COTT Data: Anticipation Drives Choice: 86% of Netflix Users Wait for Theatrical Release.Netflix has solidified its position as India's premier destination for theatrical releases, with "Haq" leading the top movies chart in Week 1'2026 (January 3-9, 2026) with 7.42 million unique viewers, according to data from Chrome OTT (COTT), India's leading OTT measurement platform.The success of "Haq" has created significant social buzz, establishing Netflix as the signature choice for Bollywood content. The streaming giant is anticipating an additional 1 million subscribers in India following the upcoming release of "Dhurandhar," with projections of 4 million new subscribers worldwide.Week 1'2026: Netflix Commands Top Movie ViewershipCOTT's Week 1'2026 data reveals Netflix's dominance in the theatrical release space:Disclaimer - The published data is based on actual consumption of OTT content and also includes viewer consumption resulting from subscribers sharing their passwords with others to view content. Viewer numbers and engagement may therefore reflect shared access beyond the original subscriber base.Reach: Shows/Web Series/Movies: Calculated on the basis of a minimum of 1 minute of continuous viewing for the said period.With two of the top three movies on its platform, Netflix captured the largest share of theatrical release viewership during the first week of 2026.One Destination for All Movie GenresCOTT's survey insights reveal that Netflix has become the go-to platform for movies across all genres, establishing itself as the signature destination for Bollywood content among Indian audiences.86% of Netflix Users Wait for Theatrical Release.In a striking validation of Netflix's strategy, 86% of Netflix users actively anticipate and wait for theatrical releases to premiere. This preference is driven by compelling value propositions: 54% of subscribers believe Netflix offers better value f

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In conversation with Adgully, Amit Bhandare, Head of Marketing and Corporate Communication at YES Securities, shares how the brand is reimagining financial education through purpose-driven initiatives like WongaWits. As BFSI marketers navigate the twin challenges of trust and complexity, Bhandare discusses the long-term impact of WongaWits – Season 2, evolving consumer expectations in 2025, the growing importance of brand-building, and the opportunities and challenges that lie ahead as the industry moves into 2026. WongaWits blends financial education with engagement. How do you measure its real impact on improving financial awareness and investor confidence? The impact of initiatives like WongaWits cannot be measured immediately because financial education is a long-term exercise. If we look at short-term indicators, the most visible impact is in terms of reach and participation.Last year, WongaWits was limited to just one city, with around 200 participants. This year, we expanded to multiple cities and saw participation grow to nearly 4,000 people. That clearly indicates increasing awareness and engagement. Beyond these direct numbers, the ripple effect is equally important. These 4,000 participants will go on to share their learnings with 10 or even 100 others. So, the reach continues to expand organically.When it comes to impact on investment behaviour, we are firmly in this for the long term. We are not chasing immediate outcomes. Much like investing itself, both money and brand impact compound over time. We believe in sustained effort, and we will continue building this platform with a long-term vision rather than focusing on short-term results. Financial literacy in India remains uneven. What were the key gaps YES Securities aimed to address through purpose-driven initiatives like WongaWits – Season 2? There is a clear gap in how young people approach finance today. Many are attracted to the idea of making quick money. A large section of younger audiences is actively participating in F&O and trading.SEBI reports show that nearly 90–97% of traders end up losing money. What we observed was that trading had started to resemble gaming for many—quick gratification, instant results, and the thrill of competition. That was the core gap.While it’s encouraging that young people are entering the financial ecosystem, many are doing so with the wrong expectations. Trading is often mistaken for investing, whereas investing is inherently long-term and disciplined.We wanted to shift this mindset—from trading for quick bucks to investing for long-term wealth creation. Unless the fundamentals of investing are inculcated early and people are made aware of the risks of trading, this gap will persist.That’s why we chose a quiz-based format. Competition, engagement, and gamification resonate strongly with younger audiences. The quiz format made learning exciting while subtly reinforcing the right financial principles. BFSI marketing is often seen as complex. How are you using personalisation to simplify investing conversations for first-time and young investors? BFSI marketing is complex largely because marketers have made it complex. We’ve over-jargonised finance. Terms like “blue chip,” “NAV,” or “alpha” mean very little to a common person.People understand finance better through simple language and relatable analogies. When finance is simplified, people understand it better—and once they understand, they begin to trust you. Trust is the cornerstone of BFSI.Personalisation plays a key role here. Everyone is unique—just like the people in this room. We all dress differently, have different styles, and different preferences. Similarly, everyone’s financial journey, needs, sources of income, and goals are unique.That’s why we use “style” as a universal, colloquial concept. It’s easily understood across India. If your style is different, your investment approach cannot be the same as someone else’s. This philosophy helps us personalise conversations and make investing more relatable. With data and AI driving marketing decisions, how do you maintain trust and a human connect in financial communications? The foundation is simple—help people understand. The world operates on the law of reciprocity. When you genuinely help someone, they feel a natural inclination to trust you.When we simplify finance and help people understand complex concepts, trust begins to build. Once people realise that you’re not pushing risky products or chasing quick returns, but genuinely guiding them, the relationship deepens.Our focus is not on promoting high-risk products. It’s on explaining why finance is essential, how it fits into one’s life, and how it can be customized to individual needs.That’s why our campaigns are centered around investor education and financial literacy. Data and AI help us scale, but trust and human connection come from clarity, honesty, and consistent value delivery. What were the key learnings from WongaWits – Season 1 that shaped the strategy and format of Season 2? The biggest learning from Season 1 was the overwhelming response we received. It reaffirmed that young people genuinely want to learn—provided the format is engaging, competitive, and entertaining.At that age, competition is a strong motivator. That insight encouraged us to expand beyond Mumbai into other cities.Interestingly, we made a conscious decision to move beyond metros. Cities like Kochi, Indore, Delhi, Hyderabad, and Pune were chosen because financial education is even more critical in these emerging growth centers.The next wave of penetration and growth will come from non-metro and semi-urban India. That’s where awareness is needed the most, and that’s where we want to focus our efforts. Looking back at 2025, what was the biggest shift in consumer expectations from financial brands? In a world increasingly affected by cyber fraud, digital scams, and financial uncertainty, consumers today want trustworthy brands.Finance is still not well understood—India’s financial literacy rate is only around 25–30%. People are looking for brands that can handhold them, guide them, and help them navigate their financial journey with confidence.Trust, transparency, and education have become non-negotiable expectations from financial brands. From a marketing leadership perspective, what was the most defining BFSI marketing trend of 2025? The biggest shift has been the renewed focus on brand building.For a while, performance marketing and influencer marketing dominated the space, while brand building took a back seat. In 2025, marketers have started realising that long-term success requires strong brands.Going forward, brand building and brand management will play a much more central role in BFSI marketing strategies. How was 2025 for YES Securities and the overall BFSI sector? The BFSI sector has performed well in 2025. Many brands launched initiatives focused on cyber awareness and financial education—such as YES Bank’s ScoreCare, which helps people understand creditworthiness.At YES Securities, it was a phenomenal year. We created our third IP this year. WongaWits was our first IP, followed by Wise Whisper—a comic-based initiative for school children.In 2025, we launched our third IP, the YES Securities Cyclothon. Overall, it was an eventful and rewarding year for us. As we move into 2026, what will be the biggest opportunity—and the biggest challenge—for BFSI marketers in India? The biggest challenge will be scale. India is a vast country with over 140 crore people. While our initiatives have reached 4,000–5,000 people so far, the real question is how we scale these efforts meaningfully.Another challenge is language. Many initiatives are still primarily in English. While Wise Whisper has already expanded into vernacular languages, we need to do much more in regional formats to reach the masses.????The opportunity lies in finding cost-effective, scalable, and impactful ways to deliver financial education across languages and geographies. 

Veteran media professional James Varghese has announced the launch of OTS Communications (I) Pvt Ltd, a full-service media agency delivering integrated solutions across Out-of-Home (OOH), BTL activations, retail signages, and ATL media.With over 33 years of experience in the media and advertising industry, Varghese brings deep expertise in media strategy, planning, and execution. He was associated with OAP for 19 years, where he played a pivotal role in driving strategic media initiatives and building long-standing client relationships across categories.Commenting on the launch, James Varghese, Founder & CEO, OTS Communications, said, “Over the years, I have had the opportunity to lead campaigns across platforms and categories. These experiences reinforced my belief that effective media outcomes come from strategic clarity, execution rigour, and ownership. OTS Communications is an extension of that belief—hands-on, focused, and deeply involved in delivering tangible value for clients.”Sharing his perspective, Abhijit Sengupta, CEO & Director, OAP Mediatech, said, “James Varghese has been an integral part of OAP’s journey for nearly two decades, and his leadership, integrity, and people-first approach have left a lasting imprint on the organisation. As he embarks on the next chapter of his professional journey, I wish him success in building something of his own and pursuing his entrepreneurial vision. I am confident that the values he has always stood for honesty, humility, and commitment will continue to guide him forward.”His transition marks the culmination of a significant professional chapter, shaped by decades of industry experience, relationships, and trust built over more than three decades—particularly during his time at OAP forming a strong foundation as he embarks on this new entrepreneurial journey.OTS Communications is founded on the principle that effective media delivery is achieved through a balance of sharp strategy, disciplined execution, and accountability. Built as an agile and focused organisation, the agency is designed to work closely with clients at every stage of the campaign lifecycle, ensuring measurable and outcome-driven media solutions.Positioned as a responsive and involved media partner, OTS Communications (I) Pvt Ltd aims to deliver integrated, performance-led media solutions while maintaining close senior-level involvement across all mandates, offering clients strategic clarity, execution discipline, and accountability across media platforms.

Authored by: Manvika Sagar, is a PR and Corporate Communications SpecialistThe practice of public relations is undergoing a seismic shift. The traditional campaign model, defined by rigid timelines, one-time messages and fixed media placements, is no longer enough in a world where narratives evolve by the minute, audiences shape conversations, and digital ecosystems amplify context in real time. In 2026, PR won’t stop campaigns; it will manage living narratives, stories that breathe, adapt and grow. At the heart of this transformation is artificial intelligence (AI).For years, campaigns were synonymous with launch, peak and fade. Today, narratives don’t wait for launch dates. They are co-created across platforms, stakeholder groups and real-time conversations. In this dynamic landscape, brands don’t just communicate to audiences, they participate with them. PR in 2026 will be less about controlling a timely message and more about shaping ongoing narratives that endure beyond discrete campaigns.Living Narratives: A New Mental ModelThe concept of a “campaign” implies a start and an end, a carefully curated message and measurable snapshots of sentiment. However, narratives in 2026 will exist beyond rigid boundaries, shaped by customer feedback, social communities, algorithmic prioritization and real-world events. What brands say today can be reinterpreted tomorrow, and what once mattered may shift with changing cultural currents.This reality demands that PR become adaptive, continuously sensing, interpreting and influencing narrative flows rather than launching standalone messages.AI Is the Nervous System Behind Narrative ManagementAI won’t replace PR professionals, but it will redefine how PR work is done. The real power of AI lies not in mechanizing tasks, but in interpreting signals at scale so communicators can respond with agility and insight. Already, a majority of PR professionals use AI tools in their workflows, and this adoption continues to grow as AI becomes integral to strategic communications.AI transforms narrative management in three pivotal ways:1. Early detection of narrative shifts AI platforms can monitor millions of data points, including news outlets, blogs, social media, forums, search trends and consumer reviews, to detect narrative drift before it reaches mainstream awareness. This enables PR teams to guide narratives early rather than react after crises erupt.2. Mapping narrative interpretations by audience Brands today speak to multiple audiences simultaneously, such as customers, investors, regulators, employees and media. Each group interprets messages differently. AI helps identify how narratives are understood across these segments, allowing PR teams to align intent with perception without losing nuance.3. Scenario modelling and informed decision-making AI’s predictive capabilities allow PR professionals to model potential outcomes of communication choices. Whether deciding when to comment or anticipating how a statement may be received globally, AI provides foresight, not just insights.Campaigns Evolve, But Don’t DisappearWhile the term “campaign” won’t vanish, its role will change. Campaigns will become episodes within broader narrative arcs. Success will no longer be measured by press volume or short-term engagement spikes, but by narrative longevity, coherence and resonance over time. PR metrics will expand beyond impressions and sentiment snapshots to include sustained narrative influence, stakeholder alignment and trust, areas where AI-driven analysis plays a critical role.Creativity and Strategy Still Belong to HumansDespite AI’s capabilities, it does not replace human judgment. AI can assist with data analysis, pattern recognition and even draft creation, but context, empathy, ethical reasoning and storytelling remain human responsibilities. As AI becomes embedded in PR workflows, professionals must be even more intentional about narrative decisions, ensuring technology serves strategy rather than dictating it.The future of PR lies in collaboration between humans and machines. AI streamlines labor-intensive tasks such as media monitoring, sentiment tracking, audience segmentation and insight generation, freeing communicators to focus on strategic thinking, relationships and ethical storytelling.The Ethical Compass Matters More Than EverWith AI’s expanded role comes responsibility. Avoiding over-automation, preserving authenticity and ensuring narratives are grounded in truth and empathy will be essential. Ethical oversight must remain central as PR professionals steward living narratives, a task that requires judgment, cultural sensitivity and deep audience understanding.Why PR in 2026 Won’t Ruin CampaignsAI is not the threat some fear. It is the engine that allows PR to scale narrative management in a fragmented, fast-moving attention economy. Rather than undermining campaigns, AI enhances their impact by enabling communicators to be responsive instead of reactive, and predictive instead of retrospective.Campaigns will continue, but they will no longer be static events. They will function as integrated episodes within an ongoing story that evolves with audience interaction, societal shifts and real-time feedback. PR professionals will serve as narrative custodians, interpreting data, shaping meaning and ensuring stories remain credible, relevant and aligned with organisational values.Manvika Sagar is a PR and Corporate Communications Specialist passionate about harnessing technology to elevate storytelling and strategic narrative management.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

Swatee Dobriyal has moved to VFS Global as Senior General Manager, bringing close to two decades of experience in corporate communications, reputation management, and stakeholder engagement.Before this role, she led communications for India and South Asia at Air India Limited. She has also held senior regional leadership positions at LIXIL, where she drove corporate communications, purpose led storytelling, ESG narratives, and stakeholder alignment across multiple Asian markets.Dobriyal’s career spans senior roles across leading communications consultancies including Edelman, Avian Media, Integral PR, Genesis Burson Marsteller, and Perfect Relations, where she managed large corporate and consumer accounts and led high impact communication programmes.At VFS Global, she joins at a time when strategic communications play a critical role in navigating scale, complexity, and global engagement.

Authored by: Stuti Singh, Senior Account Director, Adfactors PR.Did you hear the recent number by Taylor Swift, yeah, the one people are making reels tapping – “I swore my loyalty to me, myself and I right before you lit my sky up.”  Trying to put some context, the “fate of Ophelia” refers to Ophelia’s tragic end in the play Hamlet by William Shakespeare. Ophelia’s fate is death by drowning. She falls into a river after her father Polonius is killed by Hamlet. The play leaves it deliberately ambiguous whether her death is an accident, or a suicide brought on by grief and mental breakdown. This ambiguity was important—it reflects how little agency Ophelia is allowed, even in death. The cultural script inherited by women rarely ask them to choose themselves. Instead, it celebrates endurance—of silence, of absence, of imbalance. Much of modern womanhood is shaped by the stories we grow up with, and stories matter because they shape what we imagine possible. For generations, we were offered tales that celebrated waiting, endurance, and rescue, teaching that worth is proven through patience rather than choice. Moving from Cinderella narratives to Wonder Woman is not about rejecting softness or love, but about reframing agency—showing that strength, self-belief, and action can come from within long before anyone else arrives.When it comes to leadership and positions of power, this shift is not philosophical, but operational. Women leaders are moving toward leadership grounded in judgment, clarity, and self-alignment. Indra Nooyi, Former Chairman and CEO, PepsiCo once observed, “When you assume positions of power, people look to you not just for results, but for signals of what is possible.” The movement away from Ophelia’s fate reflects how women in influence are reshaping leadership itself—contributing without overextension, leading without disappearance, and redefining what modern leadership now requires.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

Neo Kavach, India’s first Rider Wearable Airbag Technology brand redefining motorcycle safety through Indo-French innovation, has awarded its communications and public relations mandate to CPR Global.Under this partnership, CPR Global will lead media relations, strategic storytelling, and stakeholder engagement for Neo Kavach across India, supporting the brand’s mission to make advanced, CE-certified wearable airbag protection more visible and accessible to riders nationwide.Founded as an Indo-French joint venture between Helite (France) and India’s Aum Group, Neo Kavach combines globally patented airbag technology with state-of-the-art Indian manufacturing to deliver high-performance rider safety gear designed specifically for Indian riding conditions. Its product portfolio includes airbag-equipped Vest and Backpacks such as the Neo Kavach Air Vest and Tech Pack range, offering sub-100 millisecond inflation, patented TURTLE technology offering best in class back protection, comprehensive upper-body coverage, and reusable cartridge-based deployment without the need for charging or subscriptions.Neo Kavach operates from a modern manufacturing and assembly facility in the Delhi NCR region, enabling efficient pan-India distribution and stringent quality control. Positioned as India’s most advanced rider safety companion, the brand is focused on making next-generation airbag protection as essential and mainstream as helmets for motorcyclists and touring communities.Commenting on the association, Rajat Bhandari, Managing Director, Neo Kavach, said, “Neo Kavach was created to address a critical gap in rider safety on Indian roads. As we build awareness around wearable airbag technology, we were looking for a communications partner that understands how to introduce a completely new category, educate audiences, and build long-term credibility. CPR Global’s experience in shaping narratives for innovation-led brands made them a natural choice as we enter our next phase of growth.”Chaitali Pishay Roy, Founder of CPR Global, added, “We’re excited to partner with brands that are fundamentally rethinking how things are done. Neo Kavach is bringing a level of rider-safety innovation to India that has largely existed only in global markets until now. Representing India’s first and only wearable airbag technology brand for riders — and working with it from its launch phase through to scale — is a rare opportunity. We’re truly thrilled to be part of this journey and to help build a category-defining brand from India.”CPR Global is a strategic communications consultancy specialising in brand narratives, strategic storytelling, stakeholder engagement, media relations, influencer marketing, and personal branding. The firm works with leading brands across AI, technology, healthcare, healthcare technology, venture capital, retail, and D2C sectors, including KisanKraft and str8bat, helping organisations build visibility, credibility, and long-term reputation.The partnership between Neo Kavach and CPR Global brings together safety innovation and communications expertise, setting the stage for stronger brand visibility and engagement within India’s rapidly growing motorcycling and rider-safety ecosystem.

In a vibrant ceremony filled with industry stalwarts and celebratory flair, the Public Relations Council of India (PRCI)-India's premier body for communications professionals-formally installed Dr. T. Vinayakumar as the Chairman of its Governing Council. With a distinguished career spanning 46 years, Dr. Vinayakumar is a senior professional in the realms of Advertising and Public Relations. As the Founder and Senior Partner of Guide Advertising & PR and Chairman of Kome Vertika, he brings an unparalleled depth of expertise to the role. He is also the Trustee and Founder Secretary of Pepper Creative Awards Trust. A former National President of PRCI, his return to a leadership pinnacle signals a strategic leap forward for the organization. "Our mission remains steadfast: to provide a platform for professionals to excel and to ensure that the voice of Indian communication resonates on a global stage."— says Dr. T. Vinayakumar, Chairman, GC. The new Governing Council also constituted. Chinmaye Praveen, K Ravindran, CJ Singh, Dr T S Latha, ArijitMajumdar, Dr B K Ravi & Ravi Mahapatra are the new Directors of GC. MB Jayaram, Srinivas Murthy B, GeethaShanker, (National President), S Narendra & Dr K R Venugopal will continue as the Directors. DrPrashanth Venugopal is the new YCC (Young Communicators Club ) Chairman. Pashupathi Sharma is the incoming Secretary General and U S Kutty, Sr Vice President of the National Executive. Established in 2004, by Founder, Chairman Emeritus & Chief Mentor M B Jayaram and a group of professionals, the Public Relations Council of India (PRCI) has grown into the nation's largest forum for communication professionals. With 60 chapters spanning the length and breadth of India, PRCI is dedicated to fostering excellence in public relations & communication arena. PRCI is organising a CEO Meet soon in Delhi. The Foundation day will be celebrated in Kolkata in April and 20th Global Communication Conclave in November at Chandigarh. Zone and Chapter level programs also will be organised in connection with Daughters Day, World Communications Day, apart from Workshops, Training sessions, Seminars etc. World Communicators Council (WCC) is the International Communication Forum under the auspices of PRCI, which has 10 chapters worldwide. 

Arpit Garg has taken charge as President, Weber Shandwick India, and Head of Weber Advisory India at The Weber Shandwick Collective, effective January 2026. He will be based in Mumbai.Garg joins from Adfactors PR, where he served as Senior Vice President and co-led the Strategic Communications Group. During his tenure, he worked on reputation and advisory mandates across sectors including telecom, technology, e-commerce, infrastructure, and media and entertainment, and contributed to the group’s growth and client expansion.Prior to Adfactors PR, Garg held senior leadership roles at Genesis BCW, where he led corporate and financial communications across multiple markets, and earlier at Siemens Ltd. as South Asia Cluster Communication Lead for Energy.With over two decades of experience in strategic communications, Garg will now lead Weber Shandwick’s India operations and advisory practice.

Bizzcom Solutions, a leading public relations and strategic communications agency, has announced a special initiative to support early-stage startups by offering PR services to selected emerging ventures. The initiative aims to help young startups build brand visibility, credibility, and a strong media presence during their early growth phase.Through this initiative, Bizzcom Solutions will extend professional PR support to promising startups that often face challenges in communicating their story effectively due to limited resources. The programme will focus on helping founders shape their narrative, gain media exposure, and establish trust among stakeholders, investors, and customers.Commenting on the initiative, Praveen Tiwari, Founder of Bizzcom Solutions, said,“Early-stage startups are built on innovation and strong ideas, but many struggle to reach the right audience at the right time. With this initiative, our goal is to support passionate founders by offering them structured PR guidance and strategic communication support that can accelerate their growth journey.”Under the startup support initiative, selected startups will receive assistance in areas such as media outreach, press release development, brand positioning, and communication strategy for a defined period. The programme will be open to startups across sectors including technology, sustainability, healthcare, education, consumer brands, and social impact ventures.Bizzcom Solutions aims to strengthen India’s startup ecosystem by bridging the gap between emerging businesses and mainstream media platforms, enabling startups to compete more effectively in a crowded market.Founded by Praveen Tiwari, Bizzcom Solutions has worked with startups, SMEs, and established brands, delivering impactful PR campaigns, media relations, and reputation management solutions. The agency remains committed to purpose-driven communication and long-term brand building.

L&T Realty has appointed Bishnupriya Narayan as its Head of Communications. Narayan brings extensive experience in corporate communications, reputation management, and ESG strategy, having worked across leading organizations in India and abroad.Prior to joining L&T Realty, Narayan served as Vice President and Head of Corporate Communications and CSR at Akasa Air. During her tenure, she led the company’s strategic communications programs, managed reputation initiatives, and drove ESG strategy, including the organization’s readiness for CORSIA compliance. She was part of Akasa Air’s leadership and employee relations teams and played a key role in the airline’s launch in India and its international operations.Narayan has also held leadership roles at Dream Sports as AVP of Corporate Communications and PR, and at Publicis Groupe in multiple senior positions including Vice President and Associate Vice President at MSL. Her earlier career includes roles with Dentsu Creative Public Relations, Burson, Singapore Tourism Board, Hill+Knowlton Strategies, and Genesis BCW, where she handled brand and corporate communications for a variety of sectors.With expertise spanning brand management, internal communications, executive thought leadership, and ESG communications, Narayan has consistently worked to enhance organizational reputation and engagement through creative storytelling, data-led approaches, and media innovation.At L&T Realty, she will oversee communications strategy, corporate reputation, and stakeholder engagement, building on her track record of driving strategic, high-impact communications initiatives across industries.Narayan’s appointment reflects L&T Realty’s focus on strengthening its communications framework and aligning corporate messaging with business objectives and stakeholder expectations.

Sshivam K Jhha has joined Evoc Communications Consulting as an Associate Consultant, marking a new step in his growing career in public relations and communications.Based in Gurugram, Jhha brings hands-on experience across social media, public relations, and brand strategy. At Evoc Communications Consulting, his role focuses on storytelling, media engagement, and shaping narratives for brands across sectors including technology, fintech, architecture, lifestyle, fashion, and healthcare.Jhha holds a Master of Arts in Journalism and has previously worked with agencies such as Scroll Mantra Private Limited, GreyMatters Communications & Consulting, and The Mavericks. His experience spans media relations, content creation, social media management, and visual communication, along with freelance and internship roles that have contributed to his practical understanding of the communications landscape.With a background that blends strategy, creativity, and execution, Jhha’s appointment strengthens Evoc Communications Consulting’s consulting team as it continues to support brands in building visibility and relevance through strategic communications.

Aditi Chada has concluded her five-year stint with Prime Video and Amazon MGM Studios India, marking the end of a significant chapter in her communications career.Chada most recently served as Head of Communications for Prime Video and Amazon MGM Studios India, a role she assumed in June 2024. Prior to this, she led content publicity for Prime Video India between June 2023 and June 2024, and earlier worked as PR Manager for the platform from January 2021 to June 2023. Across these roles, she was closely involved in shaping the brand’s communications strategy and supporting its growth and visibility in the Indian market.During her tenure, Chada worked alongside cross-functional teams and communications colleagues across markets, contributing to the positioning and promotion of Prime Video and Amazon MGM Studios’ content and brand initiatives in India. Her journey spanned multiple leadership phases within the organisation, reflecting a progression across publicity and corporate communications responsibilities.In a LinkedIn post announcing her departure, Chada expressed gratitude for the opportunities, collaborations, and professional learnings gained during her time at Prime Video and Amazon MGM Studios. She acknowledged the support of leadership, managers, and her team, highlighting the collaborative environment that defined her experience at the company.Chada’s association with Prime Video and Amazon MGM Studios lasted just over five years. She has indicated that she will be stepping into a new role shortly, though no further details about her next professional move have been disclosed at this time.

PR Professionals (PRP), Has announced the appointment of Rohit Sharma as Vice President – Client Relations and Content. Rohit brings over 22 years of diverse experience spanning public relations, corporate communications, content management, corporate social responsibility, reputation and brand management, sales and marketing, as well as global stakeholder and media relations.A Mechanical Engineer from Birla Institute of Technology, Mesra, Ranchi, and a Gold Medallist in Master's in International Business from Amity University, Rohit Sharma combines strong analytical skills with a nuanced understanding of complex business dynamics. His expertise lies in designing and executing strategic interventions that drive organizational growth and communication impact. Over his career, he has held senior roles with prominent national and international organizations, including Bharti Realty Limited (now Bharti Real Estate), Uflex Limited, Thermax Limited, Sharaf Trading LLC (Dubai), Global March Against Child Labour (Office of Nobel Peace Laureate Mr. Kailash Satyarthi), and Viviid Emissions Reductions Universal Private Limited.At PR Professionals, Rohit will lead the Client Relations and Content verticals, further strengthening the agency’s position as a fully integrated communications enabler for clients across infrastructure, education, climate action, governance, and consumer sectors.Commenting on the appointment, Dr. Sarvesh Tiwari, Founder and Managing Director of PR Professionals, said: "As we grow from strength to strength, catering to diverse sectors, we remain committed to delighting our clients with bespoke communication solutions. Rohit’s cross-sectoral experience and proven expertise in designing and implementing holistic communication strategies will be instrumental in PRP’s pursuit of operational excellence, ensuring our clients’ interests are always at the forefront."PR Professionals continues to strengthen its pan-India leadership as part of its strategic expansion roadmap. Over the past year, the firm has onboarded senior industry professionals across key markets, including Delhi NCR, Mumbai, Lucknow, Patna, and Vijayawada, significantly enhancing its capabilities across public relations, digital communications, and video production. In 2025 alone, PR Professionals added nearly 60 professionals nationwide, taking their total team strength to 250. During the year, the firm also partnered with 75 new brands across sectors. Upon his appointment as Vice President – Client Relations and Content, Rohit Sharma said, "I strongly believe that every product, service, thought, idea, or proposition has a unique story. How effectively and impeccably that story is communicated to relevant stakeholders is the skill I have honed over two decades across sectors such as Engineering, Retail, Real Estate, Climate Action, Sustainable Development, Ethical Value Chains, Human Rights, Education, Packaging, and Environmental Commodity Management. Upholding the ethos of PR Professionals, I am committed to elevating the 'wow' factor for our esteemed clients through impactful and strategic communication."

Kaizzen, a leading communications consultancy, today announced the launch of service vertical Kaizzen AI Collective. This adds to the existing portfolio of public relations, crisis communication, digital and social services, production and creative studio, Kaizzen Insights and Public Affairs. These services will be offered to clients across all geographical boundaries, leveraging Kaizzen’s presence in India, UAE, and other global markets. With AI shaping narratives and fundamentally redefining how stories are created, shared, amplified, and influenced across the communications ecosystem, the role of intelligence-led, data-backed decision making has become central to modern communications strategies. “When approximately 1.8 billion people globally are using AI, with second largest numbers being from India after China, AI is no longer an option; it is a strategic imperative.” said Vineet Handa, Founder & CEO, Kaizzen. “With Kaizzen AI Collective, our intent is twofold. To help our esteemed partners make smarter, faster, more effective and measurable campaigns, as well as to prepare our people to lead in a future where technology and human judgment work in tandem.” Kaizzen aims to play a leading role in the AI-led transformation of the Indian communications industry with this new vertical. It is a comprehensive depth and breadth of services that makes this suite of offerings different from the services that already exists in industry. Kaizzen AI Collective is a significant step in Kaizzen’s growth journey, reinforcing its commitment to staying ahead of industry transformation while equipping both its clients and their workforce for the future. The launch also reflects Kaizzen’s focus on future-proofing its talent, ensuring teams are trained in leveraging AI as a strategic enabler rather than a replacement. Nikhil Pavithran, COO, Kaizzen commenting on the launch of the new vertical added, “Kaizzen AI Collective is not about chasing trends, but about building long-term capability, credibility, and competitive advantage for the ecosystem we operate in. We are committed to creating a future where AI adoption is responsible and ethical whereas the impact and results are measurable.” With the launch of the new vertical, Kaizzen reaffirms its position as a forward-looking communications partner equipped to address the evolving needs of businesses and institutions.

Chandan Mukherji has stepped down from his role as Head – Strategy and Marketing Communications at Nestlé, marking the end of a long association with the company.Mukherji spent over two decades with Nestlé, working across Nestlé India and at a global level with Nestlé S.A. During his tenure, he was associated with a wide range of brands spanning premium, mainstream, and challenger segments. His career at Nestlé included extensive global exposure, with experience across multiple markets and responsibilities linked to consumer centricity, insights, analytics, and business strategy.Before his most recent role in India, Mukherji served as Global Head of Consumer & Marketplace Insights, based in Switzerland, where he worked across international markets and business contexts. In his role as Director, Strategy and Marketing Communications at Nestlé India, he focused on translating consumer understanding into brand value and overseeing the stewardship of brands that form part of everyday consumption for millions.Prior to joining Nestlé, Mukherji worked with Hindustan Unilever Limited, where he held roles in consumer insights and brand management. His career reflects long-term experience across strategy, marketing, and consumer understanding within large multinational organisations.

Publieze Media, a strategic public relations and communications firm, has announced a strategic communication partnership with Girikon, a global IT consulting and digital transformation company, to strengthen Girikon’s brand narrative and enhance its visibility across key business and technology platforms.Through this partnership, Publieze Media will work closely with Girikon to develop and execute a focused communication strategy aimed at reinforcing the company’s positioning, amplifying leadership perspectives, and building consistent engagement with relevant media stakeholders. The collaboration is designed to support Girikon’s long-term growth objectives by ensuring a cohesive and impactful brand presence in competitive global markets.Headquartered in the United States with a strong operational presence across India, the UK, and Australia, Girikon is known for delivering end-to-end IT consulting and digital transformation solutions, particularly within the Salesforce and enterprise technology ecosystem. As the company continues to scale its offerings and expand its market footprint, strategic communication will play a critical role in articulating its expertise, innovation, and business vision.Commenting on the partnership, Akshit Bhardwaj, CEO, Publieze Media, said, “Girikon has established itself as a trusted global technology consulting partner with a strong focus on delivering value-driven digital solutions. Through this strategic communication partnership, our objective is to shape a clear and compelling brand narrative that highlights Girikon’s leadership, expertise, and growth journey, while driving sustained and meaningful media visibility.”Alok Anibha, Co-Founder & Salesforce Practice Head, Girikon, added,“As Girikon continues to expand its global footprint and strengthen its Salesforce and digital transformation capabilities, communicating our story with clarity and consistency becomes increasingly important. Partnering with Publieze Media will help us articulate our vision, showcase our expertise, and engage more effectively with key stakeholders across markets.”The partnership will focus on a comprehensive communication roadmap encompassing media relations, thought leadership initiatives, leadership profiling, brand storytelling, and strategic announcements, aimed at reinforcing Girikon’s positioning as a credible and forward-looking global technology consulting firm.

Anukriti Malik has taken on the role of Corporate Communication and Social Media Lead at RPSG Lifestyle Media. In her new position, she will be responsible for shaping the organisation’s corporate communication framework and overseeing its social media strategy.RPSG Lifestyle Media houses premium global and Indian media titles including Esquire India, The Hollywood Reporter India, Robb Report India, and Manifest. Malik’s role focuses on defining the parent brand’s narrative, strengthening leadership visibility, and ensuring consistency in communication as the media portfolio continues to grow.Prior to joining RPSG Lifestyle Media, Malik served as Senior Executive, Regional Social Media – Growth at BurdaLuxury, where she worked across multiple international markets, including India and Southeast Asia. She was involved in social media audits, performance reporting, growth strategy development, and optimisation across platforms.Earlier, she was associated with Condé Nast India as Social Media Senior Associate for Condé Nast Traveller India, where she led platform expansion, audience growth initiatives, influencer collaborations, and event-led digital campaigns. Her experience also includes leadership roles at Newslaundry, where she handled social media growth, analytics, and campaign execution across platforms.Malik’s professional background spans social media strategy, content planning, analytics, community engagement, and digital growth across media and publishing organisations.

Veritas Reputation PR made its mark not by following trends, but by setting them. The year saw the firm cement its position as a specialist powerhouse in BFSI and corporate PR, earning accolades across Asia-Pacific and doubling down on innovation with its new Research & Innovation Unit. It was a year where focus met impact, and recognition followed naturally.Under the leadership of Hemant Batra, Founder & Managing Director, Veritas also expanded its global footprint by joining the Financial Narrative Agency Network and strengthened its client portfolio with industry leaders like Canara Bank, RIR Power, and Karur Vysya Bank. Amid rapid AI adoption and changing news consumption patterns, the firm demonstrated that PR today is less about visibility and more about earning trust, driving engagement, and shaping meaningful narratives that reach decision-making tables.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?From inception, we focused on building Veritas Reputation PR as a ‘specialist’ firm, not a generalist and the year 2025 reaffirmed our choice. It witnessed our focus get translated into impact.We continued to register robust growth with the help of our team, our domain expert army that makes us the specialists. In just eight years, we have established ourselves as one of the leading BFSI and corporate PR firms, with recognitions extending across the Asia-Pacific region.  Being named in Provoke Media’s Top 12 ‘Best PR Agencies in India & South Asia’ and Top 10 ‘Best PR Agencies To Work For’ in Asia-Pacific region, were the defining moments that endorsed our model.Over the past year, we have strengthened our innovation capabilities by establishing Veritas Research & Innovation Unit. This internal group focuses on devising new PR ideas and tools, ensuring we stay ahead of the curve and deliver future-ready PR.Another significant moment was our induction into the Financial Narrative Agency Network, a global alliance of independent PR communications and marketing consultancies specialising in financial services. When you look at the broader PR and communications industry, what defined this year for the industry?The year witnessed a drastic shift in its news consumption habits and patterns. Readership across online / digital-first formats, news apps like DailyHunt, NewsInShorts, etc. and social media has shot up. We also witnessed an explosion of Artificial Intelligence (AI) growth and adoption. From search engine to content creation and rich media enabler, it saw tremendous growth. This shift redefined our outreach strategies and tools.PR today is no longer about just visibility; it’s about earning trust and credibility in a highly fragmented ecosystem.Which new big clients did you onboard this year, and what made those wins special?In 2025, we continued to onboard some of the leading segment players, reflecting the industry’s trust in our domain expertise and consulting-led approach. Some of the names that we added include Canara Bank, Bharat InvITs Association, RIR Power, Karur Vysya Bank and many others. How has the role of PR evolved—has it shifted from managing images to creating deeper engagement?Certainly, while managing image is important, building credibility and trust is more important. This shift has been underway for some time, and now we can see visible results.Technology, in my opinion, has accelerated this shift in a decisive way. With robust measurement tools, better analytics and AI-assisted monitoring, PR professionals can have deeper audience segmentation and thereby focused messaging.It is safe to say that PR professionals have reached or are closer to decision-making tables, beyond their communication desks, due to these developments.

In Adgully ME’s REWIND 2025, PRHub.ae marked a breakthrough year, transitioning from a fully remote team to opening its first office in Dubai’s One Central. Under the leadership of Vlada Lomova, CEO, the agency strengthened its Middle East presence while delivering creative campaigns that captured attention and sparked conversation. A highlight was the “moon pizza” Ramadan campaign with Dodo Pizza, which not only resonated with audiences but also earned a Silver Mercury Award, cementing the agency’s reputation for inventive, impactful storytelling.Beyond individual campaigns, 2025 was defined by client trust and retention, with nearly all clients renewing their partnerships, including major players across ticketing, travel, and tech-driven B2B sectors. The year reflected the broader industry evolution, where PR is no longer limited to visibility or image management, but a 360-degree discipline encompassing creative activations, influencer engagement, and authentic, relationship-driven communication across multiple touchpoints.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?2025 was a breakthrough year for PRHub.ae Agency. We opened our first office in Dubai, One Central, which was a major step and strengthened our presence in the Middle East. Before that, we worked as a remote team.Another standout moment was our creative Ramadan campaign with Dodo Pizza, where we launched the “moon pizza” concept and secured coverage in all major Tier-1 outlets — Khaleej Times, Arabian Business, and What’s On. This campaign not only resonated strongly with the audience but also earned us a Silver Mercury Award, which became a defining achievement of the year.When you look at the broader PR and communications industry, what defines this year for the industry?This year was defined by a surge in bold, creative campaigns across the industry. Brands and agencies were more focused on ideas that truly stand out, spark conversation, and build emotional connections with audiences. Creativity became a key differentiator.Which new big clients did you onboard this year, and what made those wins special?Beyond onboarding new clients, what truly defined this year was retention. Around 99% of our clients extended their contracts into 2026, including major players such as a top MENA ticketing platform, a travel platform, and other tech-driven businesses, B2B startups. These renewals show strong trust in our work and confirm the long-term value we deliver, not just one-off campaigns.How has the role of PR evolved — has it shifted from just managing images to creating deeper, more authentic engagement?PR today is a 360-degree discipline. It goes far beyond media features and reputation management. It now includes events, influencer and blogger collaborations, creative activations, and deep, strategic communications. The focus is on authenticity, tailored approaches, and building real relationships with audiences across multiple touchpoints.

Harsh Sheth has stepped into a new role as Associate Vice President at MSL India. He shared the update through a professional announcement, marking a progression in his career with the communications consultancy.Sheth has been associated with MSL India for over four years. Prior to his current role, he served as Group Head from October 2023 to November 2025, and earlier as Associate Director between November 2021 and October 2023. His earlier stint with the organisation also includes a role as Manager from January 2015 to November 2017.Over the years, Sheth has built experience across corporate communications, particularly in healthcare and pharmaceutical sectors. His professional background includes roles at SPAG, Roche, Glenmark Pharmaceuticals, Adfactors PR, Prime Communiqué, and Viraat Technology Labs. His work has spanned internal and external communications, corporate reputation management, crisis communications, media relations, and strategic counsel.In his new role at MSL India, Sheth continues his association with the firm, building on the learnings and responsibilities accumulated through his previous positions.

Amit Arora has announced the launch of his new venture, Brand Value Dynamic Communications (BrandVD Communications), an integrated brand communications agency built on the principle that authenticity fosters trust, and trust builds brand value.The agency is designed to partner with brands and leaders to create credibility, influence, and relevance across a comprehensive communications ecosystem. Its offerings span strategic brand communications and PR programs, marketing and advertising campaigns, leadership communications, influencer and creator marketing, social media solutions, content creation, digital storytelling, films, corporate videos, as well as book writing, publishing, and promotional support.With decades of experience at the CXO level across marketing, public relations, digital, and corporate communications, Amit Arora brings deep expertise to the venture. BrandVD aims to help brands communicate with clarity, credibility, and measurable impact.Arora expressed gratitude to mentors, colleagues, and early clients who partnered with the agency from its inception, highlighting the importance of collaboration and trust in building lasting brand value.BrandVD Communications enters the market as a purpose-driven agency, seeking to help organizations and leaders craft authentic narratives and meaningful connections with their audiences.

Meredith Maines, Chief Communications Officer of Archewell Philanthropies for Prince Harry and Meghan Markle, has resigned from her role. The development was confirmed on Friday.Maines stepped down before Christmas and is expected to remain with the organisation until the New Year to support a transition process. With her departure, she becomes the 11th communications professional to exit the Sussexes’ team over the past five years.She joined Archewell in January 2025. Her resignation followed recent public attention around Prince Harry and Meghan Markle’s appearance at a high-profile private celebration in November. Images from the event that included the couple were later removed from social media.Around the same time, Archewell also concluded its professional engagement with its US-based public relations agency, which had been working with the organisation for several months. Archewell confirmed that both the Chief Communications Officer and the external agency had completed their assignments.Going forward, a new agency has been appointed to manage the couple’s US press operations. The organisation is not expected to appoint another Chief Communications Officer. Communications will instead be handled by an existing senior communications lead overseeing the UK and Europe.The development adds to a series of staffing changes within the Sussexes’ communications team over recent years.

2025 was a year that stripped away the gloss from public relations and demanded substance, steadiness, and sharper judgement. In a landscape shaped by uncertainty, AI acceleration, geopolitical flux, regulatory scrutiny, and rising reputational risk, Bloomingdale Public Relations navigated the year with what it calls “quiet confidence,” choosing depth over noise and counsel over theatrics. For Adgully’s REWIND 2025, Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations, reflects on how the year reshaped client expectations, elevated the role of advisory-driven PR, redefined accountability, and set the tone for a future where credibility, clarity, and ethical conviction will matter far more than surface-level visibility.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?2025 was a year of quiet confidence for us. Not flashy, not noisy, but deeply defining. What stood out was not one big win or a headline moment, but the consistency with which we showed up for our clients in a year full of uncertainty. An uncertain environment, rapid digital transformation driven by AI, geopolitical noise, regulatory shifts, and rising reputational risks became part of everyday conversations; and that changed the nature of our work. One defining moment for us was how often clients brought us in before decisions were made, not after things went wrong. That shift from reactive execution to early-stage counsel told us that trust had deepened. We were no longer being seen as just an external agency, but as a thinking partner who understands context, consequences, and nuance.Another standout was internal. We invested time in sharpening our fundamentals: talent, process, and judgement. We said no to work that didn’t align with how we want to practise, and yes to work that demanded rigour, maturity, and long-term thinking.If I had to summarise 2025 in one line, it would be this: fewer fireworks, more foundations. And in an industry like ours, that’s often the most meaningful kind of progress.When you look at the broader PR and communications industry, what defined this year for the industry?For the PR and communications industry, 2025 was the year the illusion finally dropped. The idea that PR is only about visibility or storytelling quietly gave way to a far more serious expectation. Brands needed judgement. They needed context. They needed partners who could help them think through consequences, not just headlines.What defined the year was uncertainty becoming the norm. Leadership transitions, regulatory pressure, geopolitical tensions, social media volatility, and AI-led misinformation meant that reputation risk was no longer episodic. It became constant. That changed how PR was valued.Another big shift was accountability. Clients started asking tougher questions. Not just “what coverage did we get” but “what did this actually change” and “what risk did we avoid.” Measurement moved beyond volume to impact, credibility, and trust. The industry also saw a clear separation. Agencies that stayed transactional struggled. Those that leaned into advisory, ethics, and long-term reputation found stronger relevance. There was also a noticeable pushback against overpromising. Realism started to matter more than hype.If I had to sum it up, 2025 was the year PR stopped trying to look glamorous and started being useful again. And honestly, that’s a healthy place for the industry to be.Which new big clients did you onboard this year, and what made those wins special?We did onboard a few significant clients this year, but what made those wins special wasn’t the size of the brand or the logo value. It was the nature of the conversations that led to the partnership.Most of these clients came to us with very clear problems, not vague mandates. They were looking for counsel in moments of transition; leadership changes, market expansion, regulatory scrutiny, or reputational sensitivity. In many cases, the brief was less about “getting coverage” and more about “help us think this through.”What stood out was that these relationships didn’t begin with pitch theatrics. They began with honest discussions about what PR can and cannot do. That mutual clarity upfront set the tone for a healthier partnership.Another important aspect was trust transfer. Several of these wins came through referrals; from existing clients, journalists, or senior leaders who had seen us work in high-pressure situations. In an industry crowded with options, that kind of endorsement still matters.So for us, the real win wasn’t onboarding new names. It was onboarding clients who value depth over noise, realism over hype, and long-term thinking over short-term visibility.How has the role of PR evolved, has it shifted from just managing images to creating deeper, more authentic engagement?PR has definitely moved beyond managing images. In 2025, its real value lies in shaping understanding and building trust over time. Earlier, PR was often called in to polish perception or manage moments. Today, it is increasingly involved in helping organisations engage with their stakeholders in a more honest, human, and sustained way. That means listening as much as speaking.What has changed is the depth of engagement expected. Audiences are more informed, more sceptical, and quicker to call out inconsistencies. Brands can no longer rely on one-way narratives. They need to show intent, action, and accountability - repeatedly, not occasionally.PR now sits closer to business decisions. It plays a role in how leaders show up, how organisations respond to criticism, and how values are communicated through behaviour, not just messaging. The focus has shifted from visibility to credibility.So yes, PR still manages reputation, but the method has evolved. It is less about controlling the story and more about earning the right to be believed. That shift is subtle, but it defines the future of the profession.

Aark Marketing, a reputed boutique integrated marketing and communications agency, continues to strengthen its position within the UAE’s competitive brand landscape through culturally attuned, insight-led campaigns. Marking a milestone year in its growth journey, the agency’s 2025 performance reflects strategic clarity and creative precision, translating brand narratives into measurable impact across sectors. Beyond F&B and hospitality, Aark serves diverse industries including retail, manufacturing, and construction, offering end-to-end expertise across media planning, social and digital campaigns, and influencer marketing to deliver ROI-driven outcomes. Founded in 2020, Aark has led several high-impact campaigns for reputed F&B brands, including Kashkan, which generated 2.4 million views and 20,000+ followers in three months. Its hospitality portfolio includes Pincode by Chef Kunal Kapur, Silk Lantern, Lavang, Aminia, and The Permit Room, while work with Emirates Airlines – Dnata and Dubai Islamic Bank demonstrates its capability beyond F&B.Under visionary leadership, Aark celebrates its fifth anniversary in 2025, marked by key achievements including Pincode winning the Time Out Restaurant Awards 2025 and Lavang being named Filmfare Middle East Favourite Debutant Restaurant 2025; demonstrating the agency’s ability to align strategic brand positioning with meaningful audience engagement. The agency earned multiple industry honours this year: the Middle East National Business Awards for A Marketing & PR Recipe for Success, and accolades from the Global Business & Finance Magazine Awards: Best Integrated Marketing Agency UAE, Best PR & Media Agency of the Year UAE, and Excellence in Brand Communications UAE. Inclusion in the Caterer Middle East F&B Power PR List further reinforced its regional credibility.Emphasizing on Aark’s client-first approach, Kkusum Rawat, Founder and Marketing Director at Aark Marketing, said, “Today, brands are looking beyond traditional marketing for partners who truly understand their objectives and the regional nuances that shape consumer behaviour. Our focus has always been on delivering customized solutions that build visibility through relevance, not volume. With a clear emphasis on Return on Investment, we leverage innovation and technology to create impactful campaigns that connect meaningfully with audiences and deliver measurable outcomes. The consistency we achieved in 2025, across thinking, execution, and results, reflects the strength of our team and the trust our clients place in us to build lasting brand impact.”From a performance standpoint, Aark Marketing delivered sustained digital growth across its portfolio, achieving over 5 million in reach and 3 million video views. Multiple F&B brands recorded 20 to 40% month-on-month engagement growth, while festive campaigns drove 2x to 4x visibility spikes, improved cost efficiencies, and increased footfall, online orders, and inquiries.Across influencer and communications channels, Aark Marketing strengthened brand recall and authority. A flagship Al Nabooda campaign generated over 1 million video views, while strategic PR efforts secured 500+ media articles across top-tier regional publications, driving consistent editorial visibility, stronger brand credibility, and increased inbound discovery across AI-powered search platforms.Revolutionizing the ever-growing digital marketing sector, Aark Marketing stays committed to providing creative campaigns and excel in client delivery. The key achievements collectively signal a year defined by credibility, collaboration, and carefully measured growth, positioning the agency firmly within the region’s evolving marketing and communications landscape. 

2025 was not a year for safe bets or surface-level storytelling, and the communications industry felt that pressure acutely. In this interview with Adgully ME, Anastasiya Golovatenko, PR Director at Sherpa Communications, breaks down how the year tested agencies and brands alike, with tighter budgets, sharper expectations and a clear shift towards performance-driven communications. For Sherpa, a B2B-focused consultancy operating across complex sectors and diverse geographies, the year became a proving ground for strategic thinking, local expertise and execution at scale.Golovatenko also offers a candid view of how PR in the Middle East is evolving beyond media placements into a respected advisory role. From supporting multinational brands entering the UAE and Saudi Arabia to shaping nationwide awareness campaigns across the wider region, she explains why authentic engagement, sector depth and measurable impact now define successful communications, and why PR today is as much about business counsel as it is about visibility.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?2025 has been a demanding but very rewarding year for us. Being a B2B-focused communications agency is never the easiest route. We look after some of the most challenging industries, from logistics, construction and real estate to technology, oil and gas, energy, manufacturing and even satcom. What made this year special is how much our portfolio of global multinationals has grown, and how we’ve been able to support them not only with market entry, but with nationwide awareness campaigns across the wider region from the UAE and Saudi Arabia to Oman, Egypt, Jordan, Africa and even Turkey.We see more and more companies open to complex ideas, participation in various events and exhibitions, joint projects with local businesses and active support of government initiatives and their visionary national projects. That has created the perfect environment for us to step in as a quality business consultant offering local expertise, helping brands avoid costly mistakes and achieve the strongest possible visibility and impact in each market.When you look at the broader PR and communications industry, what defines this year for the industry?While the market is getting more dynamic, budgets are getting tighter and brands are far more demanding. I’d describe 2025 as a year where winning new business and fully satisfying the needs of existing clients has become harder. Only those PR agencies that can consistently deliver strong, measurable results will be able to hold their ground in the long run.Another Interesting observation is how the “performing” industries are shifting. Sectors that used to dominate are now taking a back seat with smaller budgets and a more cautious approach, while others are stepping forward and investing more aggressively. This makes it absolutely crucial for PR specialists to have diverse sector expertise and deep market knowledge, so they can continue to support brands effectively as their business priorities change.How has the role of PR evolved, has it shifted from just managing images to creating deeper, more authentic engagement?I’d say the understanding of PR has significantly evolved. Many brands know exactly what they want and they definitely don’t want a “distribution company” or a team that only secures interviews and pushes press releases. Especially for brands entering the UAE, KSA and the wider region, PR is now seen as a strategic function. They are looking for a PR partner who can support with a strong communications strategy, bringing deep knowledge of the local market and its specifics, and a strong network of business and media contacts.Being a PR consultant in this part of the world is very reputable and it requires a lot of knowledge and cross-disciplinary experience, from traditional PR to social media, marketing and digital, all working together.

For Ruder Finn India, 2025 was a year defined by momentum, resilience, and reinvention. As the communications landscape continued to evolve rapidly under the influence of AI, automation, and shifting stakeholder expectations, the agency focused on strengthening its people-first culture while deepening client relationships across sectors. From expanding social-first communication strategies to scaling new capabilities through the global launch of rf.StoryLab, the year reflected Ruder Finn India’s commitment to curiosity-led growth, responsible innovation, and delivering meaningful, future-ready outcomes for its clients. As part of Adgully’s year-ender special, REWIND 2025, we spoke to Shivaram Lakshminarayan, COO, Ruder Finn India, about how the organisation navigated a transformative year for both the agency and the PR industry at large. In this conversation, he reflects on key milestones, evolving client demands, the changing role of PR from amplification to accountability, and what lies ahead for communications in 2026—offering a grounded perspective on what’s next for the industry. How would you describe the year 2025 for your organisation? What were the standout moments that defined it? 2025 was an exciting year for us at Ruder Finn. We began with momentum, celebrated significant successes, and managed a few departures—some anticipated, others unexpected. The team kept their heads up, always finding creative solutions and sticking together no matter what came their way. Being a people-first focused agency, we continued to engage more, upskill and reskill our craft and above all continued to have fun while we delivered our what’s next promise to our clients. We grew deeper in our current client relationships with more social first communication strategies. With the global launch of rf.StoryLab, we expanded our AI capabilities to elevate the work we do. With AI and emerging technologies shaping our industry, we aim to lead with curiosity and prioritise responsible innovation. When you look at the broader PR and communications industry, what defines this year for the industry? For the industry at large, 2025 marked a shift from amplification to integration and accountability. PR is no longer measured only by reach or share of voice, but by its ability to manage risk, guide leadership, and sustain credibility in uncertain environments. At the same time, automation and AI have fundamentally changed how communications is executed, enabling faster insights, smarter monitoring, and more precise targeting. Together with geopolitical shifts, economic pressures, and evolving consumer expectations, these advances have pushed PR firmly into the realm of strategic decision-making. Which new big clients did you onboard this year, and what made those wins special? This year, we grew all of our business portfolio. We continued to grow stronger in the technology space with client acquisitions across storage, semi-conductor, AI Tech, FinTech and Start-ups. We added a few brands in our brand, lifestyle & entertainment portfolio with live -entertainment and snacking. We continued momentum in the healthcare practice with a few wins in the pharma space, while consumer technology remained consistent in its growth with a few strategic wins especially in the smart phone segment. How has the role of PR evolved? Has it shifted from just managing images to creating deeper, more authentic engagement? The role of PR has decisively evolved beyond image management. Today, it is about building credibility through consistent, transparent engagement with stakeholders. Audiences are far more discerning, and authenticity cannot be manufactured. PR now sits at the intersection of culture, policy, and business, helping organisations articulate not just what they do, but why they do it and how they respond when conditions change. What are your expectations for 2026 in terms of growth, industry direction, or new opportunities? In 2026, we expect growth to be driven by complexity rather than scale alone. Opportunities will emerge in areas such as public affairs, ESG communications, crisis preparedness, and cross-market reputation management. Agencies that invest in strategic talent, data intelligence, and geopolitical understanding will be best positioned to lead the next phase of the industry’s evolution. So, as we look to 2026, let’s keep telling great stories, experimenting, and challenging the status quo. Here’s to what’s next. 

Authored by: Rafi Qadar Khan, Founder of Compass CommunicationsIn today’s hyper-connected world, a corporate or public crisis is no longer a discrete or containable event. Social media’s unprecedented amplification power, combined with deeply ingrained human emotional behaviour, has reshaped the crisis landscape into something far more volatile. The central leadership challenge is no longer confined to managing facts or timelines—it is about navigating a fast-moving surge of public emotion that can outpace reality itself.Emotion, Not Reality, Drives Modern CrisesIncidents that would once have remained minor or localized can now escalate into existential threats—not because of what happened, but because of how people feel about what happened. Fear, anger, shock, and betrayal act as emotional accelerants once they enter the digital bloodstream. Traditional, fact-led communication strategies are structurally ill-equipped to respond to this velocity and intensity.The digital era has fundamentally altered crisis dynamics by accelerating emotional contagion—the rapid spread of emotions through online networks. Individuals absorb, mirror, and amplify the feelings of others, often without verification or context. Social platforms effectively function as petri dishes for this phenomenon, where a single spark of negative sentiment can ignite a wildfire of collective outrage within hours.Two forces drive this escalation. First, online deindividuation reduces personal accountability, enabling group emotions to dominate individual judgment. Second, the absence of emotional resolution mechanisms means these feelings recycle and intensify within closed feedback loops—comment sections, algorithm-driven feeds, and outrage-driven virality. In such an environment, public sentiment frequently exerts greater influence on outcomes than the original event itself.Case Studies in Emotional EscalationRecent history offers clear blueprints for how this dynamic unfolds. Taylor Swift’s “SnakeGate” remains a textbook case of digital reputational assassination. What began as a private celebrity disagreement was weaponized through selectively edited Snapchat clips. The public narrative was swiftly hijacked, with the snake emoji becoming a viral shorthand for alleged deceit. Swift was widely “cancelled,” an experience she later described as a “career death.” The crisis was never about verified facts—it was driven by an emotionally charged narrative of betrayal.Closer to home, the Eggoz controversy demonstrates how fragile trust becomes in an emotionally primed ecosystem. A single third-party lab test video triggered a nationwide food safety scare, tapping into primal fears and a sense of betrayal—particularly among parents and families. The issue rapidly expanded beyond the brand itself to question broader food safety systems, illustrating how quickly emotional narratives can escape their original context.This pattern has repeated itself across sectors. Tanishq’s “Ekatvam” advertisement was misinterpreted and swept into identity-driven outrage, while Zomato’s “Food Has No Religion” campaign—praised by many—simultaneously triggered intense backlash. These cases underscore how digital platforms not only amplify sentiment but also polarize it instantly.The New Rules of Crisis Leadership: An Emotion-Aware StrategyThe most critical lesson for leaders is this: emotion cannot be defeated by logic. Responses that default to legal precision or factual defensiveness while ignoring public sentiment almost invariably fail. Effective crisis leadership must begin with emotional awareness—acknowledging human impact before asserting institutional position.Experts note that anger is often a veil emotion, masking deeper feelings of fear, hurt, or loss of trust. These emotions must be acknowledged openly, not dismissed. An emotion-aware strategy is not soft or reactive—it is disciplined and strategic. It requires communicating early and consistently to prevent uncertainty from filling the vacuum, using calm and compassionate language to signal safety, and—most importantly—listening before attempting to resolve.Crises are inevitable. The true test of an organization lies not in preventing failure, but in how it rebuilds afterward. Reputation recovery depends on moving stakeholders from fear and anger to relief and, ultimately, trust. This transition is earned through sustained, visible action—honouring commitments, increasing transparency, and demonstrating that meaningful lessons have been learned.The Hidden Crisis Risk Leaders Still UnderestimateDespite these realities, a critical vulnerability persists across most organizations: the lack of formal crisis communication training for leaders. While legal and operational readiness is often emphasized, the ability to communicate calmly, coherently, and humanely under emotional pressure is rarely developed.Leaders and communication teams must be trained to project steadiness, align messaging in real time, and connect authentically when scrutiny is at its highest. Simulated crisis drills can help build the muscle memory required to operate effectively amid emotional turbulence. This investment does more than manage crises—it protects trust and enables organizations to emerge with their integrity intact.Relying on instinct or legalistic caution alone in a viral emotional storm is not prudence; it is exposure.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

For much of the communications industry, 2025 was a year of recalibration rather than expansion. As newsroom capacity tightened, AI-driven content flooded the ecosystem, and brands questioned the value of noise, PR was forced to confront a fundamental shift—from visibility-led execution to value-led counsel. In conversation with Adgully for its annual recap of the year – REWIND 2025 – Priyanka Shetty, Founder of Clarity Comms, speaks about how this industry-wide reset mirrored a deeply personal one. 2025 marked her return to solo entrepreneurship and a deliberate move back to first principles: clarity over scale, conviction over velocity, and long-term reputation over short-term headlines. From securing mandates with high-stakes brands such as Rebel Foods and the International Olympic Committee to working with purpose-led organisations in health and social impact, the year reinforced a central truth—PR’s future lies not in amplification alone, but in restraint, relevance and trust. How would you describe the year 2025 for your organisation? What were the standout moments that defined it? I turned 40 this year, and 2025 turned out to be a landmark for me professionally as well! A year of restarting and rebuilding as a solo entrepreneur! It marked a transformation where I went back to first principles, clarity of thought, quality of work and relationships over scale. The year wasn’t about dramatic spikes but about steady progress, consistent retainer partners, and doing the work with conviction. When you look at the broader PR and communications industry, what defined this year for the industry? I think the PR industry has had a clear shift from 'visibility' to 'value', and 2025 just defined that in many ways. Across global and Indian markets, the comms industry moved away from 'vanity' metrics towards credibility, context, and depth. With AI-generated content flooding our ecosystem and newsroom bandwidth shrinking, PR professionals were pushed to think harder about what truly deserves attention. This year also reinforced that PR is no longer about chasing headlines, it’s about earning trust, understanding cultural nuances and building narratives that can stand scrutiny. The year's finest works came from practitioners who understood restraint as much as amplification. Which new big clients did you onboard this year, and what made those wins special? For Clarity Comms and myself, the standout win was getting the communications mandate for Rebel Foods, and this happened while we were in this transition. Its timing reaffirmed my confidence at a time of change, and my belief in my independent journey. We had to find our A-game to manage their pan-India presence in an ever evolving sector. On the other hand, we had the privilege to work with the International Olympic Committee (IOC) on a project, as also indulge in bold, consumer storytelling with Dr Vaidya’s Shilajit campaign with Baba Sehgal! Additionally, we continue to work with purpose-driven platforms like Rangeet, a social enterprise that partners with governments, communities, private and public schools to equip every child, aged 6-16, with the skills essential to thrive. Looking back, I think our range was fabulous and diverse! This year I also acted upon a long-pending self-commitment to give back to society in some way through work, by onboarding Access Life, which provides a loving and temporary home for the parent or care taker and the child undergoing the treatment for cancer. How has the role of PR evolved—has it shifted from just managing images to creating deeper, more authentic engagement? I feel PR has decisively moved beyond image management. Today, it’s about reputation, relevance, and responsibility. Audiences and media can quickly sense inauthenticity, and brands are being held accountable not just for what they say, but for what they stand for over time. The role of PR now means we as older practitioners must have sharper listening, recommend clearer positioning, and should be able to connect brands meaningfully with culture, policy, and public sentiment. Authentic engagement isn’t engineered, it’s built with consistency, honesty, and restraint. What are your expectations from 2026 in terms of growth, industry direction, or new opportunities? 2026 feels like a year where focus will matter more than scale. I expect growth to come from deeper client partnerships, long-term retainers, and work that sits at the intersection of business, culture, and impact. For the industry, I see opportunities coming in in the thought leadership space, narratives that are real to the current world scenario and with purpose, and advisory-led PR, especially in sectors such as health, wellness, education, and social impact. Personally, my goal for 2026 is to continue building a practice that values clarity over clutter and trust over trends! 

Authored By Akanksha Jain, AVP- Public Relations and Communications, SwiggyIn the last decade or so, the key focus for a large number of Communications Heads across industries has been around visibility- that front page story in the financial daily, visibility on social media, that reach via influencers and creating buzz that lasts more than a single day. But as we enter 2026, the focus will shift to engineering trust.2026 will unfold an era where attention will no longer be the most important requirement for a brand- it will be trust. As AI takes centrestage, brands will focus a lot more on building trust that lasts and invest a lot more on human storytelling- that stands out!Here are some key trends that are expected to play a vital role in the Communications industry in 2026:The rise of AI-aware Communication TeamsIn 2026, we will see companies depending a lot more on AI for real-time monitoring, social listening, base level research, market intelligence as well as discovery. Communication leaders will need to encourage their teams to be well-versed with AI and start leveraging the same to automate the mundane tasks, so they can utilize their time for more strategic work. In addition to this, the focus will shift to not only leveraging AI tools to keep track of social and digital conversations 24x7, but also understanding of what AI systems have to say about your brand. Generative Engine Optimization (GEO) will become importantWith the focus on engineering trust, 2026 will see the rise of GEO. As AI platforms become increasingly synonymous with search, Communicators will need to upskill themselves to optimize so that their brand is being correctly represented in the AI summaries. With AI becoming more mainstream, Communication leaders will invest a lot more in understanding how the AI systems describe their brand and redefining their reputation playbook accordingly. Take the example of a consumer internet brand- a prospective consumer can simply ask AI- Is the app reliable and has good customer service? or Can this brand be trusted? The response that AI gives can decide if he ever becomes a customer of the brand or not, and all the positive news reportage by top-tier media may have zero impact if they don’t feature in the response shared by the AI platform or the sentiment in the response is negative.The focus on being consistently out there across platforms that AI relies on will be a plus. What will work well in the GRO era will be to focus on building and maintaining consistent ‘source of truth’ pages and more durable assets.Owned media is here to stayA large number of consumer brands have already understood the important role of AI in discovery and are investing heavily on owned media including blogs, partner explainers, videos and podcasts that are easy to refer to. These aren’t campaigns—they’re reputation infrastructure.In 2026, Brands with Communications strategy that still emphasises a lot on coverage without fixing the  discoverability aspect will find themselves invisible in the places that matter the most in today’s times. This, in turn, can impact their credibility and overall business. Hence, it is important for brands to have a well thought-through strategy for Owned media, irrespective of the industry that they operate in. Leveraging various forms of media and building leaders are well recognized voices for the industry will be vital in building the overall brand credibility.Authentic storytelling will dominate engagement In the era of huge volumes of AI-generated content as well as disinformation and misinformation, it is authentic storytelling that will be the big differentiator for brands. Today, consumers value brands that share real stories - which are relatable and may not be perfect. In 2026, we will see an increased focus on authentic storytelling - not only via a brand’s owned media channels, but also in short-form video content like Instagram Reels and YouTube Shorts. As AI makes it easier to generate content, the digital feeds across platforms are being filled with increasingly similar content-one that lacks character, emotional connect or misses out on cultural nuances. Communicators have the opportunity to focus their energies on the human side of storytelling that cannot be done by AI- one that connects at an emotional level and is deep rooted in culture. In 2026, Communicators who are relying on the traditional ways of building reputation, will need to shift their strategy- from not only relaying an important announcement or a success story, but also highlighting human stories across customer cohorts- showing the struggles, the failures and the wins. They will need to amplify authentic and credible voices, and craft stories that connect at a personal level. New-age media and influencersAs consumers continue to invest more time on digital channels, Communication leaders will have to rejig the outreach strategy and focus a lot more on the new-age media as well as influencers. The future will see influencers playing a key role in further amplifying a narrative for a brand. However, it won't be about ‘how many’ but good quality, strategically partnered content. Communicators will need to invest in building authentic relationships with a select set of influencers so as to drive credible storytelling in the digital space.Looking ahead2026 will be a resurgence of the Communication leaders as strategic advisors for the Management team- who are not equipped to manage a crisis but are also equipped to turn it into an opportunity to further build trust and public engagement. Brands that will shine will be the ones that treat AI as a reputation enabler and not just a tool to redraft content. Also, storytelling will become even more important as brands fight to get the attention of the consumers in the era of information overload. Additionally, owned media will be a key lever to drive and amplify the right narrative. DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

PR Professionals has been appointed as the public relations partner for Bihar State Power Holding Company Limited (BSPHCL). Under this mandate, PRP will handle strategic communications, media relations, and outreach initiatives for BSPHCL and its subsidiary companies, supporting the organization’s efforts to communicate key developments, reforms, and public-facing initiatives in the power sector across Bihar.The new mandate comes close on the heels of PRP adding Goldi Solar and Premier Energies to its service experience, highlighting the agency’s expanding footprint across the conventional and renewable energy ecosystem. While Goldi Solar is a leading solar panel manufacturer, EPC, service provider and Independent Power Producer (IPP) with a manufacturing capacity of 14.7 GW; Premier Energies Limited is a listed entity that stands among India’s foremost solar manufacturing powerhouses, with deep, end-to-end capabilities spanning high-efficiency solar cells and modules. Its manufacturing capacity is currently pegged at 11.1 GW.With clients spanning power utilities, renewable manufacturers, and energy innovators, PRP continues to build comprehensive communications toehold in the sector. PR Professionals boasts of a robust energy and power experience including that with the Ministry of Power, Government of India; Power Finance Corporation; Power Trading Corporation; ZunRoof; Eastman Auto and Power; Suvastik Solar; Sukam; SAEL; NHPC, REC, Maharashtra State Power Generation Company  and Sunkind India, among others. Commenting on the recently achieved mandate, Dr. Sarvesh Kumar Tiwari, Founder and Managing Director, PR Professionals, said, “The energy sector is undergoing a fundamental transformation, and public institutions play a pivotal role in ensuring reliable, accessible, and future-ready power for citizens. We are honoured to partner with Bihar State Power Holding Company Limited and support its communication efforts as it continues to strengthen power infrastructure and service delivery across the state. This mandate, along with recent additions like Goldi Solar and Premier Energies, reflects the trust placed in PRP’s sectoral understanding and execution capabilities.”With this mandate, PRP’s presence in Bihar has further fortified. In the State, the agency has worked with several government and public sector institutions, including the Department of Revenue and Land Reforms; Bihar State Food & Civil Supplies Corporation Limited (BSFC); Bihar School Examination Board (BSEB); Bihar Agricultural Management & Extension Training Institute (BAMETI); Bihar Water Development Society; Software Technology Parks of India; Bihar Vidhan Sabha; Bihar Business Connect; Bihar State Food Corporation; Soil Conservation Board; Patna Metro; and GSTN, among others.Sunil Pandey, Head- Bihar, PR Professionals, said, “Bihar has been an important market for PR Professionals for several years. Our experience of working closely with government departments and public institutions in the state has given us a strong understanding of the local media and administrative nuances. The BSPHCL mandate is a natural progression of the work we have been doing in Bihar for several years.”Established in 2011, PRP is a leading fully integrated communications agency renowned for delivering exceptional branding and public relations solutions. The agency is dedicated to helping businesses achieve market leadership while engaging in meaningful philanthropic activities. Confianza Consulting, another PRP Group company, offers a comprehensive range of human resource solutions, including talent acquisition, performance management, compliance, and employee engagement. PRP Group has expanded to 12 offices across India and six international locations, underpinning its commitment to excellence and growth.

Authored by: Hemchandra Shetty, Consultant - PR and Media ManagementThe mass message is dead, but most communicators are still writing its eulogy. The real story isn't that audiences have fragmented—it's that they've evolved beyond demographic clusters into networks of individual expectation. A chief communications officer at a Fortune 500 technology company recently told me their team now operates seventeen distinct narrative tracks for a single product launch, each calibrated to psychological triggers rather than traditional segments. This isn't personalization as we knew it five years ago. This is narrative stewardship at the molecular level.The shift became mathematically inevitable when OpenAI's API calls crossed 2 billion daily requests in early 2024, making AI-assisted content generation cheaper than hiring junior copywriters. But the real transformation isn't technological—it's philosophical. We're no longer asking "What does this audience need to hear?" We're asking "What narrative infrastructure allows each individual to arrive at their own authentic understanding?" That reframing changes everything about how we build campaigns.Consider the recent sustainability announcement from a major automotive manufacturer. Their PR team didn't create one press release with regional variations. They architected what they called a "narrative constellation"—a core fact pattern surrounded by 847 individually tailored story expressions, each generated by analyzing the previous content consumption patterns, engagement velocity, and sentiment markers of specific journalist cohorts, investor segments, and customer communities. When a tech reporter opened their personalized briefing, the lead emphasized patent filings and engineering breakthroughs. When a lifestyle editor accessed theirs, the same core news led with community impact and design philosophy. The underlying truth remained constant, but the emotional entry point was individually optimized.This is what I call the Earned Authority Loop—the continuous cycle where personalized relevance builds attention, attention builds trust, and trust earns permission for deeper personalization. Traditional PR operated on broadcast logic where reach equaled impact. Modern PR operates on resonance logic where specificity equals scale. The paradox is real: the more narrowly you can speak to individual needs, the more broadly your message travels through voluntary sharing and organic amplification.The analytics powering this shift have moved far beyond click-through rates and share counts. Advanced platforms now track what I term "narrative adhesion"—the measurement of how story elements stick in audience memory across multiple touchpoints. A Global financial services firm recently shared that their hyper-personalized campaign generated 34 percent higher message recall three weeks post-exposure compared to their previous best-performing traditional campaign, even though the personalized version reached 40 percent fewer total impressions. They had optimized for depth rather than breadth, and the engagement data revealed something crucial: people don't just remember personalized messages longer, they actively advocate for them.The infrastructure requirements for this approach demand rethinking legacy PR workflows. One communications team at a healthcare company described their evolution from a linear approval process to what they call "dynamic narrative governance." Instead of finalizing messages and distributing them, they now establish narrative guardrails—the non-negotiable elements that must appear in any expression—and then deploy AI systems to generate thousands of variations within those boundaries. The approval process shifted from controlling specific words to auditing whether the narrative boundaries held across all variations. This allowed them to maintain brand integrity while achieving personalization at a scale that would require an army of human writers.But technology is merely the enabler. The strategic insight is understanding that hyper-personalization doesn't mean telling different stories to different people—it means finding the individual pathway through which each person can discover the same essential truth. A consumer electronics company launching a privacy-focused product created narrative pathways for the technically sophisticated who wanted cryptographic specifications, the casually concerned who wanted simple assurances, and the skeptical who needed third-party validation. Each group received different content architectures, but all three pathways led to identical conclusions about product trustworthiness. The personalization was in the journey, not the destination.The ethical dimensions of this capability deserve more attention than they typically receive. When you can engineer emotional resonance at the individual level, the responsibility for narrative stewardship intensifies dramatically. The same tools that help a nonprofit connect donors with specific program impacts can be weaponized to manipulate individual vulnerabilities. The communications leaders I respect most are establishing what one called "personalization ethics frameworks"—documented principles about which data inputs are appropriate for tailoring messages and which cross into manipulation territory. This isn't just about compliance or risk management. It's about understanding that hyper-personalization, done poorly, erodes the very trust it's designed to build.Looking toward 2027, I see the next evolution moving beyond message personalization into experience orchestration. The question won't be "How do we tailor this announcement?" but rather "How do we design an information ecosystem where each stakeholder discovers our narrative through their preferred sense-making process?" We're already seeing early experiments with what might be called "ambient PR"—where brand narratives exist as accessible knowledge layers that stakeholders encounter through natural information-seeking behavior rather than through deliberate message deployment. The PR function becomes less about broadcasting and more about ensuring your truth is discoverable at the exact moment of individual readiness.The communicators who thrive in this environment won't be those with the biggest media lists or the most creative campaign concepts. They'll be the ones who understand that every audience is now an audience of one, and that scaling genuine connection requires infrastructure as sophisticated as any engineering challenge. The future of PR isn't about reaching more people. It's about reaching each person more meaningfully.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

TOD, the sports and entertainment streaming platform owned by beIN MEDIA GROUP, has appointed Golin MENA as its regional public relations partner following a competitive multi-agency pitch.Under the mandate, Golin MENA will handle both corporate and consumer communications for TOD across key markets including the GCC, Egypt, North Africa and the Levant. The scope of work includes earned media strategy, strategic narrative development and creative campaign execution to support TOD’s sports and entertainment portfolio.The appointment comes at a time when TOD has a pipeline of regional sporting tournaments, original content and market expansion initiatives planned for 2026.Commenting on the appointment, Stephen Worsley, Regional Managing Director at Golin MENA, said, “TOD is one of the most dynamic platforms in the region, reshaping how audiences consume world-class sport and entertainment. Winning this mandate reflects our team’s ability to deliver culturally resonant, earned-first storytelling and to support brands operating at speed and scale. We look forward to partnering with TOD during a period of rapid evolution in the regional streaming landscape.”To deliver the mandate, Golin MENA will deploy an integrated, cross-market team spanning its GCC and North Africa operations, with a focus on consistent execution across regions.The appointment adds to Golin MENA’s portfolio across media, technology, entertainment and sports in the region.

PRCO Group has been appointed to lead communications for the launch of W Riyadh – KAFD, marking the debut of the W Hotels brand in Saudi Arabia. The property is located within Riyadh’s King Abdullah Financial District (KAFD).The appointment covers integrated communications and media relations across the GCC, supporting the hotel’s pre opening and launch phases. PRCO Group’s remit includes strategic storytelling, executive profiling and brand positioning to introduce the hotel and W Hotels’ refreshed global identity to regional audiences.W Riyadh – KAFD is positioned as a landmark opening for the region, combining expressive architecture, interior design, and a culinary and social offering aligned with the brand’s global focus on design, music, culture and wellness.The launch of W Riyadh – KAFD forms part of W Hotels’ international expansion and represents the brand’s entry into the Saudi Arabian market.PRCO Group will work closely with the W Riyadh – KAFD team in the lead up to the hotel’s opening in 2026, supporting communications around upcoming experiences, design elements, dining concepts and programming.

Boeing has made a senior appointment within its government affairs function, hiring from a UK based communications agency.The individual joins the aerospace company from Luther Pendragon, where they previously served as an associate director. The move marks a shift from an agency role to an in house position at Boeing.Details regarding the executive’s specific designation, responsibilities and scope of work at Boeing have not been disclosed.The appointment reflects Boeing’s continued focus on strengthening its government affairs capabilities.

As 2025 pushed India’s PR industry closer to the boardroom, agencies were forced to choose between scale without substance and strategic relevance with impact. For Zeno India, the year marked a decisive pivot from rebuilding to acceleration. From rebuilding foundations to scaling impact, the firm sharpened its identity as an earned-first communications partner, blending creativity, intelligence, and strategy. As part of Adgully’s annual REWIND 2025 series, we spoke to Abhishek Gulyani, Managing Director – India and Head of Corporate Affairs, Asia Pacific, ZENO Group, who reflects on a year defined by sharper positioning, talent-led investments and intelligence-driven communications. He unpacks how Zeno strengthened its earned-first proposition, delivered strong new-business momentum, and aligned itself with a broader industry shift where reputation, data and strategic counsel have become business-critical. How would you describe the year 2025 for your organization, and were there any standout moments that defined it? 2025 was a defining year for Zeno India, a year of transformation translating into accelerated growth. Over the past 6 months (we follow July 1-June 30), we moved decisively from rebuilding foundations to scaling impact. We made significant investments in talent, especially across creative, digital, data and senior media advisory, opened a new office and have designed ourselves for collaboration across teams in APAC and the world, content creation, and embedded intelligence-led thinking deeper into our work. The most defining outcome of these efforts has been performance: increased new business, with double digit margin growth and a 70%-win ratio, which reflects strong client confidence in our evolved offering. More importantly, along with our strong client centric 2025 helped us sharpen who we are: a modern, earned-first communications partner that blends creativity, intelligence, and strategic counsel. That clarity of purpose has been the standout moment for us. When you look at the broader PR and communications industry, what defined this year for the industry? 2025 marked a clear inflection point for the PR industry in India. This was the year when communications firmly moved closer to the C-suite. Reputation, trust, policy, culture, and values became business-critical conversations, not just communication mandates. Another defining shift was the industry’s accelerated move toward data, AI, and insight-led storytelling. Clients increasingly expect PR partners to bring intelligence, not just execution. Creativity, too, evolved — from tactical ideas to culturally relevant, earned-first platforms that drive participation. At the same time, the industry began questioning traditional, media-heavy business models and exploring higher-value advisory, creative and intelligence-led offerings. That mindset shift will define the next phase of growth. Still, I feel as an industry a lot more can be done in building growth culture, talent and data-led communications. Which big new clients did you onboard this year, and what made those wins special? This year has been good for us with record wins. What stood out about our new client wins in 2025 was both the sectors and the scope of work. We onboarded several clients across B2B technology — particularly data centres and AI — business consulting, B2B healthcare and education, consumer tech, lifestyle sectors that demand deep domain understanding and strategic maturity. These wins were especially meaningful because clients chose us for high-value capabilities — including analyst relations, creative and digital solutions, and strategic media and crisis advisory — rather than only traditional media engagement. In many cases, we were brought in to help shape category narratives, influence ecosystem stakeholders, and drive long-term reputation outcomes. In parallel, our strong focus on partnership and outcomes led to organic expansion within existing clients, reinforcing the trust they place in Zeno as a long-term growth partner. Together, these wins underscore a clear shift in how clients view PR — not as a service provider, but as a strategic advisor. How has the role of PR evolved — has it shifted from just managing images to creating deeper, more authentic engagement? Absolutely. PR today is far less about managing perception and far more about building belief and authentic storytelling. Audiences are more informed, skeptical, and values-driven than ever before. They don’t just want to hear what brands say, they want to understand what brands stand for and how they behave. This has shifted PR from image management to authentic engagement, narrative stewardship, and trust-building. Modern PR sits at the intersection of data, creativity, culture, and conscience. It involves listening as much as speaking, using intelligence to shape narratives, and helping brands show up consistently across stakeholders. This evolution is both exciting and essential for the future relevance of our industry. I feel Zeno is rightly placed to meet that requirement if clients. For clients too, it is not large teams but agile teams with the right knowledge and execution capabilities that will make a difference in the future. 

Aman Dhall, Entrepreneur, shares why the future of sport will no longer have sidelines, as technology, participation, and culture reshape how athletes train, how fans engage, and who truly owns the game. He notes that there was a time when sport was something you watched from a distance—coaching happened behind closed doors, broadcasts were one-way, and fandom ended at the final whistle. That version of sport is quietly fading, and by 2026, it will be defined less by control of infrastructure and more by intelligence, participation, and cultural ownership.AI will become the new coachSport is moving from elite-only science to mass-access intelligence. The global sports AI and analytics market is projected to cross $30 billion by the end of the decade, according to PwC and Deloitte’s Sports Tech Outlook.In India, where over 90% of academies operate without formal sports science support, as per the KPMG–FICCI Sports Report, advances in computer vision and mobile AI will change this reality.Visual AI can already analyse movement, posture, and workload through a smartphone camera. By 2026, DIY AI-powered coaching is expected to become mainstream and open doors at the grassroots level.Fans will move from spectators to co-creatorsThe second-screen era has evolved into participation-led fandom. Over 60% of live sports viewers now engage simultaneously on mobile, according to Nielsen, while AI-driven personalisation is expected to influence nearly half of sports media consumption by 2026, as projected by Gartner.Personalised highlights, real-time fan interactions, and digital stadium experiences will further collapse the distance between the field and the feed. This shift will turn fandom into an active, collaborative experience.Women will shape the future of sports cultureThis transformation is as cultural as it is technological. Female athletes are building global communities beyond match days, while women viewers are emerging as analysts, creators, and cultural drivers of sport.In India, women already account for nearly 40% of the digital sports audience, according to the FICCI–EY Media & Entertainment Report. The women’s sports economy, valued at around ?1,200 crore, is projected to grow fivefold over the next five years, as per Nielsen Sports and BCG.As personalisation deepens, women will not just consume sport. They will curate narratives, influence sponsorships, and shape the industry’s economics.A decisive transitionTaken together, these shifts mark a decisive transition. By 2026, sport will be defined by who builds intelligent systems, invites meaningful participation, and reflects culture authentically.Technology will accelerate this transformation, but relevance, trust, and inclusion will determine who leads the next era of sport.

Maars Communicates, one of India’s fastest-growing PR and strategic communications agencies, has been appointed as the official communications partner for Rose Audio Visuals, the creative studio helmed by acclaimed filmmaker and producer Goldie Behl.With a career spanning over 25 years, Goldie Behl has been at the forefront of India’s evolving entertainment landscape. As the founder of Rose Audio Visuals Pvt. Ltd., Behl has built a legacy defined by creative reinvention from feature films and television to OTT, branded content, podcasts, and short-form storytelling. His work reflects a deep commitment to nurturing talent, experimenting with new formats, and creating narratives that resonate across audiences.Rose Audio Visuals debuted with the Akshay Kumar–Nagarjuna starrer Angaaray. The banner went on to deliver notable films such as Bas Itna Sa Khwaab Hai, Drona, London Paris New York, and I Me Aur Main. Now under the sole leadership of Goldie Behl, the company continues to expand its presence across entertainment and advertising, including its thriving audio division RosePod, which recently launched Season 2 of The Happy Pawdcast.Maars Communicates: A New-Age Communications PowerhouseFounded by sibling duo Mausam Shah and Aayush Shah, Maars Communicates has emerged as a leading force in strategic storytelling, brand reputation management, and media relations. A PR agency with a strong, diverse team, Maars manages communications for 50+ retainer clients across entertainment, technology, lifestyle, corporate, and the creator ecosystem.The agency brings an impressive repertoire of work across some of India’s most respected brands and content platforms, including:- Some of the most prominent directors and writers naming Neeraj Pandey, Siddharth P Malhotra, Aditya Sarpotdar, Sneha Desai and many more- IVM Podcasts : supporting one of India’s largest and most pioneering podcast networks with some of the massive launches like What The Hell Navya, Chithiyaan by Gajraj Rao, Serving It Up With Sania hosted by Sania Mirza- Birla Social Impact Initiatives: including work on Mpower (mental health initiative by Neerja Birla), Ujaas (women’s health and hygiene initiative), and Adveaitesha, strengthening purpose-led communication outreachIn addition, Mausam Shah’s decade-long experience spans launching MX Player, spearheading campaigns for Lux Golden Rose Awards, and executing major IPs for Event Capital including WindMill Festival and PetFed. She has also led communication mandates for leading kids’ brand R for Rabbit and multiple fast-growing AI-driven companies.Commenting on this Mausam Shah, Founder & Director – PR, Maars Communicates says, “Rose Audio Visuals has been a pioneer in shaping modern Indian storytelling across formats. Their vision aligns closely with the kind of purposeful, future-facing narratives we believe in at Maars Communicates. We are excited to craft compelling communication strategies that strengthen the brand’s voice and deepen its cultural relevance.”Sharing his thoughts on working for one the most renowned production house,Aayush Shah, Founder & Director – Digital & Business Development, Maars Communicates says, “This partnership is an opportunity to contribute to a content powerhouse that is constantly evolving and experimenting with new formats. At Maars Communicates, our goal is to build impactful storytelling and brand resonance, and we look forward to driving integrated communication that supports the studio’s ambitious creative roadmap.”

Golin MENA has been appointed as the regional PR partner for TOD, the MENA’s leading sports and entertainment streaming platform by beIN MEDIA GROUP, following a competitive pitch.The mandate covers corporate and consumer communications across the GCC, Egypt, North Africa, and Levant regions, with Golin MENA leading earned media, strategic storytelling, and creative campaign development for the sports and entertainment portfolio of TOD. The partnership comes at a high-growth moment for the platform, with major regional tournaments, original productions, and market expansions planned for 2026. Stephen Worsley, Regional Managing Director at Golin MENA, said: “TOD is one of the most dynamic platforms in the region, reshaping how audiences consume world-class sport and entertainment. Winning this mandate is a big moment for us as it reflects our team’s instinct for culturally sharp, earned-first ideas and our ability to support brands operating at speed and scale. We’re excited to partner with TOD at a time when the region’s streaming landscape is evolving fast.”Golin MENA will deploy a cross-market team across the GCC and North Africa operations to support the communications goals for TOD. The win adds further momentum to Golin MENA’s regional growth, strengthening its presence in the media, tech, entertainment, and sports sectors.

2025 wasn’t just another calendar year for Vicara PR; it became a defining chapter in its evolution under the leadership of Jigar Chatwani, Founder of Vicara PR. In a year where boutique agencies battled scale, speed, and survival pressures, Vicara PR focused inward first, stabilising its core team, strengthening institutional knowledge, and building a culture that values growth, commitment, and long-term client trust. That internal strength became the launchpad for broader diversification into social media, SEO, and lead generation mandates, signalling a confident shift beyond traditional PR. As part of Adgully’s annual recap of the year gone by – REWIND 2025 – we spoke to Jigar Chatwani, Founder of Vicara PR, reflects on how the year reshaped not just the agency’s capabilities, but also the very definition of PR itself. From navigating increasingly demanding clients and idea-driven mandates to embracing deeper strategic thinking and authenticity-led communication, he shares how Vicara PR positioned itself for the future in a rapidly maturing communications ecosystem. How would you describe the year 2025 for your organisation, and were there any standout moments that defined it? 2025 has been transformative for us, honestly. As a boutique firm, we've always struggled with talent churn - it's probably the biggest challenge any small PR agency faces in India. But this year, something shifted. We finally found our rhythm with team stability.The current group we have isn't just working for Vicara PR; they're growing with us. That's a game-changer when you're trying to build deep client relationships and maintain consistency in service delivery. When your team believes in the vision and wants to stick around, everything else falls into place - better client servicing, stronger campaigns, and that institutional knowledge that takes years to build.That stability gave us the confidence to diversify our offerings too. We've expanded into social media, SEO, and even executed three lead generation projects this year. It's exciting to see the team embrace these new challenges.When you look at the broader PR and communications industry, what defined this year for the industry?Ideas are king now - that's what I've observed throughout 2025. Clients have become incredibly sophisticated in their expectations. They're not just looking for coverage anymore; they want fresh, unique ideation that cuts through the noise.I've seen this shift firsthand. We'll pitch 20 different concepts to a client, and if even one truly resonates and gets executed brilliantly, that's considered a win. The days of recycling the same old press release formats or following template-based campaigns are over.The industry is demanding more strategic thinking, more creativity, and frankly, more courage to try unconventional approaches. Clients now understand PR nuances better than they did five years ago, which means agencies need to step up their game significantly.Which new big clients did you onboard this year, and what made those wins special?While I can't share specific client names, I can tell you about the sectors that embraced us this year - private equity, venture capital, fintech, healthcare, and BFSI. These are sophisticated clients who really understand what good PR can achieve.What made these wins special wasn't our pitch deck or our rates - it was the in-depth knowledge and expertise our team demonstrated. These clients appreciated that we understood their industries, their challenges, and their stakeholder ecosystems.When a PE firm is evaluating PR agencies, they're not looking for someone who can just send press releases. They want partners who understand portfolio company communications, investor relations nuances, and regulatory considerations. That expertise gave them the confidence to choose us over larger agencies.How has the role of PR evolved, has it shifted from just managing images to creating deeper, more authentic engagement?Absolutely. The transformation has been remarkable, especially in the last couple of years. Traditional image management - that defensive, reactive approach - is almost obsolete now.Today's PR is about building authentic narratives that resonate with specific audiences. It's about understanding that every stakeholder group needs a different story, told in a different way. A fintech startup's story for potential investors is completely different from their story for end customers or regulatory bodies.We're seeing clients who want us to be strategic partners in their business growth, not just communications vendors. They're asking us to help shape their market positioning, influence their product messaging, and even provide insights on market sentiment.The authenticity piece is crucial - audiences today can spot manufactured stories from miles away. The brands that succeed are the ones telling genuine stories about real impact, real innovation, real change. 

When IndiGo’s operational disruption spiralled into a nationwide passenger crisis, the real damage was not caused by delayed flights alone, but by delayed communication. Drawing from both professional expertise and personal experience as a stranded passenger, Xavier Prabhu, Founder, Chairman & CEO, PRHUB, dissects the episode through a crisis-management lens—laying bare how hesitation in the “golden hour”, lack of frontline empowerment and inconsistent messaging can rapidly erode trust. His analysis offers a timely reality check for Indian corporates navigating crises in an always-on, hyper-digital environment, where silence travels faster than facts and reputational loss compounds long after operations recover. A Crisis Seen from Both Sides of the QueueWhat struck me most, as a communicator and also first-hand because I myself was stuck, was the time it took for their first statement to hit. Pre-approved holding statements are what every senior communicator is trained to first get going so there is some official communication out there that the audiences can read and absorb while in parallel the company gets its system to swing into action. Chaos on the Ground: The Cost of UncertaintyBeyond the holding statement also, the rearguard action (like quick refunds – I got mine in a week– vouchers for those deeply affected – clear numbers shared – xxx crore in refunds, etc., are all the right things to do) swung in quite late which was surprising personally (as they do have a well-oiled system). By which time the damage was done (know many in my peer circle who will not travel by an Indigo for the foreseeable future unless left with no choice); for a market leader with dominant market share that is a real worry; even more worrying for them will be that many of these are premium customers who anyways would prefer a full-service airline. Again speaking from my own experience as I was stranded the whole night ironically for a short flight (Chennai-Bangalore sector), it was absolute lack of clarity and direction on the ground; for example if they had informed me the flight is cancelled and they would fully refund, I would have just looked at the alternate option and moved on; like me thousands would have not turned up at the airports causing the large misery that played out across India’s airports. Frontline Staff Without AuthorityMany of their frontline staff held up well and some could not understandably; but most expressed helplessness as they said we are also clueless and are waiting for directions from their managers; if only they could have been more informed and empowered this could have been not so bad for the airline. Why Indian Companies Struggle with Early Crisis ResponseThe first reason is lack of well-defined and detailed crisis playbooks and training of their senior staff in each airport on crisis response and communication; one of the things that helps and is usually under prioritised by most companies/ brands is doing a crisis audit by orchestrating a mock crisis once or twice in a year; this helps test how the entire organisation and the laid down protocol is really working on the ground so the gaps can be fixed. Second is lack of empowerment of local leaders to tune as per the local context while strictly sticking to the central template/ guidelines and also keeping the central crisis command informed at all times. Third is that in a social and digital world, everyone is a creator and armed with camera in their phones (largely high quality) can create quality video content in no time; you are not simply going to be able to control all of them/ all of it. The mind-set even today in many companies is operations-first, communications-later whereas, we know that when it comes to a crisis, both need to move at the same time and with equal urgency. Trust Erodes Faster Than It BuildsTrust in a service brand is something that is amassed. You lose it slowly, but sadly, it is something that you lose publicly. It’s very difficult to quantify. In the Indigo case, the late reaction, inconsistent updates and lack of transparency is what hurt consumer confidence way more than the operational failure itself. Many businesses do not quantify trust erosion and that is because sentiment, reputation, and loyalty loss are not measured with the same discipline as revenue.The long-term impact shows up in ways companies don’t always track, that is higher customer aggression, lower brand forgiveness and increased vulnerability in crises.Companies must remember that today’s angry passenger is tomorrow’s storyteller and they shape future perception for thousands.Key Learnings for Indian CorporatesTest your crisis preparedness periodically – don’t leave it to chance. Have a thorough and well laid system and process ready with everyone involved adequately trained. Sensitise senior management of the company on the key role communications plays over other functions particularly during crises. Frontline is the face of the crisis, even though they have the least say. Any crisis strategy that forgets this is flawed at the core. Don’t leave vacuum; you are essentially losing narrative control fully and it takes much longer and is always more expensive to pull it back later; not sure if hundred per cent pull back is even feasible. The Do’s of Crisis CommunicationHolding statement to go immediately Anticipate, train, test & tune – make the crisis response mechanism idiot proof In parallel swing the system into action with quick announcements that claws back confidence and stops further erosion; of course, allowing the positive narrative to start building up Use as many channels to get the response and actions communicated as quickly and as widely (for example, did 3 more Indigo flights thereafter and in one the pilot actually alluded to it which made me realise they are great channels too) The Don’ts That Make Things WorseDon’t be silent; reduce this period as much as possibleDon’t let legal run the communications response. Let them review it, but not script it Don’t underestimate how quickly anger scales when physical inconvenience meets digital amplification Don’t worry about over communication; it’s always better than under communication in a crisis 

Furless Permanent has appointed Ruder Finn to lead its communications for the brand’s entry into Saudi Arabia. The mandate includes public relations and influencer engagement to support the launch of its first location in Riyadh.Founded in the UAE, Furless Permanent operates specialised electrolysis centres and is expanding its footprint in the Middle East with its Saudi debut. Ruder Finn will manage communications around the brand’s market entry and local positioning.The expansion marks Furless Permanent’s first presence in the Kingdom, with its inaugural branch set to open at Faisaliah Mall in Riyadh. The facility will offer FDA-approved electrolysis services aimed at a broad range of skin tones and hair types.The appointment aligns with the brand’s wider regional growth plans as it enters the Saudi beauty and wellness market and introduces its permanent hair removal services to local consumers.

Stashfin, one of India’s leading digital lending and full-stack fintech platform, has appointed Nicole Fernandes as Lead – Corporate Communications & Public Relations, further strengthening its focus on brand governance, reputation management, and strategic storytelling as the company continues to scale in a rapidly evolving financial services environment.In her new role, Miss Fernandes will lead Stashfin’s end-to-end corporate communications mandate, spanning media relations, leadership positioning, brand narrative development, and stakeholder engagement. The appointment comes at a time when fintech companies are increasingly prioritising credibility, trust, and consistency in communication as the sector matures under greater public and regulatory scrutiny.Nicole Fernandes brings nearly a decade of experience across corporate communications, fintech PR, brand strategy, and editorial content, with a career that spans newsroom, agency leadership, consulting, and platform-side communications.Most recently, she was associated with Madison World (Madison PR), where she spent close to four years as a Senior Account Manager, managing the PR mandate for the news channels sector She served. She has been involved in shaping long-term narrative frameworks for brands across different sectors. Prior to joining Madison World, Fernandes served as Deputy Manager at Ketchum Sampark,  where she worked closely with senior leadership teams, where she drived the strategic media engagement for clients in the financial services sector. She later led fintech-focused communications as Fintech PR Band Lead at Wizikey, operating at the intersection of media intelligence and public relations to support data-led storytelling and media positioning for digital-first financial brands. In this role, she partnered with digital-first financial brands to drive data-led PR strategies, strengthen share of voice, and align communication outcomes with business objectives in a competitive media environment.She has also worked as a Public Relations Consultant, managing mandates across finance, food, hospitality, and corporate sectors, gaining hands-on experience in brand positioning, media outreach, and stakeholder communication across diverse industries.Miss Fernandes’ professional foundation lies in journalism and content. She began her career as a New Media Sub-Editor with Deccan Chronicle Holdings, where she worked on digital news operations and editorial curation. She was also an integral part of Yahoo Finance as a Content Coordinator, focusing on finance and technology content in her initial part of her career—an experience that gave her direct exposure to newsroom priorities, editorial judgement, and financial storytelling.This strong editorial grounding continues to inform her approach to corporate communications, particularly in understanding how business and financial narratives are evaluated, framed, and amplified by media. At Stashfin, Miss Fernandes is expected to play a key role in shaping the company’s corporate voice and leadership narrative, supporting conversations around responsible digital lending, technology-led trust, financial inclusion, while ensuring alignment across earned media and brand touchpoints.The appointment reflects a broader shift within India’s fintech ecosystem, where companies are increasingly investing in senior communications leadership to build long-term institutional credibility and sustainable brand equity, beyond short-term visibility.

StickyGinger has been appointed as the public relations agency for Dubai Autodrome, taking on responsibility for communications across the venue’s upcoming season.Under the appointment, the GCC-headquartered creative communications agency will manage all public relations activity for the motorsport and entertainment destination. The scope of work includes support for major motorsport events, the wider entertainment calendar, and the promotion of new experiences, while reinforcing Dubai Autodrome’s positioning as a motorsport and lifestyle destination.Dubai Autodrome operates as a subsidiary of Union Properties and hosts a range of international race series, track days, driving experiences, and community-focused activities. Its year-round offering includes race championships, karting, and experiences for families and corporate groups.As part of the partnership, StickyGinger will work to strengthen the venue’s profile among diverse audiences, including motorsport enthusiasts, families, and corporate groups, while supporting its visibility as a location for international racing events.The appointment adds to StickyGinger’s work within the automotive and mobility sector across the Middle East, alongside its broader lifestyle communications portfolio across the MENA+ region.Lucy Freeman, co-founder of StickyGinger, said the agency was pleased to be selected as Dubai Autodrome’s PR partner and noted that the collaboration reflects the agency’s experience in automotive culture and destination-led communications.

The year 2025 nudged the PR and communications ecosystem into a phase of clarity and recalibration. Strategy mattered more than noise, credibility mattered more than volume, and the balance between digital speed, the resurgence of print, and the growing presence of AI defined how brands chose to communicate. With audiences becoming more discerning and mediums constantly shifting shape, PR evolved into a far more intentional, insight-driven, and authenticity-led function. As part of Adgully’s annual re-look at the year gone by – REWIND 2025 – Sonam Shah, Founder and CEO, Treize Communications, reflects on a milestone year for the agency and the larger industry, sharing perspectives on learnings, the human–AI equation, changing client expectations, and how 2026 is set to bring renewed energy, deeper engagement, and a stronger push toward meaningful communication. How would you describe the year 2025 for your organisation, and were there any standout moments that defined it? 2025 was a very challenging and a very different year in many ways. This year was significant as Treize Communications completed 10 years in business, making it one of the most transformative periods for us.We saw lot of learnings, unlearning, growing with times and evolving in the right sense. I won’t say there was any standout moment, but there were lots of small moments which defined this year and probably put a stepping stone to the next few years. When you look at the broader PR and communications industry, what defined this year for the industry? The communications and PR industry continues to be one of the most highly evolving industries. As reader pattern evolves, the constant need to be updated remains. Our communication strategies are defined by readership patterns, current news and industry updates. This year we saw the demand for Digital PR go down, and Print Medium come back, especially within our corporate set of clients. There was high amalgamation of traditional and digital PR across 2025. This year has also set the tone of AI-led communications. There was great play of Human-AI Synergy, and it will be interesting to see how it unravels in the coming years. Which new big clients did you onboard this year, and what made those wins special? We work more or less on long-term associations with clients and continue to work with the same set of clients. Some key clients include Divo (part of Warner Music), Socxo, Arthat Studio, Apparel Manufacturers of India, amongst others. How has the role of PR evolved? Has it shifted from just managing images to creating deeper, more authentic engagement? PR today is highly strategic and works in a very phased manner. From setting the right tone, to ensuring time bound media presence, today, PR cannot be executed unless planned. This actually is one of the biggest pain points in the industry, as lot of clients still work very last minute. Also, with AI led articles, which are floating on the web, the credibility of online presence is questioned more. This makes it essential to have a human touch in PR, to add authenticity. While readers have a lot of options to take information from, when it comes to taking the right form of news, everyone still has 1-2 key preferred media outlets. While AI will be a part of every business, I do not think AI can be used in building thought leadership. An individual’s perspective holds far more value, then AI can add. What are your expectations from 2026 in terms of growth, industry direction, or new opportunities? 2026 looks exciting to me. It will be the year when AI in communications will be seen in a better way. The industry will continue to grow and the need to be across mediums, print, digital, electronics will be back. I see PR in the true sense come up, as the last few years there was a very high focus on Digital as well as influencer led communications. There will be high demand to be in global publications and media houses by Indian clients, at least from the corporate sector, aiming to build a stronger and more authentic recall. 

Shawn Xavier has joined V360 Group as Group Account Director. He shared the update on LinkedIn, confirming that he took on the role in November 2025.In his new position, Xavier will focus on strategic communications, brand reputation, strategy and business development, and will work closely with teams and clients to deliver insight-led work.Prior to joining V360 Group, Xavier was associated with MSLGROUP India for over a decade. Most recently, he served as Group Head from July 2023 to December 2025. During his tenure at MSLGROUP, he held multiple roles including Associate Director, Senior Manager, Manager, Senior Executive, Account Executive and Account Associate.Xavier is based in Mumbai, Maharashtra, and brings extensive experience across strategic communications and brand reputation management.

Bata India has partnered with One Source to strengthen its corporate communications, sharpen leadership visibility, and build a more cohesive reputation strategy across key stakeholder groups.With over nine decades of presence in the Indian market, Bata India is entering a new phase of growth anchored in youth-focused branding, omnichannel retail expansion, and product diversification. The collaboration with One Source is aimed at supporting this transformation through structured, consistent, and strategic communication.As the brand evolves its product design, retail experience, and consumer engagement approach, the focus on clear and aligned corporate messaging is expected to play a central role in reinforcing Bata India’s positioning within the footwear and lifestyle sector.

One Plus One Communications has promoted two members of its team, Hannah Kronast and Rosalie Basham. Kronast has been promoted to account director, while Basham has been elevated to senior account manager.Both practitioners contributed to a strong year for the independently owned agency, which was recognised as New Zealand Large PR Consultancy of the Year by PRINZ and Asia-Pacific Boutique Agency of the Year by Campaign Asia.Kronast and Basham have worked together within the same team and played key roles in delivering campaigns for clients including 2degrees and RMHC, contributing to the agency’s award-winning work.The promotions come at the end of a year marked by industry recognition and business growth for One Plus One Communications.

Moe’s Art approached 2025 not as a year of reinvention, but of refinement. As the communications landscape grew louder, faster, and more fragmented, the independent collective spent the year sharpening its intent, clarifying the role of each brand within the Moe’s Art ecosystem, and strengthening how content, communication, experiential, production, and tech work together as one integrated system. In conversation with Adgully for its annual recap of the year – REWIND 2025 – Vishaal Shah, Founder, Moe’s Art, looks back at a year that saw the organisation deepen its creative ambition, experiment with participation-led formats, and respond to an industry where AI, discovery, and audience behaviour are rapidly rewriting the rules. He shares what defined 2025 for the agency, how communication has evolved beyond image management, and why coherence and presence are now the real markers of relevance. How would you describe the year 2025 for your organisation, and were there any standout moments that defined it? The year 2025 was about sharpening what we’ve built and stretching it further. We grew across our verticals in size, and in clarity. It became clear what each brand under the Moe’s Art umbrella stood for and where it was headed. A few moments stood out. The Anti Agency Show gave us a format to express ourselves outside of the usual brief-response loop, a space to speak to the industry, not just to serve it. Our work in digital films and public relations grew both in volume and ambition, and seeing that recognised at platforms like PRCA 2025, CommuniCon and SCREENXX gave the team a real boost. On the experiential side, Happily Never After, our immersive theatre IP, opened a new way of thinking about participation, making it more audience led. That shift in how people want to engage is shaping how we think about storytelling formats overall. We also expanded Not Your Idea into newer tech-led content and audit offerings, while Unsobered and Unstumbled, are culture-first content platforms we’ve built to explore lifestyle, identity, and community through an unfiltered, interest-led lens. Most importantly, we tightened how everything connects: content, communication, production, tech, experiential into one system. That integration is what makes us feel more prepared than ever for what’s next. When you look at the broader communications industry, what defines this year for the industry? This was the year the future stopped being a forecast. AI became part of the daily workflow not in a “someday” way, but in meetings, pitches, production and planning. The conversation moved from “what it could do” to “what it’s already doing.” Storytelling also took a turn. There was more appetite for depth, less selling, more telling. More brands leaned into who they are, not just what they offer. We saw briefs come in with more space for context, for tone, for clarity of voice. And discovery changed. People are no longer finding content; content is finding them, through algorithms, interest graphs, and AI surfaces. That one shift is forcing everyone — agencies, creators, brands — to rethink not just messaging, but how stories get placed, surfaced and remembered. Which new big clients did you onboard this year, and what made those wins special? We partnered with new clients across healthcare, entertainment and emerging consumer brands. What made them special wasn’t just the size, it was what they reflected back to us: that clients today aren’t looking for siloed services, they want integrated thinking. These wins reaffirmed that the model we’ve built where strategy, storytelling, production and tech work as one is resonating. We’re able to plug into a client’s world as thinkers, doers and collaborators. And when that chemistry clicks, the work gets better and so does the relationship. How has the role of communication evolved, has it shifted from just managing images to creating deeper, more authentic engagement? Completely. Communication is no longer a function of control, it’s a function of presence. You can’t just craft an image and hope it sticks. You have to show up, speak up, and stay consistent across platforms, formats, and moments. Younger brands already know this. They treat communication as a tool to explore, not just present. That mindset is influencing legacy brands too. They’re realising that audiences today don’t behave like spectators. They respond, remix, and shape narratives in real time. One big shift has been the rise of the phygital loop where online engagement spills into real-world experiences, and vice versa. Communication now has to behave like a system, not a message. What’s also changed is the idea of “scale.” It’s about building clarity, continuity, and connection. The brands that understand this are the ones that will stay relevant, not just visible. 

Ethane Web Technologies, a trusted name in the world of digital marketing, takes pride in announcing the official launch of the groundbreaking all-in-one site, “PR Companion.” This comprehensive site, launched, features a suite of innovative Public Relations Services designed to help brands build meaningful connections and drive tangible impact in today’s ever-evolving digital landscape. The website is a one-stop destination for all public relations needs, and will offer a detailed look at Ethane Web Technology’s strategic approach to public relations. The site will also integrate traditional media relations with modern digital storytelling to enhance brand visibility. Recognizing that effective PR is about creating a long-lasting impact rather than just making noise, this agency focuses on data-driven strategies to ensure brands define deep and clear messages to achieve measurable results. “We’ve developed PR Companion with a simple yet powerful belief: that every brand has a story to tell, and the right way narrative can spark movements, shape perceptions, and drive positive business results,” said Lalit Sharma, founder and CEO of Ethane Web Technologies and Ranking By SEO. “Our full-fledged website will reflect our strong commitment to offering cutting-edge PR solutions that go beyond traditional methods. We’re not just keeping up with the time. Our site is built for what’s next - AI-driven insights, captivating storytelling, seamless integration across every digital channel, and what not. We’re redefining PR for the future - where data will meet creativity and every brand narrative will be powered by advanced technology”, Mr. Sharma added with a futuristic approach and a mission to reshape today’s PR landscape. Key Features PR Companion Will Offer: Crisis Communication: Offering professional support to navigate and manage sensitive situations to protect their clients’ brand reputation.Digital Storytelling: Leveraging modern digital storytelling to create compelling brand narratives that stand out. Media Relations: Establishing and maintaining meaningful relationships with media outlets and top journalists to secure positive press coverage and showcase their clients’ brands in the best possible light online. Strategic Communication Planning: Developing targeted communication strategies to ensure a brand’s message effectively reaches the right audience. Press Release Distribution: Creating and distributing press releases to highlight brand achievements and make major announcements. With over 15 years of experience and a track record of successfully serving more than thousands of brands, Ethane Web Technologies is set to help brands achieve their PR and branding goals. The multi-functional website will serve as a central hub to offer detailed explanations of modern PR services. Ethane Web Technologies invites potential clients to come explore their comprehensive PR hub and learn how they can elevate their brand presence and successfully achieve their communication goals. We would be delighted if you could cover this exciting development. Should you require any further details or wish to schedule an interview with our founder and CEO, Lalit Sharma, please don’t hesitate to reach out.