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
Maharashtra revokes Ola, Uber, Rapido bike taxi licences
Temporary e-bike taxi permits cancelled as firms fail to meet state rules
MUMBAI: Maharashtra’s roads are set to see fewer zipping two-wheelers after the state government pulled the plug on provisional licences granted to bike taxi giants Ola, Uber and Rapido. Transport Minister Pratap Sarnaik announced in the Legislative Council on Monday that temporary permissions would be revoked.
“These companies were given permission for just a month and were required to submit certain documents. Since they have not complied, their temporary licences are cancelled. This is to ensure illegal bikes do not operate on our roads,” Sarnaik said.
The move follows the Maharashtra E Bike Taxi Rules 2024, designed to generate employment for local youth and offer commuters a cheaper, greener ride option. The rules, approved in August 2024, allow electric bike taxis in cities with over one lakh residents.
Under the policy, only electric vehicles can ply as taxis, and operators had 30 days to fulfil licensing and compliance requirements. Yet, officials claim many continued operations without meeting these conditions. Sarnaik added that a large number of bike taxis currently running in Mumbai and the wider Mumbai Metropolitan Region are illegal.
In a firm enforcement twist, the government has instructed authorities to focus on vehicle owners rather than riders when registering cases. Safety concerns, particularly for women passengers, and accident complaints have also been flagged by the transport department.
Since April 2024, Regional Transport Offices have taken action against 130 non-compliant bike taxis, collecting fines exceeding Rs 33 lakh. Authorities say further measures will follow to ensure services adhere to regulations before returning to city streets.
Maharashtra’s bike taxi saga has been a rollercoaster. Initially banned in January 2023 due to concerns over private vehicles ferrying passengers, the sector was later formalised through an electric bike framework in 2024. Provisional licences were granted in 2025, but the government now warns that any bike taxi operating on city roads without proper permits will be considered illegal.
Adding to the transport shake-up, the government has also halted the issuance of new auto rickshaw permits from March 9 to ease urban traffic pressures and safeguard livelihoods of existing drivers. A fresh standard operating procedure for future permits is set to go before the state cabinet soon.
Maharashtra commuters may have to find alternative rides as the state reins in its two-wheeled taxi revolution, leaving app-based bikers in a legal limbo.
