IAA appeals: “The world needs a breather”


In this time of crisis, the International Advertising Association (IAA) -India Chapter has urged the industry to take a deep breath through the appeal “The world needs a breather”. Madison BMB created a digital campaign for the industry body to raise awareness about the importance of fostering a safe work culture among business leaders.

The industry body, which has a unique mix of members that includes representatives from media, advertising, and marketing, is the first to respond to the recent concerns about toxic workplace culture in Indian advertising.

“We are in the midst of an unparalleled crisis,” said Megha Tata, president of the IAA India Chapter and managing director of Discovery Communications India’s South Asia division. She mentions that there is suffering and bereavement all around us. However, she says, as the saying goes exceptional times call for extraordinary responses. Communication is being used and will continue to be used, to strike a positive chord.

Tata believes that as a responsible business Association with a unique mix of members, including representatives from the worlds of marketing, advertising, and the media, they are appealing to all stakeholders of the industry to deal with one another with compassion, consideration, empathy, and kindness. She believes that that’s what there is to it. And it’s equally relevant.

She also expressed gratitude to Raj Nair and his team at Madison BMB for quickly responding to their request for a communication campaign to spread this message within our culture.

Nandini Dias, chairwoman of the IAA Leadership Awards Committee and CEO of Lodestar UM India, stated that the IAA has been encouraging industry leaders to follow Flexi-timings for three years through a well-managed campaign. It has been effective in eliciting a strong positive reaction.

Dias went on to say that the problems this time are different. They must restore lives and livelihoods regardless of where they serve or whether they are a member of a local or global organization. As members of the industry at all levels of the corporate ladder face unique challenges, they believe now is the time to reflect, look inward, and tap into the reserves of goodness that exist in all of us to lay strong foundations for long-term renewal.

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