MAM
Thumps Up goes Dabangg
MUMBAI: Cashing in on its association with Salman Khan, Coca-Cola’s aerated beverage brand Thums Up has tied up with the actor’s upcoming movie Dabangg 2 through the Thums Up ‘Being Dabangg’ initiative. Through this initiative Thums Up fans across the country will get an opportunity to meet Khan in person and win special Thums Up ‘Being Dabangg’ merchandise like T- Shirts, sun glasses and wrist watches.
The campaign will run till 13 February.
The national initiative is being launched across India (except in the states of Tamil Nadu and Kerala) and will leverage the popularity of digital media such as mobile phones (Both GSM & CDMA & IVRS) and internet amongst consumers across the country.
To create awareness about the Thums Up ‘Being Dabangg’ initiative, the company is also launching a television commercial which builds upon Thums Up’s core idea of ‘Will Do Anything For My Thunder’. Publicis’ advertising agency Leo Burnett is the creative force behind the TVC while it has been directed by Sameer Puri from Wacky Films. The campaign takes the tagline ‘Dabangg Toofani Hote Hain…..To AaoKuch Toofani Kartey Hain!’
Thums Up brand ambassador Khan said, “I have always believed in living life on my own terms, and doing something Toofani; and these attributes are what strongly connect me with my favourite Thums Up. Through this exciting and engaging initiative, I look forward to meeting the real ‘Dabanggs’ across the country; and celebrating the spirit of adventure.”
Coca-Cola India and SWA VP – marketing Anupama Ahluwalia said, “This latest initiative is a perfect unification of brand Thums Up’sToofani attitude and Salman Khan’s Dabangg personality. This exciting initiative will serve as a seamless binder between the real stars of the country and their inspiration – Salman Khan. We are confident that this unique initiative will strike the right chord with the consumers, encouraging them to do something Toofani every day.”
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.
