MAM
DigiDarts bags digital mandate for DealShare
MUMBAI: DigiDarts has won a complete digital marketing mandate for DealShare India. The agency’s Gurgaon office will be involved with the planning and execution of its digital marketing management, strategy, and creative requirements.
DealShare is an incredibly disruptive social e-commerce model objectified towards re-inventing e-retail for the next billion users. Headquartered in Bangalore with offices in Jaipur, Ahmedabad, and Mumbai, DealShare, a hyperlocal e-retail business. DealShare is currently operational in major and minor cities of Rajasthan, Gujarat, Karnataka, and Maharashtra. DealShare is a discovery led model of business, which lets its customers discover super deals on household and grocery products. Deals on this platform are somewhat different than what is offered on other e-commerce platforms. With an average of 6,000 stock keeping units (SKU) across all categories.
DealShare CEO Vineet Rao said, “We’re excited to have DigiDarts onboard and look forward to doing some great work together as in a business environment that is changing rapidly and is more reliant than ever on communication and collaboration, it is critical for all the companies to work closely with their channel partners in designing holistic solutions to meet customer needs. Our main aim is to develop growth around trust, goodwill, and product creativity values that we often identify with. We believe that DigiDarts’ profound experience in building some of India's most beloved brands will be a key benefit for us as we set out to build India's best and most reliable social commerce platform.”
DigiDarts founder-director Siddhartha Vanvani said, "As DigiDarts & DealShare hold values that blend perfectly, and are in complete sync in terms of strategic goals, we are enthusiastic to be able to help further the brand's growth & amplify its market penetration via Digital channels"
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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.
