We Are Social has appointed Maya Abdulazim to head its influencer marketing practice, strengthening the agency’s focus on creator-led strategies that drive cultural relevance and measurable impact.A communications and PR professional with extensive experience in influencer marketing, Abdulazim will oversee end-to-end campaign development and execution, including strategy, talent sourcing, activation, and reporting. She will work closely with the agency’s strategy, media, and creative teams to ensure influencer marketing is integrated into broader social thinking and aligned with brand objectives.Based in Dubai, Abdulazim will report to the senior leadership team and will be responsible for driving the growth of We Are Social’s influencer offering across both new and existing clients. She will also collaborate with platforms, talent agencies, and regional creators to deliver authentic, culturally relevant, and results-driven campaigns.Her career spans industries such as FMCG, fashion, tourism, and technology, giving her a strong understanding of the evolving role of creators in shaping brand perception and consumer engagement.The appointment follows a phase of strong growth for We Are Social in the Middle East, which rebranded from Socialize earlier this year. The agency’s regional client portfolio includes Azadea, TikTok, Switz, and Sony, with an increasing number of campaigns placing creators at the core of brand storytelling.

Authored by: Sarvesh Tiwari, Founder & MD – PR ProfessionalsIn Midnight’s Children, Salman Rushdie writes of Saleem Sinai’s life being “handcuffed to history,” his personal story shaped and reshaped by the events of the nation. The reverse is also true: a nation’s sense of itself is shaped by the personal stories its children grow up hearing. What happens when those stories change? We are about to find out.The recent NCERT revisions removing chapters on the Delhi Sultanate and Mughal Empire are more than adjustments to a syllabus. They represent a reordering of the historical imagination. The lessons learned between the ages of eight and eighteen become the scaffolding for how people see the world, speak to each other, and explain themselves to outsiders.By replacing much of the medieval Islamic period with an emphasis on ancient Indian dynasties, sacred geography and contemporary governance achievements, the curriculum is planting different reference points in the minds of millions. This will inevitably influence corporate messaging, diplomatic language, cultural marketing, and the texture of public debate in the years to come.How Narratives Shape CommunicationExperienced communicators know that societies are bound together by shared narratives. These are not simply historical facts; they are frameworks for meaning. For decades, Indian school history has offered stories of both fusion and resistance: Akbar’s attempts at religious accommodation alongside Shivaji’s defiance, Mughal architectural mastery alongside the innovations of Vijayanagara. This range has enabled rich and layered storytelling across politics, diplomacy, advertising and cultural promotion.When the medieval Islamic period receives less attention, the balance shifts. Pride in ancient heritage may deepen, but familiarity with cultural blending could diminish. That changes the communicative vocabulary of an entire generation.The Early SignsCommunications agencies have begun to notice the difference. Young recruits often speak with assurance about ancient achievements, yet hesitate when a campaign calls for celebrating fusion traditions or Indo-Islamic heritage. If this continues, the change will be visible across multiple fields:Corporate Communications: Brands that once comfortably drew on Mughal design motifs or Indo-Persian culinary traditions may find fewer communicators equipped to tell those stories.International Relations: Diplomats rely on shared history to build rapport. Downplaying the medieval period could make it harder to connect with Pakistan, Bangladesh, and Central Asian neighbours.Tourism and Culture: India’s global appeal rests partly on its reputation as a civilisation that harmonises contrasts. Marketing icons like the Taj Mahal or Hindustani music without understanding their blended origins risks producing thinner, less compelling narratives.What This Means for Public DiscourseOver time, the change may narrow the range of reference points in public conversation. Political speeches, editorials and even social media debates currently draw from a wide historical spectrum. The ability to invoke both Akbar and Shivaji, both Mughal gardens and Chola bronzes, enriches the national dialogue.When these shared touchstones fade, public debate can lose nuance. Without a common historical framework for coexistence, discourse risks becoming more polarised and binary.Soft Power Under PressureInternationally, India’s soft power has long rested on its ability to reconcile contradictions — ancient and modern, Hindu and Muslim, local and global. This has given Indian professionals a natural advantage in multicultural environments and allowed the country to play mediator in complex disputes.If future communicators are less comfortable with synthesis, this advantage could weaken. India might begin to be seen as a nation that values purity over plurality, narrowing its cultural and diplomatic reach.The Sophistication GapThere is also the risk of a “sophistication gap.” In global business and diplomacy, success often depends on holding multiple perspectives in mind. A simplified historical education could produce professionals who are confident but less capable of navigating complexity.Bridging the DivideThe answer is not to reverse the curriculum changes, but to supplement them. Corporate training, cultural exchange programs, and professional workshops can deliberately reintroduce historical and cultural nuance. This is not about political balance; it is about giving communicators the full set of tools they need in a diverse world.India’s most compelling stories have always been those of synthesis. The Taj Mahal was the work of Persian architects and Indian artisans. Bollywood thrives by mixing Hollywood craft with folk theatre tradition. The country’s tech sector blends ancient philosophical ideas with global innovation. These stories will remain relevant — but passing them on will require intention.The Larger StakesThis educational shift represents a natural evolution in how nations tell their stories. The emphasis on ancient heritage and sacred geography may strengthen cultural confidence and deepen connections to India's foundational narratives.The question is how to ensure this enhances rather than limits India's communicative range. The most resilient communicators draw from the fullest possible palette of references. Whether discussing ancient innovations or medieval marvels, each adds depth to India's global voice.The Path ForwardThis suggests a complementary approach: allowing the curriculum to build stronger foundations in ancient heritage while ensuring other historical dimensions remain accessible through cultural institutions and professional development. Higher/specialised education, corporate training programs and museums can serve as fountains of the broader narrative.We are a unique nation for we are ancient yet modern and diverse yet unified. This ability to be many things at once has been our greatest strategic asset. The most effective communicators impeccably weave together threads from Bharat's vast tapestry. Ensuring that the future generation shouldn’t just inherit pride in their heritage rather they should be aware of its complexity. The Continuing StoryIndia's story is still being written. Each generation adds new chapters while deciding which earlier ones to emphasize. What matters is that India's communicators retain access to the full library of the nation's experiences.The most compelling stories embrace the attractive complexity of human civilization. If embraced, the splendid intricacies of human civilization can become the most compelling stories. Call it Bharat or Hindustan, only when Vedic seers and Mughal poets or Nalanda's innovations and Kashmir's gardens are spoken about in the same vein, our voice as a nation would reach a crescendo. The curriculum changes indicate a chapter, not the conclusion, of India's evolving self-narration.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

French food services giant Elior Group has named Romita Chatterjee as the new head of marketing and communications for its India operations. In her role, Chatterjee will lead brand positioning across clients, partners, and employees, supporting the company’s next phase of growth. With nearly two decades of cross-industry experience spanning automotive, beverages, hospitality, real estate, and premium commercial spaces, she has worked with brands like Hyundai, Honda, Bacardi, ITC’s International Travel House, The Beer Café, Bharti Realty, and Brookfield Properties. At Elior India, her focus will be on strengthening brand visibility, enhancing employer branding, and ensuring effective stakeholder communication.

FleishmanHillard has named EJ Kim as the new global managing director of True Global Intelligence, the agency’s research, analytics, and intelligence consultancy. Kim, a seasoned strategist, brings extensive experience in building and scaling insights and analytics functions to consulting-grade capabilities. She previously served as executive vice president and head of Nexus, Weber Shandwick’s global analytics and innovation hub, and also co-founded NNABI, a wellness brand focused on perimenopause care. In her new role, Kim will lead FleishmanHillard’s intelligence team, which combines proprietary measurement frameworks, AI-powered tools, and advanced analysis to help clients drive growth, shape perceptions, and demonstrate value across the communications cycle. She succeeds Matt Groch, who has transitioned into a new role at FleishmanHillard focused on advancing the agency’s technology strategy and innovation agenda, particularly in developing next-generation solutions that enhance global data, analytics, and intelligence capabilities. The appointment underscores FleishmanHillard’s commitment to embedding data-driven insights and advanced analytics at the core of its client strategies.

Public Relations Consultants Association of India (PRCAI) brings its second and transformative edition of PRana 2025: India RISE Story, an industry-first story convention that beckons the creative mavericks, change-makers, visionaries and disruptors to weave the story of India’s RISE.As India charts its course toward the centenary of Independence in 2047, PRana 2025 emerges as the most spirited confluence of real and diverse stories from the communication world, influencing the country’s reputation. PRana 2025 is here to champion the stories of India’s RISE - Reputation through Innovation, Sustainability, and Entrepreneurship that are rewriting and reimagining India’s growth story. “PRana is here to become a platform to shape and tell the story of India’s RISE, with honesty, courage, and panache. This is where strategic storytelling morphs into national strategy, and together, we draft the next chapter of India’s RISE, with brevity and gravitas,” said Kunal Kishore, President, PRCAI  PRana 2025 will feature over 20 eminent voices from diverse spheres of influence. The prominent speaker line-up include Smt. Smriti Irani, Former Cabinet Minister, Shri Jayant Sinha, Former Union Minister of State for Finance and Civil Aviation & President, Eversource Capital and several reputation drivers and achievers including Manish Sabharwal, Co-Founder & Chairman, TeamLease Services; Suresh Khadakbhavi, CEO, DigiYatra Foundation; Naina Lal Kidwai, Chair, Rothschild India & India Sanitation Coalition; Gaurav Gupta, Creative Director of Gaurav Gupta Studio; Vaishali Nigam Sinha, Co-Founder, ReNew & President, UN Global Impact Network India; Suresh Narayanan, Former Chairman & Managing Director, Nestle India Limited; Dr. Sangita Reddy, Joint Managing Director, Apollo Hospitals; Aditya Ghosh, Co-Founder, Akasa Air, Founder of Homage Advisers; Chetna Gala Sinha, Founder, Mann Deshi Foundation; Vikram Chandra, Founder of Editorji Technologies; Aabha Bakaya, Founder & CEO, Ladies Who Lead; Nandini Bhalla, Editor-in-Chief of The Word Magazine; J. Sai Deepak, Senior Advocate, Delhi High Court; Rajeev Masand, COO, Dharma Cornerstone Agency & Leading Film Critic; Shri Pushyamitra Bhargav, Mayor, Indore, and Anvitaa Dutt, Filmmaker, Screenwriter & Director; and India Climber & Reliance Foundation Athlete, Kaamya Karthikeyan.The invigorating story convention will feature four sets of R.I.S.E dialogue with fireside chats, to in- conversation panels, and its signature 300Wise story format of five-minute narrative by India’s reputation architects and impact leaders highlighting the criticality of reputation, the stories of innovative game-changing ideas, the narratives on Sustainability and environment, and the most aspirational and heartfelt stories of Entrepreneurship, testifying grit and determination that refused to take no for an answer!PRana 2025 is the epicentre of India’s shift towards the power of communication and storytelling, influencing business growth. As communicators now collaborate directly with the C-suite, it’s evident that PR is no longer an ancillary function but a strategic partner in achieving business goals. PRCAI SPRINT 2024-25*, the industry survey, reveals that while private corporates (46%) remain the big contributor, start-ups (22%) and NGOs (11%) have emerged as high-growth segments. Growing at a compounded decadal CAGR of 12.8%, the PR industry is expected to reach ?4,570 crores by FY 2030, driven by strategic PR practices for business outcomes, technological advancements, influencer marketing, and purpose-driven communications. A meticulously curated, by-invitation-only gathering of communication industry leaders, C-Suite, cultural and social architects, PRana 2025 will be held on Wednesday, September 10, 2025 at the Taj Palace, New Delhi. During the story convention, PRCAI will unveil a whitepaper on how C-Suite sees Brand India’s place and reputation in the new world order and what’s driving those sentiments.  “The second edition of PRana marks a bolder step forward in reimagining how we shape narratives for a changing India. What makes this edition unique is its deeper focus on collaboration between industry pioneers, visionaries and reputation strategists to address not just national, but global storytelling challenges. It’s more than a movement, it’s a blueprint for the future of public engagement, credible narratives and crafting stories that last forever,” concluded Deeptie Sethi, CEO of PRCAI.

Burson, the global communications agency purpose-built to create value for clients through reputation, today announced that Fouad Bou Mansour will join the agency as Middle East, North Africa and Turkey (MENAT) CEO.Bou Mansour joins Burson from the Saudi Tourism Authority, where he spent two years as Vice President Creative Studio. In this role, he partnered with the marketing and brand teams on the development and implementation of the ‘Saudi Welcome to Arabia’ brand across all touchpoints. His prior experience includes a seven-year tenure as Chief Operating Officer at Impact BBDO Group UAE, where he led operations for Impact BBDO, FleishmanHillard, and Impact Porter Novelli, managing a team of 115 professionals. Before becoming COO, he was Managing Director at Impact & Echo BBDO in Kuwait."Fouad brings a blend of deep regional knowledge, an integrated mindset, agency experience, and client-side experience and perspective,” said Jon Hughes, CEO, EMEA, Burson. “He has a proven track record in delivering great work, developing talent, driving innovation and unlocking growth. I am thrilled to see him take up this critical role in the region and confident that under his leadership, Burson will build on its legacy and reputation for being great client partners and delivering outstanding work.”Bou Mansour is fluent in Arabic, French and English and holds a degree in Computer Science from the Lebanese American University in Beirut, Lebanon. “It’s a privilege to join this talented team and an agency with such a rich heritage and strong reputation for driving results,” said Bou Mansour. “My previous experience as a client provides a unique perspective on the opportunities ahead. We will build upon Burson’s incredible foundation by delivering the bold, integrated, and creative solutions that position our clients to lead on the local, regional, and global stage.” 

Mediatronics PR Private Limited is delighted to announce the appointment of Disha Arora as Senior Manager – Digital Marketing and Client Servicing. In her new role, Arora will spearhead the company’s digital marketing initiatives, lead client servicing strategies and play a pivotal role in strengthening Mediatronics PR’s brand presence across traditional and digital platforms.With a proven track record in client relationship management, campaign planning and digital strategy execution, Arora brings extensive expertise in handling integrated marketing solutions. Her experience will further enhance Mediatronics PR’s ability to deliver innovative, result-driven campaigns to its clients.Welcoming her to the team, Richank Tiwari, Founder & Director of Mediatronics PR Pvt. Ltd., said:“We are thrilled to have Disha on board. Her dynamic approach to digital marketing and client servicing aligns perfectly with our vision of offering 360-degree communication solutions. We believe her leadership will add immense value to our clients and contribute to our next phase of growth.”Speaking about her appointment, Disha Arora shared:“I am excited to join Mediatronics PR at such a transformative time. With digital innovation at the core of communication strategies today, I look forward to driving impactful campaigns and fostering strong client relationships that reinforce the company’s leadership in the PR and digital ecosystem.”Mediatronics PR continues to expand its footprint as a results-oriented PR and crisis management agency, trusted by leading businesses and organizations for strategic communication, reputation management, and impactful storytelling.

The Mavericks, India’s leading integrated marketing communications agency, has appointed Gaurav Tuli as Director - Digital & Tech, marking a pivotal move in its journey to deliver digital experiences that are seamless, smart, and deeply human.With over 16 years of cross-market experience across India and Canada, Gaurav brings a unique blend of sectoral depth spanning Auto, Healthcare, Pharma, QSR, FMCG, Banking, Aviation, Hospitality, Alcobev, Education, Electricals & Home Appliances, Beauty and CPG, and a vision rooted in insight-led, tech-forward storytelling. He has led campaigns for marquee clients like Bayer, Ford, Wendy’s, Jamie’s Italian, PepsiCo, Swaraj Tractors, Hyatt, InterGlobe, Oriflame, Luminous, and Himel to name a few, spearheading integration of innovative technologies into creative marketing campaigns, ensuring seamless execution, data-driven insights and enhanced stakeholder engagement.  In his new role, Gaurav will anchor The Mavericks’ digital offering, launching new service lines powered by Generative AI, predictive analytics, and automation, focused on helping brands stay discoverable, scalable, and contextually relevant in a digital-first world. While everyone is talking about Generative AI and its capabilities, Gaurav’s focus is on integrating AI with a strong layer of creativity and design thinking, ensuring that the solutions are not just efficient, but also emotionally resonant and tailored to client goals.“Integrated communications is about placing the audience at the very center of every strategy,” said Chetan Mahajan, Founder & CEO, The Mavericks India. “It’s no longer about channel-first thinking. It’s about orchestrating a cohesive experience across digital and traditional touchpoints. In the digital age, integration means being agile, real-time, and deeply contextual and Gaurav will be integral to building that connected, insight-led ecosystem for our clients.”For Gaurav Tuli, it’s not just about digital growth, it’s about reinventing how brands engage. “The intersection of data, technology, and creativity is where the most exciting things are happening. I’m excited to build AI-led offerings that go beyond automation - from Generative Engine Optimization (GEO) for AI discoverability, to predictive performance models and scalable content solutions that don’t rely on traditional production. These tools help brands move faster, listen smarter, and create more meaningfully. They’re not replacing creativity, they’re supercharging it” said Gaurav Tuli.As brands seek more cohesive, outcome-driven communication, The Mavericks continues to scale its integrated practice across strategy, advocacy, creative, and digital with a sharp focus on delivering real value, not just visibility. Gaurav’s appointment is a natural step in this evolution, reinforcing the agency’s ambition to challenge the status quo. At The Mavericks, bold thinking and strategic communication go hand in hand, a place where clients and people love to belong.

Arvind Mafatlal Group, one of India’s most respected and enduring business legacies, has appointed Vishesh Verma as Group Head – Corporate Communications, effective immediately. With over two decades of experience in media, marketing, and communications, Vishesh has been instrumental in shaping award-winning campaigns for some of the most respected corporate and consumer brands. His leadership journey spans senior mandates at Viacom18 and Warner Media, where he drove high-impact strategies that elevated brand presence and engagement. Widely regarded for blending creativity with data-driven precision, Vishesh has consistently built narratives that not only resonate deeply with audiences but also deliver tangible business results. As Group Head, he will oversee the Group’s communication strategy across internal, external, and digital platforms, driving cohesive storytelling, strengthening stakeholder trust, and enhancing brand resonance across diverse markets. 

The Achievers PR, one of the fastest-growing boutique public relations and brand consultancy agency, has secured the strategic PR mandate for buildAhome, a tech-enabled home construction company revolutionizing the way people build and design their homes.Under this collaboration, The Achievers PR will be responsible for managing buildAbome’s overall public relations strategy, media communications, and brand visibility efforts across key markets. This partnership marks a significant milestone in The Achievers PR’s continued expansion in the real estate and infrastructure domain.buildAhome is known for its end-to-end home construction solutions, offering clients seamless project management, architectural design, and turnkey services — all under one roof. With a tech-first approach, the brand is empowering homeowners with transparency, efficiency, and innovation in the home-building journey.Chetan Relhan, Founder & CEO of The Achievers PR, said“We are thrilled to welcome buildAhome to our growing portfolio. As a disruptive force in the real estate and construction space, buildAhome perfectly aligns with our vision to work with purpose-driven, future-ready brands. Our goal is to amplify their voice and help position them as the go-to name for custom-built homes in India.”This collaboration is expected to further strengthen buildAhome’s market presence while ensuring that its story, innovation, and impact are communicated effectively to audiences, stakeholders, and the media.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In conversation with Adgully, Vivek Pradeep Rana, Managing Partner at Gnothi Seauton, reflects on his two-decade journey in communications and how the firm is redefining reputation-building in a rapidly evolving media landscape. Positioned as an integrated communications lab, Gnothi Seauton focuses on creating coherence between what a brand says, does, and is known for moving beyond traditional PR to design narratives that resonate across stakeholders, communities, and formats. Rana shares insights on the shifting dynamics of communication, the rise of purpose-driven storytelling, and why the future of influence is anchored in alignment and authenticity rather than sheer visibility.With over two decades of experience in communications, how has Gnothi Seauton evolved to keep pace with the rapidly changing media landscape?We have built our practice on staying uncomfortable. That means placing ourselves at the edge of change, adopting new tools, frameworks, and mental models before they become mainstream. We were mapping stakeholder ecosystems when others were mapping media beats. We were designing narrative strategies when coverage was still the finish line.Today, reputation is not shaped by what brands say. It is shaped by what their ecosystem repeats. It is what employees post without prompting, what investors say in private, and whether advocacy carries meaning after the campaign ends. Gnothi Seauton was created for this environment. Not as a conventional agency, but as an integrated communications lab. We operate at the intersection of brand, stakeholder, and system. Our work is not designed to trend. It is designed to move across formats, communities, and moments that matter.A few years ago, we worked with a social impact fund to reframe its story from one of capital deployment to one of trust acceleration. That subtle narrative shift helped align its presence across funders, entrepreneurs, and policymakers long before “ecosystem storytelling” became fashionable.Your brand positioning as an “integrated communications lab” is unique. Could you elaborate on what this means in practice and how it sets you apart from traditional PR agencies? We are not in the visibility business. We are in the alignment business. Most agencies focus on optics. We focus on coherence between what a brand says, what it does, and what it is known for. Being a lab means we embed early, interrogate assumptions, and design communication as a strategic asset, not a tactical output.Our work has helped clients shift public perception, unlock policy pathways, and reimagine their reputation from the inside out. That is not execution. That is architecture.What industries or sectors do you see as ripe for transformation through integrated communications, and how is Gnothi Seauton contributing to that change? We do our best work in sectors undergoing transformation at scale, especially where trust is fragile. Agri-value chains, public health, digital infrastructure, impact investing, and climate innovation are prime examples.In these sectors, communication is not about messaging. It is catalytic. It shapes systems, mobilises stakeholders, and accelerates change.In one project, we worked with a green tech company that was struggling to get traction with regulators. The brand story was rooted in technical specs. We repositioned it around its systemic value – how it could enable compliance, policy implementation, and data traceability. That framing shifted the conversation from vendor to enabler and opened new strategic doors.In today’s digital-first environment, how do you balance traditional media relations with newer formats like influencer outreach, content marketing, and advocacy campaigns? We do not separate them. Traditional media, creator ecosystems, community WhatsApp groups, internal townhalls, and investor briefings all form one connected influence system.The key is not in the format. It is in the message discipline. When our campaigns work, it is because every touchpoint, from op-eds to AMAs, reinforces a clear and coherent strategic intent. That coherence is the new currency of credibility.How does your team approach community engagement, and why is it becoming a core pillar for brands today? Brands are no longer just built in boardrooms. They are built in comment sections, closed groups, and everyday conversations. Community is not a channel. It is infrastructure for belief. We help clients understand where they live in the lives of their communities and then design ways to show up with consistency and respect.From employee engagement to grassroots organizing to movement building, our work is focused on listening deeply and earning trust through presence, not performance. In a rural mobilization campaign, it was not the glossy film that drove participation. It was a short voice message from a local volunteer that travelled via WhatsApp, translated and adapted by peers. That moment reinforced for us that community trust travels faster than branded intent.Advocacy and purpose-driven narratives are gaining momentum. How does Gnothi Seauton help brands authentically build trust and connect with audiences on deeper values? We ask brands to stop decorating purpose and start demonstrating it. The first question we ask is simple. What do you believe in, and what proof do you have? From there, we help shape voice, design campaigns, and align leadership communication to create advocacy that is real and resilient.To us, purpose is not a message. It is a posture. And that posture must hold even under pressure.What are some of the biggest challenges facing the PR and communications industry in India today, and how are you helping clients navigate them? Narrative fatigue is real. Everyone is speaking, but few are being heard. There is too much performance and not enough precision.Our clients do not need more content. They need clarity. We help them focus on what only they can say, distil complexity, and hold their voice steady through noise, scrutiny, and change. During one particularly intense crisis, multiple narratives were swirling online. We focused on one message, grounded in employee action. It was posted first by the frontline teams themselves. That single act did more to restore the brand’s credibility than any formal statement could.What is next for Gnothi Seauton? Any new focus areas, innovations, or strategic expansions on the horizon? We are investing in three things. Intelligence, in the form of proprietary tools for stakeholder mapping, influence tracking, and narrative benchmarking. Infrastructure to build storytelling systems that scale across teams and formats. And imagination, to help founders, funders, and future-facing sectors develop language that does not yet exist. We are also expanding our presence beyond India, building new collaborations and embedding in frontier conversations.The age of attention is giving way to the age of alignment. Influence is no longer about volume. It is about resonance. Our goal is simple. Help clients move from messaging to meaning, and from brand-as-advertiser to brand-as-actor in the world.

The Public Affairs Forum of India (PAFI) is set to host its 12th Annual Forum, its flagship event, on 18-19 September 2025 in New Delhi. This year, the forum proudly announces the State of Telangana as its official Partner State, underscoring the critical role of states in shaping India’s economic and global engagement story. The partnership with Telangana provides a unique platform to showcase the state’s leadership and proactive role in advancing the Annual Forum’s theme of ‘India and the World’. This year’s Annual Forum comes at a crucial juncture, as India navigates complex global dynamics, slowing consumption, and structural reforms, with its sights firmly set on the goal of becoming a Viksit Bharat by 2047. With a sharp focus on supply chain partnerships, infrastructure transformation, and innovation-driven reforms, the Forum will provide valuable insights for corporates, policymakers, and public affairs professionals. The active participation and insights from the Telangana government will enrich discussions on how states can drive national progress and global engagement. Over the years, the Annual Forum has emerged as the premier platform for high-level dialogue on long-term policy, economic direction, and stakeholder engagement in India. "I am delighted that Telangana and PAFI are partnering for their prestigious annual conclave. Telangana, India’s youngest state, is shaping a bold and inclusive future with Telangana Rising 2047, a vision to grow into a $1 trillion economy by 2035 and $3 trillion by 2047, when India will celebrate the centenary of its Independence. We are keen to transform our state and society into one of India's first fully developed regions by the highest global standards and look forward to PAFI playing a key proactive role in this ambitious, transformative journey," said A. Revanth Reddy, Chief Minister of the State of Telangana.  The 2025 Forum will centre around the theme: ‘India and the World—Collaboration • Connectivity • Competitiveness’. This theme highlights India’s need to align its policies, industries, and institutions to capitalise on global shifts and build stronger trade, innovation, and policy linkages. The event will convene ministers, senior government officials, CEOs, legislators, global experts, thought leaders, academia, media, and civil society—driving meaningful dialogue and action. Chetan Krishnaswamy, President, PAFI, said, “The Annual Forum continues to be a platform where ideas converge, and partnerships begin. This year’s theme speaks to the core of India’s growth strategy—deepening global linkages, strengthening internal competitiveness, and enabling world-class infrastructure. Our partnership with the State of Telangana exemplifies this, showcasing how progressive state policies are vital to India's global ascent.” Ajay Khanna, Co-Founder and Chairman Emeritus – Annual Forum, PAFI, said, “In a world marked by volatility and transformation, the 12th Annual Forum will provide a powerful setting for thought leadership and strategic dialogue on India’s evolving role in the global order. This is the moment to think long-term, act boldly, and collaborate widely. We are particularly excited to collaborate with the Telangana government to highlight the significant contributions of states to India's competitiveness and global connectivity.” The 12th Annual Forum builds on the resounding success of its 11th edition which brought together 70 distinguished speakers across 12 sessions over two days including Union Ministers, Secretaries, CEO’s, Policy experts and thought leaders.

PR Professionals (PRP), India’s leading integrated communications firm and the flagship of the PRP Group, has announced the appointment of Mayank Gaur as Creative Director, further strengthening its leadership team. A seasoned brand strategist, advertising leader, filmmaker, and author, Mayank brings over three decades of diverse experience in advertising, brand communication, and creative strategy across industries.Mayank has worked with leading brands such as JK Cement, JK Wall Putty, GAIL, Denver, Sarovar Hotels, Incredible India, Arunachal Pradesh Tourism, and Bonsoir, among many others. His creative leadership has shaped award-winning campaigns, including the iconic Chhutkau Painter and Phodu aur Jodu TVCs for JK Wall Putty, as well as internationally recognized work for GAIL CSR, JK Super Cement, and JK Primaxx. Notable campaigns include Phodu aur Jodu featuring Virender Sehwag and Game Badal De featuring Jasprit Bumrah, both for JK Super Cement. He has also worked on campaigns for Apple Computers, Sony TV, Maruti, Mayur Suitings, and Baba Zarda, among others.At PR Professionals, he will lead the agency’s creative practice, focusing on impactful storytelling, integrated brand campaigns, and innovative content strategies. His appointment comes at a time when PRP is expanding its creative and integrated communications offerings for marquee clients across infrastructure, education, governance, and consumer sectors.Beyond advertising, he has directed and produced over 100 corporate films, documentaries, and social campaigns for reputed organizations such as Coca-Cola, Maruti, Tupperware, and Grohe. He is also the author of the internationally selling novel Which Life Are You From? which explores the theme of soul relationships across lifetimes. Known for his ability to blend creative vision with strategic business outcomes, Mayank has built a reputation for driving brand growth through powerful narratives and multimedia innovation.Commenting on the appointment, Sarvesh Tiwari, Founder and Managing Director of PR Professionals, shared “As brands increasingly seek differentiated storytelling, creativity remains at the core of impactful communication. Mayank ji’s extensive experience and multidisciplinary approach will strengthen our ability to deliver end-to-end integrated campaigns that resonate deeply with audiences. His appointment marks a milestone in PRP’s journey to build a world-class creative hub.”“I am delighted to join PR Professionals, an agency that is redefining integrated communications in India. The synergy between creativity, digital, and public relations at PRP offers a unique opportunity to push boundaries and craft stories that inspire, influence, and deliver measurable impact. I look forward to collaborating with this dynamic team to build transformative campaigns”, Mr Gaur said.Over the years, PR Professionals has established itself as a trusted partner for some of India’s leading organizations, delivering integrated communication strategies that combine public relations, digital marketing, and creative storytelling. Its creative and digital mandates include Housing and Urban Development Corporation Limited (HUDCO), Rail Land Development Authority (RLDA), Pension Fund Regulatory and Development Authority (PFRDA), IIM Mumbai, The Mumbai Metropolitan Region Development Authority (MMRDA), Bihar Education Projects, and Samagra Shiksha Andhra Pradesh, among several large corporations and public sector entities.

Katch International, the Dubai-headquartered PR, events, and experiential agency with offices in Riyadh and London, has enjoyed a bumper few months, with a host of exciting new client wins across the UAE and Saudi Arabia. Strengthening its already robust portfolio, the agency has recently been appointed to represent an array of leading names spanning hospitality, F&B, automotive, and beauty, signalling another milestone in its regional growth. The news follows the agency’s 15th anniversary, which Katch proudly celebrated on August 31st, marking a decade and a half of creative campaigns and industry-defining work. Founded in 2010, Katch International has established itself as one of the Middle East’s leading PR agencies, with over 15 years of experience in delivering creative, results-driven campaigns. With a client roster spanning luxury, hospitality, live entertainment, F&B, real estate, wellness, and more, Katch’s integrated approach to storytelling has positioned it as the go-to partner for global and regional brands seeking to connect with audiences in a meaningful way. Over the past year, the agency has accelerated its expansion across both the UAE and Saudi Arabia, growing its team and enhancing its presence with a larger Riyadh office and an expanded Dubai HQ. Today, Katch manages more than 60 clients across multiple sectors, supported by dedicated in-house PR, social media, creative, Arabic, and strategy teams, and a strong focus on cultural relevance and market insight. In the UAE, Katch has recently added several high-profile names to its portfolio. In the ever-evolving F&B sector, Katch has welcomed KIGO, a sophisticated new omakase restaurant at Four Seasons DIFC,Adaline, a dinner-show venue blending classic Italian cuisine, live music, and karaoke in the heart of DIFC by Fundamental Hospitality, and71 Steak and Grill, a proudly homegrown UAE brand renowned for its wood-fire grilling and slow-smoking craft, now expanding from Ajman and Sharjah into Dubai. In the realm of live events, Katch will once again take charge of the PR for the renownedDubai Comedy Festival, now handling the communications for this fortnight of funny for the fifth year in a row.  Jetour, a global automotive brand exclusively partnered withElite Group Holding, has also chosen Katch to handle its communications as it enters the UAE market, delivering premium vehicles at exceptional value with a focus on innovation and lifestyle-driven mobility. In beauty,Sterling Perfumes, a globally recognised fragrance powerhouse present in over 132 countries, has joined Katch’s roster, further strengthening the agency’s foothold in the beauty and lifestyle space. Meanwhile, hospitality continues to be a cornerstone of Katch’s business, with the addition of Four Seasons Hotel London at Park Laneand Four Seasons Astir Palace, Athens, expanding the agency’s long-standing partnership with the globally renowned brand. Across Saudi Arabia, Katch continues to deepen its impact with the signing ofRixos Murjana, the Kingdom’s first all-inclusive resort, blending Hijazi charm with modern luxury on the Red Sea coast. This major win builds on the agency’s existing portfolio in the Kingdom, which includesFour Seasons Hotel Riyadh, The Hotel Galleria Jeddah, Curio Collection by Hilton, andAddress Jabal Omar Makkah. In addition to these new signings, Katch also is set to host theFour Seasons Riyadh x Piaget Afternoon Tea, a collaboration highlighting the agency’s strength in luxury brand activations. Dhara Bhatia, Group PR Director of Katch International, commented, “Our recent client wins reflect the trust that leading global and regional brands continue to place in us, and we are incredibly proud to be part of their journeys. Our portfolio has never been more diverse than it is now, and as we expand across both the UAE and Saudi Arabia, we are just as dedicated to delivering bold, creative, and culturally resonant campaigns that truly connect with audiences.” Outside the region, the agency has been appointed to manage PR in both the UK and GCC markets for theVerdala Wellness Hotel in Malta, a five-star boutique retreat within the AX Privilege Collection that redefines luxury and wellbeing through its integration of natural therapies, cultural traditions, and advanced wellness technology. Additionally, Katch has welcomed the Four Seasons China Collection, handling communications for the brand’s distinguished properties across the country, further cementing its role as a trusted partner for Four Seasons on a truly international scale. With an ever-expanding footprint and an increasingly diverse portfolio, Katch International continues to build momentum across the GCC. The agency’s growth in both the UAE and Saudi Arabia marks just the beginning of a new chapter, with more high-profile projects, strategic partnerships, and market-defining campaigns set to be announced in the months ahead.

Heritage Hospitals, a leading super-specialty healthcare provider in India, today announced the appointment of Vigor Media Worldwide as its strategic Public Relations (PR) partner. This partnership aims to enhance Heritage Hospitals' brand visibility, deepen stakeholder engagement, and reinforce its reputation for clinical excellence and patient-centric care.With over three decades of experience in delivering world-class healthcare, Heritage Hospitals has established itself as a trusted name in the industry. The hospital's state-of-the-art infrastructure, advanced medical technologies, and highly skilled clinicians have enabled it to set benchmarks in trust-based and ethical healthcare delivery."We are delighted to partner with Vigor Media Worldwide, a renowned PR agency with a pan-India presence and global network," said Dr. Richa Rai, CEO of Heritage Hospitals. "This partnership will help us strengthen our communication strategy and share our values of transparency, trust, and cutting-edge medical care with a wider audience."Vigor Media Worldwide will work closely with Heritage Hospitals to develop a robust communications framework, providing strategic media outreach, stakeholder engagement, and brand visibility solutions."We are honored to work with Heritage Hospitals, a pioneering brand in Indian healthcare," said Mr. Nikhil Singhal, Founder of Vigor Media Worldwide. "Our focus will be to amplify Heritage's achievements in medical excellence and create deeper connections with its stakeholders through innovative PR initiatives."

Metamorph Communications, a leading PR firm focussed on web3 and emerging tech, has joined the Public Relations Consultants Association of India (PRCAI), the country's biggest and most powerful PR group, as a prime member. The strategic move shows that Metamorph Communications' is committed towards creating a growth-oriented environment for PR professionals in India. Metamorph, launched in 2020, has led the way in creative Web3 PR strategies, enabling global and domestic Web3 companies to build a positive brand image in the complex web3 world. By becoming a PRCAI member, Metamorph Communications wants to use the group's big network and tools to improve its services and keep up with what's new in the industry. "We're excited to join PRCAI, a group that's played a key role in shaping the PR industry in India," said Satyandre Yadav, Founder and CEO of Metamorph Communications. "Becoming a member shows our commitment towards building a more professional, ethical, and inclusive environment. We're keen to collaborate with other esteemed members and solve the challenges faced by the PR industry through a constructive dialogue with the relevant stakeholders.” As a PRCAI member, Metamorph Communications gains access to top practices, training, and chances to network. The company will also help shape policies and add to research that shapes the future of PR. PRCAI's work to boost industry growth and new ideas fits with Metamorph Communications' view of the field. They'll team up to boost PR's role in India's business world.

Authored by Ganapathy Viswanathan, Independent Communication Consultant and Chief Mentor, Roarrr Media and Public Relations. When Covid-19 shut the world down, so did most of our ways of communicating. Events disappeared, offices closed, and the usual ways of networking – whether over lunch, at a seminar, or through the media – suddenly vanished. During that quiet time, people started searching for new ways to connect. And that’s when podcasts, which had already been on the growth path, became a go-to medium. Today, podcasts aren’t just about entertainment or storytelling. They’ve become a powerful tool for public relations –  helping businesses, entrepreneurs, and even individuals share their stories in a way that feels both personal and far-reaching. What Exactly Is a Podcast?A podcast is basically a digital audio show that you can listen to anytime. Unlike traditional radio, you don’t need to tune in at a set hour. Whether you’re on your morning walk, stuck in traffic, or cooking dinner, you can play an episode when it suits you. That flexibility is one reason why people love podcasts. They slide easily into daily life, without demanding a screen or your full attention. For PR, that means your message isn’t fighting for space – it’s welcomed into someone’s routine. The Benefits of PodcastingOne of the biggest strengths of podcasting is authenticity. When you hear someone’s voice – their tone, their stories, even their laughter – it feels human. That builds a sense of trust much faster than a press release or an ad. Another benefit is niche targeting. Podcasts are often created for very specific audiences. There are shows for small business owners, fitness enthusiasts, parents, tech lovers – you name it. If you appear on the right podcast, you’re speaking directly to people who already care about your topic. That’s far more effective than broadcasting to a crowd that may not be interested. And unlike a big video production or national ad campaign, podcasts are relatively budget-friendly. With a good microphone, a quiet room, and the right message, you can reach people all over the world. How Podcasts Differ from Other InterviewsIf you’ve ever been interviewed on TV or radio, you know how short those segments can be. You’ve got a couple of minutes to get your point across before the host moves on. Podcasts, on the other hand, take their time. A conversation can last half an hour or even an hour, which gives guests the chance to explain ideas more deeply, share personal stories, and sound more human. Listeners also approach podcasts differently. They’re not flipping channels or scrolling absentmindedly. They’ve chosen to subscribe, which means they’re more open and engaged. For PR, that’s gold – you’re not just being heard, you’re being listened to. The Challenges Along the WayOf course, podcasting isn’t perfect. Standing out is tough because there are millions of shows out there. A new podcast has to find its unique voice to get noticed. There’s also the issue of consistency. A lot of podcasts start strong, but stop after a few episodes when the creators realize how much time it takes to research, record, and promote. Quality matters too – bad sound or a boring conversation can drive people away quickly. Finally, measuring the exact impact of a podcast can be tricky. You can see download numbers, but connecting that to sales or brand awareness isn’t always straightforward. Why Podcasts Stand Tall Against Other MediaDespite these challenges, podcasts bring something that other media often can’t – depth and intimacy. A social media post might disappear in an hour, but a podcast episode can be discovered months later and still feel fresh. Listeners also form a bond with the voices they hear regularly. It almost feels like friendship – like you “know” the host or guest. That’s a connection brands dream of creating. And then there’s the reach. A podcast recorded in a small city can be heard on the other side of the world within minutes. That kind of accessibility is something traditional PR channels simply can’t match. The Bigger PictureThe rise of podcasting shows that people crave more than just quick headlines or flashy ads. They want conversations, depth, and stories they can connect with. During the pandemic, podcasts filled that gap when we couldn’t meet in person. Now, even as the world has opened back up, the medium continues to grow because it offers something rare in today’s noisy media world – time and authenticity. For brands and professionals looking to build trust, share ideas, and connect with the right audience, podcasts are more than a trend. They’re one of the most human ways to do PR in a digital age. 

Adfactors PR has appointed Shilpa Desai as Senior Vice-President – Digital & Innovation, BFSI and Capital Markets practices. In this strategic role, Shilpa will focus on bolstering the market-leading Banking, Financial Services, & Insurance (BFSI) and Capital Markets practices of the firm. She will also be a catalyst in fostering innovation and digital thinking in the organisation. Working closely with the Founders and the leadership team, she will design and drive initiatives that strengthen digital capabilities, integrate data-driven insights, and build innovation-led systems to enhance both client impact and organisational readiness for the financial services and capital markets practices.Shilpa brings over two decades of experience in marketing and digital transformation across leading financial institutions of India including ICICI Bank, Standard Chartered Bank, IDFC Bank, Fullerton India and HDFC ERGO. She was part of the founding team at IDFC Bank, where she headed digital business and marketing analytics functions. In her most-recent role at HDFC ERGO she served as Head of Marketing. An engineer and an MBA, she is currently pursuing her PhD in Management at IIT Bombay.Adfactors PR Co-Founder and Managing Director Madan Bahal said, “Shilpa’s appointment is a part of the leadership transformation process to enhance Adfactors PR’s relevance in the current business environment. She will focus on creating market-leading value propositions in our core practices of BFSI and capital markets.”Shilpa Desai said, “Adfactors PR is an institution that has continually redefined communications in India. It is a privilege to join the leadership team and contribute to building a culture of digital and innovation that will enable the firm and its clients to stay ahead of the curve. My focus will be on designing programmes and systems that embed future-ready practices into the very fabric of the organisation.”

Avantika G. has taken on a new role as Director - Corporate Communications at Khaitan & Co. Announcing the move, she shared, “Excited to step into my new role as Director - Corporate Communications at Khaitan & Co! Grateful to the firm's leadership and my amazing team for the trust, opportunities and learnings. The journey has had its twists and turns, and I can't wait to see what comes next!”Avantika has been associated with Khaitan & Co since October 2022, where she led PR and Corporate Communications. Before joining the firm, she spent nearly nine years at EY as Associate Director - Marketing & Communications for Forensic & Integrity Services. She began her career at Text100 (now Archetype), where she worked for close to six years and rose to the position of Account Manager.With more than 15 years of experience in communications and marketing, Avantika has built her career across leading global firms before taking up her current leadership role at Khaitan & Co.

Vigor Media Worldwide, a renowned global media agency, has secured the Public Relations mandate of Shweta Solar System Private Limited (Shweta Solar) is a newly established company in the renewable energy space, backed by the strong leadership of Vinod Ji, who brings over two decades of expertise in the solar industry and manufacturing. The mandate is to position Shweta Solar as a trusted and forward-looking brand, leveraging its technical know-how, skilled team, and commitment to innovation in solar power solutions.Vigor Media Worldwide will lead the media and communication strategies of Shweta Solar through robust PR activities comprising media outreach, storytelling, leadership profiling, and digital engagement. The partnership forms part of Shweta Solar's overall vision to strengthen its position in the sector while aligning with India's rapidly changing green energy agenda.With a cutting-edge manufacturing facility and a strong team of skilled technicians and professionals, Shweta Solar offers top-performing solar solutions for residential, commercial, and industrial segments. Shweta Solar has already made a name in the industry with its quality components, timely service and its continuous efforts to facilitate India's transition towards clean energy through quality-oriented products and scalable project implementation.Shweta Solar remains dedicated to its mission of offering solar energy as an accessible, efficient and dependable source of renewable power. As part of its USPs, the company supports every stage of solar equipment deployment—ranging from consultancy and permits to installation and system interconnection. It also provides a hassle-free experience for the customers by offering transparent pricing and long-term warranties to them. Above all, its reliable performance and seamless integration have made it the first choice of the customers from all across the country.While sharing his views on the association, Sanjay Garg Director, Shweta Solar System Private Limited said, "As we expand and grow our solar reach, it is essential that the communication of the brand reinforces the integrity, the innovation, and the customer-first way that we are well known for. Now with Vigor Media Worldwide as our partner, we are excited to reach more people and build further on our credentials as a reliable player in renewable energy."Nikhil Singhal, Founder, Vigor Media Worldwide said, "We take pride in our association with Shweta Solar, a solar solutions leader with an accomplished history of project execution. We are dedicated to fuelling their future growth by developing meaningful communications that engage the media, industry players and consumers alike."This mandate comes at a time when there is growing global adoption of renewable energy solutions. With an alliance with Vigor Media Worldwide, Shweta Solar seeks to build more stakeholder confidence, reinforce its position in the country's sustainability agenda and expand its contribution in the solar power industry.

Shakti Upadhyay, who served as the Senior General Manager and Head of Marketing & PR at Kia India, has stepped down from his role after more than seven years with the company. He held this position for over two years.During his tenure, Upadhyay played a significant role in the launch of several key models, including the Seltos, Sonet, Carnival, Carens, and EV6. More recently, he was involved in introducing the Syros and Carens Clavis.Announcing his departure on LinkedIn, Upadhyay wrote:Kia was never just work. It was family, it was faith, it was a dream carried together.As I turn the page, I carry gratitude for the bonds, the belief, and the spirit of Movement that Inspires that will always live within me.Because what we carry within lasts longer than what we leave behind.Over his career, Upadhyay has led several defining brand journeys in India’s automotive and consumer sectors. Before joining Kia, he held roles at Samsung Electronics and Hyundai Motor India Ltd.

Fun Flips, one of North India’s most iconic and nostalgia-driven snacking brands from JK Foods, part of the JK Group, has joined hands with Media Care to strengthen its digital presence.Media Care, an integrated marketing agency specializing in digital strategy, performance marketing, influencer collaborations, and corporate communications, will drive the brand’s digital transformation through a comprehensive mandate covering social media marketing, seasonal campaigns, influencer-led activations, and performance-driven initiatives with a sharp focus on reviving the emotional connect Fun Flips has built over decades while positioning it as a contemporary snacking choice for today’s consumers.Fun Flips: A Legacy of Taste and TrustLaunched decades ago, Fun Flips carved a unique place in the hearts of snack lovers across North India, and today, its reach is expanding across other geographies as well powered by growing consumer demand and the rapid accessibility offered through quick commerce platforms. Known for its bold flavors, crunchy texture, and vibrant packs, the brand became a household name—synonymous with affordability, nostalgia, and joyful snacking moments. Over the years, Fun Flips has continued to uphold its legacy of quality and trust, earning an enduring fan base that spans generations. Today, it is celebrated not just as a snack but as an emblem of shared memories across families, friends, and communities.With Fun Flips being one of JK Foods’ flagship brands, the company continues to innovate, building on this legacy while adapting to the evolving palate of India’s new-age consumers.Speaking on the occasion, Partha Biswas, Director, JK Foods, shared: “Fun Flips has always enjoyed a strong consumer connect. With Media Care onboard, we are confident of reigniting that bond through integrated digital campaigns that reflect both heritage and innovation. The strategy will also strengthen our presence across quick commerce platforms, making the product more accessible to today’s fast-paced consumers.”Echoing this vision, Vivek Kataria, Business Head, JK Foods, stated:“This collaboration marks a new chapter for Fun Flips. We want to position the brand not just as a reminder of childhood memories but also as a contemporary snacking choice. Media Care’s expertise in digital storytelling and performance marketing will play a pivotal role in driving this ambition.”With this partnership, Media Care will focus on reviving the Fun Flips brand story—rooted in nostalgia yet reimagined for modern snacking habits. The agency aims to amplify brand visibility, strengthen digital presence, and drive growth across quick commerce and retail channels.Speaking about the win, Yasin Hamidani, Co-Founder & Director, Media Care, said:“Fun Flips is not just a brand, it’s an emotion. Generations have grown up enjoying it, and our goal is to make it as relevant for today’s digital-first consumers as it has been for their parents. From innovative storytelling to data-driven campaigns, we are excited to bring Fun Flips back into the hearts and carts of millions.”Adding to this, Heemanshu Hemrajani, Co-Founder & CEO, Media Care, said: “Fun Flips holds an iconic status in North India’s snacking culture. By blending creativity with performance, we aim to capture both the emotional connect of loyal consumers and the aspirations of new age snackers. This dual approach will ensure strong engagement and measurable growth.”The integrated mandate will kick off with seasonal campaigns, influencer-led activations, and consumer-first initiatives designed to bridge nostalgia with modern consumption, reinforcing Fun Flips’ position as a heritage brand evolving with the times.Being one of the leading integrated marketing agencies, Media Care has been successful in building an illustrious reputation for providing integrated marketing solutions to clients from diverse industries. They have catered to clients like SafexPay, Informa Markets, Cadiveu India, Ikonic Professional, JRL, Ideas Exchange, Alniche Life Science, Aimil Pharma, Beauty Essentials, Andis & Jaguar, Whatsapp India, PhonePe, Haier, Pelorus, Finacus and Cplss, among others.

PVNA Group, one of India’s leading auto component manufacturers, has appointed Piyush Lilaramani as Head of Communications. In this role, he will lead the Group’s brand, corporate communications, public relations, digital engagement, and internal communications across all PVNA companies, including Padmini VNA Mechatronics, Padmini E-Drive, and PV Clean Mobility Technologies.With more than 14 years of experience, Piyush has worked with some of the world’s most respected automotive brands including Suzuki, Toyota, Ferrari, Maserati, Bajaj Auto, Volvo Cars, and JCB across both brand and agency roles. His expertise spans strategic communications, reputation management, and building global brand narratives.Viveka Bhandari, COO, PVNA Group, said: “We are pleased to welcome Piyush to the PVNA team. His strong record of building impactful brand strategies and leading communications for world-class companies will be an asset as we pursue our mission to shape the future of mobility with innovation and sustainability.”Piyush Lilaramani, on his appointment, said, “It is an honor to be part of PVNA Group’s vision to redefine mobility with innovation and sustainability. I look forward to strengthening the brand’s voice and building meaningful engagement with stakeholders in India and across the globe.”

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In conversation with Adgully, Rashmi Shetty, Founder of Cohort Communicationz, shares insights from her remarkable two-decade-long journey with leading organisations like Edelman, Weber Shandwick, and Bharti Airtel. Drawing from her vast experience, Shetty talks about the birth of Cohort Communicationz, the importance of purposeful storytelling, and the evolving dynamics of the PR industry. With a strong belief in credibility, empathy, and integrated communication, she highlights how her consultancy is shaping authentic, values-driven narratives that foster genuine connections in today’s hyper-dynamic media landscape. You’ve had a remarkable journey spanning over two decades with industry leaders like Edelman, Weber Shandwick, and Bharti Airtel. What were some of the pivotal lessons that led to the birth of Cohort Communicationz? So much has changed over the past two decades and rapidly at that! Where PR was all about creating awareness, it is now more about credibility. The world is very noisy and PR helps brands find their voice in this noise. The PR industry has always been dynamic, but now it is hyper dynamic, where for sure you need speed, but you also need to know what you want to speak and when. Brands are no longer just selling products and services; they need to connect with their audiences on a deeper, values-based level. Cohort Communicationz was born from all this – to build a PR consultancy that offers seamlessly integrated, purpose-led communication strategies, fostering genuine connections within specific “cohorts” or communities. It was about moving beyond transactional PR to building sustainable relationships and meaningful narratives. Cohort Communicationz positions itself as a purpose-led communication consultancy. What does purposeful storytelling mean to you in today’s hyper-connected yet fragmented media environment? Well put! It’s all so hyper-connected and often overwhelming that purposeful storytelling is the North Star for any brand seeking to cut through the noise. For us at Cohort Communicationz, it means crafting narratives that are deeply rooted in a brand’s authentic values, mission, and impact. It’s about understanding why a brand exists beyond its commercial objectives. This “why” then informs every piece of communication, ensuring consistency, credibility and resonance. In a fragmented landscape, where audiences are discerning and quick to spot inauthenticity, purposeful storytelling becomes the foundation of trust. It allows brands to build genuine communities around shared beliefs, creating advocates rather than just consumers. It's about inspiring action, not just awareness, by connecting with the element of what a brand stands for. How does your leadership philosophy—shaped by both professional and personal experiences—inform the culture and direction of your agency? In all my past experience I have had mentors and ‘bosses’ who have truly shaped my leadership philosophy, which is deeply rooted in empowerment, empathy and continuous learning, all shaped by both my professional journey and personal values. Professionally, I have seen the power of strong teams and the importance of fostering an environment where creativity and strategic thinking can flourish. Personally, I believe in leading with integrity and compassion. At Cohort Communicationz, this translates into a culture that encourages open dialogue, celebrates diverse perspectives and prioritizes mentorship. We believe in empowering our team members to take ownership, innovate and grow. This philosophy directly informs our agency’s direction: we are client-centric, driven by results, but equally committed to ethical practices and building long-term, trust-based relationships, both internally and externally. From large global networks to now running an independent consultancy, how has your view of client-agency relationships evolved? Few things in a client-agency relationship, no matter what the format, will always be the same. Trust, integrity, honesty, hard work and being solutions oriented achieving the set goals, remain the cornerstone. In larger setups, while there’s immense expertise, there can sometimes be a tendency towards standardized approaches. What I have come to value immensely in an independent model is the ability to offer truly bespoke and deeply invested partnerships. The relationship becomes far more collaborative and integrated. We are not just a service provider; we become an extension of the client’s team, deeply understanding their challenges and opportunities. This allows for greater flexibility, faster decision-making and ultimately, more impactful and tailored solutions, building a level of trust that fosters long-term growth for both parties. You’ve seen the PR landscape evolve dramatically over the past 20+ years. What are the biggest shifts you’ve witnessed—and how are you helping brands adapt? The last two decades things have changed rapidly and post Covid, even more. The biggest shift has been the democratization of information and the rise of digital platforms. It moved from a purely media-centric approach to a multi-channel ecosystem where every individual can be a publisher. This has led to an explosion of content, a demand for instant gratification and an unprecedented focus on authenticity and transparency. At Cohort Communicationz, we help brands adapt by embracing this new reality. We guide them in understanding that reputation is now built in real-time, across earned, owned, shared and paid channels. We focus on: Authentic Storytelling: Ensuring your voice as a brand is truly yours. Ensure that it is the same across channels. Agility and Responsiveness: Developing PR strategies that allow for quick adaptation to emerging trends and potential crises. Thought Leadership and Purpose: Helping brands articulate their unique value and contribute meaningfully to societal conversations, moving beyond mere product promotion. What role does empathy play in modern communication strategies, especially in an era where authenticity is more valuable than ever? Empathy is no longer just a soft skill; it’s a strategic imperative in modern communication. It is the bridge between a brand and its audience. It means truly understanding the audience’s needs, concerns, aspirations and even their anxieties. It’s about stepping into their shoes and crafting messages that resonate on an emotional and intellectual level, rather than just broadcasting information. At Cohort Communicationz, we embed empathy into every stage of our strategy development. In our team brainstorming meetings we often ask: “How will this message be received? What are their pain points? How can we offer value and understanding?” This empathetic approach not only builds stronger connections and trust, but also mitigates potential missteps, ensuring that our communications are not just heard, but genuinely felt and appreciated. Integrated communication is no longer a buzzword but a necessity. How is Cohort Communicationz delivering seamless narratives across earned, owned, and paid media? You are absolutely right; integrated communication truly is a necessity now. At Cohort Communicationz, we approach it not as an add-on, but as the fundamental part of every PR campaign. We understand that audiences don’t differentiate between a news article, a social media post or a sponsored article – they perceive it all as part of the brand’s larger story. Our process begins with a unified strategic plan that defines the core message and objectives. Then, we meticulously plan how that narrative will manifest across: Earned Media: Crafting compelling stories for traditional and digital media that generate credible third-party validation. Owned Media: Assist in developing engaging content for websites, blogs, and social channels that showcases the brand's expertise and personality. Paid Media: Strategically utilising sponsored content to amplify reach and target specific audiences, always ensuring brand consistency. Shared Media: Actively engaging with communities and influencers to foster organic conversations. The key is a fluid workflow, collaborative teams and consistent measurement to ensure that each channel reinforces and amplifies the others, creating a seamless and powerful brand experience. What are some challenges you see younger PR professionals facing today, and what advice would you give them as a mentor and leader? Younger PR professionals today face a unique set of challenges, primarily stemming from the rapid pace of change and the sheer breadth of skills required. They often grapple with: Information Overload: Keeping up with constant industry shifts and new platforms. Pressure for Instant Impact: The expectation for viral content and immediate results. Authenticity Vs Performance: Navigating the balance between genuine engagement and metrics. Skill Diversification: The need to be proficient in everything from media relations to influencer marketing and content strategy. My advice to them would be: Be a Lifelong Learner: The industry is dynamic. Embrace continuous learning, whether it is understanding the rapid media movements, to understanding new AI tools or honing your craft. Read widely, attend webinars and stay curious. Cultivate Relationships (Online & Offline): PR is fundamentally about relationships. Build genuine connections with journalists, influencers, clients and peers. Your network is your net worth. Embrace Critical Thinking & Strategic Depth: Don’t just execute; understand the ‘why’ behind every tactic. Develop a mindset that allows you to provide real value and counsel, not just output. Authenticity and critical thinking will always set you apart. And just know hard work and resilience will never go out of style, especially in this industry. How do you see the future of brand advocacy and reputation management evolving in the next five years? I feel that brand advocacy and reputation management will be characterized by hyper-personalisation, increasing reliance on all available tools for quicker communication and an intensified focus on ethical conduct and transparency. Brands will move beyond generic campaigns to truly cultivate highly specific cohorts. Employee advocacy will also become even more critical, leveraging authentic voices from within. New technology and tools will enable brands to be far more proactive in shaping their narrative and responding to feedback. Reputation will be seen as a core business asset, directly impacting market valuation, talent acquisition and consumer loyalty. Proactive and agile reputation management will be a competitive differentiator. Finally, what’s next for Cohort Communicationz? Are there any new directions, industries, or innovations you’re particularly excited about? We are incredibly excited about the journey ahead for Cohort Communicationz! Our immediate focus remains on solidifying our position as an emerging purpose-led communication consultancy, expanding our client roster across industries that truly understand the value of authentic engagement. We see a growing need for CXOs, founders and subject matter experts to build their brands authentically. This is a space where our purpose-led approach can create significant impact. We are also exploring partnerships and strategies that allow us to delve deeper into specific, niche communities, ensuring hyper-targeted and culturally relevant communication that truly resonates. Ultimately, we are committed to constant evolution, ensuring Cohort Communicationz remains agile, innovative and always focused on delivering meaningful connections and tangible impact for our clients. 

The public relations (PR) world is evolving at a previously unseen rate. Technology is disrupting every sector, and PR is no exception. One of the greatest changes defining the future of media operations today is the growing influence of artificial intelligence (AI).AI-powered technology is now assisting PR professionals in ways that were unthinkable a decade back. From forecasting media monitoring that picks up on future trends to computer-generated press release drafting and targeted distribution, AI is turning PR more data-centric and streamlined. These technologies are assisting agencies in monitoring audience sentiment in real time, campaign effectiveness measurements, and even suggesting the ideal time and channel to reach out.For example, AI-based analytics can quickly scan thousands of news stories, blogs, and social media updates to identify what's hot, competitors' moves, and what customers like. This enables communications teams to pre-plan strategies instead of just responding after the news cycle has passed. Also, natural language processing (NLP) technologies can write the initial draft of a press release or media pitch, freeing up professionals to have more time to hone messaging and concentrate on creative storytelling.However, while AI is undoubtedly a game-changer, it is important to remember that PR is not just about speed or efficiency—it is about people. Human relationships with journalists, editors, influencers, and clients form the backbone of the profession. Trust, credibility, and empathy are qualities no machine can replicate."AI will certainly influence how we operate, but it can never take the place of the power of human connections," says Mridul Arora, Associate Director, Media Operations, CN Network Media Services. "The future is in finding balance—utilizing AI for efficiency and building the human touch that really makes PR work."In the future, the next two years will probably see even more AI integration into the world of PR and communications. Hyper-personalized content sharing may enable brands to send the message to the message in the right place at the right time, driving impact and engagement. Crisis communication can also change, with AI tools forecasting possible risks by studying social conversation and news trends ahead of an issue arising.But for all these advancements, AI will forever be an enabler, never a replacement. The craft of persuasion, the skill of being able to tell stories that speak emotionally, and the art of building media relationships cannot be outsourced. These are human strengths that will continue to be impossible to replace.The future of PR, then, is in a hybrid model—accepting technology to make productivity and insight better, and doubling up on human relationships that give meaning and trust to communication.

Seasoned marketing and business leader Abhishek Gupta has taken on a new role as Managing Director & Chief Customer Officer at The Wealth Company and Pantomath Capital Advisors Private Limited.With an illustrious career spanning over 17 years across financial services, retail, and telecom, Gupta brings a wealth of experience in building brands, driving growth, and creating customer-centric strategies.Prior to this appointment, Gupta served as Director & Chief Marketing Officer at Edelweiss Life Insurance for over seven years, where he played a pivotal role in co-creating a life insurance company with a differentiated customer proposition. Before that, he held key leadership positions including Senior Vice President & Head of Marketing at Edelweiss Group, Chief Marketing Officer at The MobileStore, and General Manager – Marketing at Bharti Retail.

Raunak Narayanan has taken on a new role at Dell Technologies as Head of Corporate Communications, Public Affairs, and PR for the Infrastructure Solutions Group (ISG) in India. Sharing the update on LinkedIn, he expressed his gratitude to mentors and colleagues who have been part of his journey, while also conveying excitement for the next chapter at Dell.Narayanan has been with Dell for close to four years, most recently serving as Senior Advisor, Corporate Communications, where he led integrated communications for Dell India’s enterprise, consumer, small business, and gaming divisions. With over 15 years of experience in corporate communications, public affairs, and brand storytelling, he has also held leadership roles at Current Global, Weber Shandwick, CA Technologies, and WE Communications, working with marquee clients such as Tata Motors, Castrol India, Medtronic, and Lexus.He began his career with Genesis BCW, Text100 (now Archetype), and Red Digital, managing communication strategies across technology, automotive, and consumer sectors. Over the years, he has built expertise in media relations, crisis management, executive visibility, and reputation management. In his new mandate, Narayanan will drive communications for Dell ISG in India, further strengthening the company’s innovation and leadership positioning in one of its fastest-growing markets.

Raunak Narayanan has taken on a new role at Dell Technologies as Head of Corporate Communications, Public Affairs, and PR for the Infrastructure Solutions Group (ISG) in India. Sharing the update on LinkedIn, he expressed his gratitude to mentors and colleagues who have been part of his journey, while also conveying excitement for the next chapter at Dell.Narayanan has been with Dell for close to four years, most recently serving as Senior Advisor, Corporate Communications, where he led integrated communications for Dell India’s enterprise, consumer, small business, and gaming divisions. With over 15 years of experience in corporate communications, public affairs, and brand storytelling, he has also held leadership roles at Current Global, Weber Shandwick, CA Technologies, and WE Communications, working with marquee clients such as Tata Motors, Castrol India, Medtronic, and Lexus.He began his career with Genesis BCW, Text100 (now Archetype), and Red Digital, managing communication strategies across technology, automotive, and consumer sectors. Over the years, he has built expertise in media relations, crisis management, executive visibility, and reputation management. In his new mandate, Narayanan will drive communications for Dell ISG in India, further strengthening the company’s innovation and leadership positioning in one of its fastest-growing markets.

 Hisense India – a subsidiary of the Hisense Group, a global leader in consumer electronics and home appliances with a presence in over 160 countries has appointed Adfactors PR, India’s largest public relations firm, as its strategic communications partner. The collaboration aims to help Hisense Group improve its market visibility and elevate the brand credibility in India, which is one of the fastest-growing consumer electronics markets in the world.The PR responsibilities will focus on driving impactful and innovative media communications and amplifying influencer engagement across India. It will also strengthen Hisense India’s thought leadership on global consumer electronics trends and smart technology integration, while highlighting the brand’s product innovations and category expansion initiatives.Capitalising on Adfactors PR’s extensive national presence, the communication will aim to position Hisense as a household name across India. This is especially crucial as Hisense India looks to accelerate its offline expansion through partnerships with major retail chains nationwide, while gearing up for a series of new product introductions and category launches. These endeavours will be supported by integrated PR campaigns to drive awareness, build consumer trust, and strengthen market presence.Hisense India CEO Pankaj Rana said, “The consumer electronics market in India is highly competitive, with demand growing steadily due to rising disposable incomes, increased internet penetration, a tech-savvy youth population, and an expanding middle-class. In this dynamic landscape, effective brand storytelling is essential. Partnering with Adfactors PR gives us the right partner to shape and share our story. With strategic media communication, we are on the right track to building proximity with consumers across India, aligning our brand promise with their evolving aspirations.”Adfactors PR Director Samir Kapur said, “Hisense India and Adfactors PR share a common vision of seeking to understand customer needs and working towards addressing these. We are delighted to partner with Hisense, a globally-recognised leader in the smart television category, and look forward to supporting its journey towards becoming one of the most trusted and admired brands in the Indian consumer electronics space through impactful and modern business communication.” 

The Middle East Public Relations Association (MEPRA) will host its annual KSA Leadership Majlis on October 8, 2025, in Riyadh. The event, themed “Powering Progress: Communications at the Crossroads of Innovation, Influence and Impact”, will bring together top public relations and communications professionals from across the region and globally to discuss the future of the industry. The Majlis will feature keynote speeches and panel discussions examining how communications is evolving amid technological advancements, growing influence, and societal impact. Sessions will highlight how the sector is shifting from being a connector to becoming a strategic enabler of innovation and progress. Confirmed speakers include Rabih El Amine, Founder of Alef International and the Lebanese Executives Council, along with Monther Tayeb, Managing Director of Influential Communications; Loma Jaber, Managing Director of Hewar Group; Heba Fatani, Director General of RAK Government Media Office; and Hattan Alghalayani, Chief Communication Officer at Misk Foundation. Topics will include the role of emerging technologies such as AI and 5G, as well as the social, ethical, and environmental responsibilities that come with them. A special session will focus on youth empowerment in communications, reflecting Saudi Arabia’s Vision 2030 ambition to foster a vibrant environment for local and international investment and leadership in innovation. The Majlis will also see the presentation of CARMA’s 2025 Kingdom Reputation Report, titled “How Saudi Arabia's Global Reputation is Evolving in the Age of Vision 2030.” The event is supported by Alef International as Platinum Partner, CARMA as Gold Insights Partner, Hewar Group as Gold Partner, and Jummar PR and A2Z Media Group as Supporting Partners. It will conclude with the MEPRA Fellowship Awards, which honor individuals who have made outstanding contributions to the PR and communications industry in the Middle East.

80 dB Communications, an integrated reputation management advisory, will manage the communications mandate for Flam, an AI-powered mixed reality publishing platform transforming how brands create and deliver immersive, app-free 3D experiences.As a strategic communications partner, 80dB will spearhead Flam’s communication strategy focused on amplifying visibility, strengthening corporate reputation, and elevating awareness of its category-defining work in immersive advertising. This partnership is aligned with Flam’s vision of revolutionizing brand storytelling through intuitive and engaging mixed reality campaigns."We are thrilled to partner with 80dB Communications as we expand Flam’s footprint and bring immersive storytelling to more global brands. With their expertise in strategic communications and deep understanding of fast-growing startups, we are confident in building a powerful narrative around Flam’s innovation, impact, and vision for the future of mixed reality," said Karthik K Raman, Chief Marketing Officer, Flam"As more brands look for meaningful ways to engage audiences, mixed reality is emerging as a powerful tool. With 80dB Communications on board, we’re confident of amplifying Flam’s journey and showcasing how immersive campaigns can transform brand storytelling," said Nidhi Kohli Nandode, Head of Marketing, Flam“Flam is reimagining the way brands connect with audiences, making interactive mixed reality experiences accessible and impactful at scale. We are excited to partner with them in shaping conversations that highlight their pioneering work and drive wider adoption of this new medium. With our expertise in storytelling for startups and tech, we look forward to elevating Flam’s visibility across key markets,” said Kiran Ray Chaudhury, Co-founder and Joint Managing Director of 80 dB Communications.

Weber Advisory, the corporate advisory arm of Weber Shandwick, has expanded its Global Senior Advisors Council with the appointments of Ryan Heath, Jim Prosser and Farrell Kramer. The move underscores the firm’s push to deepen its expertise in areas increasingly shaping corporate strategy — from AI and financial communications to technology and media. Ryan Heath joins after covering AI and politics at Axios. Before that, he spent more than a decade at Politico, where he authored the Global, Davos and Brussels Playbooks and moderated the first-ever EU presidential debate.Jim Prosser brings experience from senior communications roles at Twitter, SoFi and Google, where he guided teams through IPOs, regulatory challenges and litigation. He also led communications at venture capital firm Paradigm, giving him a front-row view of the evolving tech and finance landscape.Farrell Kramer previously served as head of global communications at the New York Stock Exchange, following his role as EVP of Weber Shandwick’s North America financial services practice. A former Associated Press investigative journalist, he covered M&A and the media industry before moving into corporate communications.“These appointments build on Weber Advisory's success advising clients through political shifts and media fragmentation that have created an environment where external posture materially impacts business results,” said Jim O’Leary, Weber Shandwick North America CEO and Global President. The appointments follow a string of recent senior advisor additions, including former Trump advisor Jim McCray, former Weber Shandwick chair Jack Leslie, and financial communications strategist Shannon Susko — signaling Weber Advisory’s ambition to be a go-to partner for boards and C-suites navigating complex external dynamics.

VRAcademi, a Dubai-based immersive education and innovation hub, has appointed Blitz PR as its official public relations partner for the Middle East. Under this partnership, Blitz PR will lead all regional communications efforts, helping to elevate VRAcademi’s brand visibility, build media relations, and amplify the company’s mission of making future-ready digital skills accessible to youth, professionals, and educational institutions across the region.VRAcademi’s programs are already being used by students across the UAE, and the hub has partnered with leading schools, universities, learning centers, and government initiatives such as UAE AI to integrate advanced tech skills into curricula. With growing demand for creative and immersive tech education in the GCC, the company is now doubling down on its regional presence.Blitz PR, as the agency handling VRAcademi’s Middle East communications, will help amplify the hub’s vision and ensure its impact is seen and celebrated across the region.The partnership comes at a time of growing interest in the metaverse, digital creativity, and future skills education across the UAE, KSA, and beyond, highlighting the region’s increasing appetite for transformative, future-focused learning.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In conversation with Adgully, Samir Shah, Founder & Chairman, Strategic Growth Advisors (SGA), speaks about his entrepreneurial journey from corporate finance to building India’s leading Investor Relations consulting firm. Shah shares insights on the evolution of IR and PR in India, the growing importance of narrative building in financial communication, and how SGA’s integrated approach is adding value to corporates across sectors. He also reflects on the changing dynamics of retail investors from Tier 2 and 3 cities, his advice for young professionals, and his long-term vision of positioning SGA as a one-stop consultancy powerhouse. From corporate finance to leading India’s largest IR consulting firm, what inspired your journey to establish SGA? What was the gap you identified in the Indian market back then? It all started in 2010, I was45 years old with a work experience of over 22 years. I decided to take the entrepreneurial plunge. Having closely worked with promoters in my previous stints I had an advantage of closely watching how promoters build and ran businesses. It also developed both my character and skills. At that stage of my career, when I finally took the ‘bold call’ to pursue entrepreneurship, failure was not an option; I knew that I HAD TO SUCCEED! Back then, the Indian economy was around $1.50 trillion with many corporates eyeing a listing on foreign stock exchanges like Nasdaq, LSE, NYSE, AIM, etc. At that time, investor relations was still evolving in India and I saw the need for trust-based, insight-led communication that could help companies bridge the gap with stakeholders. I believed that India’s growing economy and its opportunities would reflect in the capital markets, and that investor relations consulting would become a crucial function in years to come. Drawing from my experience of managing the IR department of Suzlon and being part of its growth journey, from an initial PE fund raise of $50 million to a listing at $3.5 billion, I was confident that small and mid-cap companies in India could benefit from IR advisory support. I had a strong view that over the next 15-20 years, India will do what China did in 1990s and 2000s and we will be an economic force to reckon with over the next two decades. This was impossible without the growth of equity markets. This firm belief was the starting point for SGA. SGA has advised corporates with a cumulative market value of over $100 billion. What do you believe has been the core differentiator behind this trust and long-standing success? We are in consulting business, where only two things matter – People and Clients. Our people-first and client-first approach are our key differentiators. We invest in identifying and hiring top-notch talent and then groom them through continuous learning and skill development initiatives. Retaining people is one of the biggest priorities for the senior management. We believe in building a team that shares common value system and drives continuous excellence. We have built a culture that is inherently inclusive, free from biases and merit oriented. We continuously keep investing time, energy and efforts to make SGA a people’s place to grow. We have been “Great Place to Work” certified for the third time in a row. SGA advises corporates of different sizes, in different sectors with their own unique challenges and opportunities. A one-size-fits-all approach will tend to fail and hence customisation is the key. It is very important that as a consultant, we should be well-versed with the finer nuances of the business of the client and also practical aspects of market which will equip us to provide tailored solutions to every client. The ultimate goal of all our services is to add value in the client’s overall growth strategy. We developed excellent relationship with the client which results in a long-term association. 40% of our clients have been with us for over 5 years which demonstrates our contribution as a partner to the client. We added more services at SGA which help the client get intra-related communications services through a single partner. The role of IR and corporate communication has drastically evolved in the last decade. How do you see the role of investor relations shaping up in the next five years? The success of a communications program is now measured from the lens of Value Creation. The role of Investor relations will further evolve in our view. It will be a collaborative approach with more stakeholders, including business heads, corporate communication and compliance teams. Investor relations will play a central role for everything that corporate engages for with capital markets whether its capital raise, product launch, compliance reports (like BRSR and integrated reports), M&A and corporate communication. The investor relations role will help Corporates to sharpen and refine their business strategy via continuous engagement with capital markets to unlock value for them. Being market leaders in IR what led you to do integrate and venture into PR and Brand & Design? Our decision to integrate PR and Brand & Design practices was a well-thought-out strategy to offer more value to our clients across their business life cycle. Today, we are the only consultancy in the country that offers such integrated services wherein client communications are taken care of from its early age to maturity and eventually to IPO, post listing through our basket of PR, IR and Brand & Design offerings. As the Indian market develops and economy grows and more companies opt for IPO, we believe our unique expertise will augur well both for us as well as our clients. Moreover, by unifying IR with PR and branding under one roof, we provide clients with cohesive strategies, sharper storytelling and a single unified voice that resonates with diverse audiences viz., consumers, investors, employees and other stakeholders. Integrated practice helps clients get the best outcomes as SGA has a numbers-led thought process as its DNA for client servicing. How important is narrative building in today’s financial communication? Do you believe Indian corporates are embracing storytelling as much as global peers? Financial communication is as much about performance as it is about perception. And having a strong narrative that conveys the story behind performance helps in creating that perception besides building confidence among capital market participants. And this is what reflects in valuations. Thus, a perfect blend of IR and PR along with consistency, clarity and delivery (in terms of performance) will help market trust the narrative and reward the corporate with assigning fair valuation. Indian corporates have warmed up to storytelling and have come out of their cocoon to share their business fundamentals, strategy, leadership styles, experiences in business, their learnings, struggles and many such topics. This has reflected in the growth of the market capitalisation of over $4 trillion with over 6,000+ listed companies and many more aspiring listing. Could you talk about how you have added value to clients in PR? Please share some examples. Our key differentiator lies in the fact that in our endeavour to create value for our clients, we do not just chase coverages but instead we focus in building a strong brand IP that will gradually drive overall conversation at an industry level. Our craft lies in not just delivering headlines but driving growth focused business consulting, narrative driven storytelling that ultimately creates sustainable business impact. For example, for a B2B client, we have gone beyond traditional PR activities to recommend and execute stakeholder engagement program which were closely linked to business growth objectives. We strategized and executed ‘micro-market strategy’ for one of our long standing B2B Fintech clients. The client appreciated our role in the subsequent substantial business growth from those markets. We believe our integrated approach enables us to look at information from varied perspectives resulting in an incisive output as strategies that can be employed for the client. Measurable outcomes for clients in terms of Value Creation is the objective for our PR practice. Tier 2 and Tier 3 cities are seeing a boom in retail investors. How are PR-IR strategies evolving to cater to this new and growing investor class? The smaller cities and towns in India have for long remained away from mainstream conversations and capital markets. As the divide between the urban, semi-urban and rural areas are getting blurred through technology and digitization, the participation from these markets are rising. We have professionally run IR and PR practises, for a client, wherein our aim is to create shareholder value along with positive brand reputation. This can only be possible when both IR and PR are seamlessly integrated, and strategies are designed with a common objective. Both our PR and IR strategies focus on creating enough awareness about the clients’ business growth and its future potential among these retail shareholder clusters so that they are able to make informed decisions and participate in the growth of the India’s capital markets. What is your advice to young professionals or entrepreneurs looking to make a mark in the new age communication industry? My advice to budding entrepreneurs will be – do not start something for the sake of it; just because that’s the trend. Money will get scarce, and ideas will be quickly replicated; think long term and a unique business model. Always invest your time, energy, and money in something you believe in. Focus on creating a long-term, unique model which is sustainable and differential in nature. Also, success is never a destination but a journey. It is an ever-changing goalpost. One should focus on the journey of capturing milestones which is a true determinant of success. The key to success for young professionals to enhance growth is Knowledge and Maturity. Consulting is a combination of Art and Science. Data is science and can be captured by AI, but the feel of the market is extremely different and so one needs to have the maturity of understanding the ‘Direction of Wind’ as we say in Hindi ‘Hawa ka Rukh’. These youngsters have to learn and mature early to make a mark in their consulting role. We are building the firm with ‘Youngsters’. The average age of our professionals is between 25 and 30 years. We are investing a lot of time and effort training youngsters to make them relevant in the business of consulting entrepreneurs. How has been the growth in the PR business over the last 2-3 years? Any good campaign that you have rolled out and which has created an impact on client’s business? The PR business has grown exceptionally well in the last couple of years. We are a perfect blend of industry veterans, leading the practice with an ever-growing team of enthusiastic and eager-to-learn youngsters. In a short span, we have grown into a team of over 60 people spread across several cities, including Mumbai, Delhi, Bangalore, Ahmedabad, among others. We have a strong portfolio of clients from several sectors such as mutual funds, housing finance, fintech, wealthtech, real estate, pharma, chemicals, green energy, healthtech, education, textile, automobile, industry body, etc., and have been delivering value for all of them. We have just begun and are very excited to grow further in our journey. We have recently ventured into fully integrated IPO services right from SME IPO, Mainboard IPO and SME to Mainboard transition. Owing to our significant expertise in capital markets through our IR practice, we believe that SGA PR is uniquely placed in the industry both in terms of understanding and execution capabilities to deliver exceptional results for companies eyeing capital market listing. Going forward, what is your vision for SGA group overall and also about the two new practises – PR and B&D? SGA aims to be “THE ONE” brand that offers exceptional quality, varied service offerings, and culture. We aim to be a place known for best-in-class client servicing and extra ordinary performance by team members to deliver exceptional value to the clients. The vision is to continuously add newer practices that help to create value for clients and offer a single point consulting for all their business needs, from finance to communication to creative services. The ultimate goal is to establish SGA as a standout brand in the crowded consultancy industry. 

Authored by: Manvika Sagar, Strategic Communications & PR ProfessionalFor decades, media relations occupied the center stage of public relations. A well-placed article in a national daily or a prominent television mention was regarded as the ultimate stamp of credibility. Brands believed that being visible in the traditional press meant they had arrived. Yet, as we step into 2025, the communications landscape has shifted so tremendously that relying exclusively on media relations has become risky, limiting, and often insufficient. Audiences are scattered across too many channels, attention spans are shrinking, and content flows unhindered by traditional gatekeepers. In such a fast-moving environment, the PR professional?ÇÖs playbook must look far beyond earned headlines to create lasting impact.Why Earned Media Alone Falls ShortEarned media still brings prestige and authority, but it cannot carry the weight of a brand?ÇÖs entire reputation strategy in 2025. For one, the speed of news cycles often works against organizations. A carefully crafted story might never see the light of day if a sudden political crisis, celebrity scoop, or breaking news dominates headlines. By the time coverage eventually appears, it may have missed the cultural moment or lost its relevance. This time lag can dilute the impact of months of planning.Moreover, audiences no longer rely solely on traditional news outlets to form their perceptions. They are absorbing information from podcasts, YouTube creators, micro-influencers, newsletters, webinars, and interactive online communities. Relying on only one kind of exposure shuts the brand out from dozens of other conversations already shaping consumer attitudes.The Power of the PESO ModelWhat has emerged as a game-changer in this landscape is the PESO model?Çöan integrated framework that brings together Paid, Earned, Shared, and Owned media. Strategically adopted, this model ensures that a brand is present everywhere its audience is, with the right message tailored to the right platform.Instead of counting on a single article to create buzz, PR teams are now orchestrating campaigns where different channels reinforce and amplify one another. A keynote speech at a high-profile industry event (Owned), amplified by live updates on Twitter or LinkedIn (Shared), supported with paid promotion for wider reach (Paid), and eventually validated by media coverage that captures the broader story (Earned) creates a multiplier effect. This layered approach doesn?ÇÖt just enhance brand visibility but ensures that if one channel falters?Çösay a news piece is delayed or diluted?Çöothers can carry the momentum forward.Influencer collaborations fit seamlessly into this model, allowing brands to tell collaboration-led stories that are more relatable and immediate. Whether it?ÇÖs a founder joining a panel with respected peers, or partnering with creators whose communities trust them implicitly, the PESO framework allows brands to weave themselves into authentic, timely conversations, rather than waiting passively for coverage. Collaboration, Timeliness, and Story OwnershipOne of the key shifts PR leaders have recognized is that timing is everything. Success now hinges on ?Ç£owning the moment.?Ç¥ A strategically placed thought leadership article, a carefully timed podcast release, or a well-positioned influencer partnership during a cultural or industry inflection point can command more attention than a delayed organic mention.This is why collaboration-driven storytelling is gaining momentum. Joint announcements, co-created campaigns, and multi-stakeholder panel discussions are proving to be more resonant than solitary brand proclamations. Consumers value partnership and shared narratives, which feel credible and grounded in a wider ecosystem. Similarly, owning the stage through speakership opportunities?Çöat global conferences, industry webinars, or even branded virtual summits?Çöputs executives and brands in front of high-value audiences in real time, rather than waiting for third-party validation afterwards.AI as the New PR SuperpowerNone of this integrated strategy can succeed without intelligence?Çöand that?ÇÖs where AI enters the picture. Artificial intelligence is no longer a futuristic concept; it is a present-day necessity in PR practice. From analyzing media trends and scanning competitor activity to predicting consumer sentiment shifts and identifying untapped influencer communities, AI empowers PR professionals to act with sharper precision and agility.AI tools allow teams to understand industry landscapes at lightning speed, spot patterns that would otherwise go unnoticed, and fine-tune campaigns for maximum effectiveness. In addition to monitoring, AI also supports creativity by generating campaign ideas, drafting initial content frameworks, and optimizing message delivery for specific channels. The PR professional who does not upgrade their toolkit with data analytics and AI will struggle to keep pace with the demands of 2025. The industry is being led by AI across domains?Çöfinance, healthcare, entertainment?Çöand public relations cannot afford to lag behind. Breaking this barrier is no longer optional; it is the prerequisite for survival.A More Strategic Role for PRThe implication of all these changes is that PR professionals today are far more than media liaisons. They are strategic advisors who orchestrate narratives across multiple ecosystems. Their objective is not simply headlines but holistic brand presence?Çöconsistency across messages, credibility across platforms, and agility across crises. By aligning PESO-driven plans with AI-powered insights, PR teams can craft campaigns that are dynamic, resilient, and impactful.In this future-facing setup, media relations remains vital but is no longer the only hero; it is one player in an orchestra where integration and timing determine the harmony. The brand that masters this orchestration will build visibility and trust at unprecedented speed.Conclusion: From Earned Headlines to Everywhere PresenceSo, is media relations enough in 2025? The evidence suggests otherwise. A headline still matters, but it is no longer the sole measure of success. What moves the needle today is presence: being visible in owned channels, shared spaces, paid placements, and credible earned media simultaneously. When brands tell collaboration-led stories, use influencers authentically, seize timely speaking opportunities, and back it all with AI-driven insight, they claim control over their own destiny rather than leaving their reputation to chance.The game has changed because the audience has changed. PR in 2025 is not about waiting for validation but about actively shaping conversations, meeting people where they are, and ensuring the right message, delivered at the right time, finds its way to the right platform. Those who continue to depend solely on old-school tactics risk irrelevance. Those who embrace integration, technology, and authenticity will define the future.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Leading regional public relations agency, Miracle Public Relation has unveiled a new brand identity with the launch of its new logo and refreshed website.The agency has recently completed five years in the industry and has expanded its portfolio beyond public relations to influencer marketing and to media monitoring.Headquartered in Indore, with principal associates PAN India, Miracle PR handles an impressive portfolio of brands across industries such as CSR, health, retail, hospitality and more.Akbar Ali, Founder, Miracle Public Relation stated, "This transformation marks a defining moment in our journey. Our new identity reflects our evolution into our expanded role, offering a seamless blend of traditional PR, digital outreach and other media solutions."Gaurav Jain, PR Lead, Miracle Public Relation said, "Gone are the days when PR was all about sending the news to the media but the future of PR is dynamic and is changing at a rapid pace. We are positioned to lead this transition with innovation, agility and strategic impact."

Integrated Centre for Consultancy Pvt. Ltd. (ICCPL PR), one of India?ÇÖs leading PR and communications firms, has announced the promotion of Parkhi Pasricha to the position of Vice President. Currently holding the largest mandate of real estate clients in the country, ICCPL Group has worked with over 50+ real estate companies and has helped them build their brand with articulate planning and execution of Public Relations Campaigns.With over 15 years of rich experience in the public relations industry, Parkhi has been an integral part of ICCPL PR?ÇÖs growth journey. Prior to joining ICCPL, she honed her expertise at Mutual PR and IMPRIMIS PR, managing clients across sectors including Technology, Healthcare, Start-ups, and Real Estate.In her new role, Parkhi will continue to play a key part in devising strategic communication plans, leading and mentoring teams, and driving business development. Her leadership has been instrumental in delivering high-impact campaigns and strengthening client relationships, making her promotion a natural progression in ICCPL?ÇÖs leadership roadmap.Speaking on her elevation, Parkhi Pasricha said, ?Ç£I?ÇÖm deeply grateful for the trust and support extended by the leadership at ICCPL PR. Over the years, my journey here has been about creating stories that resonate and building partnerships that endure. I look forward to contributing to ICCPL PR?ÇÖs vision of delivering innovative, impactful communications and achieving new milestones together.?Ç¥Dushyant Sinha, Founder & Managing Director of ICCPL PR, added, ?Ç£Parkhi?ÇÖs promotion to Vice President is a recognition of her consistent performance, leadership, and deep industry expertise. We are confident she will continue to play a pivotal role in our expansion and success, and continue to provide our clients with world-class strategic counsel and execution.?Ç¥

ONE Development, an Emirati-born boutique developer transforming the region?ÇÖs real estate and hospitality landscape, has appointed GCC-based Kensh? Mindful Communications as its PR partner to shape its public narrative and share its vision with regional and global audiences. The collaboration will combine ONE?ÇÖs ambitious growth plans with Kensh??ÇÖs expertise in integrated storytelling, ensuring its message resonates as powerfully as its destinations. Since its launch just a year ago, ONE Development has delivered three landmark developments and two hotels across three cities, with a combined value of AED 4 billion, underpinned by Al Gebely Holding?ÇÖs 43-year legacy and guided by Founder and Chairman Ali Al Gebely. The company?ÇÖs mission extends beyond bricks and mortar, aiming to create destinations rich in identity, purpose, and cultural significance. Kensh? will drive the narrative of these projects?Çöfrom their unveiling to the ideas and ambitions that define them?Çöin an increasingly crowded MENA real estate market. Highlighting the need for ?Ç£soul?Ç¥ over scale, Marise Assaf, Founder and CEO of Kensh?, emphasized the agency?ÇÖs role in ensuring ONE?ÇÖs vision leaves a lasting impression. In 2025, ONE has already launched developments such as the AED 2.3 billion Laguna Residences in Dubai Land, DO New Cairo, and Dubai Islands?Çömusical-themed hotels integrating music, AI, and wellness, created with global icon Amr Diab. With more announcements planned, the brand remains committed to influencing how the region lives, works, and connects.

Bloomingdale PR, a global communications consultancy with deep roots in both India and Singapore, today announced the launch of GROW Global Reputation & Outreach Wing, a specialized practice designed to support brands looking to scale between India and Southeast Asia through strategic storytelling, reputation management, and influencer-led campaigns.With on-ground presence in India, Singapore, Indonesia, Malaysia, and the UAE, and over a decade of experience driving results across diverse markets, Bloomingdale is now formalizing a proven capability: helping international and regional brands scale across Asia seamlessly, with one partner and one consistent narrative.?Ç£Global expansion is no longer about presence alone; it?ÇÖs about perception,?Ç¥ said Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations Pte. Ltd. ?Ç£At Bloomingdale, we serve as the bridge and the backbone for brands navigating multiple markets. GROW ensures controlled messaging, strategic coordination, and storytelling that lands with precision ?Çô whether you?ÇÖre entering India from Southeast Asia or expanding outwards.?Ç¥Introducing GROW: Regional Strategy, Local Precision:GROW is designed for ambitious brands seeking faster, smarter access to regional markets through:India Entry for Southeast Asian Brands: end-to-end PR, localised messaging, Tier 1 & Tier 2 media visibility, and integrated influencer campaigns to drive meaningful traction in India?ÇÖs diverse consumer ecosystem.Southeast Asia Expansion for Indian Companies & Brands: Brand positioning, media outreach, and cultural alignment across Singapore, Indonesia, Malaysia, Vietnam, and the broader SEA landscape.Cross-Market Thought Leadership: Regional profiling for founders and CXOs through speaking engagements, podcast placements, and curated storytelling in business and trade media.For corporate communications professionals based in Mumbai or Singapore and overseeing APAC communications, this structure offers immense value; the point of-contacts for multiple key markets are centrally located, ensuring agility, responsiveness?ÇÖ and cultural insight.Proven Track Record Across BordersBloomingdale PR has consistently supported brands in navigating new markets with high impact. This includes activities such as: Crunchyroll (SEA) ?Çô Delivered retainer and event-based communications that sustained brand momentum and kept the platform top-of-mind for its target audience in India, Singapore, Indonesia & Philippines Darwinbox ?Çô Led multi-market communication campaigns showcasing the company?ÇÖs milestones, while strengthening local market relationships and brand presence in Philippines, Indonesia & Singapore.Bel Group ?Çô Successfully managed multiple product launches, events, and awareness campaigns, helping audiences across SEA align with the brand?ÇÖs value and positively associate its products with growth and development across the SEA. Pulses 25 by Global Pulses Confederation ?Çô Promoted the flagship event in Singapore, securing over 150 pieces of media coverage and amplifying its industry impact both in Singapore and IndiaNTT Data (Leadership profiling for Global APAC CEO, John Lombard) ?Çô Supported thought leadership positioning across APAC, driving awareness of NTT?ÇÖs strategic initiatives and innovations in the region including India, Australia & Singapore.

Ethiopian Airlines, Africa?ÇÖs largest and most awarded carrier, has appointed Ellerton & Co. as its agency of record for Singapore, Australia, and New Zealand.This partnership marks a new chapter in Ethiopian Airlines?ÇÖ mission to connect cultures and continents, not just through flights, but through shared stories, human kindness, and meaningful experiences. Known for its world-class service, modern fleet, and extensive network, Ethiopian Airlines also holds a reputation for going the extra mile for its passengers. From arranging medical care and covering medical expenses for a young child who fell ill mid-journey, to being one of the few international airlines that allow pets to travel in the cabin with their owners, Ethiopian Airlines has quietly built a legacy of compassion in the skies.?Ç£These are the stories that define us,?Ç¥ said Engineer Telila Deressa Gutema, Regional Manager, Ethiopian Airlines. ?Ç£Our planes may carry passengers across continents, but it?ÇÖs our people who carry their hopes and dreams. That spirit of care defines who we are - from helping a family in crisis to welcoming pets in the cabin. As Ethiopia opens up and its economy accelerates, there?ÇÖs a growing world of opportunity for both business and leisure. We?ÇÖre investing in our fleet and our people to meet that demand - and we can?ÇÖt wait to share the spirit of Ethiopian hospitality with more travellers from Singapore, Australia, and New Zealand.?Ç¥Ethiopian Airlines has been awarded ?Ç£Best Airline in Africa?Ç¥ by Skytrax for eight consecutive years and operates one of the youngest fleets in the world, including Boeing 787 Dreamliners and Airbus A350s. The airline is also at the forefront of sustainable aviation, pioneering the use of Sustainable Aviation Fuel and preparing for the deployment of electric air taxis.Ellerton & Co., a Southeast Asia-based PR and marketing agency with teams in Singapore, Indonesia, Philippines, Malaysia, Vietnam and Thailand, will lead efforts to humanise the brand across key markets, tapping into shared values and highlighting Ethiopia not just as a destination, but as a story worth discovering.?Ç£Ethiopia is a country that many in Asia don?ÇÖt know much about, but it?ÇÖs unforgettable once you do,?Ç¥ said Oliver Ellerton, Founder of Ellerton & Co. ?Ç£It?ÇÖs the birthplace of coffee, home to ancient churches carved into rock, and the cradle of humankind. And the food, I?ÇÖve had injera in Yemen, the U.S., London, and Ethiopia itself, it?ÇÖs always been a joy. People across Asia-Pacific will love it. Our job is to tell these stories, to bring out the warmth and soul of both the airline and the country it represents.?Ç¥With Addis Ababa as a strategic gateway to Africa and Singapore as a key hub in Asia, the partnership between Ethiopian Airlines and Ellerton & Co. will help build bridges between the two regions, one story at a time.Ellerton & Co. partners with a diverse portfolio of brands and businesses across Greater Southeast Asia. In addition to its core practices in Finance, Technology, Startups & Venture Capital, and Corporate & Sustainability, the agency also has a dedicated Hospitality & Travel practice driven by Oliver Ellerton. Ethiopian Airlines joins a growing roster of clients in this space, which includes EHL Hospitality Business School, Andermatt Swiss Alps, and Smiling Gecko Cambodia.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In conversation with Adgully, Priyan DC, CEO & Founder of Star Squared PR, shares his insights on how PR is redefining its role in the brand ecosystem, the growing importance of authentic narratives, and what the future holds for the industry. He discusses how storytelling is no longer just a support function but a strategic driver of brand value. From early-stage startups to global giants, Priyan offers a masterclass in building credibility and connection in a fast-changing media landscape.? Finally, what do you think the PR function will look like in the next 3-5 years ?Çö especially as storytelling continues to blur the lines between content, communication, and commerce? Over the next 3-5 years, PR will continue to be a strategic value-add within marketing, holding its top place through the power of earned media. PR teams will work even more closely with leadership to shape narratives that reflect the brand?ÇÖs core identity.Technology will keep changing how PR operates. After a decade dominated by new-age formats like social media, blogs, vlogs, and forums, the coming years could be a playground for AI-driven formats like AR and VR. PR will continue to play a vital role in building brand reputation and contributing to the bottom line through relevant, timely storytelling. As original content grows in value, PR narratives and news media will remain trusted sources of credibility., CEO & Founder of Star Squared PR, shares his insights on how PR is redefining its role in the brand ecosystem, the growing importance of authentic narratives, and what the future holds for the industry. He discusses how storytelling is no longer just a support function but a strategic driver of brand value. From early-stage startups to global giants, Priyan offers a masterclass in building credibility and connection in a fast-changing media landscape.PR has traditionally been seen as a support function, but that?ÇÖs clearly changing. How do you see its role evolving in the broader brand ecosystem today? The media space is constantly shifting, and that is inevitable. New-age platforms like social media, podcasts, and video content are now front and center in how people consume and engage with stories. Amidst this transition, traditional news outlets are striving to stay relevant and claim their space in the new content mix. As formats evolve, so do audience expectations.Now, it is not just about brands having a digital presence anymore. It?ÇÖs about telling stories that carry authenticity and genuinely resonate with the audience. That ?Ç£real?Ç¥ factor has never mattered more, and that?ÇÖs where PR steps up. PR today is about building a consistent, credible digital footprint. At a time when attention is fragmented and credibility is far-fetched, this kind of presence stands out and plays directly into long-term brand strategy. This is why PR is now taking the spotlight from being a support function to becoming a key strategic lever in marketing. It?ÇÖs becoming one of the most effective ways to reach the right audience in a credible manner. From press releases to investor decks ?Çö how are brands ensuring one core narrative runs consistently across such diverse platforms? These days, brands are rarely one-dimensional. They operate across multiple geographies, with diverse business units, product lines, and spokespeople with each targeting different audiences. In this kind of have-it-all setup, having clear, consistent messaging across the board is an absolute necessity. Whether it?ÇÖs product storytelling, thought leadership, or executive visibility, brands need to speak the same language across every touchpoint. A strong messaging framework is the need of the hour. It helps keep the core vision intact while making room for timely pivots. It acts as a shared reference point for teams to curate everything from media interactions and press notes to internal decks and leadership communication.When many voices represent the brand, alignment also becomes important. There needs to be a simple, well-understood system for how messaging is used and how iterations are communicated?Çöso everyone, from internal teams to external stakeholders, stays on the same page.What does it take to craft a brand story that works across earned, owned, internal, and even paid media? Since each media format is unique in how it?ÇÖs consumed and shared, authenticity and consistency top everything else. What works today is storytelling that connects with human emotion and narratives that resonate across all stakeholder groups.Take Apple, for instance ?Çö a global brand that has consistently built memorable campaigns around simple yet powerful ideas. Think back to the 1997 Think Different campaign, where Mahatma Gandhi featured as a symbol of quiet revolution. This move made the core message clear that true greatness comes from those who dare to think differently, a sentiment that helped reshape Apple?ÇÖs identity. Or look at the more recent Relax, it?ÇÖs iPhone campaign. It's a perfect example of a confident, culturally attuned piece of storytelling that brings product reliability to life through everyday scenarios. Both campaigns are rooted in Apple?ÇÖs core belief, yet executed in ways that feel fresh, human, and relatable.It?ÇÖs always these simple, relatable ideas that tend to connect best with the audience. It begins with a deep understanding of what the brand stands for, spotting its core strengths, and tailoring narratives around them. With the right lens and consistent execution across owned, earned, and paid media, they can create real, lasting impact. You?ÇÖve worked with both early-stage startups and global brands. How does the storytelling approach differ across these stages? Right story framing starts with working closely with leadership to understand where the company stands today, what their long?term goals are, and what they expect from communication efforts.For early-stage startups, the narrative usually is all about their eureka moments, what led to their breakthrough, and the founder?ÇÖs vision. For global brands, it?ÇÖs more about their journey, how they?ÇÖre shaping global trends, how their technology is evolving, and establishing authority as thought leaders in their niche.Regardless of size, early-stage, mid-size, or large, the key is to find what truly sets a company apart. Every brand has a voice and a unique positioning that comes from its leadership, business model, product, culture, and vision. The success of any PR campaign depends on how well you can spot those distinct strengths and translate them into stories worth sharing and reading. Content created for PR often ends up informing social media, newsletters, and even ad campaigns. Is this becoming the new normal? Absolutely, and it?ÇÖs no surprise. PR teams spend a great deal of time curating and refining brand messaging, not just for the media, but as a starting point for broader content strategies. The narratives built for PR often become the foundation for 360-degree campaigns, whether it?ÇÖs social media, newsletters, websites, or even ad copy. This content is carefully tailored to meet short-term goals while staying aligned with the brand?ÇÖs long-term vision.Today, with AI-generated content flooding every channel, especially with the wide adoption of tools like ChatGPT, what truly stands out is thoughtful, human-centered storytelling that reflects brands?ÇÖ values, voice, and expertise. PR content brings that credibility. That?ÇÖs why we?ÇÖre seeing it flow across platforms and adding value. How is this shift impacting the way PR teams are structured internally ?Çö in terms of roles, skill sets, and collaboration with other teams? This shift has definitely influenced the way PR teams are structured. At Star Squared PR, we?ÇÖve seen the need for dedicated content professionals grow remarkably. We actively hire people with strong content backgrounds, including former journalists, to shape sharp, brand-aligned narratives and content strategies.While the client servicing team works closely with the media team to engage with journalists, our content team complements these efforts by crafting compelling media pitches, developing trending story ideas, and ensuring messaging stays consistent with the brand?ÇÖs positioning.In the current scenario, this type of collaboration is essential, especially as the media landscape is continuously changing. There?ÇÖs also a soaring demand for flexible and adaptable media professionals, people who not only understand traditional formats like print, television, and radio but also the ins and outs of ever-evolving digital platforms like social media, blogs, and vlogs. Strong narratives, cross-platform thinking, and seamless collaboration are what the shift demands.What kind of talent or mindset does modern PR demand ?Çö especially in a world where brand messaging is fluid and fast-moving? Modern PR has moved away from generalists handling everything to teams with specialists in distinct roles. There?ÇÖs a clear need today for strong content professionals, media specialists who know how to work with journalists, and client servicing professionals who understand both the brand and the media ecosystem.To be effective, teams need a good mix of agility, strategic thinking, and emotional intelligence. They must understand the audience they?ÇÖre speaking to and tailor strategies that actually resonate. Modern PR also calls for adaptability?Çötweaking messaging in response to real-time shifts. With much of PR now happening online, digital know-how across social media, analytics, influencer platforms, and content tools is a must. The best PR professionals need to be digitally fluent, stay open to learning, adapt quickly, and keep their work aligned to the bigger picture. Finally, what do you think the PR function will look like in the next 3-5 years ?Çö especially as storytelling continues to blur the lines between content, communication, and commerce? Over the next 3-5 years, PR will continue to be a strategic value-add within marketing, holding its top place through the power of earned media. PR teams will work even more closely with leadership to shape narratives that reflect the brand?ÇÖs core identity.Technology will keep changing how PR operates. After a decade dominated by new-age formats like social media, blogs, vlogs, and forums, the coming years could be a playground for AI-driven formats like AR and VR. PR will continue to play a vital role in building brand reputation and contributing to the bottom line through relevant, timely storytelling. As original content grows in value, PR narratives and news media will remain trusted sources of credibility.

Adgcraft, one of India?ÇÖs most trusted PR agencies, has secured the PR mandate for Clove Dental, Asia?ÇÖs largest dental clinic chain with over 620 clinics in 26 cities across India. As the PR partner, Adgcraft will oversee Clove Dental?ÇÖs integrated public relations, media relations, and communication strategy, with the goal of enhancing the brand?ÇÖs national presence and leadership positioning in the healthcare sector. In India, oral healthcare often remains a neglected aspect of overall well-being, despite its close connection to systemic health issues like diabetes, heart disease, and infections. Many people seek dental care only at advanced stages of disease, leading to higher costs and complications. There is an urgent need for awareness around preventive dental care, regular checkups, and good oral hygiene practices. By partnering with Clove Dental, which is actively working to bring dental health to the forefront through accessible services and awareness campaigns, Adgcraft aims to support a nationwide movement towards more informed and proactive oral healthcare practices.Speaking on the partnership, Abhinay Kumar Singh, Founder and Managing Director of Adgcraft, said, ?Ç£We are excited to partner with Clove Dental, a brand that has transformed oral healthcare in India. At Adgcraft, we believe in building purposeful communication for impactful brands, and Clove's vision to offer high-quality, patient-centric care aligns perfectly with our own values. Our team is committed to leading the PR strategies that highlight Clove?ÇÖs mission, innovations, and contributions in the dental care ecosystem. With this collaboration, we are also strengthening and expanding our dedicated healthcare vertical to work with brands that are driving meaningful change in the sector.?Ç¥?Ç£As we scale further and look to deepen public engagement around dental health awareness, strategic communication becomes more critical than ever. Partnering with Adgcraft will help us strengthen our narrative, highlight our clinical excellence, and bring oral health into mainstream health conversations. We look forward to leveraging their expertise to connect with our stakeholders and the larger healthcare ecosystem,?Ç¥ said Sumit Saxena, Vice President, Marketing & PR, Head of Brands (Group Companies), Clove Dental.Clove Dental?ÇÖs focus on quality, hygiene, transparency, and patient trust has made it a household name in oral care. With this partnership, the brand aims to further strengthen its reputation and make dental healthcare a more mainstream conversation in India.

Anushree Kirtikar, the former Head of PR and Communications, Jio Creative Labs, has been elevated to the role of Head of Entertainment. Before she moved to Jio in 2023, Anushree held the position of Chief Operating Officer at a global reputation management firm in Mumbai, managing high-impact relationships across the entertainment, fashion, and music industries, skillfully shaping narratives for talent within the entertainment sector.Anushree announced this career milestone on LinkedIn, reflecting on her journey:? “Two years ago, I stepped into Jio Creative Labs as Head of Communications and PR, diving into the art of storytelling and strategy. Today, I’m excited to take on this expansive and challenging role as Head of Entertainment. It marks the beginning of an exciting new chapter filled with myriad possibilities. I’m immensely thankful for JCL’s trust and support, which have empowered me to shape compelling stories and strategies spanning across a wide gamut and appeal to audiences across the spectrum. JCL’s belief in me has been a driving force, and I’m deeply grateful for the chance to grow alongside ?a?n amazingly talented team; they are my backbone."“Always moving forward-that’s my mantra,” she added.With over 14 years of experience in the entertainment and branding industries, Anushree brings a wealth of expertise to her new role.

From headlining music festivals like NH7 Weekender to shaping India?ÇÖs esports narrative through DreamHack and BGMS, Arjun B, PR Manager at NODWIN Gaming, is at the forefront of a new-age media strategy. In this candid conversation, he unpacks the nuances of PR in one of India?ÇÖs fastest-growing industries, reflects on learnings from his award-winning stint at Boult Audio, and shares how influencer partnerships and purpose-driven storytelling are shaping the future of gaming communications.Your role at NODWIN Gaming involves overseeing PR for a diverse range of properties. How do you tailor your communication strategies for such varied audiences, from music festivals like NH7 Weekender to esports events like Dreamhack India?At NODWIN Gaming, overseeing PR for such a diverse portfolio is both thrilling and challenging. Each IP we manage, from NH7 Weekender, which is one of India's most beloved music festivals, to DreamHack India, a massive esports event, requires a finely tuned communication strategy that resonates with its unique audience.For example, with NH7 Weekender, our focus is on creating a narrative that celebrates music, culture, and community. We highlight the festival?ÇÖs diversity, its connection with fans, and the experience it offers. The communication leans heavily on the emotional, nostalgic elements that come with a 15-year legacy, tapping into the festival?ÇÖs long-standing fan base while attracting new audiences.On the other hand, with DreamHack India, we shift gears to a more technical and competitive tone, emphasizing the global nature of esports, the rising talent, and the immersive gaming experiences that the event offers. Here, our strategy involves engaging both gaming enthusiasts and the growing esports community, while also promoting the event's cutting-edge entertainment elements.Ultimately, we have a curated approach for each IP, making sure that the messaging reflects the core essence of the event and speaks directly to its audience. Whether it?ÇÖs fostering emotional connections in music or celebrating competition and innovation in esports, the goal is always to amplify visibility and drive engagement, while staying true to the values of each property.The gaming and esports industry is rapidly growing in India. What are some unique PR challenges you?ÇÖve faced in this space, and how have you adapted your strategies to engage this dynamic audience?The gaming and esports industry in India is indeed growing at an incredible pace, but with that growth come unique PR challenges that require a tailored approach to engaging this dynamic and evolving audience. One of the biggest challenges is the need to balance building hype and educating the broader public about esports. While esports has seen massive viewership growth?Çölike our IP BGMS reaching over 100 million across platforms?Çöit's still not as mainstream as traditional sports like cricket or football. The general public, especially non-gamers, might not fully understand the magnitude or potential of esports. This requires us to craft storytelling that resonates with both hardcore esports fans and casual viewers. We focus on pre-event hype, sharing player profiles, iconic tournament moments, and post-event deep dives to engage all kinds of audiences.Another challenge is garnering sustained coverage from tech and mainstream publications. While esports is booming, it's not always given the same attention that other consumer tech brands receive. Lastly, breaking into traditional sports coverage spaces is a challenge. Though esports is growing rapidly, with viewership statistics climbing and prize pools increasing (up to Rs 22 crore in 2024), esports is still often considered niche in the context of India's broader sports culture. The key to overcoming this has been pushing for esports to be recognized at events like the Asian Games and highlighting how esports players are serious athletes, deserving of the same recognition as their counterparts in cricket or football.By adapting our strategies to tell multi-layered stories, we?ÇÖve been able to engage a wide audience and ensure that esports continues to gain the visibility and respect it deserves.At Boult Audio, you led the award-winning "BOULT Unwrapped" campaign. Can you walk us through the key elements that made that campaign a success, and how you applied those learnings in your current role at NODWIN Gaming?The "BOULT Unwrap" campaign was such an exciting initiative for me, especially since it focused on the joy of gifting during the festive season. We really wanted to tap into that emotional connection people have with gifting. So, we started with a few captivating digital films that set the tone perfectly. It highlighted our smart wearables as thoughtful gifts, and the response was amazing! But that was just the beginning. We adopted a 360-degree PR approach, which meant we utilized everything from influencer campaigns to traditional PR. Plus, we made sure our social media presence was vibrant and engaging.One of the standout features was that we also took a hyperlocal approach, producing curated festive listicles that celebrated the rich diversity of festivals across India. This really resonated with our audience and showcased our commitment to honoring different cultural traditions. We teamed up with a couple and sibling influencers, and their engaging content helped us reach a wider audience. We ended up achieving close to 10 million views, which was fantastic!We also included exciting giveaways, which drove participation and created a buzz around our brand on social media. People love interacting with campaigns, and this really helped get the conversation going!Now, bringing this back to my current role at NODWIN Gaming, I've taken many of those lessons to heart. When we?ÇÖre promoting events like NH7 Weekender or DreamHack India, One of the best parts of the "BOULT Unwrapped" campaign was how we involved our community. We invited users to share their own gifting experiences which created a ton of organic content and buzz around the brand. That idea of community-driven content is something I?ÇÖve applied at NODWIN as well. Whether it?ÇÖs esports fans sharing their favorite tournament moments or NH7 Weekender attendees posting about their experiences, building that sense of community is huge for brand engagement.The key takeaway for me has been understanding the audience and creating culturally relevant content. Whether we?ÇÖre celebrating music or esports, it?ÇÖs all about connecting with people and creating memorable experiences together. I?ÇÖm really excited to keep pushing these boundaries in our dynamic industry!Esports and gaming events rely heavily on digital media. How do you leverage social media and influencer partnerships to amplify your PR campaigns and build strong brand narratives in these spaces?Social media and influencer partnerships are essential in amplifying PR campaigns and building strong brand narratives in the esports and gaming space. These digital platforms serve as the primary engagement points for our key audience. We focus on tapping into the power of esports players, streamers, and gaming channels, which are crucial in shaping fan experiences and driving engagement. Esports players are the face of our tournaments and events, and they often have dedicated fanbases that trust their opinions. By collaborating with these players, we are able to create organic, authentic content that resonates with their followers. Whether it's through live streams, social media posts, or personal stories, players can bring their unique voice to our campaigns. We use this to highlight major event moments, player journeys, and achievements, which naturally helps build a strong narrative around our brands like DreamHack and BGMS. Gaming channels and esports content creators are also central to our digital media strategy. Platforms like YouTube, Twitch, and even Instagram and X have gaming influencers with massive reach and credibility in the community. We collaborate with these popular streamers and gaming channels to promote events, live-cast matches, and share exclusive content like in-game moments or team announcements.By integrating esports players, gaming channels, and influencers into our digital strategy, we build authentic narratives that resonate with fans and create buzz around our events. Social media is not just a tool for promotion; it?ÇÖs a dynamic platform where we engage, entertain, and inform, ensuring our brands stay relevant and top of mind in the esports and gaming communities.At NODWIN Gaming, we recognize the power of these digital spaces and continuously evolve our strategies to capitalize on their full potential, ensuring that our PR campaigns create lasting impact and foster long-term audience loyalty.What role do you see PR playing in shaping the future of gaming and esports in India? How do you think PR professionals can contribute to the growth and mainstream recognition of the industry?PR has a critical role in shaping the future of gaming and esports in India, especially when it comes to building acceptance, legitimacy, and mainstream recognition. The primary objective is to shift perceptions and establish it as a legitimate career path supported by both governments and families.First and foremost, we need to craft narratives that emphasize the professional, skill-based nature of esports. Unlike RMG, where luck is a significant factor, esports requires dedication, strategy, and expertise, much like traditional sports. Through consistent messaging, we can highlight the discipline, training, and team dynamics involved in esports, helping to distance it from any stigma associated with gambling. By promoting success stories of Indian esports athletes, who have not only earned a livelihood but also represented India on global stages, we can showcase esports as a valid and promising career option.To build legitimacy, we must also engage with government bodies, policymakers, and educational institutions. By positioning esports as a growing sector that contributes to the economy, job creation, and technological innovation, we can advocate for policies that recognize and regulate esports as a formal industry. This includes driving conversations around infrastructure, investments, and skill development, which can help create a structured ecosystem for esports players, coaches, and managers. Moreover, highlighting international benchmarks?Çösuch as esports being included in the Asian Games and the growing support from governments worldwide?Çöcan push for similar recognition in India.For families, one of the key challenges is shifting the mindset that gaming is purely recreational. We can play a pivotal role by educating parents and communities about the various career paths in esports, from professional players to shoutcasters, content creators, analysts, and event organizers. By showcasing the financial success, professional growth, and international opportunities available in the industry, PR can help reshape family perceptions and encourage acceptance of esports as a viable, respectable career option.As a young leader in the PR industry, what advice would you give to aspiring PR professionals looking to make a mark in the gaming and entertainment sectors? What are your views on the current state of PR and what are your future predictions?As a young leader in PR, especially within gaming and entertainment, my first piece of advice for aspiring PR professionals would be to stay passionate and informed. These industries are constantly evolving, and you need to genuinely love what you do to keep up with the pace. Whether it?ÇÖs the latest esports trends, a new game release, or even the rising influence of streamers, it?ÇÖs so important to stay curious and engaged. If you?ÇÖre excited about these spaces, it will show in the way you craft stories and connect with your audience.Second, really get to know your audience. The beauty of gaming and entertainment is that they attract a wide range of people, and no two audiences are exactly the same. Gamers, esports fans, or music festival-goers all have different preferences, so it?ÇÖs about finding the right message for the right group. Tailoring your communication strategies to speak directly to these groups is key to making an impact.Another tip would be to embrace the power of storytelling. Whether you?ÇÖre promoting a game launch or a festival, PR is about creating stories that people want to be part of. In gaming, for instance, it could be the personal journey of a player, the growth of a team, or the community around the game. These are the narratives that pull people in and build lasting connections.Looking ahead, I think PR is going to lean even more into digital media and influencer partnerships. As social media and gaming influencers continue to grow in importance, PR professionals will need to master these platforms and work closely with content creators to amplify their brand stories. This shift is already happening, and I see it becoming an even bigger part of the PR landscape.Finally, my advice for aspiring PR pros is to be adaptable and willing to experiment. Gaming and entertainment are creative industries, and there?ÇÖs always room to try something new. Whether it's experimenting with new media platforms or pushing the boundaries of traditional PR strategies, don't be afraid to think outside the box. The future of PR, in my view, will be all about finding new ways to authentically connect with audiences in an increasingly digital and immersive world. So, be bold, stay curious, and never stop learning!

SGA PL, a strategic communications firm with deep expertise in India?ÇÖs Fintech, financial services and technology sectors, has been appointed by the Priority Sector Lenders Association of India (PSLAI) as its Marketing  Partner.The Priority Sector Lenders Association of India (PSLAI) is an industry?led, not?for?profit platform launched in January 2025 by iSPIRIT, bringing together banks, NBFCs, fintechs, and policymakers to reimagine priority sector lending in India. By convening stakeholders and enabling borrower centric innovation, PSLAI aims to convert a regulated requirement into a scalable financial opportunity.As its marketing partner SGA PL will work alongside PSLAI to spotlight the key conversations shaping India?ÇÖs lending landscape, including innovation in public sector financing, policy-led transformation, and the convergence of traditional financial institutions with new-age fintech and lendingtech companies. "PSLAI being India?ÇÖs first initiative to drive conversation for priority sector and thoughtful and continuous communications is key to building strong community which can represent at global landscape. With SGA PR?ÇÖs strong expertise in both fintech and BFSI, we aim to bring more companies and leaders into the fold and drive stronger participation in the dialogue shaping the new way of addressing priority sector lending," said Priyashmita Guha, CEO, PSLAI."PSLAI sits at the intersection of legacy institutions and new-age innovation. As its marketing partner, we see a powerful opportunity to shape narratives that bring the fintech and lending communities closer, spark meaningful policy engagement, and build credibility for voices that matter in India?ÇÖs credit ecosystem," said Rahul Jain, Joint CEO and Partner, SGA PL.SGA PR will support PSLAI in curating outreach campaigns, industry partnerships that drive awareness around the association's initiatives and platforms. As part of the partnership, SGA PL will be recognised as PSLAI?ÇÖs official marketing partner across platforms, industry events, and outreach campaigns.

Authored by Soumyajit MahapatraIn an era overwhelmed by content, clicks, and constant communication, Public Relations hasn?ÇÖt vanished?Çöit has evolved. It?ÇÖs no longer about managing perceptions. It?ÇÖs about cultivating trust.PR today isn?ÇÖt about spin or manipulation. It?ÇÖs about responsibility. Trust has become the core currency?Çöand the best PR practitioners are earning it through transparency, empathy, and data-driven clarity.From Spin Control to Trust EquityModern audiences are too informed to be fooled by polish or posturing. They expect truth?Çöand know how to spot the absence of it.PR is no longer just about controlling narratives. It?ÇÖs about accountability to customers, employees, and communities.Gone are the days when media coverage alone defined success. Today, real-time sentiment tracking, agile storytelling, and alignment across departments have taken center stage. Public Relations has evolved from a siloed function into a core part of strategy across product, marketing, HR, and leadership.Purpose as Compass?ÇöNot CampaignBrand purpose is no longer a marketing slogan?Çöit?ÇÖs a north star that must inform every decision and interaction. Inconsistent messaging or half-hearted posturing can erode years of goodwill in a moment.In 2025, purpose is not optional. It?ÇÖs the foundation of public relevance.When brands misstep?Çöand they will?Çöthe correct response isn?ÇÖt spin, but transparency, accountability, and timely action. The modern PR response begins with listening, not deflection.The New PR Professional: Data-Literate, Emotionally FluentToday?ÇÖs most effective communicators combine quantitative insights with qualitative understanding.Dashboards and analytics offer direction?Çöbut they don?ÇÖt build human connection. Emotional intelligence and sincere communication do. The future of PR belongs to professionals who can interpret data and also connect with people on a human level.Crisis Communications Reimagined: Preparedness Over ControlCrisis PR is no longer about silencing stories or stalling news cycles. It's about being prepared.The most impactful responses are authentic, timely, and human?Çönot legalistic or overly rehearsed. Clear protocols, empowered spokespersons, and intuitive judgment about when to speak and when to stay silent are now critical parts of crisis readiness.Global Case Studies: Trust in PracticeAround the world, brands are adapting to this new reality through bold, values-led approaches. These standout cases show how authentic engagement and transparency build real credibility:Astronomer: Reframing Crisis with HumorAfter a viral incident at a Coldplay concert, the tech brand sidestepped a traditional apology. Instead, it launched a self-aware campaign featuring Gwyneth Paltrow and Ryan Reynolds?ÇÖ agency, using humor to reframe the conversation and move forward.Steve Madden & FKA Haeckels: Radical Transparency Builds EquitySteve Madden saw a rise in investor trust after candidly acknowledging past missteps. FKA Haeckels went a step further?Çösharing internal decision-making and pricing breakdowns with the public. The result: increased loyalty and engagement.Vita Coco: Community Over CelebritiesReplacing traditional influencer campaigns, Vita Coco activated a vending machine in NYC, offering free samples of its new product. No hashtags. No contracts. Just real people and real buzz.Patagonia & Lego: Purpose in Daily PracticePatagonia?ÇÖs 2022 move to transfer ownership to a climate nonprofit remains a landmark in brand ethics. Meanwhile, Lego continues to embed diversity and inclusion into its products through meaningful, consistent design decisions?Çönot just PR statements.Seven Trends Redefining Public RelationsThe transformation of PR is being driven by both technological advancement and cultural expectation. Here are seven forces shaping the next era of the profession:AI-Powered ListeningReal-time sentiment analysis helps anticipate issues and act before they escalate.Hyper-Personalized MessagingTargeted storytelling enables brands to connect with niche audiences in meaningful ways.Integrated StorytellingConsistency across all touchpoints?Çöpress, social, product, and support?Çöis now essential.Radical TransparencyAudiences respect honesty?Çöeven when it?ÇÖs uncomfortable. Authenticity is the new strategy.Real-Time Human ResponsesIn moments of crisis, speed and sincerity matter more than scripted perfection.Community-Led EngagementsThe shift is away from celebrities and toward peer-driven movements and grassroots activation.Values-Driven ConsistencyBrands like Dove, Lego, and Patagonia continue to lead by living their mission every day?Çönot just promoting it.Not the End of PR?ÇöThe End of PretendingTraditional PR?Çöthe kind that polished messages, controlled the press, and stayed on script?Çöis fading fast. In its place is something far more meaningful.Public Relations is becoming a discipline rooted in truth. In consistency. In trust. The professionals who thrive in this new landscape won?ÇÖt be those who shout the loudest, but those who listen the best?Çöand speak when they?ÇÖve earned the right to be heard.The future of PR isn?ÇÖt coming. It?ÇÖs already here.

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.