MAM
Tata wins premium logo position on Jordan race cars for F1 Grand Prix ’05
They took the gamble in 2001, when India’s biggest
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corporate entity decided to back a ‘dark horse’ called Narain Karthikeyan. Now they are gearing to reap the rewards. The Tata Group’s logo has been assigned premium positions (refer diagram pics) on the Team Jordan automobiles that will race in the 2005 Formula One Grand Prix. The Tata Group’s logo will also find prominence on the helmets and the racing gear of the two drivers: Narain Karthikeyan and Tiago Monteiro.
The $14.2 billion Tata group has also been classified as the “Official Sponsor” of Team Jordan. The Jordan Car will be unveiled on 25 February in Russia. The Formula One 2005 calendar flags off with the Australian Grand Prix on 6 March.
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This also marks the beginning of a new chapter in the group’s endeavor to cultivate a global brand for itself; as F1 is a huge platform, globally. According to Romit Chaterji, vice president, corporate affairs, Tata Services Ltd, the group has a three dimensional approach towards leveraging the opportunity. Says Chaterji, “Within international markets it gives us two options. One, the world over, it starts creating the Tata name. Secondly, the magnitude of the whole F1 platform allows an opportunity which enables us to bring customers, business associates and key clients to the ring and offers excellent networking opportunities.”
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According to Chaterji, “In India, people feel good about the Tatas. And, Narain being the first Indian to drive at the F1 will definitely snap in a sense of pride and jubilation. Consequently, we will try and capitalize on this as much as possible through events, advertising and other ground activities.”
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Karthikeyan, supported by the Tata Group, BPCL and some other leading business houses, has demonstrated consistent performance in the Nissan World series recording wins in Magny Cours, France and Valencia, Spain, which are Formula one circuits.
Karthikeyan has earlier also test-driven for Formula One teams of Jordan, Jaguar and Minardi and has impressed one and all with his speed and determination to compete at the highest level.
Formula One team Jordan specifics:
– Team: Jordan
– Formed in: 1991
– Team Principal: Alex Schneider / Eddie Jordan / Trevor ……………………Carlin
– Drivers: Narain Karthikeyan / Tiago Monteiro
– Chassis: Jordan EJ15
– Engine: Toyota
– Tyres: Bridgestone
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
