Digital
Digital storytelling platform Terribly Tiny Tales (TTT) launches a brand-new property called ‘Streedom’ in partnership with OkCupid
MUMBAI: From the 1st to the 15th of March, India's popular storytelling platform TTT (via its Instagram, Facebook and YouTube handles) will tell stories of women speaking up for themselves and their fellow women, as they take a stand against stereotypes, regressive remarks and other misdemeanors thrown at women – in a strong, savage and sassy voice that evokes thought, expression and participation from both men and women, country wide.
Streedom has been carefully crafted to celebrate women from all walks of life, so as to encourage them to move on from caring about what they ‘should do', to actually 'doing what they want to do.'
The campaign will culminate in a short film called Ved and Arya to be released on TTT’s YouTube channel. Starring popular TV actors – Nakuul Mehta and Sanaya Irani, the story will capture the challenges of finding love in today’s times, under the same context.
Terribly Tiny Tales has delivered various successful women centric campaigns in the past, the last being 'I am Mrs. Maisel' with Amazon Prime. With Streedom gaining momentum, the campaign has already garnered accolades from its peers and massive social media traction already.
Anuj Gosalia, Co-founder & CEO of Terribly Tiny Tales, mentions, “We are extremely excited to partner with OkCupid for Streedom. With over 63% women in our community of over 3 million followers, Streedom was a property waiting to happen. In addition, our short films are regarded as the best in the country – winning big awards like Clermont Ferrand, Filmfare and Jagran for our many films. OkCupid suits perfectly with our young and premium community of users. The dating app intuitively solves for many of the problems in modern relationships that our community associates with and is, therefore, an amazing partner to Streedom and its many stories.”
Sitara Menon, Marketing Manager, OkCupid India, said, “At OkCupid we believe that you are more than a stereotype or clutch of images. You deserve a serious relationship built on shared opinions, beliefs, and a celebration of each other’s oddities. Partnering with Terribly Tiny Tales on Streedom has been an opportunity to bring to light the stories of young Indian women in 2020 — their aspirations, desires, and struggles, both in love and in life.”
In a bid to capture the voice of the modern woman, the first edition of Streedom is a powerful IP that has already reached over 14 million people in the last 12 days and shows that women just have to be themselves to change the world.
For more information, visit – http://www.streedomstories.com
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.
