MAM
Govt of India joins hands with Google for a ‘Digital India’
MUMBAI: Working towards the Prime Minister Narendra Modi’s vision for a digital India, the Government of India has partnered with the online giant Google.
Announcing the initiative Department of Information Technology secretary RS Sharma said, “The Digital India programme has been launched with the vision of transforming India into a digitally empowered society and knowledge economy. It can bring India at par with other developed countries.”
“I’m happy Google is coming forward to roll out initiatives that will contribute to the Digital India vision. I’m sure others will come forward and join this movement.”
As a part of the plan, Google is going to run a number of campaigns in collaboration with the Indian government. Google would also develop a mobile application for the Prime Minister’s Office (PMO) aiming to bring the PMO to every citizen. The app will be developed through a contest to be soon launched by Google and MyGov, the citizen engagement platform of the government.
According to Google, the motive behind the contest is to showcase that ‘Indians can build a world class app’.
Google would also build a multi-language ecosystem on the web to help the government transition into the increasingly ‘mobile’ India.
In a bid to promote the digital empowerment of citizens, the company will push programmes like Helping Women get Online and getting Indian SMEs Online. This will also continue to map and photograph heritage and culture sites to bring them online.
Additionally, to encourage digital literacy and internet safety, Google will introduce curriculums for schools, officials and elected representatives.
Google India vice president and managing director Rajan Anandan added, “India is already home to the third largest number of internet users globally with 245 million users as of June 2014. We are on track to become the second largest user market by 2015 and a 500 million-user market by 2016. Yet, there are more than a billion people who will need to be brought online for India to realise the vision of a digitally connected, knowledge economy. Prime Minister Modi’s Digital India programme will play a transformational role in achieving this.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
