Digital
Vijay Sales renews its digital marketing association with Puretech Digital
Mumbai: The award-winning digital agency Puretech Digital has retained and expanded its mandate for Vijay Sales. The agency will handle performance marketing, organic search growth, social media marketing, and content marketing for the electronic store. The agency will focus on strategizing for creative content and amplifying the brand’s social media presence across all the social media platforms.
The brand has been closely working with Puretech Digital for the past one and a half years and they now look at a strengthened association that will drive the growth for Vijay Sales through a holistic view. Puretech Digital has played a vital role in the digital journey of Vijay Sales and has scaled exponential growth for the brand since 2020.
Speaking on the extension of the mandate, Puretech Digital CEO Prashant Deorah said, “We are very glad about the trust Vijay Sales has shown in us. What started as an engagement for the festival of Diwali has now turned into a multi-faceted union of us taking charge of the integrated digital growth of the brand. Vijay Sales has grown manifold with us since November 2020 and we have overcome a plethora of challenges through timely and effective solutions. We look forward to the next phase of our digital journey with them.”
Vijay Sales director Karan Gupta added, “Puretech Digital has been associated with us as our digital partner for over two years now and has been instrumental in implementing some noteworthy campaigns and projects. We are excited to see our strengthened association turning more fruitful and us achieving our renewed goals.”
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.
