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, Neera Asthana-Phate, General Manager – Corporate Communications & CRM, Mahanagar Gas Limited (MGL), talks about the brand’s city-centric campaign ‘Mumbai Chalta Hai MGL Par’. She shares insights on the core thought behind the creative approach, the role of AI in shaping storytelling, and how MGL balances functional communication with emotional connect. Asthana-Phate also discusses the importance of hyperlocal engagement, crisis communication principles, and the evolving opportunities and challenges for corporate communications in the energy and utilities sector.Mumbai Chalta Hai MGL Par is a very relatable and city-centric campaign. What was the core thought behind this creative approach?MGL has been in Mumbai for over 30 years, providing piped natural gas and compressed natural gas to the city. Over time, consumer expectations have evolved, and we wanted to be perceived not just as a utility provider but as a brand that enables the lives of Mumbaikars. We are present with them from sunrise to sunset in some form or the other. This campaign emphasizes MGL’s pivotal role in keeping Mumbai running—fueling the unstoppable pace of the city. Our contribution is deeply embedded in people’s daily lives, and through this campaign, we wanted to highlight that connection.The campaign has adopted an AI-led creative route. How did this decision come about, and how do you see AI transforming brand storytelling?AI today touches almost every aspect of our lives, and brand communication is no exception. Our creative agency, MX Advertising, came up with the idea of adopting an AI-led approach. After brainstorming, we decided on something relatable and minimalistic—less cluttered, more data-driven, and strongly connected to the common man of Mumbai. The visuals focus on everyday families rather than glamorous imagery, making it authentic and accessible. For example, the milk that arrives in the morning is transported in CNG tempos, breakfast is cooked on PNG, and school or office commutes run on CNG. MGL is with people throughout their daily journey, and AI helped us bring this message alive in a simple yet impactful way.For a brand like MGL, which operates in a highly functional sector, how do you ensure the communication connects emotionally with consumers?Our communication is rooted in trust and safety. MGL is associated with something as essential as cooking fuel, which naturally builds emotional resonance. Families rely on us 24/7, and that dependability fosters confidence. Beyond homes, our role extends to schools, transport, and businesses—all of which run safely on CNG. By highlighting safety, reliability, and care, we connect emotionally with consumers. Trust is our biggest strength, and it forms the foundation of all our communication.Corporate communications is often about balancing reputation with marketing. How do you align MGL’s brand campaigns with long-term reputation management?Reputation is built not just through campaigns but also through consistent on-ground actions. Over the past 30 years, MGL has earned the trust of its consumers by being reliable, safe, and accessible. Our campaigns, including Mumbai Chalta Hai MGL Par , reinforce this trust by emphasizing our role in people’s lives. In the long run, such initiatives strengthen the bond with consumers and complement the ongoing work we do through PR and ground-level engagement.With media channels diversifying, what is your mix between traditional PR, digital storytelling, and influencer engagement?We adopt a balanced media mix to reach all segments of our diverse audience. Print media remains important, especially for households that rely on newspapers. Radio allows us to connect with people on the move, while outdoor campaigns give us citywide visibility. On digital, instead of relying on influencers, we focus directly on our customers, who are our true ambassadors. Their trust and word-of-mouth endorsement are more powerful than any influencer campaign.In a city like Mumbai, hyperlocal connect is crucial. How do you integrate community-focused storytelling into MGL’s PR strategy?We ensure our communication reaches people in multiple languages—English, Hindi, Marathi, and Gujarati—to reflect Mumbai’s diversity. Our on-ground teams regularly interact with customers, while our website, WhatsApp helpline, call centers, and walk-in offices are all multilingual. Even our bills are issued in different languages. This accessibility ensures that every Mumbaikar feels included and connected with MGL.Crisis communication is always a sensitive area for utility brands. What guiding principles does MGL follow to ensure transparency and trust?Our guiding principle is safety first. In any crisis, we prioritize openness and accessibility, ensuring people can reach us immediately. Our emergency response teams are available around the clock. Transparency, swift action, and being present when customers need us most are the pillars of our crisis communication.What are the biggest PR challenges you foresee for the energy and utilities sector in the coming years?As more players enter the market, customer expectations will continue to rise. Each new generation comes with different needs and outlooks, so evolving communication strategies to meet these expectations will be critical. The challenge will be to remain agile, responsive, and relevant while maintaining trust and consistency.On the flip side, what opportunities excite you the most about the future of corporate communications?Corporate communications has immense opportunities because perception is shaped by what and how you communicate. For MGL, it means reinforcing our strengths—trust, safety, and reliability—while also embracing new storytelling formats. With evolving media and technology, we can reach wider audiences in more personalized ways, making communication a key driver of brand strength.Finally, if you had to share one learning from the Mumbai Chalta Hai MGL Par campaign with fellow communicators, what would it be?The biggest learning is that campaigns don’t always need to be grand or flashy. Grounded, relatable communication that truly resonates with your audience has the strongest impact. Connecting with people on an emotional level—speaking their language and reflecting their everyday realities—creates lasting trust and brand value.

Let's Konstruct, a groundbreaking B2B platform, which aims to redefine the construction materials supply ecosystem, has on-boarded Communication Casa, one of India’s leading PR and communication agency, to build its brand presence and establish a strong market positioning through strategic communications.Let's Konstruct is a market shaper, founded by a group of veterans in the building materials and construction industry. The platform aims to corporatize, catalyse and cleanse the construction sector to bring joy to the process of creation. Let’s Konstruct is shaping an ecosystem of sellers and buyers who wish to do business based on transparency and trust, auguring efficiencies, effectiveness and a seamless collaborative working.Communication Casa will create and implement a detailed communications strategy to raise awareness about Let's Konstruct's innovative platform, thought leadership, and unique value. The agency will use its skills in media relations, content creation, and stakeholder engagement to position Let's Konstruct as an emerging leader in the building material and construction industry.“We are excited to collaborate with Let’s Konstruct as they establish their presence in the market,” said Manauti Walecha, Founder of Communication Casa. “Our team will ensure their innovation and expertise are communicated effectively to the right audiences.”"We are happy to onboard Communication Casa to help us communicate our brand values in the market through effective PR strategy. Their work philosophy and commitment to client impact created a shared approach shaping our collaboration”, said, Gaurav Markanda, CEO & Co-founder, Let’s Konstruct.Communication Casa's commitment to offering high value and setting a standard of unparallel quality is showcased through its spectrum of services that span across sectors, including finance, healthcare, FMCG, F&B, startups, NGOs, technology, entertainment, esports, agriculture, travel and hospitality and real estate. With its strategic approach and bespoke solutions, Communication Casa is well positioned to support Let’s Konstruct in achieving its vision of building a strong brand identity.

Boomerang Collaborations, a dynamic media buying and advertising agency headquartered in Noida, has bagged the Public Relations (PR) and Event mandate for AIIFA SteelEx 2025.As the official PR and Event partner, Boomerang Collaborations will drive media outreach, stakeholder engagement and on-ground activations designed to maximize the event’s reach and ensure powerful industry-wide impact.The prestigious industry event, backed by the Ministry of Steel, will be hosted in Mumbai and is set to be one of the year’s most impactful gatherings for India’s steel sector.Speaking on the milestone, Shrey Goel, CEO of Boomerang Collaborations, said:“We are proud to partner with AIIFA SteelEx 2025, an event that holds immense significance for the steel sector and India’s industrial vision. At Boomerang Collaborations, our focus has always been on delivering creative, impactful campaigns and this mandate gives us the opportunity to further showcase our expertise on a national platform.”Adding his views, Shri Kamal Aggarwal, Secretary General of the AIIFA Sustainable Steel Manufacturers Association (formerly known as the All-India Induction Furnaces Association), said:“Boomerang Collaborations has been a trusted partner for us since Bharat Mandapam 2023, where they delivered an exceptional PR experience. Their professionalism, creativity, and commitment to detail have consistently impressed us, and we are delighted to continue this association for AIIFA SteelEx 2025. We are confident that with their support, this year’s event will achieve greater visibility and impact.”Over the years, Boomerang Collaborations has successfully executed a series of high-profile PR events for brands and organizations across industries.

EVE Power Hungary Ltd. has appointed Dr. Ádám Kovács as Head of Public Relations, effective September 15, 2025. In this role, he will lead the company’s communications efforts, focusing on strengthening relationships with governmental, municipal, and community stakeholders while supporting transparent and sustainable operations.Dr. Kovács brings more than 15 years of experience in public administration and strategic communications. He previously served as Head of the Mayor’s Cabinet at the Municipality of Debrecen, where he was involved in development projects aimed at enhancing the city’s competitiveness, coordinating municipal communications, and engaging with the public.His academic background spans multiple disciplines, including law (LLM in European and international law), economics (MBA), and security policy, supplemented by studies in sustainability and ESG. This diverse expertise positions him to contribute effectively to EVE Power Hungary’s domestic and international objectives.As part of his responsibilities, Dr. Kovács will oversee corporate social responsibility initiatives, manage stakeholder dialogue, and communicate the company’s goals to local and national audiences.

After an intensive jury process, 184 entries have been shortlisted for the 14th edition of SMARTIES India with careful screening and scoring by 100+ screening jury and 50+ jurors to decide the final wins. This year’s shortlist reflects the evolving face of marketing in India, capturing breakthrough work across categories and setting the stage for the country’s most prestigious celebration of marketing effectiveness. MMA India Jury Chair & board member Nikhil Sharma, Managing Director, Perfetti Van Melle India said, “I extend my heartiest congratulations to all winners for setting new benchmarks and reminding us of the power of ideas to drive progress. Today’s marketers continue to inspire - pushing boundaries with creativity, technology, and purpose. As Jury Chair, it was quite a challenge - a good one though - to firstly select the top few from nominations, and then to align with the jury team who themselves felt very strongly about their shortlist of some fabulous campaign entries. This year’s winners have proved that when innovation meets intent, the result is campaigns that not only make an impact but also truly connect with people."This year’s shortlist saw participation from a wide spectrum of India’s most influential marketers, with entries from Hindustan Unilever, PepsiCo, Mondelez, ITC, Nestlé, Coca-Cola, Amazon, Swiggy, Hyundai, Maruti Suzuki, Pernod Ricard, Diageo, Britannia, L’Oréal, Dabur, Federal Bank, Motilal Oswal, Aditya Birla Capital, Kotak Mahindra Bank, Apollo Tyres, Myntra, Hero MotoCorp, CEAT, Dell, Lenovo, and Mastercard, among others. The sheer breadth of industries - spanning FMCG, auto, e-commerce, finance, retail, consumer tech, and beyond - reflects SMARTIES’ position as the country’s definitive platform for marketing effectiveness.Moneka Khurana, Country Head & BOD Member, MMA Global India, said: “As SMARTIES continues to grow in scale and stature, what stood out this year was the diversity of work across categories - from AI-driven creativity to small budget campaigns delivering outsized impact. The jury’s rigor ensures that SMARTIES is not just about rewarding creativity, but about recognising marketing that truly drives business outcomes. The evolution we are witnessing in regional media, challenger brands, and technology-led consumer experiences reflects the resilience and ingenuity of Indian marketers. That is exactly the spirit SMARTIES was designed to celebrate.”The jury represented the full marketing ecosystem, bringing together leaders such as CMOs from Hindustan Unilever, Diageo, Tata Consumer Products, Hyundai, Lenovo, Pernod Ricard, Maruti Suzuki, Kotak Mahindra Bank, Nestlé, Colgate-Palmolive, and Bharti Airtel, along with agency and platform heads from GroupM, Meta, Google, Amazon Ads, Sony LIV, and Wavemaker. This cross-industry representation ensured that every campaign was evaluated through the sharpest, most diverse marketing lens.Jury Chair Virat Khullar, AVP & Vertical Head, Marketing, Hyundai Motor India, said: “As the Jury Chair for SMARTIES 2025 Awards, I am truly impressed by the quality of entries we have reviewed this year. The shortlisted nominees represent the best of marketing excellence - ideas that are bold, creative, and deeply resonate with audiences. These entries are dominating the new age media with usage of the latest marketing tech for impact and efficiency. Being able to recognize such outstanding talent and innovation is a privilege, and I look forward to celebrating their impact on our industry.”This year, Toluna joined as the official Jury Observer, capturing jury perspectives throughout the three-day evaluation. Their insights, drawn from live deliberations, will spotlight emerging trends in effectiveness and provide the industry with a sharper lens on what truly drives impact.Emerging themes of 2025Future Forward Tech: AR, VR, sonic, spatial, NFTs - bold experiments, but only a few translated into measurable impact.Local & Regional Rise: Homegrown brands outpacing globals in growth, with challenger brands disrupting and legacies leading with experience.AI in Marketing: Many attempts, but only a handful balanced creativity with ROI - still early days for true AI effectiveness.Festive & Quick Commerce: Campaigns that tapped into festive peaks and real-time commerce are reshaping consumer journeys.Unpack Quick Commerce in the Festive Season: Take the SurveyThis year also saw a surge in entries across Brand Experience, Real-Time Marketing, Small Budget-Big Impact, Social Media Marketing, Integrated eCommerce Innovation & Live Streaming, and AI-Driven Creative Excellence, reflecting where marketers are doubling down in 2025.Beyond campaign metals, SMARTIES also recognises Industry Awards, which honour the organisations and leading companies shaping the marketing landscape. These accolades celebrate the brands, agencies, publishers, enablers, and marketers setting new benchmarks for innovation, effectiveness, and growth across the ecosystem.From featuring in the WARC 100 - the global index of the world’s most awarded media campaigns - to contributing to RECMA’s global media agency scores, SMARTIES India 2025 connects local brilliance with global credibility.The program also contributes to the SMARTIES Business Impact Index, a global measure of marketing effectiveness, making it one of the only awards where winning directly influences both brand and agency reputation at scale.The shortlist now sets the stage for SMARTIES Unplugged on October 10 in Mumbai - a day-long immersion where industry leaders decode marketing’s future, followed by the SMARTIES Gala, where metals will be unveiled and the best of marketing effectiveness will be celebrated.

Vertoz Limited a global MadTech and CloudTech Platform Company, has bagged the communication mandate for XLRI – Xavier School of Management, Jamshedpur, one of India’s most respected B-schools. The year-long partnership will see Vertoz lead XLRI’s communication strategy across content, PR and digital platforms. What began as a one-time digital media management engagement has now matured into a long-term strategic partnership, a milestone that reaffirms Vertoz’s growing role in the education sector.This development highlights and reaffirms the strength of Vertoz’s intelligent MadTech solutions and its ability to deliver consistent, data-driven outcomes that go beyond campaign cycles. More importantly, it reflects the deep trust XLRI places in Vertoz as a long-term partner in shaping its digital growth story.Speaking on the occasion, Hiren Shah, Chairman & MD of Vertoz, said:“This partnership is more than a contract - it is a new relationship built on trust and the power of meaningful communication and impact. As I have said earlier, education is the foundation of tomorrow, and when an institution like XLRI chooses to collaborate with us, it validates our belief that institutions don’t need more media; they need smarter media. We are humbled and proud to walk this journey together.”For Vertoz, this year-long mandate is a continuation of its momentum in the education sector, following its marquee win with XLRI Jamshedpur.Commenting on this milestone, Ashish Singh, Public Relations (PR) & Branding Officer, XLRI Jamshedpur said, “At XLRI, we believe that a world-class institution deserves world-class storytelling. With Vertoz as our PR and Branding partner, we are confident of amplifying XLRI’s legacy of excellence with the innovation, agility and impact that today’s communication landscape demands.”The renewed engagement will focus on strengthening the institute’s digital footprint, enhancing student outreach across India, and leveraging Vertoz’s proprietary technology stack to deliver impact-driven results.Through this partnership, Vertoz aims to build a strong communication framework for XLRI that goes beyond conventional communication, focusing on authentic storytelling, industry dialogues, and narratives that highlight XLRI’s contribution to shaping leadership in India and globally.

Christian Dior has appointed Peter Utz as Head of Global PR for its men’s and women’s collections. In this role, he will oversee global communications and celebrity relations, reporting to Olivier Bialobos, Head of Communications and Brand Image.Utz brings over two decades of experience in the luxury sector across Europe and the United States. He began his career in 2002 with Christian Dior Couture in retail sales, before moving to Prada in 2008, where he worked until 2012. He later joined Saint Laurent as Head of VIP Relations, before relocating to Los Angeles in 2016 as Head of Brand Marketing at concept store Maxfield.In 2018, Utz joined Celine as Head of Couture and Corporate Events, where he managed strategic client relationships and international events. His return to Dior marks a continuation of his longstanding association with leading luxury houses under the LVMH group.Alongside this appointment, Dior has also strengthened its design department by naming Michela Kalb as Head of Haute Couture, Women’s, and Men’s divisions.

Pinnacle Candid Communication has announced the appointment of eminent career coach, author, and strategic mentor Abhishake De Sarkar as its new Business Head for India, the Middle East, and the UK.Welcoming him to the leadership team, Sayantan Das Adhikari, Founder-Director of Candid Communication, India-UK said, “We are pleased to have Abhishake De Sarkar lead our operations across the Middle East besides India, and UK. Having extensively established our presence in India and UK, we are excited about this new association where Abhishake’s vast experience and his ability to shape businesses will add new dimensions to our global vision and growth strategy.”Established in 2003, Candid Communication (India & UK) has a legacy of 22 years of operations in India. Having achieved this milestone, it has become the only PR agency from Eastern India being endorsed by the Department of International Trade, Government of UK to start its business in the country. The company has a fully functional office in London, where its Founder Director is currently based.Commenting on the appointment, Abhishake De Sarkar said, “It is a privilege to join the largest PR Agencies of East at a time when the demand for integrated strategies in communication, education, and creativity is greater than ever. My focus will be on building bridges between markets, exploring opportunities, and creating meaningful impact across regions.”At the helm of the Advent Group – which owns Advent Synergy and Advent Actor Studio, Abhishake De Sarkar has established himself as a distinguished Career Coach, Author, and Strategic Mentor with more than 22 years of experience. He is widely recognized for seamlessly combining education, business, and creativity, earning a reputation as a visionary leader in the industry.

Authored by: Rohit Khatua, 'Integrated Marketing & Communication Leader'India’s consumer behaviour is changing faster than ever before. With 806 million internet users, rapid digital adoption in urban and semi-urban markets is changing the way that Indians discover, evaluate and buy products. For marketers & advertisers it is critical to understand and leverage these dynamic paradigm shifts, for their businesses in 2025 and beyond. So, what are the key factors that now increasingly define how consumers discover brands, consider them and finally choose to make their purchases?Social Media Takes Center Stage in Brand DiscoveryTraditional advertising channels viz. TV, print, & out-of-home (OOH) are no longer the primary avenues for brand discovery. 58% of consumers report discovering new businesses and products via social media, outperforming traditional search avenues. Today’s consumers, especially the youth, discover brands via social media, e-commerce through short-form videos and user generated content (UGC). Platforms like Instagram, YouTube Shorts etc have become the modern-day marketplace, where engaging content and viral trends drive curiosity and interest.For advertisers this is a paradigm shift. Campaigns, once based around high-cost cinema and TV, are now shifting to digital-first storytelling. Snackable and shareable creative content, optimized for platforms are absolutely essential for brands who don’t want to risk losing visibility.Influencer Credibility Outshines Traditional AdvertisingConsumer trust is also undergoing a notable shift. Gen Z and millennials in today's marketplace don’t rely on mass advertising as a decision influencer as much. In fact, 70% of millennials prefer product recommendations from their favorite influencers and 87% of Gen Z respondents said they’d be willing to buy products based on influencer endorsements. Social influencers and digital creators facilitate consideration and purchases far more than before. Trust is quite subjective. For instance, younger consumers look for validation in the digital world but senior consumers depend on endorsements from like-minded community members. As a result, advertisers will prefer a multi-faceted strategy to take advantage of influencer partnerships for younger audiences, and maintain credibility and recommendations from older audiences.Vernacular Content and Local Narratives Gain GroundIndia’s digital expansion is rather regionally nuanced. Over 60% of influencer content is now featuring vernacular languages beyond English and Hindi mirroring consumption patterns. Whether a Youtube ad, Instagram reel in Tamil, or Hindi-focused influencer campaign, the regional authenticity hits hardest compared to a one-language-fits-all approach.Localized and regional content improves engagement and highlights respect for culture and sensitivity to context, which in turn creates deeper emotional connections. Rise of Affordable Luxury Among Young ConsumersYoung consumers harbour a desire for aspirational brands, balanced with affordability. They are looking for products and experiences that feel premium yet manageable, driving what’s called “affordable luxury”. Whether it is skincare, electronics, fashion or dining, consumers are more willing to spend on a product that elevates their lifestyle while remaining financially feasible.For advertisers, this duality means carefully crafted pricing combined with clear articulation of product value propositions.Purpose-Driven Branding Becomes a Core ExpectationPurchasing choices are not just transactions anymore. This generation of consumers are gravitate towards brands whose values extend beyond the pursuit of profits and not at the expense of the planet or society. Whether that be sustainable packaging or inclusive advertising, or perhaps ethically sourced products, greater brand loyalty lies with brands that are driven by "meaningful purpose". With 2/3rd consumers preferring socially responsible brands, over 50% of corporate brands today are committed to various impact causes.Today's campaigns will need to integrate social and environmental awareness into the brand's core narrative and demonstrate it to the audience.Seamless Omnichannel Journeys Redefine Experiences73% of shoppers display omnichannel movement before the purchase. The contemporary Indian consumer does not distinguish between online and offline experiences; they are effortlessly sliding between both. Most consumers surf product reviews over the internet, take a glance at ratings, compare offers, and buy offline. there are some consumers who scout for stores offline and make a full online sale. Such omnichannel activity requires seamless integration between channels.For marketers and brands, it implies that design for customer experience needs to be integrated prompt availability, abundant information, consistent pricing, preference-based recommendations, and after-sales service. Tier-2 and Tier-3 Markets: The New Growth FrontiersIn the first phase of post-liberalization growth, metros have driven consumer behavior and adoption trends. Lately, over 60 percent of e?commerce transactions now originate from Tier 2 and Tier 3 cities, signalling a retail shift beyond metros. There is a growing appetite for branded products, digital payments, and global experiences thanks to increasing internet and social media penetration and rising disposable incomes. As a result, advertisers will need to refocus on geographic thinking and strategies. Metro-focused campaigns might not work for smaller towns, and brands need to realize regional elements, price sensitivity, and cultural values. The Attention Economy Shift: Snackable and Interactive FormatsIn India, video commerce is currently estimated at $0.3-0.5 billion GMV in 2024, but as digital adoption deepens and consumer behavior evolves, it is set to grow ten-fold to $3.5-5 billion by 2029. With the advent of social media, ecommerce and OTT platforms, attention spans are shrinking.  Consequently, short-form videos, popular memes in converged media and live commerce are gaining prominence as consumed content. New mediums like interactive polls, augmented-reality filters, gamified advertising and immersive experiences are no longer solely for entertainment but also present engagement (and purchase) opportunities. Brands that can adjust quickly to this environment will see a larger disruption from the general advertising clutter.Conclusion: Identify, Embrace and Leverage the New Consumer ParadigmsBrands that transition quickly by making meaningful narratives, by engaging influencers, developing local content for customers, and developing consistent omnichannel journeys, will be best set for longer-term success. The future belongs to marketers who comprehend the non-linear, non-predictable and non-uniform ways in which consumers are acquired and retained.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Deepak Kumar Saxena, IAS officer of the 2010 batch, has assumed charge as Commissioner, Public Relations, Madhya Pradesh. Following his appointment, he paid a courtesy visit to Chief Minister Dr. Mohan Yadav at Samatva Bhavan.Saxena has over a decade of administrative experience across various assignments in the state. He has managed district administration and held key departmental postings, with a career focused on transparency, communication, and governance.As Commissioner, Public Relations, he will oversee the state’s publicity, media outreach, and information dissemination. The role involves aligning government communication strategies with citizen needs, raising awareness of public welfare schemes, and strengthening the connect between the government and the public.His appointment adds experienced leadership to the Public Relations Department, with responsibilities directed toward enhancing the effectiveness of Madhya Pradesh’s communication framework.

Stagwell has announced the appointment of Meredith Aronson as Vice President, Corporate Affairs. In her new role, Aronson will contribute to the expansion of the firm’s Corporate Affairs practice, with responsibilities spanning reputation management, integrated marketing and communications, research, and stakeholder engagement.Aronson brings over 14 years of experience across corporate, nonprofit, and government sectors. She previously held senior leadership roles at JPMorganChase, where she led brand, product, and purpose-driven marketing initiatives. Earlier in her career, she served in the Obama administration, working on initiatives under the U.S. Department of Health and Human Services, including Michelle Obama’s Let’s Move! campaign.At Stagwell, Aronson will focus on developing integrated communications and reputation strategies for clients across industries, while also contributing to the network’s thought leadership on reputation and the evolving media landscape.

Michael Frohlich, former EMEA chief executive of Weber Shandwick, has assumed an expanded role at WPP as Chief Marketing and Corporate Affairs Officer. He was appointed in August as WPP’s Director of Communications and Corporate Affairs, succeeding Chris Wade, and his remit has now been broadened to include marketing.The newly created role combines the responsibilities of outgoing communications and corporate affairs director Chris Wade and former chief marketing officer Laurent Ezekiel. Ezekiel has since returned to WPP as global chief executive of Ogilvy after a brief departure to Publicis.Frohlich’s expanded remit reflects WPP’s integration of its marketing, communications, and corporate affairs functions, aiming to align efforts across these areas.This appointment also marks Frohlich’s return to WPP following four years at Interpublic Group, where he served as EMEA CEO of Weber Shandwick. Before that, he was CEO of Ogilvy U.K. and held senior roles across Ogilvy PR in the U.K. and EMEA. During his earlier tenure at WPP, he also acted as client leader for IAG and British Airways.His appointment comes during a broader restructuring period at WPP. Earlier this year, the company rebranded its media arm from GroupM to WPP Media and reorganized its U.K. leadership structure, introducing new president roles and additional strategy and investment functions.

Ford Motor Company has appointed David Tovar as Executive Director of Corporate Communications. He will report to Chief Communications Officer Mark Truby and succeeds TR Reid, who retired last year.Tovar previously served as Senior Vice President of Communications and Government Relations at Grubhub. His career also includes senior roles at Walmart, Sprint, and McDonald’s in corporate communications and relations.In his new role at Ford, Tovar will oversee communications for the company’s finance, government affairs, community relations, and Ford Credit operations. His responsibilities include managing corporate relations and shaping Ford’s narrative for policymakers, financial media, and investors.He will lead a team that includes Cathie Hargett, Director of Corporate and CEO Communications; Gabby Bruno, Community Relations Director; Karen Hampton, Ford Credit Communications Director; Anderson Chan, International Communications Manager and China Industry Analyst; Dan Barbossa, New Media and Experiences Manager; Ian Thibodeau and Richard Binhammer, Corporate Communications Managers; and Robyn Jackson, Government Affairs Communications Manager.This appointment follows Ford’s recent creation of the role of Head of Creative and Content for Global Communications, held by Ian Cohen, which focuses on internal and external storytelling, creative services, content, and newsroom operations.

MiQ, the global programmatic media partner, announced a major expansion of its India leadership team through a mix of key elevations and new strategic appointments. This leadership strengthening comes as a part of MiQ’s major commitment to India as a priority market, following the recent announcement of MiQ Sigma, the company’s new AI-powered platform designed to revolutionise media buying.The key elevations within the India leadership include:?    Sachi Gurudanti - Director of Product?    Abhishek Goyal - Director of Solutions?    Ajendranath Munduri - Director of Trading?    Vineet Badde - Chief of StaffThe team also welcomes two new appointments in key roles:?    Anusha Modi - Director of Account Management?    Namrata Aswani - Director of Marketing & PRTogether, this new leadership team will play a critical role in building MiQ’s future growth trajectory in India and cementing it as a global innovation hub for the company.Varun Mohan, Chief Commercial Officer India, MiQ said, “MiQ is a people-first organisation, and we’re very excited to assemble our leadership team for our future growth. India is a priority growth market for MiQ, and we trust our new leadership team to represent the long term commitment we are making in the country’s programmatic ecosystem. With the upcoming launch of the revolutionary MiQ Sigma in the Indian market, alongside our other upcoming innovations, I’m certain our enhanced leadership team will drive strong client impact across the programmatic market in India.”Sachi Gurudanti, Director of Product, MiQ makes the move to her new role from her previous position as Director of Solutions in Canada completing over six years at MiQ. Commenting on her experience, she said, “Having spearheaded Canada’s TV Intelligence (TVi) rollout, I’m thrilled to help tailor tech for India as one of the world’s fastest-growing markets for programmatic and CTV innovation.”Abhishek Goyal, Director of Solutions, MiQ brings over 10 years of programmatic advertising experience to the role, with over 2 years building solutions for the US market. “Our go-to-market edge lies in tailoring products for our clients and their specific requirements in every region. MiQ is committed to building innovative and tech-agnostic offerings alongside deepening our data partnerships to deliver focused outcomes for our clients in India,” he said.Ajendranath Munduri, Director of Trading, MiQ has been elevated from Trader Manager and has been with MiQ since 2022. “We’re bringing unmatched capability, efficiency and value to every interaction within the Indian market and giving our clients a roadmap to navigating the adapting programmatic ecosystem - which is a core part of why they trust MiQ,” he said.Vineet Badde, Chief of Staff, MiQ has been a key part of the organisation since 2023 and is an alumnus of IIM Indore and NIT Calicut. “I’m pleased to be taking on the new role of Chief of Staff as we look to strengthen our operational efficiency in India to drive strong growth and results,” he shared.Anusha Modi, Director of Account Management, MiQ said, “At MiQ, the future of programmatic is being redefined every day. I’m thrilled to be part of this journey and to lead with a focus on innovation, excellence, and meaningful results for our clients and partners.” Prior to joining MiQ, she most recently managed Revenue Strategy & Planning at MX Player.Namrata Aswani, Director of Marketing & PR, MiQ said, “I’m elated to be a part of the MiQ family. Since its launch in India, MiQ has been on a strong upward trajectory, and I look forward to spotlighting many accomplishments on this journey while driving meaningful narratives and messaging that support our growth plans for the market.” She joins MiQ with over 17 years of experience in the PR & Communications industry, and previously served as Director of Public Relations at Gozoop Group.This strengthened leadership team marks the next phase of MiQ’s growth in India, underscoring the company’s focus on people, innovation and future-ready solutions. As MiQ remains at the forefront of the rapidly developing programmatic market in the country, it is committed to investing in India as a launchpad for innovation and building long term client success in the sector.

Lesley Francis Public Relations (LFPR) has appointed Genelle Williams as its new account manager. In her role, Williams will contribute to client-facing teams, oversee projects, draft media releases and articles, foster relationships with local media, and secure coverage of client stories and features. She will also support email marketing programs, social media management, and the organization of client events.Based in the Savannah area for more than a decade, Williams brings extensive communications and journalism experience. She previously worked as a government beat reporter for the Jasper County Sun Times and served as editor of SunSations community magazine. Most recently, she was senior communication specialist at Sun City Hilton Head Community Association. She also serves as vice president of the Society of Professional Journalists Georgia.Williams’s background includes experience as a page in the South Carolina Senate, contributing writing for the Simpsonville Sentinel, and an internship at the Anderson Independent Mail.LFPR continues to expand its services in line with evolving industry needs, offering expertise in public relations, reputation and crisis management, media relations, copywriting, branding, event management, advertising, digital marketing, and social media. The agency also provides services in website development, graphic design, and digital design.

The Public Relations Consultants Association of India (PRCAI) hosted the second edition of PRana 2025: The India RISE Story on September 10, 2025 at the Taj Palace, New Delhi. The idea and story convention brought together more than 20 eminent speakers, over 200 C-Suite leaders, communicators and storytellers to deliberate on how India’s Reputation, powered by Innovation, Sustainability and Entrepreneurship (RISE), will accelerate its journey to Viksit Bharat.Smt. Smriti Irani, Former Cabinet minister, unveiled the PRCAI Survey Report, ‘India’s Place in the New World Order’, developed in collaboration with Astrum Advisory. The study captured the views of 123 CEOs across six cities, finding that 84% of CEOs believe India’s best days lie ahead, and 89% are confident in India’s growth story. The report highlights reputation as the most valuable currency for India’s economic progress and global leadership. The findings showed that Chief Executive Officers see climate readiness, geopolitical positioning, digital innovation and human capital as India’s biggest levers for global leadership, while also recognizing communication and reputation management as essential tools in translating progress into global influence. The study further revealed:· 93% feel that government has been effective in enabling India’s global rise· 92% believe India’s global positioning is strong· 89% are confident in India’s growth story· 54% believe India is using strategic communications to shape its global image very effectivelyThe findings underscored that India, under the Prime Minister’s leadership, is advancing strategically. At the same time, CEOs cautioned that policy unpredictability, AI-related risks, and perception gaps around civic and environmental issues could undermine global confidence if not addressed.In a wide-ranging dialogue, Smt. Smriti Irani, Former Cabinet Minister said, “Reputation in public life is tested not by speeches or photo opportunities but by delivery. It is when a child reaches school well-nourished, when a woman finds safety and economic independence, when a family sees fairness in governance. These are the moments that earn trust, and it is this trust that ultimately defines India’s credibility to the world.”Smt. Irani positioned women as central to India’s reputation-building, highlighting how their leadership across politics, business, and culture reinforces values of resilience, ambition, and inclusivity. In doing so, she added, “Issues like sanitation, menstrual health, and women’s safety were once taboo. Addressing them openly, through governance and leadership, is what truly reshapes reputation. Women are not just participants in India’s rise; they are central to building its credibility.”She also reflected on India’s evolving identity by noting: “Brand India is in a moment of evolution. Brands don’t die because they don’t succeed, they die because they don’t evolve.”Defining India’s RISE StoryPRana 2025 was designed around four dialogues — Entrepreneurship, Innovation, Reputation and Sustainability delivered through high-impact formats: 300Wise Leader speeches, powerful fireside chats, and multi-dimensional panels. The discussions included entrepreneurs challenging the obsession with valuations, asking instead how India can build companies that are trusted as much as they are valued. Policymakers made the case that India’s credibility will not come from announcements but from predictable and transparent delivery.PRana 2025 also marked a special milestone with PRCAI unveiling its 25-years logo, highlighting the association’s role in shaping the Indian PR industry into a strategic partner in nation building narrative. As India steps onto the global stage with greater confidence, PRana 2025 made one message clear: reputation is not a soft measure, it is the hard currency of credibility. The choices we make in boardrooms, in policy, and in civic life and stories we tell will decide whether that trust endures for the next 25 years and beyond.During the PRCAI 25-years logo unveil, Kunal Kishore, President, PRCAI said,  “PRana 2025 and the launch of our Brand India Reputation Report demonstrate the power of leadership in shaping narratives. Reputation today is not just communication, it is strategy — it determines trust in boardrooms, credibility in markets, and influence on the world stage. At PRCAI, we see it as our responsibility to build platforms like PRana that help leaders, entrepreneurs, and policymakers recognize reputation as the capital that drives India’s rise”.“Communications is no longer a channel that only carries messages, it is a force that shapes influence and trust. With India marching towards Viksit Bharat, we are entering a new era of ‘Reputation Capital’ that will drive brand value and national impact in the years to come, much like financial capital drives economies. We are bringing that shift to light at the PRana platform converging India’s icons, key voices and reputation architects,” said Deeptie Sethi, CEO, PRCAI.PRana 2025 featured over 20 eminent voices from diverse spheres of influence. The prominent speaker line-up included Smt. Smriti Irani, Former Cabinet Minister, Shri Jayant Sinha, Former Union Minister of State for Finance and Civil Aviation & President, Eversource Capital and several reputation drivers and achievers including Manish Sabharwal, Co-Founder & Chairman, TeamLease Services; Suresh Khadakbhavi, CEO, DigiYatra Foundation; Naina Lal Kidwai, Chair, Rothschild India & India Sanitation Coalition; Gaurav Gupta, Creative Director of Gaurav Gupta Studio; Vaishali Nigam Sinha, Co-Founder, ReNew & President, UN Global Impact Network India; Suresh Narayanan, Former Chairman & Managing Director, Nestle India Limited; Aditya Ghosh, Co-Founder, Akasa Air, Founder of Homage Advisers; Chetna Gala Sinha, Founder, Mann Deshi Foundation; Vikram Chandra, Founder of Editorji Technologies; Amish Devgan, Managing Editor, News18 Hindi; Aabha Bakaya, Founder & CEO, Ladies Who Lead; Nandini Bhalla, Editor-in-Chief of The Word Magazine; J. Sai Deepak, Senior Advocate, Delhi High Court; Rajeev Masand, COO, Dharma Cornerstone Agency & Leading Film Critic; Shri Pushyamitra Bhargav, Mayor, Indore, and Anvitaa Dutt, Filmmaker, Screenwriter & Director; and India Climber & Reliance Foundation Athlete, Kaamya Karthikeyan.

Sony Pictures Networks India (SPNI) has appointed Gaurav Laghate as its new Head of PR and Corporate Communications, effective September 2025. In this role, he will lead the Company’s communications strategy, with a focus on enhancing SPNI’s corporate reputation and stakeholder engagement across businesses. He will report directly to Gaurav Banerjee, MD & CEO, SPNI.With over 17-years of experience in journalism, Gaurav has a proven track record of shaping high-impact narratives and will bring a wealth of industry insight and strategic direction to SPNI. Prior to his appointment, he was Senior Editor and Head of the Consumer Bureau at Mint, where he extensively covered the media and entertainment sector spanning linear and OTT platforms along with covering regulatory affairs and the advertising sector. With his deep understanding of the industry, Gaurav is well positioned to shape the narrative for the Company in a fast-evolving media landscape. During his journalism career, Gaurav built a strong network across the media ecosystem and earned respect for his analytical accuracy and storytelling. His appointment reinforces SPNI’s commitment in driving authentic storytelling and stakeholder trust as the Company enters its next phase of growth in the industry.Gaurav Banerjee, Managing Director & CEO of Sony Pictures Networks India “Gaurav’s deep domain knowledge and strategic perspective make him a valuable addition to our leadership team. His transition from a journalist to a communications leader will bring a unique perspective on how we shape our narrative and engage with multiple stakeholders. We are excited to have him onboard as we aim to strengthen our position as a leading content powerhouse.”

Authored by: Ankita Juneja, Country Head - India, RedhillThe Matrix Moment for PR in IndiaIf there is one uncomfortable truth that the PR industry has lived with for decades, it is this: we don’t have our own matrix. At a time when every other marketing function can throw up a dashboard with conversion rates, leads generated, or impressions delivered, PR often walks into the boardroom with stories, relationships, and reputation narratives—things that are invaluable, yet notoriously hard to quantify.For a long time, this imbalance didn’t matter much. Reputation was considered intangible, and executives trusted PR teams to handle it with intuition and expertise. But the ground has shifted. As marketing has become almost entirely data-led, decision makers are asking sharper questions of PR: What did this story achieve? How did this campaign help sales? How is brand sentiment shifting in measurable ways? Without credible answers, PR risks becoming a peripheral function, rather than a strategic partner.Why the lack of metrics is negatively impacting PRIn India especially, where marketing budgets are being reallocated heavily towards digital, PR often struggles to defend its share. Digital marketing shows ROI in numbers that travel straight to the CFO’s spreadsheet. Meanwhile, PR reports sometimes still rely on clippings books or inflated reach figures. This disparity doesn’t just undermine the industry; it risks sidelining PR professionals in the conversations that matter most—those happening at the CXO table.What many of us underestimate is the long-term consequence of this gap. Without matrix, PR is left out of strategic decision-making. Without matrix, younger professionals don’t see a clear way to prove their impact and, in some cases, even understand the impact of their work themselves. Without matrix, we risk being seen as “nice-to-have” rather than “must-have.”Changing how we workSolving this is not just about adopting better tools. It demands a fundamental shift in how we work. Traditionally, PR agencies have presented clippings, tonality, and volume of coverage as the final output. But today, that is just the starting point.To make our work truly measurable, agencies and in-house communication teams need to work far more closely with marketing and digital teams. For example, if a major story appears in a Tier-1 publication, do we also track the spike in website visits during that period? If a thought leader is profiled on LinkedIn, do we measure whether their follower count, profile views, or inbound requests increase as a result? If a press announcement trends on social, do we connect it to referral traffic or new leads generated?These are not insights an agency can capture in isolation. They require collaboration between PR, corporate communications, marketing, and sometimes even sales teams. Clients, too, need to come to the table with clarity on what business outcomes matter most—whether it’s investor confidence, talent attraction, lead generation, or policy influence. Only then can we build a measurement framework that is not generic, but genuinely reflective of a brand’s priorities. This also means investing into tools that can do the required data crunching and insight sharing which is currently in a chicken and egg situation loop – corporates not wanting to spend on efforts which are primarily “earned” but that’s the shift we collectively need to be able to plan, execute and reinforce insights driven communications. Building India’s own measurement grammarThe good news is that Indian tools are evolving rapidly. Platforms like Wizikey or Kanalytics allow brands to go beyond coverage numbers and track sentiment shifts, competitive benchmarks, and real influence across languages and geographies. When paired with Google Analytics, CRM dashboards, and LinkedIn analytics, these tools allow us to tell a fuller story—one that connects coverage to brand momentum.But measurement cannot be one-size-fits-all. A consumer brand chasing festive sales will need a very different matrix from a B2B tech firm seeking credibility with CIOs, or a startup preparing for fundraising. This is where the role of PR professionals changes: from delivering clippings to consultants co-creating metrics with clients.From storytellers to story-sellersThe future of PR in India lies in marrying storytelling with accountability. We cannot abandon the relationship-building, credibility, and context-setting that make PR unique. But we can no longer afford to be vague about impact either. Our role must evolve into being storytellers who also sell the story internally—with numbers, evidence, and insight.The Barcelona Principles, now in their third iteration, give us a global north star: measure outcomes, not just outputs. But in India, where cultural nuance and media diversity are so high, we need to adapt these principles thoughtfully. It’s not about proving that PR can be digital—it’s about proving that PR can be decisive.A collective responsibilityUltimately, measurement is not the agency’s job alone. It is a collective responsibility. Agencies, corporate communications teams, marketing departments, and clients must all align on what success looks like and how it will be tracked. If one side is still operating in silos—reporting clippings without context, or refusing to share marketing data—the chain breaks. The only way forward is to build a more collaborative ecosystem where everyone participates in defining and measuring impact.The call to action and the time is nowThis is PR’s “matrix moment.” If we continue to treat measurement as an afterthought, we risk irrelevance. But if we embrace it as an integral part of strategy, we gain not just a seat at the table but a voice that shapes the agenda. PR has always been about influence. The challenge now is to influence with clarity—and with proof. Numbers don’t replace narratives; they reinforce them. The sooner we as an industry learn to combine both, the stronger and more future-ready we will be.DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In conversation with Adgully, Anubhav Singh, Founder of Bridgers, shares his perspectives on how AI is becoming a “silent partner” in PR, the growing power of micro-influencers, why startups must invest in communications early, and how creativity continues to remain central even in a tech-driven landscape.The PR industry is embracing AI like never before. How is Bridgers PR integrating AI into reputation management strategies without losing the human touch?The advent of Artificial Intelligence (AI) is driving a welcome transformation in the Indian Public Relations space . While initially feared, I think AI is turning out to be our silent partner rather than a competitor. Today, a majority of PR Agencies in India are exercising AI Tools to amplify their time management systems and diversify their energy towards more strategic client requirements.At Bridgers, we treat AI tools as our 12th man. It enables the team to comply with daily research & other mundane tasks that usually consume a lot of time. Apart from this, we actively seek AI support for gathering strategic insights that facilitates us in curating tailor-made integrated campaigns for our clients. The usage of AI can also be witnessed in planning Influencer Campaigns and for managing Crisis Communications with real time data insights.With media consumption diversifying, how do you decide the right balance between traditional PR, digital outreach, and influencer-driven campaigns?Well, the short answer to this is that we mix the ingredients according to the client's requirements. In general, the boundaries between traditional and digital PR communications are blurring. Today, the best campaigns are a right mix of traditional PR marrying the digital approach, with a hint of Influencer-driven activities to provide the initiative a holistic approach.Stating this, every business does not require the amalgamation of all three activities at once. The PR plan is curated according to the goals that one needs to achieve from the engagement, and the activities are then clubbed to establish the brands' narratives with strategic precision. Micro-influencers and niche communities are proving more impactful than mass outreach. How do you identify and engage with them effectively?It has been witnessed of late that micro-influencers and small town-based communities are driving more traction for brands when compared to a national-level influencer. The reason might be the strong hold of these content curators on a limited audience group and the personal connection that they have managed to establish.In our case, shortlisting influencers for a campaign depends upon a variety of factors. The objective of the engagement is first laid out along with a reference budget to create a roadmap for the campaign. In the next stage, we extensively deploy AI tools for shortlisting relevant influencers from a sea of content creators that are aligned with our brand's vision and audience preferences. A debriefing session is then held with the selected influencers to bring them in line with the campaign requirements. The AI matrix is then further exercised to drive personalised content for the target audience groups and to map the effectiveness of the overall campaign.Many startups hesitate to invest in PR early on. Why do you believe founders should prioritise strategic communications from day one?Educating early-stage Founders about the importance of PR will always remain a bigger hustle than driving PR activities for them.We are staying in a socially integrated world today where narratives are built and moulded through online channels. In times where information and data are available in abundance, the presence of a robust and credible voice becomes the need of the hour for a brand, and this is where PR pitches in.Today, Startup Communications is not restricted to brands that have raised funds but is extended to even early-stage startups that want to carve a niche for themselves in the industry. Founders who initiate PR activities from an early stage will always hold an advantage over their peers and competitors. A robust communication strategy will not only enhance the storytelling of the brand in front of key stakeholders like investors, government officials, industry partners, etc but will also bring forth the spokesperson in the limelight, which can further open new channels for business and growth opportunities. In layman's terms, it's always better if the media is telling your story rather than yourself.In your experience, what are the most common PR mistakes startups make, and how can they avoid them?The most common drawback that we have witnessed among startup founders is that they lack patience. They usually intermix PR with social media activities and expect real-time business conversions and overnight success. PR is rather a game of chess, which requires utmost patience and strategic moves through and through. PR is also a game of honesty where business and other strategic data points are involved, and when muddled with, it can not only lead to discredibility of the brand but can also amount to a crisis like scenario. It's always in the best interest of the brand to maintain transparency with their PR team with regard to its business numbers and other strategic data points. Another common problem that we have witnessed with startup founders is about determining the effectiveness of the PR campaign. It doesn't matter how well you have performed; there is always something missing. The startup founders need to understand that the media is earned and not governed, as these platforms will treat our campaigns or press releases based on their relevancy and not requests. As the startups grow, so will the media penetration and the magnitude of the campaign.Beyond getting press coverage, what key metrics and indicators do you use to evaluate campaign success?Garnering top tier media stories will always remain one of the strongest indicators for evaluating the success of a campaign. To go with it, we also have media monitoring softwares that measures the impact of generated media stories by calculating their reach, audience demography, and click through rates. Apart from media stories, we also look at other holistic indicators like social media engagement (shares, comments, etc), website engagement, user interactions via influencer activities, and overall ROI generated on the money spent. If the larger objective is met, the campaign is put to an end, and if there are unfulfilled objectives, alterations are done in live campaigns to meet the desired goal.Founder-led storytelling often adds credibility. How do you integrate a founder’s personal brand into overall PR strategy?Presently, the personal branding of a founder is taking centre stage. It's always beneficial if the story of the brand is rooted via the storytelling of the founder. This not only enhances credibility but also helps in building a stronger connection with the target audience. Founder-led storytelling imparts a human touch as the audiences can relate with their personalities, expertise, and hurdles faced during their journey.  Integrating personal branding into a running PR strategy requires a clear vision on the nature and tonality of the alignment and how it will go simultaneously with the larger brand narrative. Once this is clarified, the next big step is identifying key story angles that can be converted into compelling story ideas to resonate with the target audience groups. Post this step, there should be a strategic selection of media and other communication & marketing channels, through which the integration would be carried out. An effective personal branding strategy is driven by authenticity and is always inclined towards the larger goal.How does your approach to PR evolve as a brand moves from the startup phase to scaling nationally or globally?During the initial stage when a startup is operating within a concise region, the objectives of PR communications are very different when compared to their expansion nationally or globally. In the early stages, PR is exercised to create awareness and drive credibility for the brand and its founder. In other terms, PR is used as a brand building tool. Later, when the brand has expanded operations across multiple Indian states or across multiple countries, the objective of PR also escalates to the next level. Now, the primary objective has shifted from brand building to reputation management and engaging multiple stakeholders through well-diversified PR strategies.With the growth of the brand, their media narratives also expand and we now have to take into account the brand's long-term sustenance & expansion plan along with the developments and trends shaping within the industry. Diverse PR strategies are then curated to drive strategic communications across multiple markets within the country or globally.Technology is changing PR delivery, but creativity remains central. How do you ensure your campaigns stay innovative and relevant?I am a firm believer that nothing can surpass the human mind. All these technological innovations are driven by us, and we are the ones who can best optimize them to bring a difference in our day-to-day activities.Curating innovative and relevant campaigns for clients is no different. While on one hand we should seek technological help to map trends, competitors, etc or garner data-driven insights, we must exercise our intelligence and creativity to optimize those data points for curating a compelling campaign on the other hand. The media landscape is continuously evolving and what seems relevant today might fade-off in the future. Hence, staying abreast with industry trends and aligning them with the clients’ requirements are of the utmost necessity today. Yes, we have a robust technological support system presently, however, nothing can overgrow continuous self-adaptation and development with regard to the industry needs.If you had to predict one major shift in the PR industry over the next five years, what would it be and why?To predict what lies ahead in the next 5 years for the PR Industry, we must comprehend the biggest development that we have witnessed in the recent years; which is inclusivity. Today, PR is not limited to print media stories; there is much more to it. The amalgamation of digital PR, influencer & social media-driven activities, along with the advent of new-age communication channels like podcasts etc has opened up limitless possibilities, opening up newer ways to drive a PR campaign or a brand narrative.I assume this inclusivity will grow even thicker in the next five years, and we will see much more compelling brand campaigns and narratives driven in the most unusual ways possible. The PR industry is also embracing the rapid development of AI, and in the next five years, I see AI playing an even bigger role in PR offices — managing core operations and complex tasks.

On the occasion of its 14th Foundation Day, PR Professionals (PRP), a leading integrated communications firm and the flagship of the PRP Group, launched IOwnGurugram, a community-led civic responsibility campaign aimed at inspiring citizens, corporates, and communities to take proactive ownership of the city’s well-being. While Gurugram, known as the Millennium City, is celebrated for its modern growth, it has also been grappling with several infrastructure and urban challenges. The campaign calls on citizens to take ownership wherever possible and work alongside authorities and the government to address these issues.To mark the beginning of IOwnGurugram, over 100 PRP employees at its HQ, Gurugram, rolled up their sleeves to tackle on-ground civic issues around their office vicinity in Gurugram. They began by filling dangerous potholes on MG Road in front of their office hazards that posed safety risks, caused traffic congestion, and damaged vehicles. Additionally, they cleaned the areas and pavements around the Guru Dronacharya Metro Station. The team, led by PRP Group’s Founder Sarvesh Tiwari, CEO Sanjay Gupta, and Executive Director Rahul Kashyap, collected approximately one ton of garbage from the streets. Residents and passersby also joined the movement, extending their support and appreciation. This symbolic yet impactful start perfectly embodied the movement’s core philosophy: act instead of complain. Beyond cleaning and pothole-filling, PRP team members led an awareness drive, engaging with auto drivers and small food stall owners to encourage them to keep their surroundings clean. The campaign’s driving slogan is: “Hum Sudhrenge, Jag Sudhrega” (“If we improve ourselves, the world will improve”).Speaking about the initiative, Sarvesh Tiwari, Founder & Managing Director, PR Professionals, shared, “Gurugram is not just where we work; it is our home. And just as we care for our homes, we must also care for our city. On PRP’s 14th Foundation Day with #IOwnGurugram, we aim to transition from being passive observers to active problem solvers. This city’s challenges are ours to address, and it’s high time we take ownership of them. Through this initiative, we want to stand shoulder-to-shoulder with fellow citizens, local authorities, and the government to make Gurugram a cleaner, safer, and better place to live.”Beyond its excellence in communications, PR Professionals has a strong commitment to social welfare. During the COVID-19 pandemic, the company supported marginalized communities by providing food and rations to around 500 stranded migrant laborers and advocated for hundreds of Indians stranded in Japan, ensuring their concerns reached the government. It also adopted 135 children who lost their parents during the pandemic, funding their education until their eldest family member becomes financially independent. Founded in 2011 by Sarvesh Tiwari, a seasoned communication expert with over two decades of experience in the media, government, and corporate sectors, PR Professionals is the flagship of PRP Group. Tiwari currently serves as Chairman of the Public Relations Society of Delhi (PRSD). The firm offers end-to-end branding and customized public relations solutions that help businesses become market leaders. From its humble beginnings, PRP has grown to 12 offices in India and six overseas, with a 250+ member team united by Tiwari’s passion for excellence and commitment to social responsibility.

Sankarshan Thakur, one of India’s leading political journalists and the editor of Kolkata’s The Telegraph, has passed away at the age of 63. Known for his insightful analysis of Indian politics, Thakur authored three notable books on Bihar’s political landscape, including Making of Laloo Yadav, The Unmaking of Bihar, and Single Man: The Life and Times of Nitish Kumar of Bihar, as well as The Brothers Bihari. Throughout his career, he earned widespread recognition for his nuanced reporting and deep understanding of political dynamics, leaving a lasting impact on journalism in India.

After an extraordinary 10-year journey, Humsa Dhir, Senior Vice President and Head of Corporate Communications at Sony Pictures Networks India (SPNI), has announced her decision to move on from the organisation. Since joining SPNI in 2015, Humsa has been the driving force behind the network’s corporate narrative, reputation management, and strategic communications across its broadcast, digital, and sports businesses. Her tenure has been defined by thoughtful leadership, adept crisis management, and a consistent commitment to excellence.Beyond communications, Humsa has chaired SPNI’s Anti-Sexual Harassment Committee for two terms, led social media governance, and championed initiatives like the award-winning Go-Beyond Podcast, celebrated for its innovation in corporate storytelling. Her experience spans media, energy, manufacturing, and automotive sectors, having advised CXOs and boards across Asia, Europe, and the Middle East on trust, change management, and long-term value creation.Manu Wadhwa, CHRO, SPNI: “Humsa has been an exceptional custodian of SPNI’s reputation and values. Her ability to craft compelling narratives, build meaningful stakeholder engagement, and lead with integrity has left a lasting imprint on the organisation. We will truly miss her insight, her partnership, and the calm confidence she always brought to the table. On behalf of SPNI, we wish her the very best in her next chapter.”Humsa Dhir, SVP & Head of PR & Corporate Communications, SPNI: “Over the past decade, I’ve had the privilege of building and leading a communications function that shaped how the company was perceived, understood, and trusted. The role called for equal measure of strategy and sensitivity, offering me immense opportunities to grow as a professional and as a person. As I close this chapter, I do so with deep gratitude and a clear sense of readiness to take this experience into new environments, embrace broader mandates, and continue driving impact through purposeful storytelling and reputation leadership.” Everyone at Sony wishes Humsa continued success as she embarks on her next journey.

Primus Partners, a leading management consulting firm, today announced the appointment of Sunita Mohanty as Managing Director in its Public Policy vertical. In this role, she will work closely with governments, regulators, and global institutions to help shape policies that drive sustainable growth and citizen impact. With more than two decades of experience at the intersection of technology, governance, and public service, Ms. Mohanty has dedicated her career to building safer digital ecosystems and strengthening India’s global economic engagement. At Invest India, she most recently led India’s presence at the World Economic Forum 2025 in Davos, opening doors for new investment opportunities and strategic partnerships. Earlier, at Google, she was instrumental in building India’s Trust & Safety operations, pioneering initiatives around user protection, child safety, and election integrity.Commenting on the appointment, Nilaya Varma, Co-Founder & CEO, Primus Partners, said:"We are excited to welcome Sunita to the Primus leadership team. Her unique experience at the crossroads of technology, governance and public policy will add immense value as we expand our work with governments and institutions. With her joining us, we are confident of deepening our impact and creating innovative solutions for some of the most pressing policy challenges." Sunita Mohanty said:"I am truly delighted to join Primus Partners. The firm’s vision of shaping impactful public policy resonates deeply with my own journey, and I look forward to working with the team to co-create solutions that matter. It’s an exciting new chapter, and I can’t wait to get started."Her appointment reflects Primus Partners’ commitment to nurturing leadership that combines policy expertise with a deep understanding of people, technology, and the evolving role of governance in everyday lives.

Swiggy has inducted Neha Singhvi into the leadership team as Vice President – Public Affairs, Communications & ESG. Neha brings over 21 years of experience spanning advocacy, public policy, communications, corporate reputation, and social impact leadership. In her previous role at Games24x7, she headed Public Affairs, Communications, and CSR, driving impact across reputation management, crisis strategies, stakeholder engagement, and data-driven advocacy campaigns. Her past positions include Chief Operating Officer at PR Pundit, Deputy Managing Director at Zeno Group, and senior roles at Weber Shandwick, where she built integrated communication strategies and led high-impact campaigns across diverse sectors.At Swiggy, both the PR Communications and Sustainability teams will report directly to her, positioning her to drive cohesive messaging and ESG leadership across the organization.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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