Malaysia Airports will continue its collaboration with TEAM LEWIS, tasking the agency with leading public relations and social media for its commercial services. This renewed partnership aims to enhance the retail experience for travellers at Malaysian airports.TEAM LEWIS's responsibilities will encompass integrated PR, digital storytelling, and event support, all designed to highlight the dynamic and valuable retail offerings within the airports.This ongoing collaboration underscores TEAM LEWIS's position as a reliable communications partner, helping to craft narratives that support Malaysia Airports' goal of connecting people, places, and opportunities.Ann Chong, Managing Director of TEAM LEWIS Malaysia, stated, "This renewed partnership signifies a shared dedication to progress, building trust, and developing relevant stories that improve perception and drive growth. As Malaysia Airports anticipates increased tourist arrivals for Visit Malaysia Year 2026, we are proud to offer the energy, insights, and assurance needed for them to excel, particularly within the constantly changing retail environment. Together, we are not just supporting a brand but a national symbol of pride and connectivity."This continued partnership demonstrates Malaysia Airports' confidence in TEAM LEWIS's strategic approach and creative implementation, further solidifying the agency's significance in Malaysia's communications sector.(Image by Jan Vašek from Pixabay)

Following a competitive pitch process, StickyGinger has successfully retained the PR mandate for FUJIFILM INSTAX, strengthening its partnership with the global leader in instant photography. The mandate now extends beyond the GCC, with new markets added in Egypt and Iraq. StickyGinger’s innovative PR approach will amplify FUJIFILM INSTAX’s presence across the region through compelling storytelling and engaging campaigns, elevating the iconic brand with impactful narratives and strategic partnerships, targeting new generations of consumer. “We’re excited to continue our journey with FUJIFILM INSTAX into 2026,” said Heba Hemdan, Head of PR of StickyGinger. “Partnering with a brand that leaves an unforgettable impact through innovation and cultural insight has allowed us to build on the incredible work they already do. We look forward to capturing more moments, elevating the brand even further, and introducing its fun, vibrant world to new regional audiences while maintaining the energy, excitement, and creativity we've already brought to the GCC.” The agency’s work with INSTAX has produced impressive results, connecting the brand with consumers through dynamic influencer-driven campaigns, experiential events, and vibrant storytelling. With the addition of Egypt and Iraq, StickyGinger will leverage the brand narratives even further through its diverse, multi-lingual team and cross-platform integration to further drive engagement and brand loyalty. “To continue being the trusted partner for INSTAX is a testament to the strength of our relationship with the regional team,” said Dalia Farghaly, PR Director and INSTAX Account Lead. “We work with a brand that already embodies cool, and we focus on elevating that even further. Creating impact is not just about spreading a message; it’s about crafting the right stories with the right people and partners – and we’re excited to keep pushing the limits of creativity, together with INSTAX.”

Arushi Khanna has joined Qualcomm India as Lead – PR, Social & Influencer, marking an exciting new chapter in her communications journey. She announced the move on LinkedIn, writing:“A new chapter begins!After an incredibly transformative and fulfilling journey at Xiaomi India, it’s time to turn the page. I’m thrilled to share that I’ve joined Qualcomm as India Lead – PR, Social & Influencer.Grateful for all the learnings, challenges, and friendships built over the years. A heartfelt thank you to everyone who’s been a part of this journey – your support and trust have meant the world.A special shoutout to Savi Soin, Sumit Sonal, Clare Conley, Saurabh Arora, Manmeet Singh, Sahil Arora – thank you for believing in me and giving me the opportunity to grow, lead, and build meaningful work together.Excited to contribute to Qualcomm’s mission of enabling next-generation digital transformation. Here’s to NewBeginnings and crafting stories that make an impact!”Prior to joining Qualcomm, Arushi spent close to four years at Xiaomi India, serving in key roles such as Product PR Lead, Assistant PR Manager, and Senior Specialist – Strategic Communications. Her earlier roles span top agencies like Avian WE, MSL, and Cohn & Wolfe, where she led impactful PR campaigns and media relations for leading brands.

A Shift That’s Already HappeningArtificial Intelligence is no longer just a tech buzzword, it's quietly reshaping industries across the board. In PR and marketing its influence is becoming impossible to ignore. From automating routine tasks to predicting audience behaviour AI is rapidly becoming part of the toolkit for professionals who want to stay ahead.This isn’t about distant possibilities. It’s already happening and the pace is accelerating. In 2023 Salesforce reported that nearly 9 in 10 marketers around the world are using AI in some form. And according to McKinsey, AI could generate over $2.6 trillion in value from marketing and sales activities alone. These aren’t experimental pilots anymore, there are real applications being used at scale. From Gut Instinct to Data-Driven ActionPR and marketing have traditionally been driven by experience, creativity, and intuition. Those strengths still matter but now they are being paired with tools that can sift through vast amounts of data in seconds.For instance AI tools can monitor thousands of news outlets and social platforms in real time, flagging brand mentions or sentiment shifts the moment they happen. That gives teams the chance to act faster, respond smarter, and even prevent potential crises before they snowball.In marketing AI is being used to tailor messages down to the individual. Based on someone’s browsing history, purchase behaviour, or even time of day, AI can help brands serve up personalised ads, emails, or product recommendations automatically. A report by Epsilon found that 80% of consumers are more likely to buy when they receive personalised experiences. That level of targeting would have been unthinkable a decade ago. More Than Just AutomationAI doesn’t just save time, it adds a new layer of intelligence. For PR professionals it can suggest which journalists are most likely to be interested in a story based on what they have covered in the past. For marketers it can predict which headlines will perform best or what time of day a campaign should launch to get maximum engagement.Content creation is also being reshaped. Tools like ChatGPT or Jasper can draft blogs, product descriptions, or email campaigns in seconds. While these drafts still need human editing they offer a great starting point especially when deadlines are tight.But even as these tools become more capable there’s a clear limit to what AI can do on its own. Where AI Falls ShortAI is great at analysing patterns but it still struggles with nuance. It doesn’t understand cultural context, emotional tone, or the unspoken cues that experienced communicators pick up on. It can’t tell if a headline feels tone-deaf in a sensitive moment or if a press release sounds flat instead of inspiring.These are things only humans can fully grasp. Emotional intelligence, cultural awareness, and timing still matter deeply in how people respond to a message. In a time where brand trust takes time to earn but can disappear overnight, human judgement becomes essential more than ever. New Tools, New ResponsibilitiesAs AI becomes more powerful it also raises new questions. One big concern is content authenticity. With AI generating everything from social posts to deepfake videos, how do we know what’s real? And how do we make sure our audiences still trust us?Bias is another issue. AI systems are trained on existing data and if that data is flawed or incomplete the results can be too. If we are not careful AI can end up reinforcing stereotypes or leaving diverse voices out of the conversation entirely.There are also growing concerns about privacy. AI thrives on data but as governments tighten data protection laws like GDPR in Europe or the new data privacy law in India, PR and marketing professionals will need to be more transparent and careful about how they collect and use information. What Comes NextIt is clear that AI will continue to reshape how we work. In the near future we’ll see more real-time feedback on campaigns, more adaptive messaging based on audience behavior and tools that can generate creative options for us to choose from, not just analyse what we have already done.But even in this future the most valuable skills won’t just be technical. They will be human. Knowing how to tell a compelling story, how to connect with real people and how to build trust with those skills will become even more important, not less.The TakeawaySo, is AI the future of PR and marketing? Yes, but not in isolation.AI will become a powerful part of our process. It will make us faster, smarter, and more efficient. But it won’t replace the creative spark, the empathy, or the judgement that truly great communication needs.The future belongs to those who can work with AI without losing the human voice at the heart of it all.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success.The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes.With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In conversation with Adgully, Priyanka Bhatt, Founder & CEO of Equations PR & Media, shares the inspiration behind launching the agency, its core mission, and what sets its integrated digital-first PR approach apart. She also discusses tailoring strategies across sectors like SaaS, healthcare, and alco-bev; talent cultivation across Mumbai and UAE; key hiring attributes; ROI-driven KPIs; future plans for new markets, sectors, and long-term vision. What inspired you to launch Equations PR & Media in 2014, and how did your early experiences at Canvas Entertainment shape the firm’s DNA?In 2014, I sensed a missing gap in the PR industry, while most agencies chased top-tier retainers and only media relations, no one was focusing on building a “safe space” for startups to grow with strategic storytelling. I was 24, surrounded by young entrepreneurs, and driven by a zeal to create impact for brands that didn’t have massive budgets but had bold ideas. My early stint at Canvas Entertainment gave me a solid foundation in business acumen, leadership, team management, going out of my comfort zone, experimenting with bold ideas, redefining what new could be done in the PR industry but the constraints of corporate life made me crave freedom to create, innovate and execute without hierarchy. I had a strong risk-taking appetite and knew that stepping out of my comfort zone was necessary to build something meaningful and long-term.With Equations PR & Media, the goal was clear: deliver 5X results with budgets that clients could afford, backed by smart media strategies and authentic brand story-telling. Today, that vision has led us to partner with over 200 + brands, many of which were startups that trusted us in their 0 to 1 journey. Equations was born not just out of ambition but out of a need to redefine how early-stage storytelling could scale visibility, without burning out a founder’s budget. How do you define Equations’ core mission today, and what sets your integrated “digital first” PR approach apart in a crowded market? At Equations, our core mission is to be a creative-led, results-driven communications hub that helps brands narrate their most authentic stories, with measurable business impact at the center. We pride ourselves on being an ideas-first agency, where strategy is born from insight and deep research, not just mere templates. Every pitch, campaign, and media narrative is rooted in deep research and relevance. With a digital-first approach, we don’t just chase media coverage; we craft brand stories that are optimized for virality, SEO, and digital traction aligning perfectly with the current content consumption patterns. Our research-driven capabilities help us identify what will work best for your industry, audience, and platform ensuring sharper positioning, stronger messaging, and higher visibility. We operate with a hustler mindset, whether it’s chasing tight deadlines, securing coverage in top-tier publications, or turning a small story into a powerful campaign, we believe in outworking the noise. Unlike traditional PR models, we deeply focus on measuring real business impact from audience engagement and lead generation to website traffic spikes and investor interest. What truly sets us apart is our strength as a creative + content powerhouse, where storytelling, brand voice, visual campaigns, and media relationships work in perfect synergy.We’re not just a PR agency; we’re a strategic partner for brands that want to scale and grow their business and use PR and strategic communications to stand out in the clutter. From press to podcasts, memes to thought leadership, we design multi-platform campaigns that start conversations. In a crowded market, we don’t just push brands forward. We make them unmissable. Equations works across startups, SMEs and large enterprises in verticals from SaaS and healthcare to alcobev. How do you tailor your PR and digital marketing strategies to such diverse industries? We believe that no two industries or brands are the same. What works for a D2C skincare brand may not move the needle for a B2B SaaS product. That’s why our approach starts with understanding the client’s ecosystem inside-out. We invest heavily in in-depth research from decoding industry trends and mapping competition to understanding cultural nuances and media tone. This gives us a foundational layer to build positioning that’s both relevant and timely. More so, it’s about understanding what truly ticks with consumers and what’s leading to the buying behaviour and purchase decision. PR in today’s world is no longer just about press releases and media placements. It’s a mind game. It’s about understanding what keeps your audience awake at night and creating stories that comfort, inspire, connect, or challenge them. Our strategies are built by first mapping the pain points, desires, needs, desires, fantasies and decision-making patterns of our customers. We use that insight to design communication that triggers emotional connection and recall. Whether we’re working with a fast-scaling startup or a legacy enterprise, we treat every brand story like a movement in the making. We focus on digital-first storytelling content that is platform-optimized, SEO-backed, and conversation-worthy. In an age of information overload, we build strategies that go beyond brand awareness, we engineer brand affinity. And that involves strategic partnerships, creator collaborations, and aligned community narratives. We also customize tone, format, and content cadence based on industry and audience behaviour from long-form explainers for SaaS to bold, edgy storytelling in alco-bev and lifestyle.Our goal isn’t just to make noise. It’s to make intentional, meaningful noise that moves your brand forward in the minds of your customers, stakeholders, and the media. You have built a strong reputation with VC backed ventures—what are the biggest PR challenges early stage startups face, and how do Equations help them overcome these? One of the biggest pain points early-stage start-ups face is visibility, especially the kind that translates into investor attention. Most of them are busy building the product, and PR often takes a backseat until they realize that even the best products need storytelling to get funded. We’ve closely worked with seed to Series C+ start-ups, and we understand how critical it is for them to stand out in a sea of pitches. That’s why we approach PR for start-ups as a reputation-building engine, not just as a promotional tool. We help them establish thought leadership early on, positioning founders as experts in their domains by getting them featured in industry stories, startup columns, ecosystem events, and podcasts, amongst others. Our team actively nurtures relationships with startup and VC-focused journalists across top-tier publications. We don’t just pitch stories, we build narratives that align with the market pulse and investor appetite. We also understand the importance of creating a safe, founder-first PR ecosystem. In the last decade, we’ve supported 200+ start-ups, many of whom raised multiple rounds post their brand narrative hitting the media. Our “less budget, more noise” mindset is what allows us to create maximum impact with lean resources, something every early-stage founder truly value. Beyond media coverage and social metrics, what KPIs or business outcomes do you track to demonstrate ROI to clients? One of the most complex yet essential aspects of PR is measurement. Unlike digital ads where ROI is numerically defined, PR has long battled the challenge of quantifying impact. However, in today’s evolving landscape, technology and AI-powered tools have helped bridge that gap significantly. At Equations, we go beyond vanity metrics like social likes or shares and dive deep into qualitative and quantitative PR intelligence. We measure: Impressions & Reach: To evaluate how far our messaging has traveled across platforms, both traditional and digital. Share of Voice (SOV): We track how much of the market conversation a brand owns compared to competitors especially during campaigns, product launches, or funding announcements. Message Penetration: We analyze whether the key messages delivered during PR outreach are consistently represented in media articles and interviews. Tonality & Sentiment Analysis: This helps us assess if the brand is being positioned positively, negatively, or neutrally, and allows for quick pivots in communication if needed. Qualitative sentiment with media stakeholders: Regular perception audits with senior journalists, Editors, influencers help us gauge how effectively our PR is working and how the needle has moved in terms of recall. Visibility Index: A composite metric that factors in volume, quality of coverage, tier of publication, journalist credibility, and relevance to the brand’s business goals. Backlink Quality: For digital PR, we also track how many high-authority backlinks we’re able to generate from earned media feeding into SEO health. Influencer Integration Metrics: For campaigns involving influencers or content creators, we track engagement rates, saves, shares, reach, and conversions through tracked links. We also leverage AI and real-time analytics tools such as Meltwater, Wizikey, Trendkite, Brandwatch, and SEMrush, depending on the client and scope. These allow us to track sentiments and conversations globally, analyze competitor coverage, and even suggest optimized outreach windows. That said, PR is ultimately about volume and resonance. There’s a saying “Action speaks volumes,” and we believe PR’s volume lies in how deeply people remember, repeat, and act upon your message. Over 10+ years, how have you cultivated and retained talent across your Mumbai and UAE offices, and what key attributes do you look for when hiring PR and digital specialists? Culture is our foundation. From day one, Equations has been built on the idea of creating a space that feels like a launchpad, not a cubicle. We’ve fostered an environment where creativity thrives, ideas are welcomed, and execution is non-negotiable. We believe in “people-first, pressure-never.” Over the years, we’ve transitioned from a traditional media agency to a digital-first, integrated PR hub, especially with the rise of D2C brands who demand agility, visibility, and storytelling at scale. This transformation required not just new tools, but new talent mindsets. In both our Mumbai and UAE offices, we’ve focused on hiring talent that: Has a “hustler mindset” with the ability to multitask across platforms. Thinks strategically and creatively someone who sees content, comms, and commerce as a cohesive funnel. Is digitally literate and understands how PR isn’t just about media placements anymore, but also about influencer networks, SEO, and digital brand presence. Embraces AI tools and automation as enablers, not threats. We actively train and upskill our team in using AI-enabled platforms as they adapt with changes which improve productivity, but also allow us to stay ten steps ahead in understanding audience insights. We’ve cultivated talent through: Mentorship-led leadership over rigid hierarchies. Cross-industry exposure, giving team members a chance to work with everything from fintech to fashion to alco-bev to crypto making them multidimensional professionals. A strong learning loop, where we hold weekly internal huddles to break down case studies, new media trends, or AI integrations. Encouraging ownership and risk-taking from even our youngest hires. That’s how we grew with startups. We mirror their spirit internally. As a firm working extensively with VC-backed startups and global D2C brands, we understand that speed, storytelling, and sustainability in strategy is what sets the new PR narrative apart. So, we hire people who think like builders, not just executors. Retention for us is not about perks; it’s about purpose. We’ve seen our team members evolve from interns to leads because they’ve been trusted with meaningful work, had their voices heard, and been given space to grow. Looking ahead, what new markets, sectors or service lines are Equations PR & Media planning to explore in the next 2-3 years, and what’s your long term vision for the company? Since our inception, Equations PR & Media has been deeply embedded in the startup and the SME ecosystem. Our early focus on tech-driven, VC-backed startups allowed us to shape and scale early-stage companies from scratch especially in domains like SaaS, fintech, edtech, healthtech, AR, and VR. As we evolve, we are actively steering our direction towards B2C / D2C consumer brands that are bold, disruptive, and brands who have a purpose. From D2C beauty to consumer gadgets, our aim is to craft mass resonance through relatable and real-time campaigns. With the rapid emergence of AI-led deep tech brands, our agency has already built domain expertise in telling complex innovation stories in simple, impactful ways. We aim to further specialize in PR for AI-first and deep-tech ventures to help them build trust, visibility, and public understanding. On the other side, there’s a growing demand for brands that reflect emotional story-telling, values, and purpose. We’re preparing to work with lifestyle, fashion, and sustainability-first labels those who are rewriting what culture means in 2025 and beyond. 

Altair Media has been appointed by Miss World Limited as the official Public Relations agency for the 72nd Miss World Festival, scheduled to take place in Telangana from May 7 to May 31, 2025. Bringing together participants from 140 nations, the globally renowned event will serve as a key platform to showcase Telangana’s cultural heritage, tourism potential and expanding international prominence.                                                                                                                                                                                                                                The festival is set to attract extensive national and international media coverage, reinforcing Telangana’s position as a destination where tradition and modernity converge. With a strong emphasis on safety, seamless connectivity, and world-class infrastructure, the event aims to provide an exceptional experience for visitors while highlighting the state’s traditional arts, crafts, and cuisine.In addition, the festival will spotlight Telangana’s growing influence in sectors such as healthcare, eco-tourism, and entertainment. A strategic digital campaign and international media collaborations will further enhance the state’s global presence, strengthening its reputation as a premier destination for culture and tourism.Julia Morley, CBE, Chairman & CEO of Miss World Limited, expressed confidence in Altair Media’s ability to drive global engagement for the event. “Altair Media has demonstrated exceptional expertise in managing large-scale international events. Their professionalism and innovative approach were evident during the recent press conference in Telangana, where they seamlessly coordinated media interactions and promotional activities. We are delighted to have them as our PR partner for the 72nd Miss World Festival.”Ashwani Shukla, Founder of Altair Media, shared his enthusiasm for the collaboration. “We are honored to be entrusted by Miss World Limited as the official PR agency for this landmark event. The 72nd Miss World Festival is more than just a global pageant, it is a transformative platform that will position Telangana as a premier tourism and cultural destination. Our team is dedicated to executing a dynamic and impactful communication strategy that will not only celebrate the essence of the festival but also showcase.”Altair Media: A Legacy of Excellence in Public RelationsEstablished 14 years ago, Altair Media has built a distinguished reputation as one of India’s leading public relations agencies, known for its expertise in brand communication, media relations, and large-scale event promotions. The agency has successfully executed high-impact PR campaigns across diverse industries, including fashion, entertainment, and corporate sectors.Telangana’s Rich Heritage & Modern Aspirations to a Worldwide Audience.The 72nd Miss World Festival is poised to make a lasting impact on the global stage, solidifying its status as one of the most prestigious international events. As it welcomes participants from 140 nations, the festival will celebrate beauty with purpose, cultural diversity, and global unity. With extensive media coverage and a compelling public relations strategy led by Altair Media, the event is expected to captivate audiences worldwide, creating new opportunities for cultural exchange, tourism, and global engagement.

PRCA MENA – the regional arm of one of the world’s largest public relations and communications association – hosted its latest edition of the Leaders Breakfast in collaboration with Media Mantra at the iconic Fouquet’s Downtown Dubai.The exclusive gathering brought together a curated group of senior communications professionals for a candid and insightful discussion on leadership, collaboration, and the dynamic evolution of the PR and communications industry.Commenting on the event, Conrad Egbert, Head of PRCA MENA, said:“In a fast-paced industry like ours, it’s important to pause and engage with one another beyond the day-to-day. These breakfasts offer a much-needed space to reflect, connect and share ideas that matter.”Udit Pathak, Founder and Director of Media Mantra, added: “It was a pleasure to partner with PRCA MENA and bring together such a strong mix of industry voices. Honest, real conversations like these are key to shaping a stronger, more united communications landscape.”The PRCA MENA Leaders Breakfast series continues to serve as a vital platform for meaningful dialogue, fostering deeper connections and enhanced collaboration within the region’s PR and communications community.

Adfactors PR has announced the appointment of Rajiv Bhuva as Vice President. With over two decades of experience in business journalism and public relations, Rajiv brings deep expertise in financial reporting, strategic communication, and content development.An MBA in Finance, Rajiv has extensively covered markets, the economy, banking, and alternative investments through his editorial stints at Outlook Business, Business Today, Fortune India, and YourStory.Prior to joining Adfactors PR, he served as Head – Content and Research at The Good Edge Public Relations, where he led initiatives around intellectual property (IP) creation and strategic advisory.In his new role at Adfactors PR, Rajiv will be responsible for offering strategic counsel, crafting creative communication solutions, and driving team efficiencies.

PRCA MENA – the regional arm of the world’s largest professional PR association – has announced the winners of the PRCA MENA Young Lions PR Competition 2025: Raneem Saleeh and Youssef Yammine from Burson, for their powerful and purpose-driven campaign titled “Believe in your 2.5%.”The winning team clinched the top spot after a competitive final round held on 15 April, where six shortlisted teams presented their ideas to a distinguished jury comprising industry leaders from across the MENA region. Their campaign stood out for its strategic creativity, thoughtful storytelling, and strong alignment with this year’s humanitarian theme.The jury for the final round included:• Ahmad Itani, Chair of PRCA MENA Advisory Board and Founder & CEO, Cicero & Bernay Communication Consultancy• Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations, Al-Futtaim Automotive• Louise Jacobson, Managing Partner, Brazen MENA• Raefah Makki, Head of Individual Giving & Campaigns, UNHCR• Sophie Simpson, Managing Director & Founder, Ruder Finn AttelineThis year’s brief was developed in collaboration with UNHCR, the UN Refugee Agency, and challenged participants to craft a compelling campaign that raises awareness and drives advocacy for displaced communities across the region.As winners, Raneem and Youssef will go on to represent the MENA region at the Cannes Lions International Festival of Creativity in France this June.Conrad Egbert, Head of PRCA MENA, commented:“It was a tough decision for the jury; each campaign was impactful, innovative, and deeply rooted in purpose. Congratulations to Raneem and Youssef from Burson for their exceptional work—we can’t wait to see them shine at Cannes.”Raefah Makki, Head of Individual Giving & Campaigns at UNHCR, added:“This year’s partnership with PRCA MENA was a significant step in leveraging the power of communication to amplify the voices of displaced people. ‘Believe in your 2.5%’ captured that vision beautifully, and we are excited to see how it resonates on a larger stage.”The 2025 competition saw participation from 46 young professionals representing 12 leading agencies across the region, including: Action Global Communications, BPG Group, Burson, Cosmopole Consultancy, Current Global MENAT, Gambit Communications, Houbara Communications, Memac Ogilvy, Saatchi & Saatchi Qatar, Seven Media, The Romans, Weber Shandwick MENAT.

The Public Relations Consultants Association of India (PRCAI) has announced the guidelines for its upcoming elections, scheduled to culminate at the Annual General Meeting (AGM) on May 2, 2025. This election will determine the composition of the Managing Committee (MANCOM) and the Extended Executive Committee (EXCOM) for the term 2025-2027.In a significant move to align with the evolving communications landscape, PRCAI has revised the nomenclature of select MANCOM positions and introduced a new EXCOM role, reflecting the association's commitment to driving progress in key areas. The EXCOM will now include five National Program Chairs:• National Chair, Talent and Academia Connect• National Chair, Growth and Standardization of Industry Process• National Chair, Marketing Communication and Global Network• National Chair, Learning and Thought Leadership• National Chair, Public Affairs and Advocacy (New)Candidates for MANCOM positions (President, Vice President, and Associate Vice President) must possess a minimum of 18 years of experience in public relations and related fields. National Chair candidates require at least 15 years of experience. All elected members are expected to commit a minimum of 10 hours per month to their roles.Key election guidelines include:• Only Prime and Affiliate members are eligible to vote.• Each Prime member firm can nominate one candidate per position.• Term limits apply, with a maximum of two consecutive terms in the same position.• Regional participation is encouraged to ensure diverse representation.• PRCAI also will appoint an Hon’ Council Chair from the associate/institutional member pool, to represent the corporate communications sector.The election process will be overseen by an appointed auditor and the CEO. The Constitutional Advisory Committee (CAC) will play an advisory role and conduct half yearly reviews with the elected MANCOM.Important Dates:• Notice for AGM and Elections: Wednesday, April 2, 2025, 12:00 PM• Last Date for Nominations: Tuesday, April 15, 2025, 12:00 PM• Lists of Nominees Revealed: Wednesday, April 16, 2025, 5:00 PM• Withdraw Nominations: Friday, April 18, 2025, 5:00 PM• Final Nominees & Voting Period: Monday, April 21, 2025 – Friday, May 1, 2025• Voting Closed: Thursday, May 1, 2025, 5:00 PM• Announcement of New Committee: Friday, May 2, 2025, at the AGM.

Mercedes-Benz, the country's most desirable luxury car maker, today announced its  partnership with Adfactors PR, India's premier communications consultancy, for managing the company’s  communications mandate in India. Following a rigorous multi-agency evaluation process, Adfactors PR has  secured the mandate, effective April 1, 2025.  Under this partnership, Adfactors PR will drive Mercedes-Benz India's integrated communications programme,  encompassing the brand's coveted product portfolio, corporate narrative, and corporate citizenship initiatives.  Santosh Iyer, Managing Director & CEO, Mercedes-Benz India commented, "As the most desirable luxury car maker  in India, Mercedes-Benz’s communication to our discerning customers and multiple stakeholders has been  passionate, reflecting the brand’s iconic luxury positioning and unparalleled desirability in the Indian market.  Mercedes-Benz is transitioning to an exciting future, introducing new cars having exceptional aesthetics,  technological innovations and integrated sustainability. We are glad to welcome Adfactors PR as our  communications partner, to collaborate and contribute to our unique brand and sustainable luxury narrative."  Adfactors PR Co-Founder and Chairman Rajesh Chaturvedi said, "Partnering with Mercedes-Benz India represents  a significant milestone for us. The iconic three-pointed star symbolises not just luxury, but engineering excellence,  technological innovation, and a relentless pursuit of perfection. Our specialist mobility practice combines deep  automotive sector knowledge with cutting-edge communications strategies to enhance brand resonance among  discerning luxury consumers. We are committed to amplifying Mercedes-Benz India's leadership position in  sustainable luxury mobility that perfectly aligns with India's dynamic luxury market."  Mercedes-Benz continues to dominate India's luxury automotive segment with its progressive strategy of  introducing global innovations tailored for the Indian market, while reinforcing its commitment to sustainable  luxury mobility through local manufacturing and an accelerated electric vehicle roadmap for the conscious Indian  luxury consumer. The Three-Pointed Star remains the most aspirational luxury car maker in India with a tailored  customer experience strategy. 

W Communications has introduced Chomp, a bold new creative growth agency tailored to meet the evolving needs of the hospitality industry. Positioned within the W Group but operating independently, Chomp is designed to deliver digital-first communications strategies that prioritise real-world revenue growth.The agency will focus on four core areas: TikTok-driven discovery, booking platform optimisation, direct investment in restaurant growth, and performance-led marketing. Backed by a data-driven approach, Chomp aims to help hospitality brands remain visible, relevant, and profitable in a highly competitive digital landscape.Chomp is the latest entrepreneurial venture to emerge from W’s employee-owned structure, which empowers internal talent to launch and lead innovative businesses. Spearheaded by hospitality PR and digital specialists Kara Buffrey and Thuli Weerasena, the agency has already secured major clients including the upcoming Harry’s restaurant in King’s Cross.W Communications has a strong track record of supporting both internal ventures and external hospitality brands. From nurturing startups like MEATliquor and Pizza Pilgrims to advising established names such as Soho House and Caprice Holdings, the agency has played a significant role in shaping the global food and hospitality landscape.Through Chomp, W continues its commitment to fostering innovation and driving measurable business outcomes. The launch marks a new chapter in hospitality marketing—where creativity, technology, and commerce converge to fuel long-term success.

Relevance International, a public relations and communications agency specializing in the real estate, design, hospitality, and luxury lifestyle sectors, has expanded its global presence by establishing a new office in Dubai. This strategic move strengthens the agency's international footprint, complementing its existing offices in New York, London, and Los Angeles.The Dubai office will serve as a central hub for Relevance International's operations throughout the Middle East and surrounding regions, enabling the agency to provide enhanced on-the-ground support to its clients.Why the UAE?• Regional Hub: o The Dubai office is designed to anchor the agency's regional operations, facilitating closer client relationships and more effective service delivery within the dynamic Middle Eastern market.• Leadership: o Hannah Burden has been appointed Director of Public Relations for the Dubai office. She brings nearly 20 years of experience to the role, including extensive work in the Middle East, and experience from her time at Edelman Dubai, and Dubai Airports.• Strategic Growth: o This expansion reflects Relevance International's commitment to responding to the increasing demand for its specialized services in the rapidly evolving Middle Eastern market.• Client Focus: o The agency aims to leverage its expertise to support clients seeking to make a significant impact in the region, focusing on sectors such as luxury real estate, design, and hospitality.• Regional Market: o The Middle East market is a growing area for luxury goods, and for large real estate developments, making it a very strong market for a company like Relevance International.This move underscores Relevance International's dedication to providing tailored communications strategies and driving global awareness for its esteemed clientele.

The PR Group (PRG), a leading regional communications consultancy specializing in technology and innovation, has been named the exclusive communications partner for the 4th edition of Founders Forum Group’s flagship event, Founders Forum Asia.PRG will play a crucial role in amplifying the impact of Founders Forum Asia across the region, with Singapore serving as the host city. This prestigious, invite-only event will feature a keynote address by Singapore’s Deputy Prime Minister, Heng Swee Keat, highlighting the nation’s strong support for the innovation ecosystem. The long-term partnership will also see PRG extending its communications support to other key Founders Forum events in Singapore, including the DeepTech Forum and the FoundersFamily Office Forum Asia.Founders Forum Asia 2025 aims to bring together Asia’s top entrepreneurs, investors, corporate leaders, and government officials to foster networking and collaborative discussions on emerging tech trends, including the evolution of AI, fintech, and more. As part of this collaboration, PRG will provide strategic communications, media engagement, and thought leadership support. Leveraging its deep expertise in supporting high-growth startups with market expansion, PRG aims to elevate the profiles of Asia’s promising entrepreneurial ecosystem, promoting groundbreaking ideas and insights to a global audience.“Platforms like Founders Forum Asia are essential for entrepreneurs, investors, and business leaders to understand how they can navigate the complexities of today’s economic and geopolitical landscape,” said Melissa Shawyer, Founding Director at PRG. “With our established presence in Singapore and the wider region, we are acutely aware of the shifting market dynamics, emerging technologies, and cross-border opportunities. We have a long-standing passion for supporting the startup ecosystem, and the strong synergies we share with Founders Forum Group make this partnership both exciting and truly meaningful for Asia’s entrepreneurial community.”With a decade of experience supporting startups, scale-ups, and technology leaders, PRG helps founders navigate global expansion, build credibility in new markets, and accelerate business growth. By partnering with Founders Forum Asia, PRG is reinforcing its commitment to connecting ambitious founders with key stakeholders, ensuring their innovations receive the visibility and recognition they deserve.Carolyn Dawson, CEO of Founders Forum Group, added, “Asia’s tech ecosystem is thriving, and each year we witness groundbreaking innovations as we connect Southeast Asian founders with international opportunities and bring our global community to the APAC region through Singapore. Singapore is the ideal hub for us in APAC, offering a dynamic environment for entrepreneurship and collaboration. Partnering with PRG, which has strong regional roots and expertise across the startup ecosystem, allows us to enhance our impact within this unique tech landscape.”All Founders Forum events are designed to unite trailblazing innovators, creating an ideal environment for collaboration. This year’s discussions will address current trends, including Asia’s consumption patterns, the impact of US geopolitics on Asia’s AI ecosystem, and other pressing issues affecting the community.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success.The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes.With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive interaction with Adgully, Rajiv Banerjee, Head of Communication – India & South Asia at Standard Chartered Bank, shares insights on the evolving role of corporate communications. Drawing from his extensive experience across organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, and his editorial roots at Brand Equity, The Economic Times, Banerjee discusses how digital transformation is reshaping communication strategies, the value of media storytelling, and the importance of humanizing financial brands, especially when addressing topics like financial inclusion and economic disparity.As a corporate communication leader, what is the primary focus of the mandate?As a corporate communication professional, I see myself as a communication and reputation counsel to the brand. In this context, it is important to follow and practise ‘integrated communication’, which is a combination of external communication, internal communication and social media. The overarching umbrella of ‘integrated communication’ involves storytelling and narrative building, keeping in mind a 360-degree perspective. And it holds true for managing any potential reputation issues facing the brand.With your extensive experience in corporate communications across leading organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, how have you seen the role of corporate communications evolve over the years, especially in the context of digital transformation?I believe, the core of communication remains unchanged and that’s storytelling. What has evolved over years are the means or platforms to narrate the story of the brand. Over time, platforms have evolved, like for example, digital. Today, there are multiple platforms on digital and social media for owned and earned media that complement the conventional means of acquiring visibility for the brand. Right from social media to pod-casts, blogs to websites; there are numerous platforms available, both for brands as well as for the media industry. In this context, it is important for brands to choose the platforms that are most appropriate, to reach their target audience and enhance visibility. Spray and pray does not work. Precision targeting is more likely to fetch the desired results.As a former Editor, you have a deep understanding of brand and media narratives. How has your journalistic background influenced your approach to corporate communications, particularly in terms of media relations and content strategy?As a journalist my job entailed covering sectors and reporting on them. It involved storytelling. When I switched to corporate communication, the aspect of storytelling continued, albeit for the brand I represented. So, you can say, storytelling is the common thread that continues across journalism and corporate communication. Media relations and content go hand-in-hand. You cannot hope to get a particular media interest (no matter how good a relationship you have with him or her) if you don’t have a compelling story to share.Having worked in both editorial and corporate communications roles, how do you see the relationship between media and corporate communication teams evolving in the future?As a former journalist and now a communication professional, I have seen both sides of the fence. The relationship between media and corporate communication, in my mind, is not adversarial but symbiotic. Both sides stand to benefit in this relationship. Corporate communication and PR professionals need to view this relationship not as a one-off transaction, but as a long-term strategic investment. Just like remaining invested in SIPs fetches returns in the long run, the same holds true when it comes to engaging and developing long term relationships with the media fraternity. For the media, sure, there could be some minor hiccups from the other side, but the endeavour from the communication fraternity is to always help value-add and enrich.With the increasing role of digital and social media in shaping public perception, how do you manage crisis communications, particularly when dealing with real-time news and customer concerns on social platforms?Reputation management today is very dynamic, particularly with real-time information dissemination platforms like social media and digital, playing a critical role. Customers also have impactful channels like social media to voice out both their praise for and grievances against brands. We have seen enough instances of a customer grievance amplifying into a full-blown reputation issue for brands. In my view, crisis communication involves real time monitoring of the conversations taking place on say, the social media, understanding the narrative that’s shaping up in the mainstream media, updating key internal stakeholders and finally ensuring a clear articulation of a brand's perspective or point of view.In your experience, how important is it for financial institutions to engage in storytelling and humanize the brand in their communications, especially when addressing sensitive topics like financial inclusion and economic disparity?Irrespective of the sector or business segment, storytelling is central to brand building, be it through marketing or PR. Banks and financial institutions have used storytelling to educate, impart knowledge and create awareness among customers and society. Educating the public to remain vigilant and not fall prey to cyber frauds is a good example of how storytelling has been used by banks and financial institutions on an important subject like cyber-security. Likewise, financial inclusion is another area in which storytelling has played a pivotal role. Storytelling is an integral part of our lives, personnel and professionals. As long as there are stories, there will be storytelling. It has been so over many millennia and will continue in the coming time.

PRCA MENA, the regional arm of the world’s largest public relations and communications association (PRCA), has announced the agenda for its NextGen Summit, set to take place on Friday, 2 May 2025.Bringing together emerging voices and industry leaders, the summit will spotlight the future of PR, communications and media in a new, fun and engaging format. With a mix of academic presentations, bold panels and an interactive workshop, the agenda reflects the real challenges – and opportunities – faced by the next generation of professionals.Kicking off with networking and a keynote session titled NextGen, No Filter: Real Talk on What Needs to Change, the day will continue with the launch of PRCA Mena AI in PR report, research presentations from regional universities and discussions on creative originality, influencer marketing, and mental well-being in the workplace.Panel Discussions:• Real Stories: From Day One to Decision Makers• PRCA Mena Young Lions Competition: Tips & Tricks on How to Win• From TikTok to Trust: The Role of Influencers in Modern PRThe programme will also feature two fireside chats and a hands-on workshop on managing stress in high-pressure environments, led by a qualified wellness expert and author. Networking opportunities are woven into the agenda, with dedicated time for informal connection and collaboration.Conrad Egbert, Head of PRCA Mena, commented: “NextGen isn’t just another industry event—it’s a necessary space for real conversations. We’re putting a spotlight on what’s changing, what still needs to change and how the upcoming generation is shaping the future of our profession.”

Authored by Roshan Mohan, Group MD - PCGIn an era where misinformation spreads quicker than truth, trust - once a societal cornerstone - has become a fragile, even rare, commodity. Over the years, articlesdissecting this predicament have spotlighted institutional failures, rampant polarisation, and the amplifying role of technology. Yet, most discussions often fall short, offering broad diagnoses or top-down fixes while neglecting practical, scalable solutions, cultural nuances, technological opportunities, long-term perspectives, and the emotional undercurrents of trust.Here, I attempt to bridge those gaps, proposing actionable strategies & solutions grounded in a deeper analysis of trust’s erosion and restoration.Rebuilding Trust: A Path ForwardThe Grassroots Gap: Empowering IndividualsMuch of the discourse fixates on systemic woes—distrust in media, governments, and tech giants—but stops short of equipping individuals to act. One practicable and empowering solution is a simple, adaptable framework for everyday use that empowers truth-seeking.Step 01: Cross-verify information using accessible tools, which crowdsource credibility signals.Step 02: Conduct "source mapping": tracing a claim's origin by checking primary source documents and reputable archives, such as the Wayback Machine and the Internet Archive.Step 03: Foster micro-dialogues—small, intentional conversations to unpack divisive issues without judgement.People trust personal networks more than institutions; leveraging this can organically rebuild confidence. Unlike vague calls for "media literacy," this framework offers clear, repeatable actions anyone can take, turning passive audiences into active truth-seekers. Cultural Blind Spots: Region-Specific TrustTrust isn’t universal—it’s shaped by culture and context. News articles in India often skew toward Western lenses, ignoring how misinformation frays trust differently elsewhere. In rural India, for instance, WhatsApp rumours have sparked violence, yet local leaders—sarpanches—retain outsized influence.A solution here is "community anchoring": Train trusted community figures to counter misinformation with localised, culturally resonant messaging. One-size-fits-all fixes—think fact-checking sites—flounder where literacy or internet access is limited. Tailoring trust-building to regional realities, rather than exporting generic policies, ensures relevance and uptake.Tech as Ally, Not FoeEmerging tech, especially generative AI, is often portrayed as the villain of misinformation—think deepfakes or bot-driven content. Yet its potential to rebuild trust isunderexplored. Imagine "Trust AI": transparent algorithms that rank sources by credibility (e.g., peer-reviewed studies over random blogs) and explain their reasoning in plain language. Social platforms could integrate this, letting users see why a post is flagged or boosted.Pair this with "digital watermarks" for verified content—already piloted by Adobe’s Content Authenticity Initiative—and you’ve got a proactive counter to fakery. Unlike reactive moderation, this harnesses tech to empower users, not just police them, addressing the gap between AI’s risks and its untapped promise. We have to work towards a standardised global framework using appropriate metrics to assess the success of such initiatives, and we have to evaluate and course-correct continually as the challenges evolve.Time’s Missing DimensionShort-term analyses dominate—trust during an election, a pandemic—but how does it evolve? A longitudinal approach reveals more. Tracking online sentiment over two years shows distrust spikes with scandals but wanes with consistent transparency from credible voices. Invest in Trust-Continuity programs. Communities or platforms could appoint 'trust stewards'—rotating, respected locals or moderators—who provide steady, reliable updates over months, not just during crises.These trust stewards would maintain a consistent flow of reliable information, address community concerns, and foster open dialogue. Data from Europe’s 2023 disinformation studies suggests sustained engagement cuts belief in conspiracies by 15%. This beats one-off fact-checks, filling the gap in long-term trust metrics.The Emotional CoreFinally, trust isn’t just rational—it’s emotional. Fear and betrayal fuel scepticism, yet articles rarely probe this. A solution: "emotional bridging". Encourage story-sharing—via town halls or X threads—where people voice how misinformation has hurt them, paired with collaborative problem-solving.Psychologists note that shared vulnerability fosters empathy—a trust bedrock. Unlike cold statistics, this approach humanises the issue, addressing the psychological gap head-on and underlining its crucial role in trust-building.Communicators must better understand the psychological underpinnings of misinformation susceptibility. Few articles delve into the cognitive and psychological reasons individuals fall prey to misinformation, which could inform effective countermeasures.SummationBuilding trust amid misinformation demands more than diagnosing systemic decay. It requires empowering individuals with tools, customising for cultural contexts, proactively leveraging tech, tracking progress over time, and healing emotional wounds. These solutions could shift us from lamenting lost trust to rebuilding it, step by step. In a fragmented age, trust starts small, human, and local and then scales up. The mainstay is to build proactive measures rather than use band-aid solutions as reactive responses.

Fairmont Hotels & Resorts has appointed Bacchus GCC to manage its public relations across the Middle East. This strategic move aims to elevate Fairmont's brand presence within the region, emphasizing its commitment to sustainability, responsible tourism, and innovation.Bacchus GCC, a specialized strategic communications agency focusing on luxury hospitality and real estate, will play a key role in amplifying Fairmont's vision. The agency will utilize strategic media relations, impactful storytelling, and brand collaborations to reinforce Fairmont's position as a leader in the luxury travel sector.Specifically, Bacchus GCC will work to ensure that Fairmont's narratives regarding its craftsmanship, cultural connections, and sustainability initiatives resonate with both media outlets and industry leaders. This partnership comes as Fairmont Hotels & Resorts, with its rich history dating back to 1907 and a portfolio of 92 properties, continues its growth trajectory.This appointment highlights Bacchus GCC's expertise in delivering tailored PR solutions for prominent hospitality brands, and their focus on highlighting the hotels commitment to modern values.

The landscape of public relations (PR) is experiencing a profound transformation, fueled by the meteoric rise of artificial intelligence (AI). What was once a distant vision has become a tangible reality, seamlessly integrating into the daily workflows of PR professionals. As a seasoned specialist in PR and corporate communications, I’ve observed how AI is not a competitor to our craft but a co-pilot—an ally that enhances our capabilities, streamlines our efforts, and makes our lives easier. This synergy between human expertise and machine intelligence is redefining the future of communications, ushering in an era of unprecedented efficiency, creativity, and connection.The AI Revolution in PR: A Co-Pilot for EfficiencyPublic relations thrives on precision and timeliness, two areas where AI shines as a reliable partner. Far from replacing us, AI takes on the heavy lifting of repetitive tasks, allowing PR professionals to focus on what truly matters: strategy and relationship-building. Tools powered by automation can monitor media in real-time, track sentiment across platforms, and compile detailed reports faster than any human could. This efficiency isn’t about competition—it’s about empowerment, giving us the bandwidth to elevate our work.Take media monitoring, a cornerstone of PR. Where we once spent hours combing through articles and posts, AI now scans thousands of sources instantly, using natural language processing (NLP) to flag trends, mentions, and potential issues. As a co-pilot, AI doesn’t dictate our decisions; it equips us with insights to act swiftly and decisively, keeping us ahead in a dynamic digital world.Personalization at Scale: A Helping Hand for RelevanceIn today’s communication landscape, audiences crave relevance—a challenge AI helps us meet with ease. By analyzing vast datasets like demographics, behaviors, and engagement metrics, AI segments audiences with pinpoint accuracy. This allows us to craft tailored messages that hit the mark, whether for a niche consumer group or a global stakeholder. AI isn’t here to outdo us; it’s here to make personalization scalable and effortless.For example, in email outreach, AI suggests optimized subject lines, predicts ideal send times, and refines tone based on recipient data. The result? Stronger connections and higher engagement—all made possible by a co-pilot that complements our instincts with data-driven precision. With AI by our side, we can deliver impactful communication without the guesswork.Storytelling Amplified: Creativity’s Perfect PartnerSome worry AI might overshadow human creativity, but in PR, it’s proving to be a collaborator that enhances our storytelling. AI doesn’t compete with our imagination—it fuels it. Predictive analytics can forecast a narrative’s potential success, while content generation tools offer drafts for press releases or social posts that we can refine with our unique flair. This partnership sharpens our craft, blending data with artistry.Imagine launching a campaign: AI analyzes competitor strategies, identifies market gaps, and suggests resonant keywords—all in moments. Armed with this, we weave stories that captivate and stand out. AI as a co-pilot doesn’t replace our voice; it amplifies it, making our creative process smarter and more effective.Crisis Management: A Proactive AllyIn crisis communication, where speed is critical, AI serves as an indispensable co-pilot. Social media has accelerated the pace of crises, but AI helps us stay ahead by detecting early warning signs—negative sentiment spikes or trending issues—before they escalate. It can even simulate response scenarios, guiding us toward the best path forward. This isn’t about AI taking over; it’s about giving us the tools to protect brands with agility and confidence.By lightening the load of real-time monitoring and analysis, AI lets us focus on crafting empathetic, strategic responses—proving it’s a partner, not a rival, in high-stakes moments.The Human Touch: A Balanced PartnershipAI’s role as a co-pilot doesn’t diminish the human essence of PR—empathy, intuition, and authenticity remain our domain. Automation handles logistics and data, but building trust and relationships requires a human touch. The key is balance: leveraging AI to simplify our work while ensuring our humanity shines through. AI makes our lives easier by removing grunt work, not by replacing our judgment.We must also navigate AI’s limits, like potential biases in data or the risk of over-automation eroding personal bonds. As co-pilots, AI tools rely on our oversight to stay aligned with ethical and creative goals.The Future: A Collaborative HorizonThe rise of AI in PR isn’t a threat—it’s a promise of a brighter, more efficient future. As technology evolves, we’ll see innovations like AI-driven virtual press events or real-time global translations, all designed to support, not supplant, our efforts. AI as a co-pilot makes us better at what we do, helping us deliver smarter, faster, and more impactful campaigns.For PR professionals, the call is to embrace this partnership. AI isn’t here to compete—it’s here to make our lives easier, amplifying our skills and opening new possibilities. As strategic orchestrators, we’ll blend technology with vision, crafting narratives that inspire and connect. The future of communications is a collaborative one, and with AI as our co-pilot, it’s an exciting journey ahead.Manvika Sagar is a PR and Corporate Communications Specialist passionate about harnessing technology to elevate storytelling and strategy.

There is a familiar hum of a boardroom in motion, with executives gathered around, discussing growth strategies, unveiling ambitious product plans, and pouring over financial projections. The discussion is lively, the CEO, full of zeal, reveals a new product initiative that promises to "redefine the market." At the corner of the room, the communications lead raises an eyebrow and asks, "And when this blows up on X (formerly Twitter), what's our plan?"Cue the awkward silence.This isn't a dig at corporate optimism; At first glance, it might seem logical to focus on the numbers and the operations that drive them. But the unspoken truth is this: every decision made in that room will eventually be judged not by its technical precision but by how well it resonates with the people and the world outside. This is where PR comes in.Connecting Vision with RealityPR has long been stereotyped as a reactive function, swooping in to manage crises or churn out press releases. But at its core, PR is about achieving what strategists call the "strategic fit" that aligns an organization's internal capabilities with external expectations. PR goes beyond just explaining what a company does. It shapes why people should care.Great PR professionals are strategists at heart, focused on achieving the elusive "strategic fit" that generates harmony between a company's internal ambitions and the external realities of the market and society. They don't merely respond to crises; they anticipate them. They skillfully frame the company's achievements within the broader context of what matters to stakeholders.The much-adored Saregama Carvaan comes to mind - a retro-inspired music player designed for older audiences but marketed as a gift from the young. The product wasn't just a hit but a storytelling triumph built on communication insights that revealed what customers wanted. This was more than clever advertising: it was PR influencing product design and strategy.Business is about people – and so is PRThe speed at which information travels today has fundamentally shifted the stakes for organizations. A single tweet, post, or video can ignite a firestorm of public scrutiny. The now-infamous Indigo Airlines crisis, where a passenger altercation went viral, illustrates the critical need for a strong PR presence. It is needed not just in mitigating fallout, but in proactively setting the tone of public engagement. When PR operates from the margins, companies are left reacting to crises that could have been avoided. When it operates from the centre, it equips organizations with foresight and resilience.Every business decision, a new product launch, a policy shift, or an operational change, ultimately involves people. PR, which focuses on building and nurturing relationships, serves as the connective tissue between organizations and their audiences. Internally, PR fosters alignment by ensuring employees feel informed and engaged. Externally, it crafts authentic narratives, bridging the company's goals and stakeholders' needs. These relationships are the foundation of long-term success, yet they are often overlooked in the rush for immediate results.The Moral CompassAt its core, PR is the steward of authenticity. A strong PR team ensures that an organization's words and actions align seamlessly with its values. The best PR professionals lean into uncomfortable truths rather than shying away from them, offering leadership the candid feedback necessary to preserve trust. Their role as the 'conscience of an organization' is perhaps their most valuable contribution, especially when transparency is no longer optional but expected.When Data Meets CreativityModern PR is as much a science as it is an art. Data-driven insights now guide strategies that were once built on intuition alone. PR professionals analyze trends, customer behaviours, and competitive landscapes to craft campaigns that are both creative and impactful. But such agility isn't possible when PR is an afterthought. It requires a seat at the table from the outset. And yet, PR remains undervalued in many boardrooms. Often treated as a final step in the communication pipeline, it is looped in only after decisions are made. This short-sighted approach undermines PR's potential and robs organizations of an essential perspective.To relegate PR to the sidelines is to overlook its profound impact on organizational success. As businesses navigate an era of unprecedented scrutiny and connectivity, PR must no longer be seen as a support function but as a core component of leadership. So, as the next round of big decisions is debated and shaped in boardrooms worldwide, it's worth considering this: a seat for PR at the table isn't just about inclusion. For organizations seeking to build trust, foster resilience, and lead with purpose, PR is not optional. It is essential.

The Official Representative of the Cannes Young Lions PR Competition PRCA Mena has revealed the six teams that have made it onto the shortlist. Last week 23 teams, each consisting of two PR professionals from the region, aged 30 or under, had a pressing 24-hours to respond to a brief set by this year’s humanitarian partner, UNHCR, the UN Refugee Agency.The brief challenged participants to develop a campaign that would raise awareness, increase downloads and drive donations for UNHCR’s Refugee Zakat Fund Mobile App—an innovative platform designed to make Zakat giving more accessible, transparent, and impactful. The brief stated, “our challenge remains increasing awareness of our RZF app, downloads and number of users who donate through the app.”The final shortlist includes:• BPG Group – Rua Youssef & Rayana El Masri• Burson – Raneem Saleeh & Youssef Yammine• Cosmopole Consultancy – Nithin Narayanan & Meena Shahin• Gambit Communications – Tala Maas & Hana Sabri• Seven Media – Neimat ElKarib & Tala Abu Eid• The Romans – Cham Alatrach & Katie Bell-WrightOn 15 April 2025, the shortlisted six teams will present their ideas to the esteemed Mena jury with the winners announced on 16 April 2025. The winning team will go on to officially represent Mena in June at the Cannes Lions International Festival of Creativity that will be held in the south of France.This year’s esteemed jury includes:• Ahmad Itani, Founder & CEO of Cicero & Bernay Communication Consultancy • Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations, AlFuttaim Automotive • Louise Jacobson, Managing Partner at Brazen MENA • Raefah Makki, Head of Individual Giving & Campaigns, UNHCR• Sophie Simpson, Managing Director & Founder of AttelineConrad Egbert, Head of PRCA Mena, said:“We’re absolutely blown away by the level of creativity and passion that each team has demonstrated in this year’s competition. A huge thank you to our esteemed jury for committing their precious time and effort to us and to the UNHCR for partnering with us on such a meaningful brief. Best of luck to the finalists—we look forward to your pitches.”PRCA Mena continues to champion the region’s rising talent, offering young professionals unparalleled opportunities to shine on the global stage.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success.The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes.With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Stuti Jalan, Founder & Managing Director, Crosshairs Communication, speaks at length about the agency’s journey over the past two decades. She shares what inspired her to start Crosshairs Communication, the significance behind its name, and some of the most exciting brands and campaigns the agency has handled.Jalan also discusses how PR strategies are tailored to different industries, the growing prominence of influencer marketing and content-driven storytelling, and how these elements are integrated into PR strategies. Additionally, she shares insights on the future of PR in India, key trends that will shape the industry over the next five years, and whether there are any expansion plans or new areas the agency is looking to explore.Crosshairs Communication has been in the industry for over two decades. What inspired you to start the agency, and how has its journey evolved over the years?I started my career at Ogilvy PR, and at that time, lifestyle PR was virtually non-existent. The industry followed very traditional practices. However, I noticed an influx of global brands entering India, creating a need for a fresh, innovative approach to PR.Looking back two decades, some of our first clients included Foster’s beer and India Fashion Week. One of our earliest projects was a charity run for underprivileged children in association with Oprah, which later evolved into a model similar to today’s marathon charity initiatives.Brands were looking for agencies with a unique, lifestyle-driven perspective, and that’s when Crosshairs Communication was born. I was just 23 at the time, and I remember a mentor telling me, “If it doesn’t work, you can always go back to a job.” That reassurance gave me the confidence to take the leap—and it worked. That’s how the agency came into existence.Why did you choose the name ‘Crosshairs Communication’? Does it symbolize a particular vision or strategy in PR?The word “crosshairs” refers to the focal point in a camera lens, symbolizing precision and accuracy—hitting the bullseye in terms of targeting the right audience. When we were registering the agency, we wanted a name that reflected our vision. It was unique then, and it remains distinctive even today.Crosshairs Communication has worked with a diverse range of clients across industries. Could you share some of the most exciting brands or campaigns you've handled? How do you tailor PR strategies to different industries?We have worked with many leading designers in India and launched prestigious international brands, including Hermès.One of my favourite campaigns was for OBEETEE Carpets during the pandemic. We introduced the concept of “The Social Fabric” – an online charity auction where proceeds supported weavers affected by COVID-19. The campaign was a huge success, winning a gold award for innovative storytelling in PR, and gained widespread media attention with celebrities involved.Another memorable project was for Raffles Hotels in Udaipur, Jaipur, and Paris. We conceptualised “The Writer’s Bar”, hosting renowned authors for engaging discussions. Over the years, we’ve worked with authors like Twinkle Khanna, Milind Soman, and Shobha De, leveraging their storytelling to enhance brand narratives.A major highlight was working with Accor, one of the world’s largest hospitality groups. When their global CEO, Sébastien Bazin, visited India, we secured front-page coverage in The Times of India, making a significant impact in the hospitality sector.Our approach to PR involves understanding each brand’s messaging, adapting it to the Indian market, and crafting strategies that create impactful narratives.With influencer marketing and content-driven storytelling gaining prominence, how do you integrate these elements into your PR strategies?Influencer marketing is a core part of our strategy. For example, we worked with Crocs, executing over 1,000 influencer-led campaigns, transforming the brand’s perception in India.We don’t just collaborate with mainstream influencers but also with niche voices. For luxury brands, we engage top-tier influencers, while for professional networks, we work with LinkedIn Top Voices. The influencer landscape has expanded beyond Instagram – now, podcasts, LinkedIn Lives, and global collaborations are also crucial.For instance, during the World Economic Forum in Davos, we hosted Mona Patel, a global influencer known for her presence at the Met Gala, as a speaker for our Women’s Network. Our ability to integrate influencers across different platforms makes our strategies more dynamic.How do you approach crisis management for brands? What key lessons have you learned from handling PR crises?Crisis management requires quick thinking and a balanced perspective. It's crucial to step back, assess the situation from both the client’s and the public’s viewpoint, and then craft a response. Panicking never helps – having structured crisis communication guidelines in place is key.Every crisis is an opportunity to strengthen a brand’s credibility if handled correctly. The ability to maintain transparency and provide timely, well-crafted messaging can turn challenges into moments of trust-building.How do you see the future of PR in India? What trends will shape the industry in the next five years?Collaboration will be the defining trend. Brands, influencers, and media platforms will work together more seamlessly. For example, we recently saw two podcasters – Masoom Minawala and Shereen Bhan – collaborate despite coming from different industries. This cross-industry synergy will become more common.Globalisation will also play a role. Through platforms like LinkedIn and international industry events like Cannes Creativity Festival and Davos, we are seeing increasing interest from global brands looking to collaborate with Indian agencies.Additionally, digital PR will continue to evolve, with a focus on localized content strategies tailored for different platforms.What’s next for Crosshairs Communication? Are there any expansion plans or new areas you’re looking to explore?We are actively expanding and collaborating with global firms to enhance our reach. Our strengths lie in hospitality, lifestyle, media, and entertainment PR, and we continue to grow these portfolios.We’re also exploring emerging digital PR avenues, including podcasts and influencer-driven content, while strengthening our international partnerships.

FINN Luxe, the dedicated luxury offering at FINN Partners, has been appointed as the UK and U.S. public relations agency of record for The Luxurist, the world’s first comprehensive itinerary builder for the luxury travel industry.The Luxurist recently launched its innovative platform connecting best-in-class travel advisors with extraordinary global hotel properties. Founded by CEO David Amsellem, The Luxurist is backed by HBX – another FINN Partners client – and addresses the evolving needs of the luxury travel market, offering a seamless interface for travel advisors to access the world’s most prestigious properties, supported by AI-enhanced itinerary planning, real-time inventory management, and dedicated concierge services.David Amsellem, a French engineer and graduate of Centrale-Supelec, brings 25 years of leadership experience across Power & Utilities, Hospitality, and Tech. An active investor and board member in digital and consumer services, David notably launched and developed concierge service John Paul, the global leader in premium loyalty services, ultimately leading to its acquisition by Accor in 2016.FINN Luxe will manage media relations and thought leadership initiatives for The Luxurist in both the UK and U.S. markets, amplifying the platform’s unique value proposition and driving awareness among key stakeholders.David Amsellem, CEO of The Luxurist said, “We offer a premier booking platform that empowers travel advisors with intelligent tools and enhanced concierge capabilities to create seamless guest experiences, so it was imperative that we chose a PR partner that truly understands the power of connectivity, both on a human and technological level. FINN Luxe is at the helm of the travel PR industry with global contacts and a deep understanding of all things luxury, technology and travel, so we identified a natural synergy between us. We are confident FINN Luxe’s expertise will help us elevate our relationships with travel advisors in the UK and U.S., allowing them to provide the best possible travel booking experience for their clients.”“We are thrilled to partner with The Luxurist and support their mission to revolutionise the luxury travel experience,” said Debbie Flynn, Head of Global Travel at FINN Partners. “The Luxurist’s innovative platform aligns well with our own commitment to innovation as a global agency, as well the sector expertise of our teams across luxury travel and technology.”The account will be led by Gregory Cole and Melissa Powell in the UK, and Karli Barokas and Lauren Lewis in the U.S.(Photo by Oskar Kadaksoo on Unsplash for representation purpose.)

Better Nutrition, India’s first Biofortified food brand endorsed and invested in by prominent figures such as Olympic medalist PV Sindhu and MasterChef Pankaj Bhadouria, as well as featured on Shark Tank India Season 4, announces the appointment of Adgcraft as its PR partner. ?Adgcraft recently took on the brand mandate for Better Nutrition overseeing the planning, management, and execution of all PR activities to enhance the brand's media presence nationwide. With a proven track record of crafting impactful brand messaging and innovative campaigns, this partnership further expands Adgcraft’s client portfolio. The agency's expertise in the Indian FMCG sector and strong media relations will be key in strengthening the media presence of Better Nutrition.Prateek Rastogi, Co-Founder of Better Nutrition, expressed his enthusiasm about the partnership, stating, "At Better Nutrition, our goal has always been to provide natural solutions to the prevalent nutrition deficiencies in everyday diets. Partnering with Adgcraft allows us to communicate our mission more effectively and reach a broader audience. We are confident that this collaboration will help us to reach our target audience more effectively."Echoing this sentiment, Abhinay Kumar Singh, Founder and Managing Director of Adgcraft, said, "We are delighted to join hands with Better Nutrition, a company that aligns with our values of innovation and positive societal impact. Our team is committed to crafting communication strategies that not only enhance brand perception but also contribute to the greater good. Together, we aim to highlight the importance of natural, nutrient-rich diets and support Better Nutrition's vision of a healthier India."Better Nutrition focuses on addressing the nutrition gap in everyday diets by offering biofortified grains naturally rich in essential nutrients like zinc, iron, protein, and calcium. Through sustainable farming practices and collaboration with over 15,000 farmers, the company ensures that their products are both nutritious and environmentally friendly. 

Equiniti (EQ) has entered into a definitive agreement to acquire Notified, the award-winning global provider of public relations (PR) and investor relations (IR) solutions and services. This strategic combination will provide an end-to-end IR and shareholder engagement platform, empowering issuers with a seamless suite of IR, PR and share registry solutions.EQ, trusted by thousands of public companies worldwide, has long been at the forefront of shareholder management.With Notified’s focus in IR webcasting, earnings communications, and stakeholder engagement, EQ expands its service offering to provide a holistic solution that meets the evolving needs of corporate issuers, investors and financial stakeholders. Notified’s PR and IR platforms provide world-class media monitoring, audience insights, and award-winning solutions like GlobeNewswire, a leading global news distribution network for press releases, financial disclosures, and multimedia content, enhancing engagement and shareholder confidence.Through this strategic acquisition, EQ and Notified will unite their complementary strengths to expand communications solutions that support clients from private companies preparing for growth to pre-IPO and beyond through the full corporate lifecycle.This announcement builds on the successful integration of EQ and AST, and the recent acquisition by EQ of Issuer Direct, further solidifying EQ’s position as a global leader in shareholder services. Adding Notified complements EQ’s capabilities while providing the scale and resources to advance Notified’s PR and IR vision.Dan Kramer, CEO of EQ Shareholder Services, commented: “EQ and Notified are an excellent fit for each other, both trusted by the world’s leading brands to deliver best-in-class solutions. This acquisition will enhance our ability to provide seamless, end-to-end shareholder and corporate communications services. We’re excited about the value this will bring to our clients at every stage of their journey.”Nimesh Davé, President of Notified, commented: "This marks an exciting new chapter for Notified, our clients, and EQ. By combining Notified’s leadership in investor and public relations with EQ’s global expertise in shareholder services, we will be better able to bring new and innovative products and services to our customers at scale—enhancing our ability to deliver exceptional service and value, while equipping customers with the tools and insights to engage their audiences and build trust more effectively than ever before.”

Anushree Chandran has announced her departure from Publicis Groupe South Asia, where she served as Senior Vice President and Head of Corporate Communications, South Asia. She shared the news of her exit on LinkedIn, marking the end of her 10-year tenure with the company.Chandran joined Publicis Groupe as Director, Communications & Practice Lead and played a key role in shaping the company’s communications strategy. Before her stint at Publicis, she had an extensive career in journalism, working as Assistant Editor at The Financial Express (India), Staff Writer at HT Mint, and Correspondent at Diligent Media Corporation Ltd, Mumbai.Her next move remains undisclosed.

Square Inches Public Relations, one of India’s leading regional PR agencies with over a decade of experience, has become the PR Partner for inDrive, the global mobility and urban services platform.Pavit Nanda Anand, Communication Lead-APAC, inDrive, shared her thoughts on the collaboration, stating, “Square Inches PR has a deep understanding of regional nuances and their ability to craft compelling narratives have been invaluable in engaging diverse audiences. We are confident that Square Inches PR will continue to elevate our communication efforts and support our vision of creating a positive impact on one billion lives by 2030.”inDrive, the second most downloaded mobility app for three consecutive years, operates in 888 cities across 48 countries. The platform’s fair pricing model and commitment to social justice have redefined urban mobility. Through its non-profit arm, inVision, inDrive also drives initiatives in education, sports, arts, sciences, and gender equality, furthering its mission of community empowerment.Sameer Alam, Director of Square Inches PR, expressed his enthusiasm about the ongoing partnership, saying, “Securing the PR mandate for inDrive is a significant milestone for our agency. We are committed to amplifying their brand story through innovative and impactful communication strategies. We look forward to driving meaningful engagement and positioning inDrive as a leader in the mobility space."Square Inches PR’s comprehensive PR strategy for inDrive includes media outreach, press conferences, press releases, and crisis communication. The agency’s regional expertise and personalized approach have been key to building a strong media network and ensuring consistent brand messaging across India.

StickyGinger adds another prestigious global name to its fashion and lifestyle portfolio with Marks & Spencer MENA, operated by Al-Futtaim Group, winning the PR retainer for the GCC.Following a highly impactful 2024, StickyGinger is ready to deliver even more compelling stories and campaigns, solidifying its reputation for exceptional work that resonates deeply with Middle East’s audiences.Taking on Marks & Spencer MENA as a client for the first time, StickyGinger will oversee storytelling, influencer activations, events, regional campaigns, and press shows, aiming to elevate the brand’s presence in the region and support its growing footprint. With a proven track record of working with global brands like Levi’s, PUMA, Spinneys, Pizza Hut, and more, StickyGinger brings a wealth of expertise in understanding what captivates the audience, initiate conversations and build reputation.“We’re incredibly proud to partner with Marks & Spencer MENA and the Al-Futtaim Group,” says Kiera Purdue, MD of StickyGinger. “As a British-owned agency, this partnership is a huge win for us, and we’re proud to have been selected for our creative thinking, award-winning approach and omni-channel expertise. With over 50% of our team Arabic-speaking with a presence across key GCC markets, we’re in a great position to connect with local audiences in a way that truly resonates. Marks & Spencer has such a strong legacy in retail, and we can’t wait to help tell its story and boost its presence as the go-to brand for fashion, beauty, home, and food in the region.”After a competitive four-month pitch process, StickyGinger is now set to amplify Marks & Spencer’s diverse offerings, strategise new launches in the pipeline, and create campaigns that spark excitement across the region. As Ramadan has arrived, the agency will focus on introducing the Marks & Spencer’s new collections for the occasion and establish the brand as an international one-stop-shop destination for clothing, beauty, home essentials, food, and café experiences, that caters to every need and want.

TishTash, a PR and communications agency, has announced a transformative shift into a consumer-driven powerhouse, reinforcing its commitment to meeting the evolving needs of businesses and consumers in the GCC region.A Reimagined TishTash GroupThe TishTash Group now comprises several key divisions that enhance its direct-to-consumer engagement strategy:• TishTash Communications – The flagship PR agency, renowned for its expertise in beauty, wellness, and lifestyle PR, now integrates data-driven insights into targeted campaigns.• Ten by TishTash – The corporate communications and B2B consultancy arm offering executive profiling, personal branding, and strategic media relations.• TishTash Tots – A dedicated division specializing in family-focused communications, connecting brands with parents in the GCC.• Raemona Magazine – A digital publication in its fourth year, addressing real-life issues for modern women with a consumer-centric, data-driven approach.• That Dubai Girl – A digital platform fostering authentic conversations among UAE women and enabling brands to engage directly with a vibrant community.Embracing Digital Transformation and Data-driven Marketing“The way consumers engage with brands is rapidly changing, and so is the way we deliver results," said Polly Williams, Managing Director of TishTash. "The TishTash Group is focused on maximizing the opportunities that digital transformation, data analytics, and consumer demand for authenticity present. By integrating data-driven insights with creative campaigns, we ensure brands connect with their customers in the most relevant and impactful way.”TishTash Group aims to be a strategic partner for brands, leveraging hyper-targeted marketing, dynamic email campaigns, and community-based engagement. The agency is placing renewed emphasis on live events, brand storytelling, and utilizing data-driven insights to adapt to shifting consumer behaviors.Expanded CapabilitiesIn addition to its core divisions, TishTash Group is enhancing its events and experiential marketing capabilities with bespoke activations and partnerships. Over the past few months, the agency has also expanded into SEO, web design, copywriting, and brand strategy & positioning.Leadership and Structural ChangesTo drive this transformation, TishTash has restructured its leadership team:• Laura Davison has been appointed TishTash Group Director of Consumer Marketing, overseeing consumer-focused marketing strategies across all divisions.• Indira Kasaeva continues as Director of Ten by TishTash, steering strategic growth in corporate, B2B, and executive profiling communications.• Ylova Hamdan steps into the role of Director of PR for TishTash, leading a larger team and driving growth in the beauty, wellness, and lifestyle sectors.• Sophie Pasztor and Marwa Mohamed become Senior PR Account Managers for Fashion & Lifestyle, and Beauty & Wellness, respectively.• Moushmi Bhatia takes on the role of Director of Experiential and Events, leading a team focused on innovative activations and partnerships.With this transformation, TishTash is poised to redefine PR and marketing in the region, ensuring brands remain relevant, data-driven, and deeply connected to their audiences.

Asia-based PR and communications agency Companion Communications has been named the regional agency for Fairmont Hotels & Resorts for a one-year term. The agency will oversee public relations, marketing communications, strategic advisory, storytelling, partnerships, content creation, and crisis support across the Asian region.Companion Communications, known for leveraging local knowledge and deep industry insights, will play a key role in launching Fairmont’s new campaign and supporting the brand’s global expansion, with a particular focus on its growth in Asia. The agency’s expertise in the travel, dining, and property industries positions it well to execute impactful campaigns aligned with Fairmont’s development strategy.Founded in 2019, Companion Communications operates with a senior-led approach and has offices in Hong Kong and Singapore. The agency specializes in strategic public relations, corporate communications, content development, and social media, offering tailored solutions to its clients.The announcement follows the recent opening of Raffles Sentosa Singapore, the country’s first all-villa resort, developed in collaboration with the Royal Group. Set within 100,000 square meters of tropical greenery on Sentosa Island, the resort blends natural beauty with exceptional hospitality, further strengthening the legacy of the Raffles brand, established in Singapore in 1887.

Edelman EMEA chief operating officer Jon Hughes is leaving the agency after four years, with former global technology chair Justin Westcott stepping into the role.Hughes joined Edelman in 2021 as a senior advisor after departing Golin, where he spent 14 years, eventually serving as one of three global CEOs. He took on the EMEA COO role at Edelman in 2023. His departure marks a transition as he moves on to a new opportunity.During his tenure, Hughes played a key role in driving operational excellence and fostering collaboration across the region. Edelman EMEA president and CEO AJ Hesselink acknowledged his contributions, emphasizing the lasting impact he had on the agency’s business.Westcott, who has been with Edelman for over 18 years, now takes on the COO position while continuing as a senior technology advisor for EMEA. In his previous role, he co-led Edelman’s AI Strategy Committee, positioning the agency as a thought leader in AI and digital transformation.His career at Edelman has included serving as COO of Edelman UK and leading the firm’s technology practice in both EMEA and the UK. Earlier in his career, he played a significant role in Edelman’s Middle East operations, where he led the Dubai office and oversaw technology and consumer practices. Beyond Edelman, he mentors technology start-ups and advises high-growth companies on scaling and innovation.As COO, Westcott will focus on enhancing efficiency, fostering collaboration across markets, and ensuring Edelman continues to deliver for clients. His responsibilities include overseeing key markets such as Spain, Italy, Africa, and Ireland, as well as integrating the firm’s specialized solutions and AI-driven strategies.Hesselink expressed confidence in Westcott’s ability to lead the next phase of Edelman EMEA’s growth, highlighting his deep operational expertise, technology acumen, and leadership experience. With a focus on AI, digital transformation, and evolving ways of working, Westcott is set to drive Edelman’s continued evolution in the region.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Manashwi Banerjee, Head of Communications, India & South Asia, Hitachi Energy, discusses the brand’s transition following its carve-out from ABB. She shares insights on the challenges of repositioning, strategies for maintaining consistent visibility across India, Southeast Asia, and Australasia, and the integration of digital platforms into PR and communications.Banerjee also highlights Hitachi Energy’s participation in key industry events like the G20 Energy Transitions Ministerial Meeting and CII forums, emphasising their role in shaping brand credibility. Additionally, she reflects on the complexities of storytelling in the highly technical energy sector and the challenges of being a woman leader in a traditionally male-dominated industry, sharing her approach to navigating and excelling in this space.Hitachi Energy underwent a significant transition post its carve-out from ABB. What were the biggest challenges in repositioning the brand, and how did you ensure a seamless communication and stakeholder engagement transition?In 2021, the brand Hitachi Energy was born, after Hitachi Ltd bought out ABB Ltd’s Power Grid business globally. In India, it was a transition from ABB to carved out ABB Power Products & Systems India Limited to a renamed Hitachi Energy India Ltd. And the job was to navigate our entire gamut of stakeholders (employees, customers, shareholders, industry, etc.) through this transition – maintain clarity, retain their attention. It necessitated a careful balance between preserving the Company’s erstwhile legacy while crafting a distinctly new culture and taking a new leap by positioning it as a forward-looking, sustainability-driven organization. All this, while the world learnt to deal with the global pandemic and had little attention to spare.But the challenge of the pandemic also brought with it the solution – energy transition stopped being a good to have and globally there was a shift to self-sufficiency via renewables.This was in line with our global purpose of advancing a sustainable energy future for all. Our engagement efforts remained relentless, ensuring that despite industry disruptions, Hitachi Energy (in India) maintained visibility and thought leadership across media, industry and customer platforms. Clear and consistent messaging to stakeholders helped build trust and confidence in the brand. Since the carve-out also meant debuting as a listed entity in India, transparent and strategic communication played a critical role in strengthening investor confidence, contributing to a significant increase in shareholder value. By maintaining a structured, multi-channel approach, we ensured a seamless transition and reinforced Hitachi Energy's position as a leader in the energy sector.In today’s fast-paced media landscape, what strategies have worked best for Hitachi Energy in maintaining consistent brand visibility across India, Southeast Asia, and Australasia?Maintaining brand visibility in today’s dynamic media landscape requires a strategic, multi-pronged approach. One of the most effective strategies has been a well-integrated storytelling model that spans traditional media, digital platforms, and industry engagements. By securing mentions in quality media houses and adding value to high-profile forums, we have ensured that Hitachi Energy remains at the forefront of energy transition and innovation discussions.A key driver of our visibility has been our focus on thought leadership. For example, in India, in addition to industry-defining conversations in platforms like the G20 EnergyTransitions Ministerial Meeting, India Energy Week, Elecrama, Gridcon, India Smart Utility Week, etc., we actively leverage the depth of expertise to bring energy to the forefront in generalist conversations – from economy and nation-building to innovation and future talent needs.In addition to such industry events, we have attuned our narrative with the cultural and technical requirements of the various countries. The projects we focus on and how we package them is nuanced by country. For example, focusing on access to energy through microgrids in the land of a thousand islands – Indonesia, or reducing urban stress with mass transit rail system, in Greater Bangkok, Thailand and reducing carbon emissions through commercial EV charging (Grid-eMotion®) infrastructure used for charging Brisbane Metro.This integrated and adaptable strategy has helped sustain our brand’s prominence across India, Southeast Asia, and Australasia.You lead a diverse team across multiple regions. How do you ensure alignment in messaging and communication strategy across such varied markets?Leading a multi-regional communications team requires a fine balance between maintaining global consistency and adapting to local market dynamics. While our overarching communication objectives have been centrally defined, execution is tailored to fit each region’s specific cultural and industry nuances. Regular alignment meetings ensure that messaging remains consistent across teams while allowing insights from local markets to shape our approach.A strong focus on cross-functional collaboration has been instrumental in ensuring that all teams operate with a shared vision. By fostering an environment of trust and empowerment, I have built a team that is agile, responsive, and well-equipped to manage communication challenges unique to their respective regions. Understanding cultural sensitivities, regulatory landscapes, and market priorities plays a crucial role in shaping narratives that resonate with diverse audiences. This approach ensures coherence in messaging and enables us to remain agile and responsive to market-specific opportunities and challenges.Given the increasing importance of digital and social media in corporate storytelling, how has Hitachi Energy integrated digital platforms into its PR and communication strategy?Owned media has never been more relevant, and its role in empowering employees to be ambassadors of the company narrative is central to the changes we see in development and consumption of data & narratives.Digital platforms have become central to shaping and amplifying our corporate narrative. Our approach is driven by a well-orchestrated social media presence, thought leadership content, and data-driven audience engagement. LinkedIn, Twitter, and YouTube serve as key platforms for stakeholder engagement, enabling us to share insights, industry trends, and leadership perspectives in real time.Beyond social media, we leverage digital storytelling to simplify complex energy concepts and make them more accessible to a broader audience. Video content, infographics, and blogs written by our in-house experts play a crucial role in breaking down technical topics into compelling narratives. All of this has to be backed by analytics, helping us refine messaging and optimize engagement, thus expanding our reach and reinforcing Hitachi Energy's position as an industry thought leader.Energy and technology are highly technical sectors, often challenging for mainstream storytelling. How do you simplify complex narratives to make them engaging and relatable for wider audiences?Simplifying technical content without compromising its depth requires a strategic approach. One of the most effective ways to achieve this is by focusing on real-world impact. Instead of emphasizing technical specifications, we highlight how our innovations contribute to sustainability, reliability, and energy security. This human-centric approach makes complex topics more relatable.Visual storytelling plays a crucial role in breaking down technical jargon. Infographics, explainer videos, and interactive content help convey intricate concepts in a more digestible format. Take Electron – an animated video series targeted at tweens & teens, developed in collaboration with BBC studios, is an interesting case of how digital is helping change the flavor of traditional B2B communication. Another key aspect is drawing analogies that simplify energy concepts, making them more accessible to mainstream audiences. By positioning our experts as thought leaders in mainstream media, we also ensure that our messaging remains informative yet engaging.Hitachi Energy has played a role in key industry events like the G20 Energy Transitions Ministerial Meeting and CII forums. How do such platforms shape brand credibility, and what goes into preparing a brand's voice for such high-profile engagements?Earned participation in high-profile industry forums is integral to shaping brand credibility and reinforcing thought leadership. These platforms provide an opportunity to engage with policymakers, industry leaders, and investors, positioning Hitachi Energy as a key player in the energy transition. We can contribute to ongoing discussions on sustainability, digitalization, and energy innovation through these engagements.Preparation for such platforms involves rigorous message development, media training for our spokespersons, and targeted content creation. Every speaking engagement, media interaction, and stakeholder briefing is carefully crafted to align with our broader communication objectives. By maintaining a strong and consistent presence in these forums, we reinforce our leadership position and influence the broader industry narrative.The energy sector remains largely male-dominated. As a woman leader in this space, what challenges have you faced, and how have you navigated them to carve your own niche?Hitachi Energy is a diverse and inclusive Company in which every employee is welcome, treated fairly, and feels included. The Company is committed to implementing Diversity, Equity, and Inclusion (DEI) as a crucial driver of long-term and sustainable business growth and improving people's well-being.Navigating perceptions of what we do, developing audiences’ understanding of intangibles like credibility & brand value, and tangible business impact is what most communications professionals are challenged with. A strong focus on expertise, strategic thinking, and consistent impact-driven work help overcome this over time. Building a strong support network, advocating for diversity, and leading by example have been crucial in creating opportunities for more inclusive conversations in the industry. By remaining committed to collaboration across business functions, industry bodies and being open to ideas, I have been able to contribute meaningfully to the sector and carve my own niche.What advice would you give to young women aspiring to build careers in corporate communications, especially in technical industries like energy and infrastructure?To all aspiring communications professionals keen on entering corporate communications in technical or B2B industries, my advice would be to invest in building subject matter expertise, staying adaptable in an evolving landscape, and cultivating a strong professional network. No matter how digital the world gets, and how much AI is in play, these basics will remain and add to one’s confidence, resilience and a willingness to learn. By staying curious, taking ownership of their voice, and embracing opportunities to lead, they can drive meaningful change in corporate communications and beyond.

PhysicsWallah (PW), an edtech company, has appointed Alifiya Nalwala as its Group Head of Corporate Communications and Public Relations. With over 19 years of experience in journalism—largely focused on the education sector—Alifiya will spearhead PW’s communication strategy, ensuring cohesive messaging and stronger audience engagement.Alakh Pandey, CEO and Founder of PhysicsWallah, welcomed the appointment, stating: “PW has expanded across multiple segments in recent years. Alifiya’s deep editorial and strategic communication experience will help standardize our messaging across internal and external channels.”Expressing her excitement about the new role, Alifiya Nalwala said: “As a journalist, I have closely tracked India's evolving education landscape, a sector close to my heart. PW’s journey has been truly inspiring, and it is an honor to join a company that prioritizes students and is committed to shaping the future of education.”Alifiya holds a bachelor’s degree in mass media and a master’s degree in political science. She received the Anupama Jayaraman Memorial Award for young reporters at 24 and has since earned multiple accolades for her work.Before joining PW, she was a Senior Writer at The Ken and previously spent over eight years at The Indian Express, where she served as Assistant Editor and Special Correspondent. Her career also includes leadership roles at DNA (Chief Reporter & Principal Correspondent), Mid-Day, and HT Media. With expertise in media strategy, business communications, and in-depth reporting, Alifiya brings a wealth of knowledge to her new role at PW.

BOULT, India’s fastest-growing wearables brands, has appointed 80dB Communications as its strategic communications partner to drive brand visibility, corporate messaging and thought leadership.With a strong presence in India’s wearables market, BOULT continues to expand its footprint through innovation, design, and affordability. The partnership with 80dB Communications will focus on reinforcing BOULT’s brand positioning, strengthening media outreach, and building a compelling integrated communications strategy to enhance consumer engagement.“We are excited to partner with 80dB Communications at a pivotal time in our growth journey,” said Varun Gupta, Founder & CEO, BOULT– “Their expertise in shaping impactful brand narratives will help us foster deeper connections with our consumers.”Abhilasha Padhy, Co-founder and Joint Managing Director, 80dB Communications, added, “BOULT has established itself as a strong player in India’s audio and wearables industry. We look forward to leveraging our expertise to amplify their brand story, drive visibility, and enhance engagement with key stakeholders.”

PR Professionals (PRP), India’s leading integrated communications agency and the flagship of PRP Group, has won the public relations mandate for Texmaco Rail & Engineering Limited, a revolutionary force in India’s railway and infrastructure sector. This strategic partnership intends to boost Texmaco’s brand presence, corporate communications, and stakeholder engagement on a national and global scale. With this mandate, PRP has further strengthened its position as the agency of choice in India's infrastructure sector. Texmaco Rail & Engineering Limited, a listed entity of the Adventz Group, is a key player in the railway and infrastructure sector. It operates across three major business segments—Freight Cars, infra – Rail & Green Energy, and Infra – Electrical. With state-of-the-art manufacturing facilities in West Bengal, Gujarat, and Chhattisgarh, Texmaco specializes in rolling stock, locomotive components, hydro-mechanical equipment, bridges, and steel structures. A leader in freight car manufacturing for Indian Railways, private clients, and export markets, Texmaco has also formed strategic alliances with global leaders like Wabtec and Touax, reinforcing its commitment to excellence and innovation.Indranil Basu, Chief Sustainability, Brand & Communication Officer, Texmaco Rail & Engineering Limited, added, “Partnering with PR Professionals marks an important step in strengthening our corporate communications and stakeholder engagement strategy. As we continue to expand our footprint in the railway and infrastructure sector, we are confident that PRP’s expertise will help us amplify our brand’s narrative, enhance media visibility, and foster meaningful industry collaborations.”Sarvesh Tiwari, Founder & Managing Director of PR Professionals, said, “We are excited to partner with Texmaco Rail & Engineering Limited, a brand synonymous with engineering excellence and innovation in the railway sector. With India’s railway and infrastructure industry undergoing rapid transformation, Texmaco’s role is more crucial than ever. We endeavor to create compelling narratives that effectively showcase Texmaco’s contributions to sustainable rail solutions, cutting-edge technology, and infrastructure development. We look forward to driving impactful storytelling that resonates with stakeholders across industries.”PR Professionals, kwon for its client-centric approach and value-driven brand and communication strategies, has established a distinguished track record in the infrastructure sector. The agency's impressive portfolio includes high-profile clients across public relations and digital media, such as the National Capital Region Transport Corporation (NCRTC) – executing the Namo Bharat Trains, Rail Land Development Authority (RLDA), Indian Railway Stations Development Corporation (IRSDC), Delhi Metro Rail Corporation (DMRC), Uttar Pradesh Metro Rail Corporation (UPMRCL), Patna Metro, Hyderabad Metro, Tata Projects, L&T, Rodic Consultants, Systra, Chaitanya, RAILTECH, CIDCO, Rapid Metro Gurgaon, Amravati Metro rail,  among others.With Texmaco Rail & Engineering Ltd, PR Professionals continues to lead the way, leveraging its infrastructure expertise to craft compelling narratives that enhance stakeholder engagement and elevate industry recognition for its esteemed clients.PR Professionals, established in 2011, has a proven track record of delivering end-to-end branding, public relations, crisis communication, and digital media solutions for industry giants. With 12 offices in India and six international locations, PRP has successfully managed high-profile mandates across multiple sectors, including infrastructure, railways, aviation, and public sector enterprises.  This partnership underscores PR Professionals’ expertise in navigating complex industries, driving impactful narratives, and elevating brands to new heights.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Madhvendra Das, Co-Founder & Director, The Good Edge, discusses the communication and CSR gap that led to the firm’s inception. Having worked with global financial giants like Deutsche Bank and Citibank, Das shares insights on the differences between handling communications in-house versus as an agency partner. He also explores how CSR has evolved from philanthropy to purpose-driven branding, key industry trends, the pillars of an effective crisis response strategy in the digital age, and more.What was the gap in the communications and CSR space that led you to start The Good Edge?As corporate communications lead, I felt we could never find an agency that can handle everything that a robust corporate communications function needs. We felt there was a niche to be filled there – to provide advisory to company leadership, to set narratives and execute plans, to devise communications for various stakeholders including external and internal, to ensure CSR programmes are aligned with company strategy and executed in such a way that it is beneficial to both community and company and to ensure all this is backed up with very good content and creative capabilities. And to have a culture where we did not look at these diverse capabilities as silos, but as a wholesome unit. In short, we felt there was a need for a corporate communications agency, not just a PR, or Content or Creative or an Event agency, and that is what we have set out to build at The Good Edge.How has The Good Edge evolved over the years, and what sets it apart from other agencies in space?Our twin core objectives – to provide CEO advisory and integrated communications – have informed the way we have evolved over the last nine years. First, we are housed with a lot more senior advisory talent, very different from the way new agencies evolve. Second, we have a lot more in-house content, design and creative abilities. Third, we are doing it in an integrated culture with cross-functional teams, inter-se learning and growth, which I think is also a bit different from other agencies. Some of our differentiated approaches are becoming visible in the kind of clients and the kind of work we are doing for them.You’ve worked with global financial giants like Deutsche Bank and Citibank, leading their communications and CSR efforts. Now, with The Good Edge, you have BFSI clients of your own. How does handling communications for a financial institution as an in-house leader differ from managing it as an agency partner?The corporate communications experience builds within us a few things more strongly. There is immense conviction that my company is intrinsically right and that as the senior communications leader, I am responsible for communicating that to the public. And that the buck stops with me. I am happy we have been able to bring that DNA within our agency. It fills us with a great sense of ownership and commitment to the client, as if it is our own company. On the flipside, we then feel a bit disappointed when a client treats us as a vendor rather than a team member.I and a few of my other senior colleagues are fortunate to have worked with leading BFSI companies and that corp comm experience has been quite useful as an agency now. For instance, I think we have a better understanding of the increasing role of compliance in BFSI communications. We also have an intuitive understanding of the need of any communication strategy to not only be relevant for India, but also the headquarters of some of our MNC clients.CSR has moved beyond philanthropy to purpose-led branding. What are some key trends that you see in this space?What is relevant is the impact a CSR program creates for the beneficiary community on the ground and the social dividend or goodwill it generates for the company. Eventually a lot of our work at agencies is about building what we at The Good Edge call “Enduring Goodwill’ for the client. CSR plays a strong role over here. It goes towards fulfilling the unwritten social contract that an organization has with its key stakeholders and the society. Our society is progressively more concerned about a company’s social conduct and a purposeful CSR program and a calibrated communication strategy around it can really work wonders for companies in building that elusive Enduring Goodwill which provides both a ‘halo’ and an ‘armor’ for their brand. We are seeing this kind of demand increasing from our large clients.The communications landscape has evolved significantly over the years. What are some key shifts you’ve observed in corporate storytelling, and how do you ensure The Good Edge stays ahead of these trends?The Art remains the same, the Tools have changed tremendously. In short, it is a lot more about credible storytelling today and by using multiple platforms using both earned and owned means.Our leaders and our people should be the first line of storytellers, then come the credible media platforms. The good thing is the credible media platforms have expanded to new formats also and that I feel is a good development. We are tracking these trends very closely and building capabilities flexibly. For instance, we have focused a lot on building good thought leadership content capabilities in the last couple of years.Crisis management is a critical aspect of corporate communications. Based on your experience across global financial institutions and now with The Good Edge, what are the key pillars of an effective crisis response strategy, and how has it evolved in the digital age?Crisis proofing before crisis management – it is important to have mechanisms for tracking, alerting and response in place. We should try to get to a ‘No-Surprise’ situation. Crisis will come, but have we built capabilities so that we are not caught by surprise? That is important. And our response should always be in ‘One-Voice’.Each crisis or near-crisis situation must be documented even if the issue has been managed. Finally, with the digital age, crisis can emanate from many more sources – we have to train to contain and isolate as far as possible. Don’t let the fire spread. If we have these elements in place, we will be left with fewer unmanageable issues. Some fires will spread, but if we have contained the intensity through preparedness and planned responses, we will be able to handle crisis much better.

We are thrilled to announce that The Communication Council has been appointed as the official PR & Communications agency for ZigZag Vodka.More than just a spirit, ZigZag Vodka is a bold expression of individuality, crafted for those who embrace spontaneity, celebrate creativity, and refuse to follow the ordinary. With its clean, crisp, and impeccably smooth taste, ZigZag is redefining vodka craftsmanship. From the classic Original to vibrant flavours like Lime, Orange, and Green Apple, every sip is an invitation to break free from the conventional and experience life in full colour.Unique Selling Points:- Uncompromising Quality: Distilled multiple times for exceptional smoothness.- Unexpected Edge: A brand that disrupts conventional narratives and celebrates individuality.- Immersive Consumer Experience: Pushing boundaries through digital innovation and experiential activations.- Crafted for the Bold: Designed for those who embrace the unpredictable and live life with a ZigZag mindset.Spokesperson- Ishwaraj Singh Bhatia, Co-Founder and COO, Simba Beer and ZigZag Vodka"With ZigZag Vodka, we’re not just introducing another spirit; we’re redefining how India experiences vodka- bold, unconventional, and always ahead of the curve."

Sherpa Communications, a leading B2B-focused business consultancy and PR agency operating across the Middle East region and Africa, has been recognised with an award as the “Best Public Relations and Business Consulting Agency in the MENA Region” at Estesmarat’s Eighth Award Ceremony. This year’s award ceremony, held at Atlantis The Palm in Dubai, was themed 'Best Human Capital Investment Leaders Awards in the Middle East and North Africa 2024' under the motto 'UAE: A Bridge to the Future,' celebrating excellence in leadership and industry impact.His Excellency Sheikh Salim bin Sultan Al Qasimi, Chairman of the Department of Civil Aviation in Ras Al Khaimah, presented the award to Anastasiya Golovatenko, PR Director at Sherpa Communications, in the presence of Mohamed Shams El Din, Chairman and Founder of Estesmarat Magazine, along with prominent media figures and executives from across industries.Sherpa Communications helps clients establish themselves as industry leaders through strategic PR and communications. With expertise in market entry strategies, brand awareness, solution and service launches, executive profiling, event participation, enhancing online presence, and public speaking support, the firm ensures its clients’ expertise is recognised and their brands drive meaningful engagement. Consultancy takes pride in its expertise in B2B communications, supporting a diverse range of industries, including Technology and Digital, Data Analytics and Cloud Management, Metaverse Blockchain, Fintech, Healthcare and Pharma, Construction and Real Estate, Smart Logistics and Warehousing, Information Security, Automotive and Smart Mobility, Esports, Education, among others.On receiving the award, Anastasiya Golovatenko, PR Director at Sherpa Communications, said: “B2B-focused communications are often considered challenging, but we take pride in supporting global multinationals and regional SMEs with complex campaigns, leveraging our expertise and strong market presence. Brands today require PR support that goes beyond media relations, and we continuously push ourselves to be strategic consultants who add value. Our goal is to enable brands and their teams to focus on business growth while we ensure their communications are effectively managed across the region. We are truly honored to receive this recognition and extend our sincere gratitude to Estesmarat for celebrating excellence in the industry.”Sherpa Communications continues to provide innovative, results-driven PR solutions, reinforcing its commitment to excellence in the ever-changing landscape of business communications.

PRCA Mena, the regional arm of the world’s largest public relations and communications association, has included Media Mantra Consulting Mena to its growing membership base.Founded in 2012 in India, Media Mantra is an integrated communications agency with a strong legacy in brand transformation and reputation management. With the launch of Media Mantra Consulting Mena, the agency marks its global expansion with its first international office in Dubai, bringing its expertise from India to the region.Conrad Egbert, Head of PRCA Mena, said: “We are pleased to welcome Media Mantra Consulting Mena to the PRCA Mena family. Its addition reflects the continued growth and diversity of the PR and communications industry in the region.”Udit Pathak, Founder of Media Mantra, added: "PRCA Mena is the leading voice for PR and communication in the region, setting high industry standards and fostering collaboration. Being part of this network is an important step for us as we expand into Mena."According to the Holmes Report, Media Mantra has been recognized among the fast-growing firms, ranking as the third-fastest growing PR agency in AMEA and among the top 10 fastest-growing PR firms worldwide.

The Ranveer Allahbadia controversy – and many such incidents in the recent past – has demonstrated the need for a strong public relations strategy for the influencer and content creator ecosystem. Crisis management is a strong forte of PR and navigating such challenges while maintaining brand integrity and public trust is where PR can play a crucial role. From crisis management to reputation building - PR strategies help influencers strike the right balance between creative freedom and responsible communication.In this article, Adgully explores how PR can be a game-changer in guiding influencers through the complexities of the digital age and proactively prevent potential backlash.Influencers: A Different Kind of Brand“The first thing to understand is that influencers are a brand—but a different kind of brand,” explains Aakanksha Gupta, Founder & CEO, The Other Circle. Unlike traditional brands, where emotional connections are built over time, influencers already have an existing emotional rapport with their audience. This makes their reputation management more sentiment-driven than logic-based.She emphasises that public perception is influenced by this emotional baggage. “If an influencer steps outside their established persona, the reactions can be extreme. PR professionals must recognise that they are managing moral perceptions, not just legal battles,” she adds.Tarunjeet Rattan, Managing Partner, Nucleus Public Relations, reinforces this perspective, highlighting that many influencers assume they can handle their reputation alone. “Most influencers need to be sensitised to the bigger implications of what they showcase and how to handle issues when they arise. Too much, too soon, and without any training makes it tough for them to manage when they shift gears to compete with the bigger names.”Viren Anand, Lead - PR & Corp Comm, White Rivers Media, notes that the dynamics of influencer-brand collaborations have changed dramatically. “Brands today don’t just look at follower counts—they analyse engagement, audience trust, and the influencer’s ability to align with brand values. PR plays a critical role in ensuring these collaborations are meaningful and authentic.”Crisis Management: Controversies Are Emotional, Not Just LogicalInfluencer controversies often spark emotional reactions rather than rational discussions. Parul Parmar, Co-Founder, NewNarrative Media, highlights that PR professionals must act swiftly, crafting responses that acknowledge concerns while demonstrating accountability. “In a cancel-culture era, PR turns setbacks into growth opportunities. Instead of immediate apologies, a strategic crisis response plan helps influencers maintain trust.”Building on this, Jyothsna Das, AVP Corporate Communications, DS Group, stresses on the importance of preemptive reputation management. “Media training, crisis preparedness, and regulatory guidance help influencers navigate scrutiny. They must be ready with a crisis playbook and an authentic engagement strategy.”She cites CarryMinati’s controversy as an example where effective PR helped him reposition his narrative, allowing him to continue his career without major reputational damage.Viren Anand notes that influencer crises differ from brand crises. “A brand can pivot or rebrand, but an influencer’s persona is deeply personal. PR must craft responses that feel human and authentic, rather than like corporate damage control.”The Do’s and Don’ts of Influencer Reputation ManagementAccording to Parul Parmar, influencers must balance authenticity with discretion. She shares a PR-driven checklist:Do’s:Be Authentic: Audiences quickly spot insincerity, so staying true to one’s voice is crucial.Engage Thoughtfully: Professional responses to feedback build trust and community.Choose Smart Collaborations: Partnering with brands that align with personal values enhances credibility.Don’ts:Avoid Rash Reactions: Impulsive responses to criticism often backfire.Steer Clear of Misleading Content: Clickbait and false information erode trust.Don’t Over-Commercialise: Excessive brand partnerships can make influencers seem transactional rather than genuine.Tarunjeet Rattan advises, “Create an image that is rooted in your truth so you don’t have to lie and remember 200 things to maintain a fake persona. In this way, when you have a misstep, you can make it part of the dance. Don’t be tone-deaf and ignore your PR team’s advice.”Balancing Creative Freedom and Social ResponsibilityInfluencers thrive on creative freedom, but in India’s moralistic digital landscape, they must tread carefully. “Not every controversy requires an apology,” says Aakanksha Gupta. “Sometimes, standing firm is necessary. PR professionals must assess the situation carefully and determine if damage control is even required.” She also points out that increased content accessibility has heightened scrutiny. “A child can access adult comedy despite parental controls. This shifts responsibility onto content creators, making PR guidance on content boundaries crucial.”Viren Anand further elaborates, “Influencers must be mindful of how their content is perceived across different audience segments. PR helps bridge the gap between creative freedom and responsible storytelling.”Influencers vs. Traditional Celebrities: The Reputation ChallengeThe challenges influencers face are distinct from those of traditional celebrities. Aakanksha Gupta explains, “Bollywood stars are admired but distant; influencers, however, are accessible, making their controversies feel personal to audiences. This is why influencers face harsher backlash than mainstream celebrities.”PR’s role, therefore, is to manage this heightened emotional engagement. Jyothsna Das cites Bhuvan Bam’s approach as a case study: “By shifting focus towards his social impact projects, he was able to counter criticism and reinforce a responsible influencer image.”Viren Anand points out that influencer PR strategies should mirror the agility of digital culture. “Unlike celebrities, influencers are constantly in conversation with their audience. PR must evolve rapidly to match the speed of online discourse.”PR’s Role in Compliance and Regulatory GuidanceWith regulatory advisories from the Ministry of Information & Broadcasting (MIB) and organisations like ASCI (Advertising Standards Council of India) tightening disclosure norms, PR is instrumental in ensuring compliance. Parul Parmar states, “PR educates influencers on disclosure norms, vets partnerships for compliance, and refines content strategies to align with legal frameworks while preserving creativity.”Adding to this, Jyothsna Das points out, “Many influencers faced backlash when ASCI tightened paid promotion rules. PR teams helped them adapt, ensuring proper disclosures and regulatory compliance, which reduced negative reactions.”Tarunjeet Rattan elaborates, “PR can be the bridge between the influencer community and the brand world, and it has been unofficially doing this for quite some time now. However, if we were to take a more structured approach, PR is aptly placed to educate both worlds on expectations. Brands need to know how to put down an ‘ask,’ and influencers need to understand how to manage those ‘asks’ without compromising their integrity and content.”Viren Anand emphasises that regulatory compliance isn’t just about following rules—it’s about maintaining audience trust. “Transparent collaborations create long-term credibility. PR ensures influencers are not just compliant but also seen as ethical brand partners.”The Future of PR in Influencer MarketingPR is evolving beyond traditional media relations to encompass strategic reputation management, crisis preparedness, and compliance. Parul Parmar predicts, “PR professionals are leveraging data-driven insights—tracking sentiment, engagement, and risk factors—to preempt controversies and build influencer resilience.”With the influencer space maturing, PR’s focus is shifting from short-term damage control to long-term brand building. As Aakanksha Gupta puts it, “PR professionals must be as bold as the influencers they represent, tackling situations with strategic finesse and empathy.”Viren Anand adds, “The next phase of influencer marketing will see PR integrating AI-driven reputation management, predictive analytics, and proactive brand alignment to create sustainable influencer careers.”

Edelman, public relations firm, has reported a decline in global revenue, falling below the $1 billion mark after two consecutive years above it. The firm's 2024 like-for-like global revenue, excluding currency fluctuations, totaled $986 million, a decrease from the $1.04 billion reported in 2023.The drop was particularly pronounced in the United States, Edelman's primary market, where revenues fell by 7.9%, from $639 million to $589 million. Similar declines were observed in the Asia-Pacific (APAC) region, with an 11.5% decrease, and the United Kingdom, which saw a 5.2% drop."It was a challenging year for PR, but also for the entire communications sector," acknowledged Edelman CEO Richard Edelman. Despite the revenue dip, Edelman emphasized that the firm's focus remains on providing comprehensive services rather than solely on size. "We're determined to get back there, but size was never a big thing for me. I just want to be big enough to have all of the industry sectors, practices and offices that enable us to be the premier communications firm," he stated.Several factors contributed to the revenue decline, including losses in key client accounts such as Adobe, Charles Schwab, and Dairy Management. Sector-wise, health, technology, and food and beverage were the most impacted.However, there were areas of growth. EMEA revenues saw a modest increase of 1.3%, with notable performances in the UAE and Saudi Arabia. Additionally, the government and retail sectors showed growth, as did financial communications.Edelman also underwent restructuring efforts, including layoffs and the consolidation of sub-brands, to adapt to the challenging market conditions. The firm also invested in AI, integrating its proprietary LLM product, ArchieAI, into its TrustStream platform.Despite the financial setbacks, Edelman celebrated creative successes, including winning a Titanium Lion at the Cannes Lions International Festival of Creativity. The firm also made strategic hires and promotions to bolster its leadership team.The company's leadership remains optimistic about its future, citing recent new business wins and the positive impact of its restructuring initiatives.

Lauren Hunt and Nick Zonnios have come together to launch Zonnios&Hunt, a new communications consultancy built to help brands tell better stories.The business aims to provide a more nimble and efficient solution to clients?communications challenges by having senior expertise drive the entire journey – from strategy through to execution.Over the course of their careers, Hunt and Zonnios have held senior positions at Virgin Australia, Clemenger BBDO and CHEP Network among others, leading award-winning PR programs across a range of sectors, including finance, automotive, retail, travel, FMCG and more.Commenting on the launch, Hunt said: “We created Zonnios&Hunt to be the kind of consultancy we?d want to work with - one that cares about our clients? business as much as our own.“Following years of experience partnering with some of Australia?s most loved brands, we?re now uniquely positioned to deliver high-quality, memorable work that is as efficient as it is effective.?Zonnios added: “If you hang around agencies long enough, you realise that what clients want and what they get are often two different things. The real value lies in providing clients with direct access to strategic counsel, creative thinking and sharp execution. That?s exactly what we?re built to deliver.“We?re not here to win your business, we?re here to work on it. Clients get senior smarts across the whole journey, and the businesses we work with get to tell better stories.?

1 Play Group has appointed PR entrepreneur Rachna Baruah to advise on the firm’s strategic communications as the startup charts its next phase of growth and global expansion.In this role, Baruah will help align the company’s ambitious growth trajectory with relevant strategic inlays in the Indian market. Baruah will focus on structuring 1 Play Group’s India team and drive the company’s business narrative in the country.This will enable the company to chart meaningful marketing and partnership opportunities along with structuring its communication efforts. She will also work to streamline operations and explore new opportunities in the market to strengthen the company’s presence.Mohit Lalvani, Founder of 1 Play Group, said: “Rachna’s strategic inputs, storytelling prowess, and leadership make her a natural fit for this role. With her impressive track record in building Madchatter and countless communication strategies for the brands that she has worked with, we are confident she will contribute significantly to our mission of scaling 1 Play’s vision to empower the content ecosystem as a global leader. We are thrilled to have her join us during this transformative period.”Lalvani, a media and tech entrepreneur, educator, and Harvard Business School alumnus, has built 1 Play Group into a fast-emerging technology company with multiple tech stacks which include its pillar platform PlayMersiv. PlayMersiv collaborates with governments, global educational institutions, and enterprises, to provide video apps in rapid time and at low set-up costs. Rachna Baruah, Founder & CEO of Madchatter Brand Solutions, brings with her over a decade of experience in building brands and helping organizations establish credibility through communication. Under her leadership, Madchatter has worked with a diverse array of startups and emerging businesses, establishing itself as a trusted name in the PR and communications space.On her appointment, Baruah said: “I am excited to join 1 Play at such a pivotal point in its journey. The company’s vision of innovation and impact resonates deeply with me. I look forward to collaborating with Mohit and the team to build compelling narratives, strengthen partnerships, and establish a strong identity for the brand in India.”This partnership marks an exciting chapter for 1 Play Group, which is poised for accelerated growth in India and beyond. As a part of this association, Baruah will play a critical role in driving the company’s strategic agenda, ensuring it remains a trusted partner for stakeholders globally.(Image: From L-R - Rachna Baruah, Founder & CEO, Madchatter Brand Solutions and Mohit Lalvani, Founder of 1 Play Group.)

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Akanksha Jain, Assistant Vice President – PR and Communications, Swiggy, discusses her transition to the foodtech industry, key PR strategies, and the evolving role of communications in a content-saturated digital space. She shares insights on maintaining brand consistency, crisis communication, integrating CSR into Swiggy’s PR efforts, leveraging data analytics to drive impactful campaigns, and more.You have recently joined Swiggy as Assistant Vice President – PR and Communications. How has the transition been so far, and what excites you the most about working with a leading player in the food delivery space?Foodtech is a fast-paced and highly evolving space and it has been an exciting journey in the last 3+ months. Swiggy has a team of very talented and dynamic professionals and the scope of PR and Communications is immense. The agile work culture and razor-sharp focus on the brand purpose is what is exciting and I look forward to building positive and impactful narratives for the brand.Swiggy has evolved into a household name in India. What are the key strategies that you’re focusing on to enhance Swiggy’s PR and communications efforts, and how do you ensure they align with the brand’s mission?I am focusing on building an integrated communications strategy – one that leverages paid, owned, earned and digital media to communicate the stories across all kinds of stakeholders, including restaurant partners, consumers, delivery partners and investors. Today, reputation building needs a 360 degree approach – one that leverages various channels, and communicates/ connects with various audiences across a wide range of touch points. My objective is to build an impactful reputation management strategy so as to build Swiggy as one of the most trusted new-age brands in the country – one that is committed to make a positive impact.Today, the communications strategy is not complete without having a digital leg to it. With the digital space flooded with content, how can a communications professional ensure your brand message stands out, maintains consistency, and keeps audiences engaged across platforms?We are living in a digitally connected world where brands are fighting to get the attention of the customers, who are mostly overloaded with information across channels. For brands, having a distinct messaging that is consistent across channels is key to building a cohesive narrative and ensuring a higher brand recall. Here are some recommendations on how a communications pro can cut through the noise and keep their brand message shining:Know Your Audience Inside and Out: It is important to have an in-depth understanding of your audience- which platforms they prefer, what content works for them, what are their challenges etc. Also, brands should invest in active listening - monitor social media tools, read reviews and engage in conversations to better understand the customers’ sentiment.Content is King, But Context is Queen: Tailor content for a specific platform. Understand the nuances of each platform and create content that resonates with its users. Leverage various formats of content- videos, images, infographics, stories etc to keep the audience engaged. Also, it is important to create valuable, consumable and informative content that resonates with the audience.Consistency is Key: Ensure your messaging is aligned to the brand tone and overall brand vision and purpose. In order to build trust and brand credibility, consistency in messaging is essential.Engage: The era of one-way communication is over. Today, brands need to be interactive and open to feedback from consumers. They are expected to be responsive and solve any issues that customers highlight quickly. Also, they should participate in conversations to build better relationships with the audience. It is also important to keep track of the engagement metrics to better understand what is working and what is not, and revisit the approach accordingly.The PR industry often requires quick action, especially in crisis situations. How do you handle crisis communication, and what’s your approach to ensuring a brand maintains trust and transparency during challenging times?Crisis communication is a critical aspect of any communications strategy, and it requires a delicate balance of speed, accuracy, and empathy. Here’s how I approach crisis communication to help brands maintain trust and transparency during challenging times:Preparation is Key: It is important to be prepared for a crisis before it hits you. A crisis communication plan with key stakeholders, channels and processes to be followed needs to be defined well in advance. Also, it is recommended to identify potential risks for a brand and develop strategies to mitigate the same. Also, it is good to establish strong relationships with media outlets, influencers, and other stakeholders who can help the brand communicate effectively during a crisis.Act Quickly and Decisively: In times of crisis, time is critical. In case of a crisis, the Communications team should gather all the facts and information before deciding on the communication approach and messaging.Be transparent: We live in the times of social media and it is advisable that brands do not hide or ignore a crisis. In case of a mistake, brands should acknowledge the same promptly, express empathy and also talk about the corrective measures being put into place to ensure that it does not happen again. If your brand is at fault, take responsibility and apologize sincerely. Avoid making excuses or blaming others.Leverage stakeholders and brand handles to control the narrative: Communication teams should focus on controlling the narrative. An identified spokesperson can be used to speak to the media and reinforce the brand message. Also, brand channels like the website and social media should be leveraged to share the message with a larger set.Before Swiggy, you’ve worked in PR roles across several sectors, including at BharatPe, VLCC, and MobiKwik. How have your experiences at these companies shaped your approach to PR and corporate communications strategy?I have worked across a wide range of sectors during my professional journey of 18+ years. These include technology, e-commerce, SMEs, retail and manufacturing, and fintech. Having worked in different industries gives me insights into the unique perspectives, needs, and motivations of various kinds of audiences. This also enables me to tailor the communication strategies and messages to resonate with specific groups and in turn, drive impactful campaigns.It has been more than a decade that I have worked with new-age companies and I have a great rapport with senior journalists, influencers and other Key Opinion Leaders across diverse backgrounds.Additionally, diverse experience has enabled me to see the bigger picture and understand how different industries and trends interconnect. This knowledge, in turn, helps me develop more strategic and holistic Reputation campaigns.My extensive exposure to various forms of challenging situations and crises has helped me keep a cool head in any situation. I have a problem solving approach to challenges and crises which works well.Also, having held various portfolios beyond PR and Communications and working with the best of leaders in the industry, I have an in-depth understanding of new-age tools of reputation building and management as well as driving thought leadership for brands.In your previous roles, you handled CSR initiatives as well. How do you integrate CSR into Swiggy’s PR strategy, and what role do you believe CSR plays in enhancing the brand’s public image?I used to lead the CSR mandate at BharatPe and a couple of other organizations in the past. CSR is an important element in the overall PR strategy as the customers today prefer brands who have a clear purpose and are committed to making social impact.In my view, CSR dovetails well with the overall reputation building for a brand. It is a great medium to reinforce the brand purpose and showcase how the brand is committed to empowering lives/ doing good to the society and not only there to sell its products.In my previous stints, I had spearheaded and forged partnerships with government bodies/ initiatives that synced well with the overall brand purpose. This helped us further build on the brand purpose and position the brand as a trusted name in the industry – one that is committed to making a positive impact to the society at large.Also, one can leverage various forms of content as well as brands’ social channels to showcase real-life stories of how the brands’ CSR initiatives are making an impact on the ground. This can go a long way in enhancing the brands’ public image.Data has become integral in shaping marketing and PR strategies. How do you leverage data analytics to enhance decision-making in PR campaigns, and what key metrics do you consider most important in measuring success?Data is key to devise PR strategies in today’s times. There are numerous ways in which we can leverage data analytics to enhance decision making in PR campaigns. These include:Real-time monitoring: Real-time monitoring helps understand the impact of a news announcement. Also, during a crisis, data analytics helps monitor online conversations and sentiment to understand public reaction and adjust communication strategies accordingly.Sentiment analysis: This is very effective both in case of a big positive announcement or a crisis. Sentiment analysis helps one understand how the positive announcement is faring across social channels (is it generating positive conversations or not). In case of a crisis, sentiment analysis over a period of time helps to understand better if the crisis communication strategy is working well.Content performance: Data on website traffic, social media engagement, and response to various forms of content helps understand which types of content resonate most with your audience.Share of Voice (SOV): Data helps measure your brand's SOV compared to competitors, identifying areas for improvement in media outreach.Measuring influencer impact: Tracking metrics like website traffic, social media engagement, and conversions helps assess the effectiveness of influencer collaborations.Some of the metrics that I have considered in the past are campaign effectiveness, messaging impact, sentiment analysis, social media engagement (reach/ impressions, etc.), impact on downloads/ website traffic, and a comprehensive metric that takes into account publication type/ reach/ circulation/ and messaging effectiveness.

Brazen MENA has been selected as CFI’s strategic partner for all public relations needs following a competitive pitch. As an award-winning agency, with accolades such as the MEPRA Home-Grown Agency of the Year, Brazen MENA has been entrusted with increasing awareness of CFI’s global trading services, empowering traders, and highlighting its wide array of financial products and advanced trading platforms.A pioneering financial services provider, CFI prides itself on delivering exceptional value to traders worldwide. With over 25 years of experience, CFI offers access to more than 15,000 financial instruments and is regulated by over 12 international authorities, ensuring a secure and trusted trading environment. Brazen MENA’s role will be to strengthen CFI’s brand presence and expand its recognition in global financial markets.With a commitment to superior trading conditions, CFI provides commission-free trading, zero-pip spreads, ultra-fast execution, and world-class support. Brazen MENA will focus on promoting CFI’s advanced platforms, educational resources, and market-leading tools that make trading more accessible, flexible, and reliable.In addition, Brazen MENA will oversee all media and influencer communications, working to further promote CFI’s powerful offerings, from expert trading education to the cutting-edge tools that help traders make smarter, more informed decisions.Ziad Melhem, CFI Chief Marketing Officer, comments: “At CFI, strategic communication is essential to strengthening our brand and engaging traders globally. Brazen MENA’s creativity and expertise make them an ideal partner to help us enhance our messaging and reinforce our commitment to innovation, transparency, and trader empowerment. We look forward to a strong collaboration that drives meaningful impact.”Louise Jacobson, Managing Partner of Brazen MENA, added: "We're thrilled to be leading PR for CFI, a pioneering financial services provider with a strong legacy of delivering exceptional value to traders worldwide. With Lewis Hamilton as their global brand ambassador, CFI embodies precision, performance, and a winning mindset—values that align perfectly with our approach at Brazen MENA. This partnership reinforces our expertise in the corporate and finance space, and we're excited to enhance CFI’s brand presence and expand its recognition in global financial markets. With our smart, creative, and results-driven strategies, we’re set to deliver high-impact results."

PR Professionals, a leading integrated communications firm and the flagship of PRP Group, has been awarded the Public Relations and Digital Media mandate for the Department of Revenue and Land Reforms, Government of Bihar. This mandate marks another milestone in PRP’s expanding presence within Bihar’s government sector, reinforcing its position as a trusted communications partner for multiple state departments.In addition to these new mandates, PRP has served key institutions in Bihar, including the Bihar State Education Board (BSEB), Bihar Agricultural Management & Extension Training Institute (BAMETI), Bihar Water Development Society, Software Technology Parks of India, Bihar Vidhan Sabha, Bihar Business Connect, Bihar State Food Corporation, Soil Conservation Board, Patna Metro, and GSTN, among others.Sarvesh Tiwari, Founder & Managing Director – PR Professionals “Winning the Public Relations and Digital Media mandate for the Department of Revenue and Land Reforms is a significant milestone in our journey of expanding our presence in Bihar. With this mandate, we are honored to work with four key ministries in the state, further solidifying our role as a trusted communications partner for government institutions. We look forward to continuing our efforts in enhancing public engagement, fostering transparency, and driving meaningful communication initiatives across Bihar”With a strong track record in executing high-profile government campaigns, PRP recently managed the publicity and event execution for the prestigious 85th All India Presiding Officers' Conference (AIPOC) held in Patna. The event, which brought together key legislative leaders from across the country, was a landmark occasion, and PRP played a crucial role in ensuring its widespread media visibility and seamless execution.PR Professionals, established in 2011, is a leading integrated communications agency renowned for delivering exceptional branding and public relations solutions. The agency is dedicated to helping businesses achieve market leadership while engaging in meaningful philanthropic activities. Confianza Consulting, another PRP Group company, offers a comprehensive range of human resource solutions, including talent acquisition, performance management, compliance, and employee engagement. PRP Group has expanded to 12 offices across India and six international locations, reflecting its commitment to excellence and growth.

Brand Talkeez, an emerging name in strategic public relations, proudly announces its collaboration with Ramagya Group as its official PR partner. This partnership marks a significant step towards amplifying Ramagya Group’s vision and achievements across education, sports and philanthropy.Known for its trailblazing innovation and commitment to quality, Ramagya Group has consistently redefined excellence across various sectors. With its prestigious educational institutions and world-class sports academies, the group has been instrumental in shaping the future of young minds and nurturing champions on a global stage.Speaking on this collaboration, Utkarsh Gupta, Managing Director, Ramagya Group, said "At Ramagya, we believe in the power of vision, and every vision needs a voice. Brand Talkeez team brings the perfect synergy of creativity and strategy to amplify our story, ensuring that our impact resonates far and wide. "We are thrilled to be the voice behind a brand that transforms lives in education. This partnership with the Ramagya Group is more than just PR—it’s about storytelling that inspires action," said Saloni Sood Mehra, Founder, Brand Talkeez.This collaboration aims to elevate Ramagya Group’s presence and brand awareness, highlighting its contributions and pioneering initiatives in education. As both organizations embark on this journey, the focus remains steadfast: building a legacy of excellence, innovation, and positive change.

Adfactors PR has bolstered its Capital Market Communications Group (CMCG) by appointing five top-notch industry professionals. The CMCG is a market-leading practice that delivers a range of specialist services to India Inc. – ranging from mid-market businesses to the nation’s largest conglomerates.The senior professionals are: Ajaya Sharma, former Senior Editor-Markets and Anchor at Times Network (ET NOW and ET NOW Swadesh); Prosenjit Ghosh, former Director, Key Account Management and Business Development at CRISIL, and former Group Chief Business Officer at Acuité Ratings & Research; Himanshu Sharma, former Director, M&A at Ernst & Young; Anisha Jain, former Senior News Anchor, Deputy Editor and Head of Research at ET NOW; and Lalit Jaisingh, former Senior Vice-President and Team Lead at Concept Public Relations.Adfactors PR CEO and Head of CMCG Nijay N Nair said, “The strengthening of the Capital Market Communications Group is part of a continuing effort to enhance our competencies and scale. This is critical to address the diverse and complex requirements of our clients in an ever-evolving Indian capital market landscape.”Adfactors PR Co-Founder and Managing Director Madan Bahal said, “As India’s largest public relations firm, we consider it our responsibility to proactively prepare to serve the needs of India Inc. Our long-range vision is based on the firm’s sustained relevance to address the needs of fast-growing Indian capital market and the larger economy.”Adfactors PR is confident that the new leaders, with their rich mix of experience across media, public relations, credit rating, research, investment banking and consulting will add tremendous value to its clients.

PRCO Group has been appointed by Red Sea Global to manage communications for The Red Sea and AMAALA, two pioneering tourism developments in Saudi Arabia. This collaboration aims to elevate global awareness and position these destinations as benchmarks for ultra-luxury and regenerative tourism. The Red Sea project encompasses an archipelago of over 90 pristine islands, offering unparalleled diving experiences among vibrant coral reefs. AMAALA, with wellness at its core, is redefining coastal luxury by promoting deep connections to nature, self, and community. Both projects are integral to Saudi Arabia's Vision 2030, aiming to diversify the economy and establish the nation as a premier global tourism hub. In addition to appointing PRCO Group, Red Sea Global has recently launched its first Health & Safety Training Academy, following a pilot phase that trained 1,000 workers. This initiative underscores the company's commitment to safety and excellence in its developments. Furthermore, Red Sea Global has unveiled Red Sea Residences, offering exclusive luxury homes along the Red Sea coast. This move caters to the growing demand from affluent investors seeking unique residential opportunities in the region. These developments highlight Red Sea Global's dedication to creating world-class, sustainable tourism destinations that align with the kingdom's broader economic and cultural objectives.(Image: Red Sea Global residence)

Communications agency Sling & Stone has won a competitive pitch to amplify awareness of Moonpig in Australia, the market-leading global greetings cards and gifts platform.Moonpig revolutionised the British greetings card market in the 2000s, focusing on cards that shoppers could personalise with photos and text. Now a one-stop-gift shop, the brand continues to innovate, developing an easy-to-use card design app, plus new features such as video messaging.“Sling & Stone’s deep experience and passion in consumer retail and tech innovation complements our marketing programme for Australian shoppers. The creativity showcased in the pitch, their deep local networks and genuine passion for the brand confirms that we couldn’t have found a better partner; they are a true extension of our in-house team.” said Mary Liu, International Director at Moonpig.“Moonpig is a pioneering, market leading brand, forging connections to positively impact users, and doing it all with a sense of humour, making it the perfect pairing for Sling & Stone,” said Kelly Owens, Director of Consumer at Sling & Stone.Moonpig joins an expansive portfolio of global brands who have sought out Sling & Stone’s expertise in localising, launching and amplifying brands in the Australian market, with current international clients including Krispy Kreme, Domino’s, Levi’s, Lush and Too Good To Go.

PR Professionals, India’s leading integrated communications firm, the flagship of PRP Group announced that it has bagged the public relations mandate for Heritage Aviation, one of India’s largest and fastest-growing helicopter and aircraft charter companies. This partnership comes at an exciting time as Heritage Aviation continues to expand its footprint and raise its profile as a leader in the aviation sector.Founded in 2009, Heritage Aviation began its journey with a small helipad at Guptakashi, offering helicopter services for pilgrims visiting the Kedarnath temple. Over the years, the company has grown into a pioneer in the helicopter industry, gaining expertise in complex missions such as search and rescue operations, disaster relief efforts, aerial work, and providing pilgrimage and leisure tours. Heritage Aviation operates a diverse private aircraft fleet, offering clients seamless air travel solutions tailored for major corporations and dynamic businesses. With a reputation built on reliability, comfort, and efficiency, the company continues to set new benchmarks in aviation.“As we continue to grow, we are excited to collaborate with PR Professionals to enhance our brand visibility and connect with key audiences more effectively. This partnership aligns with our vision to lead the aviation industry by setting new standards for service, safety, and customer satisfaction” said Rohit Mathur, CEO and Managing Director of Heritage Aviation.Sarvesh Tiwari, Founder & Managing Director shared “We are excited to partner with Heritage Aviation, a company that has demonstrated exceptional leadership in the aviation industry. We look forward to working closely with their team to enhance their communication strategy, raise awareness of their diverse services, and solidify their position as a trusted name in aviation”Established in 2011, PR Professionals is a leading integrated communications firm known for delivering exceptional branding and public relations solutions. The agency is dedicated to helping businesses achieve market leadership while engaging in meaningful philanthropic activities. Confianza Consulting, another PRP Group company, offers a comprehensive range of human resource solutions, including talent acquisition, performance management, compliance, and employee engagement. PRP Group has expanded to 12 offices across India and six international locations, reflecting its commitment to excellence and growth.