Percept Profile Delhi has bagged a slew of new accounts from sectors ranging from consumer electronics to mobile gaming to power and energy and real estate. These include Luminous Power, PlayUp, Salora International and CREDAI.
The Delhi market, specifically, holds a position of prominence for the PR agency. Speaking to exchange4media, Rahat Beri, COO, Percept Profile, said, “Delhi has transformed its image from being known only for its political activities and being the Capital of India. With the growth and development of the region in terms of infrastructure and foreign investment, Delhi is beckoning MNCs who find the city an ideal place to set up their offices. This proves to be an excellent opportunity for Percept Profile, who has the experience working with some of the major brands in the relevant categories to explore its potential.”
The PR firm plans to provide innovative media campaigns and 360 degree communication activities to the new clients and help them reach out to the masses.
On the kind of work being planned for the new clients, Beri said, “After servicing diversified brands in the past, Percept Profile is foreseeing these brands as a great opportunity to showcase its excellence and commitment in providing PR duties in the area of sports, consumer electronics, real estate, retail and power and energy. We have strengthened our various domains by consolidating and specialising in 360-degree communication across spectrums. As each of these clients has diverse communication requirements, we plan to work on the overall communication as a strategic consultant so as to support the brands in taking a leadership position in their respective categories.”
The Indian PR industry has had debates on the importance and need of public relations for effective functioning of organisations, individuals and also the quality of reach it provides to them. Giving her expert view, Beri said, “The PR industry in India is still quite nascent as compared to its peers in the US and Europe. But with the explosion in media outlets and the rapid growth of the media industry, PR is increasingly seen by our clients as an important strategic tool. Clients in India, as I mentioned, are also increasingly expanding globally and require PR agencies to have an understanding of the global media landscape. The growth of the Internet as a medium of communication, coupled with 24x7 news cycles, has helped accelerate the growth of the overall PR industry.”
Discussing the growing importance of e-PR, she said, “The PR industry is establishing itself at a very fast pace, and the functions are gradually shifting from operational to strategizing. Building and enhancing brand image and planning fresh marketing strategies are the new facets of PR. Internet PR is one of the fastest growing functions of public relations today. Globally, e-PR has grown tremendously and has a wide reaching audience.”
According to agency’s official data, the size of public relations industry in India is estimated to touch over $10 billion by 2012, as more and more corporates are relying on public relations as a reliable mode of brand building. So, will the industry create benchmarks? Beri replied, “Recent estimates peg the current market at $6 billion and the projected growth seems promising. I have witnessed various path breaking campaigns executed by Percept Profile and peer agencies in the recent years and believe there is immense scope for the industry to grow qualitatively. Younger professionals entering the scene are brimming with fresh ideas and their enthusiasm, coupled with emerging mediums like social and digital PR, is sure to benefit the industry.”
“The changing patterns of mindset, coupled with the multiple choices and expansive knowledge, will drive the PR industry in India to reorganise the services. Those with the mettle of establishing the mechanics to meet and manage the fast-track information dimensions will lead the way. PR in India is not new, but the way of practising PR in the current realms of the market is yet to be fully established, and this will change the importance of the PR services being provided and financial returns to the agencies in the coming years. In the coming years, I am sure the Indian PR industry will boom and further cement its position in the international arena,” she concluded.