Digital
Lenskart partners with Frodoh World to tap into growing CTV consumption
Mumbai: Fast growing CTV tech company, Frodoh World announces its partnership with Lenskart for a target-oriented compelling CTV campaign. Driven by Starcom India, the campaign that targeted CTV homes in Ahmedabad drove significant interest for the brand in the region. Frodoh World aimed to spread brand awareness and reach for Lenskart in affluent CTV household audiences.
The campaign successfully achieved an extraordinary reach of over 550,000 Connected TV households, boasting an impressive video completion rate exceeding 90 per cent. Beyond mere viewership metrics, the campaign’s success was reflected in Lenskart’s report of a substantial 15 per cent to 18 per cent increase in store walk-ins across Ahmedabad, showcasing the campaign’s ability not only to engage audiences but also to drive real-world actions. The campaign featured four culturally resonant 20-second video creatives in Gujarati that were strategically executed on top OTTs, premium shows, and regional top shows during prime time.
Lenskart general manager – marketing Anupam Tripathi said, “Our collaboration with Frodoh World for this compelling Connected TV campaign has proven to be a game-changer. The outreach and engagement with over 550,000 CTV households in Ahmedabad have not only elevated brand awareness but also translated into a substantial 15-18% increase in store walk-ins. We strategically chose a media mix incorporating traditional TV, Connected TV, and hyperlocalized targeting, coupled with personalized regional language content believing that a comprehensive approach is vital for campaign success. We look forward to further leveraging the power of innovative advertising solutions in our future campaigns, maintaining our commitment to a diversified media strategy.”
Starcom India COO Niti Kumar said, “We are proud to have successfully executed our Connected TV campaign across top OTT platforms and regional prime-time broadcasts. The strategic partnership between Frodoh World and Lenskart, enabled by Starcom India, highlights the robust capabilities of Connected TV and underscores its potential for impactful advertising. We now look forward to driving such innovations for our clients in the future.”
Speaking on the success of the campaign, Frodoh World founder & CEO Russhabh R Thakkar said, “The power and potential of CTV can only be harnessed and this campaigns success is a testament to this. Personalised ad formats make way for engagement and long-term recall and with this campaign for Lenskart we have been able to deliver ROI beyond expectations. We are certain that this campaign for Starcom and Lenskart is a kickstart to a long-term relationship.”
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.
