MAM
JWT’s ‘Make Every Yard Count’ leads at Spike Asia
MUMBAI: At the Spikes Asia Festival of Creativity 2014, Indian entrants won four Gold, nine Silver and 32 Bronze Spikes. JWT India’s ‘Make Every Yard Count’ for Nike bagged two Golds, one each in the Film and Film Craft categories. Bagging two Gold, two Silver and five Bronze Spike trophies, JWT emerged as the winner amongst the Indian entrants, this year.
PHD India and Lowe Lintas received a Gold each for Kan Khajura Tesan (HUL), in the media and mobile categories, respectively. Ogilvy & Mather India bagged a trophy for its entry ‘The Good Road’, for Castrol Activ/Bengaluru Traffic Police in the Innovation Spikes category.
The winners were declared in Singapore on 26 September, the final day of this year’s event. The Indian winners are listed below, by category.
Branded Entertainment
Two Bronze Spikes were won by JWT’s ‘Make Every Yard Counts’ for Nike and ‘Kan Khajura Tesan’ entered by Lowe Lintas, PHD and Ozontel, for Hindustan Unilever.
Design
Two Bronze wins again. One by DDB Mudra’s campaign ‘Identity 1, Identity 2’ for Volkswagen and the other by BBDO India for Visa’s ‘Dream2Advance’.
Digital
Ogilvy & Mather bagged a Silver Spike for The Akanksha Foundation’s ‘Message Barter’.
Direct
Ogilvy & Mather’s ‘Message Barter’ received a Silver along with Visa’s ‘Dream2Advace’ by BBDO taking the count to two Silvers.
McCann Worldgroup India and Cheil Worldwide India won two Bronze awards each for ‘Share my dabba’ and ‘The Light Bag’ respectively. Havas Worldwide India also bagged a Bronze for ‘No Child Brides’, for Child Survival India.
Film
JWT’s ‘Make Every Yard Count’ for Nike received a Gold while Bronze went to Ogilvy & Mather for ‘Google Reunion’.
Film Craft
Besides a Gold, ‘Make Every Yard Count’ for Nike by JWT also acquired two Silver trophies.
BBH India won two Bronze Spikes, one each for Skoda India’s ‘Hydrant’ and ‘A Family Story’.
Innovation
Ogilvy & Mather secured one for ‘The Good Road’ campaign for Castrol Activ/Bangalore Traffic Police.
Media
PHD India landed a Gold and a Silver for Kan Khajura Tesan (HUL).
22Feet Tribal Worldwide earned a Bronze for ‘Push the Pin’, for Tata Global Beverages (Media agency: Maxus Bengaluru).
Cheil India collected a Bronze for work on Halonix – the entry ‘The Safer City’.
McCann scooped a Bronze for ‘Share My Dabba’.
Vizeum’s entry for MTV also took home a Bronze trophy.
Mobile
Kan Khajura Tesan entered by Lowe Lintas and Partners in this category bagged a Gold award.
Outdoor
Grey received two Bronze awards for work on Duracell – one for the entry Torch ‘Squeeze’ entry, and the other for the campaign (Choo-Choo, Remote Control, Camera)
McCann won a Bronze for the campaign on Big Babol (Tangerine, Mango, Pear).
JWT’s campaign for Godrej Security Solutions (House, Antique Store, Music Store) also secured a Bronze.
Cheil India received a Bronze for ‘The Light Bag’, for Salam Balak Trust.
PR
Ogilvy & Mather acquired two Silver – one each for The Akanksha Foundation (Message Barter) and Road Safety Awareness (The Seatbelt Crew, for Channel V).
BBDO obtained a Silver too, for ‘Illegal Sand Mining’ for client Awaaz Foundation.
McCann won one Bronze for its Big Babol series, while Grey bagged one for the Duracell campaign.
A Bronze went to DDB Mudra Group for work on Future Group, a campaign comprising entries ‘TV Unit’ and ‘Dining Table’ for Hometown Retail.
Print & Poster Craft
DDB Mudra bagged a Bronze in this category for its campaign for Volkswagen (Identity1, Identity2).
Promo & Activation
JWT received three Bronze for the Nike ‘Make Every Yard Count’ film.
BBDO’s ‘Dream2win’ won two Bronze awards.
Geometry Global was awarded one Bronze for Lifebuoy Hand Pump (HUL).
Radio
Ogilvy & Mather acquired a Bronze for Mumbai Police’s ‘The Train’ entry, India’s lone metal in the category.
Brands
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.
