ATLAS INC Conclave: Navigating the Shifting Landscapes of Diversity, Marketing and Entertainment in India
ATLAS SkillTech University and INC, the corporate club of ATLAS proudly came together to host the highly-anticipated ATLAS INC Conclave, centered around the theme “The Business Canvas.” This remarkable event witnessed the convergence of industry luminaries from diverse backgrounds, including HR, marketing, AI, media and entertainment sectors. Through a series of engaging panel discussions, they delved into critical subjects encompassing diversity and inclusion, innovative Gen-AI marketing strategies, and the dynamic landscape of the entertainment industry in India.
Panel 1: Advancing Diversity and Inclusion in the Indian Workplace
The inaugural panel, guided by Dr. Brillian S K, Chief People Officer at Times PRO, explored “Advancing Diversity and Inclusion in the Indian Workplace” with profound insights.
The panel was a powerhouse of knowledge, comprising:
- Harish Iyer, Head of Diversity, Axis Bank
- Anubhuti Banerjee, Founder & Lead, Employee Resource Group, TATA Steel
- Reena Patel, Head L & D, Sodexo India
- Kanishaka Chaudhry, Director, Business Transformation Services, Alvarez and Marsal
Together, these industry experts shared invaluable insights on innovative diversity practices, bridging cultural gaps, addressing unconscious biases within organisations and fostering inclusivity. The discussion explored the diversity of ethos, practices, gender and culture, paving the way for a more inclusive and harmonious work environment.
Key Highlights from the Panel Discussion:
“Diversity should be basis of everything and have a skill based approach to life”
Harish Iyer
Embracing Diversity
Organisations today are realising that they flourish when surrounded by a rich tapestry of individuals from different backgrounds, making diversity a prized asset. Organisations should strive to hire individuals who represent the diversity of the population they serve, breaking free from homogeneity.
A diverse workforce with varied experiences is a valuable asset for organisations, aiding them in tackling complex challenges effectively thereby making it a strategic advantage for organisations. The participants encouraged open discussions about various aspects of diversity, including caste and religion, in the workplace.
“Fostering a mindset of equality within educational institutions is crucial. Regardless of your background, identity or gender, it’s essential to embrace your true self. This will help create an environment where you can confidently reveal your authentic identity when entering the corporate world.”
Reena Patel
Equal Opportunities for All
Tata Steel’s remarkable initiative, the largest hiring drive for trans people in India, is a testament to recognising and addressing the unique challenges faced by this community, such as safety concerns and identity issues.
There’s a shift in the dialogue surrounding career gaps taken by women for personal reasons, emphasising the need to change the approach and recognise the value of housework.
“If a bud decides to fit in and be like thorns, we will never have a bloom”
Anubhuti Banerjee
The Essence of Inclusivity
Inclusivity should permeate every aspect of an organisation, not just in words but in actions and intentions. The scope of inclusivity extends to educational institutions, emphasising the importance of nurturing diversity from the very beginning.
Participants emphasised the importance of unlearning biases that society may have inadvertently taught and embracing differences to foster true inclusivity. The discussion touched upon issues like stereotyping women in advertisements and the campaign for same-sex marriages led by Harish Iyer.
“Agree to disagree”
Kanishaka Chaudhry
Bridging Cultural Differences
Acknowledging the vast array of cultural diversity in India, with over 3000 castes and 25,000 subcastes, companies are becoming more adept at understanding and respecting intercultural differences. Recognising that everyone is unique and should be treated as such is essential, with the pursuit of equity being a guiding principle.
The panel concluded by highlighting the critical role of equity and inclusivity in shaping not just workplaces but also society at large, leaving the audience with a wealth of thought-provoking insights to ponder.
Panel 2: Gen AI Powered Marketing Strategies
The ATLAS INC Conclave continued to push the boundaries of innovation and industry insights in its second panel discussion. This time, the spotlight was on “Gen AI Powered Marketing Strategies.” The panel comprised an impressive array of experts, including:
- Amit Chansikar, Group Director, Brand Communications, GOZOOP
- Chirag Shah, Vice President, Brand Solutions, Schbang
- Paritosh Anand, Senior Vice President, Digital Platform and Analytics, Reliance Industries Ltd.
The discussion, expertly moderated by Amiya Swarup, Partner, Marketing Advisory Services at Ernst & Young, revolved around the transformative impact of Gen-AI on brands and businesses. Topics ranged from consumer acceptance of AI in customer service to AI-driven content creation, hyper-personalisation and engaging customers. The panel also explored the nuances of AI tools like ChatGPT, AI’s role in product development and its influence in advertising. For students and professionals alike, this discussion shed light on the array of AI tools that can prove invaluable in the ever-evolving landscape of marketing and beyond.
Key Takeaways from the Panel Discussion
“If you’re not utilising AI, you’re already lagging behind the curve.”
Paritosh Anand
AI’s Impact on Brands
AI has found myriad applications in businesses, from identifying operational challenges to enhancing productivity and uncovering insights through data mining. In marketing, AI’s voice modulation is harnessed for creating celebrity-like voices in ads, while AI-driven content creation and chatbots have gained extensive use.
Consumer Acceptance of AI
The discussion illuminated the evolving consumer acceptance of AI as an integral part of customer service, representing a paradigm shift in the way businesses interact with their clientele.
“Sectors like healthcare and logistics are poised for substantial growth due to AI.”
Amit Chansikar
AI-Generated Content
Despite AI’s revolutionary influence, the core principles of marketing remain unchanged. However, AI has significantly accelerated the pace at which these principles are put into practice. Tools like ChatGPT can assist in devising marketing strategies, and AI-generated content swiftly uncovers the pulse of Gen Z in just seconds, aligning perfectly with the brief attention spans of today’s audience. AI-generated campaigns have ushered in the era of creative survival, with examples like the Britannia biscuit ad on the Bandra-Worli Sea Link and Dabur toothpaste’s campaign, which leveraged cultural diversity to break category norms. AI-generated videos have proven remarkably effective in capturing the customer’s attention.
“As AI interaction continues to rise, human interaction may become a luxury.”
Chirag Shah
AI’s Reach and Accessibility
The current trend is riding high on AI, offering broader reach and instant scalability. AI can handle mundane tasks, liberating space for creative exploration. Companies that build strong customer loyalty are likely to thrive, with AI enhancing personalisation and improving ROI. Brands are now using AI in customer relationship models, gaining insights and building customer communities through daily interactions.
AI as a Tool
AI serves as a valuable tool, not a replacement for marketing. It enhances processes, but the art of using AI effectively remains in human hands. AI has compressed the ideation-to-execution cycle, enabling faster product development and design. It has revolutionised brand and performance marketing by personalising ads and reducing content production costs while targeting the right audience at the right time.
AI’s Limitations
AI has its boundaries, struggling to understand sarcasm, facets of humor, biases, and cultural contexts. It cannot replace human judgment entirely. AI often yields biased predictions based on factors like countries and ethnicity. The ethical use of AI is paramount and human oversight remains crucial.
The expert insights shared by industry leaders emphasised the pivotal role of AI in reshaping the marketing landscape. As we concluded this discussion, it was evident that harnessing AI’s capabilities was the key to staying relevant and achieving success in the ever-evolving world of marketing.
Panel 3: The Business of Entertainment in India
The ATLAS INC Conclave wrapped up with a captivating third panel discussion, diving deep into “The Business of Entertainment in India.” This was an exceptionally illuminating session, featuring industry stalwarts:
- Srishti Behl, CEO, Phantom Studios
- Ankur Garg, Producer, Partner Luv Films LLP
- Rajesh Mishra, CEO, UFO Movies India
- Devendra D, CEO, Friday Filmworks
The discussion was masterfully moderated by Akshaye Rathi, Director of Aashirwad Theatres. Together, they explored the dynamic landscape of the entertainment industry in India. The topics ranged from the democratisation of content through streaming to the evolution in audience preferences and content creation across platforms. As AI continues to make waves, the panel delved into how it’s transforming the industry and the potential policy changes needed to keep up with this revolution.
Key Highlights from the Panel Discussion
“Streaming has ushered in a new era of content democratization, empowering creators to narrate their stories in their most compelling manner.”
Srishti Behl
Democratisation of Content
Streaming platforms have opened the doors to democratizing content, allowing creators to tell their stories in the most authentic and captivating manner.
“The audience, content creators, and platforms are all in a state of ongoing evolution.”
Devendra D
Evolution of Audience and Content
A transformative evolution is taking place among audiences, content creators, and platforms. Algorithms often dictate what viewers should watch, offering valuable insights for content creators.
Diverse Consumption
Consumers now embrace content in various formats, and with a significant portion of the population lacking access to cinema screens within a 5 km radius, the reach of streaming is extensive.
Universal Appeal of Good Stories
Irrespective of the format, well-told stories resonate with audiences, crossing geographical boundaries and appealing to diverse viewers.
“Censorship in the world of cinema has become obsolete, especially as OTT platforms now practice self-regulation. It’s time to extend the same courtesy to traditional cinemas as well.”
Rajesh Mishra
Modernising Censorship
The panel discussed the outdated nature of censorship in cinemas and contrasted it with the self-regulation in the OTT space. They advocated for extending a similar courtesy to cinemas.
“AI represents the elephant in the room, and we must decide our stance. Are we content with AI taking our jobs, or do we aim to embrace technology, explore job creation opportunities, and equip ourselves for these emerging roles?”
Ankur Garg
The Role of AI
AI emerged as a prominent topic, with a call to determine how the industry should approach it. The question posed was whether AI should be seen as a job-taker or a technology that can create new opportunities and enhance capabilities.
In this captivating finale, the panel not only explored the evolution of entertainment in India but also posed fundamental questions about the role of technology and the need for adaptive policies to stay ahead in this dynamic industry.
The ATLAS INC Conclave has been a beacon of enlightenment, shedding light on the transformative forces shaping the realms of diversity, marketing and entertainment in India. The insightful discussions underscored the importance of embracing change and adopting innovative strategies to stay ahead in these rapidly evolving industries. As the curtains fall on this exceptional event, it is clear that it was a resounding success, leaving attendees equipped with a wealth of knowledge and a renewed sense of purpose in navigating the ever-changing landscapes of business and entertainment in India.
