MAM
The Mavericks pledges to observe “Together-Apart Week” every year starting March 2021
Reputation Advisory, The Mavericks India, has announced that it will commit to a “Together-Apart Week” every year, starting 2021. Coronavirus was declared a pandemic on the 11th of March by the World Health Organization (WHO). The week-long lockdown (Together-Apart Week) will be observed in the second week of March to commemorate the declaration and pay gratitude to the healthcare workers for their selfless service in these trying times. The world has been under siege since the outbreak with most of the countries worldwide under partial lockdown forced into compulsory quarantine and social distancing, thereby resulting in the downfall of several industries globally.
With more than 170K fatalities across 2.48 million cases as of 21st April and a mortality rate of 6.9%, COVID-19 is the worst pandemic of the modern era. According to the United Nations (UN), the global economy is expected to shrink by 1% instead of growing at 2.5% with millions of people losing their livelihood and an impending global recession. This crisis should not be forgotten easily and definitely not without us all both individually and collectively making a commitment to lead a more sustainable and healthy lifestyle.
The Mavericks will encourage each of its team members to lead a more balanced, healthy and sustainable lifestyle. This lockdown has taught us many lessons, besides the fact that how we have abused the environment and encroached into the lives of many animals pushing them to the verge of extinction; ironically enough we call animals with equal rights to this plant as wildlife. With PM2.5 and NO2 levels falling by 50% and 75% respectively in India, it doesn’t host any of the top 20 most polluted cities in the world since the lockdown, it hosted 14 of top 20 just 4 months ago, as of Jan of 2020.
During the week-long lockdown, all Mavericks will work exactly the way we've been during this lockdown – from the 25th of March to the 3rd of May; complete self-quarantine within the confines of our homes. In addition, post the current lockdown 10% of our team members will be working from home at all times. This will be done by rotation and our endeavour will push this rate to 25% by 2023.
Apart from these proactive steps, Mavericks would not ignore reactive steps like planting at least 100 trees for each of its team members and give back what we’ve usurped from other inhabitants of this planet.
Chetan Mahajan, Founder & CEO of The Mavericks said, “COVID-19 has served us the much-needed wake-up call and we’ve decided to respond to this call with action that is inspired by Mahatma Gandhi, “be the change you want to see in the world". It’s a small step but I’m confident that when we all come together to live more responsibly we can create a revolution that will make this world a better place. I urge more individuals, entrepreneurs and businesses to come together and own their responsibilities to the planet and its habitat. We also urge the WHO to announce the second week of March to be “International Together-Apart Week” in commemoration of the world’s battle against COVID-19.”
By staying indoors as part of the lockdown, we all have coincidentally developed habits that are good for the climate and ourselves, which includes minimal travel, mindfulness, lesser wastage and overall a conscious lifestyle. If this change in habit sticks and is encouraged by organizations through permanent efforts, it can help keep the toxic emissions lower even after this lockdown is lifted. Our initiative is aimed at developing a mindful consumption behaviour amongst team members. Moreover, staying indoors for a week every year will help us critically examine the impact of our daily activities on the environment without affecting the daily routine chores as we currently do.”
“While we all revise our business playbooks to navigate these unsettling times through robust technical infrastructure, digital tools, and alternate business plans, we must carry forward the valuable lesson of combined community action to deal with climate change. COVID-19 is not the first pandemic and will certainly not be the last one. Reliving the memories of the lockdown of 2020 will hopefully not let us forget the pain and loss of life we suffered and push us and the generations to come to not go back to the ignorant and selfish selves.” Chetan added.
Today, we have all the time to find the fine work-life balance in life, more time to spend with our families and more time to pursue our lost passion albeit in the confines of the four walls. We don’t intend to bury these learnings as we get back to our so-called normal lives.
While India and the world fight the COVID-19 pandemic, The Mavericks urges other organizations to take the pledge and join hands together to address another looming health emergency, as we all observe ‘Earth Day’ this year.
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.
