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
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.
