MAM
Tata Asset Management’s moment marketing is all we need during COVID-19
MUMBAI: It is difficult to manage being cooped up for days. But by now we all know social distancing and isolation are key to stop the spread of COVID-19 virus. Keeping a low profile is a small sacrifice that we all have to perform for everyone’s safety. The challenge is to be safe and sane during a pandemic.
Isolating the most social animal on this planet was not going to be easy, and hence, to make the most of this time, Tata Asset Management’s moment marketing initiative gives purpose to those seemingly long hours during #JantaCurfew. According to Tata Asset Management, the main idea was to remind its fellow investors and users to connect with their family in these few hours of togetherness.
Tata Asset Management’s digital team curated a fun itinerary for the entire family from 7 am to 9 pm. The tasks began with exercising and having a healthy breakfast and included some family-time activities like playing a game of monopoly with the kids.
The creatives were executed by Finace. Tata Asset Management used digital and social media platforms for this initiative.
Tata Asset Management digital and marketing head MVS Murthy says, "The #JanataCurfew was for all Indians and we wanted to run a story that cut across demography and geography. And “Family – time” is the most universal idea. We helped people find purpose in their isolation. The idea was to help families all over make the most of their time together. In many ways, it must have given tremendous joy in an otherwise difficult proposition of a lockdown.”
According to Murthy, if corona calls for social distancing, the campaign brought out the idea that the joys we seek are not outside but right inside our homes. Imagine the cackle a game of monopoly would have brought when some tried to cheat in jest or how our kitchen skills would have got brushed up when the same food you would order in was made at home and one savoured it. At the end of the day we go out for our families; #JanataCurfew was the day you stayed in with your dear ones. In the overall context, the campaign told its audience that you can meaningfully isolate and make a strong chain, while breaking a very dangerous some.
He concludes, “The moment our Prime Minister announces #JanataCurfew. We planned well in advance, kept our communication stack ready, announced a 15-hour “ to-do” list on Saturday, and then on Sunday at the stroke of every hour, the focused activity was echoed across our social handles and digital assets. We would like to believe that this is amongst the best #MomentMarketing initiatives globally. Moments are not an isolated event but they gather themselves all the while to create memories. We strung up many a memory and helped sign off the day in gratitude helping audiences count their blessings in these challenging times. However, the proposed itinerary is just not restricted for one single day. We can include this in our lives while we are practicing self-isolation for the coming 21 days.”
Digital
India leads global adoption of ChatGPT Images 2.0 in first week
From anime avatars to fantasy covers, users turn AI visuals into culture
NEW DELHI: India has emerged as the largest user base for ChatGPT Images 2.0, just a week after its launch by OpenAI, underlining the country’s growing influence on global internet trends.
While the tool was introduced as an advanced image-generation upgrade within ChatGPT, Indian users are quickly reshaping its purpose. Instead of sticking to productivity-led use cases, many are embracing it as a creative playground for self-expression, storytelling and online identity.
From anime-style portraits and cinematic headshots to tarot-inspired visuals and fictional newspaper front pages, the model is being used to create highly stylised, shareable content. Features such as accurate text rendering, multilingual prompts and the ability to generate detailed visuals with minimal input have helped drive rapid adoption.
What sets the latest model apart is its ability to “think” through prompts, generating multiple outputs and adapting to context, including real-time web inputs. But the bigger story lies in how users are engaging with it.
In India, trends are already taking shape. Popular formats include dramatic studio-style lighting edits, LinkedIn-ready headshots, manga-inspired avatars, soft pastel “spring” aesthetics, AI-led fashion moodboards, paparazzi-style visuals and fantasy newspaper covers. Users are also restoring old photographs, creating tarot-style imagery and experimenting with futuristic design concepts.
Local flavour is adding another layer. Prompts such as cinematic portrait collages and Y2K-inspired romantic edits are gaining traction, blending global aesthetics with distinctly Indian internet culture.
The surge reflects a broader shift in how AI tools are being used in the country, moving beyond utility to creativity. As younger users, creators and social media enthusiasts experiment with new visual formats, AI-generated imagery is increasingly becoming part of everyday digital expression.
If early trends hold, ChatGPT Images 2.0 may not just be a tech upgrade but a cultural moment, giving millions a new visual language to play with online.
