Brands
GUEST COLUMN: How can animation brands utilise communication tools to stay ahead
Mumbai: Animation brands have seen a considerable increase in the last three years. Animation is booming as a result of technological advancements and improved internet access. Through amusement and ingenuity, animated films and cartoons capture the interest of children of all ages. Animation is not only a terrific way to tell a story and interact with an audience, but it is also full of unlimited possibilities. People of all ages prefer animation since OTT sites such as Netflix, Disney+ Hotstar, and Amazon Prime Video cater to adults with animated material. People want to make a career in animation by mastering VFX and 3D animation and building a name for themselves. The Indian animation industry is expected to reach Rs 180 billion by 2024, with a 29 per cent annual growth rate. Animated content appeals to a wide range of age groups. Because of the shift in purchasing patterns, the industry has grown at an exponential rate. The Confederation of Indian Industries (CII) and the Boston Consulting Group (BCG) undertook a study of the Indian visual effects and animation business. It is predicted that this industry may potentially take 20–30 per cent of the global AVGC market. It currently accounts for only 10 per cent of the market. This has boosted competition in the animation sector, and brands are seeking new ways to reach a wider audience.
The goal of public relations (PR) in animation brands is to raise brand recognition in order to pique the audience’s interest and establish thought leadership in the industry. Public relations firms are branding and communication specialists who understand how to make brands newsworthy and relevant to today’s audiences. They also provide crisis management planning and response services to help brands ensure that their message is not lost in translation. Animation Brands can employ tried-and-true public relations (PR) tactics and activities to foster positive attitudes and behaviours about their company, which will help convert interested consumers into customers. Public relations tactics are very cost-effective and often allow brands more control than more broadly targeted advertising efforts. Consider using these public relations tools to help a brand’s reputation.
To keep them ahead, PR can benefit the animation industry in the following ways:
Builds brand awareness
Public relations (PR) are great for maintaining an image that will increase your audience reach. To keep ahead of the competition, animation brands can employ public relations strategies to raise brand awareness and assist them in gaining recognition. Any company or brand. They have the ability to use public relations tactics to effectively build an image and brand recognition. Public relations will help to increase brand awareness, reach, and consumer loyalty.
Educating about brand/industry
The animation industry is still relatively unknown, and many people believe it is primarily concerned with cartoons. However, with the advancement of technology and the internet, people are increasingly favouring animation. To keep the momentum rolling, public relations must invest in public relations. Public relations tools like blogs, newsletters, news feeds, social media posts, podcasts, and interviews can assist in educating the public about the animated film. Through public relations, brands may also inform people about how to create a career in animation and educate those who are interested in the profession.
Better exposure and engagement
Brand positioning and visibility can be achieved through public relations. The massive market makes it all possible; yet, one must comprehend the method for engaging the audience. Brands may use public relations to design campaigns that enhance engagement and awareness. PR techniques like press releases, social media platforms, and SEO can assist animation brands in reaching their target audience, resulting in increased brand exposure and engagement.
Permanence
Animation brands require longevity because they want to reach a broader audience and make their brand popular. Effective public relations techniques allow them to target their audience based on their target group’s interests, increasing their reach. Public relations can help animation brands achieve long-term success by establishing thought leadership in the industry.
To summarise, animation brands can utilise public relations in a variety of ways to achieve their objectives. It will aid in increasing exposure, awareness, and persistence with the previously mentioned variables. If you want to generate interest in your business, you must increase spending in a profitable and friendly way.
The author is Scenic Communication co-founder Anindita Gupta.
Brands
Dunkin’ Donuts to exit India as Jubilant FoodWorks ends 15-year franchise deal
The quick service restaurant giant is ending a 15-year franchise partnership with the American doughnut chain, even as it renews its Domino’s agreement for another 15 years
NOIDA: Dunkin’ is done in India. Jubilant FoodWorks Ltd, the country’s leading quick service restaurant operator, has decided not to renew its franchise agreement with the American coffee and doughnut chain, and will wind down its Indian stores in a phased manner before December 31, 2026, bringing a 15-year partnership to a quiet, loss-laden close.
The decision, approved by JFL’s board on March 30, 2026, ends a relationship that began with a Multiple Unit Development Franchise Agreement signed on February 24, 2011. JFL will now evaluate and undertake what it described in a regulatory filing as the “rationalisation and/or cessation of certain operations and/or sale, transfer or disposal of assets and/or assignment or transfer of franchise rights,” all in consultation with Dunkin’s brand owners and strictly within the terms of the original agreement.
The numbers tell the story bluntly. In the financial year 2024-25, Dunkin’ India posted a revenue of Rs 37 crore against a loss of Rs 19 crore — a haemorrhage that was always going to test the patience of a parent company recording revenues of Rs 6,104 crore and a profit of Rs 194 crore in the same period. Doughnuts, it turns out, were never going to move the needle.
The contrast with JFL’s handling of its other marquee franchise could hardly be sharper. Even as it walks away from Dunkin’, the company has just doubled down on Domino’s, signing a fresh Master Franchise Agreement on March 31, 2026, granting it exclusive rights to develop and operate Domino’s Pizza stores in India for 15 years, with an option to renew for a further 10.
JFL, incorporated in 1995 and promoted by the Bharatia family, operates a network of more than 3,500 stores across six markets — India, Turkey, Bangladesh, Sri Lanka, Azerbaijan and Georgia. Its portfolio includes Domino’s and Popeyes on the global side, and two home-grown brands: Hong’s Kitchen and COFFY, a café brand in Turkey.
For Dunkin’, India was always a stretch. The brand never quite cracked the cultural code in a market where filter coffee and chai command fierce loyalty and where the doughnut remains, at best, an occasional indulgence rather than a daily habit. Fifteen years, mounting losses and a parent with better things to spend its capital on was always going to be a difficult equation to solve.
The doughnut has had its last day. The pizza, however, is staying.
