ITV

Category: Media and Advertising

  • Rakuten India hires Jay Swamidass & Subhash Chandra to lead SixthSense

    Rakuten India hires Jay Swamidass & Subhash Chandra to lead SixthSense

    Mumbai: Rakuten India has announced the appointment of two senior executives: Jay Swamidass as VP and global head of sales and Subhash Chandra as head of global partnerships & alliances. These leadership appointments represent a significant step in Rakuten India’s ongoing efforts to expand its global footprint and enhance its enterprise software offerings.

    In recent years, Rakuten SixthSense has witnessed impressive growth, broadening its reach and becoming a key player in the global technology space. This success has been fueled by the platform’s dedication to innovation, its capacity to tackle complex enterprise challenges, and its focus on cultivating strong strategic partnerships. With the appointment of Jay Swamidass and Subhash Chandra to the leadership team, Rakuten SixthSense is poised to accelerate its growth and drive further advancements in the industry.

    Jay Swamidass brings over two decades of experience in enterprise software sales, having held key positions and leadership roles at Hewlett Packard, Commvault Systems, Veeam Software, and most recently, Apica. At Rakuten India, Jay will lead the sales strategy for Rakuten SixthSense, focusing on delivering innovative solutions to enterprise customers. His expertise in analytics, cloud, AI, and enterprise infrastructure will support the company’s goal of further expanding its footprint in this critical market.

    “I am thrilled to join Rakuten India at such an exciting time,” said Rakuten SixthSense VP and global head of sales Jay Swamidass. “The company’s focus on cutting-edge observability solutions and its commitment to solving complex enterprise challenges align perfectly with my passion for leveraging technology to drive operational excellence and business resilience. I’m excited to work alongside this talented team to strengthen our market presence and deliver real value to our clients through unparalleled visibility and performance insights.”

    Subhash Chandra, appointed as Rakuten SixthSense’s head of global partnerships & alliances brings 23 years of experience in building strategic partnerships across the technology sector, with prior leadership roles at AWS, Google Cloud, SAP, and IBM. Subhash will focus on expanding Rakuten India’s global partner network to enhance its technological capabilities and market reach, which will further fuel the company’s rapid growth.

    “Rakuten India’s vision of innovation through collaboration is truly inspiring,” said Chandra. “I am eager to lead the global partnerships efforts and work closely with our partners to create synergies that empower our clients and elevate Rakuten India’s solutions on a global scale.”

    Commenting on the appointments, Rakuten India CEO Sunil Gopinath said, “We are delighted to welcome Jay and Subhash to the Rakuten India leadership team. Their expertise and leadership will be pivotal as we continue to innovate and expand our global presence in enterprise software and observability. With their strategic insights and operational excellence, I am confident we will achieve new milestones and continue our significant growth trajectory for our Rakuten SixthSense business.”

  • OnePlus unveils heartwarming Diwali campaign to celebrate compassion

    OnePlus unveils heartwarming Diwali campaign to celebrate compassion

    Mumbai: OnePlus today launched its new Diwali campaign, “Make It Special for Everyone,” designed to inspire compassion and inclusivity this festive season. The campaign focuses on small acts of kindness, bringing attention to people and community animals, encouraging celebrations that extend beyond family and loved ones to include pets and homeless animals.  

    The #MakeItSpecial campaign features two films, created in-house by the OnePlus marketing team and directed by Kameron, that highlight how simple gestures can make a difference. In the main film, a family includes both their pet and homeless animals in their Diwali celebrations, emphasising the beauty of unconditional love. The second film, set to release soon, adds humour by showing a couple who accidentally gift each other the OnePlus Nord 4, with their cat playfully adding to the fun.  

    OnePlus India, director of marketing, Ishita Grover stated, “Our #MakeItSpecial campaign is a heartfelt celebration of joy and inclusivity this Diwali. This year, we are focusing on the profound impact of small acts of kindness and the beauty of extending our celebrations to everyone around us, including those often overlooked such as pets and animals in need of shelter. By sharing the spirit of giving and togetherness, we aim to strengthen our community spirit and hope this brings a sense of warmth and belonging to everyone who watches it.

    We hope this campaign inspires people to embrace the true essence of Diwali, creating cherished memories and making the season truly special for all—family, friends, and even our furry companions.”

    A senior spokesperson from Kameron added, “We are incredibly grateful for the opportunity to collaborate with the talented OnePlus India team on this Diwali campaign. It was inspiring to see our two directors, Sami Joensuu and Prince Shah, work in perfect harmony to capture the universal themes of community and the celebration of life’s blessings. One of the standout moments for us was the inclusion of the homeless dogs in the narrative, which reflects our deep commitment to ensuring that even the lost and lonely are seen, valued, and cared for. This partnership not only solidifies our bond but also highlights the powerful impact of unity and compassion in multicultural societies.”

    OnePlus is also partnering with the Heads Up For Tails Foundation to provide essential supplies for nearly 20,000 shelter animals, reinforcing the campaign’s message of inclusivity and kindness.  

  • Just Herbs unveils its brand campaign

    Just Herbs unveils its brand campaign

    Mumbai: Ayurveda inspired beauty and personal care brand, Just Herbs has announced the launch of its latest brand campaign featuring Zeenat Aman and Rakul Preet Singh. The campaign brings the brand’s vision of promoting timeless, holistic beauty with Ayurveda at its core. Just Herbs stands for  traditional principles and modern practices and manifests through its product offerings which are rooted in Ayurveda but presented in interesting modern-day formats that are result-driven.

    The glamorous brand film shows a fun and wholesome exchange between Zeenat Aman and Rakul Preet Singh on what beauty means to them. Both the brand ambassadors exude grace, confidence and modern sophistication. Along with showcasing the versatility of their range, the film beautifully captures the essence of inclusivity, holisticism and empowerment—where every woman celebrates her unique beauty while uplifting the other. This milestone campaign is a true reflection of Just Herbs’ ethos, where tradition meets trend and natural beauty reigns supreme.

    The Just Herbs portfolio caters to 360 degree beauty & wellness be it skin, hair, body or make-up and is known for products that are natural and high-quality with transparency at the forefront. Speaking about the campaign, Just Herbs business head Garima Dikshit said “We are thrilled and excited as we turn on to a new chapter in our journey of innovation and excellence. Our campaign with Zeenat Aman and Rakul Preet Singh is symbolic of  the seamless blend of traditional elegance and modern sophistication.  We aren’t simply celebrating our journey but envisioning the future—where beauty is defined by quality, sustainability and inclusivity. It has always been our mission to make natural beauty accessible and available to all. As we step into the next decade, we hope to continue leading the way in holistic beauty rooted in Indian traditions.’’

    Speaking on her association with Just Herbs, Zeenat Aman said, “Joining Just Herbs in this celebration of Timeless Beauty is a natural fit. The brand’s dedication to natural beauty and holistic wellness through Ayurveda mirrors my own values. It’s wonderful to be part of a campaign that not only celebrates beauty but also honors tradition with a modern twist.”

    Singh further added, “Being the face of this campaign alongside Zeenatji, is an opportunity to advocate for beauty that is not only about looking good but feeling good, knowing that the products are rooted in natural, time-tested ingredients. I am super thrilled and look forward to a long-standing association with Just Herbs  ”

    The campaign will be rolled out across digital media and will break the clutter through some interesting formats like AR/VR filters, CGI videos and other media. The brand is also partnering with influencers across the country to create heightened awareness about its products.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Just Herbs (@justherbsindia)

     

  • Asian Paints brings back the classic ad ‘Har Ghar Kuch Kehta Hai,’

    Asian Paints brings back the classic ad ‘Har Ghar Kuch Kehta Hai,’

    Mumbai: Asian Paints, a paint and home décor brand, proves that some stories only get better with time by reintroducing the beloved ‘Har Ghar Kuch Kehta Hai’ campaign. The new news is that the old news still holds. What we say today reflects how we live now, but we remain true to the principles we’ve held for years. The ad, originally released in 2002, was written by Piyush Pandey. His impactful voiceover and lyrical contribution lent the ad film an unparalleled charm, making it an iconic piece of advertising history. Now making a nostalgic comeback, it reminds viewers that while trends change, the essence of a home remains timeless.

    This campaign encapsulates the idea that a home is more than just walls and a roof; it’s a reflection of the people within— their emotions, memories, aspirations, and personal journeys. The ad film beautifully conveys the deep bond between a home and its owner, showing how their personality is reflected in the design and atmosphere of the home.

    The ad opens with a couple playfully choosing colours for their walls, showing how design shapes their home. The empathetic lyrics along with a heartfelt voiceover enriches the storytelling, poetically illustrating how people turn houses into warm, loving homes. The ad flows with families rearranging furniture, adding their personal touch, while children’s laughter fills the space, portraying the home as a place of happiness. Each scene reflects how every home tells the unique story of its residents, shaped by their choices and care.

    Speaking on the revival of the iconic ad film, Asian Paints MD & CEO Amit Syngle expressed, “Asian Paints pioneered the approach of capturing the emotional essence of homes decades ago with the ‘Har Ghar Kuch Kehta Hai’ campaign that became a defining moment in our journey. The tagline “Har ghar kuch kehta hai” is not just a line—it’s a feeling. Piyush’s creative brilliance and soulful voice made the ad film pivotal in setting new benchmarks in the category while also redefining the advertising landscape. We have always championed the profound, personal bond consumers share with their homes. As Asian Paints continues to grow as an integrated home décor provider, our core mission is to be part of high voltage emotion of homemaking and bringing joy and happiness to people’s lives.”

    Ogilvy India chief advisor Piyush Pandey said, “Some things are timeless, ageless and beyond the difference of generations. That is what this piece of communication is. It is the bravery of the client and the magic of the pen that God gifted me that day. Today if it’s going to run after 22 years, it just tells Asian Paints & Ogilvy – believe in yourself and back your winners.”

    The revival of the classic ad is a nod to Asian Paints’ journey and a promise of more innovations to come. Now, homes have changed. Family structures have changed. Homes are smarter and newer, and the products and designs are different, but the feeling remains the same. By blending nostalgia with the brand’s cutting-edge solutions, the campaign invites both long-time loyalists and new generations to celebrate the joy of crafting homes that truly speak. 

  • Tech veteran Maureen Chong takes charge of Zendesk India

    Tech veteran Maureen Chong takes charge of Zendesk India

    Mumbai: Zendesk has announced that it has expanded regional vice president Maureen Chong’s remit to include leadership of its business in South Asia, and primarily key market India. Chong currently leads the company’s go-to-market teams across markets in Asia including South East and North Asia. The new appointment takes effect immediately.

    A veteran of the technology industry with over 20 years of experience, Maureen has been with Zendesk for three years since September 2021. Her industry experience includes sales leadership roles at Akamai, SAP and Oracle. Maureen has extensive experience working across markets in Asia, building and leading high-performing teams consistently growing market reach, achieving operational goals and maximising revenue.

    Speaking on her new role, Chong said, “India is a vital market to our growth regionally – and globally. We have been growing with some of India’s major local brands across sectors to build on the local legacy of customer service through digital acceleration. I’m looking forward to working with Indian companies to support their growth plans, building on differentiating through exceptional customer experiences.”

    Zendesk has been in India since 2016 and works with businesses across industries including finance, e-commerce, healthcare, retail and edutech. With the most complete AI solution on the CX market, the company sees massive potential for its solutions in India, a market that has typically shown openness to leading edge technology solutions. 89 per cent of industry leaders Zendesk spoke to in India believe CX will undergo a period of unprecedented change over the next three years, transforming the industry. Industry leaders in India lead the region in their optimism for the widespread use of AI, with 83 per cent believing all channels will be powered by AI in just three years signaling the market potential.

    “Indian business leaders prove to be among the most progressive in their openness to new technologies and in their willingness to digitally transform their operations to harness new opportunities. I look forward to working with them to unlock those new opportunities. As one of the fastest growing markets in the world, Indian companies can make their mark globally by leading the way in how they engage customers and employees in partnership with Zendesk,” continued Chong.

    Chong takes over from Vasudeva Rao Munnaluri who left Zendesk to pursue new opportunities.

  • Parnika India launches menstrual hygiene awareness drive

    Parnika India launches menstrual hygiene awareness drive

    Mumbai: Parnika India, a prominent manufacturer and exporter of women’s ethnic wear, has launched a menstrual hygiene awareness drive to support women’s health and empowerment. This initiative addresses the challenges of menstrual hygiene in rural and underprivileged communities, where access to affordable and hygienic sanitary products is a critical issue.

    As part of this campaign, Parnika India is offering customers who make purchases of ₹20,000 or more a unique opportunity to directly contribute to this cause. With every such purchase, customers receive 15 sustainable sanitary pads, which they are encouraged to distribute to women and girls from underserved areas. This initiative not only provides much-needed sanitary products but also empowers Parnika’s customers to become advocates for menstrual hygiene and break down the taboos associated with menstruation.

    Reflecting on the motivation behind the campaign, Parnika India director Vishal Pacheriwal stated, “At Parnika India, we have always believed that businesses have a responsibility to create meaningful, lasting change in society. The issue of menstrual hygiene, particularly in rural and underprivileged areas, is one that affects not just the health but also the dignity and opportunities available to women. With this awareness drive, we are stepping up to address this critical challenge by providing sustainable sanitary products and raising awareness about menstrual hygiene.”

    The initiative has already made a considerable impact, with nearly 500,000 sanitary napkins distributed so far. By engaging both their customers and communities, Parnika India hopes to spark a larger movement toward improving menstrual health and reducing the stigma surrounding it.

    Though the drive is currently an in-house effort with no external partnerships, Parnika India is committed to continuing this initiative and expanding it in the future, reflecting the brand’s broader mission of empowering women and giving back to the community.

    Parnika India’s dedication to empowering women goes beyond the scope of its sanitary pad initiative. The company has been actively supporting women by creating entrepreneurial opportunities and providing guidance to those aspiring to start their own small businesses. Parnika India understands the challenges that women, particularly those working from home or in rural areas, face. Through its programs, the company offers mentorship on starting and running businesses, helping women navigate their local markets, and guiding them in becoming financially independent.

  • Rajdeepak Das & Sompat Trisadikun join One Club International board

    Rajdeepak Das & Sompat Trisadikun join One Club International board

    Mumbai: The One Club for Creativity has appointed Publicis Groupe South Asia CCO and Leo Burnett South Asia chairman, Rajdeepak Das, to a three-year term on its International board of directors. Grey Thailand CCO, Sompat Trisadikun, also joins the board this month.

    Board members are responsible for providing input and feedback on the club’s ongoing global programming, supporting The One Show and ADC Annual Awards in their region, elevating the annual global creative rankings, connecting the club with advertising and design universities and schools, and recommending outstanding candidates to serve as awards judges.

    “The One Club’s International Board of Directors is a platform with immense responsibility where great minds come together to chart the future narrative for the industry,” said Das. “As part of the board, I am looking forward to the opportunity to nurture the next generation of talent to make creativity more impactful.”

    Das firmly believes that the true potential of creativity and technology is finding human-centric solutions for the biggest brands. He has cultivated a distinctive reputation over the years for driving impactful innovations for some of the country’s iconic brands.

    Das’ unprecedented work on brands like P&G Whisper (Missing Chapter) has facilitated change in the age-old Indian education system and enabled the world’s largest school program for girls. His work on PepsiCo Lays (Smart Farms) has revolutionized farming with the help of AI to increase food security for the country.

    Das believes creativity is the currency for developing nations and his work has demonstrated that. He and his team are currently working with some of the country’s largest brands to deliver high-impact solutions for gender ergonomics for farming, water sustainability, girl child education, healthcare, female hygiene and more.

    His humankind approach to creativity has led Leo Burnett India to win multiple Grand Prix’s and awards at prestigious shows including The One Show, Cannes Lions, D&AD and Spikes Asia.

  • super.money introduces AI influencer SUMO in a quirky campaign

    super.money introduces AI influencer SUMO in a quirky campaign

    Mumbai: A Flipkart backed fintech app – super.money,  has introduced its brand influencer, ‘SUMO,’ as part of its latest campaign. SUMO is an AI influencer who is a human in a goat’s avatar. He embodies the everyday Indian who is tired of pointless marketing gimmicks. With his dry sense of humour and relatable persona, SUMO highlights the exaggerated promises that various UPI apps make. The campaign also features a digital video film that takes us through SUMO’s life and his annoyance with pointless rewards.

    In a 75-second film, a man dressed as a goat is going about his day and engaging in everyday activities such as getting a haircut, enjoying chai, and buying vegetables. Throughout these scenes, the goat repeatedly expresses a disinterested ‘Meh!’ creating an air of curiosity. As the film progresses, viewers are drawn into the goat’s world, wondering about the source of his indifference. Creating an air of curiosity, the climax reveals that the goat’s persistent ‘meh’ is a reaction to the uninspiring rewards currently offered by UPI apps. The film concludes with the introduction of super.money, the app that guarantees real cashback on every merchant transaction, transforming everyday purchases into rewarding experiences.

    The campaign is built on the insight that everyone, regardless of their age or financial status, dislikes receiving subpar rewards, prefers actual money over impractical scratchcards. By illustrating this through the humorous yet quirky ad film, super.money aims to connect with viewers and convey the widespread dissatisfaction with difficult-to-redeem rewards on digital platforms.

    “SUMO is the voice of everyone who feels stuck in the daily grind and doesn’t have the luxury of generational wealth to fall back on,” explained super.money founder & CEO Prakash Sikaria. “His dry wit is a reflection of how we, at super.money, believe in a no nonsense approach to everything. We’ve tried to push the envelope leveraging AI, influencers and social media in a way that hasn’t been tried before. As regular media channels become crowded, we believe that great content and social media innovation is the new way to build brands.”

    Through his everyday frustrations—whether it is working a corporate job or navigating life as a goat-human hybrid— SUMO sheds light on the absurdity of meaningless things in life. His humorous take on life as a corporate employee resonates with young, tech-savvy users who demand more from their financial apps.

    super.money consulting creative director Shikha Gupta added, “super.money believes in going against the tide in every way. That means no useless rewards in the app and no celebs in the film. Instead, we created a character of our own that reflects the realities of modern life. SUMO is relatable, witty, and offers a much-needed break from the glossy, unattainable personas we often see in ads. He’s tired of putting up with empty promises, just like our users, and that’s why he’s the perfect symbol for super.money’s promise of real rewards.”

    Footloose Films Director Indrasish Mukherjee said, “The idea behind the film was to capture the frustration we all feel when faced with disappointing rewards. The goat’s ‘Meh’ reactions every time he pays, whether he’s getting a haircut or buying vegetables, humorously exaggerating how unsatisfying these rewards are. We wanted something quirky that people could relate to, but also something that would stand out and stick.”

    SUMO can be followed on his humorous journey of navigating life, work, and financial frustrations on Instagram at @real.sumo.

  • Dell Technologies revives nostalgia and joy through AI

    Dell Technologies revives nostalgia and joy through AI

    Mumbai: Dell Technologies has launched its latest festive campaign titled “Sweets,” positioning the PC as an indispensable tool for users. This reinforces Dell’s commitment to driving meaningful innovation and empowering customers through products equipped with cutting-edge technologies. By highlighting the integration of AI, the campaign aims to bring joy this festive season and demonstrate how technology can create opportunities in today’s fast-paced digital world.

    The campaign film, tells the story of a young man visiting a sweet shop, craving a traditional Indian dessert, kheer. Upon arriving, he learns that the recipe for this beloved treat has been forgotten. Despite suggestions among other patrons, no one can recall the exact ingredients. Determined to rediscover the lost recipe, the young man turns to Dell’s AI-powered Inspiron 14 Plus. Using AI-driven insights, he recreates the recipe, piecing it together bit by bit, with a little help from his grandmother. In a heartfelt conclusion, he shares the rediscovered delicacy with his newfound companions, making the festival more memorable.

    Announcing the campaign, Dell Technologies, India, director of marketing, consumer and small business Mayuri Saikia said, “The festive season in India brings a sense of cheer and excitement, often filled with nostalgia. Technology has the unique ability to connect people, making these moments even more special. Our latest campaign celebrates this spirit and highlights how AI has evolved into a vital part of our everyday lives, helping users discover new possibilities. With Dell’s commitment to empowering people with the right technology and innovative products, we are enabling our customers to stay ahead and achieve desired outcomes.”

    Conceptualized and developed by VML, the campaign adopts an omni-channel strategy, launching interactive videos on Dell’s social media platforms today. It will be amplified in multiple languages including Hinglish, Tamil, Telugu, Bengali and Marathi and will be promoted across a variety of platforms, including YouTube, Facebook, and Instagram. The campaign will also be promoted on Amazon, Spotify, and via media partners to maximize visibility and engagement. Dell is also collaborating with popular content creators and influencers to showcase the devices and highlight their use cases. Additionally, retail amplification and on-ground activations will take place in 35 cities and 60 locations nationwide.

    Commenting on the campaign, Rohan Kumar from VML said, “Festivals today are filled with individuality and personality. Trends show that every celebration has its own unique touch. Food, being an integral part of any festival, brings its own distinct flavours to each occasion. This year, we wanted to highlight Dell’s range of AI-powered PCs, which can help people reconnect with their roots and make this festive season truly special.”

  • Empowering brands with data-driven marketing: The 0101 Today approach

    Empowering brands with data-driven marketing: The 0101 Today approach

    Mumbai: In an age where the digital landscape is rapidly evolving, businesses are faced with an array of challenges—particularly in media buying and performance measurement. Navigating this complexity can be daunting, and that’s where 0101 Today steps in as a crucial partner for growth. With a strong focus on data-driven strategies, this agency is reshaping the way companies approach digital marketing.

    According to the ‘India MarTech & CommerceTech Report 2024’ by Mirum India and VML, the significant shift in budget allocation towards MarTech, with over 65 per cent of brands now investing more than 16 per cent, compared to only 18 per cent of brands doing the same in 2023. Further, into the report, multiple proof points indicate that the MarTech landscape has now matured. As per IMARC Group report, they expect the market to reach $2,130.6 billion by 2032, exhibiting a growth rate (CAGR) of 19.38 per cent during 2024-2032. It also stated that the rising demand for social media management tools, along with the widespread adoption of chatbots, is primarily propelling the market.

    At its core, 0101 Today operates as a conversion enabler, specializing in Martech (Marketing Technology), Adtech (Advertising Technology), data analytics, and effective communication strategies. The agency is committed to leveraging technology and data insights to optimize costs while ensuring that marketing KPIs are met efficiently. This approach has proven invaluable to leading brands such as Reliance General Insurance, Tata Capital, Aditya Birla Capital, and Adani Capital.

    In a discussion with the agency’s managing partners Jayraj Jadhav and Mihir Mehta, 0101 Today is at the forefront of driving digital transformation across diverse sectors. Their leadership is characterized by a deep understanding of digital strategies, enabling businesses to not only adapt to changes but thrive within them. Both have cultivated a culture of innovation, positioning the agency as a trusted partner for companies looking to harness the power of digital marketing.

    Both explained that digital transformation is more than just adopting new technologies; it’s about fundamentally changing how businesses operate and deliver value to their customers. 0101 Today excels in guiding companies through this transformation by providing insights into best practices and strategies tailored to individual needs.

    An element of digital transformation is gaining a deep understanding of the customer journey. By utilizing advanced analytics, 0101 Today helps brands identify key touchpoints and optimize the customer experience at every stage.

    The importance of data cannot be overstated. 0101 Today employs cutting-edge data analytics tools that enable businesses to make informed decisions based on real-time insights, ultimately leading to improved outcomes. Jayraj specifically mentioned that dark data can be challengingsince dark data refers to the information assets organizations collect, process and store during regular business activities, but generally fail to use for other purposes, such as analytics, business relationships and direct monetizing. Most companies today store vast quantities of dark data.

    The agency advocates for the seamless integration of various marketing technologies, which allows businesses to streamline their processes and improve overall efficiency. This holistic approach ensures that all marketing efforts are cohesive and aligned with business objectives.

    The digital marketing realm is in a constant state of flux, influenced by emerging technologies, consumer behavior shifts, and market dynamics. Jyaraj and Mihir provided valuable insights into the current trends that are shaping the industry. As consumers increasingly demand tailored experiences, brands are turning to personalization as a key differentiator. 0101 Today emphasizes the importance of utilizing data to create highly personalized marketing strategies that resonate with target audiences. Despite the technological advancements, content remains a crucial element of digital marketing. The agency focuses on creating valuable, engaging content that not only attracts but retains customers. By leveraging data, 0101 Today helps brands identify what content resonates most with their audiences, driving both engagement and loyalty.

    As digital marketing continues to evolve, businesses must remain agile and forward-thinking. The insights shared by Jayraj and Mihir during our discussion underline the necessity of embracing change and staying ahead of emerging trends. Businesses grapple with the complexities of the digital landscape, collaborating with an agency like 0101 Today can provide the necessary support to navigate these challenges.