag-bearer and showcase the elegance and charm of Indian fashion. My aim was to create uniforms that capture the essence of India’s diverse culture and traditions while also embodying a modern and sophisticated look. By incorporating quintessential hues that are symbolic to India, I hope that these uniforms not only make the crew feel proud but also leave a lasting impression on the guests, representing the warmth and hospitality that India is known for.

    The hallmark technique of ombrés is a signature attributed to Malhotra, reflecting his deep-rooted fondness for traditional attire and gradients. The color palette of the new uniforms comprises deep red, burgundy, aubergine, and accents of gold, paying homage to India’s rich cultural heritage.

    The well-fitting uniforms for both male and female cabin crew are practical and suited for them to perform in-flight duties with ease of movement. The new uniform designs were developed in close consultation with Air India’s cabin crew representatives and the airline’s in-flight services team, who also conducted an extensive testing exercise for the new designs.

    The cockpit crew’s uniform features a classic black double-breasted suit with a print inspired by the Vista, signifying professionalism, timelessness, and the gravitas of the flying profession.

    Malhotra has also curated footwear that blends style and comfort, allowing each step to resonate with the grace and poise inherent in Air India’s sartorial overhaul. The female cabin crew will wear dual-tone (black and burgundy) block heels, and the male cabin crew will wear comfortable black Brogues. The uniforms include pearl earrings and sling bags for female cabin crew.

    Campbell Wilson said. “Air India has been in the world’s spotlight for some time. We are confident that our new crew uniforms will rise to the heightened expectations, distinctly making a statement that defines the very best of Indian heritage and hospitality.Travellers across continents will be able to instantly recognise these uniforms as the new Air India,” Malhotra has meticulously crafted uniforms not only for Air India’s cabin crew and pilots, but also ground staff, engineers, and security personnel, which will be revealed in due course.

    Sustainability and quality have been the cornerstones of the design and production process of these new uniforms. All fabrics and garments are proudly sourced and tailored in India. 

  • A Legacy of 65 Years, Hindustan Pencils continues its innovation journey

    A Legacy of 65 Years, Hindustan Pencils continues its innovation journey

    Mumbai:  Hindustan Pencils along with their brands Apsara and Nataraj, in the cutthroat stationery industry. With a remarkable 65 year legacy, the brand revels in its relentless groundbreaking innovation. Since its inception in 1958, the company has demonstrated an enduring commitment to providing quality stationery products dominating six and a half decades by enriching lives through unapologetic creativity and unassailable education.

    Nataraj and Apsara brands in the stationery industry secured their status through a combination of strategic factors. Foremost is their unwavering commitment to innovation, consistently introducing groundbreaking products that set industry benchmarks. The Apsara Absolute Pencil, with its unmatched strength, and the Apsara Matt Magic Pencil, with its sleek design and vibrant shavings, exemplify this commitment.

    Moreover, both brands display a keen understanding of evolving consumer needs. Apsara eco-friendly initiatives, such as the Apsara Soyfun Crayons made from soybean oil, appeal to environmentally conscious consumers. The Apsara Disney Pencil Range establishes an emotional connection with young learners and Disney enthusiasts, broadening the brand appeal. Nataraj, with products like the Nataraj Fluro Pencils and the Nataraj Gelix Gel Pen, caters to a wide audience, including students and professionals, emphasising quality and performance. The Nataraj Left Hand Sharpener reflects inclusivity, addressing the specific needs of left-handed individuals.

    In essence Nataraj and Apsara brands can be attributed to their blend of innovation, consumer understanding, eco-conscious initiatives, inclusivity, and strategic partnerships with educational institutions, all of which collectively contribute to their unrivalled position in the stationery industry.

    Hindustan Pencils president Pradip Ughade said, “Over the past 65 years, Hindustan Pencils has been an integral part of consumers’ lives. We keep our consumers at the heart of everything we do. Our success and longevity can be attributed to our relentless focus on innovation, superior quality, and an unwavering commitment to customer satisfaction. We are immensely proud of our achievements and look forward to many more years of providing the best stationery solutions to our consumers.”

    HPPL has seamlessly been able to blend innovation and design with continuous research and development through Natraj and Apsara’s product offerings further enhancing their position in industry.

    For more information about Hindustan Pencils and its range of stationery products, visit www.hindustanpencils.com.

  • Akshay Kumar now owner of Srinagar (Jammu & Kashmir) team of the Indian Street Premier League

    Akshay Kumar now owner of Srinagar (Jammu & Kashmir) team of the Indian Street Premier League

    Mumbai: The Indian Street Premier League (ISPL) is thrilled to announce Bollywood megastar Akshay Kumar as the team owner of Srinagar (Jammu and Kashmir). This collaboration brings excitement and star power to the ISPL, a first-of-its-kind tennis ball T10 cricket tournament set to take place inside a stadium from 2 to 9 March, 2024.

    Akshay Kumar’s entry marks the commencement of an exciting line-up of super star team owners set to be revealed for the remaining five teams. Their involvement promises to infuse unparalleled enthusiasm and passion into this distinctive cricketing spectacle, elevating the league to new heights.

    Expressing his excitement about joining the Indian Street Premier League, Akshay Kumar said, “I am thrilled to be part of the ISPL and the Srinagar team. This tournament promises to be a game-changer in the world of cricket, and I am looking forward to being at the forefront of this unique sporting endeavour.”

    ISPL core committee members Ashish Shelar and Amol Kale, along with league commissioner Suraj Samat also shared their thoughts on this significant partnership:

    ISPL core committee member Ashish Shelar said, “Having Akshay Kumar on board is a testament to the league’s commitment to excellence. His association will undoubtedly bring more glamour and enthusiasm to the Srinagar team.”

    SPL Core Committee Member Amol Kale said, “The ISPL aims to revolutionise tennis ball cricket, and with Akshay Kumar as the team owner of Srinagar (Jammu and Kashmir), we are confident in creating a memorable experience for players and fans alike.”

    ISPL League Commissioner Suraj Samat said, “Akshay Kumar’s involvement is a testament to the league’s vision. We are excited to have him as part of the ISPL family, and I believe this association will help us further fulfil the dreams of millions and get them from street2stadium. This will provide the much needed platform for them to showcase their skills and a chance to enter the mainstream.”

    The ISPL aims to serve as a vital platform for unearthing hidden talents in tennis ball cricket, providing a unique space for emerging cricketers to shine. With the potential to capture the nation’s attention, the league promises to showcase remarkable talent and create a lasting impact on Indian cricket.

    Players are invited to register for the tournament at www.ispl-t10.com

  • Suniel Shetty joins Hype Luxury as a brand ambassador

    Suniel Shetty joins Hype Luxury as a brand ambassador

    Mumbai: Hype Luxury announces the signing of actor and entrepreneur Suniel Shetty as its brand ambassador. Headquartered in Bengaluru, Hype Luxury, founded by visionary entrepreneurs Raghav Belavadi and Vijaya Belavadi in 2017, has rapidly expanded to 23 cities in Bharat and operational presence in seven other countries. Offering unparalleled experiences in luxury cars, yachts, and private jet rentals, this collaboration with Suniel Shetty marks a strategic move to propel Hype Luxury to new global heights.

    Boasting a fleet of over 30,000 luxury cars, 20,000 private jets, and 1800 luxury yachts, Hype Luxury stands as the largest luxury platform, seamlessly integrating various mobility services. Suniel Shetty’s association with the brand signifies a significant milestone, aligning with Hype’s mission to establish Bharat’s first global luxury mobility platform.

    Suniel Shetty expresses his excitement, stating, “I’m delighted to be the face of Hype Luxury as this association allows one to experience luxury without owning it. Hype Luxury offers vehicle leasing and exclusive services on land, air and water in a more flexible consumption pattern, to help customers realise their aspirations and dreams of living a luxurious life. Raaghav and Vijaya have ensured that the brand resonates with HNI & UHNI achievers who are always on the lookout for new concepts of modern luxury without the hassles of purchasing it. By expanding its worldwide range of mobility services, it is responding to changing customer preferences and the trend towards digital, flexible and individual choice.”

    The founders, Raaghav and Vijaya, transformed a nightmare experience into the inception of Hype Luxury when arranging a luxury car for their parents’ anniversary proved challenging. Bootstrapping the company, they ensured profitability even during the COVID-19 pandemic, reflecting their exceptional business acumen.

    Raaghav Belavadi commented on their association, stating, ” Suniel Shetty epitomizes the essence of luxury and charisma, making him the perfect face for Hype. His association signifies a synergy of elegance and grandeur, elevating Hype to new heights in the world of global luxury mobility experiences”. “Targeting High Net Worth Individuals (HNIs) and Ultra High Net Worth Individuals (UHNIs), the luxury segment has witnessed exceptional growth at a staggering 16 per cent  Compound Annual Growth Rate (CAGR) globally, gaining prominence in the post-COVID era. It’s time to bring premium services to the front line in Bharat”.

    Hype Luxury operates in 23 cities across Bharat, including Ahmedabad, Bangalore, Chandigarh, Chennai, Cochin, Coimbatore, Delhi NCR, Goa, Hyderabad, Indore, Jaipur, Jodhpur, Kolkata, Mangalore, Mumbai, Madurai, Pondicherry and others. Internationally, it has a presence in Dubai, UK, Alaska, Bahamas, Costa Rica, Maldives, New Zealand and the French Riviera

  • Good Glamm Group joins ONDC Network for Digital Commerce expansion in India

    Good Glamm Group joins ONDC Network for Digital Commerce expansion in India

    Mumbai:  The Good Glamm Group, South Asia’s content-creator-commerce-community conglomerate, is pleased to announce its onboarding onto the Open Network for Digital Commerce (ONDC) as a direct seller.  This strategic move marks a significant expansion of the Good Glamm Group’s presence in India’s dynamic digital commerce landscape.

    The ONDC initiative, backed by the Government of India, is set to revolutionise the digital commerce ecosystem in the country. It aims to create a unified digital network that will empower businesses, especially small and medium enterprises (SMEs), to seamlessly connect with consumers and access a vast ecosystem.

    The Good Glamm Group’s decision to join the ONDC Network is aligned with its commitment to innovation and its mission to provide consumers with exceptional beauty and personal care products.

    The Group’s participation in the ONDC Network also serves as a prime example of how Direct-to-Consumer (D2C) brands in India can harness the potential of this Network to their advantage. By becoming a part of this ecosystem, D2C brands can tap into a unified digital network that connects them with a broader consumer base and provides access to cutting-edge digital and technological resources.

    The Group aims to create multiple consumer touchpoints through disruptive innovations and further expand The Good Glamm Group’s brand division which includes The Good Brand Co’s portfolio brands — MyGlamm, St.Botanica, Organic Harvest, Sirona Hygiene, and The Moms Co. Moreover, with more exciting brands currently in the pipeline for integration with ONDC, the group is poised to extend its reach and offerings within the Network, promising even greater diversity and value to consumers.

    ONDC MD and CEO T Koshy said, “As ONDC Network aims to create a transparent e-commerce ecosystem creating equal opportunities for all, we are happy to see the Good Glamm Group get on board. The Good Glamm Group can now reach a wider customer base nationwide while offering expanded choices for buyers on the Network.”

    Good Brands Co., Good Glamm Group CEO Sukhleen Aneja said, “We are excited to be a part of the ONDC Network, which represents a significant step forward in the digital commerce landscape of India. This collaboration aligns with The Good Glamm Group’s vision to provide consumers with top-quality beauty and personal care products and offers an excellent opportunity to reach a wider audience. We look forward to leveraging the ONDC Network’s capabilities to enhance our digital reach and provide an exceptional shopping experience to our customers.”

    This move reflects the Good Glamm Group’s dedication to staying at the forefront of the industry and its commitment to delivering value to consumers.

    As the Good Glamm Group embarks on this exciting journey with the ONDC Network, it reaffirms its commitment to excellence and looks forward to contributing to the growth and development of India’s digital commerce ecosystem.

  • Matrix leads celebrity management industry consolidation by merger with Bling management

    Matrix leads celebrity management industry consolidation by merger with Bling management

    Mumbai: In a welcome move towards consolidation in India’s growing celebrity management industry, Bling management led by partners Swati Iyer, Piya Sawhney and Shanti Sivaram, has merged with India’s premier celebrity platform, Matrix.

    Matrix, founded by Reshma Shetty & Vivek Kamath, represents some of the biggest actors in Indian cinema including Abhishek Bachchan, Alia Bhatt, Dulquer Salmaan, Farhan Akhtar, Katrina Kaif, Madhuri Dixit Nene, Priyanka Chopra Jonas, Ram Charan, Shahid Kapoor, Varun Dhawan and Vicky Kaushal among numerous other leading names. The company also represents top directors like Rohit Shetty and Zoya Akhtar. And in a new foray into sports, the company has signed up KL Rahul.

    Post the merger of Bling management with Matrix, the roster of talent formerly represented by Bling including Vidya Balan, Radhika Madan, Twinkle Khanna, Dimple Kapadia as well as directors such as Konkona Sen Sharma, Sandeep Modi, Tahira Kashyap and Vasan Bala, among others, will now be represented by Matrix.  

    In addition to managing movie, TV, streaming, endorsements, events, social and digital portfolios for top-rung talent, Matrix also has a track record for its partnerships with some of India’s most successful celebrity private labels including Ed-a-Mamma (founded by Alia Bhatt and now a joint venture with Reliance Brands), Kay Beauty (founded by Katrina Kaif as a joint venture with Nykaa) and Anomaly (Priyanka Chopra Jonas’s hair-care brand).

    Matrix has built an agency with many firsts to its credit, one of which is that the partners in the firm are all women.  This includes four homegrown partners Dorita D’Souza (Partner, Legal & Compliance), Hiral Thakkar (Partner, Live Events, TV and casting), Kim Saldanha (Partner, Pvt Labels & Private Equity) and Shally Badlani (Partner, Creator Platforms). And three incoming partners with the merger: Piya Sawhney, Shanti Sivaram and Swati Iyer.

    Swati Iyer will be the CEO of the merged entity.

     

  • Tata Power urges all to Embrace Mother Earth, Love Our Planet and Switch to Green and Clean Energy

    Tata Power urges all to Embrace Mother Earth, Love Our Planet and Switch to Green and Clean Energy

    Mumbai: Tata Power, one of the integrated power companies has launched a new brand film – ‘DuniyaApneHawale’ promoting the message of “Embrace mother earth love our planet. Switch to green and clean energy.”

    As Tata Power stays steadfast in its commitment to ‘Sustainable is Attainable’, this is another step towards inspiring citizens to make sustainable lifestyles a reality and underscore the importance of individual action and responsibility towards a cleaner, greener future.

    As a responsible corporate, Tata Power is encouraging the adoption of green energy products and services for its large consumer base including corporate. It is also working on popularising how a sustainable lifestyle is ‘attainable’ for millions of Indians through wide-scale adoption of affordable green solutions like rooftop solar, EV charging, solar microgrids, group captive solutions, pumped hydro power, smart home automation solutions to promote energy efficiency.

    Along with Hindi, English, Gujarati, Marathi, Tamil and Kannada news and business channels, the campaign is live on digital and social media platforms engaging the public with its message.

    The film depicts the journey of a globe, demonstrating the abuse and damage that our planet goes through day in and day out thanks to a range of human activities such as deforestation, construction, industrialisation, and urbanisation. By the end of its journey, the globe is soiled and battered, until two children representing the future generation – rescue it, clean it, and hug it demonstrating the love and care that we need to have for our planet. The video concludes with a strong message: ‘Embrace mother earth, love our planet. Switch to green and clean energy’ with the words “hold me tight” being sung in the background.

    Tata Power chief – brand & communications Jyoti Bansal said, “As we see global leaders congregate and debate at COP28, it is clear that no action is not an option. Tata Power took the lead in creating the right conversations with sustainable is attainable. We take this to the next level as we urge the people to embrace their responsibility and accelerate individual action towards sustainable lifestyles and clean energy solutions. The film seeks to inspire a profound appreciation for our planet. The young children cleaning the globe in the film serve as a powerful symbol of how small acts can become catalysts for a big change. We strive to make this a movement to encourage each one of us to become custodians of planet earth – the only home we will ever have.”

    Rediffusion national creative director Pramod Sharma said, “This film is straight from the heart. The punishment that we are according the planet every day is going to become irreversible if we do not stop the battering immediately. Sadly, much of what we do is out of ignorance and a lot is due to indifference. Both attitudes are killing Mother Earth. In this piece of communication the problems are clearly highlighted and Tata Power sends out an unequivocal message of urgent action at an individual level as well as at a societal level.”

    Rediffusion Executive Director Carol Goyal who oversees the films portfolio added, “We’ve kept the messaging real. It is hard hitting. And the punishment to the globe is shown in situations we see everyday but don’t do anything about. The film is held together by a very strong and evocative musical score and lyrics that we hope will become memorable and enduring.”

    Tata Power is committed towards becoming the trusted green energy brand. The company plans to achieve 70 per cent capacity generation from clean and green energy sources by 2023 and achieve carbon net neutrality by 2045.