MAM
Lowe Lintas help spread love for LT Food
MUMBAI: LT Foods, a processor and exporter of packaged basmati rice and an upcoming FMCG company, has unveiled a new television commercial with actor Amitabh Bachchan for its flagship brand, Daawat.
The new campaign is conceputalised by Lowe Lintas. The TVC titled “Pyaar ki Special Bhasha” brings to life the unique Indian way of expressing the love through the food we serve and eat and how this expression is incomplete without the finest basmati rice, Daawat.
On the commercial, Lowe Lintas chief creative officer and chairman R Balki says, “Rice being at the centre of our food shoulders the responsibility of this expression of love. Daawat is the finest Basmati…the finest vehicle for this expression. Thus, the concept of ‘pyaar ki special bhasha’ and who better than Amitabh Bachchan to remind us about our expression of love through food which he does with his inimitable touch of humor.”
In a fast growing and competitive category, where consumers are bombarded with messages on product superiority and attributes, brief was to develop a campaign which connects to the heart of the consumers and make them experience the fulfillment that comes from cooking, serving and eating the finest basmati rice.
Speaking about the TVC, LT Foods CEO Vivek Chandra says, “Daawat Basmati Rice understands the importance of rice in a family’s meal. Daawat Basmati has taken a step further and created a unique range of basmati rice for different dishes and cuisines. These grains are specifically picked, processed and packed, so that consumers can bring out the subtle wonder of each dish they prepare. This TVC strengthens the brand ethos by talking about the role a great dish plays in our life and how it helps us to express love.”
The TVC is director by Shoojit Sircar and is a pan India campaign. “We will be taking leading TV channels across multiple genres like GECs, movie channels etc. to promote the campaign. A 360 approach will be developed to communicate to our target audience through relevant media vehicles that they are exposed to,” informs Chandra.
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.
