MAM
Big Magic launches new campaign for UP & MP highlighting digitisation
MUMBAI: Big Magic, the regional general entertainment channel from the Reliance Broadcast Networks (RBNL) for the Hindi heartland, is launching a new ad campaign, ‘100% UP wale / 100% MP wale‘ for the UP and MP markets.
This campaign is the second leg of its ‘Choose Your set-top-box Wisely‘ campaign that the channel had earlier launched to increase awareness and empower consumers with adequate information to make the right choice while choosing their STBs and also enabling operators to build their brand equity in the Metros. The new campaign also serves the same purpose.
Additionally, the campaign also provides operators a chance to build preference and equity for their own offerings.
The multi-media campaign will be on for six weeks spread across television, radio, OOH, print and digital. It will be rolled out across Big Magic and the 11 radio stations of Big FM‘s in the Hindi heartland.
The campaign‘s creative idea reflects the uniqueness of the region ranging from the chikan kurtas of Lucknow to Banarasi paan to the pedas of Mathura to romancing at Meghdoot Gardens and praying at the Bade Ganpati ka Mandir, the company said.
Brands
TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
