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. Over the past decade, public relations in India have transformed from a largely transactional function into a strategic pillar of brand building. From navigating fast-moving news cycles to managing omnichannel narratives, today?ÇÖs PR firms are expected to deliver more than just media visibility?Çöthey must offer clarity, context, and counsel in a hyper-connected world. At the forefront of this evolution is Carmine Communications LLP, a firm known for its integrated approach, digital fluency, and purpose-driven storytelling.In conversation with Adgully, Minesh Raja, Founder & Partner at Carmine Communications LLP, shares how the agency is redefining the role of modern PR?Çöfrom being media intermediaries to becoming strategic architects of brand reputation. Drawing from his own entrepreneurial journey, Raja offers insights into the rise of programmatic storytelling, the impact of media fragmentation, and why clarity, empathy, and adaptability are the most critical skills for PR professionals today.From founding Carmine Communications LLP to leading it?Çöhow has your journey shaped your view of the evolving PR landscape in India?When I started Carmine, I saw a gap?Çönot just in the kind of work being done, but in the mindset. PR was largely transactional back then?Çöpress releases, event coverage, damage control. My vision was to build a firm that works like a strategic partner to brands, not just a vendor. Over the last decade, the Indian PR landscape has undergone a tectonic shift. The advent of digital media, the explosion of content platforms, and the rise of citizen journalism have completely redefined our playing field.This journey has reinforced my belief that PR today is about reputation architecture, not just publicity. We now operate at the intersection of strategy, culture, and community. Clients come to us not only for media coverage but for guidance on how to speak, when to speak, and what not to say in a hyper-reactive world. It?ÇÖs been humbling and exhilarating to lead a team through that transformation. With PR increasingly merging with digital and content marketing, how is Carmine adapting to this convergence? We embraced the shift early on. At Carmine, we?ÇÖve always believed that good communication doesn?ÇÖt live in silos. What used to be separate departments?ÇöPR, digital, content?Çöare now merged in one unified strategy. We've built in-house capabilities for Digital PR that cover content creation, influencer marketing, crisis mitigation, social media analytics, and even community building.For instance, today a product launch campaign doesn?ÇÖt just mean a press note?Çöit includes an interactive landing page, curated influencer reels, SEO-backed blog content, regional media outreach, and real-time response mapping on digital platforms. This approach helps us tell stories in formats that match how people consume content today. A campaign's success now depends on its ability to be discovered, shared, and believed?Çönot just printed.We?ÇÖve also made a conscious effort to hire young talents and upskill our existing team in digital analytics, SEO, and creative storytelling formats that go beyond words?Çölike video bytes, carousels, memes, and podcasts. PR has truly become omnichannel?Çöand we?ÇÖve evolved our DNA to reflect that. What, according to you, sets a good PR professional apart in today?ÇÖs fast-paced media environment? The answer used to be ?Ç£relationships,?Ç¥ and while that?ÇÖs still important, today I?ÇÖd say it?ÇÖs clarity under chaos. News cycles are shorter than ever. A trend can go viral in minutes and die within hours. Amid that speed, what separates a good PR professional from the rest is someone who can assess a situation quickly, think strategically, and act responsibly.Empathy is another underrated but critical skill. You're often the voice behind the brand?Çöwhether you're announcing layoffs, addressing a crisis, or launching a new product?Çöand how you shape that message affects public perception. Professionals who can combine strategic thinking with emotional intelligence will always have the edge.Also, adaptability. Today?ÇÖs PR professionals must know how to map the latest trends, brief a journalist in the morning, pitch a podcast by noon, and draft a CEO statement, articles in the evening. Those who succeed are the ones who can code-switch between formats, tones, and audiences seamlessly. You?ÇÖve worked with a variety of brands?Çöhow do you tailor your communication strategy to match different brand personalities and sectors? Great communication starts with listening. At Carmine, before we recommend anything, we immerse ourselves in the brand?ÇÖs ecosystem?Çöits history, tone, pain points, audience behaviors, and even internal culture. Because no two brands are the same, our approach must reflect that uniqueness.Let?ÇÖs say we?ÇÖre working with a new-age fintech startup. The storytelling will focus on disruption, innovation, business model and digital trust. Now compare that with a legacy healthcare institution?Çöhere the narrative might lean into credibility, care, success ratio and clinical excellence. The voice, visuals, platform strategy, and even response mechanisms differ dramatically.We use audience insights, brand archetypes, competitive analysis, and sentiment mapping to build a brand-aligned communication matrix. What remains constant is our belief that the story must be authentic?Çöbecause forced branding is easy to detect and quick to fail in today?ÇÖs transparent media environment. Crisis communication has become more critical than ever?Çöwhat?ÇÖs your approach when a brand faces a reputation challenge? The speed at which misinformation spreads today makes crisis communication more crucial than ever. At Carmine, we treat crisis planning as a mandatory component of brand stewardship, not a reactive task. We help brands build internal playbooks that include scenario mapping, pre-approved messaging, media handling protocols, and chain-of-command clarity.When a crisis hits, our first instinct is to pause and gather facts. Acting too fast without clarity can do more damage than delay. Once we have the facts, our priority is to communicate swiftly, honestly, and empathetically?Çöwhether it?ÇÖs to the media, employees, or customers.At Carmine Communications, we?ÇÖve stood shoulder-to-shoulder with corporates and high-profile individuals caught in India?ÇÖs most unforgiving PR storms?Çöcoordinated media offensives, digital smear campaigns, hostile activism, and regulatory controversies engineered to fracture public trust.Over the years, we?ÇÖve learned a hard truth: in an age where narratives are weaponised, blind acceptance of blame is rarely a strategy?Çöit?ÇÖs surrender. When reputational damage stems from an unintentional act, our approach is surgical. We dissect the issue, surface overlooked facts, build credible references, and inject context that reframes perceptions. The goal is clear: tilt the discourse, diffuse hostility, and redirect scrutiny without compromising credibility.We don?ÇÖt just manage a crisis; we manoeuvre the narrative?Çöturning potential reputational free fall into an opportunity to reinforce our clients?ÇÖ standing. Because in today?ÇÖs hypercharged environment, trust isn?ÇÖt given?Çöit?ÇÖs defendedHow has media fragmentation (regional media, influencers, social channels) impacted the way you plan and execute PR campaigns?It has made campaigns both more complex and more exciting. Earlier, you?ÇÖd build a single campaign narrative and push it through a handful of national dailies and business channels. Today, a campaign may need 10 different content formats, 5 language versions, and partnerships with 30 creators to reach the same level of visibility and engagement.This fragmentation has also brought hyper-personalization to the forefront. We now build audience clusters?Çönot just by geography but by digital behavior, platform preference, and influencer credibility. For instance, a regional journalist might carry more weight in Tamil Nadu than a national media house. Or a micro-influencer in Pune might generate higher engagement than a Bollywood name.So, we plan campaigns in modular formats?Çöallowing for adaptation across platforms, languages, and audience expectations. Yes, it requires more effort. But the impact? Far deeper and more measurable. What?ÇÖs your take on the role of purpose-driven communication in building long-term brand equity?Purpose is not a marketing hook?Çöit?ÇÖs a business compass. And consumers today are asking the hard questions: What does your brand stand for? How do you treat your employees? What?ÇÖs your environmental footprint? If your answer is vague, they?ÇÖll move on.At Carmine, we encourage clients to identify authentic purpose pillars and build consistent communication around them?Çönot just during campaigns but in everyday messaging. Whether it?ÇÖs DEI, sustainability, or social impact, we help brands walk the talk. That means aligning leadership messaging, media strategy, internal culture, and social voice with their stated purpose. What advice would you give to young professionals who aspire to enter the world of communications and PR today?Learn the craft?Çöthen learn the business. PR is no longer just about writing press releases. It?ÇÖs about understanding media behaviour, digital platforms, consumer psychology, and brand strategy. So read widely, write regularly, ask questions, and stay hungry. Don?ÇÖt chase shortcuts.???Also, build relationships?Çöreal ones. This industry still thrives on trust and credibility. That?ÇÖs your biggest asset. And lastly, develop resilience. There will be days of chaos, campaigns that flop, and crises that unfold at midnight. If you can keep your cool, stay ethical, and still find the story worth telling?Çöthat?ÇÖs when you know you?ÇÖre in the right place.

Value 360 Communications Limited, one of India?ÇÖs leading integrated public relations and communications agencies, has filed its Draft Red Herring Prospectus (DRHP) with the Securities and Exchange Board of India (SEBI), marking a historic step for the Indian marketing services industry. With this move, the firm is poised to become the first Indian-origin PR and digital-first communications company to go public.The proposed Initial Public Offering (IPO) comprises a fresh issue of equity shares worth ?240 crore and an Offer For Sale (OFS) of up to 1.59 crore equity shares by existing shareholders, including the company?ÇÖs promoters. The IPO is being managed by Axis Capital, JM Financial, and IIFL Securities, who are acting as the Book Running Lead Managers (BRLMs).Founded in 2003 by Kunal Kishore, Manish Tewari, and Umesh Kumar, Value 360 has steadily evolved from a traditional public relations consultancy into a full-stack communications agency. Today, it offers a wide range of services including media relations, influencer marketing, digital and social media campaigns, brand storytelling, reputation management, content production, and public affairs advisory.The net proceeds from the fresh issue are proposed to be used for funding the company?ÇÖs working capital requirements, investments in technology infrastructure to enhance automation and analytics capabilities, and pursuing strategic acquisitions. A portion will also be allocated toward general corporate purposes, according to the DRHP.Value 360?ÇÖs business model is underpinned by its ability to deliver integrated communications campaigns across earned, owned, and paid media channels. The agency has partnered with over 500 brands across sectors such as technology, consumer goods, fintech, healthcare, education, startups, and lifestyle ?Çö with a focus on high-growth and digitally active categories.What sets Value 360 apart is its digital-first mindset. The agency has been early to adopt tools and platforms that blend performance marketing with content and community building. Its offerings include AI-driven dashboards, media monitoring solutions, influencer intelligence systems, and proprietary content formats designed to deliver measurable impact for clients.The IPO comes at a time when India?ÇÖs advertising and communication industry is witnessing robust momentum, with more brands prioritizing storytelling, trust, and engagement alongside traditional performance metrics. As the PR and content ecosystem becomes more data-driven and result-oriented, Value 360?ÇÖs listing could redefine how the communications business is perceived ?Çö not just as a creative function but as a strategic growth partner.Post-listing, the company aims to expand its national and international footprint, particularly in Southeast Asia and the Middle East, deepen its capabilities in regional communications, invest in ESG and crisis management solutions, and selectively acquire boutique agencies to bolster service depth in niche categories.In the long term, Value 360?ÇÖs move could help bridge the valuation and visibility gap between India?ÇÖs creative services sector and its global counterparts. It also signifies the increasing convergence between PR, digital marketing, and advertising ?Çö with clients now seeking integrated solutions across channels.By aligning capital with creativity and combining digital agility with storytelling expertise, Value 360 is not just preparing for its next phase of growth ?Çö it is also laying the foundation for how the future of communications in India might look: data-backed, investor-driven, and globally scalable.

The RoundTable Central Co powered by BrandStory Digital?ÇÖs PR Division, recently completed its impactful first season with 10 episodes across five high-impact themes of AI & India, Corporate Social Responsibility (CSR), the Semiconductor Industry, Corporate Well-being, and Employer Branding. Each theme was covered in two episodes, moderated by an industry expert and featuring four distinguished panelists including CEOs, founders, and industry experts. The sessions stand out as a platform that responds to the pulse of the new generation, and are deep into timely topics that influence both business and society. With real-time issues like AI integration, ethical responsibility in business, and the future of work, the episodes offered clarity, sparked awareness, and encouraged actionable outcomes for organizations across sectors. Released on prominent digital platforms, the discussions offered unique perspectives, sparking meaningful industry-wide engagement. ?Ç£Roundtable Central was built to inspire dialogue that matters. Season one proved the power of diverse voices coming together to drive meaningful insights and fresh ideas with real impact?Ç¥ said Bala Kumaran, Founder & CEO of BrandStory Digital. He further added that ?Ç£its impactful storytelling and strategic thought leadership, enabling businesses and leaders to navigate emerging trends with clarity, relevance and purpose?Ç¥. Payyal Daasgupta, Communications Director BrandStory Digital, shared ?Ç£RoundTable Central is not just a series, it?ÇÖs a movement towards more informed, inclusive, and forward thinking dialogue. As the communications arm of BrandStory Digital, we are proud to have crafted a platform that blends strategic storytelling with the power of expert perspectives. Season one reaffirmed our belief that when the right voices come together, the conversation doesn?ÇÖt just end at the table it sparks change across boardrooms, industries, and communities. We are geared up & excited for the new voices & topics in season two of Roundtable Central?Ç¥ RoundTable Central is a modern-age think tank and innovative platform that brings together influential voices to engage in deep forward discussions on topics that will shape the future. It serves as a hub where thought leaders, industry experts and visionaries come together to explore challenges, generate insights, and push boundaries of conventional dialogue that makes few meaningful differences.

SMFG India Credit has announced the appointment of Yogini Joglekar as Vice President ?Çô Marketing, marking a significant addition to its leadership team. In her new role, Joglekar will lead the company?ÇÖs efforts across brand strategy, public relations, and social media?Çökey areas that are crucial to the company?ÇÖs growth and evolving digital presence.Joglekar brings a rich background in communications, having previously spearheaded corporate communications at Tata Capital. Over the years, she has established herself as a seasoned communications professional with deep-rooted expertise in storytelling, brand positioning, and stakeholder engagement. Her journey into marketing and communications began after a successful stint as a personal finance journalist, which helped her develop a consumer-first approach and strong understanding of the financial landscape.This transition reflects SMFG India Credit?ÇÖs intent to enhance its brand visibility, deepen trust with consumers, and strategically align its communication with business goals. With the financial services industry becoming increasingly competitive and digital-first, her role is expected to drive more integrated and insight-driven campaigns that resonate with diverse audiences.Speaking about the move, industry peers have noted that Yogini?ÇÖs blend of newsroom sharpness and corporate experience positions her uniquely to lead the next phase of the brand?ÇÖs marketing evolution.As SMFG India Credit continues to expand its presence and impact, this leadership appointment signals its focus on strengthening brand storytelling, improving customer outreach, and building deeper relationships with its stakeholders.

Since 2015, the percentage of retail sales being made online has more than doubled, from 12 percent to 26 percent. The trajectory is clear ?Çô sales are increasingly moving online.That said, the challenges facing online retailers are very different to bricks and mortar sellers, with daily abandoned carts accounting for billions in lost sales in the UK alone. But why do so many people abandon their digital shopping carts, and can anything be done once they have? The reasons behind abandonment are varied, but there are solutions that can help ?Çô and they are not hard or expensive to implement.With minimal investment, those that have abandoned their carts can be reengaged - turning interested shoppers into committed buyers. With an increasingly competitive retail ecosystem, omni-channel remarketing is a way to maximise a website?ÇÖs sale potential and should be a foundational component for ecommerce strategies. The financial impact of abandoned shopping cartsAccording to a report published in Retail Gazette online retailers lost ?ú38bn in 2024, with 24% of all items in shopping carts abandoned. In increasingly challenging times for the online retail space, missed opportunities such as these can be detrimental for businesses.Looking into some of DMAC Media?ÇÖs own clients' accounts, we learnt that many businesses lost between three and ten sales per day with an average order value of ?ú305. This could mean an annual loss of over ?ú700,000. When every penny counts, reducing the impact of abandoned carts has never been so important. Why do shoppers abandon their carts?In traditional in-store retail, if a shopper puts an item in their shopping cart, they are very likely going to buy it. In ecommerce however, it?ÇÖs far easier to abandon a shopping cart - you can simply close a tab and never return to make the purchase. The reasons behind a shopper abandoning their cart are myriad but users typically fall into one of two categories. The first are those that make an active decision to leave, often owing to something that happened during the checkout process. It?ÇÖs an inescapable truth that some users get cold feet before buying, but others are put off for more specific reasons. One of the leading causes of cart abandonment is the lack of ?Çÿcheckout as guest?ÇÖ options. This approach forces interested shoppers into having to spend time setting up an account, which can create a barrier to purchase.Other factors in an unoptimised checkout process include limited payment options and long delivery times, each of which can cause a user to abandon their cart. It will be very difficult to reengage these shoppers.Our second category, however, includes those users that haven?ÇÖt deliberately or fully decided to not buy, they may have simply been distracted and navigated away from the checkout or may need a little more time to make the decision to purchase. In either case, the danger here for businesses is that the user forgets about the purchase and never returns to complete the transaction. In previous years, these users were lost but they can now be reengaged. With the right approach, lost sales can simply be transformed into delayed sales.The solution? Omni channel remarketingOmni channel remarketing is a cost-effective, proven solution for our second category of shoppers, those who abandoned their carts. This approach includes the strategic use of online and offline marketing channels to reengage those shoppers.Automated email marketing is a typical first step, whereby potential customers are not only refamiliarised with a brand, but they can also be directly reminded of the purchase they were considering. If a website uses cookies and sessions to retain data, the user may find their previously abandoned order already in their cart, ready to be purchased. In support of this, short and medium-term use of search engine and social media advertising can be used to amplify the brand and reengage the user into the buying process. Our customers have reported that by implementing an omni channel remarketing strategy, lost checkouts have been reduced by an average of 16 percent, or approximately ?ú112,000 per year. To avoid losing those shoppers that fell into the first category, companies need to invest in a more streamlined checkout process that removes barriers where possible. Making a transaction as easy as possible with good UX on your website is a proven way to ensure a user doesn?ÇÖt abandon their cart in the first place. Using a winning combination of improved user experience while adopting the right omni channel remarketing strategy, lost shoppers can be won back. While no business will ever be able to convert every shopper into a paying customer, the combination of checkout evaluation and omni channel remarketing will help to reduce the impact of cart abandonment and ultimately increase revenue.

The King Salman Park Foundation, a key player in Riyadh's urban development, has appointed Simon Shaw as its new Chief Communications and Marketing Officer. Shaw, formerly the Chief Creative Officer at the global communications firm Burson, will lead the park's brand and marketing efforts.Shaw, who relocated to Riyadh in April 2025 for the role, brings extensive experience from his career in marketing, communications, and creative strategy. His previous positions include Global Chief Creative Strategy Officer at Hill & Knowlton and Chief Creative Officer at Burson, where he worked with major brands and corporations across the Middle East, China, the U.S., and Europe.In a LinkedIn post, Shaw expressed his enthusiasm for the new role, stating that it "is an opportunity to bring together my communications, marketing and architectural experience and play a small part in the delivery and operation of one of the most exciting and impactful projects in the capital city of Riyadh."Shaw's background also includes a degree in architecture, which he says he will leverage in his new role. He has a long history of creative leadership, having served as a speaker and judge at prestigious global events like Cannes Lions and the D&AD.The King Salman Park project, one of Riyadh's four "mega-projects," is a massive urban regeneration initiative covering 17.2 square kilometers. It is a landmark of Saudi Arabia's Vision 2030, designed to create a vibrant space for nature, culture, and community in the heart of the city.

Swiggy has strengthened its communications team with the appointment of Akshita Agrawal as part of its PR & Communications team for the food business vertical, encompassing Marketplace, Dineout, SNACC, and Bolt. She will work closely with Akanksha Jain to lead strategic storytelling and brand reputation efforts across these segments.With over 13 years of experience in B2C communications, reputation management, and thought leadership, Akshita brings a rich blend of in-house and agency expertise. Prior to Swiggy, she spearheaded PR and communications at Magicbricks for nearly four years. Her earlier roles at The PRactice and Adfactors PR saw her handle mandates across data-led narratives, consumer engagement, and social impact.Announcing the move on LinkedIn, Akshita shared, ?Ç£It?ÇÖs time to chase my interests in technology, food, sustainability, and everything in between.?Ç¥Her appointment underscores Swiggy?ÇÖs continued focus on building a strong and future-forward brand in the dynamic food and dining ecosystem.

Rixos Hotels has appointed Brazen MENA as the strategic Public Relations partner for the launch of Rixos Obhur Jeddah, Saudi Arabia?ÇÖs first true all-inclusive family and lifestyle resort. The appointment follows a competitive pitch process and marks a milestone moment for both brands as Rixos makes its highly anticipated debut in the Kingdom.Located on the shores of Obhur Bay, Rixos Obhur Jeddah represents a bold new chapter in experiential travel, combining elevated hospitality with a vibrant, family-first approach. The resort blends contemporary elegance with Arabian hospitality and features 250 accommodations, a private beach, curated dining concepts, world-class wellness facilities, and Jeddah?ÇÖs only dedicated kids?ÇÖ club.Brazen MENA will lead launch communications for the flagship property, with a remit spanning strategic media relations, content development, influencer engagement, and storytelling around the brand?ÇÖs signature ?Çÿall-inclusive, all-exclusive?ÇÖ philosophy. The agency will spotlight the resort?ÇÖs cultural relevance and its role in shaping Saudi Arabia?ÇÖs evolving tourism landscape.The win further strengthens Brazen MENA?ÇÖs growing portfolio in the Kingdom and reinforces the agency?ÇÖs track record in delivering high-impact, locally relevant campaigns for the region?ÇÖs most exciting hospitality brands.Louise Jacobson, Managing Partner at Brazen MENA, commented:?Ç£This is a hugely exciting win for the agency. Rixos Obhur Jeddah isn?ÇÖt just a resort ?Çô it?ÇÖs a game-changing destination that speaks to where Saudi tourism is heading. Our expertise in lifestyle, hospitality, and market-first openings puts us in a prime position to help bring the launch to life and create lasting impact.?ÇÖ?ÇÖMohammed Al-Khatib, General Manager of Rixos Obhur Jeddah, added:?Ç£We are delighted to partner with Brazen MENA at this pivotal moment for the Rixos brand in Saudi Arabia. As a milestone launch, it was essential to find a PR partner who understands the market and brings bold, creative storytelling. Brazen MENA stood out for their strategic thinking, local insight, and passion for lifestyle-driven communications ?Çô we?ÇÖre excited to bring this destination to life together.?ÇÖWith offices in Dubai and Riyadh, Brazen MENA continues to build on its bold new brand platform ?Çô B Ahead, B Brazen, driving greater Visibility, Reputation and Impact across the region.

 Media Maniacs Group announces the appointment of Richa Kapoor as Brand Strategy Mentor, marking a decisive step in the agency?ÇÖs continued evolution as a digital-first, insight-driven marketing and PR partner. With this move, Media Maniacs aims to enhance the strategic depth of its offerings and deliver sharper, more intelligent outcomes for clients navigating increasingly complex brand ecosystems.Richa Kapoor brings with her nearly two decades of global marketing leadership across B2B, B2C, and D2C sectors. She is the Founder of Pivet Marketing, where she has advised a wide spectrum of businesses on growth acceleration through integrated brand strategy, digital transformation, and narrative design. Her work blends analytical thinking with creative execution?Çöenabling brands to stay culturally relevant while also performance-focused.At Media Maniacs, Richa will collaborate with the agency?ÇÖs leadership to mentor the brand strategy team, develop AI-augmented campaign frameworks, and embed a more structured, scalable approach to digital marketing and PR strategy. Her role will help Media Maniacs move beyond traditional campaign planning and toward a more intelligent, insight-based model driven by data, storytelling, and automation.?Ç£Richa?ÇÖs strategic perspective and her ability to decode audience behavior in real-time will be a strong asset as we reimagine how brands grow in a digital-first world,?Ç¥ said Surabhi Trivedi, Founder & CEO of Media Maniacs Group. ?Ç£Her input will strengthen our ability to deliver brand and reputation strategies that are not just creative, but also context-aware and AI-empowered.?Ç¥Richa?ÇÖs appointment is expected to bring immediate value to Media Maniacs?ÇÖ client ecosystem. Her experience in harmonizing brand building with performance marketing will help clients craft more cohesive digital footprints where earned, owned, and paid media strategies work in unison. With her guidance, client campaigns will benefit from sharper positioning, stronger audience insights, and messaging that adapts dynamically across touchpoints.In an era where brand trust, digital reputation, and data-led decision-making are converging, this collaboration will enable Media Maniacs to offer a more strategic edge?Çöespecially for clients looking to scale quickly while staying culturally and competitively relevant.?Ç£Brands today operate in a constant state of scrutiny?Çöby algorithms, audiences, and markets alike,?Ç¥ said Richa Kapoor. ?Ç£This demands a smarter, more empathetic approach to strategy?Çöone that?ÇÖs deeply digital and agile, reputation-conscious, and aligned with long-term business value. I look forward to contributing to Media Maniacs?ÇÖ next phase of growth to push the boundaries of what modern marketing can achieve?Çöespecially at the intersection of AI, PR, and audience insight.?Ç¥With this addition, Media Maniacs deepens its commitment to strategic innovation?Çöhelping brands not only adapt to change, but lead it.

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 age where perception drives performance, Upasna Dash, Founder & CEO of Jajabor Brand Consultancy, is redefining how brands tell their stories. Started in 2017, with no capital and no formal PR training, Dash has built Jajabor into one of India?ÇÖs fastest-growing brand consultancies for startups and VCs?Çöpartnering with high-impact names across sectors from civic tech to D2C.Jajabor?ÇÖs approach goes beyond traditional PR, integrating strategic communication, content, and storytelling to deliver measurable business outcomes?Çöfrom market expansion to talent acquisition. Dash believes communication isn?ÇÖt a support function?Çöit?ÇÖs a growth strategy.She?ÇÖs also mentoring talent from Tier 2 and Tier 3 cities and championing a new generation of communicators. As AI reshapes storytelling, she remains firm that clarity, creativity, and context are the real differentiators.Bottom of FormYou launched Jajabor Brand Consultancy from a couch with zero capital and a one-person team. Looking back, what was the boldest decision you made in those early days that set the tone for JBC?ÇÖs growth?The boldest decision was simply deciding to start without a safety net, without prior business experience, and without knowing where it would lead. I had no legacy to build on, no capital to fall back on, and every data point said it was the wrong move. But I had conviction. That decision to trust my instinct over the odds set the tone for everything that followed. It taught me that clarity matters more than certainty. We built Jajabor Brand Consultancy with that mindset. We didn?ÇÖt take opportunities for granted. We worked harder, stayed nimble, and made room for bold thinking. Starting with nothing meant we had nothing to lose, which gave us the freedom to build a company that reflected what we truly believed in. That choice to begin, even when it felt irrational continues to define how we operate today.From working with Google and Coca-Cola without formal PR training to building one of the fastest-growing consultancies, what did the hustle teach you that textbooks never could?Everything I?ÇÖve learned about communication has come from doing the work, not reading about it. What textbooks don?ÇÖt teach you is that in this industry, outcomes matter. You can have the best intentions, but if you can?ÇÖt deliver impact, it doesn?ÇÖt count. I also learned to find joy in the work itself. I genuinely enjoy building brands, solving problems and helping businesses grow. That sense of purpose has kept me going through the hard days. And perhaps most importantly, I learned that nothing meaningful can be built alone. Building Jajabor Brand Consultancy has been about surrounding myself with people who challenge me, trust me and believe in the larger vision. That?ÇÖs something no course can teach you, you learn it by building from the ground up.You call JBC a growth hacker in the comms world. How exactly does communication drive measurable business outcomes like finding, hiring or market expansion?For us, communication is not a support function, it?ÇÖs core to business strategy. Whether it?ÇÖs entering a new market, attracting the right talent or building leadership visibility, everything we do starts with a clear business goal. From there, we build backwards. We don?ÇÖt measure success by how many stories we place or how much buzz we generate. We look at real-world results. Did it move the needle? Did it help the brand grow? That?ÇÖs the only metric that matters. Our approach is flexible in execution, but non-negotiable when it comes to impact. Communication done right should show up on the business dashboard. That?ÇÖs how we?ÇÖve always worked. It?ÇÖs why our clients don?ÇÖt just see us as PR partners, they see us as growth partners.In a world drowning in content, how do you help brands craft narratives that not only stand out but stay relevant over time?It starts with knowing what the brand truly stands for. We spend a lot of time helping brands define their core because if you don?ÇÖt know what your story is, no platform can fix that. Once the foundation is clear, it?ÇÖs about adapting the expression of that story to match where your audience is and how they?ÇÖre consuming content. Relevance isn?ÇÖt about chasing every trend. It?ÇÖs about being consistent in your values and responsive to the world around you. At Jajabor Brand Consultancy, we also look ahead. When things are going well, that?ÇÖs when we ask, what?ÇÖs coming next? What needs to evolve before the market changes again? That forward-thinking mindset allows us to keep brands not just visible, but culturally and commercially relevant over time.Your team has worked across 50+ industries ?Çô from civic tech to D2C. What?ÇÖs the secret sauce to customising comms strategies without falling into the template trap?We never walk into a brief with a formula. What we have instead is a strong strategic framework that we customise for every client. We start by understanding the business, how it makes money, what the customer journey looks like, where the trust gaps are. That depth allows us to craft communication that?ÇÖs relevant and precise. And because we work across such a wide range of sectors, we?ÇÖre constantly borrowing inspiration from one space to solve problems in another. A civic-tech platform can learn from a wellness brand. A fintech company might take cues from consumer goods. That cross-pollination keeps our thinking fresh. Most importantly, we never assume we know the answer on day one. We ask, we listen and then we build.Startups often want fast results while PR builds long-term credibility. How do you manage this tension between urgency and patience with founders?Both are valid, and both are needed. Founders often operate with tight timelines and high expectations. Our role is to bring structure and clarity to that urgency. We start by identifying which outcomes can be delivered quickly and which ones need to be built over time. For instance, we might launch a focused visibility campaign to address a short-term goal, while also working in parallel on a long-term narrative that builds credibility with investors or future hires. We don?ÇÖt try to slow things down, we just make sure the energy is going in the right direction. The best results come when we balance momentum with meaning. And when founders see communication driving real business outcomes, the relationship moves from transactional to strategic.With media shrinking and social bash-lag rising, how should modern brands prepare for real-time reputation management and crisis comms?Reputation today is shaped in real time, often on platforms brands don?ÇÖt control. That makes preparation even more important. What we tell our clients is simple, build trust before you need it. Engage with your audience consistently, not just when there?ÇÖs a campaign or announcement. When a crisis does happen, respond quickly but thoughtfully. Be honest, own what went wrong and clearly communicate what you?ÇÖre doing to fix it. People are more forgiving than we think, especially if they feel respected. At Jajabor Brand Consultancy, we rely on real-time data to shape our response. We?ÇÖre not guessing. We?ÇÖre listening closely to how people are reacting and adjusting the message accordingly. The best defence in a crisis is a brand that has already earned goodwill. That?ÇÖs what allows you to weather the noise.How is JBC reimagining PR?ÇÖs place within the larger marketing mix, especially when budgets favour performance over perception?PR and performance marketing are not competing disciplines, they solve entirely different problems. One drives conversion, the other builds conviction. We approach PR as a long-term business asset. It shapes how people perceive the brand, what they trust, and whether they choose to stay loyal when the ads stop running. You can buy attention through performance, but you have to earn belief through communication. That?ÇÖs where PR comes in. It creates narrative depth, cultural relevance and stakeholder confidence ?Çô outcomes that don?ÇÖt show up in click-through rates, but matter deeply to business growth. We align every campaign to measurable outcomes, but we also know that not all value is immediate. In today?ÇÖs ecosystem, brands need both: the precision of performance and the power of perception. PR isn?ÇÖt a nice-to-have. It?ÇÖs what makes everything else stick.You are mentoring talent from Tier 2 and Tier 3 cities and reshaping how young people see communications. What?ÇÖs your vision for the next generation of PR professionals in India? How do you see Gen AI reshaping the future of storytelling and PR?I?ÇÖm very optimistic about this generation. They come in with confidence, curiosity and the belief that their voice matters. That changes the energy of the room, and I find it incredibly inspiring. At Jajabor Brand Consultancy, we actively create space for young professionals from across the country to lead, question and contribute. We want to build a culture where experience and fresh thinking can coexist. As for AI, it will change how we work, but it won?ÇÖt change why we do what we do. The future of storytelling will rely on people who know how to think, not just how to prompt. AI can accelerate the process, but it cannot replace judgment, creativity or context. The real opportunity lies in using technology to scale our thinking, not outsource it. That?ÇÖs the mindset we?ÇÖre trying to cultivate. 

APRW Pte Ltd (APRW), one of Singapore?ÇÖs leading integrated communications agencies, announced three new client partnerships that reflect its commitment to purposeful communications spanning community, the creative industries, and regional talent development and collaboration. These include Our Tampines Hub, Singapore?ÇÖs first and largest integrated community and lifestyle hub; SOZO, creators of Anime Festival Asia (AFA), for AFA Creators Super Fest Singapore 2025; and the Singapore Chamber of Commerce Indonesia (SingCham) for the inaugural SingCham Uplifting Scholarship, supporting regional youth development. Driving Integrated Strategic Communications for Our Tampines HubAPRW has been appointed as the public relations agency on retainer for Our Tampines Hub (OTH). In this role, APRW will provide strategic counsel and execution across corporate and public communications, as well as media relations. Leveraging targeted media outreach, curated press engagements, and integrated communications support, APRW will support OTH in amplifying its brand narrative, enhancing stakeholder engagement, and reinforcing its position as a vibrant and inclusive anchor for the community. ?Ç£We are honoured to partner with Our Tampines Hub in shaping and strengthening its communications efforts,?Ç¥ said Julie Chiang, Director at APRW. ?Ç£OTH is more than just a physical space?Çöit is a symbol of community spirit and inclusivity. We look forward to supporting their vision through impactful storytelling and purposeful engagement that resonates with both media and the wider public.?Ç¥ Spotlighting Southeast Asia?ÇÖs Creative Talents APRW has also been appointed by SOZO, the creators of Anime Festival Asia, for the upcoming AFA Creators Super Fest (CSF) Singapore 2025 happening from 2 to 3 August 2025 at Suntec Singapore Convention and Exhibition Centre. The community-powered festival will bring together over 300 creators, cosplayers, and crafters, with highlights ranging from a vibrant creators market to live music, dance performances, and more?Çöwith APRW driving publicity efforts for the event. Empowering Youth and Strengthening Regional CollaborationAs part of its commitment to community impact and talent development in Indonesia, APRW has partnered with the Singapore Chamber of Commerce Indonesia (SingCham) for the inaugural SingCham Uplifting Scholarship 2025. The agency plays a dual role: contributing as a corporate partner by offering financial support and internship opportunities, while also serving as the pro bono communications partner to amplify outreach and visibility for the initiative. Launched in April 2025, the SingCham Uplifting Scholarship provides financial assistance, mentorship, and internship opportunities to deserving Indonesian undergraduates from universities in the Greater Jakarta (Jabodetabek) region. The initiative also aims to strengthen cross-border ties between Singapore and Indonesia. Eight students were awarded the scholarship at the inaugural SingCham Uplifting Summit held in Jakarta this July. APRW has been a proud corporate member of SingCham since 2021.Anu Gupta, Director at APRW, shared: ?Ç£Supporting the SingCham Uplifting Scholarship reflects our values as a purpose-driven agency and our commitment to nurturing the next generation of communication professionals both in Singapore and Indonesia. We're proud to be part of a programme that not only empowers students but also strengthens collaboration between both countries.?Ç¥

The UAE Ministry of Climate Change and Environment (MOCCAE) has officially opened a call for proposals from experienced public relations and communications agencies to spearhead its 2026 strategic communications plan. The initiative aims to amplify the UAE?ÇÖs climate leadership and environmental achievements on both national and international platforms.Hajar Alketbi, Director of Government Communications at MOCCAE, announced the opportunity via LinkedIn, inviting UAE-based agencies to take charge of shaping the country?ÇÖs climate action narrative, supporting Net Zero 2050 goals, and enhancing ministerial visibility through powerful media and stakeholder engagement.The selected agency will also be expected to lead youth and influencer campaigns and deliver measurable impact in environmental communication.This opportunity is open only to UAE-registered PR firms with strong expertise in sustainability, bilingual capabilities, and a proven track record within the region?ÇÖs media ecosystem.Further details, including proposal guidelines and submission deadlines, are available through the Federal Procurement Platform.

Authored by Aakriti Bhargava, Co-founder of Wizikey.A few years ago, when a brand found itself in trouble whether in a boardroom or across headlines, the first instinct was simple: call someone. Maybe a senior journalist, maybe your boss, maybe legal. Information came later. Gut took the lead.But today, that muscle memory doesn?ÇÖt cut it.Because the crisis? It no longer waits. It spreads, sometimes faster than the team?ÇÖs first internal email.And here?ÇÖs the kicker: most crises don?ÇÖt start in the news. They start in the corners of the internet- an ignored Reddit thread, a small regional blog, a viral YouTube comment, or a misfired WhatsApp forward. By the time it reaches a newsroom or your media tracker, the narrative has already taken shape.This World AI Appreciation Day, I?ÇÖm thinking about one very specific thing: how AI is changing the way we handle crisis communication. Quietly. Deeply. And for the better.The Crisis Doesn?ÇÖt Knock. It Seeps In.Every major reputation incident in recent memory came with early signals. But those signals were too small. Or too scattered. Or simply went unnoticed because no one was looking there.This is where AI shines, not in the dramatic Hollywood way, but in the tireless, background way. It listens where humans don?ÇÖt. It sees patterns we can?ÇÖt. It compares today?ÇÖs chatter with yesterday?ÇÖs silence and tomorrow?ÇÖs potential storm.It?ÇÖs not flashy. It?ÇÖs watchful. And when it does speak, it?ÇÖs usually worth listening to.From Alert Fatigue to Narrative IntelligenceAsk any comms team, and they?ÇÖll tell you: monitoring dashboards have become noise machines. Hundreds of alerts. Thousands of mentions. But when every ping is urgent, nothing really is.That?ÇÖs the real shift with AI. It?ÇÖs not just tracking volume anymore- it?ÇÖs weighing what matters. Who?ÇÖs speaking? How fast is it spreading? Is the story gaining traction or fading out?AI answers the one question every PR professional asks in a crisis: ?Ç£Do I need to worry about this??Ç¥The Real Need: Clarity, Not Just DataIn the thick of it, teams don?ÇÖt lack alerts- they lack clarity.What?ÇÖs priority? Who needs to act? What could this snowball into?AI is slowly stepping in as the triage nurse. It doesn?ÇÖt make the final call?Çöbut it gives the team a head start. It says: this story has your brand in the headline, sentiment is worsening, and reach is ticking up. Here?ÇÖs what you should pay attention to now.In a world where timing is everything, that kind of nudge isn?ÇÖt just helpful. It?ÇÖs mission-critical.Rethinking Our Own PlaybookThe real shift isn?ÇÖt in what AI can do. It?ÇÖs in how we, as communicators, start thinking differently.We?ÇÖve always trained for calm in chaos. We?ÇÖve built our skills around relationships, writing, and narrative control. But now, a new skill is creeping in quietly: data instinct.We need to start asking:Where did this narrative begin?What are its signals saying?Will this die down, or explode by morning?These are AI-era questions. And the teams who learn to ask them early will be the ones who control the narrative, instead of reacting to it.The Appreciation is RealSo on this AI Appreciation Day, I?ÇÖm not toasting the tech just for its promise. I?ÇÖm grateful for what it?ÇÖs already doing.It?ÇÖs helping communications professionals do the impossible:Hear the silence before the noise.In a world where reputation is shaped in real time, AI isn?ÇÖt the future of crisis comms. It?ÇÖs already here?Çöand it?ÇÖs making us better.

Hyundai Malaysia has appointed Mad Hat Asia as its public relations and communications agency on a 12-month retainer from May 2025 to April 2026. The appointment, made via Innocean Worldwide Malaysia, covers a broad range of responsibilities including strategic media relations, content development, press office management, support for product launches, and the execution of media events. The agency?ÇÖs remit spans both brand and product communications, aiming to ensure consistent and culturally relevant storytelling throughout the year. Mad Hat Asia shared on LinkedIn that the collaboration officially began in May, with the agency already supporting Hyundai?ÇÖs brand and product campaigns. The focus is on building strong media relations and driving engagement through lifestyle- and culture-driven activations, aligning the Hyundai brand with the aspirations of modern Malaysian car buyers. ?Ç£Our work encompasses everything from strategic press office functions to key model launches. While the category is automotive, our approach is lifestyle-oriented to connect Hyundai more meaningfully with discerning customers,?Ç¥ the agency stated.Over the next six months, Mad Hat Asia will support Hyundai Malaysia through significant media engagement efforts, including a major product launch, and continue building the brand's presence through thought leadership narratives and media office functions. Rubini Maruthian, country lead for Malaysia at Mad Hat Asia, called the win an exciting milestone. ?Ç£Hyundai is a brand that pushes boundaries in innovation and design. We?ÇÖre proud to partner with Innocean to tell stories that reflect Hyundai?ÇÖs evolving presence and impact in Malaysia,?Ç¥ she said.

In today?ÇÖs digital-first world, visibility, storytelling, and human connection matter as much in B2B as they do in consumer brands.When I moved from a consumer-facing brand to a B2B organisation, I expected a shift in priorities. The communication lens felt narrower, more contained, and focused on a defined group of stakeholders. But very quickly, I realised that even in B2B, the expectations around visibility, recall, and credibility were just as intense. The difference was in the mindset, not in the need.What helped me navigate this shift was my B2C experience. We began to reimagine how the brand could show up, not just in boardrooms or policy events, but in public conversations. We focused on simplifying narratives, owning digital platforms, and creating a voice that was distinct, visible, and human.The B2B Audience Is Broader Than We ThinkTraditionally, corporate communication in B2B has been strategic and intentional, directed at investors, vendors, policymakers, and internal stakeholders. But in today?ÇÖs interconnected ecosystem, the audience is far more diverse.It includes decision-makers across procurement and strategy functions, job seekers exploring culture fit, and industry bodies or certification agencies assessing standards and governance. Analysts, researchers, collaborators, and content creators also play a role in shaping how your organisation is perceived.They may not all be customers, but they are crucial to your reputation, influence, and future growth.Reputation Is Built in the Public EyeCommunication today cannot be confined to investor decks or annual reports. It must extend into the public sphere, where leadership voices, brand narratives, and cultural values are increasingly under the spotlight.B2B organisations must embrace storytelling, thought leadership, and reputation building with the same rigour that consumer brands apply to their marketing. It is not about visibility for its own sake, but about owning the narrative before others define it.Digital Presence Is the New Business CardOwned and earned media now play complementary roles. Beyond traditional coverage, B2B brands must build credibility through LinkedIn, podcasts, online publications, webinars, and even short-form videos. A compelling article may introduce your strategic thinking, but a candid leadership post can humanise your organisation in an authentic way.The shift is not towards consumerisation, but towards relevance in an increasingly content-driven world.Applying B2C Lessons to B2B RealitiesFrom my own experience, these principles apply well across both worlds:Lead with clarity, not complexityShow up consistently, not just during milestonesUse leadership as brand custodiansTranslate internal culture into external cuesCreate narratives that are agile and humanThis mindset enables organisations to build trust, stay discoverable, and remain top-of-mind in the industries they serve.Aligning Internal Voice With External ImpactWhether it is a townhall, an employee connect initiative, or a campaign that brings company values to life, these narratives help shape the employer brand and influence how the outside world perceives the organisation.Authenticity is strengthened when what is said inside the company is visible, believable, and echoed outside.Making Visibility a Strategic ImperativeThe fundamentals of B2B communication remain rooted in strategic clarity and stakeholder engagement. But in the current landscape, visibility must work alongside strategy to build reputation, influence perception, and shape opportunities.We may be building for businesses, but we are speaking to people. And people respond to stories, not just data. A B2B brand that communicates with relevance, consistency, and human insight will always stay ahead of the curve.

Authored by Bhaskar Tare, Director ?Çô Gloocal Communications Pvt. Ltd.?Ç£We want one press release published across major media portals. Please ensure it includes backlinks for our keywords.?Ç¥That?ÇÖs a line most PR professionals hear more often these days than ?Ç£What's the story??Ç¥ or ?Ç£What?ÇÖs the insight we are bringing out??Ç¥As agencies navigating the shifting sands of modern-day communication, one cannot ignore the glaring truth: Public Relations is no longer just about press releases and coverage. It's now a hybrid discipline ?Çô a balancing act between traditional credibility and digital discoverability.This article isn?ÇÖt just about backlinks or keywords. It?ÇÖs about what these demands signify: a dilemma of the new digital PR era, where clients expect results aligned more with SEO metrics than editorial value.The Rise of ?Ç£Backlink PR?Ç¥ ?Çô Where Did This Come From?In the digital world, SEO is the oxygen for online visibility. Every brand wants to rank higher, be discovered faster, and gain more visibility online. Understandably, clients want their announcements to include backlinks to their product or service pages ?Çô a move that boosts their site?ÇÖs domain authority and drives traffic.But here lies the rub: Earned media was never designed to be controlled or transactional.Unlike paid ads or sponsored content, editorial newsrooms don?ÇÖt operate on a ?Ç£link-on-demand?Ç¥ basis.While some digital-first platforms may accommodate backlinks (and many charge for it), mainline media outlets, the custodians of journalistic ethics, rarely offer clickable links ?Çô especially if the news doesn?ÇÖt offer editorial merit.<div class="video-container"><iframe src="https://www.youtube.com/embed/embed" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></div>From Traditional PR to Strategic Content InfluenceLet?ÇÖs be honest ?Çô the era of pushing generic press releases to hundreds of journalists and expecting next-day coverage is over.What works today? Content that informs, inspires, or intrigues.PR has become a multi-dimensional function. It?ÇÖs no longer about ?Ç£sending news?Ç¥ but about creating a narrative**. And this narrative needs to adapt to the new-age platforms ?Çô YouTube news channels, regional digital portals, influencer podcasts, and vernacular media*.A story needs local relevance, emotional insight, and a compelling angle that connects with the audience and meets the media outlet?ÇÖs content strategy. If a story is strong, authentic, and exclusive ?Çô it will find its place. If it?ÇÖs just a product plug with keywords, it will get lost in the crowd, unless paid for.---Why Clients Must Rethink Their ExpectationsClients are undoubtedly feeling the pressure as well. Modern marketing teams are assessed based on metrics like clicks, backlinks, and traffic increases, leading them to expect similar results from PR. However, earned media and digital metrics don?ÇÖt always align perfectly.PR today emphasizes earned influence, not guaranteed backlinks.It?ÇÖs time for brands to see PR not just as an SEO tool, but as a strategic storytelling function that indirectly supports digital goals. A strong story placed in a top-tier publication builds trust, perception, and shareability ?Çô these are the building blocks of digital growth.Instead of one-off coverage, brands need a sustained content strategy across traditional and new-age platforms:Authoring thought-leadership articlesCollaborating with YouTube journalists and digital influencersCreating regional storytelling that resonates with local audiencesInvesting in plagiarism-free, exclusive pitches crafted for individual media housesThe Human Side of PR ?Çô More than Just LinksPR professionals today are doing more than ever ?Çô strategizing stories, scripting content, identifying hooks, aligning brand voice, and ensuring consistency across channels. It's not just a press release job anymore ?Çô it?ÇÖs content marketing, storytelling, news judgment, and brand counselling ?Çô all rolled into one.It?ÇÖs time we humanised this process and built mutual respect between brands and agencies.Clients must understand that quality PR takes time ?Çô crafting the right pitch, identifying the right journalist, customising the story, and following up ethically.Agencies must educate their clients, not just ?Ç£service?Ç¥ them. They must offer realistic expectations, performance insights, and innovative ideas that combine editorial storytelling with digital amplification.One Goal, One Team: Towards Integrated Brand BuildingPR, Digital Marketing, SEO, Influencer Marketing ?Çô these aren?ÇÖt silos anymore. They are all part of one bigger mission: to influence perception and behaviour.The future lies in collaboration between agencies and departments, not in boxing them into deliverables. We must shift the focus from ?Ç£Did this story get a link??Ç¥ to ?Ç£Did this story build trust??Ç¥It?ÇÖs time brand custodians ?Çô whether digital agencies, PR firms, or in-house teams ?Çô work together towards a unified, holistic brand presence across traditional and digital platforms. And in doing so, we must adapt, educate, and most importantly, evolve.

Over the last three decades, Nidhi Sabbarwal has carved a distinct space for herself in the world of Public Relations and brand storytelling. With a foundation in journalism and mass communication, her journey from being an assistant marketing manager to founding PRtainment Media & Communications Pvt. Ltd. reflects a deep understanding of both strategic planning and creative execution. Her agency has consistently delivered impactful campaigns by blending conventional media wisdom with modern digital sensibilities?Çöbuilding trust, visibility, and long-term brand value for a diverse clientele.In conversation with Adgully, Nidhi Sabbarwal, Founder & Director of PRtainment Media & Communications Pvt. Ltd., delves into the most defining moments of her career, shares lessons from crisis communication, outlines her approach to campaign planning, and offers grounded advice for young professionals entering the PR industry. Her insights offer a compelling view into how integrity, adaptability, and authentic storytelling remain at the heart of effective communication in today?ÇÖs dynamic media landscape.1. Can you tell us about your journey into the world of public relations? What inspired you to choose this field?I got into PR in my early 20s as an assistant marketing manager with Asian Press News Services. Having a master's in journalism and mass communication, I was always interested in telling stories and brand planning. With the world's biggest players in the industry, I noticed the wide difference between well-defined strategies and execution. It motivated me to start PRtainment Media & Communications. I had always envisioned an attempt to fill the gap between communications and creativity, creating a place where brands could talk and convey. I've spent three decades working in various industries, turning issues into opportunities and telling stories that engage and push brand awareness.  2. What has been the most challenging PR campaign you've worked on, and how did you handle it?One of the hardest PR budgets I worked on was for an international hospitality brand entering the Indian market. The main stumbling block was getting their global expectations and the nuances of local media to align while also acknowledging their inclination for rapid and high-end coverage without really changing their approach to the campaign. Their budget also meant that we could not do a FAM trip, which is critical in hospitality PR because experiential storytelling is key. I relied on good media relationships, crafted tailored narratives, wrote bespoke content, used virtual tours, and used influencer-generated content. All of this involved continual educating and adapting, but it resulted in quality coverage. We ultimately repositioned their strategy for the Indian market. 3. How do you stay updated with current media trends and maintain strong media relations in such a fast-paced industry?Staying relevant requires constant learning. At PRtainment Media & Communications, we keep ourselves updated with media trends through events and upskilling on different platforms and consumer trends. Relevance and credibility are the two cornerstones of successful media relations. We build relationships by staying familiar with journalists' beats and giving accessible, timely information. Instead of cramming one-size-fits-all pitches, we stake out based on media needs. This integrity has allowed us to build long-term relationships with editors, journalists, and influencers. High visibility, authentic stories, and follow-ups have placed us at the forefront in the PR and media world. 4. In your experience, how do you handle crisis communication when a brand faces negative publicity?We believe in being proactive, not reactive. Crisis management begins with risk zone identification and hands-on client preparation through structured response strategies. When a crisis hits, we move quickly, creating genuine, empathetic messaging and working collaboratively with in-house teams. Media relations are paramount; we speak honestly with authenticity, recognizing problems but offering solutions. Managing the narrative and providing minute-by-minute updates, we assist brands in regaining public trust. The secret to success is remaining factual and maintaining consistent messaging on all media networks. Our platform has made it possible for brands to overcome rough times with integrity and tenacity 5. Can you walk us through your typical process for creating and executing a successful PR campaign?All of PRtainment Media & Communication?ÇÖs campaigns are preceded by detailed research and coordination with the client. We begin with the development of clear objectives, establishing brand positioning, and identifying the appropriate target audience. We then develop a compelling story that is in tune with the client's requirements and values. We implement a mix of traditional media, new-age media, and influencer marketing in an effort to attain wide reach and salience. There is constant monitoring of performance, real-time message tuning, and audience response. Following the campaign, we track impact using KPIs, media measurement, and client feedback to help us know whether it worked and how we can improve future campaigns. 6. How do you measure the success and ROI of a PR campaign, especially when it involves brand awareness?Effectiveness in PR can be qualitative and measurable. We monitor media impressions, web impressions, engagement rate, and sentiment. Most significantly, we monitor whether the campaign reached strategic goals, be it brand awareness, reputation building, or audience engagement. Feedback from clients is useful as well in the calibration of our tone. For ROI, we also monitor measurements such as increased visibility, for instance, traffic on the website, leads, and how the campaign serves long-term equity for a brand. We believe PR is as much about perception-shaping as visibility, and we ensure accuracy by using the best available measurement approach. 7. What skills do you believe are most essential for someone looking to build a career in public relations today?Excellent writing and communication skills will always form the foundation of any successful public relations career. However, now PR professionals should be well-versed in digital communication, social media, content marketing, and data-driven analysis. Qualities like emotional intelligence, flexibility, and the ability to respond appropriately in a crisis are as vital as core skills. Creativity, agility, and the ability to build authentic, long-term relationships with media contacts are some of the core competencies of a modern PR practitioner. It is important to remain updated with trends, find opportunities to grow, and develop authentic networks. PR is fast-paced; those who can exhibit equal parts of strategic thinking and empathy, execution, and innovation will continue to chart the future. 8. Which achievement in your PR career are you most proud of, and why?One of the achievements I am most proud of in my PR career is the development and maintenance of meaningful relationships, whether with clients, media, or stakeholders. From launching brands to dealing with reputational challenges, I have applied strategy, authenticity, and flexibility.What stands out to me is not the media coverage, but the level of trust clients have in me during stressful times. When there are tight deadlines and unforeseen issues arise, I breathe through it, perform, and communicate options. I know we have been successful when clients come to us not just to execute, but for help with a strategic plan and long-term vision. That is how I know I am making an impact. 9. What advice would you give to young professionals or students who aspire to enter the field of PR?Be curious, passionate, and dedicated to learning. PR is not only about media relations; it is about trust building, planning, and storytelling. Begin by enhancing your communication skills and knowledge of the media environment. Get exposure in various industries to figure out your area of specialized interest. Embrace digital platforms and learn to use analytics effectively. Don't be scared of failures; they are your best tutors. Build networks, be humble, and never hesitate to ask questions. Above all, make your work passionate and authentic. If you are flexible, dynamic, and focused on adding value, your PR career will be dynamic and rewarding.

As artificial intelligence redefines how stories are told, trust is built, and reputations are managed, PRCA Thailand is calling on communicators, business leaders, and curious minds to join a first-of-its-kind national conversation. The inaugural PRCA Thailand Conference will take place on 6th August 2025 at SCBx NEXT Tech, Siam Paragon, under the theme "AI: Truth, Trust and Thailand."This bilingual, half-day event offers a rare opportunity to hear from Thailand's top PR, tech, and business leaders as they unpack what AI means for the future of communication. From deepfakes and data ethics to real-world PR case studies and insights into Thai public opinion, the conference will equip attendees with fresh perspectives, practical tools, and expert guidance for navigating the AI era with clarity and integrity.At the heart of the programme is the launch of a new PRCA APAC x YouGov study, revealing how AI is already influencing trust, media, and behaviour in Thailand. The findings will be presented by Wiwat (Alee) Khamsawai and Krishkanok (Kayla) Nima of Vero.Following this, a special fireside chat will feature Media OutReach Newswire, Founder and CEO Jennifer Kok and Karine Lohitnavy, Chair of PRCA Thailand and Founder of Midas PR. As the event's Gold Sponsor, Media OutReach Newswire will lead the discussion titled 'Viva La Press Release! Old Format, New Tech.' This dynamic session will explore how digital transformation is breathing new life into the traditional press release, expanding its reach, deepening its impact, and redefining its role in today's AI-powered communications landscape.Speaker Narongyod Mahittivanicha, Founder of TWF Agency and Vice President of the Artificial Intelligence Association of Thailand, will explore how AI is transforming PR strategy at every level, from content to crisis management.Dynamic panel sessions will follow, featuring leaders from Xponential Co, Microsoft Thailand, SCBx, and Predictive, with moderation by respected industry voices including Edelman Thailand's Vorasit Turongsomboon and digital creator Tossapol Leongsuppon. Karine Lohitnavy, Chair of PRCA Thailand and Founder of Midas PR, commented: "This conference comes at a pivotal moment for the communications industry in Thailand. AI is rapidly influencing how people perceive truth, build trust, and engage with information. Through data, discussion, and thought leadership, this event will help PR professionals, decision-makers and those on the front lines of communications, in all its forms, to better understand and respond to these shifts."Conference Details:Date: 6 August 2025Time: 1:30 PM to 5:30 PMVenue: SCBx NEXT Tech, Siam Paragon, BangkokThe PRCA Thailand Conference 2025 highlights PRCA Thailand's commitment to promoting ethical, innovative, and locally relevant communications practices in Thailand, as well as fostering dialogue on emerging technologies that are shaping the future of the industry.

Clarity Communication, one of India?ÇÖs leading counsel-driven public relations firms, has announced a strategic partnership with Wizikey, global AI-powered media intelligence platform. This collaboration marks a significant step forward in integrating real-time analytics, impact measurement, and data-backed storytelling into Clarity?ÇÖs PR mandate for clients across sectors and geographies.?Ç£At Clarity, we believe PR must be measurable, transparent, and accountable ?Çö not just creative,?Ç¥ said Sowmya Iyer, Founder & CEO of Clarity Communication. ?Ç£Wizikey?ÇÖs technology aligns perfectly with our philosophy of outcome-led PR. This partnership enables us to bring structured dashboards, real-time sentiment analysis, and true media ROI to our clients, from emerging startups to listed enterprises.?Ç¥Through this alliance, Clarity will embed Wizikey?ÇÖs proprietary tools ?Çö including the Wizikey News Score, media outreach trackers, and AI-generated reporting systems ?Çö into its campaign architecture. The goal is to give every Clarity client access to live brand sentiment tracking, share-of-voice benchmarking, crisis alerts, and a holistic view of their communication performance across print, digital, and broadcast channels.By adopting Wizikey?ÇÖs unified media intelligence suite, Clarity clients will benefit from faster reporting, improved coverage analysis, and an enhanced ability to link earned media efforts directly to business outcomes such as website traffic, engagement spikes, and conversion metrics. The integration also adds a layer of agility to Clarity?ÇÖs ongoing work in high-impact sectors like electric mobility, real estate, finance, healthcare, and emerging tech.?Ç£It?ÇÖs a pleasure to see Indian PR firms like Clarity confidently crossing borders. Supporting Soumya has been a privilege - she?ÇÖs a long-term thinker who truly understands how communications can scale across geographies. Today, we?ÇÖre equipped to deliver media intelligence across geographies and sectors - no borders, no boundaries.?Ç¥ said Aakriti Bhargava, Co-founder Wizikey.The collaboration has already been rolled out across select Clarity clients in fintech, EV mobility, healthcare, and D2C brands, with full integration set to be completed by Q3 2025. With this move, Clarity becomes one of the few boutique PR firms in India offering end-to-end campaign intelligence in-house ?Çö setting a new standard for transparent, tech-enabled public relations.

Fortuna Asset Management Communications Ltd, the London-based PR firm for boutique asset managers, is pleased to announce the appointment of Sam Shelton as its new Managing Director. Sam, who has been with the firm since 2016, brings nearly a decade of experience in financial and asset management PR. Trained by Fortuna?ÇÖs founder, John Morgan ?Çö formerly Head of PR at Legal & General Insurance and Skandia Investment Group ?Çö Sam has worked closely with boutique asset managers, fintechs, cryptocurrency firms, private markets clients and fund selectors to help them communicate with clarity and confidence in a sector often overshadowed by much larger players. Over the years, Sam has played a key role in shaping Fortuna?ÇÖs media relations approach ?Çö growing its client base, securing consistent high-quality coverage, and developing bespoke campaigns that reflect each client?ÇÖs unique values and story. Sam Shelton, Managing Director at Fortuna, commented, "Fortuna has always stood out to me for its belief in the value of independent thinking. I?ÇÖve worked alongside our Chairman and Founder, John Morgan, for nearly a decade, and I?ÇÖm proud to build on the reputation we?ÇÖve established together as one of the most trusted names in boutique asset management PR. Boutique firms have powerful stories to tell ?Çö they just need the right support to be heard. That?ÇÖs what we?ÇÖre here to deliver." Fortuna will continue to focus on providing senior-led, media-focused communications support to boutique and specialist investment firms across the UK and beyond.

The landscape of Public Relations in India is undergoing a profound transformation, extending its reach far beyond the traditional metropolitan centers. This dynamic shift was the central theme of a fireside chat at the 5th edition of IMAGEXX Summit and Awards 2025, titled ?ÇÿFuture of PR in India: Going Beyond Tier 2 Cities?ÇÖ. Chaired by Mukesh Kharbanda, Managing Director, Fuzion PR, the discussion brought together industry leaders to dissect the evolving consumer and media terrains in India's diverse tiered markets. The panelists included: Janet Arole, AVP Corporate Communications, Aditya Birla Fashion and Retail LimitedHimank Tripathi, CCO, Baazi GamesGunjan Batra, Head Corporate Communications & PR, Usha InternationalThe Uniformity of Aspiration: Consumers Across TiersKharbanda initiated the dialogue by posing a crucial question about consumer segmentation: ?Ç£Could we deep dive a little into the consumer landscape as well? How do you differ between consumers who are residing in metros, vis-a-vis Tier 2 and beyond??Ç¥ Janet Arole articulated a compelling perspective on consumer aspirations. She stated, ?Ç£I think this is a very interesting question. I think consumers, whether it's metros, small towns, they all aspire to have good quality products, higher aspirational brands.?Ç¥ Arole explained how Aditya Birla Fashion and Retail leverages a franchisee model to penetrate deeper markets. ?Ç£When we decided, as a business strategy to enter into Tier 3, Tier 4 markets, Investments, the business format was you do franchisee models, the investment is theirs, the products are ours. I think it?ÇÖs a great win-win for both the business and the audience?ÇÖs consumers as well, because you are taking your brands to their markets and you?ÇÖre selling it in a very branded flavor.?Ç¥ She concluded by affirming, ?Ç£I think consumers love your brands irrespective of metros, non-metros. And the way you partner with your local franchisees, I think it?ÇÖs a win-win for brands as well as for consumers.?Ç¥ Adding to this, Himank Tripathi emphasized the pervasive drive for technological and lifestyle upgrades across all demographics. ?Ç£I think something we were discussing earlier when we all gathered that nothing is going to shut down or evaporate on its own. You evolve the phase of it,?Ç¥ Tripathi said, drawing a parallel to the evolution of technology from bulky desktops to foldables. He highlighted that consumers in Tier 2 and Tier 3 markets seek ?Ç£something which is more upgraded, which is more new.?Ç¥ This aspiration, he pointed out, is fueled by ?Ç£the accessibility of far superior network and content consumption that we can deal right now.?Ç¥ Tripathi shared a compelling anecdote: ?Ç£I know of a farmer in Una, a small town in Himachal Pradesh, who had won gold at the National Poker Series (NPS), India?ÇÖs biggest gaming event. All this was possible because of the connectivity, the kind of access he got through those screens and devices and he won.?Ç¥ For Tripathi, this demonstrates a clear reality: ?Ç£For me, there is no differentiation between Tier 2, Tier 4, or Tier 5. My audience is everywhere. In fact, we?ÇÖll be fools if we don?ÇÖt look out at these markets.?Ç¥ The Media Metamorphosis: Beyond Traditional ChannelsKharbanda then steered the discussion towards the evolving media landscape, asking Tripathi: ?Ç£When you say consumer landscape doesn?ÇÖt change much and consumers are similar everywhere, would you say the same about media landscape also? Or do you think there is any bifurcation in Tier 2 and Tier 3 as far as media is concerned? When I say media, I?ÇÖm not only talking about print or electronic.?Ç¥ Tripathi articulated a distinct difference in media consumption, particularly highlighting the rise of localized digital content creators. ?Ç£Saying platform agnostic media ?Çô that?ÇÖs a valid point,?Ç¥ he remarked. He observed, ?Ç£You must be seeing a lot of YouTubers creating content, talking about technology and new devices. And these are mostly from metros. That?ÇÖs how it started. And 80% of that audience belongs to Tier 4, Tier 3, Tier 5 markets.?Ç¥ He illustrated this with a prominent example: ?Ç£If you look at the biggest Tech YouTuber we have, which is Technical Guruji ?Çô 80% of his audience would be Tier 2, Tier 3, Tier 4, Tier 5 markets.?Ç¥ Stressing on the growing influence of local content creators, Tripathi said that they have closer association and understanding about their market and hence, can get more authentic vibe and connect with the audience. He concluded on the vast potential of this shift, ?Ç£For me, I just need to switch my medium instead of relying on a city page in a newspaper, I might connect with those guys, understand what they have to say, align things from my end that makes sense, and do something interesting and hit that audience.?Ç¥ On being asked to share her experiences on working beyond Tier 2 cities, Gunjan Batra of Usha International, a brand with deep regional connections, highlighted the pivotal role of increased accessibility and awareness in driving aspirations in smaller towns. She explained, ?Ç£Both mobiles and mobility, rural electrification and various government schemes have actually enabled and empowered people beyond the Tier 2 towns to start dreaming about having appliances at home, to start having modern day conveniences at home.?Ç¥ With this, she also pointed out a significant cultural shift: ?Ç£People in Tier 3 and Tier 4 are making pasta. They are making many things which would have been inconceivable probably 10 years ago.?Ç¥ Batra attributed this evolution to fundamental human aspirations, ?Ç£because I think we are all human beings finally at the end of the day. Aspirations remain the same. Aspirations to grow, do better, eat better, enjoy life will remain the same.?Ç¥ She concluded by emphasizing on the power of localized communication: ?Ç£When you have the channels that reach you where you are, then obviously you will consume that ?Çô whether it is information or appliances or news. And if you can speak to them in the language that they are most comfortable in, then you have a connect, which is very difficult to break.?Ç¥ The insightful exchange among the panelists at IMAGEXX 2025 unequivocally underscored the dynamic shifts in India?ÇÖs consumer and media landscape. Effective PR strategies must now embrace these nuanced changes, focusing on localized content, digital channels, and an understanding of universal aspirations to genuinely connect with audiences across all of India?ÇÖs evolving tiers. 

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 a bold move that underscores the growing global ambitions of Indian communication firms, Madchatter Brand Solutions has joined the Worldcom Public Relations Group ?Çö a $350 million global network of over 2,000 PR professionals across 40+ countries. The partnership marks a significant milestone for the agency, enabling it to scale cross-border campaigns, access global expertise, and deliver culturally attuned, insight-led strategies without compromising on agility or authenticity.In conversation with Adgully, Rachna Baruah, Founder & CEO of Madchatter Brand Solutions, shares how this collaboration aligns with the agency?ÇÖs vision of building export-worthy communication, backed by strong sectoral knowledge and a business-first mindset. From activating campaigns across continents in days to shaping crisis responses for global brands in India, Baruah outlines how the partnership is not just expanding Madchatter?ÇÖs reach ?Çö it's redefining the role of independent Indian agencies in the international PR ecosystem.What motivated Madchatter to join Worldcom, and what benefits do you expect for your agency and clients in India?Joining the Worldcom Public Relations Group was a strategic step in line with how we see the future of communications evolving. As brands become more global, their narratives must be locally rooted and globally resonant. For Madchatter, this partnership gives us seamless access to world-class expertise across industries ?Çö from tourism to investor relations ?Çö without adding overheads or compromising agility. We can now tap into a global network of specialists who?ÇÖve shaped strategies for some of the world?ÇÖs most respected brands over the past three decades. This not only sharpens our offerings but also ensures our clients in India receive globally benchmarked thinking with local relevance. Worldcom isn?ÇÖt just a network ?Çö it?ÇÖs a knowledge advantage that helps us scale impact, not just output.How will this collaboration impact the kinds of clients or projects Madchatter can take on especially those with international goals?Over the past few years, we?ÇÖve seen a steady rise in India-to-global companies looking for partners who understand both Indian complexity and global communication standards. This partnership helps address that need more holistically. Whether a client wants to break into the US, UK, or Southeast Asia, we now have the infrastructure to co-create campaigns, access on-ground insights, and deliver with the same contextual sensitivity we apply in India.With a presence across 40+ countries and a collaborative network of over 2,000 professionals, Madchatter is now equipped to support international mandates with the same agility we bring to domestic ones. The fact that this is a $350 million global network gives our clients a layer of confidence ?Çö they?ÇÖre gaining access to a distributed team that understands how business, culture, and communication intersect. It also allows us to step into larger, more complex projects that require cross-border execution while keeping consistency in messaging and approach.How does this partnership set Madchatter apart in the evolving Indian communications scene?As Indian brands become more globally ambitious, there?ÇÖs a growing need for campaigns relevant in multiple geographies while staying grounded in local insight. That?ÇÖs where we believe our differentiation lies ?Çö and this partnership strengthens it. We?ÇÖre not just accessing global trends; we?ÇÖre collaborating in real time with partners worldwide. For instance, we recently got a campaign live in Zanzibar and Tanzania in under four days through our extended network. We also supported a NYSE-listed company during a crisis in India, navigating local sensitivities while aligning with their global communications framework. These aren?ÇÖt just one-offs ?Çö they represent how we now operate: as part of a trusted, borderless communications team.In an industry where speed, context, and credibility matter more than ever, this partnership allows us to offer agile, insight-led strategies that can scale globally, not by imitation, but through lived experience and collaboration.Beyond clients, what does this partnership mean for the Madchatter team in terms of learning and growth?The most exciting aspect of this partnership is opening up our team to global learning and exchange. It?ÇÖs not about formal training modules or one-off workshops. It?ÇÖs about actively conversing with communicators worldwide ?Çö solving challenges, sharing learnings, and understanding how different markets approach reputation, narrative, and strategy. This exposure shapes our team?ÇÖs thinking and raises the quality of work we can deliver across all levels, not just at the top. For junior and mid-level professionals, especially, it offers a rare opportunity to learn from experienced practitioners without having to leave their context behind.It also sharpens our ability to think beyond geography ?Çö to see communication as a discipline shaped by culture, policy, and business cycles in different markets. This kind of real-time, peer-based learning is invaluable for a firm like ours, where agility and learning are core values.Looking forward, what are Madchatter?ÇÖs growth goals and how important is this Worldcom partnership in reaching them?Looking ahead, Madchatter?ÇÖs growth ambitions are rooted in building a truly agile communications firm that blends deep sector expertise with the ability to deliver across geographies. Since day one, we?ÇÖve attracted global organizations because of our team?ÇÖs proven experience managing cross-cultural and cross-functional projects, especially in deeptech, fintech, B2B, and enterprise communications. Our unique approach ?Çö global thinking, local execution ?Çö has not only helped us win trust but also created strong client stickiness, with many choosing us over larger, more established agencies and staying for the impact we drive.With the Worldcom partnership, our reach and agility multiply. It allows us to serve both global brands entering India and Indian brands expanding abroad with a network that is both vast and deeply collaborative. We are focused on scaling our presence in high-growth sectors like fintech, healthtech, and purpose-driven brands, while doubling down on creating business bottom-line-led campaigns that open strategic doors for our clients. Our growth roadmap also includes building a personal brand communications vertical and investing in new media products to stay ahead of industry shifts. Ultimately, Worldcom is central to this vision, giving us the global muscle and visibility to lead from the front while never losing our local edge.As a founder, what message do you want to send to the Indian communications industry about this affiliation and what it means for PR?ÇÖs future here?This partnership is not about Madchatter alone ?Çö it?ÇÖs about what?ÇÖs now possible for independent Indian agencies in a globalised communication environment. For a long time, Indian firms were seen as service extensions, not strategic drivers. That?ÇÖs changing. Today, we see Indian communicators shaping not just campaigns but conversations that matter across markets. Our affiliation with Worldcom shows that you don?ÇÖt need to be a global branch office to lead globally. You can be rooted here and still operate at international standards, with sharp, culturally attuned, and business-first ideas.The future of PR isn?ÇÖt just about reach or visibility. It?ÇÖs about partnerships, insight, and the ability to influence outcomes in a connected, volatile world. My message to peers and emerging firms: the time to scale your thinking is now. Build work that is export-worthy. Build teams that can think across borders. And build a practice that puts business outcomes at the heart of communication. 

PR Professionals (PRP), India?ÇÖs leading integrated communications agency and the flagship of PRP Group, has been appointed as the communications partner for RHI Magnesita India Ltd, a global leader in the manufacturing of high-grade refractory products essential for the steel, cement, glass, and non-ferrous metal industries.Aimed at enhancing the company?ÇÖs corporate brand positioning and visibility within India?ÇÖs industrial and manufacturing landscape, PRP has been assigned to develop and execute a comprehensive communications strategy encompassing brand messaging, thought leadership, media outreach and stakeholder engagement.RHI Magnesita India operates eight state-of-the-art manufacturing facilities and a world-class R&D center in Bhiwadi. With a robust pan-India presence, the company employs over 6,000 professionals and has more than 35 site offices. Its product portfolio includes magnesia- and alumina-based refractory bricks and mixes, as well as specialized offerings such as slide gates and isostatic products, all critical for processes exceeding 1,200??C.Ritika Chandhok, Head of Communications & Public Affairs, RHI Magnesita India Ltd., said, ?Ç£We are delighted to welcome PR Professionals as our communications partner. At RHI Magnesita India, we take pride in playing a pivotal role in driving infrastructure development and supporting the vision of a ?ÇÿViksit and Atmanirbhar Bharat.?ÇÖ With our eight advanced manufacturing units, a dedicated R&D centre, and a workforce of over 6,000 employees across India, we are deeply committed to advancing the nation?ÇÖs industrial growth. This partnership will help us articulate our value proposition more effectively, strengthen our brand presence, and enhance our thought leadership within the manufacturing ecosystem ?Çö in alignment with India?ÇÖs economic aspirations.?Ç¥?Sarvesh Kumar Tiwari, Founder and Managing Director, PR Professionals, added, ?Ç£Partnering with a global manufacturing leader like RHI Magnesita India is both an honour and a responsibility. As a powerhouse in India?ÇÖs core industries, the company exemplifies innovation, scale, and excellence. This mandate reflects our growing expertise in industrial communications and our commitment to showcasing stories of resilience, technology, and nation-building in a self-reliant India.?Ç¥

Seasoned communications strategist and brand advisor Vineet Recriwal has announced the launch of The Native, a brand marketing and communications advisory designed to help founders, startups, and brands sharpen their narrative, scale visibility, and strengthen reputation in high-velocity markets.Eliminating the noise of bloated agency layers and delivering senior expertise from day one, The Native aims to work closely with leadership teams across categories to shape messaging that builds both brand and business outcomes.?Ç£Most early and growth-stage businesses do not need bloated 360-degree communication - they need clarity. Their struggle is not due to poor execution, but because they misread the market. They need someone who understands their ambition, reads market signals, and can translate that into the right message, to the right people, through the right channel. That?ÇÖs where The Native comes in - as a sharp, strategic partner that brings ecosystem context, narrative focus, and execution insight from day one - to help businesses enter new markets with context, and shape their positioning with conviction,?Ç¥ said Vineet Recriwal, Founder and CEO, The Native.Rooted in India but built for regional ambition, The Native aims to operate at the intersection of brand and business, offering its advisory across:Market entry strategies - combining insight-led positioning, stakeholder mapping, policy sensitivity, and cultural adaptation to help brands land with clarity and credibility in new or complex marketsBrand positioning & narrative buildingReputation and issue managementThought leadership and visibility strategyInvestor and internal communications?? The Native operates on a lean, partner-led model, backed by a trusted network of senior, experienced collaborators across content, media, public policy, and digital. Purpose-built for founders, investors, and CMOs seeking focused, high-impact strategy without the drag of traditional agency layers, the firm aims to double both its current client portfolio and talent base over the next six months with expansion to Southeast Asian markets by 2026.

The flagship IMAGEXX Summit & Awards 2025, hosted by Adgully and The PR Post, returns for its 5th edition on July 18 ?Çô bringing together India?ÇÖs public relations and corporate communication leaders and changemakers. In today?ÇÖs hyper-connected, hyper-quantified world, data surrounds us like oxygen?Çöbut turning those numbers into something truly breathable for brands and consumers alike remains the real challenge. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, this idea took center stage during a high-energy panel, titled ?ÇÿFrom Metrics to Meaning: The New Age of Data-Driven Communication?ÇÖ. Moderated by Mamtaa Dhingra, a seasoned PR strategist and host of the ?ÇÿLateral Sutraa?ÇÖ podcast, the session brought together communication leaders from across sectors?Çömedia, logistics, real estate, automotive, and consultancy?Çöto explore how brands are moving beyond vanity metrics to build sharper, more resonant strategies powered by real insight. The esteemed panelists included: Ahana Ganguly, Associate Vice President - Brand Marketing & Corporate Communication, Times NetworkMitali Darbari Prakash, Business Director & Partner, The MavericksPoornima Gulati, Associate Director - Public Relations & Corporate Communications, NoBroker.comPrachi Sharma, Head - Creative and Communication, CARS24Rachit Mishra, Head - Brand Marketing & Communication, CJ Darcl LogisticsOpening the session with the poignant quote, ?Ç£We are surrounded by data but starved for insights,?Ç¥ Mamtaa Dhingra set the tone for a conversation that would cut through the noise. She emphasized the need to move away from superficial reporting toward deeper understanding: ?Ç£Data is everywhere, but insights are rare. The real value lies in interpretation, not just collection.?Ç¥ Ahana Ganguly offered a compelling look into how media brands are evolving. ?Ç£Data is the base for every communication and content decision today?Çöespecially in a space where we?ÇÖre not just competing with other broadcasters, but with FMCG, tech, and OTT platforms,?Ç¥ she said. From prime-time programming to ad sales, data informs everything?Çöfrom knowing when audiences tune in, to understanding who they are and why they engage. ?Ç£Screaming ?ÇÿWe?ÇÖre No. 1?ÇÖ doesn?ÇÖt work anymore,?Ç¥ Ahana quipped. ?Ç£What works is combining numbers with context and sharper targeting.?Ç¥ She also shared how Times Network leverages government datasets (like MoRTH?ÇÖs road accident statistics) to shape issue-based campaigns. ?Ç£Real numbers tell real stories. That?ÇÖs how we create communication that moves people?Çönot just informs them.?Ç¥ Poornima Gulati underscored how data is embedded in the DNA of digital-first disruptors. ?Ç£We built this company on a promise to remove the middleman. Data helped us replace opacity with transparency and trust,?Ç¥ she noted. Today, behavioral analytics fuel personalized experiences?Çöfrom property suggestions to CRM-led journeys. One standout example: ?Ç£We noticed an uptick in women applying for joint loans, so we started tailoring our messaging to support and empower them.?Ç¥ It?ÇÖs not just about demographics; it?ÇÖs about decisions. Prachi Sharma brought both clarity and charisma, offering a fresh take: ?Ç£AI will never beat natural intelligence,?Ç¥ she said with a smile. While she acknowledged the usefulness of AI in speeding up execution, she cautioned that data without empathy becomes hollow. ?Ç£Relatability is non-negotiable. People don?ÇÖt want fluff?Çöthey want truth. If you?ÇÖre not listening to human voices, your communication will miss the mark?Çöno matter how ?Çÿdata-backed?ÇÖ it is.?Ç¥ From logistics and freight to frontline branding, Rachit Mishra emphasized that data?ÇÖs role extends far beyond marketing dashboards. ?Ç£We use data not just to optimize operations, but to improve road safety, reduce accidents, and build long-term trust with clients,?Ç¥ he explained. For service-first industries, brand perception is closely tied to transparency. ?Ç£Smart communication, rooted in insight, helps us stay accountable. That?ÇÖs how we keep stakeholders engaged?Çöand reassured.?Ç¥ Mitali Darbari Prakash brought a consultant?ÇÖs lens to the table, especially valuable in her work with both legacy brands and startups. ?Ç£Legacy brands often suffer from fragmented data, gathered through outdated methods. It?ÇÖs no longer about hoarding data?Çöit?ÇÖs about sense-making,?Ç¥ she said. At The Mavericks, she leads teams where researchers and data scientists work in tandem to build insight-rich strategies. ?Ç£AI is powerful?Çöbut it only works when there?ÇÖs actual intent guiding it. Otherwise, you?ÇÖre just dressing up numbers with jargon.?Ç¥ ??As the session wrapped up, Mamtaa Dhingra circled back to the core theme: data is just the beginning?Çöinsight is the destination. Whether you?ÇÖre optimizing a logistics network, designing a content calendar, or trying to decode consumer mindsets, the leaders on this panel showed that communication becomes powerful only when numbers are grounded in purpose and human understanding. 

In an era where a social media post can spiral into a PR nightmare, crisis communication has become a core brand function?Çönot a contingency plan. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, hosted by Adgully and The PR Post, brand leaders came together for an insightful conversation on real-time reputation management. In the fireside chat, titled ?ÇÿReputation Reloaded: Building Trust & Brand Value in an Era of Hyper-Transparency?ÇÖ, industry experts shared actionable insights on navigating communication challenges in today?ÇÖs high-stakes, always-on media landscape. Chaired by Nandini Chatterjee, Chief Corporate Brand and Communications, Shree Cement, the esteemed panellists included: Amit Nanchahal, Head ?Çô Corporate Communications, India and South Asia, PepsiCo IndiaSamir Kapur, Director, Adfactors PR Shree Cement: Balancing Truth and AgilityNandini Chatterjee opened the discussion by addressing the risks of real-time scrutiny. ?Ç£Anything the brand does is seen, shared, and judged. One wrong step and it can explode,?Ç¥ she said. She highlighted that audiences today expect instant responses, while legal clearances and fact-checking slow things down. ?Ç£Being agile and truthful is a job by itself,?Ç¥ she noted. Chatterjee also cited a recent Meltwater report that showed while 33% of consumers discover brands on TV, 31% do so on social networks?Çöyet 50% research them on social platforms. ?Ç£It?ÇÖs no longer the time of SEO, but GEO?ÇöGenerational Engine Optimization,?Ç¥ she added. Adfactors PR: Crisis Can Be Prevented in Calm TimesSamir Kapur emphasized two key principles?Çölistening and speed. ?Ç£You need to listen everywhere?Çönot just Google or news, but also Glassdoor and Reddit. That?ÇÖs where early signals emerge,?Ç¥ he said. Kapur cautioned brands not to wait for perfection. ?Ç£Perfect hair is the enemy. If you wait too long for legal or perfect statements, the narrative will shift, and someone else will control it.?Ç¥ When asked about brand readiness in non-crisis periods, Kapur shared: ?Ç£Reputation isn?ÇÖt just for crisis moments. Most brands ignore signs during quiet times thinking ?Çÿit?ÇÖs not broken, so no need to fix it.?ÇÖ That?ÇÖs when they lose the chance to prepare.?Ç¥ He referred to an Indian edtech company that ignored employee concerns and consumer complaints during growth phases. ?Ç£When the crisis hit, it erupted because they didn?ÇÖt act when the indicators were visible.?Ç¥ PepsiCo India: Purpose Builds Trust Before the CrisisAmit Nanchahal shared how PepsiCo India approaches corporate reputation with a long-term view. ?Ç£We have an always-on strategy. You can?ÇÖt wait for a crisis to start telling your story?Çöyou need to build trust constantly,?Ç¥ he said. Nanchahal clarified misconceptions: ?Ç£We are not just Pepsi?Çöwe are PepsiCo with 12-13 brands including Lay?ÇÖs and Quaker. Not many know we work with 27,000 farmers across 14 states.?Ç¥ He highlighted how Lay?ÇÖs purpose-led campaigns have won four Khadi awards for work with farming communities. ?Ç£That kind of consistent engagement helps when a crisis does come. People remember the good work,?Ç¥ he said. Reflecting on his early days at PepsiCo, he shared: ?Ç£I came from Ola, which had its fair share of crises. I thought PepsiCo would be smooth. But in my first month, I handled a major issue with Lay?ÇÖs. What helped us was the narrative we had already built and the long-term plan we had in place.?Ç¥ ?Nanchahal concluded with a powerful reminder: ?Ç£Trust isn?ÇÖt built during the crisis?Çöit?ÇÖs tested during one.?Ç¥ 

Fuzion PR Pvt Ltd unveiled its latest publication, ?ÇÿBharat Landscape - Beyond Tier-2?ÇÖ, at the 5th edition of IMAGEXX Summit & Awards 2025. Mukesh Kharatbanda, Managing Director, Fuzion PR, presented the report, emphasizing the growing importance of India?ÇÖs Tier-3 cities for future brand communication strategies. Kharatbanda highlighted Fuzion PR?ÇÖs 15-year history of working across ?Ç£Bharat?Ç¥, including Tier-2, Tier-3, and Tier-4 zones often overlooked by mainstream strategies. He stressed the firm?ÇÖs belief that a true understanding of India requires firsthand observation in smaller cities and towns, free from preconceived notions, as ?Ç£that is where the real Bharat lives?Ç¥. The report, the sixth edition in Fuzion PR?ÇÖs Regional Highlights booklet series, asserts that ?Ç£Regional is the new national?Ç¥, a principle the firm has advocated for years. Kharatbanda pointed out a critical juncture where perception needs to shift again, moving beyond Tier-2 cities, which are now showing signs of saturation, towards Tier-3 and beyond. He underscored that government policies and increased exposure are already aiding the development of these smaller urban centers. ?Ç£We?ÇÖve studied over 50 Tier-3 towns across 28 states, cities that would be the gold mine of opportunities in the near future,?Ç¥ Kharatbanda stated. He warned that brands failing to incorporate these areas into their communication strategies risk missing immense opportunities, as Tier-3 cities are on the ?Ç£cusp of revolutionary explosion?Ç¥ driven by infrastructure development. Key findings from the report: The ?ÇÿBharat Landscape - Beyond Tier-2?ÇÖ report, the sixth edition of Fuzion?ÇÖs Regional India Booklet, highlights a significant shift in India?ÇÖs development focus from Tier-2 cities to emerging Tier-3 cities. The report argues that while Tier-2 cities are becoming saturated, Tier-3 cities are becoming the ?Ç£next frontier?Ç¥, brimming with aspirations, untapped ambition, and a hunger for access, making them crucial for the next phase of India?ÇÖs growth story. This 2025 edition aims to provide deeper insights into the observed shifts in behaviour, access, ambition, and opportunity, as well as persistent challenges in these regions. The report details the development and potential of Tier-3 cities across various Indian states: Punjab: Tier-3 cities like Jalandhar and Patiala are emerging as new economic centers due to strategic location, infrastructure development, and government initiatives, fostering inclusive development. Patiala is transforming under the Smart City Mission, while Jalandhar has a unique legacy in sports.Gujarat: Tier-3 cities such as Bhavnagar, Morbi, and Bharuch are crucial to Gujarat?ÇÖs economic landscape, emerging as manufacturing and industrial hubs with significant infrastructural advancements. Bharuch hosts one of India?ÇÖs largest chemical industrial estates (Dahej SEZ), and Morbi is known as the ?ÇÿCeramic City of India?ÇÖ.Karnataka: Tier-3 cities like Hubballi-Dharwad, Belagavi, and Davanagere have shown significant industrial growth, becoming important manufacturing and trading hubs. Many of these cities are also part of the Indian Government?ÇÖs Smart City Mission.Chhattisgarh: Tier-3 cities such as Bastar, Janjgir-Champa, and Kanker are growing rapidly. Janjgir-Champa is becoming a ?Ç£power hub?Ç¥ with numerous power plants and rich limestone deposits, while Kanker is known for its mineral resources, including iron ore.Madhya Pradesh: Tier-3 cities like Ujjain, Ratlam, and Sagar are significant contributors to the state?ÇÖs progress, serving as incubators for innovation across manufacturing, technology, and agriculture. Ujjain is seeing infrastructure projects, and Sagar and Satna are included in the Smart City Mission.Maharashtra: Key Tier-3 cities like Aurangabad, Solapur, Jalgaon, Amravati, Nanded, and Kolhapur contribute to India?ÇÖs cultural and economic development. These cities are hubs for manufacturing, agriculture, education, and textiles, with some also focusing on renewable energy initiatives.Bihar: Emerging urban centers such as Gaya and Bhagalpur are vital to Bihar?ÇÖs development. Gaya is a major pilgrimage destination, and Bhagalpur, known as the ?Ç£Silk City?Ç¥, is significant for silk production and export.Assam: Tier-3 cities like Dibrugarh, Jorhat, Tezpur, and Silchar play crucial roles in Assam?ÇÖs economy, particularly in the tea industry, tourism, and cultural heritage.Rajasthan: Tier-3 cities like Kota and Udaipur contribute significantly to the state?ÇÖs and country?ÇÖs growth. Kota is renowned as an educational hub for competitive exam preparation, and Udaipur is a major tourist destination known as the ?Ç£City of Lakes?Ç¥.Haryana: Tier-3 cities like Hisar, Rohtak, and Ambala are ?Ç£unsung heroes?Ç¥ fostering small and medium enterprises. Hisar is known as the ?Ç£City of Steel?Ç¥ and aims to be a counter-magnet city for NCR.Kerala: The state?ÇÖs economic growth is significantly influenced by its smaller Tier-3 cities, such as Kottayam (rubber sector, lowest Multidimensional Poverty Index), Alappuzha (tourism, coir production), and Idukki (tea, spices, hydroelectric projects).Uttar Pradesh: Tier-3 cities are developing rapidly, with Prayagraj emerging as a commercial and educational center, and Ayodhya undergoing massive transformation with infrastructure development and increased property values. Aligarh and Moradabad are also leveraging technology and sustainable practices.Uttarakhand: Tier-3 cities like Kashipur, Kotdwar, and Pauri are instrumental in the state?ÇÖs growth, contributing to industry, education, healthcare, and tourism while preserving cultural and natural essence.Arunachal Pradesh: Tier-3 cities such as Aalo, Tezu, and Bomdila are pivotal to the state?ÇÖs development, focusing on agrarian life, trade, education, and eco-tourism, mirroring Arunachal?ÇÖs broader progress.Telangana: Tier-3 cities like Karimnagar, Nizamabad, and Khammam are economically significant, acting as regional centers for small-scale industries, local companies, and agriculture, with growing infrastructure.Odisha: Tier-3 cities are poised for rapid growth with various development projects and investments across sectors, leveraging the state?ÇÖs position as a manufacturing hub and eastern gateway to ASEAN.The report emphasizes that these Tier-3 cities are not just geographic points, but powerful contributors to India?ÇÖs evolving story, driving balanced regional growth and economic prosperity. ????Kharatbanda expressed the hope that the booklet would offer a new perspective on Bharat beyond Tier-2 zones, viewing them as not just evolving and inspiring, but also an ?Ç£inevitable part of everything that we are planning for the brands that we represent?Ç¥. 

Gambit Communications has announced a multilayered expansion titled ?ÇÿGambit 3.0?ÇÖ that features the launch of four branded divisions, 26 new team member hires and two exciting new purpose-built office spaces. Rather than following the traditional agency model of subdividing by practices, the Dubai-born independent PR & Influencer Marketing agency has prioritized synergy and authenticity by creating four themed divisions that unite brands and team members who share common approaches to storytelling.Gambit Pulse is focused on trends, disruption and passion, for brands that live in momentum and thrive on urgency, relevance and creative heat; Gambit Sage is the corporate, consultancy and sustainability division that offers calm, gravitas and strategic thinking, while Gambit Atelier is the fashion, culture and entertainment department that brings a studio mindset to a pop-culture world. Finally, Gambit fwd powers the industries and visionaries defining tomorrow in technology, property, mobility and innovation.The divisions have been supplemented by a 26-person hiring spree that includes 21 new additions since the start of the year, and five more set to join before the end of the summer, to take the agency size to 50 full-time team members.To help the teams live their ethos, Gambit has invested in two exciting new office spaces. The Gambit Pulse HQ is a purpose-built, fully-owned office space for the freshest young talent in the region to innovate, create and disrupt, while the Gambit Boutique is a bespoke fashion atelier designed to host, create content, and display clients?ÇÖ brands. These line up alongside Gambit?ÇÖs existing HQ which has been refurbished, to create a thriving 4,000 sq ft total premises.Since the start of the year, Gambit have grown their multinational client roster with major tender wins including Samsung, Property Finder, Majid Al Futtaim?ÇÖs Lifestyle portfolio featuring LEGO, lululemon, Crate & Barrel and more, The Red Sea International Airport in Saudi Arabia, and the global viral phenomenon FIX Dessert Chocolatier ?Çô the original Dubai Chocolate.The agency?ÇÖs powerful momentum sees them concurrently holding five agency of the year titles, following a successful 2024 where they picked up a total of 36 major awards.Founder & Managing Director, Jamal Almawed said: ?Ç£In the six years since we launched, we?ÇÖve shaped and reshaped the agency model, always operating with clear guiding principles on how to build healthy dynamics with clients and with each other, and what the workplace should look like. We have pioneered new ways of looking at communications, creating a meritocracy built on shared values, drive and ambition. Gambit 3.0 is us making the first move once again, to become better storytellers, driven by curiosity, authenticity and cultural literacy.?Ç¥Gambit Communications handles a range of multinational brands including Samsung, Uber, Acer, BMW, Amazon Payment Services, Majid Al Futtaim, Essilor Luxottica and more.

Integrated Communications Agency Confiance Communications has secured the Public Relations mandate for Raga Svara, a family-run boutique luxury retreat dedicated to holistic learning and healing. The collaboration comes at a time when Indian-origin wellness experiences are gaining significant momentum, both in India and across the globe. While international travelers are increasingly seeking meaningful transformations in India, conscious local consumers are also looking to reconnect with nature and their inner selves.Through this partnership, Confiance aims to position Raga Svara not just as an unparalleled wellness destination but as a global thought leader in holistic living. As part of the brand-building mandate, the agency will deliver a long-term Communications roadmap encompassing compelling storytelling for Raga, founder-led interviews, thought leadership building, high-impact editorial placements, and culture-defining brand narratives. To further elevate visibility, the agency will forge deep and carefully curated media relationships, spearhead influencer collaborations, and organise immersive familiarisation trips that showcase the retreat's transformative offerings and signature experiences.Bushra Ismail, Founder and Chief Strategist of Confiance Communications, said: "As someone who has always been drawn to spaces rooted in authenticity and purpose, Raga Svara resonates deeply with me?Çöboth personally and professionally. At a time when wellness is becoming increasingly commercialised, Raga Svara offers a rare depth?Çöan invitation to slow down, reflect, and realign. At Confiance, we're proud to partner with a brand that's redefining conscious living. Our focus will be on amplifying Raga's voice across the cultural, design, and wellness landscapes?Çöpositioning it not just as a destination, but as a global benchmark for mindful living."Mohit Patel, Co-founder of Raga Svara, commented: "At Raga Svara, we have always envisioned wellness as a way of life, not a luxury. Deeply rooted in the timeless science of Ayurveda, our retreat offers a sanctuary for those seeking to rediscover balance in life. As we expand our offerings and enter a new phase of growth, our partnership with Confiance marks a strategic step towards amplifying Raga's philosophy, where stillness meets sustainability. With their proven expertise in storytelling and reputation building, we are confident of strengthening our position as a pioneering voice in India's conscious hospitality movement and the global wellness space. Together, we aim to shape a new narrative?Çöone that redefines retreats as essential touchpoints for inner and outer harmony."As the wellness landscape continues to evolve globally, there is a growing appetite for rooted, authentic experiences that blend tradition with intentional living. In this context, Raga Svara is uniquely poised to lead the conversation around modern Indian wellness. Over the coming months, the agency?ÇÖs strategic focus will span several high-impact initiatives: driving seasonal and cultural narratives around holistic Indian living, architecting editorial campaigns that spotlight Raga?ÇÖs design ethos and Ayurvedic depth, and engineering brand moments inspired by global wellness, slow travel, and conscious living. The aim is to position Raga Svara not only as a sanctuary for healing but as a movement shaping the future of mindful, India-born wellness on the world map.

The 5th edition of IMAGEXX Summit 2025 wrapped up with the IMAGEXX Awards 2025. In its fifth year, IMAGEXX Awards has come to be recognized for honouring PR campaigns and strategies that showcase exceptional strategic insight, creativity, and measurable outcomes, with entries evaluated by a respected panel of industry experts. The Awards celebrate excellence across agency and in-house teams in strategic disciplines and industry sectors. At IMAGEXX Awards 2025, Adfactors PR was adjudged PR Agency of the Year. Burson Genesis was PR Agency of the Year (Adgully Choice), while Kaizzen was PR Agency of the Year (Jury Choice). Media Mantra was declared Independent PR Agency of the Year. The Regional PR Agency of the Year award went to Fuzion Public Relations Pvt Ltd. Candour Communications won the award for Specialist Consultancy/Firm of the Year ?Çô Technology. Teamwork Communications Group took home the award for Specialist Consultancy/ Firm of the Year ?Çô Healthcare. ??Deepak Jolly, Founder and Director, Consocia Advisory, was conferred with the Lifetime Achievement Award for his outstanding contribution to the Public Relations industry. Recognized as an industry leader in Policy Advocacy, Crisis Management, Reputation Management, Stakeholder Engagement, Sustainability and Marketing programs, Jolly?ÇÖs career spans four decades, wherein he shaped narratives at iconic companies like Hindustan Unilever, PepsiCo, Airtel, and Coca-Cola India, and more. 

In an era where a social media post can spiral into a PR nightmare, crisis communication has become a core brand function?Çönot a contingency plan. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, hosted by Adgully and The PR Post, industry leaders gathered for a compelling panel discussion on ?Ç£Crisis Communication in the Digital Era: Strategies for Protecting Reputation in a Changing Media Scene?Ç¥, moderated by strategic communications expert Anup Sharma. Representing sectors as varied as food tech, fintech, insurance, mobility, gaming, and travel, the speakers brought hard-won lessons and real-time crisis experiences to the table. Together, they painted a clear picture: Reputation today isn?ÇÖt built in campaigns?Çöit?ÇÖs tested in crises. The esteemed panelists included: Akanksha Jain, AVP-PR and Communications, SwiggyAmrit Anand, Head - Corporate Communications, ZupeeManika Mittal, Group Head - Communication and Public Relations, Balancehero IndiaNikhil Bharadwaj, Vice President & Head ?Çô Corporate Communications, Bajaj Allianz General InsuranceRuna Ahlawat, Head Communications, JSW MG Motor IndiaCommencing the discussion, Anup Sharma framed the conversation with a powerful insight: ?Ç£You don?ÇÖt prepare for crisis?Çöyou live it. In today?ÇÖs digital-first world, crisis isn?ÇÖt an ?Çÿif,?ÇÖ it?ÇÖs a ?Çÿwhen?ÇÖ.?Ç¥ He called for a shift in mindset?Çöfrom reactive damage control to proactive preparedness. MG Motor India: Purpose Over PRRuna Ahlawat, Head of Communications at JSW MG Motor India, spoke about the challenges of managing brand perception during the early days of the COVID-19 pandemic, especially being a brand with Chinese roots. ?Ç£Instead of reacting to noise, we led with empathy. Within 24 hours, we launched ?ÇÿSEVA?ÇÖ?Çödelivering oxygen concentrators and essential supplies to communities in need.?Ç¥ MG?ÇÖs value-driven approach proved that authentic action speaks louder than defensive statements. Zupee: Redefining Perception Through PreparednessOnline gaming often walks a tightrope with public opinion. Amrit Anand, Head of Corporate Communications at Zupee, shared how their team built a crisis framework grounded in education and foresight. ?Ç£Our biggest learning? You can have all the right policies in place, but if you?ÇÖre not communicating your intent, perception becomes the crisis.?Ç¥ Zupee developed stakeholder-specific playbooks, built media relationships, and focused on long-term reputation over short-term reaction. Balancehero India: Transparency in FintechIn the fast-evolving fintech space, Manika Mittal, Group Head of Communications & PR at Balancehero India, emphasized the need for transparent communication?Çöespecially during regulatory or technical disruptions. ?Ç£People don?ÇÖt expect perfection. They expect honesty. Even a delayed response can feel like betrayal in a space as sensitive as money.?Ç¥ Balancehero?ÇÖs three-tier strategy?Çöawareness, influence, and impact?Çöplaces trust at its core. Bajaj Allianz: Owning the NarrativeInsurance is often viewed through a lens of scepticism. Nikhil Bharadwaj, VP & Head of Corporate Communications at Bajaj Allianz General Insurance, spoke about reshaping that narrative with radical honesty. ?Ç£We don?ÇÖt run from criticism. We respond, explain, and educate. That?ÇÖs how trust is rebuilt?Çöone clarified claim at a time.?Ç¥ His advice: silence is not a strategy. Clarity and consistency are. Swiggy: Putting People FirstAkanksha Jain, AVP - PR and Communications at Swiggy, reminded the audience that food is personal. ?Ç£One missed delivery can ruin a special occasion,?Ç¥ she said. ?Ç£It?ÇÖs not just about refunds?Çöit?ÇÖs about being human in how we respond.?Ç¥ She also highlighted initiatives like Swiggy Wiggy, which showcases the stories of delivery partners, adding heart to brand narrative even in difficult moments. 

?Ç£Quick commerce is not just fast, it?ÇÖs the future,?Ç¥ said Nischay Madnani, Founder & CEO of Shryoan Cosmetics, in a compelling keynote at the IMAGEXX Summit 2025 held in Delhi. Addressing a packed room of industry professionals and fellow entrepreneurs, Madnani shared his brand?ÇÖs journey and laid out a bold vision for how rapid delivery and digital-first strategies are transforming the Indian beauty landscape. Standing at the Intersection of Speed and BeautyTaking the stage with candor, Madnani acknowledged the novelty of being on ?Ç£this side of the podium?Ç¥ for the first time. But any nervousness was quickly replaced by insight as he dove into the key theme of his talk ?Çô ?ÇÿQuick Commerce (QCommerce) ?Çô which he described as ?Ç£ultrafast, impulse-led shopping that delivers gratification in under 30 minutes?Ç¥. ?Ç£From Blinkit to Zepto, it?ÇÖs no longer just food or essentials. You can now buy your favourite lipstick in the time it takes to brew a cup of tea,?Ç¥ he said, eliciting murmurs of agreement from the crowd. Shryoan?ÇÖs Evolution: From Offline to 30-Minute DeliveryFounded in 2019 just before the pandemic, Shryoan began as an offline-first cosmetics brand. But the COVID era pivot to digital platforms gave it a renewed direction. ?Ç£We were forced to go digital, and that changed everything. Today, we?ÇÖre present across every ecommerce and Quick Commerce platform,?Ç¥ he shared. Madnani cited one unlikely product as a case study: ?Ç£We are among the top three sellers of sindoor in India, traditionally an offline-dominated product, because of our online push.?Ç¥ The Psychology of Impulse and the Power of PlatformsMadnani explained that QCommerce thrives on impulse-driven behaviour, particularly among urban consumers. ?Ç£It?ÇÖs 9 pm, you realize you?ÇÖre out of kajal before a party, and 15 minutes later it?ÇÖs at your door. That?ÇÖs the kind of shift we?ÇÖre talking about.?Ç¥ He revealed that 65% of beauty buyers in India now prefer online platforms, a figure driven by convenience, smartphone adoption, UPI-based payments, and influencer marketing. ?Ç£Earlier, it was word of mouth. Now it?ÇÖs word of WhatsApp. Share a link, and the lipstick is yours in minutes.?Ç¥ Tier 2, Tier 3and Total Market PenetrationThe most exciting opportunity, according to Madnani, lies in QCommerce?ÇÖs expansion into Tier 2 and Tier 3 cities. Platforms like Zepto are opening dark stores across India, offering brands like Shryoan new reach. ?Ç£Reordering, trial products, and even urgent restocks can now happen in 10 minutes. That?ÇÖs not just convenienceit?ÇÖs a business advantage.?Ç¥ Virtual Try-Ons and AI-Powered PersonalizationMadnani also addressed the evolving role of AI in beauty retail. ?Ç£If a customer can virtually try on lipstick shades using AI, matched to her skin tone ?Çô that?ÇÖs personalization at its best. It reduces friction, drives conversions, and builds brand loyalty.?Ç¥ AI also aids visibility and placement of SKUs on Quick Commerce apps. ?Ç£In beauty, visibility drives sales. You don?ÇÖt buy a lipstick until you see the colour. Now, you can see it virtually, on your own face, before you even click ?ÇÿAdd to Cart?ÇÖ.?Ç¥ Live Shopping, Short Videos, and WhatsApp: The New Checkout LaneMadnani highlighted the emergence of live shopping formats, WhatsApp marketing, and shortform video content as key drivers of QCommerce success. ?Ç£The simplified checkout process, the storytelling through influencersit all builds towards a frictionless, satisfying experience,?Ç¥ he said. Conclusion: Speed Meets SoulIn his closing remarks, Madnani emphasized that Quick Commerce is more than a trend, it?ÇÖs a shift in consumer psychology. ?Ç£It?ÇÖs not just about speed. It?ÇÖs about fulfilling needs when they arise. About being visible, available, and relevant in real time.?Ç¥ His final words left an impression: ?Ç£The gratification that consumers get in 15 minutes is the loyalty that will last for years. And for brands who want to stay competitive, this is the moment to embrace it.?Ç¥ 

?Ç£AI will take away some jobs,?Ç¥ said Zakka Jacob, Managing Editor of CNN News18, in his characteristic no-nonsense manner while delivering a powerful keynote address on ?ÇÿUse of AI in the News Media: Will It Take Away Jobs??ÇÖ He was speaking at the 5th edition of IMAGEXX Summit and Awards 2025, being held in Delhi today. Rejecting hyperbole while delivering hard truths, Jacob urged the industry to brace for an imminent, revolutionary shift. A Disruption in Our LifetimeJacob began with a light-hearted anecdote: despite calculating a one hour 20?minute drive from Noida to the venue, slowed down by typical airport traffic, he had made it in just an hour. ?Ç£Maybe they were using AI to figure out traffic in Delhi. Maybe my driver was fiddling around with ChatGPT,?Ç¥ he quipped, drawing smiles and nods from the crowd. Bringing the tone of urgency, he cautioned: ?Ç£We are at a phenomenal crossroads. The change that is going to come with the advent of artificial intelligence is nothing short of perhaps the severest disruption that we have seen in the communication industry in the last 20, 30, 40 years.?Ç¥ Jacob drew parallels to the transformative impact of print going digital, the advent of 24/7 television, and the explosion of YouTube and Instagram. But AI, he insisted, is history?ÇÖs most consequential shift yet. ?Ç£And maybe I?ÇÖm hyping up AI. Maybe you?ÇÖre worried whether AI will take your job. And let?ÇÖs be honest about it?Ǫ Yes, AI will take some jobs, no doubt about it.?Ç¥ The AI Wave Is Real ?Çö And Already HereJacob emphasized AI?ÇÖs ripple beyond the media: ?Ç£It?ÇÖs going to change any and every industry where there are repetitive tasks, assembly line jobs, where there is collation of large amounts of data.?Ç¥ He reminded the audience how generative AI models are now reaching artificial general intelligence, offering surprising logic: ?Ç£These large language models are beginning to think and rationalize like human beings do. They are asking questions... giving answers in a logical sequential way.?Ç¥ He argued that the repercussions aren?ÇÖt limited to commerce alone. ?Ç£This is probably going to disrupt our lives. People are talking about having AI dating partners... AI as your shrink, your psychologist.?Ç¥ He pointed out how tech giants are racing to deliver AI companions: Comet from Perplexity, OpenAI?ÇÖs AI-driven browser, and Google?ÇÖs Gemini 2.5. Major platforms are already shifting their incentive structures to favour original content over ?Ç£AI?repurposed?Ç¥ work. ?Ç£The algorithm is disincentivizing that,?Ç¥ he noted.At the same time, he asserted that amid this landscape, ?Ç£the value of human intelligence is also going to be prioritized?Ç¥. ?Ç£Prompt engineering is going to be a big focus area going forward... like what data analysts were 10 years ago. They?ÇÖre going to be the new frontier,?Ç¥ he conjectured. Jobs on the Chopping Block ?Çö And Those That Will RisePausing to address the looming threat, Jacob warned: ?Ç£Yes, AI will take away some jobs, particularly if you?ÇÖre in repetitive jobs.?Ç¥ He cited examples: sound mixers ?Ç£whose only job is to move the fader up and down?Ç¥; video editors simply matching images to scripts; anchors reading teleprompters. ?Ç£That?ÇÖs not very hard for an AI clone to replicate.?Ç¥ But he drew a firm line: ?Ç£If you are somebody who adds value, or gives perspective to a story which only you can give, then AI can?ÇÖt replace that?Ǫ AI cannot take away the soul and feel and empathy.?Ç¥ Recounting why he entered journalism decades ago, he reminded attendees: ?Ç£Inherent curiosity?Ǫ about this unfair world. Inherent empathy?Ǫ machine learning can never get you empathy. It can never get you soul or feel.?Ç¥ Realities in Action: Documentaries & AI in the NewsroomJacob described two major projects made possible by AI: Operation SINDOOR: 88 Hours That Changed India With limited access to visuals, they used AI to recreate conversations in the Cabinet Committee on Security and Pakistani military discussions. ?Ç£We generated images?Ǫ labelled it as such. We said this is AI-generated.?Ç¥ It struck a chord: the documentary went on to be the highest?rated English news show that week. Air India 171 Crash CoverageUsing the DGCA?ÇÖs preliminary cockpit data, they recreated in-cockpit sequences via AI. ?Ç£From feedback I?ÇÖve got, people have received that well. We wouldn?ÇÖt have been able to do that otherwise.?Ç¥ He noted how traditional sketch artists?Çöwho once painstakingly recreated sensitive scenes?Çöare now being replaced. This, he said, is ?Ç£level 0.1?Ç¥ of what AI can achieve. Other applications include AI?generated visuals for the tragic Gurugram case, wherein a promising young tennis player was shot dead by her own father, and the use of tools like 11labs to replicate broadcast?quality voiceovers. ?Ç£Voice-over artists, will they be running out of a job in a few years from now??Ç¥ he asked rhetorically. The Human-Driven Future of AI-Powered WorkLooking ahead, Jacob named several emerging roles essential to an AI-augmented media industry: AI content editors who verify authenticity in real time; ethics and bias auditors who judge algorithmic output; data visualisers and AI video editors; and ?Ç£AI trainers?Ç¥?Çöprofessionals who teach large language models how to ask better, more nuanced questions. He cited a session by AI educator Vaibhav Sisinty, highlighting how even prompt engineering can become automated?Çöbut still needs human oversight. ?Ç£Human intelligence will not be replaced by AI,?Ç¥ Jacob stated emphatically, but to leverage AI fully, ?Ç£you need that little reservoir of knowledge?Ǫ only then can you leverage [AI] 5x, 10x, 20x.?Ç¥ This, he compared to securing a mortgage: you need both the asset and the capacity to repay. AI, he suggested, offers extraordinary leverage?Çöbut demands human maturity and skill. Final Message: Adapt or FadeDrawing from his own experience across decades of media evolution?Çöfrom print to digital?ÇöJacob closed with clarity and resoluteness. ?Ç£I lived through the COVID era when a lot of people stopped subscribing to newspapers?Ǫ it?ÇÖs got back to 80%... plus another clean slate 100x growth through online publishing.?Ç¥ But he reminded professionals that AI cannot replicate core human traits. ?Ç£Artificial intelligence cannot feel, it cannot empathize, it cannot bring soul.?Ç¥ And while AI can visualize, ?Ç£it cannot empathize.?Ç¥ To thrive, he urged, individuals and organizations must ?Ç£upskill, reskill, adapt?Ǫ treat AI like it?ÇÖs your intern, your secretary, your butler?Çötrain the language model to do your work better than you can do your work.?Ç¥ His closing lines carried the weight of both caution and opportunity: ?Ç£I asked ChatGPT for a closing quote. It said, ?ÇÿLet your headlines shape the world, but let your heart shape the headlines.?ÇÖ I said, no?Çöthat?ÇÖs not good enough. Then it said, ?ÇÿAI will not replace us, but those who use AI will replace us.?ÇÖ So, I leave it at that.?Ç¥ 

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 today?ÇÖs complex and fast-moving communication landscape, the role of corporate communicators continues to expand?Çöbridging leadership intent, stakeholder trust, and brand reputation. Vidya Mohan, Chief - Corporate Communications and Head of the Innovation Centres at KPMG in India, brings over two decades of experience navigating this evolving space. Her work reflects a thoughtful approach that blends strategy with empathy?Çöwhether it?ÇÖs aligning internal messaging during change, engaging with emerging technologies like generative AI, or strengthening reputation in a highly regulated industry. Mohan?ÇÖs perspective is shaped by real-world challenges, grounded leadership, and a clear understanding of what it takes to build credibility over time. In this PR Conversation with Adgully, Vidya Mohan shares her insights on the shifting expectations from communication leaders, her principles for navigating crisis and change, and why purpose and authenticity remain central to impactful storytelling. You?ÇÖve had a rich career across diverse communication roles. What personal values or leadership principles that have consistently guided you through these transitions? Empathy, integrity, and curiosity have been my compass. In communications, what you say matters?Çöbut how you make people feel matters more. My guiding principles have been authenticity and empathy because people connect with trustworthiness and consistency, not just polish. And I believe in staying curious?Çöthis is what keeps you evolving with the changing landscape. In a highly regulated and reputation-sensitive industry like professional services, what are the core pillars of a robust PR strategy that truly builds and protects brand trust? Clarity, credibility, consistency, and compliance. In our sector, the margin for error is narrow. Every piece of communication must be backed by facts, aligned with firm values, and tailored to stakeholder expectations. You don?ÇÖt just build reputation?Çöyou earn it over time, especially during challenging moments. How has KPMG India?ÇÖs communication approach evolved in recent years to meet rising expectations around transparency, ESG commitments, and purpose-driven narratives? Today?ÇÖs stakeholders expect more than messages?Çöthey expect meaning. Our communications are deeply interwoven with our ESG agenda and core values. Whether it?ÇÖs our innovation efforts in sustainability, or our people-first stories, our focus is on transformational storytelling and not transactional?Çöamplifying impact, not just activity. With over two decades in corporate communications, how do you approach crisis management today?Çöespecially in a world where reputational risks can escalate within minutes? Speed is critical, but so is substance. I believe in scenario planning and psychological readiness?Çönot just media responses. Our approach is proactive listening, quick cross-functional alignment, and a calm, human-centred response. Could you share a specific instance of a communications challenge or crisis you navigated?Çöand how it shaped your approach to proactive reputation management? One example was during a regulatory change that affected the broader industry. The external noise was high, and speculation rampant. We chose not to react impulsively. Instead, we took a moment to engage internally, align facts, and lead with a grounded response. That experience reinforced for me that silence is not weakness?Çöit?ÇÖs strategy when used with intent and timing. AI is transforming the media and communication landscape. How do you see generative AI tools impacting PR strategy, media monitoring, and stakeholder engagement? We?ÇÖre at the intersection of experimentation and caution. GenAI offers great promise?Çöfrom rapid content generation and translation to predictive media analysis. But it also demands a sharp human lens to ensure tone, context, and judgment. At KPMG, we?ÇÖre piloting tools in safe environments?Çöbalancing innovation with responsibility. What?ÇÖs your framework for aligning external and internal communications?Çöespecially during moments of change, crisis, or regulatory shifts? We mostly try to align leadership messaging, frontline understanding, and public articulation?Çöall anchored to our core values. Internal buy-in precedes external outreach. Communication doesn?ÇÖt start at the press release or press statement; it starts with listening to your people and listening to the unsaid. As a communications leader, how do you balance authenticity, discretion, and speed in high-pressure situations while preserving the integrity of your brand?ÇÖs voice? By trusting the process and knowing when to pause. In pressure situations, there?ÇÖs often a rush to ?Ç£say something.?Ç¥ But the real value is in ?Ç£saying the right thing.?Ç¥ Authenticity doesn?ÇÖt mean full disclosure?Çöit means honest, respectful engagement. We work closely with our risk and legal teams along with leadership to ensure our voice remains principled yet human. ???Finally, if you had to sum up the essence of great communication in one sentence, what would it be? Effective and Impactful communication doesn?ÇÖt just inform?Çöit transforms people?ÇÖs perception through trust, empathy, clarity and consistency.

Authored by Chaitali Pishay Roy, Founder - CPR GlobalFor decades, the default playbook for any brand or leader looking to tell their story was clear: get a feature in a leading publication, line up a few interviews, and let traditional media do the heavy lifting. But that equation has changed. Quietly at first ?Çö and now, dramatically.Today, the platforms where reputations are being built have moved far beyond the newsroom. Stories are being shaped on podcasts, in long-form conversations, through owned content, and on platforms that didn?ÇÖt even exist in the old communications blueprint. This isn?ÇÖt about media being replaced ?Çö it?ÇÖs about media being redefined.Look at what happened when Vijay Mallya finally broke his silence. After nearly a decade of avoiding Indian press, he chose not a legacy news outlet but a podcast ?Çö Raj Shamani?ÇÖs Figuring Out ?Çö for a four-hour conversation that covered everything from Kingfisher to personal loss. It wasn?ÇÖt a headline-grabbing interview. It was a controlled, layered narrative. The format gave him what traditional media couldn?ÇÖt: space, context, and depth. And as a result, it dominated every social feed, sparked debate across age groups, and reinserted him into public conversation ?Çö on his terms.Netflix?ÇÖs co-CEO Ted Sarandos could have chosen any business magazine to speak to during his India visit. Instead, he appeared on Nikhil Kamath?ÇÖs WTF podcast for a candid, far-reaching conversation. Why? Because he wasn?ÇÖt just looking for reach ?Çö he was looking for relevance. And long-form, peer-to-peer formats allow exactly that.Even political communication has evolved. When Donald Trump held his first press conference as U.S. President, he kept seats aside for digital-native media ?Çö acknowledging the power shift. More recently, Prime Minister Modi has met with YouTubers and content creators in the lead-up to elections ?Çö not to do sponsored content, but to shape perception via platforms where younger audiences are actually listening.Here?ÇÖs what ties these examples together:They weren?ÇÖt gimmicks. They were strategy.Each of these choices reflects a clear understanding that how and where you tell your story today is as important as the story itself.?Ç£The platforms to tell your story have fundamentally shifted. Traditional media is no longer the only (or even the most effective) stage. What matters now is how ?Çö and where ?Çö you choose to shape your narrative.?Ç¥And yet, so many brands continue to treat new-age platforms like traditional media ?Çö inserting talking points, scripting interactions, and reducing potential narratives into promotional monologues. The result? Disengagement. Because the audience has moved on. They?ÇÖre not just consuming media ?Çö they?ÇÖre participating in it. And they?ÇÖre far more responsive to what feels real, contextual, and unforced.That doesn?ÇÖt mean traditional media is dead. Far from it. The right profile in a respected business publication still carries weight. But it cannot be the only arrow in the quiver. Today?ÇÖs audience expects multi-dimensional storytelling. One story told in many formats, across many touchpoints ?Çö each designed for resonance, not just reach.For founders and CXOs, this is particularly critical. In 2025, you are not just building a company. You are building narrative equity. And that means rethinking where and how your story is told. It means investing in long-form formats, engaging with platforms that allow nuance, and showing up in environments where your audience is already leaning in ?Çö not tuning out.Some of the most effective communication strategies today include:?    Founder-led conversations on niche, high-trust platforms?    Thought leadership through newsletters or podcasts that offer unfiltered insight?    Deep-dive formats that explore complexity, not just key messages?    Creator or community partnerships that feel editorial, not advertorial The shift is already underway.The smart brands aren?ÇÖt just catching up ?Çö they?ÇÖre building the new playbook.Because the truth is: attention is fragmented, credibility is hard-earned, and repetition is no longer reputation.To stand out, you need clarity of voice ?Çö and clarity of platform.So if you?ÇÖre still telling your story only through press releases, advertorials, or tightly-controlled PR opportunities ?Çö you?ÇÖre missing the moment. Your audience isn?ÇÖt looking for polish. They?ÇÖre looking for presence. Not just what you say, but where you choose to say it.And in that choice lies the future of storytelling.

Independent communications agency Bud Communications has officially expanded into the Philippines with the launch of its Manila office, marking a significant step in its Southeast Asia growth strategy. The new office will be led by Kiana Carreon, who has been promoted to Account Director, Philippines, and will drive Bud?ÇÖs presence in the region?ÇÖs dynamic creative market.Carreon, who joined Bud in 2022, quickly distinguished herself through strategic leadership across sectors like consumer, tech, automotive, and healthcare. Prior to Bud, she worked at Ogilvy Philippines as Account Manager, earning recognition for impactful brand work. Her promotion reflects Bud?ÇÖs focus on growing talent from within and investing in local leadership.The launch follows Bud?ÇÖs successful partnerships in the Philippines with long-term clients like ACMobility (Ayala Corporation?ÇÖs automotive division) and Axelum Resources Corp, a leading coconut product manufacturer. Both clients have renewed and expanded their engagement with Bud for a second year?Çöfurther cementing the agency?ÇÖs role as a trusted partner.Founder and CEO Oliver Budgen highlighted the strategic importance of this move: ?Ç£Manila has become an obvious next step for Bud. The Philippines is full of creative energy and commercial opportunity. Partnering with bold brands like ACMobility and Axelum is a real validation of what we?ÇÖre building.?Ç¥Patricia Malay, General Manager for Southeast Asia, added: ?Ç£The Philippines is home to exceptional talent. Our goal is to build teams that truly reflect the pulse of the local market.?Ç¥Expressing her excitement, Carreon shared: ?Ç£I?ÇÖm proud to be launching Bud Manila and shaping work that?ÇÖs meaningful, strategic, and fresh. There?ÇÖs a strong appetite here for communications that move the needle. I look forward to growing our team and our impact.?Ç¥Since its founding in 2020 in Singapore, Bud has rapidly expanded across APAC with offices in Australia, Indonesia, and now the Philippines, supported by a team of over 15 professionals. The agency has tripled in size and worked with both regional disruptors and global clients across fintech, gaming, adtech, health tech, and Web3.This expansion also strengthens Bud?ÇÖs ?Ç£borderless agency model,?Ç¥ enabling local execution with unified regional strategies across Southeast Asia. The Manila office will focus on client servicing, campaign planning, and content execution, all while staying aligned with Bud?ÇÖs broader regional vision.

In a strategic move to strengthen its marketing leadership and drive accelerated brand growth, Asian Footwear Pvt. Ltd., India?ÇÖs leading premium-quality family footwear brand, proudly announces the appointment of Abhishek Singh Chauhan as Lead ?Çô Brand Marketing & Communication.With over 19 years of diverse and high-impact experience, Abhishek brings a rich blend of expertise to the role, spanning media, advertising, brand strategy, digital transformation, and content production. His journey spans 5 years in media and advertising agencies, 6 years in content leadership roles at Content production house and GroupM /WPP Media agencies, and over 7 years leading brand growth on the client side?Çöa trajectory marked by standout results, including 121% revenue growth at one brand and 32% at another, even as competitors saw flat or negative growth during the same period.Commenting on his new role, as Lead ?Çô Brand Marketing & Communication, at Asian Footwear, Abhishek Singh Chauhan said, ?Ç£I am excited to join the dynamic team at Asian Footwears, a brand that is walking with India?Çöliterally and metaphorically. The ambition here is bold, the legacy is strong, and the potential is immense. My goal is to integrate storytelling, digital intelligence, and purpose-driven marketing to create lasting consumer love and category leadership.?Ç¥Abhishek has successfully delivered 300+ content projects, multiple national campaigns, TVCs, documentaries, and product launches. From spearheading pan-India digital and offline media plans to executing AI-enabled marketing automation and launching mobile apps, his cross-functional leadership is well-aligned with Asian?ÇÖs vision to expand further across metros and emerging Bharat markets.He is an alumnus of IIM Ahmedabad (MDP) and holds an MBA in Marketing, with certifications in film marketing from Cannes, France. Known for driving innovation through integrated brand-building, he previously held senior leadership roles at Dorset Industries, Ozone Group, Team Airtel & Essence (GroupM), and Ogilvy, managing marquee campaigns and TVC projects for Airtel, Zee5, Hyundai, Mankind Pharma, and other prominent brands.

Each year on July 16, World PR Day offers a moment of global reflection?Çöa chance to celebrate how public relations has evolved from a tactical publicity tool to a strategic cornerstone of trust, influence, and culture. But in 2025, the relevance of PR has never been more urgent?Çöor more contested.Across boardrooms and newsrooms, algorithms and activist movements, the world is battling a trust deficit. From climate misinformation to corporate greenwashing, from AI-generated deepfakes to political polarization?Çöaudiences are skeptical, institutions are under scrutiny, and reputation is no longer a given. In this volatile climate, PR is no longer about ?Ç£good press?Ç¥?Çöit?ÇÖs about building truthful, transparent, and timeless relationships.As PR thought leader Justin Green, Global President of the International Public Relations Association (IPRA), aptly noted last year: ?Ç£Public relations is the ethical heartbeat of communication. It has the power to shape truth, counter disinformation, and elevate public dialogue.?Ç¥From Diana Fernandes?ÇÖ view of PR as the ?Ç£conscience-keeper?Ç¥ of organizations, to Upasna Dash?ÇÖs call to move from ?Ç£vanity to value?Ç¥, this year?ÇÖs reflections underscore how PR has outgrown the shadow of marketing to become a moral, strategic, and social force.On the occasion of World PR Day 2025, Adgully spoke to eight forward-thinking industry founders who are shaping the future of communications in India. Their voices echo a shared belief: that in a world where anyone can broadcast, credibility is the only currency that matters.As technology amplifies noise and the public grows weary of spin, these leaders are doubling down on meaning, trust, and truth. Whether navigating AI integration, cultural shifts, or crisis narratives, their work proves one thing:PR isn?ÇÖt about managing stories. It?ÇÖs about stewarding trust. ?Ç£We are no longer decorators of narratives. We are custodians of credibility?Ç¥ ?Çô Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations<img src='https://erp.adgully.me/artical_image\64b889ceefb978a8198c093300b0694e.jpeg' class='content_image'>For Diana Fernandes, World PR Day is more than a calendar milestone?Çöit?ÇÖs a conscious pause to reflect on whether PR professionals are genuinely making a difference or simply dressing up perception.?Ç£World PR Day is not just a day of celebration?Çöit?ÇÖs a day of reckoning. Are we doing the hard, often uncomfortable work of building trust, or are we still caught in cosmetic storytelling? In a world where people question everything?Çömedia, institutions, corporations?Çöour job is no longer to ?Çÿspin?ÇÖ stories, but to unearth what?ÇÖs real and meaningful. I believe PR is now the conscience-keeper of organizations. We belong at the table not just when things go wrong, but when purpose is being defined, when societal impact is being measured.?Ç¥On the role of AI, Diana sees it not as a disruptor but a clarity-enabler: ?Ç£We embrace AI as a filter?Çöit handles the noise, so we can focus on the nuance. At Bloomingdale, AI supports efficiency: real-time monitoring, data parsing, first drafts. But it is empathy and human insight that carry the message across the line. Machines can draft, but only humans can understand pain, hope, irony, and aspiration. Especially in crisis or cultural moments, communication needs a soul. And AI doesn?ÇÖt have one.?Ç¥ ?Ç£PR is no longer about visibility. It?ÇÖs about credibility in a world of collapsing trust?Ç¥ ?Çô Aman Dhall, Founder, CommsCredible<img src='https://erp.adgully.me/artical_image\2bd5e9a5145e7bcf6c91f22b3f4c9638.jpeg' class='content_image'>Aman Dhall offers a sharp reminder that communications today must serve deeper goals than headlines or impressions. ?Ç£World PR Day is a timely moment to reflect on the responsibilities we hold. Strategic communications must help institutions articulate not just what they sell?Çöbut what they stand for. We?ÇÖve worked with clients in sectors like housing finance and public policy, where the challenge isn?ÇÖt media coverage?Çöit?ÇÖs navigating mistrust, exclusion, and fear. That?ÇÖs where PR must act as a societal interpreter, not just a brand megaphone.?Ç¥He?ÇÖs clear about AI?ÇÖs role: ?Ç£We treat AI as a collaborator. It scales the ?Çÿwhat,?ÇÖ but the ?Çÿwhy?ÇÖ still belongs to us. In one campaign for a heritage fragrance brand, we used AI to identify scent-language trends globally. But the breakthrough came from a perfumer who told us, ?ÇÿScent is memory.?ÇÖ That insight couldn?ÇÖt have come from data. It came from empathy. That?ÇÖs the gap only humans can fill.?Ç¥For Aman, the future of PR lies in ?Ç£narrative design?Ç¥?Çöarchitecting trust across moments, mediums, and stakeholders. ?Ç£In a world of scrutiny, clever communication won?ÇÖt cut it. Clarity will?Ç¥ ?Çô Akshaara Lalwani, Founder, Communicate India<img src='https://erp.adgully.me/artical_image\8ddb3a75ce3d99a9651933966863ffed.jpeg' class='content_image'>Having shaped communications for over 15 years, Akshaara Lalwani sees World PR Day as a chance to return to the basics: integrity, empathy, and meaningful engagement. ?Ç£The world around us has changed?Çöinstitutions are under scrutiny, misinformation spreads faster than facts, and the audience is alert, vocal, and unforgiving. In this climate, our job isn?ÇÖt to sugarcoat?Çöit?ÇÖs to simplify, anchor, and humanize. PR has become the space where brand action is held accountable to public expectation.?Ç¥She adds: ?Ç£We?ÇÖre no longer the ?Çÿexecution team?ÇÖ waiting for a brief. We?ÇÖre strategic partners guiding leadership and culture. When a brand faces a crisis?Çöor an opportunity?Çöwe?ÇÖre the voice asking: Is this aligned with who we say we are??Ç¥On redefining PR within the marketing mix: ?Ç£Today?ÇÖs audiences don?ÇÖt separate a press article from an Instagram post or a podcast interview. What matters is consistency and coherence. Our job is to help brands show up?Çönot just loudly, but authentically. Whether it?ÇÖs building movements or diffusing tensions, we help brands stay grounded in their values.?Ç¥?Ç£Trust is the lifeblood of society. And PR is its circulatory system?Ç¥ ?Çô Rishi Seth, Founder & CEO, Evoc<img src='https://erp.adgully.me/artical_image\a01a7cb4c2bb7a6a49f503676dcc26e3.jpeg' class='content_image'>For Rishi Seth, World PR Day is a celebration?Çöbut also a stark reminder of the gravity of their role. ?Ç£We live in a time where foundational trust is eroding?Çöin media, government, even science. Yet societies cannot function without trust. That makes our job as PR professionals far more complex?Çöand far more essential. We must now identify where trust lives, how it shifts, and how to help clients earn it, not just claim it.?Ç¥Seth is pragmatic about AI: ?Ç£It?ÇÖs already helping with efficiencies?Çöcontent creation, monitoring, sentiment analysis. But persuasion, influence, and coalition-building are deeply human acts. AI might catch up to average performance soon, but elite storytelling, emotional foresight, and intuitive judgment remain human territories. That?ÇÖs where the real future of PR lies.?Ç¥ ?Ç£PR is no longer behind the scenes. It?ÇÖs at the helm of shaping culture and commerce?Ç¥ ?Çô Sonalika Pawar, Founder, Bold and Beyond<img src='https://erp.adgully.me/artical_image\2079cdb484ed659afb4f14d8e089d012.jpeg' class='content_image'>For Sonalika Pawar, PR today is inseparable from social consciousness and brand authenticity.?Ç£World PR Day is a chance to celebrate a function that has quietly powered some of the most meaningful shifts in how people view brands, institutions, and themselves. From equity and sustainability to creator culture and digital communities, PR is no longer support?Çöit?ÇÖs strategy.?Ç¥She?ÇÖs passionate about correcting a long-standing myth:?Ç£People still think PR is media coverage. But the real work happens before the headline?Çöin crafting ideas, shaping values, and building lasting relationships. The best campaigns don?ÇÖt chase clippings. They build conversations that evolve and endure.?Ç¥ ?Ç£Trust isn?ÇÖt given. It?ÇÖs earned?Çöover time, across channels, and under scrutiny?Ç¥ ?Çô Komal Lath, Founder, Tute Consult<img src='https://erp.adgully.me/artical_image\4f0a9f81f65ef1065efbda09f36c8c6f.jpeg' class='content_image'>Komal Lath underscores the expanding scope of public relations in 2025, especially in an age of AI-generated news and fragmented platforms.?Ç£PR has moved beyond managing reputations to actively building them. In today?ÇÖs digital ecosystem, everything is real-time. People expect brands to engage meaningfully, respond quickly, and stay accountable. That?ÇÖs no longer a media function?Çöit?ÇÖs a cultural responsibility.?Ç¥On myths about PR, Lath says: ?Ç£The idea that PR is just about press releases is outdated. PR today spans owned, earned, paid, and experiential spaces. It?ÇÖs about being seen, but more importantly?Çöbeing trusted. And that takes strategy, consistency, and care.?Ç¥ ?Ç£We?ÇÖre moving from vanity to value. From optics to outcomes?Ç¥ ?Çô Upasna Dash, Founder & CEO, Jajabor Brand Consultancy<img src='https://erp.adgully.me/artical_image\00255928db7c7a4e030697a5c8dad8b4.jpeg' class='content_image'>Upasna Dash believes World PR Day 2025 represents a new era?Çöone where communications is no longer a bolt-on function, but a foundational pillar of modern business. ?Ç£PR is shaping not just brand perception but policy discussions, investor sentiment, and public accountability. That?ÇÖs why communications teams now sit at decision-making tables. We?ÇÖre helping organizations navigate complexity with clarity, credibility, and compassion.?Ç¥And yet, she notes, the old myths persist: ?Ç£People still reduce PR to ?Çÿgetting your name out there.?ÇÖ But true PR is about consistent, values-driven storytelling. It?ÇÖs about how a company shows up when it matters most?Çöduring a crisis, a launch, or a moral choice. The power of that work is compounding, not cosmetic.?Ç¥ ?Ç£PR isn?ÇÖt a shortcut to attention?Çöit?ÇÖs a long-term investment in meaning?Ç¥ ?Çô Ritika Garg, Founder & CEO, Avance PR<img src='https://erp.adgully.me/artical_image\6535617b61d73c94d78ef3b6e8e855e5.jpeg' class='content_image'>After five years leading Avance PR, Ritika Garg sees this World PR Day as a milestone in the maturing of India?ÇÖs communications industry.?Ç£We need to move beyond superficial metrics. Sure, logos in pitch decks look great?Çöbut the real value of PR is in building narrative equity. It?ÇÖs about giving voice to ideas, to underrepresented communities, to authentic brand purpose. And that takes intention, not just execution.?Ç¥On the most persistent myth, she says: ?Ç£That PR is all about being seen. The truth is, what?ÇÖs seen doesn?ÇÖt always stick?Çöwhat connects, does. Our job is to build credibility, not hype. That means digging deeper, listening harder, and staying relentlessly human.?Ç¥ From Storytelling to StewardshipThe voices of these eight leaders point to a profound truth: PR is no longer about shaping the story alone?Çöit?ÇÖs about shaping systems of trust.As World PR Day 2025 reminds us, public relations has emerged as one of the most future-facing disciplines in business, combining the rigor of data, the power of empathy, and the responsibility of conscience.In a world increasingly driven by technology but yearning for authenticity, PR is not only relevant?Çöit?ÇÖs irreplaceable. 

Authored By: Monisha Mudaliar, Founder, Monz MediaHave you ever watched a PR professional in action?Look for them at any major conference. You?ÇÖll spot them someone from an engineering background, seamlessly navigating a high-fashion jewellery launch. Or someone with an arts degree blending in perfectly at a BFSI event. They?ÇÖll be chatting effortlessly with CEOs, asking pointed questions about repo rates and RBI announcements. And you?ÇÖd never guess they only heard that panel discussion ten minutes ago.That?ÇÖs the magic of a great PR professional is that they adapt, immerse, and communicate with a level of fluency that belies how recently they entered the room.What you?ÇÖre seeing is confidence, agility, and presence. What you?ÇÖre not seeing is the intense prep that made that possible.Because PR is so often misunderstood especially in the age of social media, where visibility is assumed to equal value. While marketing may get the likes, PR earns the long-term credibility.And yet, most people only see the tip of the iceberg: the article in their favourite magazine, the founder quote in a leading business paper, the podcast episode featuring a brand they just discovered. It?ÇÖs polished. Seamless. Effortless. But that polish takes time.Behind a single media placement are weeks of behind-the-scenes work. Building the right media list. Tailoring each pitch to suit a specific journalist?ÇÖs beat and tone. Keeping track of multiple editorial calendars. Listening to what industry leaders are saying ?Çö and spotting the story a brand can authentically contribute to.All of this while managing clients across industries. A single PR professional could be crafting narratives for real estate, food & beverage, fintech, and sustainability all in the same week. They need to be tuned into policy updates, budget announcements, consumer behaviour, and what?ÇÖs trending across sectors, all at once.And yet, when you meet them at a networking event, they?ÇÖre effortlessly breaking the ice, opening conversations, and making people feel seen and heard, even when they?ÇÖve had a 14-hour day that started with a 7 a.m. media round-up.The truth is, PR does look glamorous ?Çö and in many ways, it is. It opens doors. It builds relationships. It places you in the right rooms and gets your story told by the right voices. But none of that happens without groundwork.Because PR is not just about who you know  it?ÇÖs about knowing when to reach out, what to say, and just as importantly, what not to say. It?ÇÖs research. It?ÇÖs strategy. It?ÇÖs timing. It?ÇÖs trust.So this World PR Day, let?ÇÖs move beyond the surface. Let?ÇÖs celebrate the people who make brands credible, not just visible. The ones who listen more than they speak. Who know that a single placement can take weeks of patient pursuit? And who do it all while making it look easy.PR isn?ÇÖt just a function. It?ÇÖs a force.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

The Astor Goa?Çöan all-suite, design-forward boutique hotel nestled in the heart of Candolim?Çöhas appointed the multi-faceted, homegrown communications and PR agency, The Other Circle (TOC) as its official PR and communications partner. This collaboration brings together two brands shaped by purpose, rooted in storytelling, and united by a shared belief: that the best experiences are the ones that speak softly, but stay with you.Launched in late 2023, The Astor Goa is not your typical new luxury address. With 65 expansive suites?ÇöGoa?ÇÖs largest suite inventory?Çöthe property reimagines modern travel through the lens of quiet luxury. Here, indulgence is subtle and intentional: relish breakfast till noon, minibars come complimentary, and the third guest stays free in Astor Suites and above. Guests can explore coastal trails, learn Goan recipes, or hop onto a beach buggy to meet the waves. It?ÇÖs a hotel that invites you to slow down?Çöand stay a little longer.The partnership marks a return to TOC?ÇÖs roots in hospitality. Known for building standout narratives across education, entertainment, lifestyle, fintech, and culture, the agency first made its mark crafting evocative stories for hotels, restaurants and travel destinations. This mandate with The Astor signals a full-circle moment?Çöwhere experience meets evolution.?Ç£Hospitality has always been our first love,?Ç¥ says Aakanksha Gupta, Founder & CEO of The Other Circle. ?Ç£The Astor Goa isn?ÇÖt about being loud?Çöit?ÇÖs about being thoughtful. That kind of honesty is rare, and it?ÇÖs exactly what drew us in. It reflects everything we believe in?Çödesign with depth, luxury with soul, and storytelling with sincerity. It?ÇÖs not just a hotel; it?ÇÖs a state of mind. We?ÇÖre excited to help it find the audience it truly deserves.?Ç¥For Vikram Puri, Managing Director at The Astor Goa, the partnership felt instinctive. He says, ?Ç£We built The Astor Goa on a simple idea: that real luxury today is space and time - and the freedom to use it the way you choose. Everything we?ÇÖve designed is to help our guests slow down, truly and fully unwind and savour thoughtful hospitality. TOC got that instantly. We are confident that their approach to storytelling coupled with insight-driven communication will help us grow our presence and bring The Astor?ÇÖs narrative to life in a way that?ÇÖs meaningful.?Ç¥As part of the mandate, TOC will craft and execute a layered PR and communications strategy for The Astor Goa?Çöbringing together earned media, editorial storytelling, influencer engagement, digital conversations, and industry thought leadership. Backed by over a decade of experience in shaping hospitality and lifestyle narratives, TOC will focus on building a story that captures The Astor?ÇÖs deeply personal approach to luxury?Çöwhile amplifying its presence across key audiences, platforms, and industry conversations.Because when hospitality feels this intentional, it?ÇÖs not just about where you stay?Çöit?ÇÖs about how the place stays with you. And for those telling the stories of tomorrow, The Astor Goa is a space worth watching.

Sapience Communications introduces its new Consumer Practice, a strategic initiative dedicated to providing tailored communication support for beauty and wellness brands. A key focus of this practice will be guiding companies through international market entry, specifically between the UK, India, and the UAE.Sapience Communications is delighted to announce the official launch of its Consumer Practice, with a strong focus on the fast-growing beauty and wellness sector. With its headquarters in London, the beauty hub of Europe, and a growing footprint in India and the UAE, Sapience is uniquely positioned to help brands navigate the complex consumer landscapes across these dynamic markets. The new Practice will be led by Shubhi Grover, Head of Consumer at Sapience, who brings 14 years of rich sector experience in the consumer, beauty, and wellness space, having worked with both global and local brands. In a saturated and fast-evolving global beauty and wellness industry, standing out is critical. The new Consumer Practice at Sapience is designed to help brands break through the noise, offering a full suite of services including product launches, strategic media placements, creative campaign execution, influencer engagement, and social media management.?Ç£The launch of our consumer vertical marks a pivotal moment for the business,?Ç¥ says Richard Morgan Evans, CEO of Sapience Communications. ?Ç£Our work with high-profile corporate clients has built our reputation, but the momentum in the consumer arena, particularly in the beauty and wellness segments, is something we?ÇÖre very excited to be a part of. Shubhi?ÇÖs leadership and deep understanding of cross-market brand storytelling will be instrumental as we scale our work across India, the UAE, and the UK and she brings with her a decade of experience working with both international and domestic consumer brands.?Ç¥?Ç£India is a unique and incredibly exciting market for us,?Ç¥ says Grover. ?Ç£With the consumer economy booming, especially in wellness and beauty, we see a real opportunity to help Indian and UAE-based brands expand into the UK and, equally, support British brands that are eager to tap into the growing appetite for premium and heritage products in India and the UAE. Our mission is to be the bridge for cross-market consumer growth.?Ç¥This strategic expansion positions Sapience to deliver targeted, creative, and strategically results-driven campaigns for consumer brands seeking global traction.According to the British Beauty Council, the UK beauty industry grew by 11% last year alone, contributing over ?ú27.2 billion to the national GDP. Meanwhile, India?ÇÖs wellness market is expected to reach $26.55 billion by 2029, and the UAE?ÇÖs beauty and wellness sector is projected to soar from $5.1 billion in 2022 to $12.5 billion by 2030 - all pointing to rich opportunities for brand expansion and innovation.Sapience's new Consumer Practice blends editorial storytelling, digital PR expertise, and influencer relations to craft unique brand voices and drive engagement across borders. The agency is committed to building brand trust and loyalty in a sector where consumer relationships are everything.As the beauty and wellness industry experiences a global resurgence, Sapience Communications is geared up to step into this space with a clear vision: to support brands on their journey to becoming household names, whether in London, Mumbai, or Dubai.

Seasoned communications strategist Mrinall Dey has announced his latest professional chapter as a Fractional Communications Officer/Advisor, offering strategic communications support to organizations at key inflection points.With a career spanning diverse sectors?Çöincluding telecom, FMCG, financial services, IT, EdTech, and hospitality?ÇöDey brings deep expertise in brand-building, crisis communications, and media relations. He has previously led high-impact communication efforts for major brands such as Airtel, PepsiCo, American Express, BYJU?ÇÖS, and MobiKwik.In his new fractional role, Dey will collaborate with leadership teams and founders to offer part-time yet impactful communication counsel?Çöhelping brands navigate change, repositioning, or growth with narrative clarity and reputation resilience.Announcing the move on LinkedIn, Dey said: ?Ç£If you?ÇÖre at an inflection point or simply want to connect, I?ÇÖd love to explore how I can support your journey through strategic communications. Here?ÇÖs to new beginnings and impactful collaborations!?Ç¥Dey?ÇÖs transition reflects a growing trend of experienced professionals offering flexible advisory roles to help businesses scale smarter and communicate better during transformation.

The public relations and marketing landscape in the UAE is evolving rapidly, shaped by technological innovation, shifting consumer expectations, and the region?ÇÖs unique cultural fabric. As we move deeper into 2025, the future of PR and marketing will be defined by how well brands balance cutting-edge tools like artificial intelligence with the timeless need for authentic, culturally sensitive communication.Artificial intelligence is no longer a futuristic concept but a practical asset in the UAE?ÇÖs PR toolkit. With the generative AI market in the region expected to reach over two billion dollars by 2030, AI enables marketers and PR professionals to create highly personalised, data-driven campaigns that resonate with diverse audiences. Tools that analyse media preferences, social media activity, and engagement patterns help craft messages that are precisely timed and tailored to local contexts, such as Ramadan or national holidays. This level of sophistication allows brands to connect more meaningfully and efficiently than ever before.However, technology alone cannot build trust or loyalty. The UAE?ÇÖs multicultural population demands more than just targeted messaging; it requires genuine engagement that respects cultural nuances and local values. Arabic media relations remain critical, with outlets like Asharq Bloomberg and the Arabic edition of Khaleej Times gaining prominence. Successful campaigns blend traditional elements with modern digital storytelling to reach both local and expatriate audiences. This cultural sensitivity is not optional but essential in a market where authenticity drives consumer decisions.Sustainability and social responsibility have also moved to the forefront of brand communication. Consumers in the UAE increasingly expect companies to demonstrate real commitments to environmental and social causes, not just pay lip service. Authentic sustainability messaging builds trust and long-term loyalty, aligning with national visions such as UAE Vision 2021 and Saudi Vision 2030. PR and marketing professionals must therefore ensure that their storytelling reflects genuine values and measurable impact.The rise of immersive experiences, micro-influencers, and employee advocacy further highlights the human side of PR and marketing in an age of automation. While AI and digital platforms enhance reach and efficiency, the emotional connection brands create through relatable stories and community engagement remains irreplaceable.In my view, the future of PR and marketing in the UAE belongs to those who harness technology as a means to amplify authentic voices rather than replace them. Brands that combine innovation with cultural intelligence and purpose-driven communication will not only thrive but also shape the region?ÇÖs evolving narrative. This balance is the key to building lasting relationships in a market defined by diversity, rapid change, and discerning consumers.

Ethara has appointed creative agency The Romans as its retained PR partner in a multi-year, six-figure agreement. The partnership was secured following a competitive pitch process across the UAE.The brief spans Ethara?ÇÖs core pillars?Çöcorporate brand communications, live events, and venue PR?Çöcovering flagship destinations like Yas Marina Circuit, Etihad Park, and Etihad Arena, as well as the Formula 1 Etihad Airways Abu Dhabi Grand Prix, one of the region?ÇÖs most high-profile annual spectacles.Andrew Stass, Brand Marketing and Communications Director at Ethara, said: "The Romans stood out for their bold, creative approach to storytelling?Çösomething that aligns closely with our energy and vision. Together, we aim to shape narratives that elevate Ethara?ÇÖs presence and connect meaningfully with our diverse audiences."The appointment comes as Ethara doubles down on its ambitions to expand its influence and solidify its position in the global live entertainment arena.Joe Lipscombe, Partner at The Romans, described the win as a major milestone: "Ethara is an iconic name when it comes to world-class entertainment in the Middle East. From reshaping the Formula 1 weekend experience to revolutionizing the cultural and music scene, their ambition is unmatched. We?ÇÖre thrilled to help amplify that story on a global stage."He also described the Abu Dhabi Grand Prix as ?Ç£the crown jewel?Ç¥ in the events space and emphasized The Romans' focus on delivering culturally intelligent, high-impact PR campaigns.Ethara continues to work with other communications partners including Seven Media, supporting its broader public relations objectives across the region.

Dubai Airports, operator of Dubai International (DXB) and Dubai World Central (DWC), has appointed Current Global MENAT as its retained public relations agency following a competitive pitch process. The move strengthens its integrated marketing and communications strategy under the Middle East Communications Network (MCN).The appointment consolidates PR efforts across MCN agencies?ÇöJack Morton, MRM, and Magna?Çöalready supporting Dubai Airports. Current Global will now lead strategic storytelling and media engagement as part of a unified team delivering cross-channel brand communications.?Ç£As Dubai Airports evolves into a hospitality-driven organisation, we are embracing a more agile, digital-first communications approach,?Ç¥ said Michelle Lee, VP Brand & Communications, Dubai Airports. ?Ç£Current Global?ÇÖs appointment reflects our commitment to impactful, integrated storytelling with earned media at its core.?Ç¥The partnership comes at a pivotal moment for Dubai Airports, ahead of the 19th edition of the Dubai Airshow at DWC and record-breaking annual passenger figures expected later this year. The organisation is also focusing internally on enhancing employee experience and rolling out a refreshed corporate strategy.Peter Jacob, Managing Director, Current Global MENAT, stated: ?Ç£Dubai Airports is more than a global aviation leader?Çöit?ÇÖs a gateway to the Dubai story. We?ÇÖre proud to support their mission and collaborate with the outstanding MCN team.?Ç¥Echoing the sentiment, Ghassan Harfouche, CEO of MCN MENAT and President of McCann Worldgroup APAC, added: ?Ç£This partnership exemplifies our vision of delivering seamless, connected solutions through agency collaboration to elevate iconic brands like Dubai Airports.?Ç¥Current Global?ÇÖs regional portfolio includes clients such as Dubai Tourism, Bugatti, Kraft Heinz, Global Village, and Bentley.

Sarina Menezes has been promoted to Senior Vice President & Head ?Çô Marketing & Corporate Communication at Oberoi Realty, marking a significant milestone in her three-decade-long career in brand marketing and communications.With over 30 years of experience in luxury brand marketing, digital strategy, and customer experience, Menezes has been instrumental in shaping Oberoi Realty?ÇÖs brand narrative across residential, commercial, retail, and hospitality verticals. Her strategic role involves close collaboration with global design and architecture teams to craft compelling brand propositions and design standards.Prior to Oberoi Realty, she held key marketing roles at renowned international property consultancy Knight Frank, where she led campaigns for marquee luxury residences such as The Aman New York, Waldorf Astoria New York, The Royal Atlantis Dubai, and OWO Raffles London.A passionate storyteller and team builder, Menezes also serves as a Jury Member for the EFFIE and EMVIE Awards 2024, and is an adjunct faculty and Board of Studies member at MAHE (Manipal University). Her forward-thinking approach integrates digital transformation, employer branding, and content-driven engagement strategies.

In conversation with The PR Post, Rachna Baruah, Founder & CEO of Madchatter Brand Solutions, delves into the agency?ÇÖs strategic affiliation with the Worldcom Public Relations Group. She shares how this global partnership marks a pivotal step in Madchatter?ÇÖs journey, enhancing its ability to deliver globally resonant yet locally grounded communication strategies. From cross-border campaign execution to peer-driven learning and sector-specific growth ambitions, Baruah outlines how the alliance elevates Madchatter?ÇÖs offerings while reflecting a larger shift in how Indian agencies are shaping the global PR narrative.What motivated Madchatter to join Worldcom, and what benefits do you expect for your agency and clients in India?Joining the Worldcom Public Relations Group was a strategic step in line with how we see the future of communications evolving. As brands become more global, their narratives must be locally rooted and globally resonant. For Madchatter, this partnership gives us seamless access to world-class expertise across industries ?Çö from tourism to investor relations ?Çö without adding overheads or compromising agility. We can now tap into a global network of specialists who?ÇÖve shaped strategies for some of the world?ÇÖs most respected brands over the past three decades. This not only sharpens our offerings but also ensures our clients in India receive globally benchmarked thinking with local relevance. Worldcom isn?ÇÖt just a network ?Çö it?ÇÖs a knowledge advantage that helps us scale impact, not just output.How will this collaboration impact the kinds of clients or projects Madchatter can take on especially those with international goals?Over the past few years, we?ÇÖve seen a steady rise in India-to-global companies looking for partners who understand both Indian complexity and global communication standards. This partnership helps address that need more holistically. Whether a client wants to break into the US, UK, or Southeast Asia, we now have the infrastructure to co-create campaigns, access on-ground insights, and deliver with the same contextual sensitivity we apply in India. With a presence across 40+ countries and a collaborative network of over 2,000 professionals, Madchatter is now equipped to support international mandates with the same agility we bring to domestic ones. The fact that this is a $350 million global network gives our clients a layer of confidence ?Çö they?ÇÖre gaining access to a distributed team that understands how business, culture, and communication intersect. It also allows us to step into larger, more complex projects that require cross-border execution while keeping consistency in messaging and approach.How does this partnership set Madchatter apart in the evolving Indian communications scene?As Indian brands become more globally ambitious, there?ÇÖs a growing need for campaigns relevant in multiple geographies while staying grounded in local insight. That?ÇÖs where we believe our differentiation lies ?Çö and this partnership strengthens it. We?ÇÖre not just accessing global trends; we?ÇÖre collaborating in real time with partners worldwide. For instance, we recently got a campaign live in Zanzibar and Tanzania in under four days through our extended network. We also supported a NYSE-listed company during a crisis in India, navigating local sensitivities while aligning with their global communications framework. These aren?ÇÖt just one-offs ?Çö they represent how we now operate: as part of a trusted, borderless communications team. In an industry where speed, context, and credibility matter more than ever, this partnership allows us to offer agile, insight-led strategies that can scale globally, not by imitation, but through lived experience and collaboration.Beyond clients what does this partnership mean for the Madchatter team in terms of learning and growth?The most exciting aspect of this partnership is opening up our team to global learning and exchange. It?ÇÖs not about formal training modules or one-off workshops. It?ÇÖs about actively conversing with communicators worldwide ?Çö solving challenges, sharing learnings, and understanding how different markets approach reputation, narrative, and strategy. This exposure shapes our team?ÇÖs thinking and raises the quality of work we can deliver across all levels, not just at the top. For junior and mid-level professionals, especially, it offers a rare opportunity to learn from experienced practitioners without having to leave their context behind. It also sharpens our ability to think beyond geography ?Çö to see communication as a discipline shaped by culture, policy, and business cycles in different markets. This kind of real-time, peer-based learning is invaluable for a firm like ours, where agility and learning are core values.Looking forward what are Madchatter?ÇÖs growth goals and how important is this Worldcom partnership in reaching them?Looking ahead, Madchatter?ÇÖs growth ambitions are rooted in building a truly agile communications firm that blends deep sector expertise with the ability to deliver across geographies. Since day one, we?ÇÖve attracted global organizations because of our team?ÇÖs proven experience managing cross-cultural and cross-functional projects, especially in deeptech, fintech, B2B, and enterprise communications. Our unique approach ?Çö global thinking, local execution ?Çö has not only helped us win trust but also created strong client stickiness, with many choosing us over larger, more established agencies and staying for the impact we drive.With the Worldcom partnership, our reach and agility multiply. It allows us to serve both global brands entering India and Indian brands expanding abroad with a network that is both vast and deeply collaborative. We are focused on scaling our presence in high-growth sectors like fintech, healthtech, and purpose-driven brands, while doubling down on creating business bottom-line-led campaigns that open strategic doors for our clients. Our growth roadmap also includes building a personal brand communications vertical and investing in new media products to stay ahead of industry shifts. Ultimately, Worldcom is central to this vision, giving us the global muscle and visibility to lead from the front while never losing our local edge.As a founder what message do you want to send to the Indian communications industry about this affiliation and what it means for PR?ÇÖs future here?This partnership is not about Madchatter alone ?Çö it?ÇÖs about what?ÇÖs now possible for independent Indian agencies in a globalised communication environment. For a long time, Indian firms were seen as service extensions, not strategic drivers. That?ÇÖs changing. Today, we see Indian communicators shaping not just campaigns but conversations that matter across markets. Our affiliation with Worldcom shows that you don?ÇÖt need to be a global branch office to lead globally. You can be rooted here and still operate at international standards, with sharp, culturally attuned, and business-first ideas. The future of PR isn?ÇÖt just about reach or visibility. It?ÇÖs about partnerships, insight, and the ability to influence outcomes in a connected, volatile world. My message to peers and emerging firms: the time to scale your thinking is now. Build work that is export-worthy. Build teams that can think across borders. And build a practice that puts business outcomes at the heart of communication.

One of the leading Hospitals chain based out of Gurugram, Artemis Hospitals has retained its partnership with Delhi based independent PR Consultancy, Grandeavour Communication (GC), for the third consecutive year. It's an achievement, a milestone, which not just marks a client-agency relationship, but a shared journey of trust, performance, and purpose in the evolving landscape of healthcare PR.GC has been working with Artemis Hospitals for the last two years with a consistent results driven approach. After these successful years, Artemis Hospitals has affirmed their trust and faith in the young team at Grandeavour Communication for its commitment, understanding of the sector, approach and fulfilling communication skills.Asgar Ali, Head - Sales & Marketing, Artemis Hospitals said, ?Ç£It's good to have an agency, who understand the requirements and are capable towards call to action mode. Grandeavour Communication, for the last two years have worked not just as an agency but as a partner, with full throttle support on all fronts. The team is highly motivated and always ready to take on challenges. Their positive mind-set and ability to think, plan, execute, and achieve truly sets them apart.?Ç¥Sharing the excitement and reflecting on the successful journey so far and the road ahead, Saachi Sagar, Sr. Consultant and Account Lead for Artemis at Grandeavour Communication said, ?Ç£Healthcare PR demands precision, empathy, and a deep understanding of both the sector and its sensitivities. With Artemis Hospitals, our goal has always been to communicate with purpose ?Çö whether it?ÇÖs amplifying the expertise of medical professionals or building trust with patients through authentic narratives. Over the last two years, we?ÇÖve not only driven visibility but helped shape a voice that resonates with both care and credibility. This continued partnership is a reflection of that shared vision, and we?ÇÖre excited to scale it further with impactful and responsible storytelling.""With this win for the third consecutive year, we have different plans to what we have been doing, we?ÇÖre geared to be even more proactive, targeting new heights, sharper outcomes, and smarter goals. The win comes with additional responsibilities and expectations, it isn?ÇÖt about the continuity, it?ÇÖs about commitment to get going, and evolve more as communication partners to Artemis Hospitals," says, Payel Banerjee, PR Director at Grandeavour Communication.In an industry as dynamic and demanding as healthcare, PR has evolved far beyond traditional boundaries. It faces unique challenges, especially with the shift towards the digital world, where amidst misinformation and fake news, the communication really needs to make a mark. Team GC is committed to embrace the challenges into opportunities and take this journey to another level i.e. PR 2.0.

Clarity Communication, a full-service PR agency based in India, has joined the Indo-American Chamber of Commerce (IACC) to align more closely with evolving discussions between Indian and American business ecosystems.The IACC, established to facilitate trade, investment, and knowledge-sharing between India and the United States, brings together companies across sectors including manufacturing, technology, energy, healthcare, and services. Its forums, dialogues, and policy sessions are designed to support deeper engagement between private enterprises and regulatory bodies across both countries.For Clarity Communication, the move is intended to broaden perspective and gain access to more informed spaces of dialogue?Çöespecially as clients increasingly engage with cross-border markets, regulatory environments, and stakeholder expectations that extend beyond domestic boundaries.*We are delighted to have Clarity join us as a member.  The business of PR has become a lot more complex with the advent of social media and paid features.  Sowmya?ÇÖs presence within the chamber will provide guidance to members on this useful aspect of business development" said Stephen Mathias, Chairman IACC Karnataka?Ç£Our work often begins with context?Çöand being part of IACC helps us stay closer to the factors shaping that context,?Ç¥ said Sowmya Iyer, Founder and CEO of Clarity Communication. ?Ç£Whether it?ÇÖs a company entering a new geography or navigating a sensitive issue, the way we guide communication depends on how well we?ÇÖre tuned into the environment it operates in. This membership gives us another lens to view that environment, particularly as the India?ÇôU.S. business corridor becomes more layered.?Ç¥She added, ?Ç£It?ÇÖs not about more visibility for us?Çöit?ÇÖs about more perspective. We value forums that challenge assumptions, introduce nuance, and bring professionals into conversations that don?ÇÖt always happen on public platforms. That?ÇÖs the space we?ÇÖre looking to contribute to?Çöand learn from.?Ç¥Clarity Communication works with businesses across diverse industries, from early-stage ventures to established brands and MNCs offering strategic support in external communications, media relations, and stakeholder engagement. The firm?ÇÖs team operates out of New Delhi and Bangalore, with a distributed network of partners across other regions.The IACC membership is expected to provide access to curated policy briefings, sector-specific knowledge sessions, and introductions to relevant industry working groups. It also allows Clarity to listen in on conversations where strategy meets regulation?Çöhelping shape more grounded communication advice for clients with cross-border interests.