MAM
ASCI and Goafest 2012 present ‘Creativity with a Conscience’
MUMBAI: In a bid to encourage self regulation in advertising Advertising Standard Council of India (ASCI) in partnership with Goafest 2012 has announced a contest to promote responsible creativity under the theme “Creativity with a Conscience” during Goafest 2012. The ASCI Mobile Movie Challenge contest, which is open for advertising, marketing and media professionals, revolves around creating short films using a mobile phone.
Teams of three young professionals under the age of 30 years will be asked to create a short film, between 30 and 60 seconds, using their mobile handsets. Each team will be assigned a mentor film maker who can guide the team members on the nuances of film making. The teams will create the art forms on one of the four briefs provided by ASCI.
The teams will be required to create movies based on the themes of honesty and truthfulness in advertising, decency in advertising as per generally accepted societal norms, safety and avoiding exploitation of vulnerable sections of society, especially children and fairness in competition.
ASCI board member Subhash Kamath said, “The theme, ‘Creativity with a Conscience,‘ goes hand-in-hand with ASCI‘s objective of responsible advertising. Our aim is to inspire professionals to abide by the guidelines set by ASCI and to take up self regulation on an individual level as the only other alternative is governmental censorship, which is, not desirable for a creative industry like ours. By reaching out to young professionals, we‘re ensuring that our efforts towards self regulation are understood by the people who will be implementing the work.”
The entries will be judged by a jury of top creative directors and film makes of the industry. Four winning teams, one per brief, will be selected and each team member will be awarded during the Creative Abbys.
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TCS and ServiceNow join forces to fast-track AI in enterprises
New partnership aims to turn clunky workflows into smart, self-learning engines
MUMBAI: Tata Consultancy Services (TCS) and ServiceNow have teamed up to help businesses move from AI experiments to full-scale adoption. The multi-year partnership will see TCS building industry-specific AI solutions on the ServiceNow platform, transforming slow, manual processes into intelligent, autonomous workflows that learn and improve over time.
Enterprises are eager for smarter ways to handle back-office functions like HR, finance, supply chain, procurement, and employee services. With this collaboration, TCS will offer AI-led solutions that bring together trusted AI, modern workflows, and deep industry knowledge, helping businesses work faster, smarter, and more efficiently.
ServiceNow president and chief product officer Amit Zavery said, “Enterprises need partners who can combine innovation, execution, and governance. Together with TCS, we are embedding AI directly into workflows, modernising legacy systems, and driving measurable results.”
TCS executive director and COO Aarthi Subramanian added, “Companies are ready to move beyond pilots to enterprise-wide transformation. Our partnership will embed intelligence across IT, operations, and customer functions, unlocking speed, efficiency, and lasting advantage.”
The solutions are designed to break down silos, giving organisations a holistic, insight-driven view. HR operations, for instance, could shift from fragmented services to a smooth hire-to-retire lifecycle, boosting productivity and engagement. Similarly, order processing could evolve from a slow, multi-step cycle into a fast-moving engine that drives revenue and cash flow.
TCS is already ServiceNow’s largest user for IT Asset Management, rolling out the system across thousands of devices in just three months. Both companies will also invest in co-innovation labs, solution showcases, and joint go-to-market initiatives to bring these AI capabilities to clients.
With this partnership, enterprises can look forward to workflows that think for themselves, helping businesses stay ahead in the AI era.
