MAM
Indian publishing industry needs mechanism for co-existence of printed and e-books
NEW DELHI: Renowned author and Rajya Sabha member Pavan K. Varma, who is also the cultural adviser to the Bihar Chief Minister, has urged the publishing industry to provide the choice of printed books and e-books to its readers.
A mechanism should be formulated where printed books and e-books could co-exist to serve readers across all genres, he suggested at the ‘PubliCon 2014: Publishing across Platforms’ conference organised by the Federation of Indian Chambers of Commerce and Industry.
Varma said the digital format of books is becoming popular amongst youngsters but still people who belonged to the era of printed books prefer hardbound. The older generation finds it more fulfilling to read a printed book rather than on kindle. However, he added that refusing technology will only get these readers marginalised. Varma advised that one should adopt or reject a change only based on rationality. E-books are proving to be a rational change as they have trouble-free accessibility, easier storage and lesser cost as compared to the traditional form of books.
He said the number of books digitally processed at present is small and the revenue model still shows the printed books on top, but this situation is bound to change. With development in technology, more authors and readers are now switching to the digital format as it makes the product globally available.
Department of Land Resources secretary and author Vandana Kumari Jena said digital publishing is a new facet and the future belongs to it. The profile of both authors and readers has changed drastically over the years, and the young generation has taken to digital publishing quite positively. Numerous bookstores have closed over the past few years, which show the growing impact of digital publishing. However, it will take time to replace the hardbound books completely with digital books on kindle, I-pad and nook in India as the country still has a fair majority who love the look and feel of a printed book.
Underlining some of the advantages of e-book, Jena said fonts of digital content can be re-sized according to a person’s comfort level. For instance, if a person is visually impaired then s/he could easily increase the font to make the text readable. No additional lighting is needed to read digital books as the electronic devices have inbuilt illumination.
She said digital publishing has even opened doors for self-publishers who were looked down upon earlier. However, the emerging e-books also have some challenges such as fear of plagiarism and piracy, which may deter authors to use the medium.
FICCI publishing committee chairperson and director of Zubaan Urvashi Butalia said publishing is not limited to printed books, its scope has grown by leaps and bound. The electronic gadgets such as cellphones, laptops, tablets and I-pads have come to the fore as new platforms for information dissemination and books have also found a place.
She said digital publishing has also brought new models of book distribution and new platforms to read and interact with the book. Digital has enabled the creative industries, publishing services, technological innovations and the internet revolution, to become an integral part of the publishing process. Further, existence of numerous publishing apps clearly indicates that publishing is increasingly moving towards a mobile platform.
Speaking on the role of publishers, FICCI publishing committee co-chairman and adviser to Reed Elsevier India Rohit Kumar said a publisher is responsible for taking the thoughts of authors to the world and evolving technology and digitisation has emerged as a potent tool in this regard. In the fast changing world of book publishing, the onus is on a publisher now to adopt and adapt to the demands of both the authors and readers.
Later in his plenary keynote address, Green Gold Animation (Creator of ‘Chhota Bheem’) founder and CEO Rajiv Chilaka said content rules in the publishing industry and one must embrace the technological changes to sustain and survive in the long run. He added that publishers need to keep pace with today’s consumer and plan for tomorrow.
Chilaka stated that digital publishing has emerged as one of the best options for small publishers who want to enter the market as it involves lower start-up cost. Besides, the content never goes out of stock and is available globally with just a click of a button. Also, digital books have easier access as they can be downloaded or purchased from the confines of one’s home and additional costs such as shipping is not associated with it as in case of printed books.
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.
