MAM
ART-E Mediatech bags creative & digital mandate for Indica
Mumbai: ART-E Mediatech has bagged the digital & creative mandate for Indica, an Indian herbal hair colour brand from the CavinKare portfolio.
In order to create a strong digital presence of Indica, the agency will be taking on the responsibility of presenting it with the right mix of creative thinking & data-based research, the company said in a statement.
The agency will be responsible for formulating & executing social media strategy, cross-medium communication strategies, and influencer marketing strategies for building a strong brand voice, it added.
“We have always directed our efforts in crafting products that make our consumers’ life easy while rendering an enriching experience. So, it is imperative for us to stay in touch with consumers all the time,” said CavinKare digital & e-com marketing head Amlan Pati. “Given the popularity of social media in the post lockdown world, we were looking for an agency that could transcribe our expansion plans into reality and create a buzzing platform for our consumers to engage with us anytime. And, team ART-E fits the bill.”
“At ART-E, partnering with a new brand gives us an opportunity to leverage our sound digital knowledge using new-age technological advancements and keeping in sync with the changing preferences of the audience. We look forward to our partnership and hope to build a dynamic brand presence for Indica,” said ART-E Mediatech co-founder Rohit Sakunia.
Digital
India launches nationwide AI responsibility pledge drive
MeitY and Intel India aim for Guinness record ahead of AI Impact Summit
NATIONAL: India will roll out a nationwide digital campaign on 16–17 February to promote ethical, inclusive and responsible use of artificial intelligence, as the country builds momentum ahead of the India AI Impact Summit 2026.
The initiative, led by the Ministry of Electronics and Information Technology under the IndiaAI Mission, in collaboration with Intel India, will attempt to set a Guinness World Records title for the “most pledges received for an AI responsibility campaign in 24 hours”.
The digital pledge drive will go live at 8 am IST on 16 February, inviting citizens to commit to responsible AI practices through an interactive platform featuring scenario-based questions. Participants who complete the pledge will receive a digital honorary badge jointly issued by IndiaAI and Intel India, along with access to curated, government-led AI learning pathways.
The campaign has been designed for broad accessibility, requiring neither camera nor microphone permissions and imposing no eligibility criteria or assessment thresholds. Participation is open to students, educators, parents, government officials, public sector employees, industry professionals, startups and the wider public, with a particular focus on youth engagement.
Organisers said the initiative aims to deepen awareness around data privacy, accountability, misinformation and ethical deployment of AI technologies, reinforcing India’s push for a human-centric and trustworthy AI ecosystem.
The pledge campaign forms a central citizen-engagement pillar of the India AI Impact Summit 2026, scheduled from 16 to 20 February at Bharat Mandapam, New Delhi. The summit will be inaugurated by Narendra Modi and will bring together global leaders, policymakers, industry experts, researchers, startups, academia and civil society to discuss AI-led development under the themes of people, planet and progress.
