Digital
Terribly Tiny Tales & Philips Airfryer celebrate love in #MakeNotBuy IG film
Mumbai: It’s that time of the year, when cupid weaves love in mysterious ways. With Valentine’s day 2024 around the corner, Terribly Tiny Tales, India’s most revered storytelling platform, renowned for its heartwarming narratives centered around love and relationships, unveils an IG film titled #MakeNotBuy with the Philips Airfryer, featuring newlyweds Mukti Mohan and Kunal Thakur, urging viewers to express their affection by preparing a romantic homemade meal for their partners this Valentine’s Day. The campaign beautifully portrays the idea that homemade gestures of love are irreplaceable, whether it’s cooking a favorite meal from scratch, baking cookies with care, or crafting a handmade card.
In our chaos-driven lives, we have almost forgotten to pause and reflect to embrace the simple pleasures of life. What alone happened to the charming old-school romance? The tiny acts of love, little surprises and intimate home dates over lavish outdoor spreads! High on nostalgia, the ad campaign is crafted to celebrate Valentine’s Day 2024 with a romantic culinary gesture with the help of a Philips AirFryer, to pleasantly surprise your better half and strengthen your bond. The essence of the love campaign is to add an extra layer of love, warmth and personalization to Valentine’s Day 2024, igniting passion and affection in your relationship. It encourages viewers to rekindle the romance this Valentine’s day by cooking a hearty homemade meal for your partner. The IG film features the recently married dance icon and actress Mukti Mohan and Indian Actor & Model Kunal Kapoor, for the first time as newlyweds, adding more authenticity and depth to the narrative.
Cooking for your partner is perhaps the most underrated expression of love, that can revive bonds and add a fresh perspective to your relationship. The #MakeNotBuy campaign by TTT, for Valentine’s Day 2024, is crafted with love compelling audiences to ditch that elaborate outdoor dinner this Valentine’s and instead opt to cook for your special ones. Picture your loved ones’ faces lit up with that simple bowl of their favorite comfort food, laced with a homemade aromatic coffee.
TTT CEO Anuj Gosalia, “ TTT has always celebrated the idea of romance and enduring relationships with every campaign. The #MakeNoBuy campaign for Valentine’s Day 2024, in collaboration with Philips AirFryer, celebrates the nuances of love and highlights the power of simplicity and warmth, in expressing love to your partners. With this campaign, we aim to inspire individuals to rediscover the joy of making for their loved ones, transcending beyond the conventional notions of romance. The campaign celebrates the charm of old school romance, and encourages viewers to go the old-fashioned way this Valentine’s. We believe that cooking for your partner, a seemingly ordinary act, holds immense power in conveying affection and strengthening bonds. We are certain that the campaign will be a success in stirring affection amongst partners and will encourage them to experiment with cooking. There couldn’t be a better collaboration than with Philips Air Fryer for the campaign to endorse this property, to weave a magical narrative that resonates deeply with our audiences.”
Versuni India chief marketing officer Pooja Baid, shared her excitement, stating, ” At Versuni, we believe in the power of love and its seamless connection with the culinary world. The #MakeNotBuy campaign is not just about flavors; it’s a celebration of the heartfelt moments we create through the joy of cooking. The overwhelming response to our #TasteOfLove campaign last year was truly heartening. This year, we are bringing it back with even more passion and creativity. Our goal is to reach a wider audience, spreading the message that a thoughtful, homemade gesture can create lasting memories. With Versuni’s exceptional range of domestic appliances, we empower consumers to make this Valentine’s Day and the entire month of love extraordinary.”
This Valentine’s Day is all about #MakeNotBuy. Here’s hoping we all wake up to baked muffins and coffee with our special one this Valentine’s.
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.
