Now PR through MMS/SMS. Movies hold promise too.

The burgeoning number of IT companies have raised the bar of advertising and PR in India, especially those targeted at recruitments. A quick glance at the number of career supplements and the garish ads/articles carried in the same epitomizes the transformation in advertising/PR over the years. With immense competition among IT companies for the elusive "quality professional," creative departments that have hitherto allowed their juices to flow slouching on chairs and puffing away cigars is now trying to strech their creativity beyond the print and electronic media. While the internet and hot websites were targeted for "eyeballs," the growing number of mobile users and value adds dished out by service providers became a turf for the creative departments.

Very soon the diminutive multifuntional device that over 5 crore Indians use will be effectively leveraged by advertsing professionals for exercising their creativity. What with database of diverse professionals across the IT spectrum available with the service provider - it's a question of who moves first. Well, do not complain if you get a one liner about who is hiring along with the SMS/MMS your friend sent you. If you think the buck stops there, have a look at the game that is installed in your phone. A careful look at it will throw up brands like cadburys, coke, pepsi etc. dexterously placed so as not to miss the eye. Hey, it isn't loud, ok? In a while the Nokia for India phone will probably have characters in the game utter names of Indian IT brands, say, "Am Neil, a system analyst from Infosys who doubles up as agent XZZ."

Another emerging platform for the creatively inclined is the movie world. Ha! The bollywood, tollywood, kollywood etc. We have seen institutions and manufacturing units being featured in movie flicks. How about IT companies? Just imagine Shah Rukh saying, "Am Raj, Marketing Head, Enterprise Solutions at Infosys(Wipro, Cognizant etc...). Won't existing employees beam with joy? It'll be like sunshine for them...