MAM
Grey creates Network18’s corporate campaign
MUMBAI: Grey Worldwide- Mumbai has created the new corporate campaign for Network18 titled ‘Red Tag‘. It has been directed by filmmaker Dibakar Banerjee.
Grey India national creative director Malvika Mehra said, “The task very simply was to introduce Network18 to the world and explain the role it plays in impacting people‘s lives. We wanted to create something for Network18 that ‘connects‘ with the consumer. We did this in a very simple way. We took an element from the Network18 logo itself – ‘the red tag‘ and had some fun with it.
“The brief was simple enough, but fitting all the pieces together in a script wasn‘t, believe me! We knew we wanted to be about omnipresence, we knew we had to be fresh, but above all we were sure we didn‘t want a stiff conventional, corporate approach,” Grey Mumbai senior ECD Rohit Malkani said.
“Rather than have Network18 do a little chest thumping exercise, it made more sense to have people discover for themselves how big they really are. And that was the genesis for the ‘red tag‘ game,” Mehra added.
The agency has used ‘BachkeRehna‘ track from Pukaar in an attempt to bring alive India and its people, whose lives Network 18 touches.
The film begins in a regular looking office where a man shakes his head incredulously as he announces that the ‘rupee is 56 to the dollar‘. Suddenly he finds a female colleague rushing towards him with a red sticky tag/note, which she slaps on to his chest. He is surprised at first then realises why she did that as he checks the CNBC moneycontrol page on his phone. To his surprise he now sees her surfing some deals on Homeshop 18.com. In a ‘counter move‘, he rushes to her with glee and slaps her back with a red tag.
And so it begins…a random, fun and exciting game where people across India tag each other with Red Tags each time they are touched by Network18. A young girl is tagged by her father because she pushes away her dinner plate after seeing a report on Anna, a boy is tagged by his friends after he lets out a volley of abuses at their neighbour, a grandmother is tagged by her granddaughter who spies her watching BalikaVadhu and dabbing her eyes etc. The film ends after a series of rapid tags with a voice over that highlights the penny drop moment. “If you were tagged for every way that we touched your life. This is what your world would look like. This is Network18. The life in your day.”
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Samsung certifies 1,000 Maharashtra students in AI and coding
The South Korean electronics giant marks its first large-scale skilling push in the state, with women making up nearly half the national programme’s enrolment
PUNE: Samsung has put 1,000 students in Maharashtra through a certified training programme in artificial intelligence and coding, the largest such drive the South Korean electronics company has run in the state and a signal that corporate India’s skilling ambitions are moving well beyond the boardroom brochure.
The certifications were awarded under Samsung Innovation Campus (SIC), the company’s flagship corporate social responsibility programme, which launched in India in 2022 with the stated aim of democratising access to future-technology education. The 1,000 graduates were drawn from four institutions: 127 from Savitribai Phule Pune University, 373 from Pimpri Chinchwad University, 250 from D.Y. Patil University’s Ramrao Adik Institute of Technology and 250 from Anjuman-I-Islam’s Kalsekar Technical Campus. All completed training in either AI or coding and programming, the two disciplines Samsung has identified as the critical pillars of the digital economy.
The programme does not stop at technical training. Soft-skills development and career-readiness modules are baked into the curriculum, a deliberate attempt to close the gap between what universities teach and what employers actually want.
“India’s digital growth story will ultimately be shaped by the quality of its talent pipeline,” said Shubham Mukherjee, head of CSR and corporate communications at Samsung Southwest Asia. “As technologies like AI move from the periphery to the core of industries, skilling must evolve from basic training to building real-world capability. This milestone in Maharashtra reflects how industry and academia can come together to create a future-ready workforce that is both globally competitive and locally relevant.”
The Maharashtra drive sits within a rapidly scaling national effort. Samsung Innovation Campus trained 20,000 young people across India in 2025, hitting its stated target for the year. Women account for 48 per cent of national enrolments, a figure the company cites as evidence of its push for an inclusive technology ecosystem. The programme is implemented in partnership with the Electronics Sector Skills Council of India and the Telecom Sector Skill Council.
Samsung, which is marking 30 years in India this year, runs SIC alongside two other initiatives, Samsung Solve for Tomorrow and Samsung DOST, as part of a broader effort to build what it calls a generation of innovators with both the technical depth and the problem-solving mindset to thrive in a fast-moving digital world.
A thousand certified students is a tidy headline. Whether they find jobs that match their new skills is the harder question, and the one that will ultimately determine whether corporate skilling programmes like this one are genuine pipelines or well-photographed gestures.
