MAM
Carat wins Tzinga business
MUMBAI: Hector Beverages, manufacturers of the energy drink Tzinga, have appointed Aegis‘ Carat to manage their account.
The agency‘s Bengaluru office will handle the account.
Hector Beverages director and co-founder Suhas Misra said, “The category is still under-developed and when compared to similar markets, the future growth potential is massive . We wanted a strong and dedicated media agency who can partner us in our growth plans wrt consumer and media understanding, and we found Carat as a perfect fit.”
Hector Beverages media consultant Chirantan Chandran said, “We were delighted to see the response we received from Carat on the brief and their huge passion for our business. Their understanding of the brief and the customized media solution recommended by Carat using a combination of insights and cutting edge tools were something we were looking for. We are pleased to have them as a partner and are sure that they would contribute significantly to our business growth.”
Carat MD Kartik Iyer said, “It has always been our effort to deliver consumer and business focused solutions and services to all our clients across India and are delighted that Hector Beverages found value in our proposal. We are happy to see that Hector Beverages reposed faith and confidence in our cutting edge media solution backed by relevant consumer insights.”
Carat is part of the Aegis Media India Group that also includes Vizeum, Posterscope, Isobar, the global communications agency with digital at its heart and iProspect Communicate2.
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.
