Digital
Filmmaker Niddhish Puuzhakkal’s “Bandhan Ad” redefines visual aesthetics
Mumbai: Pioneering filmmaker Niddhish Puuzhakkal has unveiled the “Bandhan Ad,” a remarkable narrative that transcends conventional advertising norms. This exceptional ad sets new standards with its visual aesthetic, execution, and composition, offering a fresh perspective on financial security. In a world that is rapidly evolving, the “Bandhan Ad” manages to be both visually striking and deeply relatable to middle-class Indian families. “Bandhan Ad,” highlights the profound joy that financial security can bring to one’s life. The ad showcases the Nema family, portraying how their commitment to financial well-being amplifies their capacity to savor life’s simple yet significant moments.
Visual poetry in motion:
The “Bandhan Ad” is a visual masterpiece, carefully crafted to stand out in its category. Niddhish Puuzhakkal’s unique storytelling prowess comes to life with impeccable visual aesthetics. The ad is a captivating tapestry of colors, emotions, and celebrations that elevate it to cinematic brilliance.
A testament to relatability:
What sets the “Bandhan Ad” apart is its exceptional ability to resonate with middle-class Indian families. Despite its visually stunning portrayal, the ad remains firmly grounded in the realities of everyday life. It skillfully captures the essence of the Nema family, allowing viewers to see a reflection of their own lives in their experiences.
A paradigm shift in advertising:
The “Bandhan Ad” isn’t just another advertisement; it’s a testament to the evolving landscape of storytelling in the advertising world. Niddhish Puuzhakkal’s vision has redefined the possibilities of merging artistry with relatability, creating a new benchmark in the industry.
In Niddhish’s words:
The “Bandhan Ad” isn’t just about financial security; it’s a celebration of life’s simple joys. It encourages viewers to aspire to a more fulfilling existence, one that is not only financially secure but also filled with moments of happiness and celebration.
Experience the enchanting “Bandhan Ad” directed by Niddhish Puuzhakkal here:
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.
