MAM
Amit Gujral joins Aarambh Communications as strategic advisor
MUMBAI: When it comes to marketing mastery, few names shine as brightly as Amit Gujral—and now, he’s bringing his magic to Aarambh Communications as a strategic advisor. The former CMO of JK Tyre & Industries Ltd. and LG Electronics India Ltd. is swapping corporate boardrooms for brand storytelling, and with 29 years of experience in branding, advertising, and product marketing, he’s here to ensure Aarambh’s clients don’t just make noise but own the conversation. After all, why just shine when you can dominate?
Aarambh Communications, co-founded by Sukriti Vajpayee and Himanshu Upadhyay, has carved a niche for itself across FinTech, Healthcare, Lifestyle, NBFCs, MarTech, Consumer, Real Estate, and Ed-Tech. Now, with Gujral at the advisory helm, the firm is poised to take brand storytelling to the next level, blending creative brilliance with sharp market strategy.
Gujral is no stranger to game-changing campaigns. At JK Tyre, he led the celebrated “JK Tyre Desh Ka Tyre – Jab Hindustan Mile Hindustan Se”, an ad that didn’t just sell tyres—it ignited national pride. His tenure at LG Electronics was equally iconic, spearheading branding initiatives that cemented LG’s leadership in consumer electronics.
Sharing his excitement, Gujral stated, “Marketing and branding are not just professions for me – they are a lifelong passion. As I begin this fresh innings, I’m excited to embrace this role of mentor, helping businesses navigate their growth journeys with impactful strategies. Aarambh Communications’ track record of creating lasting brand equity is remarkable. I’m looking forward to contributing to their mission and helping further elevate the brands they work with.”
Vajpayee called this appointment a defining moment, “Having Amit Gujral join our advisory board is a huge win for Aarambh. His unmatched expertise in marketing and his visionary approach align perfectly with our mission to help brands achieve sustained success. Our growth has always been driven by the trust of our clients, and this step further accelerates our commitment to delivering exceptional value in the PR space.”
Upadhyay echoed this sentiment, “Amit’s appointment comes at a critical juncture as we expand our service offerings. His deep understanding of consumer behaviour and ability to craft multi-channel marketing strategies will allow us to merge innovative marketing and PR tactics, ensuring that our clients receive holistic, results-driven solutions that strengthen their brand’s market presence.”
With Gujral’s expertise, Aarambh Communications is set to redefine the future of PR and marketing, offering cutting-edge strategies that don’t just amplify brands but forge deeper, more meaningful connections with their audiences.
MAM
Deepfakes target women in 93 per cent of cases, report finds
Pi-labs study shows 900 per cent rise in female-focused synthetic media; India sees 60 per cent jump in cybercrime complaints.
MUMBAI: Deepfakes aren’t just fooling cameras, they’re hitting women hardest, turning pixels into a new kind of weapon. A new report from creator intelligence platform Pi-labs has revealed that nearly 93 per cent of deepfake victims are women, with deepfake content targeting females surging 900% in recent years. The findings paint synthetic media as a fast-escalating digital threat with a stark gendered impact.
In India, cybercrime complaints involving women rose from about 50,000 in 2024 to nearly 80,000 by 2026, an increase of roughly 60 per cent in just two years. Almost 98 per cent of deepfake pornography is aimed at women, often powered by face-swapping apps and bot networks that disproportionately target females, including school-age girls. Victims typically fall in the 18–30 age group, with Bengaluru reporting a growing share of cases.
Globally, 62 per cent of deepfake abuse cases involving women go unreported due to stigma, in India, over one-third of women facing online harassment take no action, and many reduce their digital presence after abuse. Close to 33 per cent of women remain unaware of protective laws.
City-level trends show Bengaluru leading with nearly 30 per cent of complaints, followed by Hyderabad (14 per cent), Mumbai (13 per cent), Chennai and Kolkata (5 per cent each), and Delhi (3 per cent).
Pi-labs, CEO and founder Anukush Tiwari said, “AI is one of the most powerful technologies of our time, but like every powerful tool, it reflects the intent of those who use it. We are witnessing a growing trust deficit in digital spaces, where identity can be manipulated within minutes and reputations can be damaged overnight.”
Image morphing and deepfake videos remain the most common forms of misuse. The report also notes a new trend: fully AI-generated female personas (not based on real individuals) gaining high engagement on social platforms, raising questions about digital credibility.
Detection remains challenging due to widespread generative tools and rogue creators. Industry estimates suggest over 5,000 face-swap tools and more than 1,000 voice-cloning applications are accessible online.
pi-labs offers pi-authentify, an AI-driven detection system that scans media for generative markers and provides authenticity scores, as well as Namokavach, a verification portal delivering confidential assessments within two working days. The Payal gaming case was resolved using pi-authentify’s forensic analysis.
The report urges minimising digital footprints and adopting detection tools to limit replication risks. It frames the gendered impact of synthetic media as an urgent digital safety issue requiring coordinated action from individuals, platforms and technology providers.
In a world where faces can be borrowed in seconds, the real crime isn’t just creation, it’s the silence that follows, and women are paying the heaviest price.
