Authored by: Shiva Bhavani, Founder & CEO of Wing Communications There is a word that gets used more in brand communication today than at any other point in marketing history. That word is storytelling. Every agency pitches it. Every brand claims it. Every content strategy document opens with it. And at the precise moment the word has reached peak usage, the actual practice of it is disappearing. AI did not cause this. But it is accelerating it at a pace that the industry is not being honest about. What we are witnessing in the digital economy right now is not the redefinition of storytelling. It is the replacement of storytelling with something that resembles it closely enough to pass — in a dashboard, in a content report, in a client presentation — but carries none of the weight that made stories matter in the first place. What a Story Actually Is Before we talk about what AI is doing to storytelling, we need to be precise about what storytelling actually is — because the word has been so thoroughly diluted that it now means almost nothing in most brand contexts. A story is not a narrative arc. It is not a content format. It is not a three-part structure with a hook, a body, and a call to action. A story is a specific type of human communication that creates genuine emotional investment in an outcome. It requires a protagonist with something at stake. It requires tension — a gap between where things are and where they need to be. It requires truth — not factual accuracy necessarily, but emotional truth that an audience recognizes from their own experience. These are not technical requirements. They are human ones. And they cannot be reverse-engineered from pattern recognition applied to successful content.AI can produce content that has the structure of a story. It can identify that successful brand narratives tend to follow certain patterns and reproduce those patterns with technical competence. What it cannot do is generate the specific, irreducible human truth that makes a story land — the detail that is so particular it becomes universal, the tension that is so genuine it creates actual emotional investment. The digital economy is filling up with content that has the architecture of storytelling and none of its soul. And most brands cannot tell the difference because they stopped measuring for soul a long time ago. The Volume Problem The most immediate impact of AI on storytelling in the digital economy is not qualitative. It is quantitative. And the quantitative change is producing a qualitative crisis. Brands are producing more content than ever before. AI has removed the production constraint that previously acted as a natural quality filter. When creating content required significant human time and creative investment, there was an implicit standard — this needs to be worth the effort. That standard has been eliminated. The result is a digital economy drowning in content that was produced because it could be, not because it needed to exist. Stories that nobody asked for, told to nobody in particular, optimized for distribution metrics that have no relationship to genuine audience engagement. Volume without intention is not storytelling. It is noise with formatting. And audiences — even ones who cannot articulate why — are tuning out at a rate that engagement dashboards consistently underreport because the metrics being tracked are the wrong ones. What Gets Lost When Craft Disappears The storytelling craft that AI is displacing in the digital economy was built over decades by writers, journalists, filmmakers, and communicators who understood something that no training dataset can fully encode — that the difference between a story that changes how someone thinks and one that is forgotten in thirty seconds is almost always a single specific, unexpected, human detail. The founder who describes the exact moment they knew their company was going to work. The customer whose life changed in a way nobody anticipated. The product failure that led to the breakthrough. These are not narrative devices. They are moments of genuine human truth that create the kind of brand connection that no amount of optimized content can manufacture. AI cannot find these moments because finding them requires human conversation, human intuition, and the ability to recognize significance in something that does not look significant until a skilled storyteller sees it. What is being lost is not just craft. It is the institutional knowledge of how to find the raw material that real stories are made from. As brands increasingly outsource content production to AI systems, the human capability to identify, develop, and tell genuine stories is being quietly decommissioned. That capability does not come back easily once it is gone. The Trust Consequence There is a direct commercial consequence to the hollowing out of brand storytelling that the industry is not connecting clearly enough to AI-driven content strategies. Consumer trust in brand communication is at a historic low. Audiences are more skeptical of branded content, more resistant to narrative manipulation, and more capable of identifying inauthenticity than at any point in the history of modern marketing. Into this environment, the industry is deploying AI-generated storytelling at scale — content that is technically proficient, structurally familiar, and emotionally empty. The audience response is not outrage. It is indifference. And indifference is the outcome that no brand communication strategy can afford and most cannot recover from. The brands that are cutting through in the digital economy right now are not the ones producing the most content. They are the ones telling fewer, truer, morespecifically human stories — and trusting that genuine emotional resonance will do what volume never can. What AI Should and Should Not Own AI has a legitimate role in the storytelling process of any modern brand. That role is in the infrastructure, not the craft. Research, distribution, optimization, audience analysis, performance tracking — these are areas where AI genuinely improves the storytelling operation without touching the storytelling itself. Finding the right audience for a story, understanding what format works on which platform, identifying when and where to distribute — these are problems AI solves well. The story itself — the identification of genuine human truth, the craft of building emotional investment, the editorial judgment of what deserves to be told — that must remain human. Not because AI cannot produce a functional substitute, but because a functional substitute is not the same thing and audiences are increasingly able to feel the difference even when they cannot name it. The Redefinition That Is Actually Happening AI is not redefining storytelling in the digital economy. It is redefining the economics of content production — and that economic shift is creating pressure on every brand to produce more, faster, cheaper. The brands that resist that pressure — that protect the human craft of genuine storytelling even when AI makes the alternative cheaper and faster — will build something that cannot be replicated at scale. Authentic stories, told well, by brands that have done the human work of finding genuine truth in their own narrative, are becoming rarer. Which means they are becoming more valuable. That is the actual opportunity AI has created for storytelling. Not in the tools it provides. In the scarcity it has manufactured for the real thing.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Public relations is entering a defining phase of transformation. As artificial intelligence reshapes how content is created and algorithms dictate how it is distributed, the industry is being pushed far beyond its traditional role of narrative management into a more complex mandate: safeguarding credibility in an environment where visibility can be engineered, but belief cannot.What was once a relationship-led discipline anchored in editorial trust is now evolving into a hybrid model—where storytelling must intersect with platform logic, data signals, and machine-led amplification. The result is a paradox at the heart of modern communications: reach has never been easier to achieve, yet trust has never been harder to secure.From Media Relations to a Distributed Influence EcosystemThe most visible shift is in the very definition of media relations. No longer confined to newsrooms, it now spans a fragmented ecosystem of influencers, brand collaborations, and algorithm-driven discovery platforms.“Media relations today are no longer confined to editors in newsrooms. It has evolved into a dynamic ecosystem that includes influencers, brand collaborations, and algorithm-driven discovery,” said Manauti Walecha, Founder of Communication Casa.Yet, even as the channels diversify, the foundational principles remain intact. “PR at its core is still about relationships, credibility, and trust. Nobody can ever automate authenticity,” she added.This duality is redefining the role of PR professionals. The function is no longer limited to crafting narratives—it now requires an acute understanding of how those narratives travel across platforms.“Our role is no longer just that of a storyteller. We are narrative strategists who balance human insight with algorithmic intelligence. The ability to craft a compelling story must now go hand in hand with the ability to distribute it intelligently,” Walecha noted.AI Efficiency vs Human Judgment: The Industry’s Central TensionAs AI tools become deeply embedded in communication workflows, PR professionals are grappling with a critical question: how far can automation go without compromising authenticity?“Algorithms dictate how content is pushed out today, but the relationship between PR experts and editors will remain timeless as consumers crave authenticity which algorithms cannot provide,” said Neha Bajaj, Founder and Director of Scroll Mantra.Her assessment underscores a growing industry consensus—that while distribution may be automated, credibility still flows through human filters.“Editors possess traits that algorithms lack, such as integrity, judgment, and trustworthiness. An organization's presence in a reputable media outlet holds far greater significance than algorithmic push,” Bajaj said.This places clear boundaries on the role of AI within PR. “AI should be considered a powerful tool for augmentation, not a replacement for authentic human judgment. The core message, intent, and final voice must remain human-led,” she added.In an environment where content can be produced and scaled rapidly, the risks of over-automation are becoming more apparent. “If narratives feel overly manufactured or lack genuine perspective, credibility erodes quickly,” Bajaj warned.The Visibility Vs Credibility Divide WidensEven as data and predictive analytics become central to communication strategies, the industry is confronting a deeper structural reality: control over distribution does not equate to control over trust.“Editors still decide what gets pursued, and journalists still decide what gets trusted. Algorithms may shape what reaches audiences first, but they do not build belief,” said Srishti Sharma, Lead – Social Impact PR at ON PURPOSE.This distinction between visibility and credibility is becoming increasingly pronounced as AI-led newsrooms and content ecosystems expand.“Distribution is not trust. As AI-first newsrooms grow, audiences will ask who they can rely on, and the answer will still be human,” Sharma added.The implications extend beyond strategy into responsibility. As misinformation risks rise in an AI-amplified ecosystem, the burden on PR to ensure quality and accountability is intensifying.“The solution is not more content, but better content that is rigorously sourced, factually grounded, and editorially accountable,” she said.Ultimately, the industry is being reminded of a fundamental truth. “Trust is built through behaviour, not communication alone,” Sharma noted.A Structural Reset, Not Just a Tactical ShiftTaken together, these shifts point to more than just an evolution in tools or channels—they signal a structural reset in how public relations operates.The future of the industry will be shaped by its ability to navigate three defining tensions: the balance between human judgment and algorithmic optimisation, the trade-off between efficiency and authenticity, and the widening gap between visibility and credibility.In this new paradigm, success will not be determined solely by how far a message travels, but by how deeply it is believed.Trust as PR’s Ultimate DifferentiatorAs communications ecosystems become faster, more fragmented, and increasingly automated, the role of PR is being recast in sharper terms. It is no longer just about managing narratives or maximising reach—it is about ensuring that what is said is trusted, and what is amplified is credible.In an age where algorithms can manufacture visibility at scale, the real competitive advantage lies in something far less programmable: human trust.And for an industry built on perception, that may prove to be its most enduring—and most difficult—currency.

Glad U Came has secured the PR mandate for Alpino, one of India’s leading health-focused food brands known for its high-quality, protein-rich, and clean-label offerings.The account was won following a multi-agency pitch, further reinforcing Glad U Came’s growing reputation for delivering innovative, results-driven campaigns in the lifestyle and wellness space.As part of the mandate, Glad U Came will lead the strategic planning and execution of integrated PR and influencer marketing campaigns across digital platforms. The focus will be on strengthening Alpino’s positioning as a go-to brand for fitness enthusiasts and health-conscious consumers, while driving awareness, engagement, and brand recall at scale.Through a mix of targeted media outreach, compelling storytelling, and creator-led collaborations, the agency aims to build a strong and credible narrative for Alpino in an increasingly competitive health and wellness market.The partnership comes at a time when consumer preferences are rapidly shifting towards healthier, more mindful eating habits, creating a significant opportunity for brands like Alpino to lead the category.Alpino has established itself as a trusted name in the nutrition space with a diverse portfolio ranging from peanut butter to protein-rich snacks. The brand continues to focus on making healthy eating accessible, convenient, and enjoyable, while catering to the evolving needs of modern consumers through quality ingredients and innovative formulations.Commenting on the association, Maddie Amrutkar, Founder of Glad U Came, said,“We are excited to partner with Alpino, a brand that is redefining how India approaches health and nutrition. Our focus will be on building a strong, relatable, and impactful brand narrative that resonates with today’s conscious consumers and positions Alpino as a category leader.” Chetan Kanani, Founder of Alpino, added,“We are delighted to have Glad U Came onboards as our PR partner. Their strong understanding of the media and digital landscape will play a key role in expanding our reach and strengthening our connection with consumers. Together, we aim to drive greater awareness around healthy living and make nutritious food choices more mainstream.”With this collaboration, Alpino and Glad U Came aim to further accelerate the brand’s growth journey and reinforce its position as a leading name in India’s evolving health and nutrition ecosystem.

Primex Media Services, a leading media management and public relations agency in India, has been awarded the PR mandate for Vasu Healthcare, marking a strategic collaboration aimed at strengthening the brand’s visibility and outreach.Under this mandate, Primex Media Services will lead integrated communication strategies, media engagement, and brand positioning initiatives for Vasu Healthcare.Commenting on the association, Nitesh Desai, Founder & CEO of Primex Media Services, said, “We are pleased to partner with Vasu Healthcare, a brand that has built a strong legacy in Ayurveda while continuing to innovate in the healthcare space. With our expertise in strategic communication, we aim to enhance its media visibility, strengthen its brand positioning and support its growth across domestic and international markets.”Sagar Patel, Director of Vasu Healthcare, said, “Our association with Primex Media Services marks a significant milestone for Vasu Healthcare. As a brand deeply rooted in Ayurveda and driven by innovation, we see this collaboration as a powerful step towards expanding our global reach and connecting with wider audiences. With Primex’s strategic expertise and forward-thinking approach, we are confident that this partnership will open new avenues of growth, elevate our brand presence, and usher Vasu Healthcare into a new era of expansion and excellence.”Founded in 1980 and headquartered in Vadodara, Vasu Healthcare has established itself as a trusted name in the healthcare and wellness segment, with a strong focus on quality, innovation, and customer-centric offerings. The company operates across phyto-pharmaceutical therapeutics, OTC products, personal care, and herbal supplements, with a diversified portfolio of over 200 specialized products spanning urology, orthopedics, pediatrics, gynecology, haircare, skincare, and baby care. With a robust presence across India and in more than 50 international markets, Vasu Healthcare continues to strengthen its position as a globally recognized Ayurveda-led brand.Primex Media Services offers a comprehensive suite of PR and communication services, including strategic communication, media relations, crisis communication and content development. With this mandate, the agency further reinforces its growing portfolio and leadership within the PR and communications landscape.

Carolin Wiken has joined Kekst CNC, part of Publicis Groupe, as Director in its Stockholm office.Wiken brings experience in corporate and financial communications, with a focus on healthcare, life sciences and consumer sectors. She has held in-house leadership roles at Bayer and Pfizer, and most recently served as Partner at Geelmuyden Kiese, where she was also CEO of the firm’s Swedish operations.Her expertise spans strategic positioning, crisis management and stakeholder engagement, particularly in regulated environments. Based in Stockholm, she will work with teams across Kekst CNC’s global network on healthcare and life sciences mandates.Veronica Råberg-Schrello, Partner and Managing Director at Kekst CNC Stockholm, said Wiken’s experience across in-house and advisory roles will support the firm’s healthcare and life sciences offering.Commenting on her appointment, Wiken said she looks forward to contributing to the firm’s work in healthcare and life sciences, as well as supporting clients across complex communications situations.As of April 1, 2026, the Stockholm leadership team includes Veronica Råberg-Schrello, Malin Lundin, Henrik Nilsson, Stefan Nerpin, Carolin Wiken, Eva Widner and Veronica Ekstrand.

Cemex has appointed Eva Masa Pinto as Vice President of Global and EMEA Sustainability and EMEA Corporate Affairs.Masa Pinto previously served as Global Sustainability Director at Cemex. Prior to that, she held the role of Head of Climate Action within the organisation.She has been associated with Cemex for several years, with earlier roles at Cemex España, where she worked in maintenance management before moving into a leadership position as Director of Operating Support in Spain and the European Union.Masa Pinto holds an undergraduate degree in chemical engineering from Universidad de Valladolid.

Florian Laudan has been appointed Vice President of Public Relations, Press, Sustainability and Politics at Porsche AG.He succeeds Sebastian Rudolph, who has moved to focus on Corporate Communications at Volkswagen AG.Laudan joins Porsche from ZF Friedrichshafen AG, where he most recently served as Senior Vice President for Corporate Communications and Marketing.He brings extensive experience across communications and leadership roles within the automotive sector. Over the course of his career, Laudan has held positions at Mercedes-Benz Bank AG and Daimler Truck AG. He also worked in India and Japan with Daimler Truck Asia, before moving to the company’s headquarters to lead PR and Internal Communications for Trucks and Buses.At ZF Friedrichshafen, he initially led communications for the Commercial Vehicle Division before taking on a broader role overseeing Corporate Communications and Marketing.Commenting on the appointment, Michael Leiters said Laudan brings extensive industry expertise and international experience, adding that his capabilities will support Porsche’s communications during its ongoing transformation.

Burson has appointed Mathew Heim as Senior Advisor for Competition, Litigation and Regulatory at its Brussels office.Heim brings over two decades of experience spanning law, policy and strategic communications. He is actively engaged in the global competition policy ecosystem, serving as Senior Advisor to Business at OECD (BIAC)’s Competition Committee and as a Non-Governmental Advisor to the International Competition Network (ICN).Prior to joining Burson, Heim held roles including Head of International Competition Policy at Amazon and Vice President & Counsel at Qualcomm Europe.In his new role, Heim will support Burson’s work in competition, litigation and regulatory advisory.The appointment comes as organisations navigate increasing regulatory scrutiny across markets, with a growing need for integrated approaches that address both regulatory and reputational considerations.

Sunanda Rao-Erdem, Founder and CEO of Seraphim Communications LLP, reflected on the agency completing eight years, highlighting the evolving role of communications in business.Speaking on the milestone, Rao-Erdem noted that the definition of communications has undergone a significant shift over the years, moving beyond a support function to becoming central to strategy, reputation and risk management.“At Seraphim Communications, we have consciously stayed away from volume-driven visibility and instead focused on depth, on building narratives that can withstand scrutiny, travel across geographies, and resonate with diverse stakeholders,” she said.Looking ahead, Rao-Erdem emphasised the importance of staying rooted in fundamentals such as relationship-building, contextual understanding and thoughtful messaging.“The next phase for us is really about staying grounded in what has worked; building relationships, understanding context deeply, and being thoughtful about what we put out into the world. If there’s one thing we’ve learned, it’s that good communication is not about saying more, but about saying the right thing, at the right time, with honesty and integrity,” she added.

Turnitin has appointed Axicom as its public relations and social media agency of record in the United States.Under the mandate, Axicom will lead an integrated communications programme spanning strategy, media relations, social media advisory, content development and executive thought leadership.The engagement aligns with a new communications initiative led by Melissa Havel, who serves as Chief Communications Officer at Turnitin.Axicom was selected for its experience across artificial intelligence and technology, as Turnitin continues to strengthen its positioning around the responsible use of AI in education.Turnitin provides solutions focused on academic integrity and writing assessment for educational institutions across secondary and higher education. The company is expanding its communications efforts as educators and institutions respond to the increasing role of artificial intelligence in learning environments.

Narrative Strategies has appointed Jordan Davis as Managing Director, strengthening its leadership team.Davis most recently served as Vice President of Communications and Programming at the Congressional Management Foundation, where he led a rebrand and oversaw strategic changes to the organisation’s Capitol Hill–focused programming.Prior to that, he was Senior Director at Purple Strategies, advising companies and advocacy organisations on reputation, policy and communications matters.His earlier experience includes serving as Senior Advisor to the House Energy and Commerce Committee under former Chairman Greg Walden. He has also held roles as Chief of Staff and Legislative Director to former Representative Rick Berg, along with legislative positions for former Representative Thelma Drake.Davis has also worked with the National Republican Congressional Committee during multiple election cycles.

Burson has appointed Sujata Mitra as US chair of earned media.Mitra brings more than 25 years of experience across earned media, corporate reputation and communications strategy. An Emmy Award-winning former journalist, she will oversee Burson’s US earned media team and serve as a senior advisor to clients.She joins Burson from Edelman, where she most recently served as executive vice president and group head, earned media. In that role, she led a multi-sector team and worked with senior leadership across organisations on communications and reputational matters.Earlier in her career, Mitra led communications at Vox Media, supporting brands including The Verge and SB Nation. She has also served as senior director of communications at HuffPost.Her appointment comes as Burson continues to build its earned media capabilities in the US.

Manuj Tuteja has joined YAAP as Director – Influencer Marketing, marking a new chapter in his career in integrated communications and creator-led brand strategy.Announcing the move, Tuteja said, “I’m thrilled to share that I’ve joined YAAP as Director – Influencer Marketing!” He added that he is “looking forward to building, learning, and creating meaningful impact in this exciting new chapter.”Tuteja brings experience across public relations and influencer marketing, with a strong focus on integrated campaign strategy and execution. Prior to YAAP, Tuteja served as Head of Public Relations & Influencer Marketing at Team Pumpkin, where he led multi-platform campaigns and worked with clients including Taj Hotels, ITC, Mankind Pharma, and Unicharm Group.During his tenure, Tuteja conceptualised and executed high-impact campaigns, combining storytelling and influencer engagement to drive visibility and reach across channels, while also mentoring teams and strengthening campaign delivery.Earlier, he worked at Pollen, leading influencer campaigns for brands such as Dabur and DS Group, and began his career in public relations with roles at Blue Lotus Communications and Team Pumpkin.Tuteja’s appointment underscores YAAP’s focus on strengthening its influencer marketing capabilities as brands continue to invest in creator-led engagement and content-driven communication strategies.

Nupur Acharya has joined Adfactors PR as Senior Vice President, marking a new chapter in a career spanning journalism and corporate communications.Sharing the update, Acharya noted, “Some new beginnings arrive with certainty rather than noise.” Describing the move, Acharya added that it was “shaped by thoughtful conversations, shared values, and a long-held respect for the work and credibility the firm has built over time.”Acharya brings extensive experience in financial communications and media, having most recently served as Vice President – External Communications at Moody's Corporation, where the role focused on media relations and strategic communications.Prior to transitioning into corporate communications, Acharya built a strong foundation in journalism, spending several years at Bloomberg LP as an Asia equities and emerging markets reporter, covering stocks, fixed income, and currency markets, along with broader economic and policy developments.Earlier experience includes reporting roles at The Wall Street Journal and CNBC TV18, where Acharya covered banking, monetary policy, and financial markets.With this move, Acharya brings a blend of editorial insight and corporate communications expertise to Adfactors PR, further strengthening the firm’s capabilities in financial and strategic communications.

Inside Scoop has appointed GO Communications to lead public relations and communications for its “Rasa-rasa Malaysia” campaign.The campaign, launched in conjunction with Tourism Malaysia’s Visit Malaysia 2026 initiative, celebrates local flavours through a range of limited-edition ice cream creations. It was unveiled by Wizani Rosmin, senior director, management at Tourism Malaysia.“Rasa-rasa Malaysia” features six flavours inspired by different regions across the country. These include Johor’s Liberica coffee, Kelantan’s dark chocolate banana, Melaka’s dodol Musang King, Sarawak’s gula apong tiramisu, a chocomalt kaw dinosaur flavour representing Kuala Lumpur and Selangor, and a strawberry lemonade variant inspired by Pahang’s Cameron Highlands.According to Edmund Tan, co-founder of Inside Scoop, the campaign aims to position ice cream as a medium for storytelling and cultural connection, drawing on familiar tastes and local narratives.As part of its remit, GO Communications will support the campaign’s communications strategy and help amplify its narrative.The campaign also introduces experiential elements such as custom-designed packaging inspired by each state, along with a limited-edition “ice cream passport” and stamp rally mechanic to encourage in-store engagement.Running from April to May, the campaign will be available across Inside Scoop outlets nationwide.

Authored by: Gaurav Bansal , Director Marketing & Communications - SHRM India, APAC, & MENAFor a long time, corporate purpose mostly existed on paper. Companies carefully crafted purpose statements to explain what they stood for and how they hoped to contribute to society. These statements often featured in annual reports, leadership speeches and brand campaigns. They helped define a company’s identity and gave employees something meaningful and inspiring to connect with.But very often, purpose stayed exactly there -- in the narrative.It helped tell the organisation’s story, but it did not always shape the way decisions were made inside the business. Choices around investments, technology, hiring and leadership incentives often continued to follow familiar, traditional approaches—even when the company’s stated purpose pointed to a much broader ambition.That gap is becoming much harder to sustain.We now operate in a world where organisations are far more visible than they once were. Employees openly discuss workplace experiences. Customers pay attention to how companies behave, not just what they promise. Investors and regulators increasingly examine governance, technology practices and workforce policies.At the same time, artificial intelligence and automation are reshaping how businesses function. Decisions that once happened quietly within departments are now embedded into digital systems and data-driven models. In such an environment, purpose cannot remain a message layered on top of operations. It has to influence the architecture of how the organisation actually works.Take technology as an example. Many companies say they believe in responsible innovation. But the real question is how that belief shows up when AI tools are deployed. Are there systems to monitor bias? Are employees trained to understand the ethical implications of automated decisions? Is transparency built into technology governance? When purpose becomes operational, these questions are not handled as reputational concerns; they become part of decision-making processes.Workforce strategy offers another example. Almost every organisation today speaks about investing in people and preparing employees for the future of work. Yet those commitments become meaningful only when they influence real policies — how budgets are allocated for reskilling, how career transitions are managed, and how organisations support employees when technology changes roles. If purpose is genuine, it should shape how companies respond when workforce realities evolve.This is where the shift becomes clear.Purpose is gradually moving from storytelling into performance systems. In practical terms, that means it begins to influence how organisations measure success. Leadership performance, for instance, has traditionally been assessed through financial results and operational efficiency. Those measures remain critical. But today, organisations are also paying attention to how leaders develop talent, build inclusive teams, manage ethical risks and guide responsible technology adoption. These elements increasingly form part of leadership evaluation.Capital allocation is another place where purpose is becoming visible. Companies that speak about sustainability, social responsibility or long-term value are now expected to demonstrate how those commitments affect investment choices. Which projects receive funding? How are supply chains evaluated? What long-term societal risks are considered in strategic planning?These are not communication questions. They are governance decisions.For marketing leaders, this shift changes the nature of brand strategy. In the past, a strong narrative could exist somewhat independently from internal systems. Today, that separation is far more difficult to maintain. Audiences are quick to notice when a company’s message and behaviour do not match.As a result, marketing increasingly reflects what the organisation actually does rather than simply what it says.Human resource leaders and organisational designers play an important role here. Purpose becomes real for employees when it appears in everyday systems -- in how people are hired, how leaders are developed, how performance is evaluated and how organisational culture is reinforced.When those structures reflect purpose, employees experience it directly.None of this means storytelling is unimportant. Narratives still help organisations explain their direction and inspire engagement. But storytelling alone no longer creates credibility.Today’s stakeholders expect alignment between words and systems. The organisations that recognise this shift are beginning to treat purpose less as a branding exercise and more as part of business design. They understand that trust grows when internal practices reinforce the values the organisation claims to stand for.Purpose, in that sense, is changing shape.It is no longer simply a statement crafted for communication. It is becoming part of the frameworks that guide decisions, leadership behaviour and organisational priorities. Because in today’s economy, purpose is not defined by what companies declare. It is defined by what their systems consistently demonstrate.DISCLAIMER: The views expressed are solely of the author and Adgully does not necessarily subscribe to it.

Apurva Mishra has stepped into the role of Head – Corporate Communications & CSR at DHL Express India.Mishra shared the update on LinkedIn, announcing her transition into the new position within the organisation.Before taking on this role, Mishra served at MSLGROUP India, where she held several leadership positions over the years, including Vice President, Associate Vice President and Group Head.Earlier in her career, she was associated with DHL Express India in a corporate communications and responsibility role.Mishra’s professional experience also includes positions at Mondel?z International, Edelman and Vaishnavi Corporate Communications, where she worked across corporate affairs and public relations.She has built her career across communications, corporate affairs and public relations roles within agencies as well as corporate organisations.

In a move reflecting the evolving role of communication professionals in the boardroom, corporate communications professional Ashish Khare transitions into strategic thought leadership with the global release of his book, 'Standard Is Not Strategy - The Standardization Trap'. With over two decades of experience in Corporate Communication, Khare brings a distinctive perspective, one that connects narrative, perception, and visibility directly with competitive strategy. The book is published and available at Amazon in the USA, UK & Europe, Australia and Japan and can be shipped to other parts of the world through direct import. The book will soon be available in India.The "Standardization Trap" DefinedAt the core of the work is the "Standardization Trap", the tipping point where widely adopted "best practices" lose their effectiveness through mass replication. "In communication, we have always known that a repeated message loses impact. The same principle applies to strategy," says Ashish Khare. "Once an approach becomes a 'standard,' it stops differentiating and starts neutralizing outcomes. Organizations often believe they are being strategic when they are merely being consistent. Narrative and perception are not just tools; they are strategic levers. The moment they become predictable, they lose their power."A Shift for the Communications IndustryThe book highlights a broader industry shift: PR and brand management professionals are no longer just messengers, they are uniquely positioned to identify when narratives lose impact and where differentiation collapses. Organizations that control the narrative often shape the market itself, not just their image within it. Khare argues that communication professionals are uniquely positioned to identify when ideas become overused, narratives lose impact, and differentiation begins to collapse.Standard Is Not Strategy, has 87 sharp, unconventional strategies and frameworks designed to help you outmaneuver, outposition, and outthink the competition. Ashish highlights that this book is for entrepreneurs, business leaders, political strategists, communication professionals and anyone operating in high-stakes environments.

Confiance Communications has secured the Strategic Communications mandate for Nevron Group, an emerging leader in India’s renewable energy sector. The group integrates solar power, manufacturing, energy storage, and digital transformation, with its EPC arm Solarsure to support India’s clean energy transition. The collaboration comes at a pivotal time as Nevron Group scales across Industrial, commercial, and utility-scale projects, aligning with India’s Net Zero targets.Founded in 2021 and headquartered in Indore, Nevron Group operates across five integrated verticals of the clean energy supply chain—Transmission and distribution infrastructure development, solar components manufacturing, EPC (Energy, Procurement, and Construction), IPP (Independent Energy Production) and digital transformation—enabling energy transition through an end-to-end approach. The group was founded by Bhavesh Patidar, an IIT alumnus and climate-focused entrepreneur, to deploy a multi-dimensional approach to clean energy. Thus far, the company’s growth has been self-sustained, reinvesting operational revenues to build execution capability and maintain project reliability, which underscores Nevron Group’s long-term vision for clean energy infrastructure.Under the partnership, Confiance Communications will work with Nevron Group’s senior leadership to elevate its corporate positioning, enhance founder authority, and establish a robust media presence across business, energy, infrastructure, and policy sectors. The collaboration will focus on building advocacy for the group’s execution track record while deploying Communication strategies tailored to its evolving role in industrial decarbonization and India’s clean energy transition.Commenting on the collaboration, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, “We are excited to partner with Bhavesh Patidar and the Nevron Group as they scale their operations across India. What sets them apart is their comprehensive and integrated approach, creating a blueprint for India's energy transition. Their growth is powered by delivering impact and our role is to amplify that story to the business, policy, and investor ecosystems, helping position them as a key driver in achieving India’s 500 GW renewable energy vision.”Bhavesh Patidar, Co-founder & CEO, Nevron Group, added, "As our project portfolio and geographic footprint expand, it is critical for us to communicate our vision with clarity and credibility across all stakeholders. Confiance’s deep understanding of infrastructure-led growth and policy-driven transformation is exactly the partnership we need to reach the next level. This alliance is very crucial in furthering Nevron’s mission to make clean solar energy accessible nationwide. By scaling responsibly across commercial, industrial, and utility segments, we are positioned to play an integral role in India's clean energy landscape.”India continues to make significant strides in renewable energy, with record capacity growth in 2025. In this context, Nevron Group, through its diverse business verticals and strategic model, plays a critical role in India’s clean energy build-out.

Nissan has introduced a new global communications structure, bringing its regional teams and capabilities under a centralized framework as part of an ongoing business transformation.The new setup integrates communications teams across Japan, Europe and the Americas into a single global network. These teams will report to Chief Communications Officer Lavanya Wadgaonkar. The structure follows a “follow-the-sun” model, enabling teams across time zones to operate continuously and collaborate on global priorities.The reorganisation combines strategy, creative and digital functions into a unified approach. The aim is to streamline workflows, reduce duplication and maintain consistency in messaging across markets, while allowing regional teams to adapt communication to local requirements.As part of the shift, Nissan has also introduced a global centre of excellence operating as a shared service. This unit brings together design, editorial, video and multimedia capabilities to support content creation across the organisation.Leadership roles have been aligned with the new structure. Strategy and creative communications will be led by Senior Director Brian Brockman, while digital communications, including social and influencer strategy, will be overseen by Senior Director Ian Rowley. International communications will be led by Vice President Katherine Zachary, serving as a global storytelling and editorial hub.Regionally, the company has combined North and Latin America into a single Americas communications unit under Vice President Jay Cooney.The company said the changes are intended to improve coordination, consistency and speed across its global communications operations.

Honda Office has announced the launch of PR Collective Asia, a regional advisory network aimed at supporting Japanese enterprises across Southeast Asia.The consultancy, led by Tetsuya Honda, said the network brings together communications leaders from Singapore, Thailand, Indonesia, Vietnam, Malaysia and the Philippines. The initiative is designed to provide companies with access to market insights, cultural understanding and strategic communications support across the region.PR Collective Asia will focus on helping Japanese organisations manage communications challenges, including reputation positioning, stakeholder engagement and campaign execution in diverse markets.According to Honda, the initiative is intended to support Japanese businesses as they expand across Southeast Asia, where local market dynamics require tailored communication approaches.The network will offer services spanning strategic PR and integrated marketing, campaign planning and execution, corporate and brand narrative development, as well as advisory support for media engagement and stakeholder relations.To mark the launch, Honda Office will host the “Asia Insight 2026” conference in Tokyo. The event will bring together business leaders, including Shigeo Nakamura, to discuss business growth in Asia through locally informed strategies.PR Collective Asia includes a network of communications professionals such as Yvonne Koh, Matthew Underwood, Sophis Kasemsahasin, Andy See Teong Leng, Harry Tumengkol and Malyn Molina.

Kekst CNC has appointed Lyndsey Estin as Co-Chief Executive Officer.Estin will lead the firm’s US operations and work alongside Richard Campbell, who oversees non-US global operations.She succeeds Jeremy Fielding, who is moving to an in-house role at a public company.Estin has been with Kekst CNC for over two decades, during which she has held multiple senior leadership roles. Her experience includes work across mergers and acquisitions, shareholder activism and financial communications. She also founded and leads the firm’s US cybersecurity practice and contributes to its AI advisory work, including initiatives linked to parent company Publicis Groupe.Commenting on the appointment, Arthur Sadoun highlighted Estin’s experience across financial communications, crisis counsel, AI and cybersecurity, noting her role in advising organisations navigating evolving risks and technological change.Estin said the firm remains focused on supporting clients amid ongoing global shifts driven by technology and emerging risks.

Milk & Honey PR has appointed Matthew de Bakker as partner and country lead for Singapore.De Bakker will take on the role as the agency continues to strengthen its presence in the Asia Pacific region. He joins from Mutant Communications, where he spent close to a decade building the agency’s Singapore PR operations. During his time there, he held leadership roles including head of PR and country manager for Singapore, working with clients such as Singapore Sports Hub, Epson and The Walt Disney Company, along with regional startups.Earlier in his career, de Bakker held a senior communications role at Randstad, where he worked on building the company’s brand presence across Singapore, Malaysia and Hong Kong.At Milk & Honey, he will work alongside outgoing Singapore CEO Meilin Wong, who established the agency’s Singapore office and will continue to support the business in a consulting capacity.Commenting on the appointment, Kirsty Leighton said de Bakker brings strong market credibility, brand-building expertise and leadership experience to support the agency’s growth in the region.De Bakker noted that the Singapore market continues to evolve, with increasing demand for senior-level communications counsel, and expressed interest in contributing to the agency’s next phase of growth.Milk & Honey launched its Singapore office in 2023 and has since expanded its international footprint, with offices across London, Munich, New York, San Francisco and Singapore.

Land O’Lakes, Inc. has promoted Abbey Shilling to Vice President of Communications. She will take on the role as longtime communications leader Kim Olson prepares to retire.In her new position, Shilling will report to Senior Vice President and Chief Marketing Officer Heather Malenshek and oversee enterprise communications across internal and external audiences.Shilling has been with Land O’Lakes for more than a decade, most recently serving as Director of Communications. During her tenure, she has worked across the organisation’s business units and led initiatives related to corporate reputation, brand storytelling and stakeholder engagement.Olson, who has held the roles of Chief Communications Officer and Vice President of Communications, will retire following her tenure with the company.In a LinkedIn post, Shilling acknowledged Olson’s leadership and expressed appreciation for the communications team, noting its role in supporting the organisation’s work.

Ritika Kakkar has joined Jagat Pharma as Corporate Communication Manager – Public Relations.Kakkar shared the update on LinkedIn, marking her move from agency roles to an in-house communications position.Prior to this, she worked as Senior Account Executive at Adfactors PR. She has also held the role of Account Executive at Avian WE, where she worked on corporate communications mandates and handled clients including Deloitte India and Shardul Amarchand Mangaldas & Co..Earlier in her career, Kakkar was associated with Vedantu as a Subject Matter Expert and teacher. She also worked with Delhi Public School Indirapuram and DLF Public School in teaching roles.

Authored by: Shiva Bhavani, Founder & CEO of Wing Communications The PR industry is celebrating a transformation it doesn’t fully understand yet. Everywhere you look, agencies are announcing AI-powered PR. Automated media monitoring. AI-generated press releases. Predictive journalist targeting. The pitch is compelling: faster, smarter, more efficient public relations at a fraction of the time. And the industry is buying it. Enthusiastically. Without asking the one question that actually matters. What happens to the craft of PR when you engineer out the human judgment that made it work in the first place? What Media Relations Actually Was Media relations was never about sending press releases. The real work happened in conversations that never got documented. The relationship built with a journalist over three years of honest, relevant story suggestions. The ability to read a news cycle and know instinctively that today was not the day to pitch. That judgment — relational, contextual, deeply human — was the actual product that good PR firms sold. The press release was just the paperwork. Now we are replacing that judgment with algorithms. And calling it progress. The Engineering Illusion AI-driven media outreach is seductive for an obvious reason. It promises to solve PR’s most persistent problem — the inefficiency of human relationship-building at scale.An AI system can send five hundred personalized-looking pitches simultaneously. It can optimize subject lines, identify the best send time, and generate follow-up sequences automatically. On paper, this looks like progress. In practice, it is producing something that looks like PR and functions like spam. Journalists know the difference. They always have. The volume of AI-generated outreach hitting inboxes right now is not improving media relations — it is destroying it. Editors who once gave new PR contacts the benefit of the doubt now operate with a default assumption that the pitch in front of them was machine-generated and not worth their time. The industry has engineered itself into a credibility crisis and is measuring its way through it with open rate dashboards. What Gets Lost When You Automate Judgment There is a specific intelligence that great PR professionals carry that no AI system can replicate — knowing what a story actually is. Not what a brand wants to say. Not what the press release claims is newsworthy. But what has tension, stakes, and a reason for a reader to genuinely care. This is editorial judgment. It is the same intelligence that sits on the other side of the table in every newsroom. And it is what makes a PR professional valuable to a journalist — not as a content source, but as a filter. Someone who has already done the editorial work before the pitch ever arrives. AI systems do not have editorial judgment. They have pattern recognition. When PR firms replace human judgment with AI-driven optimization, they are not becoming more efficient. They are becoming less valuable — they just haven’t received that invoice yet. Where AI Actually Belongs in PRThis is not a romantic argument for keeping AI out of public relations. AI belongs in PR — but in specific, bounded roles. Research and intelligence gathering — monitoring news cycles, tracking competitor coverage, identifying emerging narratives — these deliver genuine efficiency without compromising strategic output. Let the machine read ten thousand articles. Have the human decide what it means. Content drafting as a starting point — not a finished product. AI can accelerate drafting for press releases and article outlines. But every piece of content leaving the building needs human editorial judgment applied to it. The AI draft is a first draft. Treating it as final is how brands end up with communication that is technically correct and entirely without credibility. What AI should never replace is the relationship, the editorial call, and the strategic narrative. Those are not inefficiencies to be engineered out. They are the process. The Industry Has a Choice to Make The path of least resistance is full automation — more output, lower cost, impressive dashboards. This path leads to a PR industry that is cheaper, faster, and largely irrelevant because what it produces will not be trusted by the journalists and audiences it is trying to reach. The harder path is integration with integrity. Using AI as infrastructure while protecting human capabilities — editorial judgment, relationship intelligence, narrative strategy — that cannot and should not be replaced. Media engineering is not the future of PR. It is the shortcut that looks like the future until the results arrive. The craft is not dead. But the industry needs to decide right now whether it is worth protecting.Shiva Bhavani is the Founder & CEO of Wing Communications, a strategic PR and reputation management agency working with high-growth brands across India.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Beast Industries has appointed Gaude Lydia Paez as Chief Communications Officer.Paez joins from Riot Games, where she served as Senior Vice President of Global Communications and Corporate Affairs, overseeing communications for the publisher of League of Legends.In a LinkedIn post, Paez said she has begun working with the leadership team, including CEO Jeffrey Housenbold and founder Jimmy Donaldson, and highlighted the company’s focus on content, consumer products and philanthropy initiatives such as Feastables and Beast Philanthropy.She added that she will be involved as the company expands into new content verticals, consumer products and services.Prior to Riot Games, Paez spent nearly five years at Hulu as Senior Vice President and Head of Corporate Communications. Earlier, she held senior communications roles at Fox Broadcasting Company and Yahoo.

Nissan Motor Company has appointed Jay Cooney as Vice President, Regional Communications for Nissan Americas.In this role, Cooney will lead communications across the Americas, overseeing strategy, media relations and stakeholder engagement for the region. He succeeds Brian Brockman, who is moving into a leadership role within Nissan’s global communications organisation.Cooney joins Nissan from Enviri, where he served as Chief Communications and Marketing Officer, leading global communications and brand strategy.He has previously held senior communications roles at PepsiCo, Ford Motor Company, General Motors and DaimlerChrysler.Commenting on the appointment, Christian Meunier said that Cooney brings strategic thinking and experience to support the company’s communications efforts in the region.Cooney will be based at Nissan’s Americas headquarters in Franklin, Tennessee, and will report to Meunier and Lavanya Wadgaonkar.

OATSIDE has appointed W Communications as its PR agency in Singapore as it expands into the soymilk category.As part of the mandate, W Communications will support the launch of OATSIDE’s new brand, “NOBO Soy”, and lead PR and communications efforts as the brand enters the market.Since its appointment towards the end of 2025, the agency has developed and led the earned media strategy for the launch, including engagement with local media and content creators.The campaign includes two events in partnership with Senang Supper Club for media and key opinion leaders, along with a seeding programme.Commenting on the partnership, Robin Chang, General Manager, APAC at W Communications, said the agency is working closely with OATSIDE as it expands its portfolio.He added that the mandate also involves collaboration with the agency’s influencer marketing arm, HelloFranses! Asia, for creator selection and brand alignment.Separately, in Malaysia, OATSIDE has appointed Trapper as its media agency to support its presence in the market. The partnership focuses on integrated media strategies aimed at strengthening brand awareness and consumer engagement.

Scaler, India’s leading tech education platform, today announced the appointment of Srishti Thakur as its new Group Head – Corporate Communications, further strengthening its leadership team as the company enters its next phase of growth. In this pivotal role, Srishti will lead Scaler’s integrated communications mandate across India, the US, and the UAE, working closely with the founders and leadership team to shape brand positioning, deepen stakeholder engagement, and build a cohesive narrative across diverse markets and business lines.Srishti brings nearly two decades of experience in corporate communications, public relations, and brand building, having advised both global enterprises and high-growth startups at leading PR consultancies across the country. Most recently, she spearheaded PR and Corporate Communications at Physics Wallah, where she was instrumental in building the function during a period of rapid growth and shaping the organisation’s external narrative as it prepared for its IPO journey.Her entrepreneurial journey as Co-founder and CEO of Plants Cart also provided her with invaluable insights into building from the ground up and the intricacies of consumer and brand development. Srishti is also an active mentor for early-stage startups, particularly women entrepreneurs, with a keen interest in sustainability-led ventures.“We are delighted to welcome Srishti Mathur to Scaler,” said Abhimanyu Saxena, Co-founder of Scaler. “Her deep expertise in strategic communications, coupled with her experience in scaling brand narratives for high-growth companies, will be instrumental as we expand our global footprint and reinforce our position as a leader in tech education and career transformation. Srishti's vision for a unified and impactful brand voice aligns perfectly with our ambitious goals.”“In the AI era, wherein skilling and future-readiness are paramount, Scaler's mission of bridging the talent gap and transforming careers deeply resonates with the impact I aim to create. This role presents an exceptional opportunity to bring sharper narrative thinking to a brand that is so effectively solving a critical problem at scale. I am excited to build a more consistent, cohesive voice for Scaler as we continue to empower professionals for the future of work,” said Srishti Mathur, Group Head – Corporate Communications at Scaler.Over the next 6-12 months, Srishti will focus on strengthening Scaler’s brand at a strategic level, building a clear, differentiated positioning anchored in outcomes and credibility. Her key priorities include evolving Scaler from being seen primarily as a strong edtech player to becoming a definitive voice in the future of work and tech careers globally. This will involve creating a more unified brand story, elevating leadership narratives, and ensuring consistency across markets while retaining local relevance.

Signal AI has announced the acquisition of Memo, a platform that provides readership data directly from publishers.The move will bring article-level readership insights into Signal AI’s reputation and risk intelligence platform, marking the integration of publisher-sourced readership data into an AI-driven system.Memo works with a range of global enterprises, including Google, Pepsi, Walmart, Keurig Dr Pepper and PayPal.With this acquisition, Signal AI will combine its existing analytics capabilities, including share of voice, sentiment and topic analysis, with Memo’s readership data. The integration is aimed at providing communications teams with more precise visibility into how content is consumed and how narratives impact brand reputation.The combined platform will also support monitoring and alerting capabilities by incorporating readership data, enabling teams to assess the relative impact of coverage and prioritise responses.

Paritee has appointed Elizabeth Gladwin as Chief Data and Innovation Officer.The appointment is aimed at advancing the group’s work in AI-led innovation, data-driven communications and strategic intelligence. Paritee is the parent company of PR agencies including Geelmuyden Kiese and Brands2Life.Gladwin joins from Weber Shandwick, where she led a multimarket team of insight specialists, analysts and researchers. Her experience spans audience intelligence, influencer analysis, channel analytics, measurement solutions and applied AI, with a focus on translating data science methods into scalable processes and products.In her new role, Gladwin will oversee Paritee’s AI, data, analytics and strategic intelligence functions. She will work with teams across the network to integrate analytics and automation into communications strategy, corporate advisory and brand work.The appointment builds on existing capabilities within the group, including Truth Consulting, a research and intelligence practice led by Matilda Andersson, and the Paritee AI Hub, headed by Henrik Ebbesen.“Communications today is being reshaped by AI and data, from how insight is generated, to how ideas are created, to how impact is measured,” said Gladwin.Jonas Palmqvist added that clients increasingly require a combination of creativity, communications expertise and data analysis to navigate complex environments.Gladwin will be based in London and will work across Paritee’s international network.

VFS Global has appointed Ellerton & Co. as its public relations agency for the ASEAN region.The mandate covers communications across Singapore, the Philippines, Indonesia, Thailand and Vietnam.Under the partnership, Ellerton & Co. will support VFS Global in strengthening engagement with media and key stakeholders, while streamlining public communication related to visa and consular application processes. The remit also includes promoting verified information channels and assisting with traveller communication during peak travel periods.The agency will work to ensure that VFS Global’s communications remain clear, timely and relevant across local markets as travel demand rises in the region.Headquartered in Zurich and Dubai, VFS Global works with governments and diplomatic missions to manage administrative components of visa, passport and consular services. The company operates in 167 countries with more than 4,000 application centres worldwide and has processed over 533 million applications since its founding in 2001.Ellerton & Co. was selected based on its experience in Southeast Asia’s startup ecosystem, where it has supported companies across different growth stages. The agency also has experience across finance and technology sectors, with clients including Nebius and Atome Finance.VFS Global joins Ellerton & Co.’s recent client additions, which include Ethiopian Airlines, ARCC Spaces and TADA, along with expanded mandates for existing clients such as BDx Data Centers, Kintone and Sansan.

Lockheed Martin has appointed Jenna McMullin as Senior Vice President and Chief Communications Officer, effective immediately.In this role, McMullin will lead the company’s global communications organisation. Her responsibilities include overseeing enterprise communications strategy, media relations, brand, digital engagement, employee communications and stakeholder communications.Stuart Holliday, Chief Public Affairs Officer at Lockheed Martin, said McMullin brings extensive experience in strategic communications and leadership across global organisations. He added that her appointment will support the company’s efforts in strengthening communication with employees, customers and stakeholders.McMullin has more than two decades of experience in strategic communications, reputation management and organisational leadership across the aerospace, defence and technology sectors. She began her career as a civilian public affairs officer for the Air Force.In her new role, she will work with senior leadership across the company to advance communications strategy and engagement with key stakeholders globally.Commenting on her appointment, McMullin said she looks forward to working with the communications team to support the company’s mission and strengthen how it communicates with its audiences.

Ruder Finn has acquired The Equity Group, a New York-based investor relations agency, as it looks to strengthen its capabilities in the investor communications space.The acquisition expands Ruder Finn’s offering in investor relations, particularly at a time when artificial intelligence and large language model-driven search are influencing how market-moving information is accessed and interpreted.Founded more than five decades ago, The Equity Group provides investor relations services spanning strategic advisory and execution. Its work includes investor positioning, earnings communications, analyst outreach, and engagement with the investment community through meetings, conferences and targeted programmes.Commenting on the development, Kathy Bloomgarden, CEO of Ruder Finn, said evolving investor expectations and the growing role of data-driven insights are reshaping communications. She noted that the addition of The Equity Group strengthens the firm’s ability to support clients in engaging with investors and analysts.Loren Mortman, President and CEO of The Equity Group, said the integration brings together complementary strengths, including expertise in investor relations and capabilities in AI-led communications.The Equity Group will continue to operate from its New York headquarters, with its team joining Ruder Finn to build a dedicated investor relations offering for clients globally.

Stuti Singh has joined Trosmic Sports as Director – Communications.Singh shared the update on LinkedIn, stating that she has taken on the role as part of a new phase in her career.She joins Trosmic Sports after an eight-year stint at Adfactors PR, where she most recently served as Senior Account Director. During her time at the firm, she worked across corporate communications, media relations, crisis communication and CXO profiling.Prior to that, Singh held roles at MSL Group and Edelman, where she worked on media relations, content development and client servicing.Her earlier experience includes positions at Newsmobile, Astrum - Reputation Advisory and J. Sagar Associates, spanning editorial, reputation management and communications functions.Singh began her career with roles at Imprimis PR and 6 Degrees, and has also completed internships with Hanmer MS&L, The PRactice, CNN and Deccan Chronicle.

Kiwi, has appointed Sumeet Basrani as Chief Business Officer, strengthening its leadership. The appointment comes as Kiwi shifts focus from early product adoption to large-scale distribution of credit on UPI through bank and ecosystem partnerships.Sumeet brings over 15 years of experience across cards and payments, having previously worked with organizations such as CRED, OneCard, ICICI Bank and Visa. In his last role, he played a key role in building and scaling CREDs partnerships across credit cards, payments and lending with banks and financial institutions. For Kiwi, the next phase will focus on expanding the market by enabling access to Credit on UPI to millions of Indians. The company is focused on transitioning from product strength to market scale while staying closely aligned with evolving consumer behaviour.Commenting on the appointment, Siddharth Mehta Co-founder, Kiwi said: “This is a natural next step for us. As we grow, it becomes important to have leadership that can translate market shifts into clear business and product decisions. Sumeet understands how banks, networks and consumer platforms intersect — which is exactly where Kiwi is building. His experience in scaling businesses will be critical as we take credit on UPI to a much larger audience.”Speaking on his new role, Sumeet Basrani, Chief Business Officer, Kiwi said: “ Credit on UPI is at an inflection point; early adoption is visible, but the real opportunity lies in embedding credit seamlessly into everyday payments, while expanding access to credit. Kiwi is well-positioned to lead this shift, and the next phase will be about scaling distribution and unlocking new use cases for credit.”As Kiwi continues to scale, strengthening the leadership team reflects its focus on building a more structured and future-ready organisation.

Sana Zabeen has been appointed Head of Corporate Communications, PR – Marketing at Luxor Writing Instruments Pvt. Ltd..In her new role, Zabeen will be responsible for leading corporate communications, public relations, and marketing initiatives for the company, aligning brand storytelling with business objectives.Prior to this, she was associated with Associated Broadcasting Co. Pvt Ltd (TV9), where she led PR, communication, and media relations, and also worked closely on communication and outreach for the Managing Director’s office. Her role involved managing brand communication strategies and strengthening media engagement.She also served as Head of Content & Marketing at Nikology, where she focused on building content-driven, revenue-oriented concepts while enhancing brand and leadership visibility through media coverage and recognition.Earlier in her career, Zabeen worked with Bada Business Pvt. Ltd., leading special projects and driving brand alignment through multi-channel media strategies. She also spent several years at Times Network, where she handled branded content, creating and executing marketing concepts for leading brands across platforms.With experience spanning media relations, branded content, and integrated communications, Zabeen brings a cross-functional approach to her new role at Luxor Writing Instruments.

Sylvia Dutta has joined Wow! Momo as Lead – Corporate Communications & PR, marking a new chapter in her communications career. Announcing the move, Dutta said, “I’m excited to join Wow! Momo! as Lead, Corporate Communications & PR.” Reflecting on the transition, she added, “From pizza to momos… The flavours are different. The hunger to build something meaningful, that hasn't changed one bit.”Dutta brings close to 15 years of experience in corporate communications and public relations. She joins Wow! Momo from Jubilant FoodWorks Ltd., where she spent over a decade leading corporate communications. In her role, she worked across external and internal communications, media relations, crisis communications, CSR, and digital and social media PR, contributing to the communication strategies of brands such as Domino’s Pizza India, Dunkin’ Donuts India, Popeyes, and Hong’s Kitchen.Earlier in her career, she was associated with GMR Delhi International Airport (P) Limited, where she worked in corporate communications, and began her professional journey in public relations with Grey Worldwide.At Wow! Momo, Dutta will lead corporate communications and PR for the brand, which has grown into one of India’s fast-growing homegrown QSR chains with a presence across multiple cities and formats.Expressing her enthusiasm for the new role, she said, “Excited for what’s ahead.”

French lifestyle label American Vintage has appointed London-based agency Aisle 8 to lead its communications efforts in the UK, as the brand looks to strengthen its positioning in the market.Under the mandate, Aisle 8 will oversee a comprehensive communications remit, including strategic planning, media relations and brand amplification. The partnership is designed to support American Vintage’s growth ambitions in the UK through targeted campaigns that combine market insight with creative execution.American Vintage is known for its relaxed, coastal-inspired aesthetic and contemporary wardrobe staples, catering to consumers seeking understated, everyday style. The brand operates through its e-commerce platform and continues to expand its presence across key European markets.The appointment reflects a broader effort by the brand to enhance visibility and relevance in the UK, aligning its communications strategy with shifting consumer preferences and competitive dynamics within the fashion sector.

Aimee Leabon has joined SAP as Global Co-Leader of Public Relations, where she will help lead the company’s global PR function.Sharing the update, Leabon said, “I’m delighted to share that I’ve joined SAP as Global Co-Leader of Public Relations.” She added that SAP’s “leadership in enterprise technology, its culture of innovation, and its global impact” make it an exciting time to join the organisation.In her new role, Leabon will work closely with teams across the business to shape and amplify SAP’s global brand narrative and communications strategy.Leabon brings extensive experience in global communications and brand strategy. Prior to SAP, she served as Vice President, Communications at Blackpoint Cyber and Own Company, where she led communications and digital strategy to drive brand growth and visibility.Earlier, she was Head of Global Communications at Shutterstock, overseeing global communications strategy across multiple international markets and leading earned media and thought leadership initiatives. She has also held a senior communications role at Tapestry, managing corporate media relations and global brand communications.Reflecting on her early days at SAP, Leabon said, “I’m honored to step into this role and to partner with colleagues across the business to help shape and amplify SAP’s story around the world.”

Following eight months of strategic development, PRSONAME emerges as a new AI-powered personal branding and leadership influence platform, set to redefine how executives, founders, and organizations build visibility, credibility, and influence in an increasingly digital world.Operating across key markets including the Middle East and North Africa (MENA), the United Kingdom, and India, PRSONAME introduces a unified platform that brings together public relations, corporate leadership training, and AI-powered video content creation into one seamless ecosystem. The platform is designed to address a growing gap in the market, where leaders are expected to communicate consistently, build strong personal brands, and engage audiences across multiple channels; yet often rely on fragmented services and time-intensive processes.In today’s business environment, leadership influence extends far beyond traditional roles. Executives and entrepreneurs are now expected to shape narratives, share insights, and position themselves as trusted voices within their industries. PRSONAME responds to this shift by combining artificial intelligence with strategic communications expertise and leadership development frameworks, enabling users to transform their expertise into scalable visibility and authority.PRSONAME was founded by Premal Patel and Zeina Akkawi, who bring together over 25 years of experience in the marketing sector across the region, supported by deep expertise in public relations, corporate communications, and building leadership presence and influence across global markets. The platform is further grounded in more than two decades of experience in public relations, corporate communications, and leadership positioning on an international scale.Co-Founder Premal Patel highlighted the importance of integrating leadership development with AI-driven communication tools saying: “The way organizations develop leaders is evolving rapidly, and there is a clear need for more scalable and impactful training solutions. PRSONAME’s Corporate Training AI tools provide a structured yet flexible approach to building leadership capabilities, particularly in communication, influence, and executive presence. At the same time, the AI Video Studio is a gamechanger for both individuals and organizations, allowing them to produce high-quality, consistent content on a scale. Together, these elements create a powerful platform that supports both individual growth and organizational transformation.”PRSONAME’s platform is structured around three core pillars: AI PR Tools for personal branding and media positioning, Corporate Training AI Tools designed to enhance leadership communication and executive presence, and an AI Video Studio that enables the creation of high-quality video content for thought leadership, training, and digital engagement.Commenting on the launch, Co-Founder Zeina Akkawi said: “For years, public relations has been perceived as complex, fragmented, and often inaccessible to many leaders. What we are doing with PRSONAME is redefining PR through AI making it more strategic, scalable, and aligned with how leaders communicate today. At the same time, we are introducing AI Video Studio as a powerful tool to help leaders turn their ideas into compelling visual content and enabling organizations to build consistent visibility through video. PRSONAME brings everything together into one platform, allowing leaders to move from being present to being truly influential.”PRSONAME also benefits from strategic infrastructure partnerships that support its global operations, including payment and financial solutions that enable seamless transactions across markets.By bringing together public relations, leadership training, and personal branding into a single AI-powered platform, PRSONAME eliminates the need for multiple providers and simplifies the process of building influence in today’s competitive landscape. The platform is positioned to support leaders and organizations as they navigate the evolving demands of digital communication, thought leadership, and global visibility.As artificial intelligence continues to reshape industries, PRSONAME aims to become a leading platform for leadership influence; helping individuals and organizations communicate more effectively, build stronger reputations, and scale their impact across borders.

Authored by Sonali Ramaiya, Founder of Roarrr Media & PR. A few weeks ago, I was sitting with a client during a strategy meeting. He runs a manufacturing business and was discussing how difficult it had become to generate online visibility. Like many B2B companies, his website wasn’t heavily optimised for SEO and he felt he had “missed the digital race.”In the middle of the conversation, he pulled out his phone and said something interesting. “Let me try something.” Instead of opening Google, he opened ChatGPT and typed: “Best manufacturers in India for this category.” Within seconds, the AI generated a list of companies and explained why they were known for their expertise.He scrolled through the response and then looked up at me.“My company isn’t here.”That small moment captured something far bigger.Search behaviour is quietly changing.The Shift from Searching to AskingFor almost two decades, the internet visibility game was dominated by one concept: SEO (Search Engine Optimisation). Brands invested heavily in websites, keywords, backlinks and technical optimisation to rank on Google.But the way people search for information is evolving.Instead of typing fragmented keywords into a search bar, users are increasingly asking full questions to AI tools such as ChatGPT, Gemini and Perplexity.For example, instead of searching: “manufacturers India list”, people now ask: “Which are the most reliable manufacturers in this category?”AI tools don’t just return links. They generate direct answers. And those answers are built by analysing credible information across the internet.Convenience is one reason for this shift. AI saves time by summarising information rather than forcing users to open multiple websites.But there’s another reason too.AI tools increasingly feel like advisors rather than search engines. And that changes the entire discovery model for brands. Why Many PR Agencies Initially Saw AI as a ThreatWhen generative AI first exploded, many professionals in the communications industry saw it as a potential threat.If machines could generate content, summarise news and answer questions instantly, would traditional PR lose its relevance?But something interesting is happening.Instead of replacing PR, AI search is actually reinforcing the importance of credibility and authority – the very foundations of public relations.AI models generate answers by pulling insights from trusted references across the internet.These references often include: Media coverageIndustry interviewsExpert commentary in publicationsPodcasts and panel discussionsMentions across credible platformsIn other words, AI tools rely heavily on what can be described as authority signals- credible third-party references that establish expertise. And that is exactly the territory PR has always operated in.From SEO to AEO: The New Visibility FrameworkA new concept is now emerging globally: AEO — Answer Engine Optimisation. If SEO was about ensuring your website ranked high in search results, AEO is about ensuring your brand appears in the answers generated by AI tools.The difference is subtle, but important.Traditional search engines displayed a list of websites and left users to decide which one to click.AI systems synthesise information from multiple sources and deliver a single narrative response. That response is shaped by the most credible and frequently referenced entities across the web. Which means visibility today is no longer just about optimising web pages. It’s about building recognition and trust across multiple platforms.Why AI Search Recognises Experts Before CompaniesAnother interesting dynamic is emerging.AI tools often identify experts before brands.When founders or industry leaders consistently appear in articles, interviews, LinkedIn discussions or podcasts, AI models begin associating their names with specific areas of expertise.Over time, these individuals become recognised entities within the AI knowledge ecosystem.So, when users ask questions such as: “Who are leading experts in supply chain innovation?”; “Which companies are known for advanced manufacturing processes?”; AI tools often reference people first and companies second.This is one of the reasons why founder visibility and personal branding are becoming strategic business assets. A Fresh Opportunity for Businesses That Missed the SEO RaceIronically, this shift is particularly powerful for businesses that never invested heavily in SEO.For years, large corporations with deep digital marketing budgets dominated Google search rankings. Smaller companies, manufacturers and B2B businesses often struggled to compete in that environment. AI search is still evolving. And the playing field is not defined purely by keyword budgets anymore. It is increasingly shaped by knowledge, expertise and credible presence across the internet.For businesses willing to share insights, participate in industry conversations and build visibility through credible platforms, this represents a fresh starting point. The New Discovery EngineThe emergence of AI search is also accelerating the convergence of multiple disciplines.PR, content marketing, founder branding and digital strategy are no longer separate silos. Together, they form the architecture of digital authority. Companies that want to remain visible in the AI era need to focus on: Thought leadership articlesFounder interviews and expert commentaryEducational industry contentConsistent presence across credible platformsEach of these activities builds a network of references that AI systems can rely upon when generating answers. The Question Brands Must Now AskAs AI assistants become a primary interface for information discovery, brands will need to rethink how they approach visibility.The key question will no longer be: “How do we rank on Google?”Instead, the more relevant question will be: “How do we become the most credible voice in our industry?”Because in the AI-driven discovery ecosystem, visibility will increasingly belong to those who are recognised, referenced and trusted. And that is precisely the domain where Public Relations becomes indispensable.In the age of AI search, authority is the new SEO. DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Nikita Mehta has joined Madison World as Account Controller.Mehta shared the update on LinkedIn, stating that she has taken on the new role and will be working on brands including Raymond.Prior to this, Mehta was associated with Mindshare India, part of WPP Media, where she worked for several years across strategy roles, including Strategy Manager and Strategy Executive.During her tenure, she worked on accounts such as UltraTech Cement, Castrol, SBI Life Insurance, JSW Group, ICICI Group, Kellogg's and Disney Studios. Her responsibilities included media strategy, supporting new business pitches and working on internal tools and award processes.

Kainoa Blaisdell has rejoined FTI Consulting as Managing Director within its Strategic Communications segment.Blaisdell is part of the firm’s global financial communications and special situations practice. His role includes advising on financial communications, investor relations, stakeholder engagement, government affairs, as well as crisis and reputation management, primarily for clients in financial services and alternative investments.He will also support the firm’s capabilities in private markets and event-driven situations, including transactions, restructurings, litigation and crisis communications.Blaisdell said he looks forward to working with regional and global leadership teams to advise clients during periods of transformation and crisis.Tom Evrard, Senior Managing Director and Head of Southeast Asia Strategic Communications at FTI Consulting, said Blaisdell’s experience in financial communications and special situations will support the firm’s advisory capabilities across the region.Prior to rejoining FTI Consulting, Blaisdell was with Sandpiper, where he served as financial practice lead for APAC. He had earlier spent two years at FTI Consulting as Managing Director, working across financial communications and special situations, including investor relations, M&A, restructuring and shareholder activism.His experience also spans roles across investment research, journalism and private wealth management in Europe and Asia Pacific.

Ruder Finn Era has appointed Pawares Wongpethkao as managing director for Thailand.Wongpethkao brings over 15 years of experience across corporate and regional agency environments. Prior to joining the firm, he led corporate communications and customer experience transformation at Mazda Sales Thailand. He also served as deputy head of corporate communications and strategic planning at SC Asset Corporation.Earlier in his career, Wongpethkao held the role of chief digital officer at Vero, where he worked across Southeast Asia.At Ruder Finn Era, he will lead the Thailand business as part of the agency’s ongoing expansion in the region.Commenting on the appointment, Anthony Larmon said Thailand continues to be an important market for brands, with evolving communications needs shaped by changing consumer and business dynamics.Wongpethkao added that organisations are increasingly seeking integrated communications approaches that combine local relevance with regional scalability.

Swiss Military has appointed Compass Communications as its strategic communications partner in India.The partnership comes as the brand focuses on strengthening its presence in the luggage and travel accessories segment. Swiss Military is streamlining its portfolio to prioritise key categories including luggage, bags and travel accessories.According to Anuj Sawhney, Managing Director at Swiss Military, the brand aims to align its offerings with evolving travel needs while maintaining a focus on functionality and premium design.Compass Communications will handle the brand’s communications mandate, supporting its positioning and outreach in the Indian market.Rafi Q Khan, Co-founder at Compass Communications, said the agency will work on building visibility for the brand’s travel portfolio in India.The agency has experience working with consumer goods and home brands, and currently serves clients across multiple Indian cities.

In an ecosystem defined by overflowing inboxes, algorithm-driven visibility, and rapidly shrinking attention spans, public relations is undergoing a structural reset. The traditional playbook—built on persistence, scale, and frequency—is losing relevance. In its place, a more disciplined, insight-led approach is emerging, where credibility, contextual relevance, and human connection determine success.At the heart of this shift lies a simple but powerful recalibration: relationships with journalists and influencers are no longer transactional—they are strategic, long-term, and rooted in trust. As the media landscape fragments and competition for attention intensifies, PR professionals are being forced to rethink not just how they pitch, but how they engage.Industry leaders including Anand Prakash (Adfactors PR), Mansi Sheth (Veritas PR), Yashoda Sharma (Communication Casa), and Paromita Ghosh (Candid by Paromita) converge on a clear consensus: relevance—not reach—is now the defining currency of effective media relations.From Transactional Outreach to Trust-Led EngagementFor Anand Prakash, the foundation of any meaningful media relationship begins with respecting the journalist’s craft—an aspect often overshadowed by the pressure to deliver visibility metrics.He argues that volume-driven outreach has become counterproductive in a saturated media environment. Instead, PR professionals must invest in understanding editorial priorities, tracking journalists’ work, and engaging in ways that extend beyond immediate pitching needs. Consistency, when practiced without intrusion, fosters familiarity—and over time, trust.Crucially, Prakash points to a counterintuitive insight in a digital-first era: offline engagement retains disproportionate value. Informal, in-person interactions—whether at industry events or over brief meetings—often accelerate relationship-building in ways that prolonged digital exchanges cannot replicate.When it comes to influencers, the paradigm shift is even more pronounced. Engagement is moving away from transactional “collaboration requests” toward deeper creative alignment, where understanding content style, audience behaviour, and brand ethos becomes essential. The underlying principle is clear: meaningful connections emerge when individuals feel understood, not targeted.The Long Game: Why Authentic Relationships Take TimeMansi Sheth reinforces the idea that strong media relationships cannot be engineered through short-term tactics. Instead, they evolve gradually, often over months or even years.Her perspective challenges a common industry tendency to engage only when there is an immediate ask. By contrast, she advocates for “no-agenda interactions”—conversations and engagements that are not tied to a pitch or deliverable. These moments, while seemingly low-yield in the short term, lay the groundwork for credibility and rapport.The payoff is significant. When trust exists, conversations shift fundamentally: they begin not with a pitch, but with context and mutual understanding. In such scenarios, access is not negotiated—it is extended.Execution Matters: Personalisation as a Competitive AdvantageWhile strategy sets direction, execution determines outcomes. Yashoda Sharma highlights personalization as one of the most underutilized yet high-impact levers in modern PR.Generic, mass-distributed emails, she notes, are increasingly ineffective. Instead, successful outreach requires a granular understanding of a journalist’s or influencer’s body of work. Referencing specific articles, themes, or content styles signals intent and effort—two factors that significantly improve engagement.Sharma also underscores the importance of proactive, low-friction engagement on platforms like social media. Thoughtful interactions—such as commenting on or sharing relevant content—help build familiarity over time, making eventual outreach more organic and less intrusive.Equally important is the principle of value-first engagement. Whether through exclusive data, unique insights, or well-considered collaboration ideas, offering something useful upfront shifts the dynamic from solicitation to contribution.Her observation from on-ground experience reinforces a recurring theme: informal, human interactions often serve as inflection points, turning casual exchanges into durable professional relationships.Precision Over Scale: A Strategic ResetWith over two decades of experience, Paromita Ghosh offers a blunt assessment of the industry’s biggest challenge: irrelevance, not volume.Her critique targets the persistence of “spray-and-pray” tactics, which prioritize scale over substance. In contrast, she advocates for a sharply focused approach where a handful of highly targeted, insight-rich pitches consistently outperform mass outreach.For Ghosh, the role of PR professionals must evolve from information distributors to value creators. The most effective practitioners, she argues, are those who enhance a journalist’s ability to tell a compelling story—by providing access, surfacing exclusive data, or offering perspectives that are otherwise difficult to obtain.Despite rapid changes in platforms and formats, she maintains that the core principles of media relations remain unchanged: respect, consistency, and relevance.What Makes a Pitch Work TodayAcross the board, there is strong alignment on what differentiates effective pitches in today’s environment. Three elements stand out as non-negotiable: relevance, clarity, and timeliness.A successful pitch must immediately answer a critical question: why does this story matter now? Without a clear and compelling answer, even well-crafted communication risks being ignored.Equally important is reducing friction for the recipient. Clear structure, concise messaging, and ready-to-use information increase the likelihood of engagement by minimizing the effort required to act.An audience-first mindset is another defining characteristic. The most effective pitches are not built around what brands want to say, but around what journalists need to tell their audience. This shift in perspective often determines whether a pitch is opened—or overlooked.Finally, simplicity and alignment play a decisive role. Messaging that is direct, tailored, and free of excessive promotional language resonates far more effectively. As Ghosh succinctly puts it: the best pitches do not sell—they serve.The Bigger Shift: PR as Relationship CapitalTaken together, these insights point to a broader transformation in the PR industry. Success is no longer driven by how widely a message is distributed, but by how meaningfully it is received.In a landscape where attention is scarce and credibility is hard-earned, relationships themselves are becoming a form of capital—built slowly, sustained through consistency, and activated through trust.For PR professionals, the implication is clear: the future belongs not to those who pitch the most, but to those who understand the most. 

Urbaine has acquired Front Communications in a merger that strengthens its presence in Australia’s property and infrastructure communications sector.The Brisbane-based consultancy, led by Managing Partners Sarah Dixon and Anita Kharbanda, said the acquisition aligns with its long-term growth plans.Dixon noted that the addition of Front Communications brings expanded capabilities and complements areas already identified for growth. She added that the incoming team contributes additional expertise and established client relationships.Kharbanda said the merger includes the transition of both people and clients into Urbaine, enhancing the agency’s combined offering across strategic advisory, stakeholder engagement, public relations and issues management.Front Communications founder Greg Bourke said the move provides clients with access to a broader team and expanded services.The acquisition follows a period of activity for Urbaine, which has also added new hires, including Group Director Linda O'Sullivan.

MMTC-PAMP, has announced the appointment of Rachna Jindal as the Chief Financial Officer (CFO), strengthening its leadership team as part of the company’s commitment to building a future-ready and high-performing organisation.With over 25 years of extensive experience in finance, treasury, supply chain, and business transformation verticals, Rachna will lead the Finance function at MMTC-PAMP, driving financial governance, strategic planning, capital allocation and profitability. She will report to Mr Samit Guha, Managing Director & CEO, MMTC-PAMP. Furthermore, to bring operational synergies, she will also be leading the Supply Chain function at the company.Speaking about her appointment, Samit Guha, Managing Director & CEO, MMTC-PAMP, said, “Rachna brings a wide range of experience across finance with supply chain and business transformation experience, making her an ideal and transformative leader for us. Her cross-industry experience across manufacturing, consumer businesses and multinational environments will be instrumental as we strengthen governance, enhance supply chain integration and scale our growth agenda. We are confident that her leadership will further reinforce MMTC-PAMP’s strategic plan and long-term value creation.”Commenting on her latest appointment, Rachna Jindal, Chief Financial Officer, MMTC-PAMP, said, “I am pleased to join MMTC-PAMP a leader in the Precious metal ecosystem in India. The company’s commitment to excellence, governance, transparency and innovation aligns closely with my overall professional experience. I look forward to working with the leadership team to build robust financial frameworks, drive operational efficiencies and support the company’s next phase of sustainable growth.”Previous to her recent appointment, Jindal served as CFO and Supply Chain Head, India at Yara International, leading financial governance, strengthening audit and analytics frameworks, and enhancing supply chain agility through improved tracking, tracing and anti-counterfeiting initiatives. Prior to Yara, Rachna was CFO at Farmley, a direct-to-consumer food start-up, where she gained hands-on experience in e-commerce, omni-channel distribution, Series B fundraising, treasury management and NBFC-led debt financing. As Senior Vice President, Finance and Accounts, at Jindal Poly Films Limited, a listed Indian packaging manufacturer (part of the BC Jindal Group), she led a large team in accounts and finance, gaining exposure to capital restructuring, fund raising, ESG roadmap and business acquisition projects.Her longest stint, nearly 14 years at Pernod Ricard India, saw her gaining experience across corporate accounting, internal audit, taxation and treasury, before serving as Finance Controller for supply chain and manufacturing, overseeing large-scale operations across multiple warehouses and production units. Additionally, she had held leadership roles with organisations such as Honda and Alcatel.Rachna is a qualified Chartered Accountant and a Commerce graduate from the University of Delhi. Outside of work, she is the State President of Haryana Finance Council, Women’s Indian Chamber of Commerce and Industry (WICCI), a premier National Business Chamber for Women in India.has announced the appointment of Rachna Jindal as the Chief Financial Officer (CFO), strengthening its leadership team as part of the company’s commitment to building a future-ready and high-performing organisation.With over 25 years of extensive experience in finance, treasury, supply chain, and business transformation verticals, Rachna will lead the Finance function at MMTC-PAMP, driving financial governance, strategic planning, capital allocation and profitability. She will report to Mr Samit Guha, Managing Director & CEO, MMTC-PAMP. Furthermore, to bring operational synergies, she will also be leading the Supply Chain function at the company.Speaking about her appointment, Samit Guha, Managing Director & CEO, MMTC-PAMP, said, “Rachna brings a wide range of experience across finance with supply chain and business transformation experience, making her an ideal and transformative leader for us. Her cross-industry experience across manufacturing, consumer businesses and multinational environments will be instrumental as we strengthen governance, enhance supply chain integration and scale our growth agenda. We are confident that her leadership will further reinforce MMTC-PAMP’s strategic plan and long-term value creation.”Commenting on her latest appointment, Rachna Jindal, Chief Financial Officer, MMTC-PAMP, said, “I am pleased to join MMTC-PAMP a leader in the Precious metal ecosystem in India. The company’s commitment to excellence, governance, transparency and innovation aligns closely with my overall professional experience. I look forward to working with the leadership team to build robust financial frameworks, drive operational efficiencies and support the company’s next phase of sustainable growth.”Previous to her recent appointment, Jindal served as CFO and Supply Chain Head, India at Yara International, leading financial governance, strengthening audit and analytics frameworks, and enhancing supply chain agility through improved tracking, tracing and anti-counterfeiting initiatives. Prior to Yara, Rachna was CFO at Farmley, a direct-to-consumer food start-up, where she gained hands-on experience in e-commerce, omni-channel distribution, Series B fundraising, treasury management and NBFC-led debt financing. As Senior Vice President, Finance and Accounts, at Jindal Poly Films Limited, a listed Indian packaging manufacturer (part of the BC Jindal Group), she led a large team in accounts and finance, gaining exposure to capital restructuring, fund raising, ESG roadmap and business acquisition projects.Her longest stint, nearly 14 years at Pernod Ricard India, saw her gaining experience across corporate accounting, internal audit, taxation and treasury, before serving as Finance Controller for supply chain and manufacturing, overseeing large-scale operations across multiple warehouses and production units. Additionally, she had held leadership roles with organisations such as Honda and Alcatel.Rachna is a qualified Chartered Accountant and a Commerce graduate from the University of Delhi. Outside of work, she is the State President of Haryana Finance Council, Women’s Indian Chamber of Commerce and Industry (WICCI), a premier National Business Chamber for Women in India.

Artha Group, one of India’s most active and diversified early-stage investment firms backed by the family office of Ashok Kumar Damani, has formally mandated Madchatter Brand Solutions as its official PR and strategic communications partner. The appointment makes Madchatter Brand Solutions the agency of record responsible for Artha Group's communications across its venture capital and fund investment verticals.Through this engagement, Madchatter Brand Solutions will manage public relations, media relations, thought leadership, and strategic communications for Artha Group, including narrative development for its individual fund verticals, leadership positioning across the organisation, and communications support for select portfolio companies at early and growth stages.“Artha represents a new generation of capital, deeply involved, outcome-oriented and committed to building enduring businesses,” said Kapil Daryani, COO, Madchatter Brand Solutions. “We are rooted in making sophisticated investment theses legible to stakeholders, so they sit at the intersection of Artha's conviction, portfolio traction and market leadership. We ensure Artha's story and those of its early-stage founders are told with the context, precision and the global relevance it deserves.”Madchatter Brand Solutions secured the mandate following a rigorous, multi-firm evaluation process, a reflection of the same standards of deliberation and long-term thinking that define how Artha approaches every strategic decision.“At Artha, we view communications as a strategic function that must align deeply with who we are and what we are building. It is not about visibility for the sake of it, but about credibility, intent, and consistency over time. Our decision to partner with Madchatter Brand Solutions was driven by a shared understanding of this philosophy. Their ability to appreciate nuance, exercise restraint, and build narratives with purpose stood out through the process,” said Sandesha Jaitapkar, COO, Artha Group.Built on the foundation of Artha India Ventures, the single-family office of Ashokkumar Damani, Artha Group has evolved into a multi-asset investment platform spanning venture capital, renewable energy, and fund investments. Since its inception, it has backed 135+ startups with 34 successful exits such as OYO Rooms, Rapido, Purplle, LenDenClub and Karza Technologies. The platform now encompasses Artha Venture Fund, India's first SEBI-registered microVC platform sponsored by a family office; Artha Select Fund, a winners-focused fund that doubles down on breakout companies from the portfolio and Artha Continuum Fund, a family-office-focused syndicate fund for growth-stage investmentsThe engagement also extends to strategic communications support for Artha's portfolio companies, reflecting the platform's broader commitment to value creation beyond capital deployment and supporting portfolio companies with the operational and strategic resources they need to scale effectively.