MAM
Reebok’s deal with Nickelodeon for KCAs
MUMBAI: New gear from Reebok’s Kids and Classic collections will be in the hands of Hollywood stars at the 17th Annual Nickelodeon Kids’ Choice Awards (KCAs). The KCAs hosted this year by Shrek 2 co-stars Cameron Diaz and Mike Meyers will air live on 3 April on Nickelodeon US.
A company release informs that Reebok is an associate sponsor of the KCAs and will also be featured in the Distinctive Assets Gift Lounge where presenters, nominees and celebrities receive gifts for participating in the awards show.
Reebok will have a presence throughout the show and will host an interactive ad with a kid-friendly game component on www.nick.com. Reebok will also be present at the KCAs after-party where all 2,500 audience members will be able to enjoy themselves and play various games. The after-party will feature a Reebok basketball Jump Shot game as well as a soccer Kick-Off station.
Movie stars who will present awards include comedian Adam Sandler 50 First Dates, action hero Hugh Jackman Van Helsing, Spierman Tobey Maguire and Spiderman’s love interest Kirsten Dunst. The KCAs will be seen in more than 281.5 million households in 162 territories worldwide.
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.
