MAM
Castrol in 5-year deal with ICC as performance partner
MUMBAI: Lubcricant manufacturer Castrol has done a five-year deal with the International Cricket Council (ICC) that makes it the official performance partner of cricket‘s governing body.
The agreement awards Castrol a worldwide rights package from 2010 until 2015 and will include the ICC Cricket World Cup 2011, which will take place in India, Bangladesh and Sri Lanka, as well as all other ICC tournaments up to and including the ICC Cricket World Cup 2015 in Australia and New Zealand.
Castrol was involved with the recently concluded 2010 Fifa World Cup in South Africa, the Uefa Euro 2012 and the 2014 Fifa World Cup in Brazil.
Castrol says that its success in business over the past 100 years is its ability to use analysis to improve performance in the most extreme conditions in sport on land, sea and air. Castrol, with the help of cricket experts like Harsha Bhogle, has applied this same skill to analysing performance in cricket to devise the Castrol Index.
As the official performance partner of the ICC, Castrol will bring this system to the stadium audience of ICC events like the ICC Cricket World Cup and ICC World Twenty20 as an index on the match day.
By appearing on the stadium replay screens at crucial points of the game, the Castrol Index for match days will fuel the audience’s passion and excitement in the game by updating them real-time on which team is leading and which players are the top performers at that point in the game.
ICC CEO Haroon Lorgat said, “For us to attract a commercial partner of Castrol’s calibre is another indication of the excellent reputation and healthy state of international cricket. It reconfirms how top brands want to be associated with cricket and its great spirit. Even in these challenging times cricket’s popularity among spectators, broadcasters and sponsors is as strong as ever.”
Castrol regional VP, Asia and Pacific Region – Naveen Kshatriya said, “Cricket is a sport that is passionately followed across many parts of the world. While no other game touches the hearts and minds in the Asian sub-continent as cricket does, the game is also very popular in many other important Castrol markets like Australasia, South Africa and the UK.”
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.
