MAM
Media depends on PR agencies for quality inputs: MSLGroup report
MUMBAI: We have heard stories about people struggling to make a mark in their chosen fields. Somehow, the number of such stories seems to be reducing. Thanks to the public relation work!
The PR professionals work behind the scenes to bring their clients to the forefront, also making reaching out to concerned people easier and accessible.
The “communication” industry has changed over the years and has become an integral part of today’s business. Be it brands or individuals, everyone needs that additional push to make it all work. But even the wand of the PR fairies would work only when one comes with a fat wallet! Considering the economic slowdown that has impacted almost all the sectors, even the PR sector must have been affected. Let’s see how…
As per the report by MSLGroup on ‘Public Relations in India: The impact of the economic downturn and the 2014 outlook’ highlights the tough time, the paradigm shift and the new possibilities.
With moderate growth and economic situation buffeting the currency, corporations have started working on the mantra: work leaner, battle for every square inch of the market and reduce budgets.
Till two years ago, the Indian PR industry was different from what it is today. It was battling with numerous questions – how to come together to find solutions to the talent crisis? How to ensure fees are commensurate with value delivered? What can be done to underscore the sector’s strategic value and change its image from that of a media manager to brand builder?
To keep a tab on how things have changed and how the industry is being perceived, not only from outside but within itself, the group put a pulse on the finger of the industry by commissioning a national survey of PR professionals. The focus was on the business environment, the challenges a slowdown presents and ways to negotiate it.
Numerous questions were posed to the participants (67) across cities (Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Ahmadabad, Pune and Mumbai). For instance when asked about which part of the marketing ecosystem has been most affected by the downtown, the respondents thought that the PR industry was second after the advertising agencies.
The report also quotes Eureka Forbes Marzin Shroff saying, “While it is true that businesses are facing turbulent times, the first thing most do is significantly reduce their marketing budget. We, however, are against this practice…. There are low-cost and even no-cost ways to market your product in order to keep your business on track even during difficult times. In view of this, our marketing budgets have not been significantly affected.”
The report also talks about the way forward – the industry needs to keep the focus on issues like adapting to new modes of communication, innovative thinking, talent, targeting the right industry, product mix and building relationship with clients.
The main learning from the responses stated in the report are:
1.There is an increase in the media’s dependence on PR consultants for coverage
2.Media is looking increasingly to PR agencies for quality inputs and content
3.Competition between media houses has made it tougher for PR consultants
The report goes on to focus on how there is a rise in the number of cheap smartphones and what it means for communications.
Since consumers are using smartphones to communicate in multiple ways, marketers need to take note of how smartphones are helping consumers in their purchase decisions. Considering that smartphones sales saw a record 167 per cent annual growth, the market was projected to hit $1 billion by the 1013 end as per industry estimates.
MAM
HUL appoints Pavan Bedi as CMO for Foods business
Veteran marketer with 22-plus years at Unilever takes charge of foods portfolio in Mumbai.
MUMBAI: HUL’s foods division just got a seasoned flavour boost because when it comes to seasoning success, Pavan Bedi knows exactly how to stir the pot. Hindustan Unilever (HUL) has elevated long-time leader Pavan Bedi to chief marketing officer for its Foods business, the company confirmed on 23 February 2026. Bedi, who has spent over 22 years with the FMCG giant, shared the news himself on LinkedIn, writing: “I’m delighted to share that I will be stepping into a new role as CMO Foods, HUL”.
Before this Mumbai-based appointment, Bedi served as global brand vice president for more than four years. His career is dotted with high-impact global roles: he was global brand director for Pond’s (based in Singapore), driving innovation across South Asia, Africa, and the Middle East, led the high-profile rebranding of Fair & Lovely to Glow & Lovely as global brand director; and spent six years shaping Lifebuoy’s “Purpose agenda” and “Social Mission”, forging public-private partnerships with the United Nations and other platforms.
Now overseeing HUL’s sprawling foods lineup from staples to snacks and everything in between Bedi steps into one of the company’s most dynamic verticals at a time when consumer tastes are evolving fast. His track record blending global scale, brand transformation, and purpose-led marketing makes him a natural fit for steering strategic growth and creative campaigns in the category.
In his LinkedIn post, Bedi underscored his enduring commitment to Unilever’s vision, framing the move as another chapter in a career built on long-term impact rather than quick wins.
For an organisation that thrives on trusted, household names, Bedi’s elevation is less a surprise and more a reminder, the best recipes for growth often come from ingredients that have been simmering for over two decades. Whether it’s rebranding icons or building purpose at scale, he’s now tasked with making sure HUL’s foods business stays as appetising tomorrow as it is today.
