MAM
MSL group India wins big at PR week Asia Awards 2014
MUMBAI: Close on the heels of winning 4 metals at the recently concluded Goafest Abbys 2014; MSLGROUP, the strategic communications and engagement consultancy of Publicis Groupe, and the largest brand and reputation advisory network in Asia and Europe added yet another feather to its cap! MSLGROUP India emerged winner in the Technology Campaign of the Year category for its entry for Sony Xperia Z1: ‘The Rise of Mobile Photography’ at the PRWeek Asia Awards 2014. 20:20 MSL bagged a Certificate of Excellence in the same category for its
‘Evernote Life Campaign.’
Ryusuke Fukushima, General Manager Marcomm at Sony India said, “It is a great pleasure to receive an award like this as our aspiration has always been to deliver the most engaging campaign in the industry. We would like to thank and congratulate our partner MSLGROUP’s creativity and passion to help us achieve this vision.”
“Evernote is the workspace where knowledge workers get work done. With a large and swiftly growing population of knowledge workers and professionals, India is a key market for us. Exposing our app to as many new users as possible is a major goal for us in India. In India we partnered with 20:20MSL a while back, and we’re happy to know that their knowledge and creativity has reaped them awards both this year and the last,” said, Troy Malone, General Manager – Asia Pacific, Evernote.
Jaideep Shergill, CEO India MSLGROUP had this to say on the award, “This has been truly a remarkable year from MSLGROUP. We are honoured to receive this prestigious award. This is a result of our commitment towards providing result-oriented services to our clients. I thank and congratulate our client for believing in capabilities and our entire team for their fantastic work.”
Narendra Nag, Vice President, said, “This campaign is a great example of art, code, and copy coming together to enable conversations and brand awareness. Sony has given us the opportunity and the freedom to think out of the box and build organic-first digital campaigns. The team is super-excited about this win but focused on making the next campaign bigger and better.”
Amrit Ahuja, Client Services Director, Technology and B2B lead Asia at 20:20 MEDIA had this to say on the Evernote campaign, “Evernote has been mandate for us since December 2010. The campaign on Evernote has broken all traditional boundaries of PR and the team has worked on a integrated campaign involving media, users, bloggers, academicians and developers. The team has shown exemplary passion and strategic thinking that has helped Evernote be the most awarded PR campaign for 20:20 MSL ever! Winning this award has been exhilarating experience for us and it feels great to get a recognition for a stupendous work done by the team at the most prestigious award for the PR fraternity.”
MSLGROUP’s winning campaigns are:
• Sony Xperia Z1: The Rise of Mobile Photography by MSLGROUP in India was awarded in the category Technology Campaign of the Year for successful real-time engagement with influential photographers and consumers through a virtual gallery. The campaign demonstrated deep capabilities the product and facilitated dialogue between consumers and unbiased photographers on the craft of imaging using a mobile phone.
• The Evernote Life Campaign by 20:20 MSL, was recognized with a Certificate of Excellence in the category Technology Campaign of the Year for its highly integrated online and offline storytelling elements to position Evernote as a vital digital lifestyle accessory for daily use that helped to increase user base by 100%.
Most business owners treat their working capital limit like a safety net. It sits there, attached to their current account, ready to be drawn on whenever cash gets tight. And for routine operations, that arrangement works fine. But there are specific situations where a lump-sum loan disbursed quickly into your account is the smarter financial move. Knowing when to pick one over the other can save you real money and keep your business from getting stuck.
The Fundamental Difference People Overlook
A working capital limit, often structured as an overdraft or a revolving credit facility, gives you access to funds up to a pre-approved ceiling. You draw what you need, pay interest on what you use, and replenish it as receivables come in. It is designed for short-term, recurring needs like paying suppliers or covering payroll gaps.
A term loan disbursed quickly, on the other hand, drops a fixed amount into your account. You repay it in instalments over a set period, with a clear end date. The interest rate is typically fixed or at least predictable. These two products solve different problems, and treating them as interchangeable is where businesses get into trouble.
When Speed and Certainty Matter More Than Flexibility
Here’s a scenario that plays out constantly. A retailer gets an opportunity to buy inventory at a steep discount, but the supplier wants full payment within 48 hours. The retailer’s working capital limit is already partially drawn. The available balance might cover part of the order, but not all of it. Requesting a limit enhancement takes days, sometimes weeks, because the bank reassesses your financials.
An instant business loan solves this cleanly. You apply, get approval quickly, and the full amount lands in your account. You buy the inventory, sell it at full margin, and repay the loan over the next few months. The cost of interest on that loan is far less than the profit you would have lost by passing on the deal.
This pattern repeats across industries. A logistics company needs to repair a critical vehicle immediately. A restaurant has to replace kitchen equipment before the weekend rush. A manufacturer lands a large order but needs raw materials upfront. In each case, the need is urgent, specific, and finite. A revolving facility wasn’t built for these moments.
The Hidden Cost of Over-Relying on Working Capital Limits
There’s a psychological trap with revolving credit. Because it’s always available, business owners tend to lean on it for everything, including expenses that really should be financed separately. When you use your overdraft to fund a one-time capital purchase, you reduce the buffer available for daily operations. Then, when a genuine cash flow gap appears the following week, you’re scrambling.
Worse, many working capital limits come with annual renewal. If your financials have dipped, the bank can reduce your limit or decline renewal altogether. If you’ve been using the facility for purposes it wasn’t designed for, your utilisation patterns can actually work against you during the review.
A distinct term loan keeps your working capital limit clean. Your revolving facility handles day-to-day operations. Your loan handles the one-off expense. This separation makes your balance sheet easier to read and your banking relationship easier to manage.
Interest Rate Math That Favours Term Loans
Working capital limits often carry floating interest rates pegged to the bank’s benchmark. The rate adjusts, and over time, especially when monetary policy tightens, your cost of borrowing can creep up without you noticing because you’re only looking at the small daily interest debit.
A fixed-rate term loan gives you certainty. You know exactly what each instalment will be, which makes cash flow forecasting more accurate. For a specific expense with a known amount and a defined payback period, this predictability matters. You can map the repayment against the revenue that expense is expected to generate.
A working capital loan structured as a revolving facility makes sense when your borrowing needs fluctuate week to week. But when you know exactly how much you need and roughly how long it will take to pay back, a term product is almost always cheaper in total interest cost. The discipline of fixed repayments also prevents the slow balance creep that plagues overdraft users.
When Your Facility Is Maxed and Opportunity Knocks
Perhaps the most compelling case is the simplest one. Your existing limit is fully utilised. Business is good, money is coming in, but right now the account is stretched. A new opportunity appears. You can either let it pass or find additional funding fast.
Waiting for a limit increase is not a strategy when timing matters. Applying for a separate short-term loan, getting approval the same day or the next, and funding the opportunity directly is a concrete action with a measurable return. You are not adding long-term debt to your balance sheet. You are financing a specific transaction that pays for itself.
The smartest business owners don’t treat all credit as the same. They match the product to the need. Revolving facilities handle rhythm. Term loans handle moments. Getting that distinction right is one of the quieter advantages a well-run business holds over its competitors.
