MAM
Mudra arms to handle Emirates’ media duties
MUMBAI: Mudra West, a strategic business unit of Mudra India, has won the creative mandate for Emirates airlines.
The digital duties of the aviation company is going to be handled by Tribal DDB India, a SBU of DDB Mudra..
The mandate was handed out to Mudra following a multi-agency pitch.
Mudra West president Arijit Ray said, “Emirates is one of the most prestigious global brands in the aviation space. It has built a formidable reputation as a world class airline over the last decade or so. We look forward to working closely with the brand team to build and consolidate the position that the brand has owned over the past few years. What is also significant is that it was a integrated pitch effort and Tribal DDB will work closely with the brand team on the digital strategy & creative”.
Since Emirates is the official partner of the 2011 ICC Cricket World Cup, Mudra West will work with its brand team in order to develop a communication package for this event.
Tribal DDB India president Max Hegerman said, “This effort was about as seamless as it gets. It was really about thoroughly developing an idea – and from Tribal DDB India‘s perspective, bringing it alive in the digital space. We enjoyed partnering with Mudra, and are incredibly excited to be working side-by-side with them on an account as prestigious as Emirates. Especially since digital appears to be a very important part of their marketing mix.”
The account will be handled out of the Mumbai offices for both Tribal DDB India and Mudra West.
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.
