Digital
Logicserve Digital asks ‘Munna Kab Aayega’ for a quirky Unwanted21Days campaign
MUMBAI: To normalise the use of contraceptives and promote the importance of planned pregnancy, Logicserve Digital has created a one-of-a-kind digital campaign for Mankind Pharma’s Unwanted21Days.
The quirky campaign is surrounded around the one pressing and intrusive question that most newly married couples in India are often bombarded with—“When is the Good News?” or “Munna Kab Aayega?” While expecting a baby is a magical moment for the parents, such unwarranted questions at social gatherings can hit like an alarm and make the situation awkward. Considering the sensitivity of the subject, Unwanted21Days and Logicserve Digital took a creative route of presenting an engaging story (with a folksy tune and earthy lyrics) to reinforce a sense of privacy and independence in the minds of the consumers.
Mankind Pharma assistant general manager Joy Chatterjee said, “Raising awareness amongst the audience while also conveying a message on a sensitive topic in a creative way was of paramount importance to us. Leveraging an insight that was easily relatable and using it in our communication to highlight the importance of planned pregnancy was a brilliant thought. Team Logicserve Digital did a fabulous work of cracking this unique piece of content for us that has the potential to travel on its own.”
Commenting on the uniqueness of this campaign, Logicserve Digital VP-creative Manesh Swamy said, “When we started working on this campaign, our focus was to educate and empower the audience in the simplest way without being intrusive. Hence, we thought of creating a powerful communication tool involving a captivating tune that lingers in the mind. That’s how #MunnaKabAayega was born. The idea was consumed well by the audience and effectively conveyed the brand message of ‘Pregnancy jab tum chaho’.”
Logicserve Digital developed a quasi-puppet show, with music and dance as a medium to convey the message to the audience. An animated music video focused on two newly-weds, Faguni and Bittu who are visited by an array of inquisitive relatives was released on social media platforms including Facebook, YouTube, Instagram, and Twitter. The song’s lyrics showcase various scenarios that newly married couples usually land into with relatives and neighbors prying about personal life. The nagging questions are finally put to rest when Faguni and Bittu take a stand and inform everyone that they will have a child when they feel is the right time basis their joint decision.
To create a buzz around the campaign a wedding invite was prepared, along with pre-wedding shoot of the central characters. Recent visitors of the brand page were sent an automated invite upon commenting with the hashtag ‘#FaguniWedsBittu’. WhatsApp stickers were created as well to introduce and highlight inquisitive family members and friends with atypical messages. The folksy approach with traditional music and descriptive narrative helped the brand connect effectively with audiences in tier-2 and tier-3 cities. For the major target audience of the brand from West Bengal and Orissa, the communication was also established in the local language in Bengali and Oriya, respectively to ensure better message delivery.
Post-release of the video, a contest was launched asking the audience to showcase the signature ‘Munna Kab Aayega’ dance step on social media platforms. The campaign was amplified by roping in regional influencers who further propagated the importance of family planning.
The video garnered 149698 views within 24 hours of its launch on social media platforms. With the high engagement rate (0.84 per cent), views (35,73,619), reactions (11,720) and shares (400) the campaign continues to be trending on social media. With a relatable story, the brand rightly struck a chord with the audience and received a definitive answer to the prying ‘Munna Kab Aayega’ question.
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.
