Digital
Finolex’s Diwali film honours the Goddess Laxmi in every woman
Mumbai: Finolex Pipes & Fittings has launched a Diwali short film that redefines prosperity through women empowerment.
What starts as a plumbing emergency during Diwali evolves into a story of divine intervention and entrepreneurial awakening. When a broken pipe threatens to disrupt a homemaker’s festival preparations, she meets a skilled female plumber who offers more than just technical help. Their interaction leads the homemaker to discover her hidden talent in apparel design, inspired by the plumber’s presence, akin to Goddess Laxmi’s grace, which shifts her from a domestic crisis to entrepreneurial success.
The film draws parallels between traditional blessings and modern prosperity. Just as Goddess Laxmi brings abundance, this contemporary Laxmi in a toolbelt not only repairs pipes but also paves the way for self-realisation, motivating the homemaker to start her own apparel design business.
Finolex Pipes & Fittings VP, marketing & communications, Sumit Bhatia expressed, ‘This Diwali, we aimed to create something beyond the usual promotional messages—a short film that resonates with the heart and soul. Through the intertwined stories of two remarkable women, we delve into the timeless values that Diwali embodies: hope, prosperity, and transformation. As their paths intersect in contemporary India, we witness how small acts of kindness can ignite significant change, much like the first diya that lights up an entire room. One woman’s journey from struggle to success mirrors the divine grace of Goddess Laxmi, illustrating that true prosperity is about empowering others and uplifting communities. The portrayal of a female plumber in our film is inspired by our dedicated CSR efforts. Through our partnership with Mukul Madhav Foundation, we have consistently supported and trained women plumbers, integrating them into the mainstream plumbing profession. This initiative has been actively encouraged by our founder, Prakash P. Chhabria. In this celebration of light over darkness, we are honored to be more than just observers; we are partners in India’s ever-unfolding story, connecting dreams, illuminating homes, and uniting hearts across generations.”
The narrative aligns with Finolex’s brand values of trust and durability while conveying a broader social message. By featuring a female plumber as a modern embodiment of Goddess Laxmi, the film challenges stereotypes and celebrates the various forms of prosperity in our lives.
As families across India light up their homes this Diwali, Finolex’s film reminds us that true prosperity comes from empowerment, breaking barriers, and fostering connections that enhance lives.
Digital
Ethical AI must benefit society, not dominate it, says WFEB chief Sanjay Pradhan at IAA event
At Mumbai event, ethics expert urges businesses and governments to shape AI responsibly
MUMBAI: Artificial intelligence may be racing ahead at lightning speed, but its direction must still be guided by human conscience. That was the central message delivered by Sanjay Pradhan, president of the World Forum for Ethics in Business (WFEB), during the latest edition of IAA Conversations held in Mumbai.
The session was organised by the International Advertising Association (IAA) and the Artificial Intelligence Association of India (AIAI) in association with The Free Press Journal at the Free Press House on 7 March. Addressing a packed audience, Pradhan called for stronger ethical leadership to ensure AI remains a tool that benefits humanity rather than one that governs it.
“Artificial intelligence has rapidly become one of the most powerful technologies humanity has created,” Pradhan said. “It is unlocking breakthroughs in medicine, science and creativity at a pace unimaginable just a few years ago.”
But he warned that the same technology carries serious risks. AI, he noted, can amplify disinformation faster than facts can travel, compromise privacy, deepen discrimination and disrupt millions of livelihoods. Referencing concerns raised by AI pioneers such as Geoffrey Hinton, often called the godfather of AI, Pradhan stressed that the real challenge is not whether AI will shape the world, but whether humans will shape it with ethics and wisdom.
Structuring his talk around four guiding questions, why, what, how and who, Pradhan introduced the audience to WFEB’s emerging AI Ethics Partnership, a global platform aimed at advancing responsible artificial intelligence. He outlined four priority concerns that demand urgent attention: disinformation, bias and discrimination, data privacy and job security.
To make the idea of ethical AI easier to grasp, Pradhan offered a simple metaphor. Ethical AI, he said, is like a three layered cake. The outer layer represents the visible value ethical AI creates for businesses and society. The middle layer is organisational culture that moves ethics from written codes to everyday practice. The innermost layer, however, is the most crucial, the conscience of individual leaders.
Drawing from Indian philosophical thought through WFEB co-founder Ravi Shankar, Pradhan noted that while artificial intelligence can reproduce stored knowledge, true intelligence is boundless and rooted in conscience, creativity and compassion. Practices such as breathwork and meditation, he suggested, can help leaders develop the calm clarity needed for ethical decision making.
The event also featured a discussion with Maninder Adityaraj Singh, chief of staff and head of innovation at Rediffusion Brand Solutions Pvt Ltd, and Yash Johri, lawyer, Supreme Court of India.
Opening the session, IAA India chapter president Abhishek Karnani, highlighted the need for industries to understand and engage with AI responsibly.
“AI has to be befriended and understood,” added Rediffusion managing director and AIAI national convenor Sandeep Goyal. “Its ethical use will determine whether it becomes a friend or a foe.”
As AI continues to reshape industries and societies, Pradhan ended with a simple but powerful call to action. Businesses, governments and individuals must work together to ensure that the algorithms shaping the future reflect human values rather than just cold logic.
