Current Global MENAT, part of the Middle East Communications Network (MCN), has appointed Luanne D?ÇÖSouza as its new Account Director, marking a pivotal step in the agency?ÇÖs expansion journey.Bringing over a decade of experience, Luanne has a proven track record of delivering award-winning, social-first campaigns for high-profile brands such as Rolls-Royce, Amazon Prime Video, Al-Futtaim Automotive, and Marriott Bonvoy. At Current Global MENAT, she will oversee a diverse portfolio that includes New Balance, Dubai Holding Entertainment, and Heinz. Her previous roles span respected organizations like Sticky Ginger, Art Dubai, and Sweetwater MEA.Peter Jacob, Managing Director of Current Global MENAT, expressed his enthusiasm for the hire: "We launched Current Global MENAT to redefine what a future-focused, earned-first agency looks like in our region. Luanne?ÇÖs expertise in social and influencer strategies aligns perfectly with our vision of creating human-first connections. Her energy and fresh perspective will be invaluable as we continue to deliver for our clients and expand our offerings."Reflecting on her appointment, Luanne D?ÇÖSouza said: "Joining Current Global MENAT is an exciting step in my career. The team?ÇÖs earned-first approach, innovative mindset, and impressive roster of clients set them apart. I?ÇÖm eager to contribute to their award-winning legacy and help shape 2025 as a defining year for the agency."Since its launch just three years ago, Current Global MENAT has established itself as a powerhouse in the region, blending the strategic capabilities of a global agency with the agility of a boutique firm. The agency?ÇÖs accolades include PRCA MENA and PRCA Platinum Small Agency of the Year 2024, 14 wins at the MEPRA Awards, and certifications such as Great Place to Work and Best Mental Health Support in PR at the mentl Awards.With Luanne?ÇÖs addition, Current Global MENAT continues its mission to elevate the role of social, influencer, and earned media strategies in driving impactful, conversation-led campaigns across the Middle East and North Africa.

In this role, Ramkumar will lead the company?ÇÖs external and internal communications strategy in India & globally (especially in markets such as the US and the UK).Ramkumar has more than twenty years of experience in public relations and corporate communications. He has demonstrated success in crisis management, media relations, strategic leadership, and stakeholder engagement. His career highlights include a transformative tenure as Senior Vice President at Ujjivan Small Finance Bank, where he played a key role in elevating the brand into one of India?ÇÖs leading mass-market banks among SFBs.Ramkumar has also held leadership positions at Ketchum Sampark (Omnicom Group) and a Senior Managerial position at Glenmark Pharmaceuticals, driving impactful communication strategies and business growth. He holds public relations and advertising degrees and an MMM in marketing from Jamnalal Bajaj Institute of Management Studies.

Authored by Jyotsna Dash Nanda AVP, Corporate Communications DS GroupInfluencer marketing has revolutionized the landscape of public relations, transforming how brands connect with their target audiences. This shift from traditional advertising to leveraging the influence of digital personalities has become a cornerstone of successful PR campaigns. And it is only growing.Social media platforms have empowered a these influencers, almost like celebrities, who wield significant control over their followers. Recognizing this potent force, brands are increasingly collaborating with these digital personalities to tap into their engaged audiences.One of the key advantages of influencer marketing is its ability to humanize brands. Unlike traditional advertising which is one way, which can often feel impersonal and inauthentic, influencer marketing allows brands to connect with audiences on a more personal level. Influencers seamlessly integrate brand messages into their content, making them feel like genuine recommendations. This resonates with audiences who are increasingly wary of overt advertising.Building strong relationships with influencers is now paramount for PR professionals. Instead of solely relying on mainstream media, they are recognizing the value of collaborating with digital influencers who can shape public opinion. Crafting compelling narratives that resonate with both influencers and their audiences has become a crucial skill in the modern PR toolkit. There was a time when we did test drives with select media spanning 2/3 days. Today the scenario has changed and its spread across 5 days with digital influencers gradually taking centrestage.The rise of micro-influencers ?Çô those with smaller but highly engaged and relevant followings ?Çô has further democratized influence. These influencers often have niche audiences, allowing brands to target specific demographics with precision. This personalized approach ensures that the right message reaches the right audience at the right time.India, with its burgeoning middle class and rapid digitization, presents a significant opportunity for influencer marketing. The Indian retail market is poised for substantial growth, with Tier II and III cities emerging as key growth hubs. To effectively reach consumers in these markets, brands need to identify and collaborate with local micro-influencers who have strong connections with these communities.Measuring the impact of influencer marketing campaigns is crucial. PR professionals are utilizing data analytics to track reach, engagement, and overall campaign effectiveness. This data-driven approach allows for continuous optimization and ensures that future campaigns are more targeted and results-oriented.Influencer marketing is not merely a trend; it's an integral part of modern PR strategy. By selecting the right influencers, fostering genuine relationships, and leveraging data analytics, PR professionals can effectively champion their brand's vision and drive business growth.As social media continues to evolve, PR professionals must remain agile and adapt their strategies to harness the power of emerging influencers. The future of successful brand communication lies in understanding that influencers are not just conduits for brand messages, but strategic partners in shaping narratives

RPG Group, one of India?ÇÖs leading and most diversified conglomerates, is pleased to announce the appointment of Sunaina Jairath as Vice President - Group Brand & Communications.Reflecting on the journey to this new role, Sunaina shares, "2024 was a year of big emotions, adrenaline highs, and disruptions. It was a time of farewells and new beginnings, filled with both challenges and opportunities. Now, 2025 brings with it a fresh chapter ?Çô a new city, a new role, and a promise to bloom where I?ÇÖm planted. I couldn?ÇÖt think of a better place to embody this than at RPG Group, where happiness is not just a tagline but a core organizational value."As the custodian of Group Brand & Communications, Sunaina aims to champion authenticity, accountability, and audacity, aligning with RPG?ÇÖs vision of fostering a culture of happiness, sustainability, and innovation. In this leadership role, Sunaina will oversee the group?ÇÖs brand strategy and communications, enhancing RPG?ÇÖs narrative across its diverse portfolio of businesses, including CEAT, KEC International, Zensar Technologies, and RPG Life Sciences.

SW Strategies, a public relations and strategic communications firm with client interests in Southeast Asia, has announced the appointment of Anh Thu Lai as its first full-time public relations hire in Vietnam. Based out of Ho Chi Minh City, Anh began her role on 2 January 2025.Anh?ÇÖs role will support SW Strategies?ÇÖ outreach demands in the Vietnamese market for clients while expanding the company?ÇÖs services to clients across the region and her appointment will help meet SW Strategies?ÇÖ client demands in Vietnam, contributing to the company?ÇÖs goals of delivering impactful communications advisory and support throughout the ASEAN region.Anh began her career in communications with a focus on public relations, content development, and media relations. She has a proven track record in creating and executing PR strategies, organising events, and managing social media platforms.Her expertise includes content creation, campaign optimisation and a knowledge of the Vietnamese media landscape. She holds a degree in Media & Communications from Victoria University of Wellington.?Ç£I am excited to be able to join a team of experts based within Southeast Asia. Working beyond borders for our clients with my team-mates who are all in major markets within the region is truly significant as I develop my skills as a PR practitioner,?Ç¥ said Anh.Over the last 12 months, SW Strategies has significantly expanded its presence throughout Southeast Asia, with full-time colleagues now based in Singapore, Kuala Lumpur, Jakarta, Manila, Bangkok and now in Ho Chi Minh City.The firm is servicing clients in multiple sectors which include tech, property, hospitality, esports, non-profits among others.?Ç£There has been a spike in demand for media outreach and public relations support within Southeast Asia,?Ç¥ said SW Strategies Managing Director Jose Raymond.?Ç£Anh Thu Lai?ÇÖs addition to our team further emphasises our commitment to delivering exceptional PR and strategic communications services while solidifying our presence in the regional market.?Ç¥

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Dolly Tayal, Managing Director, Burson Genesis, delves into the PR industry and the Indian economy as a whole. She discusses the trends and developments that shaped the industry during the year, along with Burson Genesis?ÇÖ performance in 2024. Tayal also sheds light on the trends, innovations, and developments expected to dominate the PR industry in the coming year, as well as the headwinds and tailwinds she foresees.PR industry and Indian economy as a wholeThe year 2024 was a critical one for us as India emerged as a significant economic and geopolitical power and the fastest-growing major economy in the world. Currently, our country?ÇÖs economy is at the convergence of strong growth and moderating inflation. The General Elections have also resulted in a third consecutive term for the government, making it one of the most stable periods for governance for the country. All this has had a cascading effect on India?ÇÖs economy.Offering a glimpse into India?ÇÖs promising future, the World Bank mentioned that the economy is growing at a healthy pace while navigating seamlessly through global crises. I think the word ?Çÿresilient?ÇÖ aptly defines India?ÇÖs economic growth trajectory, and 2025 will be a testament to the same. Smoothly overcoming the pitfalls, India is poised for growth and prosperity in the coming year and beyond. PR Industry?ÇÖs performanceNever has there been a more critical need for the PR and communications sector than now. Given the growth opportunities for businesses in India and the evolving landscape of multiple stakeholders, we are in the right industry at the right time. With so much influx around the world, there is a lot of pressure on companies to build and protect their reputation capital. Gone are the days when you could take a linear approach to communications. You have to operate with a multi-stakeholder approach. And the sector in India is continuously building capabilities and capacities to do that, in terms of messaging as well as channels.Key trends and developments that dominated 2024Among the many trends shaping the PR and communications landscape in 2024, three remarkable developments that stand out are: an increased influence of technology, the evolution of storytelling to engage target audiences and crisis management.AI has fundamentally changed the way we work in the industry. One aspect of it is generative AI, which has opened new opportunities for creating content in various formats. The other, bigger aspect comes from AI-driven data analytics. By enabling data-driven decision-making, leveraging algorithm-driven insights, seeking content suggestions, ensuring personalisation of campaign strategies and more, AI is helping reinvent PR and communications. And this year showed us that it is here to stay.Today, PR is more than just telling stories; it is about creating engaging experiences that audiences will want to return to frequently. It?ÇÖs about participating in or experiencing the story.We have also seen reputation management emerging as a key element of PR this year. Today, when information travels at lightning speed, fake news and rumours can spread rapidly and threaten to bring down carefully built brands. This is where the role of effective crisis management comes into play. It is not an ?Çÿif?ÇÖ but a ?Çÿwhen?ÇÖ and AI is proving to be a powerful ally in navigating these complexities.Burson Genesis performance in 20242024 was truly a landmark year for us marked by two significant milestones: the formation of Burson and celebrating our 32-year-old journey in India.The transition to Burson has been a truly remarkable experience because it has infused new energy into our people. It stands as the global leader in communications, purpose-built to help clients create value through reputation. We have a truly global company which is not just a company with offices across the globe. The level of global collaboration we have here is unprecedented. We combine exceptional communications expertise, AI-first technologies and creative firepower to build reputation and continually reinvent how it?ÇÖs done.Our 32nd Founder?ÇÖs Day was all about commemorating our legacy and seasoned expertise. Moreover, with our teams?ÇÖ bold, bright and cut-through creative work, we won 80 awards this year across PR, marketing and digital platforms in India and APAC. We also had some big business wins and became the strategic communications partner for some of the prominent industry players. All in all, it was a truly momentous year, and we are hoping 2025 will be even better and brighter.PR trends, developments, innovations in 2025The International Monetary Fund (IMF) has predicted that India will become the fourth-largest economy in the world in 2025, surpassing Japan. That, combined with key bilateral and multilateral alignments, reforms in the trade policy and global emphasis on diversification, including a China+1 strategy, place India in an advantageous position in the global landscape. India?ÇÖs continued focus on infrastructure investments, growing domestic consumption and rising soft power only add to this position. The vision of Viksit Bharat (Developed India) by 2047 brings all this into perspective and sets the country on a path where it uses its growing economic strength, geopolitical equity and cultural heritage to help India shed its ?Çÿdeveloping?ÇÖ tag.The public relations sector in the country has to both support as well as facilitate this forward movement. The multiple stakeholders who will bring alive this growth story will need to be engaged with bold and persuasive integrated communications with public affairs, ESG communications, employee communications, creative content and of course, AI-driven data analytics and intelligence.Expectations from 2025As Burson, we are committed to building and protecting reputation. Our focus this year will be on building a unique proposition for our three brands ?Çô Burson Genesis, Hill & Knowlton and GCI Health India. With our expert team and focus on innovation and creativity, we are confident we will develop strategies that create reputational capital for our clients with unrivalled intelligence, innovation and impact.Burson is investing heavily in learning and development initiatives so that our people are not just equipped for today but become future-ready as well. Its growth mindset ensures the team has access to an environment that thrives on constant learning. Our one-of-its-kind initiative, Burson India School of Learning, has been pivotal in nurturing talent for two decades now. What started as an initiative to support the people within the organisation is now making significant strides in contributing to the industry?ÇÖs growth as well.Headwinds and tailwinds expected in 2025In 2025, the public relations landscape in India will see increased competition and the challenge of maintaining authenticity amid continued technological changes, particularly with AI integration. There will be increased scrutiny on businesses to deliver on ESG mandates while ensuring growth. The communications will need to deliver both counsel and content to help businesses with that.Conversely, tailwinds will arise from the rise of hyper-personalisation in campaigns and the growing importance of purpose-driven communication, which aligns with consumer values.At Burson, we view these challenges as learning opportunities. We are confident we will be able to navigate all the complexities and capitalise on emerging opportunities for growth, just like we have been doing over the years.

The public relations (PR) landscape in India, like the global market, is undergoing significant transformation as we step into 2025. With the convergence of economic pressures, technological advancements, and changing consumer and media dynamics, PR professionals face both challenges and opportunities. The rise of PR professionals and the decline of journalists have created a competitive space that demands sharper storytelling, deeper relationships, and innovative approaches. Media houses in India, much like those in the West, have seen journalist layoffs, leading to smaller teams covering more beats. As a result, PR campaigns must stand out by offering exclusive, well-researched stories rather than generic pitches. Personal connections with journalists, niche expertise, and high-quality data are now vital to securing coverage. Moreover, journalists are increasingly sourcing stories from platforms like X and LinkedIn, requiring PR professionals to stay active and engaged on these channels.In India, the use of video as a core component of PR campaigns is becoming essential. With affordable data and smartphones, video content reaches audiences in Tier 2 and Tier 3 cities effectively, transcending language barriers and fostering deeper engagement. Platforms like Instagram, YouTube, and regional apps such as Inshorts-Public App making video a preferred format for many media outlets and consumers. PR professionals can enhance their campaigns by integrating short, impactful videos that illustrate their narratives, whether through on-ground impact visuals for sustainability initiatives or customer testimonials for product launches.The Indian market?ÇÖs emphasis on purpose-driven campaigns is also growing. Consumers and media alike are rewarding brands that prioritize sustainability, ethics, and societal value. Many large companies  have demonstrated how aligning business goals with larger societal issues, such as renewable energy or plastic neutrality, can create narratives that resonate deeply with audiences. For PR professionals, this means crafting stories that highlight not just what a brand offers but what it stands for.As the industry evolves, the focus has shifted from quantity to quality. Media lists are shorter, but relationships with journalists are more meaningful. The reliance on data and insights, coupled with personalized, authentic storytelling, is now essential. As PR professionals compete for shrinking media real estate, the ability to adapt to these changes, embrace digital tools, and build trust with journalists will be critical to thriving in 2025 and beyond.

JonoJug Communications Pvt Ltd, a new-age public relations and integrated communications firm, officially announces its launch today, bringing a distinctive approach to the communications landscape. Spearheaded by Khamsang Phukon, a seasoned PR leader with over 12 years of experience, the new entrant in the industry is set to redefine how brands engage with audiences by offering innovative solutions tailored to the expectations of today?ÇÖs dynamic markets.JonoJug Communications is rooted in the ethos of authentic connections, as its name draws inspiration from the Assamese term "JonoXonjug," meaning "connecting with people." The agency intends to bridge the growing gap between traditional PR practices and the expectations of new-age businesses by establishing impactful relationships by crafting stories that resonate deeply with audiences. Its suite of services includes PR, Strategic Consulting, Crisis Communication, Influencer management, Spokesperson Training, and Digital PR?Çöofferings that are specifically designed to address the evolving challenges faced by modern brands.Khamsang Phukon, Founder & CEO of JonoJug Communications, shared her thoughts on the agency?ÇÖs launch: ?Ç£Over the years, I have witnessed the PR industry undergo transformative changes, driven by the unique challenges and ambitions of modern brands. JonoJug Communications is a result of these learnings and experiences?Çöa platform that seeks to offer brands a voice that is clear, engaging, and impactful. The name ?ÇÿJonoJug?ÇÖ holds personal significance for me, reflecting my belief in the power of human connection, which lies at the heart of everything we do. Our journey begins today, but our vision is long-term: to help brands craft narratives that are not only compelling but also meaningful in building trust and lasting relationships.?Ç¥JonoJug?ÇÖs strength lies in its dedicated team of skilled professionals who bring years of experience across diverse industries, including consumer tech, FMCG, education, startups, lifestyle, hospitality, real estate, fintech and more. Their deep understanding of the changing PR landscape, combined with a passion for innovative solutions, enables JonoJug to efficiently cater to the evolving needs of brands. This collective expertise empowers the agency to craft strategies and campaigns that not only resonate with target audiences but also deliver tangible results.Unlike traditional PR firms, JonoJug Communications is focused on addressing pain points unique to the current market. These include the need for data-driven strategies, precise storytelling, and digital integration. It places emphasis on compelling narratives that resonate deeply and strategies informed by modern communication trends. With its experienced team and a commitment to meaningful connections, JonoJug is poised to redefine how brands connect with their audiences in an increasingly competitive environment.

Confiance Communications, an integrated communications agency known for its expertise in brand-building across genres and scales, has secured the PR mandate for Beyond Appliances, an emerging pioneer in India's smart kitchen appliances sector. Building on the legacy of Mukunda Foods' expertise in commercial kitchen automation, Beyond Appliances is transforming Indian kitchens through its advanced product portfolio, including the AI-powered Orion Kitchen Chimney and versatile Dorado Convertible Hobtop.Under this mandate, Confiance Communications will spearhead Beyond Appliances' comprehensive communications strategy, focusing on amplifying the brand's tech-forward approach and market leadership in the smart kitchen solutions space. The agency will develop strategic narratives highlighting Beyond Appliances' journey and emphasising its commitment to transforming Indian kitchens through cutting-edge technology. Confiance will focus on showcasing Beyond Appliances' product features, technological excellence, and vision for the future of Indian kitchens.Bushra Ismail, Founder & Chief Strategist Confiance Communications, said: ?Ç£Beyond Appliances represents the perfect fusion of advanced technology and everyday utility in Indian kitchens. We are excited to partner with them at this transformative juncture, wherein the brand can benefit from our strategic storytelling prowess. Through this partnership, the brand will be recognised for its unique approach to making premium kitchen technology accessible and meaningful for Indian homes. Our focus will be on showcasing their technological innovations that address everyday kitchen challenges while positioning them as pioneers shaping the future of smart kitchen solutions in India.?Ç¥Eshwar K Vikas, Co-Founder & CEO, of Beyond Appliances, said: ?Ç£As we expand our smart kitchen ecosystem across India, partnering with Confiance Communications strengthens our mission to transform Indian kitchens. Their nuanced understanding of technology brands and proven expertise in the consumer space align perfectly with our vision to bring professional-grade technology into everyday homes. Through this collaboration, we aim to showcase how our solutions make sophisticated kitchen technology accessible and meaningful for India's increasingly tech-savvy homeowners.?Ç¥Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has established a strong foothold as one of India's most reliable and outcome-driven PR agencies, particularly within the startup and venture capital ecosystems. The agency has an exceptional track record of catapulting the media and digital presence of over 90 organisations in India and abroad. Confiance's esteemed clientele includes notable brands like The Quorum Club, Leo Capital, Nutrabay, Turkiye Tourism, Salad Days, Transition VC, Bureau ID, Hoi, PlanetSpark, and Khyaal, among other distinguished names. Additionally, the agency has successfully partnered with listed entities such as TIL Limited, ProcMart (part of IndiaMART), and Just Herbs (acquired by Marico), among others.

Max Level, a holistic marketing and PR agency built by gamers, has bagged the PR mandate for S8UL Esports and 8Bit Creatives, India's leading Esports and gaming content organizations. This partnership marks another significant milestone for Max Level as it continues to strengthen its client portfolio in the gaming and esports sectors. S8UL Esports is an Indian Esports powerhouse, founded by Naman Mathur, aka Mortal, Animesh Agarwal, aka 8Bit Thug, and Lokesh Jain, aka Goldy. Boasting a roster of 26 marquee gamers, S8UL has been at the forefront of pioneering Indian esports and gaming, consistently breaking new ground in the industry.  S8UL is India?ÇÖs first and only organization to win the prestigious Content Group of the Year award at the global Esports Awards, having achieved this remarkable accomplishment for three consecutive years. Furthermore, S8UL Esports has also secured back-to-back awards at the MOBIES awards, recognizing its significant contributions to the mobile gaming industry. In addition to these accolades, S8UL's Pok??mon UNITE team has represented India globally, proudly competing at the World Championships for the past two years. Max Level will play a pivotal role in amplifying S8UL's achievements, enhancing its brand visibility, and strengthening its connection with fans, industry stakeholders and the broader gaming community. The agency aims to leverage its deep industry knowledge and strategic communication expertise to highlight S8UL's contributions to the global gaming and esports ecosystem. Commenting on the partnership, Animesh Agarwal, aka 8Bit Thug, Co-Founder of S8UL and 8Bit Creatives said, ?Ç£At S8UL and 8Bit Creatives, our vision has always been to set benchmarks in Indian gaming, esports, and content creation while fostering a community that thrives on innovation and excellence. As we expand our horizons, Max Level?ÇÖs deep understanding of the gaming ecosystem and strategic communication prowess make them an ideal partner to amplify our journey. Together, we aim to not only celebrate our milestones but also shape narratives that inspire the industry, champion Indian talent, and spotlight the transformative potential of gaming on a global stage. This partnership is a step forward in realizing our goal of making India a formidable name in the global gaming, creator economy, and esports arena.?Ç¥ S8UL is also the parent entity of IQOO SOUL, one of India?ÇÖs oldest and most distinguished esports teams. Being the nation?ÇÖs first Indian team to secure a title sponsorship with a mobile manufacturer, they recently won the Battlegrounds Mobile India Masters Series (BGMS) Season 3, the country?ÇÖs only televised esports tournament. Last year, S8UL?ÇÖs co-founders, Animesh and Mortal, along with one of their content creators, Payal Dhare aka PayalGaming also engaged in a groundbreaking discussion with Prime Minister Narendra Modi to discuss the future and growth of the Indian esports and video gaming industry. Siddharth Nayyar, Co-founder and Chief Revenue Officer at Max Level, shared his vision for the partnership: "S8UL and 8Bit Creatives are trailblazers in the Indian gaming industry, and we are honoured to be part of their journey. Animesh and I have been friends for a long time and have worked together in various capacities throughout our journey and hence, it is absolutely exciting to work on the PR and communications of S8UL and 8Bit Creatives together. Our goal is to amplify their success stories and bring their innovative spirit to the forefront of the global gaming community. This partnership is another significant step for Max Level as we continue to help shape the gaming and esports ecosystem.?Ç¥ With an impressive clientele that includes NODWIN Gaming, 88 Games, CyberPowerPC, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, ASUS ROG, HyperX and more, Max Level has established itself as a trusted name in the industry. The agency remains committed to delivering tailored B2B services that resonate with gaming and esports audiences across the globe. Max Level?ÇÖs expertise in strategic communications and deep understanding of the gaming ecosystem will play an instrumental role in S8UL?ÇÖs journey toward the pinnacle of the global esports and gaming content landscape.

Kaizzen, a leading integrated PR and digital agency, has announced the elevation of Nikhil Pavithran to the role of Chief Operating Officer (COO). In addition to his new role, Pavithran will spearhead the agency's expansion and operations in the Middle East and North Africa (MENA) region.Pavithran shared the news of his promotion through a LinkedIn post, marking another milestone in his association with Kaizzen, which began in 2018 when he joined as Vice President for the Mumbai region. His leadership journey saw him rise to Group President, a role in which he played a pivotal part in driving the company?ÇÖs growth and success.Before joining Kaizzen, Pavithran honed his expertise in public relations and media strategy through impactful roles at Percept as Vice President and at other organizations like Fluid Media and Eulogy. His diverse experience and strategic insights have been instrumental in shaping innovative communication campaigns across industries.

Sonia Huria, formerly Head of Communications - APAC at Amazon Prime Video, has taken on a new role at Maddock Films as the Head of Brand, Consumer & Social Communications. She announced the move on her LinkedIn account, marking a significant transition in her illustrious career.Huria joined Amazon Prime Video in 2020 as part of the global communications team, leading PR and communications for the OTT platform in India. In October 2023, she was promoted to the role of Head of Communications - APAC, where she played a pivotal role in shaping the brand?ÇÖs narrative across the Asia-Pacific region.With over two decades of experience in entertainment and consumer industries, Huria's career trajectory has been remarkable. Before joining Amazon, she held a key leadership position at Viacom18, where she oversaw brand and corporate communications across the company?ÇÖs five verticals: broadcast entertainment, filmed entertainment, digital entertainment, experiential entertainment, and consumer products.Huria?ÇÖs journey at Viacom18 began in 2008, as part of the team that launched the Hindi general entertainment channel COLORS. Within nine months of its launch, COLORS became the leading channel in its category. Her transition to Maddock Films signals a new chapter, where she is expected to leverage her extensive experience in storytelling, branding, and communications to bolster the production house?ÇÖs brand identity and consumer engagement.

As we bid adieu to 2024, and ring in 2025, there are endless possibilities and transformative opportunities in the world of public relations (PR). Over the past year, the PR sector has changed tremendously and emerged as a foundation of brand-building strategies. It is a known fact that storytelling needs a holistic approach to craft impactful narratives when it comes to brand management. Now, traditional methods no longer suffice in this competitive field. In 2025, when the PR sector is evolving, it is necessary to follow emerging trends and expand services. This article sheds light on crucial PR trends to look forward to in 2025 that will revolutionize the industry, and empower brands to achieve successful outcomes in the ever-changing world of communication. Public relations or (PR) is the art of shaping and managing how people perceive your brand. It is the job of the skilled PR to ensure that a comprehensive approach is used for building a positive reputation while effectively mitigating the impact of negative publicity. Knowing the current engaging trends in PR can help the PR strategist integrate well-planned strategies for successful brand positioning. Remember to create a robust plan for delivering a memorable experience that effectively communicates your brand's key messages and takes it to newer heights by repositioning the brand and enhancing its visibility and credibility in the marketplace. Vital PR trends to watch out for in 2025 Digital PR: With social media and performance marketing, leveraging digital media will be pivotal in identifying, targeting, and influencing audiences based on their social media activity and Google search interests. PR agencies will have to come out with unique ways to drive traffic, integrate high-performing keywords, and build backlinks while crafting narratives. The PR agency is expected to collaborate with digital marketing teams, paid performance marketers, and influencers when it comes to brand growth and reach. There is a growing demand for Journalists to create SEO-friendly content along with PR professionals. However, the content should be original and not plagiarized or AI-generated. If the content is copied then the story may not get the desired result or Google ranking. The attention should also be on keyword-centric content when it comes to leveling up the brand?ÇÖs digital presence. Paid partnerships with publications are also likely to grow, as media houses increasingly seek revenue streams. Now, digital Pr is also taking the world by storm.AI will be a game-changer in transforming the PR arena: Currently, Artificial intelligence is used in many fields to be able to enhance human capabilities instead of replacing them. AI will also play a pivotal role in the PR industry in 2025. AI uses machines that imitate human intelligence to perform tasks with precision, safety, and without any delay by minimizing the chances of error. AI helps with successful outcomes by helping to improve content ranking in the PR field with the help of SEO optimization, allowing efficient media tracking and understanding the audience response more proficiently. AI will also help with speech-to-text conversion when it comes to media interviews, podcast episodes, press conferences, and conference presentations for uplifting brand positioning. AI will help to translate audio and text files in multiple languages for easy story distribution in media.The focus will be on video and podcasts in 2025: Currently, apart from traditional media, a lot of attention is given to video and podcasts due to their rising popularity. Podcasts will also be a critical tool when it comes to managing PR crises. This can be done as follows- For example- The client can become a guest on the show or have the host read your press release to the audience. High-quality videos will be used to introduce the newest products, services, and even brand events. Not only that, but videos will also help to understand the client?ÇÖs side during the time of crisis. This can be a new path-breaking approach when it comes to crisis management.Social media platforms when it comes to reputation management and networking:  Social media remains one of the trusted platforms for brands to promote and raise awareness even in 2025. LinkedIn, and Twitter, unlike traditional PR methods, make sure to pave two-way communication between brands and their customers, the media, and other stakeholders. This is beneficial for the brand to solidify its position in the market. A large number of PR agencies are using social media platforms to build brand image, and reputation through videos, client testimonials, and postings regarding the brand features or services they offer. This will help with increased brand recognition and visibility and build trust among audiences. This way, the brand will reach a wider audience through social media. There should be a huge emphasis on digital PR, creating content that engages audiences and channelizes traffic to a company?ÇÖs website or social media pages for brand business.Influencer marketing: This is preferred by a large number of PR agencies for brand collaboration and promotion. It is a good idea to pick one relevant influencer whose audience is relevant to your business to be able to promote the brands. This also helps to build credibility and trust among the audience.Brand audit: The post-COVID era has brought significant changes to the marketing landscape, as brands are now allocating over 50% of their marketing budgets when it comes to digital marketing and key performance indicators (KPIs). PR agencies will have to now start conducting audits of brands' social media handles, websites, and reviews. The focus should be on organic media coverage to maximize media mileage. PR agencies should come up with innovative and creative ideas for events to bring desired media coverage.By hopping on these trends, brands will not only be able to increase their visibility but also build meaningful connections with their audiences and organically build a bond of trust with them when it comes to choosing a brand and services. PR agencies will have to put their best foot forward in 2025 to be able to evolve, experiment, and prioritize the values that matter most to consumers. Adopt consumer-friendly strategies for brand building and 2025 will be a revolutionary year for the brand as well as the PR arena.

Initial fears among communication professionals about the AI technology have largely dissipated, replaced by an appreciation for its tangible benefits, according to a survey by WE Communications, in partnership with USC Annenberg?ÇÖs Center for Public Relations. The survey underscores a remarkable evolution in attitudes toward AI. Notably, communicators who frequently use AI are 93% more likely to report feeling valued for their work.The ?ÇÿEnergized by AI?ÇÖ survey offers compelling insights into how AI is reshaping the communications landscape. The findings, based on a survey of over 600 communications professionals, reveal a significant shift in how individuals and organizations perceive and leverage AI, highlighting its potential to enhance work quality, efficiency, and employee satisfaction.Key findings include:Increased Usage: Two-thirds of respondents report using AI frequently, with 95% maintaining a positive outlook on its integration.Enhanced Productivity: 70% believe AI helps them produce better work, while 73% credit it with enabling faster output.These results signal the growing acceptance of AI as a tool for driving professional impact and workplace satisfaction.Fostering an AI-Forward CultureThe research emphasizes that success with AI isn?ÇÖt solely about access to tools. It hinges on cultivating a workplace culture that encourages experimentation and autonomy:Training and Goals: Half of the respondents have AI-related performance objectives, aligning individual efforts with broader organizational priorities.Autonomy: 77% of directors and above report having the freedom to determine how AI supports their work, compared to 67% of those in junior roles.Leaders who provide training opportunities and foster an AI-friendly environment help bridge the gap, enabling teams to unlock AI?ÇÖs full potential.Untapped Potential in AI ApplicationsWhile content creation (54%), data analysis (40%), and research (37%) are among the most common AI use cases, opportunities remain in areas such as:Media relations (24%)Coverage reporting (20%)Measuring PR impact (16%)Expanding AI adoption in these areas could alleviate routine tasks, allowing professionals to focus on strategic and creative endeavors.Challenges and Opportunities AheadDespite its promise, keeping pace with AI?ÇÖs rapid advancements remains a challenge. Nearly half (45%) of respondents cite staying current with new tools and developments as their biggest hurdle.However, optimism persists:76% of professionals feel more knowledgeable about AI than they did a year ago.64% acknowledge the difficulty of navigating the constant influx of updates and regulatory changes.Charting the Future of AI in CommunicationsTo harness AI?ÇÖs transformative potential, WE Communications recommends three strategic actions:Build an AI-Ready Culture: Foster an environment that encourages innovation and experimentation.Develop AI Habits: Integrate AI into daily workflows through small, consistent practices.Create an AI-Adoption Infrastructure: Collaborate across departments, such as IT and legal, to establish robust processes and ongoing training initiatives.As AI continues to redefine the communications industry, organizations that prioritize education, experimentation, and cultural alignment stand to gain the most. By embracing AI?ÇÖs capabilities, communicators can achieve unprecedented levels of creativity, efficiency, and impact.

Astrum today announced the departure of Shefali Khanna, Co-founder and CMO of the firm. Over 15 years, Shefali steered marketing and online reputation management initiatives that furthered Astrum?ÇÖs distinctive niche in the industry. Her focus on digital innovation fostered high-performing teams that consistently elevated brand outcomes.Announcing the departure, Ashwani Singla, Founding Managing Partner of Astrum said, ?Ç£Shefali?Çÿs contribution over the last decade and a half across 2 organisations has been invaluable. We will deeply cherish the time we?ÇÖve spent together and wish her the very best for the next leg of her professional journey.?Ç¥Khanna was part of Astrum's Executive Leadership Team, having been with the company since its inception. She is a graduate of the Symbiosis Institute of Management Studies (SIMS) and Columbia Business School, where she specialized in digital marketing.About Astrum: Astrum is India?ÇÖs first specialist reputation management advisory that uses the Science of Persuasion ?äó to understand and shape public opinion ethically. Founded by Ashwani Singla, in 2015 as the next progression for public relations with the proven belief that ?Ç£deep insights are the fountainhead of breakthrough thinking and data-supported decisions will always have a greater probability of success. Astrum is leading the way in rooting creativity in science to offer ?Çÿresearch-based multidisciplinary strategic communication solutions to sustain and protect reputation & license to operate.

MAGIC Network brings on air Simply Fresh?ÇÖs new topical for the New Year. It attempts to create a differentiated narrative in the given brand space of fresher thinking and intent.Mohit Ahuja and Ankur Jain, Co-Founders, MAGIC Network, say: ?Ç£Our aim has been to channelise consumer attention to aspects which tend to be overlooked. While everyone talks of new year resolutions, no one evaluates the status of the ones made at the beginning of the previous year. We ask people to not let go of their unresolved aspirations and give it one more shot. The usage of kids to bring out this message is also intentional as adults would need a ?Çÿneutral?ÇÖ mirror to seed-in the point.?Ç¥<iframe width="560" height="315" src="https://www.youtube.com/embed/GsysizUZ2L8?si=jDmJx8D70xY7Yqz1" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>Kiran Giradkar, Group CMO, BN Group, says: ?Ç£For our brand Simply Fresh, our focus has been not to push product and its benefits but create meaningful content that resonates with society. Our relentless pursuit to bring a ?Çÿfresh perspective' in storytelling continues. I think MAGIC has got this aspect of the brand out beautifully.?Ç¥Created by Pixel Street Filmz and directed by Zaheerali Furniturewalla, the film is live on all brand handles on YouTube and social media. Here?ÇÖs to more magic on fresh thinking.

As the world prepares to welcome 2025, Approach Bollywood, India?ÇÖs leading Bollywood and Entertainment Newswire and App, has joined hands with Go Spiritual, a renowned spiritual organization, to launch a life-saving campaign against drunk driving. The initiative, titled ?Ç£Aaj Mere Paas Gadi Hai,?Ç¥ is a call for responsible celebrations, emphasizing the importance of making safer choices during the festive season.The campaign, which will run across social media platforms until January 1, 2025, harnesses the power of Bollywood to deliver its message. Drawing inspiration from the iconic line in Deewar, where Amitabh Bachchan?ÇÖs character proudly declares, ?Ç£Aaj mere paas gaadi hai, bangla hai, bank balance hai,?Ç¥ the campaign cleverly adapts it to say, ?Ç£Even then, I don?ÇÖt drink and drive.?Ç¥Adding to its creative narrative, the campaign also incorporates the legendary dialogue from Kanoon, ?Ç£Kanoon ke haath bahut lambe hote hain.?Ç¥ This iconic line serves as a stern reminder of the legal consequences of drunk driving. It emphasizes that no one is above the law and that reckless behavior can result in severe penalties, urging people to act responsibly during the festive season.This creative approach leverages Bollywood?ÇÖs cultural influence to resonate deeply with audiences, merging the glamour of cinema with a critical social message. Another memorable example from the campaign incorporates the famous advice Veeru gives Basanti in Sholay, ?Ç£Don?ÇÖt dance in front of these dogs.?Ç¥ Reinterpreted, it urges people to avoid creating chaos by drinking and driving, stating: ?Ç£Don?ÇÖt drink, drive, or create a scene.?Ç¥Sonu Tyagi, the founder of Approach Entertainment & Go Spiritual and a celebrated writer-director, highlighted the urgency of addressing drunk driving, especially during New Year?ÇÖs celebrations. He stated, ?Ç£New Year?ÇÖs Eve is a time of joy and celebration, but it is also one of the most dangerous nights on the road due to intoxicated driving. Through this campaign, we aim to save lives by raising awareness and promoting responsible behavior. Bollywood has an unparalleled ability to connect with people, and by blending its charm with a crucial social message, we hope to make a lasting impact.?Ç¥Approach Bollywood, established under the banner of Approach Entertainment, has consistently leveraged its platform to drive awareness and inspire positive change. Known for its authentic and comprehensive coverage of Bollywood, entertainment, and media, Approach Entertainment is also making waves in film production, with its maiden Hindi feature film set to go for production in 2025 under the direction of Sonu Tyagi.Additionally, Approach Bollywood has launched an exclusive smartphone app catering to Bollywood and entertainment enthusiasts. The app provides users with breaking news, in-depth industry insights, exclusive celebrity content, and updates on films, TV, OTT, music, and entertainment. This innovation complements the newswire's commitment to being the ultimate destination for Bollywood lovers.Go Spiritual, the campaign?ÇÖs partner, is a charitable organization dedicated to promoting spirituality, mental health, wellness, and philanthropy. Through its various initiatives, including spiritual tourism, media, and social awareness programs, Go Spiritual has been at the forefront of advocating for a more mindful and harmonious society. This collaboration with Approach Bollywood reflects a shared commitment to making a meaningful societal impact.As Approach Bollywood and Go Spiritual champion the message of ?Ç£Don?ÇÖt Drink and Drive,?Ç¥ they remind everyone that celebrations should be joyous and not marred by preventable tragedies. With their combined efforts, the campaign aims to inspire a cultural shift toward safer, more mindful festivities, ensuring that the dawn of 2025 is filled with hope and happiness.Approach Entertainment Group, the parent company of Approach Bollywood, continues to lead the way in Celebrity Management, Film Productions, Advertising, Corporate Films, and Entertainment Marketing. With a presence across major Indian cities, the group is dedicated to using its platforms to drive meaningful change. Meanwhile, Go Spiritual remains committed to its mission of fostering spiritual awareness, philanthropy, and holistic well-being, further solidifying its role as a force for positive transformation.As the clock ticks closer to midnight on December 31, let us all resolve to make safer choices. A single decision to refrain from drinking and driving can save countless lives, ensuring that the New Year begins on a note of safety, joy, and responsibility.

Authored by Saloni Gandhi, Founder of The Pen Project As 2025 is about to begin, brands have a unique chance to redefine their image and build connections. Public relations (PR) offer an effective way to engage with audiences and set the tone for the year ahead. By leveraging PR strategies, brands can address evolving consumer needs and stand out in the marketplace.Public relation is not only about communication; it builds trust and relationships with audiences. In the coming year, PR will enhance brand visibility, improve reputations, and create meaningful connections. Brands focusing on PR will handle market complexities more effectively and engage their audiences better.Why PR Campaigns Are KeyBoosting Brand AwarenessPR campaigns can make brands more visible when launching products or undergoing rebranding. Strategic messaging and media coverage help attract attention and create interest. This process establishes a foundation for new initiatives to gain momentum.Enhancing ReputationBuilding a strong reputation is necessary for lasting success. PR efforts highlight a brand?ÇÖs values and identity, helping consumers understand its purpose. Over time, this creates a trustworthy and recognizable image.Increasing Customer LoyaltyPurpose-driven campaigns can connect with consumers on shared values like sustainability. Communicating these missions authentically helps develop loyal relationships. These connections encourage customers to stay invested in the brand.Effective PR Strategies for 2025Digital TransformationUsing digital tools is crucial for PR success in 2025. Social media platforms, hashtags, and user-generated content amplify engagement. Brands can use these tools to create visual content that resonates with digital audiences.Adopting AI and Data AnalyticsAI offers valuable insights for PR by analysing sentiment and predicting audience behaviour. With this data, brands can create tailored messages for specific groups. This approach allows for timely responses and increases the effectiveness of campaigns.Focusing on Thought LeadershipBrands can build credibility by sharing expertise through blogs or podcasts. Thought leadership attracts attention from both media and consumers. It positions the brand as a reliable voice in its industry, fostering organic engagement.Authentic StorytellingGenuine stories connect consumers to a brand?ÇÖs mission. Highlighting real experiences from employees or customers fosters trust. These stories encourage audiences to form stronger bonds with the brand.Localized CampaignsCustomizing PR efforts to fit regional preferences is becoming essential. Messages tailored to cultural contexts and local influencers enhance relatability. Understanding specific communities helps brands remain relevant and engaging.Starting 2025 with strategic PR can redefine how brands connect with their audiences. By embracing digital tools, using AI, building thought leadership, and focusing on authenticity, brands can meet consumer expectations. Localized campaigns add an extra layer of relevance in diverse markets.Through these approaches, brands can build stronger relationships and adapt to changing consumer behaviours. With effective PR strategies, 2025 can be a year of growth and meaningful engagement.

Boeing has appointed Ann Schmidt as its new Senior Vice President of Communications. Schmidt, a veteran of the company since 2005, has been serving as interim head of communications since October following the retirement of her predecessor, Brian Besanceney.This appointment marks the eighth change in this leadership position within the past eight years, reflecting a period of significant turbulence for the aerospace giant. CEO Kelly Ortberg, who assumed leadership in 2023, has initiated a series of senior management changes as part of his broader efforts to "rebuild trust" and address a "fundamental culture change" within the organization.Boeing has faced a series of critical challenges in recent years. Two fatal crashes of the 737 Max in 2018 and 2019, resulting in the grounding of the aircraft for 20 months, severely impacted the company's reputation. More recently, incidents such as a mid-air door blowout on an Alaska Airlines 737 and a significant strike by employees have further compounded the company's difficulties.These events have raised serious concerns about Boeing's safety culture and its commitment to employee safety. A report by the Federal Aviation Administration (FAA) raised concerns regarding the effectiveness of the company's Safety Management System, suggesting that employees may not fully understand their role in ensuring safety. Furthermore, employee interviews have revealed concerns about trust in the company's "Speak Up" program, designed to encourage safety reporting.Schmidt's appointment comes at a critical juncture for Boeing. As the company navigates these challenges, effective communication will be crucial in rebuilding trust with the public, regulators, and employees. Schmidt will be responsible for communicating the company's message and guiding its public image as it strives to recover from these setbacks and restore its reputation as a leader in the aerospace industry.

Fiserv, Inc., a leading global provider of payments and financial services technology, has named FINN Partners its Global Agency of Record.FINN is providing a range of fintech and consumer tech communications services focusing on creative campaigns and storytelling, media and influencer engagement, live activations, and events and partnerships in the U.S. and 14 markets around the world.Fiserv selected FINN as its communication partner to accelerate brand, marketing, and PR efforts under its new, unified creative banner, ?Ç£Fiserv Moves More than Money.?Ç¥?Ç£We are excited to welcome FINN Partners to Fiserv,?Ç¥ said Sophia Marshall, SVP, Head of Communications at Fiserv. We have big plans and exciting brand moments ahead of us, and we?ÇÖre thrilled to have a strategic PR partner that will work alongside us and immediately impact our communications efforts.FINN won the business after a competitive pitch and recently kicked off the partnership. FINN?ÇÖs East Coast Technology Practice will lead the global engagement with in-market support from EMEA, APAC, and LATAM colleagues.?Ç£From our earliest conversation with Fiserv?ÇÖs next-level brand, marketing, and communications leadership, and in every call since, we have been inspired and energized to support their mission to Move More than Money,?Ç¥ said Jodi Petrie, Senior Partner at FINN Partners. ?Ç£Along with our colleagues worldwide, we can?ÇÖt wait to roll up our sleeves and make a difference.?Ç¥

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.Adgully?ÇÖs annual feature ?Çô REWIND ?Çô revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.In this Rewind 2024 article, Atul Sharma, CEO, Ruder Finn India and Head of Middle East, shares his insights into the defining trends and developments that shaped the PR industry this year. He also highlights the global challenges faced by the industry and reflects on how the year unfolded for the public relations industry.Additionally, Sharma sheds light on Ruder Finn?ÇÖs performance during 2024, emphasising the key achievements and milestones that marked the company?ÇÖs journey throughout the year.Overview of the PR industry in 2024This year has been full of challenges with wars across the Middle East and Russia, and on the other hand, elections across major democracies like India and the US added uncertainty for businesses everywhere. As a result, many companies scaled back their marketing budgets or paused PR programs. For the PR industry, which has usually seen strong double-digit growth, this year was definitely slow.With this uncertainty, communications and marketing teams are now under pressure to show how their efforts help achieve real business results. Clients are asking, ?Ç£How is this campaign helping us grow??Ç¥What?ÇÖs changed is that PR is no longer just about creating good stories ?Çô it?ÇÖs about helping businesses achieve their goals. This shift has made our role even more critical. We?ÇÖre not just business enablers anymore; we?ÇÖre directly helping brands deliver results ?Çô whether that?ÇÖs in sales, marketing, reputation or overall growth.This focus on measurable outcomes is especially strong in start-ups, tech forward companies and consumer brands. They?ÇÖre looking for PR campaigns that don?ÇÖt just grab attention, but also contribute to their business goals.Key Trends and DevelopmentsThis year, the rise of AI and its integration into communications has been the most talked-about trend. Tools like generative AI are being adopted not just for efficiency, but also for creativity ?Çô whether it?ÇÖs crafting compelling narratives or analyzing consumer sentiment at scale. At the same time, the industry has been navigating concerns around data privacy, misinformation, and bias in AI systems, especially in markets like India where cultural diversity adds layers of complexity.On the client side, there?ÇÖs been a significant demand for services like crisis management, internal communications, and thought leadership. Startups and B2B companies, in particular, have leaned heavily on public relations to build credibility and attract investors.Ruder Finn?ÇÖs growth story in 20242024 has been a year of milestones for Ruder Finn. Despite the challenges in the global business environment, we?ÇÖve focused on building deeper partnerships with our clients and expanding our offerings, delivering on profitability and growth. We?ÇÖve seen strong growth in demand for specialized services like crisis preparedness, brand positioning manuals and internal communications. This year, we?ÇÖve collaborated with some of the most exciting brands and startups in the consumer, technology and auto space, helping them craft narratives that drive business results.Being a tech-first firm, we have always been focused on what?ÇÖs next. This year with the launch of rf.aio, our AI-driven communications platform, RF will enable its clients to look at search optimization within the large language models domain. We are certain that it will help to enhance efficiency, provide sharper insights, and deliver real business impact for our clients in the medium to long term.On the talent front, our efforts to create a collaborative and non-hierarchical culture have paid off, building a stronger, more dynamic workforce. In an industry where talent is the real differentiator, we?ÇÖve placed people at the center of everything we do. We focussed on looking beyond the traditional talent pools. It?ÇÖs not just about hiring from marketing-related industries anymore; we?ÇÖre exploring unconventional spaces to bring in fresh perspectives. This year, we also saw the return of some former team members ?Çô our ?Ç£boomerang employees,?Ç¥ as we like to call them ?Çô which makes us proud of the culture we have built too.

Cantabil India Retail Limited, one of the country?ÇÖs leading apparel manufacturers and retailers, has appointed V360 Group as its new Public Relations partner. The agency assumed the brand mandate for Cantabil India recently and is responsible for planning, managing, and supporting all PR-related activities for the brand, boosting the brand?ÇÖs media presence nationwide.After an extensive reviewing process, Cantabil Retail India Ltd., finalised the communications mandate, and the win is attributed to V360 Group?ÇÖs wealth of experience and expertise in PR and strategic communications. With a strong reputation for delivering impactful brand messaging and innovative campaigns, this adds to the communications agency?ÇÖs growing list of clients. V360 Group?ÇÖs in-depth understanding of the Indian retail sector and the evolving media landscape will play an instrumental role in building brand equity for Cantabil Retail India Ltd.Reflecting on this success, Ria Mukherjee - Senior Vice President - V360 Group, said, ?Ç£We are thrilled to welcome Cantabil Retail India Ltd. into our portfolio of esteemed clients in the fashion, lifestyle, and retail sector. We are looking forward to creating and executing innovative and impactful communication strategies for the brand, building a robust media presence. Cantabil?ÇÖs addition also underscores our expertise in the fashion and lifestyle space. We look forward to supporting the brand in its next phase of growth.?Ç¥Deepak Bansal, Director of Cantabil India, added, ?Ç£V360 Group has carved a niche for itself in the communications industry as one of the best PR firms. As we embark on the next phase of our growth, we are confident that the agency?ÇÖs 360-degree approach to PR combined with its vast media network and proven track record of delivering results-oriented PR strategies, perfectly aligns with our vision for Cantabil?ÇÖs future. This partnership will strengthen our brand presence and help us connect with our customers in new and meaningful ways.?Ç¥Incepted in 2000, Cantabil India is a prominent player in India?ÇÖs retail space, and is known for its vast range of stylish apparel for men, women, and children. The brand?ÇÖs commitment to innovation and quality while consistently prioritising customer satisfaction forms the foundation of its ethos, earning the brand a loyal following across the country.

Integrated communications agency Confiance Communications has secured the PR mandate for TIL Limited, a leading player in the material handling and infrastructure equipment manufacturing sector. With an illustrious legacy spanning over eight decades since its establishment in 1944, TIL Limited has played a pivotal role in India's infrastructure development through its innovative range of mobile cranes, reach stackers, and material handling solutions.As part of the mandate, Confiance will spearhead TIL's comprehensive communications strategy, focusing on amplifying the company's rich legacy, technological innovations, and market leadership in the infrastructure equipment sector. The agency will develop strategic narratives highlighting TIL's contributions to India's infrastructure growth, emphasising its specialised offerings for defence sectors and cutting-edge technological advancements in material handling solutions. The mandate encompasses strategic media relations, corporate reputation management, executive leadership positioning, and strategic content development.Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said: ?Ç£Partnering with TIL Limited marks an exciting milestone in our journey. Their remarkable legacy of delivering cutting-edge material handling solutions has been instrumental in shaping India's infrastructure landscape since 1944. What truly sets TIL apart is their unique combination of deep engineering expertise, defence sector capabilities, and commitment to technological innovation. As their Communications partner, we look forward to amplifying TIL's industry leadership through strategic storytelling - from their pioneering work in manufacturing specialised equipment to their crucial role in India's most challenging infrastructure projects.?Ç¥Rishabh P Nair, Head of Brand, Content & PR, TIL Limited, said: ?Ç£As we accelerate our commitment to advancing India's infrastructure capabilities, having the right communications partner is crucial. We wanted a dynamic team that could be quick on their feet and aligned with our values of collaboration, caring, customer centricity, excellence, entrepreneurship and integrity. Confiance's proven expertise aligns well with our goal of telling TIL Limited's iconic story. This partnership will be instrumental in showcasing TIL's technological innovations, our commitment to 'Make in India', and our continuing legacy of delivering world-class equipment that powers nation-building projects.?Ç¥Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has established a strong foothold as one of India's most reliable and outcome-driven PR agencies, particularly within the startup and venture capital ecosystems. The agency has an exceptional track record of catapulting the media and digital presence of over 90 organisations in India and abroad. Confiance's esteemed clientele includes notable brands like The Quorum Club, Leo Capital, Nutrabay, Turkiye Tourism, Salad Days, Transition VC, Bureau ID, PlanetSpark, and Khyaal, among other distinguished names. Additionally, the agency has successfully partnered with listed entities such as ProcMart (part of IndiaMART), and Just Herbs (acquired by Marico), among others.

In this conversation, Abhinay Kumar Singh, the Founder and Managing Director of Adgcraft Communications, shares insights into the agency's remarkable growth from a two-member team to a 36+ member organization with multiple branches. He discusses the key strategies that have fueled Adgcraft's success, the unique challenges of tailoring PR for early-stage startups, and his leadership philosophy shaped by his commitment to social impact through the YPA Foundation. Abhinay also reflects on navigating challenging campaigns, adapting to diverse client needs, and the trends and technologies set to shape the future of public relations.What key strategies helped Adgcraft Communications grow from a 2-member team to a 36+ member agency with multiple branches?Our journey has been driven by a fundamental belief: "We?ÇÖll Get It Done." This isn?ÇÖt just a motto but a principle that guides every action, ensuring our promises to clients are non-negotiable.From the very beginning, our focus has been on deeply understanding our clients?ÇÖ unique challenges and goals. At Adgcraft, we don?ÇÖt just promote brands; we educate audiences. Through a structured four-month process, we use a combination of PR tools to inform and engage. Transparency, realistic promises, and regular feedback form the foundation of our client relationships, ensuring our strategies deliver meaningful and measurable results.Our team is the backbone of our success. I?ÇÖve prioritized creating a culture where every member feels empowered to learn, grow, and take ownership. What started with just four clients has now expanded to over 120 brands, a testament to our collective passion and dedication.Scaling, for us, has always been about consistency, nurturing relationships, and improving each day. With these values at our core, we?ÇÖre excited to continue this journey, staying true to what brought us here.How does PR contribute to the success of early-stage startups, and how does Adgcraft tailor its approach to them?Established companies often have internal communication teams and rely less on agencies. However, startups?Çökey drivers of India?ÇÖs journey to becoming a $5-trillion economy?Çölook to agencies like Adgcraft as their communication partners.Adgcraft?ÇÖs inception was rooted in the startup ecosystem. While startups secured funding and media attention, their stories often failed to resonate with their target audiences. We saw an opportunity to change that. By crafting narratives that reflect their vision, we help startups connect with the right people, amplifying their stories to achieve impactful results.Our approach is tailored and founder-centric. We take time to understand their journey, their brand?ÇÖs essence, and the challenges they face. As a communication partner, we bridge the gap between startups and their audiences, ensuring their stories are not just heard but remembered.What would you say is the most significant factor behind your success as a leader in the PR industry?Success is never a solo journey?Çöit?ÇÖs shaped by collaboration, learning, and perseverance. For me, the most significant factor has been the privilege of working with exceptional people: inspiring mentors, visionary clients, and a dedicated team.Having worked with over 100 startups?Çömany led by alumni of IITs and IIMs?ÇöI quickly recognized PR?ÇÖs critical role in fuelling growth and innovation. My experience in media and public relations over the last decade inspired me to establish Adgcraft Communications, bridging gaps in strategic communication for emerging businesses.Accolades like the Young Achiever Award 2024 and The Agency Head of the Year 2024 are not just personal milestones but a reflection of my team?ÇÖs hard work and commitment. True success lies in consistency, cultivating strong relationships, and relentlessly driving client success.Can you share a challenging PR campaign and how your team successfully navigated it?Every campaign is unique, shaped by the brand?ÇÖs vision and the hurdles along its journey. Challenges often arise when aligning the brand?ÇÖs story with its audience or managing unforeseen crises.One standout example is our work with CSB, where we brought to life ?Ç£The Kulhad Man of India,?Ç¥ a narrative that resonated nationally. Another campaign involved KlugKlug, where we addressed the sensitive issue of fake followers in influencer marketing, revealing through a report that two out of three followers of influencers are fake.Navigating such challenges requires agility, a deep understanding of the brand?ÇÖs essence, and innovative thinking. By staying grounded in the brand?ÇÖs mission and crafting tailored strategies, we ensure the message reaches the right people with the right impact.With a diverse clientele, from government projects to brands like Chai Sutta Bar and Mad Influence, how does Adgcraft adapt its PR strategies to meet unique client needs?Adapting PR strategies for a diverse client base is an art that combines listening, creativity, and precision. No two clients are the same, and neither are our approaches.Our process begins with a thorough understanding of the client?ÇÖs ecosystem?Çötheir goals, challenges, and target audience. Startups might benefit from influencer collaborations, while heritage brands may need community-driven campaigns. For government projects, the focus might be on awareness and public engagement.The rapid evolution of digital media also demands adaptability. We seamlessly integrate digital and social platforms into our strategies, ensuring our clients stay relevant and connected with their audiences. By tailoring our methods to align with each client?ÇÖs unique journey, we consistently deliver impactful results.How does your commitment to social impact through the YPA Foundation influence your leadership at Adgcraft Communications?The YPA Foundation, which has provided scholarships to 15,000 underprivileged students, is a reflection of my belief in the transformative power of education. Witnessing its impact, especially in rural areas, has profoundly influenced how I lead Adgcraft.Social impact isn?ÇÖt just an add-on; it?ÇÖs ingrained in our DNA. At Adgcraft, we operate with a sense of purpose?Çöchoosing campaigns, clients, and strategies that align with our values of uplifting communities and creating opportunities.For me, true success lies in making a difference. Whether it?ÇÖs empowering our team, helping clients achieve their vision, or giving back to society, these principles guide every decision I make.What trends and technologies do you believe will shape the future of PR, and how is Adgcraft preparing to stay ahead?The PR industry is undergoing a seismic shift, driven by advancements in AI, data analytics, and automation. These tools enable hyper-personalized communication and provide deeper audience insights.At Adgcraft, staying ahead means embracing these innovations while remaining adaptable to changes in audience behaviour and media consumption. From leveraging AI-powered crisis management tools to focusing on digital reputation building, we are aligning our strategies to meet the needs of an evolving landscape.Looking ahead to 2025, we see growth in areas like AI-driven storytelling and real-time reputation management, ensuring brands stay agile and relevant in an ever-changing world.

The German government has engaged Cornerstone Government Affairs to craft a communications strategy aimed at strengthening political and economic ties with the United States.This initiative will focus on four key states: Nevada, Arizona, Utah, and Oklahoma.Cornerstone's contract mandates a comprehensive review of existing German Embassy key messages, pinpointing those most relevant to the target audience. The firm will also identify potential communication pitfalls and sensitive topics to be avoided in specific contexts.A crucial aspect of the project will involve identifying key media outlets and journalists influential among political and business leaders in the chosen states. Cornerstone will then advise on effective engagement strategies with these media figures.The firm will also recommend suitable partners for collaborative events, such as panel discussions and fireside chats. Additionally, Cornerstone will suggest individuals qualified to author op-eds and letters-to-the-editor to further promote German-US cooperation.This project, which commenced this month, is being undertaken on behalf of the German Information Center and carries a budget of $40,000.

Authored by Vandana Sandhir, Chief Client Strategy Officer, Burson IndiaSimply put, advocacy aims to influence decision-makers, policymakers and regulators to shape public perceptions on important issues. While its modern origin traces back to 1966 in the U.S. and Canada, here at home it has a deep-rooted history dating back to the colonial period. Whether it was Florence Nightingale who used advocacy to uplift modern nursing in the 1850s or an FMCG brand practicing it today to promote its sustainability goals or a not-for-profit leveraging it to raise awareness around menstrual hygiene, advocacy has certainly come a long way, but the essence of shaping public perceptions remains at the core. Interestingly and inevitably, digital advocacy is the most recent dimension to this practice. Advocacy amplifiedCOVID-19 radically changed our dependence on technology, given its power and reach. Using online platforms to voice views has its strengths, including fostering a sense of community and creating allies, thus building thought leadership over time. The highly interactive space comes with greater engagement and influence while democratising participation. Digital advocacy mobilises masses around a cause and significantly amplifies a campaign?ÇÖs reach. This means you can address issues and crises in real-time, leverage social media to disseminate information and gather support faster than we could ever imagine. Think about a new policy rolling out in the morning, and within a few hours, online platforms are typically buzzing with policy experts and industry leaders sharing their opinions and analyses. Soon after, the related online communities also start debating how the announcement impacts them and news outlets publish articles and informative pieces that spread awareness. Catching the right attention for impact is key  Digital advocacy could take several forms including, but not limited to, viral campaigns, petition campaigns, social media hashtags, signature campaigns and public policy campaigns to raise awareness about important issues and drive public participation. However, amidst various stakeholders, their differing viewpoints and conflicting interests and the ability of the digital space to provide multiple points of view, the public is flooded with many opinions. This makes advocacy challenging and can even dilute the impact of a campaign. Here is a four-step guide on how to conceptualise and implement your digital advocacy strategy powerfully and successfully:First things first, identify your stakeholders Stakeholders could be like-minded groups, organisations, normative bodies or consortiums. They may be affected by the issue directly or have a strong interest in the cause or want to leave a strong impact through their opinions on different constituencies. The first step in executing an effective digital advocacy campaign is to build an understanding of the stakeholders - research existing points of view and analyse their impact on your campaign. From the vast spectrum of stakeholders, it?ÇÖs important to categorise them using different metrics like their position, influence and interest. This helps us in identifying allies, supporters and influencers along with determining their engagement in the campaign. Let?ÇÖs say, for upcoming state elections, the focus is on the youth, especially first-time voters. Here, getting the attention of the age group of 18-25 becomes important in addition to the relevant groups around this age group - school administrations, parents, community organisations, political parties, not-for-profit organisations and more. By identifying their level of influence, interest and position, a campaign can be tailored for maximum impact. Understanding audience behaviour ?Çô meeting of the hearts and mindsOnce stakeholder mapping is done, a close study of their behavior comes next ?Çô their beliefs, motivations and their drivers for change. This is an important step to ensure that the audience is able to relate to the experts identified as the faces and voices of your campaign ?Çô there is a meeting of minds and hearts. Adequate checks using research and AI tools provide a better picture of what the experts have said and stood for in the past. For example, when the EV revolution was gaining momentum in the country, there was a lot of apprehension. However, initiatives by the government to support EVs, which were further endorsed by experts, helped to alleviate these misgivings. Consistent communication about their potential financial and environmental benefits helped spread awareness among the masses. Today, India has a strong EV market where prominent companies and startups have a major role to play in fueling its growth. Developing a narrative that moves people  Once a deep understanding of the ?Çÿknow-think-feel?ÇÖ of the audience has been established, it?ÇÖs important to create a message that broadly appeals to all stakeholder audiences. The narrative focus must capture the stakeholders?ÇÖ interest while staying true to the agreed point of view. With this established, the next step is to deliver the key messages in an engaging and persuasive manner. Identifying the appropriate digital channels Once stakeholders and their interests have been mapped, messaging is ready and strategy is in place, it?ÇÖs time to choose the right digital channels for dissemination. Popular channels for digital advocacy include X and LinkedIn as well as experts speaking on blog posts, podcasts, panel discussions, events, fireside chats and more. Choosing the right mix of tools and tactics depends on the cause being advocated for, the target audience, campaign goals and the desired outcome.Digital coupled with traditional: Win-win combination Digital channels have successfully created a level playing field, providing equal opportunity for everyone to share their opinions and actively engage in conversations. They also serve as a catalyst to kickstart conversations and bring light to issues that need to be addressed and to facilitate change. However, they certainly cannot replace conventional advocacy ?Çô they complement the more traditional advocacy efforts. To sum upAdvocacy is one of the most powerful ways to bring about macro-level changes. The digital age has truly bolstered the traditional approach to advocacy and democratised it. Today, each click, share or comment has the potential to catalyse change. Opinions and public perceptions are shaped and influenced at lightning speed, and engagement between advocates and stakeholders happens in real-time. Digital has no doubt been truly transformative for advocacy. However, to achieve effective outcomes, a balanced approach is required, making sure that our audience is always at the heart of what we do and advocate to drive meaningful change. 

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.Adgully?ÇÖs annual feature ?Çô REWIND ?Çô revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.In this Rewind 2024 article, Nikhil Pavithran, Group President, Kaizzen, shares his insights into the year?ÇÖs defining trends and developments that shaped the PR industry and the Indian economy at large. Highlighting Kaizzen?ÇÖs performance during the year, Pavithran sheds light on the key achievements and milestones that marked the company?ÇÖs journey in 2024.PR?ÇÖs growth in 2024The story of PR is one of constant evolution. While the tools and techniques have advanced, the core essence of connecting with audiences, managing reputations, and crafting compelling narratives remains unchanged. From an economic perspective, the Indian economy has shown remarkable resilience, navigating challenges with agility and emerging as a beacon of opportunity. This resilience mirrors the adaptability of our industry.Despite global uncertainties, sectors like PR, communication, and digital marketing have flourished, driven by the growing importance of transparency, accountability, and authentic engagement.Kaizzen?ÇÖs journey this year reflects this synergy between tradition and innovation. The future holds immense promise, and our commitment to evolving with the times while preserving our timeless core ensures that our industry will continue to shine as a vital force in shaping narratives and building connections.Trends and developments in PRThe fields of PR, communication, and digital marketing are driven by three key trends: Speed, Seamlessness, and Relationships.Speed: In a fast-paced digital world, swift and strategic responses to news and trends are essential. Tools like social listening, AI analytics, and automation help brands stay relevant.Seamlessness: With user-generated content and influencers shaping narratives, integrating digital and traditional strategies ensures consistent and trustworthy messaging.Relationships: Strong ties with journalists, influencers, and customers remain fundamental, fostering credibility and creating advocates to amplify brand messages.The synergy of these pillars, alongside advancements like AI, AR, and VR, helps combat misinformation while enhancing the value of earned media. Adapting to these trends enables professionals to shape impactful, trustworthy brand perceptions.Kaizzen?ÇÖs growth story in 2024Kaizzen evolved from being a digital and communications agency to offering a broader range of services, including advocacy, public affairs, investor relations, and Global Sustainability Communication (GSC). This diversification strengthened our ability to cater to the dynamic needs of our clients.We successfully launched Kaizzen Global, opening an office in Dubai and establishing a network of partners in over 80 countries. This move has positioned us as a globally connected agency capable of delivering on international mandates seamlessly. Kaizzen was ranked the 7th fastest-growing agency in the world by the prestigious Provoke Rankings in 2024.Our journey has been marked by enduring relationships. The three clients we started with continue to partner with us, a reflection of the trust and value we bring to our collaborations.Our biggest achievement remains our people. We are proud to be a people-first agency, with team members who joined in our first year still with us today. This highlights our commitment to nurturing talent and fostering a supportive work environment.2024 was a year of transformation and milestones for Kaizzen, reinforcing our position as a leading global agency with a focus on innovation, relationships, and people.Kaizzen - Crafting compelling narrativesKaizzen is a leading integrated communication agency with operations across the globe. Offering 360-degree solutions, it caters to diverse sectors, including corporate, technology, lifestyle, healthcare, education, real estate, startups, government, hospitality, financial services, entertainment, and energy. Key services include Public Relations and Communications, Digital Marketing in addition to various ancillary services like design, video production, web UI/UX, and technology solutions, enabling seamless communication.Kaizzen helps businesses craft compelling narratives, build brand visibility, and foster trust through integrated campaigns, media relations, influencer collaborations, and digital strategies, making it a one-stop solution for all branding needs.

Susanne Grundmann has been appointed as the CEO at PHD EMEA. Earlier she was the Chief Global Client Officer at Omnicom Media Group Germany and has spearheaded the largest account of PHD which is the Volkswagen Group that has renewed its eight year trelationship in the recent times. Since her joining in the year 2018, Susanne has shown exceptional leadership skills, leading success across global, regional and local levels while looking after several global clients. She was also the CEO of AMQ and the Chief Client Officer at MediaCom as well as the Department Manager, Marketing Communications & Branding at Nikon. She also worked in the Marketing Controlling department at Nikon Europe and others. She is an alumnus of Henley Business School and The University of Bonn. 

The Indian Beverage Association (IBA), the leading industry body representing India?ÇÖs non-alcoholic beverage sector, has appointed Cumulus as its official communications and public relations partner. This appointment aims to amplify IBA?ÇÖs industry presence, creating greater public engagement, and support its advocacy initiatives. The Indian Beverage Association serves as a collective voice for players in the non-alcoholic beverage sector including producers of carbonated drinks, juices, bottled water, and dairy-based beverages advancing the industry?ÇÖs interests and promoting best practices. Cumulus will spearhead a comprehensive national campaign positioning IBA as the definitive voice for the sector?ÇÖs stakeholders, including manufacturers, producers, and policymakers alike while highlighting IBA's dedication to addressing industry challenges and leveraging growth opportunities. Commenting on the agency?ÇÖs appointment, Secretary General, Indian Beverage Association (IBA), JP Meena said "The non-alcoholic beverage sector is a key contributor to India?ÇÖs economic growth and innovation landscape today - it is poised to make India a global hub. We believe that the time is right to enhance our efforts towards strategic communication with our stakeholders and drive awareness. Following a multi-agency pitch exercise, we found team Cumulus to be the right partners who share our sensibilities and long-term approach. We are assured that Cumulus?ÇÖ expertise in creating impactful dialogues will make our communications outreach effective." On this prestigious win, Reena Sharma, CEO - Cumulus said, "Partnering with the Indian Beverage Association marks a proud and exciting new chapter for us. This win is a fantastic opportunity for us to learn from the best of industry experts and bring the non-alcoholic beverage industry?ÇÖs vision to life with a compelling narrative that celebrates its present impact and its tremendous future potential." Aligned with IBA's commitment to shaping impactful policies, Cumulus will work to enhance the association?ÇÖs reputation as a trusted industry advocate and a driver of sustainable growth within the sector.

Branding Edge Strategic Communication is in talks to acquire a stake in a lifestyle and influencer-focused agency. The strategic move is intended to boost the reputation management arm of Branding Edge as well as broaden its expertise in fast-growing communication segments.The lifestyle and influencer segments have become one of the most interactive channels via which brands will reach audiences as dear and proper as possible. Its impact is increasingly felt by trends in fashion, wellness, entertainment, and digital storytelling affecting consumer choices. The lifestyle and influencer segment offers grand opportunities to tell potentially interesting stories. Leverage the influencer-driven strategy, implement an Audience-First approach, and embed solutions that have innovative, data-supported backing into its core services so that clients would eventually have the ability to build better strategies for developing deeper emotional connections with their target audiences.Meanwhile, this inorganic growth will complement the in-house financial services division Branding Edge is also growing to develop its pre-IPO services. The new offerings will get brands into a place where they would start developing a differentiating space and create stakeholder confidence ahead of public listing events.Rahul Tekwani, Founder and Managing Partner, said: "Our aim has always been to deliver innovative and impactful solutions to our clients, ensuring their success across every phase of their growth. We are looking to build an edge lifestyle and influencer space. We feel that there are still some gaps in the industry which we have been observing from the last couple of quarters, and we want to fill those gaps finding synergy with people who already understand the segment well instead of creating one of our own.He further added: ?Ç£We have been able to achieve some tremendous results for our corporate clients and have added our own flavour to reputation management. We will be expanding our financial services and pre-IPO capabilities more aggressively, we have achieved some major results in working for clients like DOMS who got major capital market response and we are currently marketing large corporates who will soon be filing their IPO papers. We are enhancing our ability to meet the evolving needs of brands who want to go public on the mainboard rather than the SME segment."This expansion underscores Branding Edge?ÇÖs vision to remain at the forefront of the evolving communication landscape.

Confiance Communications, a leading integrated Communications Agency renowned for its expertise in brand-building across genres and scales, has secured the PR mandate for Nutrabay, a pioneering sports nutrition and wellness brand in India. Founded by brothers Shreyans Jain, Divay Jain, and Sharad Jain, Nutrabay has emerged as a frontrunner in India's sports nutrition landscape through its innovative D2C approach. The brand has witnessed remarkable growth since its inception, serving over one million customers nationwide. With its innovative product portfolio and rigorous quality control processes, Nutrabay has set new benchmarks in product quality and customer trust in the Indian supplements industry.As a part of the mandate, Confiance will manage Nutrabay's comprehensive communications plan, encompassing the development of a robust PR framework, crafting key brand messaging, fostering resilient media and stakeholder relationships, and devising a dynamic content strategy. The agency will closely collaborate with Nutrabay's Corporate Communications team to bolster the company's market positioning as a leading sports nutrition and wellness brand. Through strategic communications, Confiance aims to expand Nutrabay's reach across diverse consumer segments - from fitness enthusiasts and athletes to wellness-conscious individuals across India.Bushra Ismail, Founder & Chief Strategist Confiance Communications, said: ?Ç£We are excited to partner with Nutrabay, a brand that's redefining the sports nutrition landscape in India. Confiance endeavours to spotlight their innovative approach to making premium nutrition accessible to all Indians. With their pharmaceutical-grade manufacturing standards and focus on quality, Nutrabay is well-positioned to become a category leader in India's growing wellness market. We look forward to amplifying their success story and establishing them as a trusted voice in the sports nutrition space.?Ç¥Shreyans Jain, Founder, Nutrabay, said: "As we accelerate our mission to democratise access to premium sports nutrition in India, having the right communications partner is crucial. Confiance's proven expertise in building compelling brand narratives will be instrumental in taking our story to a wider audience and establishing Nutrabay as India's most trusted nutrition brand."Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has established a strong foothold as one of India's most reliable and outcome-driven PR agencies, particularly within the startup and venture capital ecosystems. The agency has an exceptional track record of catapulting the media and digital presence of over 90 organisations in India and abroad. Confiance's esteemed clientele includes notable brands like The Quorum Club, Leo Capital, Turkiye Tourism, Salad Days, Transition VC, Bureau ID, PlanetSpark, ProcMart, and Khyaal, among other distinguished names. Additionally, the agency has successfully partnered with listed entities such as ProcMart (part of IndiaMART), TIL Limited and Just Herbs (acquired by Marico), among others.

As OpenAI forges strategic content agreements with major publishers, the landscape of media relations and earned media is undergoing a fundamental shift. In this interview, Shalu Jha, Co-Founder and Chief Operating Officer, PRandit, talks about how these collaborations are changing the way news is sourced, distributed, and consumed, pushing PR professionals to rethink their approaches. Traditional methods of relying solely on newspapers and television are no longer sufficient; integrating AI-driven strategies is now essential to staying relevant and impactful.How do you think OpenAI?ÇÖs content agreements with major publishers will impact the future of media relations and earned media for PR professionals?The collaborations of OpenAI with prominent publishers reposition AI as a means to find news, changing how content is distributed and the significance of earned media. These partnerships with key outlets mean that AI models used in these platforms are trained on AI applications like ChatGPT. This means that PR needs to reconsider its goals. It is not enough to speak to people through newspapers and TV anymore; PR professionals need to incorporate AI that will help us understand how people will consume content in the future, which will help redefine the industry.With AI models gaining prominence, what strategies should PR teams adopt to optimise their outreach efforts and ensure their content stands out in AI-driven platforms like ChatGPT and SearchGPT?Since AI has started playing the role of supplementary, or even sometimes the primary tools of data search, PR teams should focus on developing content that is high-quality and optimised to be effectively consumed by AI systems. Organising data in properly structured format, correct tagging and working closely with licensed publishers can go a long way in helping PR professionals ensure that their message as captured by AI is correct. Content that?ÇÖs easy to understand, from dependable sources, and machine-readable will stand out as AI models give preference to sources with which OpenAI has licensed.Given the increasing integration of AI into news consumption, how do you foresee the evolving role of PR in managing and leveraging AI-powered platforms for enhanced transparency and credibility in media relations?Since the integration of AI increases in the media consumption, PR will have more duties in managing the relationship with the AI platforms. This shift could be towards following ethical standards, and correcting for biases so that AI platforms portray information correctly. It suggests that editorial content partnerships are important for credible deep AI outputs, which PR can utilise to promote more credible, verified media content. In doing so, the PR professionals will be able to contribute to the making of a more reliable media space.

Wizikey, Asia?ÇÖs first and leading AI-powered media intelligence platform, has unveiled its highly anticipated Newsmakers 2024 Report, spotlighting the startups that have redefined India?ÇÖs entrepreneurial narrative with unparalleled media visibility and transformative innovation. Dominating the rankings this year are Dream11, OYO shining examples of resilience and influence in their respective sectors.Dream11 leads the pack with a record-breaking NewsScore of 76.41, demonstrating its ability to captivate media and audiences alike with groundbreaking strides in gaming. The brand generated over 35.8k news stories, 23k headlines, solidifying its status as the most visible startup.OYO, with a NewsScore of 68.33, continued to revolutionize the global hospitality landscape empowering hotels. Its relentless innovation and focus on creating value have kept OYO at the forefront of global industry discussions. In third place, BYJU?ÇÖS on third with a NewsScore of 67.14, underscoring its impact on education technology. This year?ÇÖs report also celebrates the achievements of other standout performers like Zerodha, Zepto, Meesho, Ather Energy, PhysicsWallah, Boat Lifestyle, and Razorpay, reflecting the dynamic diversity of India?ÇÖs entrepreneurial ecosystem. From FinTech and sustainable mobility to quick commerce and consumer electronics, these startups have set benchmarks in innovation and influence, further cementing India?ÇÖs position as a global startup powerhouse.Aakriti Bhargava, Co-Founder of Wizikey, commended the trailblazing startups featured in the report: "The 2024 Newsmakers Report reflects not just innovation but the power of effective storytelling. Emerging startups like Ather Energy, PhysicsWallah, and Zepto have shown how clear and compelling communication can amplify their vision and engage audiences meaningfully. By leveraging the right narratives, these companies are carving their own space in competitive industries, reminding us that impactful communication is as critical as innovation in shaping success."While FinTech retained its dominance in 2023, led by Zerodha?ÇÖs media presence, 2024?ÇÖs landscape underscored the rise of startups like Ather Energy and PhysicsWallah, emphasizing sustainable mobility and education. The narrative this year is not just about visibility but the power of startups to shape industries, influence public discourse, and inspire a global audience, signaling a vibrant and dynamic year ahead.The Wizikey Newsmakers Report, an annual benchmark for media visibility, captures the essence of innovation, influence, and impact. As the trends identified this year unfold, 2024 promises to be a year of breakthrough achievements and inspiring milestones in India?ÇÖs entrepreneurial journey.Methodology: The 2024 Newsmakers Report, in its 6th edition, employs a sophisticated AI-powered analytics framework to evaluate brand visibility across media channels. The rankings are derived from Wizikey's proprietary NewsScore algorithm, which processes over 30 million data points across 1,700+ brands. This comprehensive analysis combines artificial intelligence, machine learning, and advanced media intelligence to quantify news mentions and their impact, ensuring an objective assessment of each brand's media presence. The methodology has established itself as an industry benchmark, offering unparalleled insights into brand visibility and media impact in the startup ecosystem.

Adgcraft, One of the most trusted PR agencies in India announces the onboarding of Hassan Faridi as Account Director. With over a decade of extensive experience in Public Relations, Media Relations, Client Servicing, and Strategic Communication, Hassan?ÇÖs addition to the team marks a significant milestone in Adgcraft?ÇÖs journey of delivering excellence in PR and Communication.As Account Director at Adgcraft, Hassan Faridi will be responsible for leading key client accounts, devising strategic communication plans, and ensuring the seamless execution of PR campaigns. His role will involve mentoring and guiding team members and maintaining strong client relationships. By leveraging his extensive experience, Hassan will focus on enhancing client satisfaction, expanding the agency?ÇÖs portfolio, and aligning communication strategies with business objectives to deliver measurable results.Abhinay Kumar Singh, Founder and Managing Director of Adgcraft, expressed his enthusiasm about Hassan?ÇÖs appointment, stating, ?Ç£We are delighted to welcome Hassan Faridi to the Adgcraft family. His extensive experience, strategic acumen, and passion for communication align perfectly with our vision to deliver exceptional results for our clients. Hassan?ÇÖs leadership will undoubtedly strengthen our team and elevate our service offerings.?Ç¥Speaking about his appointment, Hassan Faridi said, ?Ç£Joining Adgcraft represents an exciting chapter in my professional journey. The agency?ÇÖs commitment to delivering meaningful and impactful communication solutions resonates deeply with my own approach to public relations. I am eager to bring my experience to the table and collaborate with the talented team here to create strategies that not only address client needs but also push boundaries in how PR can drive value for businesses. My goal is to contribute to the agency?ÇÖs continued growth by delivering consistent, high-quality results for our clients.?Ç¥Hassan brings over 10 years of experience in managing high-impact PR campaigns, fostering client relationships, and driving strategic initiatives across diverse industries, including Corporate, Technology, Automobile, Finance, FMCG, Retail, CSR, Hospitality, Startups, Education, and Health. His in-depth knowledge of the PR industry, combined with his strong team management skills and strategic approach, will surely make him a valuable asset to the Adgcraft team.

Burson, the global communications agency purpose-built to create value for clients through reputation, has announced that Matt Reid has joined strategic communications and financial markets advisory firm Burson Buchanan as US CEO, effective December 2. Reid is based in Washington, D.C. and will oversee the expansion of the brand and business in the U.S. market. Reid uses his deep experience in financial and corporate communications, public affairs and crisis management to provide strategic counsel to clients facing ?Ç£bet the company?Ç¥ opportunities and threats. His expertise includes managing financial transactions and issues; complex litigation matters and government investigations; policy and regulatory challenges; and major corporate crises. He has also managed communications for numerous corporate acquisitions, mergers and SPAC transactions. ?Ç£Businesses are facing pressures from all quarters ?Çô both internal and external ?Çô that can create high-stakes threats, imperil reputation and undermine financial confidence,?Ç¥ said Corey duBrowa, Global CEO, Burson. ?Ç£Matt brings a successful three-decade career in advising clients through myriad complexities, opportunities and strategic scenarios to protect and build reputation and optimize valuation. I benefitted from his steady hand and wise counsel during my time as a client and when we were colleagues at WE Communications, and know his considerable expertise will be a tremendous asset to our clients and potential clients as we build Burson Buchanan in the United States.?Ç¥ Before joining Burson Buchanan, Reid was Managing Director and Head of the Los Angeles office for H/Advisors Abernathy, as well as lead of the firm?ÇÖs cybersecurity and litigation communications practices. He also contributed to the firm?ÇÖs capital markets work in the U.S. and its global public affairs efforts. Prior to that, Reid was Managing Director and co-head of the Los Angeles office of Sard Verbinnen & Co. (now FGS Global), where he oversaw mergers & acquisitions, activist defence, executive transitions, crises, regulatory and litigation matters for clients across numerous industries, including technology, life sciences and education. Earlier, he was Senior Vice President, External Affairs for BSA | The Software Alliance, the leading global trade association for the software industry, where he oversaw global communications and government relations. He has also held senior corporate communications and public affairs roles at agencies including WE Communications, FleishmanHillard and GCI Group. He began his career working on high-profile political campaigns. ?Ç£Burson Buchanan has a well-earned reputation in the UK across 30 years for helping clients manage issues, markets and corporate reputation to build stakeholder confidence and facilitate innovation and growth,?Ç¥ said Reid. ?Ç£As a boutique strategic communications and financial markets advisory firm within Burson Group, we offer highly specialized expertise, backed by the resources of the global communications agency that set the gold standard for reputation management and strategic advisory. I couldn?ÇÖt be more enthusiastic about what we?ÇÖll be able to achieve as we expand Burson Buchanan into the US.?Ç¥

Bombay Chartered Accountants?ÇÖ Society (BCAS), India's largest and oldest voluntary professional body of Chartered Accountants, has joined hands with SGA PR, one of the fastest growing communication consultancies in India, to create further awareness about the pivotal role it is playing in the fields of accounting, tax and finance thereby strengthening the economic fabric of India.SGA PR, as an exclusive communications partner for BCAS, has been entrusted with the role of positioning BCAS as the key industry voice representing the community of chartered accountants in the country besides highlighting all the developmental programmes that the body does to strengthen the Indian financial ecosystem and shape the future of the professionals.SGA PR is part of the 14-year-old Strategic Growth Advisors Group which has pioneered investor relations and compliance communications practices in India. BCAS is yet another marquee name in the BFSI portfolio of SGA PR which already manages some leading corporates across mutual funds, housing finance, NBFCs and fintechs among others.?Ç£Our association with BCAS started during their 75th anniversary celebrations as we were privileged to be the communications partner for one of the biggest congregations of chartered accountants in India ?Çô Reimagine 2024. The association has today fructified into a strong partnership between the two organisations. Our endeavour will be to bring to the fore some of the pioneering work that BCAS has been undertaking that will shape the future of finance in the country.?Ç¥ says Rahul Jain, Partner & Jt. CEO, SGA PR.BCAS is a not-for-profit professional body that is led by a team of practicing chartered accountants with many of them being regarded as stalwarts in their respective domains. It constitutes of 10 different committees across Direct Tax, Indirect Tax, Accounting & Auditing, Internal Audit, Corporate & Allied Laws and International Taxation among others. For the last 75 years, the body has been working closely with the central government and various state governments, academia and industry professionals to further strengthen the financial ecosystem of the country.CA Anand Bathiya, President at BCAS, said, ?Ç£Ever since its foundation, BCAS has supported the Government of India and the various state governments with research backed inputs and expert opinions on several financial policy parameters. Over the years, we have been playing a distinct role in shaping the financial policy of the country besides also working tirelessly towards the professional development of our young CA colleagues. In SGA PR, we have found the perfect partner to convey our unique story to the broader community that will strongly highlight the ethos and legacy of our great organisation. SGA?ÇÖs expertise in compliance communications has further reinforced our confidence in them and we look forward to a long partnership.?Ç¥

The Public Relations Consultants Association of India (PRCAI) has launched a brand-new Reputation Management course for one of India?ÇÖs top business management schools, the Indian Institute of Management, Udaipur (IIMU). This academia-industry collaboration aims to equip future business leaders with expertise in strategic communications which is essential for building successful brands and businesses.Reputation Management is an elective course developed for IIMU and offered in Term 5 (October-December 2024). The course covers six dimensions of corporate reputation?ÇöEmotional Appeal, Products & Services, Financial Performance, Vision & Leadership, Workplace Environment, and Social Responsibility?Çöall seen through the lens of Public Relations, giving students a deeper understanding of how these drivers create long-term value for organizations. It introduces participants to the subject of crisis communications?ÇÖ best practices, and the importance of ethical business conduct, underlying the value of preparedness to proactively protect reputation. The course will also provide an enhanced understanding of Online Reputation Management (ORM), a critical area in today?ÇÖs digital-first world. As stakeholder behaviours evolve, ORM has become central to the practice of Public Relations, with an increasing focus on leveraging digital platforms to manage and enhance reputation.?Ç£We are thrilled to partner with IIM Udaipur for this new Reputation Management course,?Ç¥ said Nikhil Dey, National Chair, Talent & Academia, PRCAI & Executive Director, Adfactors PR. ?Ç£Reputation management is central to business success in today?ÇÖs interconnected world. The demand for leaders who can strategically manage and protect reputations is at an all-time high. A world that is embracing the AI opportunity is also having to learn how to deal with fake news, misinformation and disinformation. In this context, reputation management has become a vital competency for leaders across industries, and this program prepares the B-School students to learn the science and art of reputation management to tackle the VUCA* world head-on.?Ç¥The initiative is catalysed by initial insights from the latest industry survey PRCAI 2024-25 SPRINT* which will be unveiled in January, highlighting the state of talent and its influence on the industry and the future of communications. The survey found that 76 per cent of respondents believe that educational institutions must overhaul their curriculum to meet new PR industry demands. Further, PR firms are finding new hunting grounds - even at the entry level, firms have broadened their hiring pool to include marketing and advertising institutes (23%) and management institutes (13%). The survey revealed that corporate communication leaders (90%) shared that CEOs are now prioritizing strategic communications for measurable business impact, and this course is designed to meet the increasing demand for expertise in reputation management.?Ç£The Reputation Management elective course stands out as a new addition to IIM Udaipur?ÇÖs curriculum. This course is designed to give our students a comprehensive understanding of the drivers of corporate reputation, positioning them for leadership roles where effective communication is key to success,?Ç¥ said Prof. Ashok Banerjee Director, IIM Udaipur.75 IIM Udaipur students have enrolled for the Reputation Management course, joining a forward-thinking initiative to harness the power of communications for growth and business impact. PRCAI members are represented by three PR industry veterans Nikhil Dey, National Chair of Academia and Talent & Executive Director at Adfactors PR; Vandana Sandhir, Chief Client Strategy Officer at Burson India and Aman Gupta, Managing Partner, Asia-Pacific at SPAG/ FINN Partners, are serving as visiting faculty and collaborators in delivering this course.?Ç£We are proud to partner with IIM Udaipur to prepare leaders for tomorrow and thankful to our members who have stepped forward to make this a reality. This course will arm future business leaders with the tools needed to manage reputations effectively,?Ç¥ added, Deeptie Sethi, CEO of PRCAI.PRCAI is committed to delivering strong academic interventions through an on-going series of training and exchange programs that connect students with industry leaders in the form of guest lectures, consultancy visits and thought-leadership forums. With over 10 academic partners onboard, PRCAI continues to set new benchmarks to nurture and develop future talent for the PR profession.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Kruttik Parekh, Senior Manager - Corporate Communications, Rebel Foods, speaks at length about the communication strategies that help the brand stand out in the crowded food and beverage startup market. He also shares insights on leveraging social media and influencer marketing within Rebel Foods?ÇÖ corporate communications strategy, his transition from the entertainment industry to the F&B sector, and more.Rebel Foods is a pioneer in the cloud kitchen space. How does your role contribute to shaping its brand narrative in a highly competitive food delivery ecosystem, and what strategies do you employ to ensure its communication stands out amidst a crowded market of food and beverage startups?My role at Rebel Foods, the world?ÇÖs largest and fastest-growing cloud kitchen company, has been immensely enriching and dynamic. In a highly competitive and rapidly evolving food delivery ecosystem, staying relevant and agile in our communication is paramount.To shape Rebel Foods?ÇÖ brand narrative, we focus on spotlighting the innovative campaigns we launch across our diverse portfolio of brands, including Faasos, Behrouz Biryani, Oven Story, Wendy?ÇÖs, and others. These campaigns not only reflect the essence of each brand, but also showcase our pioneering approach in the food-tech space.Our communication strategy emphasizes a holistic and integrated approach. We create a 360-degree amplification plan for every campaign, ensuring its message resonates across all possible touchpoints. This includes leveraging print, digital platforms, television, WhatsApp marketing, in-app notifications, outdoor media, and more. By aligning these channels effectively, we ensure that our communication stands out amidst the noise and reaches our target audience with maximum impact.Rebel Foods has multiple brands catering to various customer preferences. How do you ensure each brand maintains its unique identity while aligning with the larger Rebel Foods vision?We treat each brand as a storyteller with its distinct voice while ensuring a unified ethos across Rebel Foods. Clear positioning and tailored messaging for each brand allow us to celebrate individuality. For example, with Behrouz Biryani, the messaging is more inclined towards royalty, while with Faasos, it is more modern and quirky. However, all brands are united by our overarching commitment to quality, innovation, and customer delight, ensuring they resonate with Rebel Foods?ÇÖ larger mission of transforming food experiences.Given the shift towards digital-first communication, how do you leverage social media and influencer marketing in Rebel Foods?ÇÖ corporate communications strategy?Social media and influencers are integral to our strategy for humanising the brand and reaching audiences authentically. We plan various campaigns and activities to keep the spirit up and ensure our customers are involved and feel valued. An example here could be our recent children?ÇÖs day activity under Oven Story, where we had pizzas made in different shapes, calling them ?Ç£kiddy pizza?Ç¥ and the other one by EatSure, where we leveraged the power of nostalgia and sent out famous 90s treats with every order. We had influencers come in and try our treats and then hop on to the promotional brandwagon. By using data-driven insights, we tailor our campaigns to resonate with diverse demographics while maintaining transparency, ensuring our messaging feels personal and impactful.Having worked in leadership roles at INOX and now at Rebel Foods, what is your approach to building and mentoring high-performing communications teams?Having held leadership roles at INOX and now at Rebel Foods, I believe that building and mentoring high-performing communications teams starts with a focus on fundamentals. In PR, especially on the brand side, staying true to the basics while executing innovative and impactful campaigns is key to success. I encourage my team to think beyond the ordinary and give them the freedom to express and execute unique ideas that push boundaries. This autonomy fosters creativity and helps develop campaigns that truly resonate with audiences.As a leader, I prioritize motivation and collaboration. Building a culture of unity and instilling a ?Ç£One Team?Ç¥ mindset is particularly crucial during challenging times. By empowering the team and fostering an environment of mutual trust, we navigate crises effectively and emerge stronger.During your tenure at INOX, the pandemic posed significant challenges for the entertainment industry. What key crisis communication lessons from that time do you apply in the F&B sector?I joined INOX during the second wave of the pandemic in March 2021, a time when cinemas had been closed for an unprecedented 365 days with no revenue flow. The challenges were immense, as audiences were hesitant to return to theaters, and the entire cinema industry was striving for revival.During this period, I learned that in a crisis, it is crucial for a PR professional to think creatively and execute out-of-the-box ideas. We launched several impactful campaigns during the post-COVID era that not only helped rebuild audience confidence, but also contributed significantly to the industry?ÇÖs revival.Patience and instinct are invaluable during a crisis. Remaining calm, trusting your intuition, and consistently focusing on innovative solutions are lessons I carry forward into the F&B sector. Whether it?ÇÖs reviving a cinema or navigating challenges in food and beverage, these principles remain fundamental to effective crisis communication and brand recovery.What motivated your transition from the entertainment industry to the F&B sector, and what excites you the most about your role at Rebel Foods?After spending over four years in the entertainment industry, I was eager to explore new challenges in a different sector. The food tech space, with its dynamic and constantly evolving nature, presented an exciting opportunity to innovate and connect with consumers in meaningful ways.Since joining Rebel Foods over eight months ago, I?ÇÖve discovered the art of delighting customers through innovative, emotionally resonant campaigns. For instance, initiatives like sending dahi cheeni before the India versus Pakistan World Cup match, a nostalgic candy box on Children?ÇÖs Day, and chocolate medals celebrating India?ÇÖs victories at the Olympics have been particularly memorable. These campaigns, executed through EatSure ?Çô Rebel Foods?ÇÖ D2C platform ?Çô have allowed us to create personal connections with our customers while delivering exceptional experiences. This blend of creativity, customer engagement, and impact is what excites me the most about my role at Rebel Foods.Could you share an example of a campaign or initiative from your career that you are particularly proud of and why?It is challenging to choose just one campaign, but an initiative that holds a special place in my heart is the PR efforts I executed during my tenure at INOX Group in 2021, amidst the second wave of COVID-19.In addition to managing PR for PVR INOX, I was also responsible for INOX Air Products, India?ÇÖs leading industrial gas company. During the second wave, when the country faced a critical shortage of medical oxygen, INOX Air Products played a pivotal role, supplying 60% of the country?ÇÖs medical oxygen needs. The media?ÇÖs focus on this crisis was immense, with widespread demand for interviews with Siddharth Jain, Managing Director of INOX Air Products.I had the privilege of spearheading PR efforts to craft a tactful narrative that sensitized the gravity of the situation while highlighting INOX?ÇÖs contributions. By lining up impactful interviews globally and strategically managing communication, we were able to address concerns, mitigate negative PR, and bring much-needed awareness to the crisis.This campaign stands out as a defining moment in my career. It was an honour to work closely with Mr Jain and the team, and my efforts were recognized with a reward for outstanding PR contributions. This experience taught me the importance of strategic communication during a crisis and the power of thoughtful storytelling in driving impactful narratives.Overall, how has the past year been for the corporate communications industry, and what key trends or shifts have you observed that are redefining how brands engage and connect with their audiences?The past year has highlighted the importance of agility and authenticity in corporate communications. Brands are increasingly adopting purpose-driven messaging and leveraging tech for real-time engagement. I?ÇÖve seen a shift towards deeper storytelling and the use of AI for personalisation. Consumers value transparency more than ever, pushing brands to align communications with genuine values and meaningful impact.

Prius Brand and Business Partner, the flagship entity of Prius Communications, has revolutionized healthcare communication with innovative campaigns that underscore its unmatched expertise in public relations strategies. The company?ÇÖs recent successful healthcare campaigns for two of its leading Bengaluru-based healthcare providers, upscaled healthcare communication and PR strategies. Of several innovative campaigns this year, two recent PR campaigns for the launches of India?ÇÖs first on-site 3D Printing lab and the World?ÇÖs smallest knee implants achieved unprecedented success. Baldev Raj, Founder and CEO of Prius Brand and Business Partner said, ?Ç£We have had the privilege of executing PR campaigns for some of India?ÇÖs leading healthcare providers over a decade. This year, particularly, we achieved remarkable success in their PR campaigns based on their new initiatives. The overwhelmingly positive response from media platforms reaffirmed the power of our strategic communication approach. It is incredibly fulfilling to see all our campaigns drive meaningful results for our clients.?Ç¥The campaigns led by Prius Brand and Business Partner have successfully brought attention to the technological advancements and personalized patient care offered by healthcare institutions. These campaigns highlighted the hospitals?ÇÖ expertise in advanced care, resonating strongly with audiences across print, digital, and electronic media.?Ç£Over the past eight years, we have had the privilege of managing PR for one of India?ÇÖs top four listed hospital chains, a partnership that continues to thrive. Our mandate has been centered on clinical and corporate positioning, aimed at transformative brand development. Through strategic campaigns and events, we successfully enhanced visibility and strengthened their market presence by an incredible 500%,?Ç¥ said Baldev Raj."The results speak for themselves: over 6,250 coverage pieces, with a PR value exceeding ?155 crore, across 25+ states and Union Territories. Our efforts generated 2,300+ industry stories, 1,000+ authored articles, 3,000+ print coverages, 1,000+ thought leadership features, and 250+ electronic coverages, including 600+ mentions on India?ÇÖs top media Network. These campaigns exemplify the transformative power of strategic communication and the remarkable outcomes we consistently deliver for our clients,?Ç¥ added Mr. Raj.Recent innovative campaigns have not only increased public awareness of technological advancements in hospitals but have also underscored the importance of effective communication strategies in reshaping healthcare narratives. These efforts have contributed to the increased and important role of strategic healthcare communication. The agency has worked on successful campaigns for a range of healthcare organizations and focuses on developing communication strategies that highlight client achievements and industry leadership.

Manu Kumar has announced his decision to step down from the role of Head of Marketing & Corporate Communications at Hero Electric Vehicles after more than seven years. Sharing his transition with Adgully, Kumar stated:"After an incredible 7+ years as Head of Marketing & Corporate Communications at Hero Electric Vehicles, I've decided to move on. It's been an amazing journey?Çöa rollercoaster ride filled with learning, growth, and wonderful memories.Manu Kumar has announced his decision to step down from the role of Head of Marketing & Corporate Communications at Hero Electric Vehicles after more than seven years. Sharing his transition with Adgully, Kumar stated:"After an incredible 7+ years as Head of Marketing & Corporate Communications at Hero Electric Vehicles, I've decided to move on. It's been an amazing journey?Çöa rollercoaster ride filled with learning, growth, and wonderful memories.I'm taking a short sabbatical to recharge, explore new opportunities, and focus on a few personal projects. In the meanwhile, I will continue to work with and mentor startups on go-to-market, brand, and corporate communication strategies. Additionally, I look forward to engaging with colleges and universities for guest lectures and other mentorship programs.Grateful for the support and camaraderie of my Hero Electric family and looking forward to this exciting new chapter!"Manu Kumar is an integrated marketing professional with over 25 years of experience spanning marketing communication, brand management, direct marketing, activation, public relations, e-commerce, and digital media.His extensive experience includes roles at organizations such as UTStarcom, Bharti Airtel Limited, Chevron, and McCann-Erickson Advertising Limited.

Online marketplace giant eBay has selected Axicom, Burson's tech-focused agency, as its North America corporate communications agency of record. This follows a competitive review led by eBay's new Chief Communications Officer Gigi Ganatra Duff.Axicom will support eBay across various areas, including corporate, product, and technology communications, seller and advertiser engagement, and the eBay Foundation. The agency will collaborate with Duff's team to enhance awareness of eBay's commitment to innovation and its vibrant community.Lisa Sullivan, President of Axicom Americas, expressed excitement about the partnership, emphasizing the agency's expertise in helping tech brands communicate effectively.This win marks a significant milestone for Axicom in the US market, following recent successes like securing AMD's global PR business. eBay, celebrating its 30th anniversary in 2025, will manage the account from Axicom's San Francisco office.

VisitBritain, the national tourism agency for Great Britain, has announced the appointment of Mirna Tamimi as its new Communications Manager for the Gulf Cooperation Council (GCC) countries.In her new role, Mirna will lead efforts to promote Britain?ÇÖs diverse visitor offerings across the GCC region. Her responsibilities include collaborating with media to highlight the latest tourism products, experiences, and attractions. This involves organizing hosted media visits and promoting Britain as a must-visit destination through its regional gateways.The appointment comes as VisitBritain forecasts record-breaking visitor numbers and spending from the GCC in 2024. An estimated 1.3 million visits are expected, marking a 21% increase from 2023. Visitors from the region are projected to spend ?ú3.1 billion in the UK this year, a significant 26% rise compared to the previous year.Mirna brings a wealth of experience to the role, having previously worked at Gambit Communications as a Senior Account Manager. There, she managed high-profile clients across hospitality, entertainment, and automotive sectors, including Mandarin Oriental Hotel Group, Ski Dubai, Snow Abu Dhabi, and BMW Group. With over six years of experience in agency and in-house roles and a track record of award-winning campaigns, Mirna is well-positioned to strengthen Britain?ÇÖs appeal to GCC travelers.Her appointment reflects VisitBritain?ÇÖs commitment to fostering strong connections with the GCC market, encouraging more visitors to explore the best of Britain?ÇÖs rich culture, heritage, and attractions.

Max Level, a leading marketing and PR agency built by gamers has been awarded the public relations and social media mandates for 88 Games, the newly announced game development division of 88 Pictures, the animation and VFX studio behind Emmy and Annie Award-winning show Trollhunters: Tales of Arcadia, as well as global hits like Gremlins: Secret of Mogwai, Transformers: The Earth Spark Season 2, Kung Fu Panda: The Dragon Knight, and Fast & Furious: Spy Racers. The partnership marks a significant step in shaping the public presence of 88 Games as it aims to bring India?ÇÖs cultural heritage to global gaming audiences.The collaboration will see Max Level leveraging its deep expertise at the intersection of gaming and media landscape to highlight 88 Games?ÇÖ initiatives in the international gaming industry. The mandate encompasses strategic outreach, storytelling, and other initiatives to build and support the studio?ÇÖs ambitious game titles and vision of blending immersive gameplay with India?ÇÖs rich storytelling traditions. Commenting on the partnership, Milind D. Shinde, Founder & CEO of 88 Games, said "88 Games is a unique venture that blends our expertise in animation and VFX with our passion for telling stories, through an interactive medium. Our mission is to deliver culturally resonant, visually stunning and immersive stories through games for the global audiences. With Max Level?ÇÖs proven track record in PR and social media, we?ÇÖre excited to build a compelling brand narrative and connect with players and industry leaders worldwide."With a gamut of achievements under its belt, the launch of 88 Games further diversifies the company?ÇÖs position as a leader in storytelling, expanding its portfolio to interactive experiences.Siddharth Nayyar, Co-founder & Chief Revenue Officer of Max Level, shared his excitement about the collaboration, "Being gamers first, we were absolutely amazed by the projects that 88 Games is working on and we were eager to work alongside them. Hence, being entrusted with the PR and social media mandate of 88 Games is an incredible opportunity for us. 88 Games?ÇÖ vision of creating culturally resonant games aligns perfectly with our passion for amplifying impactful stories. Together, we aim to position 88 Games as a leader in the Indian and global gaming industry, showcasing the untapped potential of Indian narratives in interactive entertainment."88 Games, led by industry veterans Milind D. Shinde and Shiben Bhattacharjee, is developing a lineup of games inspired by India?ÇÖs folklore and history. The collaboration reflects the rapid growth of India?ÇÖs gaming market, which added 23 million new gamers in FY24, bringing the total to 590 million players. With the industry projected to exceed $9.2 billion by FY29, 88 Games aims to fill a crucial gap by offering premium, culturally significant PC and console games to a global audience.The addition of 88 Games to its already diverse portfolio of brands underscores Max Level?ÇÖs growing market share in the Indian gaming, esports and tech market.With a portfolio including brands like NODWIN Gaming, SuperGaming, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, ASUS ROG, Jio Games, TVS, and HyperX, Max Level continues to grow its client base while maintaining a focus on delivering tailored PR and marketing services that resonate with gaming and esports audiences.

Authored by: Manish Sharma (The author is a PR Entrepreneur, Co-Founder of Key Communications and a proud GREEN Storyteller) The growth and progress of a nation are intricately linked to the personal development and evolution of its citizens. India has witnessed a groundbreaking transformation of the differently-abled in the Paris Paralympics with a toll of 29 medals. It was not just a mere number, it was a representation of the calibre, strength, and dedication an individual possesses even being differently abled. Nothing is impossible, and they proved it right. However, amongst the 40-90 million population of differently-abled individuals, only 54.4% have the resources to learn and grow. PR and creative professionals can play a vital role in fostering a more inclusive world, where the talents and contributions of differently abled individuals are celebrated and recognized.  A nationwide campaign was launched in the year 2015 to enhance the accessibility of differently abled named, The Accessible India Campaign (AIC), also known as Sugamya Bharat Abhiyan. However, as per the 2018 report by the Department of Empowerment of Persons with Disabilities, only 3% of buildings in India were found to be fully accessible by the differently-abled. Not only this, A 2020 report by the 2020 Web Accessibility Annual Report highlighted that over 98% of websites fail to comply with accessibility requirements for them.  It's almost a decade now, and there is still a need to address the issues faced by them due to lack of education, financial support, job opportunities, inclusivity, and limited awareness. PR and creative industries can draw the attention of both the government and private sector to address these loopholes in society.  Inclusivity- Key for a Sustainable FutureDisability inclusion should go beyond being just a message; individuals with disabilities must be genuinely included and integrated into societal narratives. Rather than being portrayed solely as subjects of discussion or advocacy, their experiences, perspectives, and contributions should be woven into the fabric of stories that reflect our diverse world. Differently-abled citizens are also active participants in society, rather than mere symbols or focal points of the conversation, sympathy, or disability! Creative storytellers and PR professionals are championing the urgent need for organizations and the PR sector to advocate for inclusivity and equal opportunities for differently abled individuals. By leveraging the power of sharing narratives creatively through strategic communication and PR campaigns, creative industries can contribute towards an inclusive and sustainable future. PR: The Voice of the Unheard The importance of inclusivity and representation cannot be overstated, it is the need of the hour to address the gaps and blockages which determine the future of differently-abled individuals. Public relations (PR) and creative industries hold significant power in shaping narratives and perceptions. By actively advocating for and supporting differently abled individuals, these sectors have the opportunity to not only be their voices but also drive meaningful change. Through innovative campaigns and authentic storytelling, these industries can break down barriers, challenge stereotypes, and inspire a broader understanding of diversity and ability. The recent Zepto Campaign emphasized the significance of inclusivity by sharing the inspiring stories of employees with disabilities who have triumphed over challenges with the company's support. One of their digital films focused on the remarkable journey of the differently abled, Vishwanath, a delivery partner who is also a team leader. Vishwanath works at Zepto Cafe in Bellandur, Bangalore, and is among over 100 differently abled employees showcasing the company's commitment to inclusiveness.  One such campaign by Toyota, ?ÇÿImpossible vs. Impossible?ÇÖ was inspired by the insight that Paralympians are some of the greatest athletes on the planet but, away from their sport, they face the same challenges as anyone else. The initiative stemmed from thorough research carried out within the differently-abled community. They highlighted the challenges of a Paralympian and how they push themselves beyond expectations.  These kinds of PR campaigns underscore how creative storytellers and PR are becoming the voice of the unheard and playing a key role in supporting and advocating for differently-abled citizens. 

Havas Health Network has launched Havas Life Bangkok, expanding its healthcare communications expertise in Thailand and solidifying its presence in the Asia-Pacific region.Leading the agency is Apichaya Hiranphoonyaphreeda, appointed as Business Director. Havas Life Bangkok will focus on helping healthcare brands build stronger connections with patients and healthcare professionals by delivering innovative and integrated communication solutions.The expansion reflects Havas Health Network's commitment to advancing its healthcare communications capabilities across the region. With clients like GSK and Sanofi already on board, Havas Life Bangkok is poised to contribute significantly to their marketing campaigns.Charles Houdoux, CEO of APAC and LATAM at Havas Health Network, stated: "The increasing demand for innovative healthcare solutions necessitates optimized content performance across the entire customer journey. Our ability to anticipate and fulfill our clients' evolving needs requires continuous adaptation and collaboration. Southeast Asia presents a vital growth market, and expanding into Thailand, a market brimming with potential, empowers us to deliver transformative solutions that future-proof our clients' businesses."Jini Mathai, Regional Business Head of SEA at Havas Health Network, added: "Our expansion into Thailand reaffirms our dedication to providing the 'One Havas Experience.' This new addition strengthens our regional network of fully-owned agencies, underpinned by a robust governance model. This translates to a seamless and cohesive experience for our clients across the region, leveraging both global insights and local expertise to deliver impactful, culturally relevant solutions."Aga Giedroyc, CEO of Havas Thailand, said: "The addition of Havas Life Bangkok enhances our service offerings, enabling us to effectively address the unique needs of healthcare clients in Thailand. This milestone unlocks new avenues for us to deliver value-driven strategies and make a meaningful impact on the Thai healthcare landscape."Giedroyc further emphasized Apichaya Hiranphoonyaphreeda's qualifications, stating, "Apichaya's extensive experience in advertising and communications, combined with her medical background and successful track record in leading campaigns for global healthcare giants, instills confidence in her ability to guide Havas Life Bangkok towards growth and success."

Prasidha Menon has taken on a new role as the Regional Head of Communications, Brand, and Product, Asia Pacific at Airbnb. This follows her tenure of over two and a half years as the Regional Head of Communications for Airbnb in India and Southeast Asia (SEA).Sharing her excitement with Adgully, Prasidha said, "I am thrilled to share that after spending more than two and a half years as the Regional Head of Communications for Airbnb in India and SEA, I am taking on a new role as Regional Head of Communications, Brand, and Product, Asia Pacific at Airbnb. It?ÇÖs an absolute honour and privilege to step into this regional leadership position at a time when Asia Pacific is uniquely positioned to drive Airbnb's growth and expansion globally, and I am excited to play an integral role in this journey."Prior to joining Airbnb, Prasidha served as the Director & Head of Brand, Marketing, and Communications at Optum and as the Vice President and Global Head of Communications in her previous roles.

Truecaller, one of the leading global communications platform, has appointed Gaurav Loomba as India's Senior Director of Public Affairs. Gaurav joined Truecaller following a distinguished career as the AVP of Government and Public Affairs at Paytm, and he has also held positions at the National Payments Corporation of India and ICICI Bank. This appointment comes close on the heels of another seasoned industry veteran, Seema Jindal, joining from Bharti Airtel. Seema leads Truecaller?ÇÖs Public Affairs mandate on the telecom business.With two decades of experience in financial services and digital payments, Gaurav was instrumental in fostering relationships with government and industry associations on policy and regulatory reforms in the sector, as well as managing CSR and ESG initiatives.At Truecaller, Gaurav will work closely with government agencies to lead the implementation of a public affairs strategy that secures necessary regulatory and policy support for Truecaller?ÇÖs sustained growth and innovation in India.Speaking on his new role, Gaurav said: "I am pleased to announce my appointment as the Senior Director of Public Affairs at Truecaller. In this role, I will be tasked with enhancing the organisation's engagement with government ministries and agencies. My primary objective will be to develop and implement strategies that ensure comprehensive policy and regulatory support, thereby reinforcing Truecaller's commitment to the Indian market. ?Ç£Truecaller stays committed to India by continuing to expand the Public Affairs mandate in its largest market with over 383 million users. Gaurav will report directly to Kari Krishnamurthy, Truecaller's Chief Commercial Officer.Welcoming Senior Director of Public Affairs, Kari Krishnamurthy, Chief Commercial Officer at Truecaller, said: "Gaurav Loomba's leadership in Public Affairs marks a pivotal step as we deepen our focus on India, our largest market. His regulatory expertise and ability to cultivate meaningful stakeholder engagement will strengthen our partnerships and advance our strategic goals in telecommunications."

On the occasion of International Day of Persons with Disabilities, Kaizzen hosted a remarkable art session led by two talented teenagers, Khushii Kohli and Yash Bangia, from the Arts and Souls Foundation. These young artists showcased not just their creative prowess but also the power of inclusion and empathy, proving that art transcends labels and challenges.The session, held at Kaizzen's office, went beyond teaching how to hold a brush?Çöit was about breaking barriers and fostering connections. Khushii and Yash guided the Kaizzen team through an inspiring creative journey, transforming a blank canvas into a vibrant masterpiece with the help of palette knives, art combs, and paintbrushes. Now, that very artwork adorns the office walls, symbolizing creativity, collaboration, and shared humanity."This experience was a poignant reminder of our privileges and the importance of gratitude," said Vineet Handa, CEO of Kaizzen. "Witnessing our team connect with Khushii and Yash while creating something beautiful was truly magical. It was a day of colors, kindness, and lessons in humility."The event was graced by Radhika Shaporjee, adding to the celebratory atmosphere. The collaboration was organized in partnership with Arts and Souls Foundation, which uses art as a medium of expression for neurodivergent children. The young artists were accompanied by their mothers, whose unwavering support plays a pivotal role in nurturing their growth and spreading awareness about autism.Suvidha Ohri, Head of Marketing at Arts and Souls Foundation, shared her deeply personal journey: "When my son was diagnosed with autism, my initial reaction, shaped by the corporate mindset, was to 'cure' him. Over time, I realized he wasn't someone who needed fixing but rather understanding and support. Today, I am grateful for the perspective he has given me?Çöhe taught me to see life differently and to advocate for environments where children on the spectrum can thrive."This inspiring event underscores Kaizzen's commitment to celebrating abilities, diversity, and the human spirit. The artwork created during the session now stands as a vibrant reminder of what is possible when diverse talents come together, transcending labels to create something extraordinary.

Burson, the global communications leader built to create value for clients through reputation, has been named the strategic communications partner for Eastman Auto & Power Limited (EAPL). Burson will provide integrated communication services to enhance its brand presence and build long term corporate reputation.Burson will focus on strengthening Eastman Auto & Power Limited?ÇÖs reputation through comprehensive communications strategies, tailored content and proactive media relations, ensuring the company?ÇÖs growth story resonates with its customers, partners and potential investors. With a proven track record of driving brand success, Burson will work alongside EAPL to elevate the company?ÇÖs positioning in the competitive energy and automotive sectors.The partnership is poised to drive awareness around EAPL's cutting-edge solutions, particularly in the areas of clean energy and e-mobility. Burson's expertise in creating highly effective communication strategies will help ensure that EAPL?ÇÖs message of progress and sustainability reaches its target audience, reinforcing the company's commitment to environmental stewardship and technological advancement.Sudham Ravinutala, Chief Marketing Officer at Eastman Auto & Power Ltd., said, ?Ç£We are excited to collaborate with Burson as our strategic communications partner. Their expertise in delivering impactful communications strategies, combined with their deep understanding of our industry, makes them the ideal partner to help us further strengthen our brand presence and market leadership in Solar Rooftop Solutions, Last Mile E-Mobility Solutions and Continued Energy Solutions.?Ç¥Spotlighting the significance of this partnership, Deepshikha Dharmaraj, CEO of Burson Group India, said, ?Ç£Eastman Auto & Power Ltd. is a renowned brand at the forefront of energy innovation. We look forward to leveraging our creative expertise to build their reputation and share EAPL?ÇÖs story of progress, sustainability, and industry excellence. We are committed to delivering innovative solutions support their growth vision.?Ç¥ 

PR 24x7 marks a significant milestone by announcing Neha Gour as the company's Chief Executive Officer, effective December 3, 2024, as the company celebrates its 25th Foundation Day.Neha?ÇÖs journey with PR24x7 commenced in 2013 as a PR Executive and she has played a pivotal role in bringing transformations within the organization. Her responsibilities have included company growth, new business development, team leadership, client and media relationship management, and strategic planning.Reflecting on this milestone, Founder Atul Malikram said: ?Ç£Neha has been an integral part of PR 24x7, and her growth within the organization is a testament to her dedication and passion. Her leadership will unlock new opportunities and propel the company to greater heights. We are proud to see her take on this role and are confident in her ability to lead.?Ç¥ On her achievement, Neha Gour shared: ?Ç£It is an honor and a privilege to take on this responsibility. I am committed to continuing our journey of growth and ensuring client satisfaction remains our top priority. I have always believed that success can be achieved at any point in one?ÇÖs journey. The key is unwavering dedication to your work. This commitment simplifies even the most daunting challenges. Neha brings a comprehensive understanding of media management, corporate and brand reputation, and crisis communications. She has demonstrated a strong proficiency in developing impactful communication strategies, with a particular focus on regional markets. Her approach is multifaceted, driving new business development, integrating influencer marketing, and delivering 360-degree PR solutions. She has a Master?ÇÖs in Applied Mathematics from IET DAVV, Indore.As Neha takes the reins, Founder Atul Malikram plans to focus on spearheading their CSR initiatives and a new project, 2030KaBharat, aimed at Aimed at contributing to the fulfillment of 3 (Zero Poverty, Zero Hunger, Quality Education) Sustainable Development Goals by the UN. With this venture, he aims to bring measurable societal change and explore innovative avenues towards creating a lasting impact. Neha?ÇÖs leadership ushers in a new era for PR 24x7, with a renewed focus on growth and innovation, while its founder embarks on a mission of purpose-driven initiatives.