Eularie Saldanha has been appointed as Director ?Çô Corporate Communications at Publicis Groupe India, bringing extensive expertise in corporate communications and media. Prior to this role, she was Senior Manager ?Çô Corporate Communications at FCB Kinnect, where she played a key role in shaping communication strategies.Sharing the news on LinkedIn, Eularie reflected on her professional journey, which spans prominent organizations such as The Advertising Standards Council of India and leading media firms.Her multifaceted experience includes Journalism, Feature Writing, News Anchoring, Content Strategy, and Video Production. A postgraduate in Journalism, Broadcast, and Print Media from St Pauls Institute of Communication Education, Eularie?ÇÖs strong academic foundation further underscores her credentials in the communications field.

In an exclusive interaction with Adgully, Valerie Pinto, CEO, Weber Shandwick India, shares her insights on the trends and innovations expected to dominate the PR landscape in 2025. She also discusses Weber Shandwick India?ÇÖs roadmap for the year, as well as the challenges and opportunities anticipated in the upcoming year.Looking ahead to 2025, Pinto says that the PR industry is in for some big changes. According to her, ?Ç£Technology, especially AI, will make things like media monitoring and content creation much easier, which will help campaigns run more smoothly. But what really matters will still be authenticity?Çöbrands will need to tell real, meaningful stories to earn trust. People are going to want more interactive and engaging content, and we?ÇÖll likely see more brands working with micro-influencers to make those genuine connections.?Ç¥Continuing further, Pinto says, ?Ç£Real-time insights will be critical, especially in a crisis, and issues like diversity, sustainability, and privacy will continue to be top priorities. With new platforms like podcasts gaining traction, brands will need to rethink how they handle data with stricter privacy rules in place. PR professionals will have to stay adaptable, keep learning, and be ready to take on new roles in this fast-changing world.?Ç¥Pinto is looking forward to the work that her agency does ?Çô campaigns that blend creativity and innovation, spark conversations, and make a difference. ?Ç£It?ÇÖs also exciting to see how we can continue scaling our purpose-driven work, where we partner with clients to create meaningful impact. And, on a personal note, I can?ÇÖt wait to see how our teams rise to new challenges, bringing fresh ideas and bold thinking to the table,?Ç¥ she adds.While Pinto says that challenges are inevitable, she believes that they often lead to the best opportunities. ?Ç£Talent retention in a dynamic industry like ours will always be a focus, and it?ÇÖs a chance to create a work environment that inspires and empowers,?Ç¥ she adds.On the opportunity front, Pinto says that the potential of regional markets in India excites her, as ?Ç£there?ÇÖs so much depth and diversity waiting to be explored?Ç¥.

APRW Pte Ltd (APRW), a leading integrated communications agency in Singapore, begins 2025 by celebrating notable milestones across innovation, arts, culture, and community engagement. With a diversified client portfolio spanning multiple industries, APRW continues its mission of delivering impactful campaigns while supporting local talent and meaningful causes.Empowering Innovation and EntrepreneurshipAPRW has been re-appointed for the third consecutive time as the communications partner for the 12th Lee Kuan Yew Global Business Plan Competition (LKYGBPC), organized by the SMU Institute of Innovation and Entrepreneurship (IIE). Recognized as one of Asia?ÇÖs largest university-led startup competitions, LKYGBPC empowers youth to create deep-tech solutions addressing critical global challenges.?Ç£We?ÇÖre honored to partner with SMU IIE once again for this flagship event,?Ç¥ said Anu Gupta, Director of APRW. ?Ç£It?ÇÖs inspiring to witness the competition?ÇÖs growth into a globally recognized platform for startups, and we are grateful for our clients?ÇÖ trust in building their brand presence.?Ç¥Promoting Singapore?ÇÖs Creative ArtsAPRW has been appointed the official publicity partner for Baby Hero, a Singapore-Thailand co-produced action-comedy film by Hong Pictures and Hollywood Thailand. Scheduled for a 23 January 2025 release, the film features a talented cast including Singaporean actors Hayley Woo and Ya Hui alongside Thai stars. Baby Hero underscores the cultural exchange and creative collaboration between the two nations.In 2024, APRW also continued its support for Mikkel Myer Lee, a 12-year-old piano prodigy who began his ambitious journey to perform all 32 Beethoven sonatas publicly. Mikkel?ÇÖs December 2024 concert marked the first of his European performances, further cementing his global recognition as a virtuoso talent.Celebrating Culinary HeritageAPRW proudly represents Hakka Yu, Singapore?ÇÖs first overseas Hakka restaurant chain, which opened at Changi Airport on 28 December 2024. By introducing authentic Hakka cuisine, the restaurant celebrates the richness of Hakka culture. In collaboration with the Char Yong (Dabu) Association, APRW highlights the connection between food, heritage, and cultural appreciation.Promoting Singapore?ÇÖs Creative ArtsAPRW has been appointed the official publicity partner for Baby Hero, a Singapore-Thailand co-produced action-comedy film by Hong Pictures and Hollywood Thailand. Scheduled for a 23 January 2025 release, the film features a talented cast including Singaporean actors Hayley Woo and Ya Hui alongside Thai stars. Baby Hero underscores the cultural exchange and creative collaboration between the two nations.In 2024, APRW also continued its support for Mikkel Myer Lee, a 12-year-old piano prodigy who began his ambitious journey to perform all 32 Beethoven sonatas publicly. Mikkel?ÇÖs December 2024 concert marked the first of his European performances, further cementing his global recognition as a virtuoso talent.Celebrating Culinary HeritageAPRW proudly represents Hakka Yu, Singapore?ÇÖs first overseas Hakka restaurant chain, which opened at Changi Airport on 28 December 2024. By introducing authentic Hakka cuisine, the restaurant celebrates the richness of Hakka culture. In collaboration with the Char Yong (Dabu) Association, APRW highlights the connection between food, heritage, and cultural appreciation.

Frido, a pioneer in ergonomic solutions with over a decade of innovation, has joined hands with Kaizzen as its strategic communications partner to reinforce its mission of enhancing everyday quality of life. Known for its research-driven, thoughtfully designed products, Frido continues to lead the way in improving comfort, posture, and mobility, bringing a sense of freedom and ease to households across India. With this collaboration, Frido seeks to strengthen its brand narrative, building on its legacy of groundbreaking innovations and delivering high-quality, affordable products that redefine ergonomic living.  Over the years, Frido has introduced iconic solutions such as the Frido Go, the first self-propelled shower wheelchair; Dual Gel insoles; and the suitcase-folding commode wheelchair. Expanding its portfolio, the brand now offers lifestyle-enhancing products like the Ultimate Mattress, Deep Sleep Pillows, and ergonomic cushions, all designed to help individuals walk, sit, and sleep better. Sharing his vision for the partnership, Ganesh Sonawane, Founder and CEO of Frido, said, "At Frido, our mission is to make daily living effortless through thoughtfully designed products. Partnering with Kaizzen marks an important milestone in reaching our audience more effectively. With their expertise in strategic communication, we aim to showcase how Frido enhances comfort and accessibility for 100M+ Indians.?Ç¥ Kaizzen, a globally recognized and award-winning integrated communications agency, brings over 16 years of expertise in delivering impactful campaigns across public relations, digital marketing, and corporate communication. Renowned for combining local insights with global expertise, Kaizzen?ÇÖs strength lies in its ability to craft and execute seamless, innovative communication strategies on a global scale.On the association, Nikhil Pavithran, Chief Operating Officer at Kaizzen, stated, "Frido's dedication to transforming everyday living through innovation resonates strongly with our philosophy at Kaizzen. We are thrilled to partner with them on this journey, leveraging strategic communication to highlight their impactful solutions. Together, we aim to build a powerful narrative that not only establishes Frido as a leader in ergonomic living but also inspires a future where comfort and accessibility are universal priorities. This partnership underscores our commitment to driving innovation and creating lasting value for brands and their audiences." This partnership stresses Frido?ÇÖs relentless drive to lead the industry in ergonomic solutions while delivering on its promise to make freedom and comfort an integral part of everyday life. Through this collaboration with Kaizzen, Frido aims to inspire a future where innovation, accessibility, and ease of living are accessible to all.

IndiGo has announced the appointment of Rashmi Soni, formerly with PayU, as Vice President ?Çô Corporate Communications (Media & PR). She succeeds C. Leekha in the role.C. Leekha, who served as Vice President ?Çô Corporate Communications (Media & PR), has decided to move on from IndiGo to explore external opportunities. We extend our heartfelt gratitude to Leekha for her valuable contributions over the past six years, including during the challenging Covid period. We wish her continued success in her future endeavors.Pieter Elbers, CEO, IndiGo says, ?Ç£I would like to express my appreciation for Leekha for her work, commitment and dedication on Corporate & Brand Communication past years contributing to the incredible journey of IndiGo.?Ç¥Rashmi joins us from PayU. A Stanford certified project manager, Rashmi has over 28 years of experience working in Leadership roles with multinational technology brands like Adobe, Tata Teleservices, Ericsson, Hughes Software Systems (now Aricent). She has also worked with Vistara, where she worked as the Vice President & Head of Corporate Communication and was part of Vistara?ÇÖs launch team.On joining IndiGo, Rashmi says, ?Ç£My passion and interest in aviation drives me to be part of IndiGo, India?ÇÖs leading and fastest growing airline. I am excited about this incredible opportunity and look forward to contributing to IndiGo?ÇÖs remarkable growth journey.?Ç¥ Pieter Elbers, CEO, IndiGo adds, ?Ç£I warmly welcome Rashmi to the IndiGo family. We look forward to leveraging her rich professional experience to help further take IndiGo into our ambitious next phase of becoming a global aviation player.?Ç¥

The Financial Planning Standards Board of India (FPSB India), the Indian subsidiary of FPSB Ltd., the global standards-setting body for the financial planning profession and owner of the international CERTIFIED FINANCIAL PLANNER (CFP) certification program, has appointed Amisha Sethi as its Senior Vice President- Policy and Communication, effective 3rd January 2025. Amisha is a seasoned global marketing leader with over 22 years of experience, Amisha brings a wealth of expertise in brand building, marketing, partner and customer relations, and strategic communication to FPSB India. Amisha?ÇÖs illustrious career spans multiple industries, including telecom, mobile, technology, aviation, and AI, where she has held pivotal leadership roles. On welcoming Amisha Sethi to FPSB India, Krishan Mishra, CEO, FPSB India, stated: "We are delighted to have Amisha join our team. Her diverse background, visionary approach, and proven expertise in strategic communication will undoubtedly drive impactful initiatives for FPSB India. I am confident that her leadership will enhance our engagement with key stakeholders and further amplify our mission of advancing financial planning education in India."Before joining FPSB India, she was the Vice President of Global Marketing and Customer Relations at Infilect Inc., one of the leaders in image recognition AI. Her previous roles include Vice President of Global Marketing at Locus, Director of Asia-Pacific Brand Marketing at BlackBerry?« Smartphones, Chief Commercial Officer at AirAsia, Marketing Manager at Airtel, and Vice President of Marketing at Frrole Inc., an AI and deep learning start-up. On her appointment, Amisha Sethi stated, ?Ç£I am honored to join FPSB India and contribute to shaping the financial planning landscape in India. This is an exciting opportunity to blend my expertise in communication, advocacy, and strategy with FPSB India?ÇÖs mission to elevate financial literacy and professional standards.?Ç¥ Beyond her professional accomplishments, Amisha is a multifaceted individual, blending her passion for acting, writing, and fitness with remarkable achievements. Amisha is the winner of Mrs. India Worldwide 2021 and is an award-winning actress who has won several words including 14th Dada Saheb Phalke Special Jury Mention Best Actress 2024, Great Message International Best Actress of the Year 2024 and Global India International Best Actress Award 2024 for her performance in the film Mehar, she also starred as the lead actor in an OTT Release short film Dronacharya, and was highly appreciated for her performance.Amisha is also the author of the bestseller 'It Doesn?ÇÖt Hurt To Be Nice?ÇÖ. Additionally, she has been a TEDx speaker, inspiring audiences worldwide to live a multidimensional and balanced life. An executive scholar in Marketing and Sales Management from the Kellogg School of Management, Northwestern University, Amisha also holds a Post Graduate Diploma in Management from Amity Business School and a science degree from Delhi University.

In an insightful interaction with AdGully, Girish Hingorani, Vice President - Marketing & Corporate Communications, Blue Star, sheds light on the trends shaping the air conditioning industry as we head into 2025. With a strong reputation for innovation and customer-centricity, Blue Star continues to lead the way in delivering energy-efficient and advanced cooling solutions that cater to evolving consumer needs.Hingorani delves into emerging trends, highlighting the growing demand for AI-integrated smart ACs and versatile models such as Hot & Cold ACs. He also discusses the shift in consumer buying behavior, with people planning their purchases earlier to ensure availability during peak demand. Alongside the industry?ÇÖs growth drivers, he outlines potential challenges and opportunities for Blue Star in the upcoming year, emphasizing the company?ÇÖs commitment to staying ahead of the curve.Looking ahead to 2025, Hingorani said, ?Ç£We anticipate a continued focus on technological innovation. Emerging trends such as AI-pro features, smart ACs, heavy-duty ACs and Hot & Cold ACs are expected to dominate the market. Consumers are also expected to start planning their AC purchases at the beginning of the summer, rather than waiting for a temperature spike, to avoid the risk of supply shortages. In 2025, we look forward to further strengthening our product offerings and increasing market penetration, particularly with our advanced, energy-efficient, and smart AC models.?Ç¥Speaking about the headwinds that he foresees in 2025, Hingorani said, ?Ç£A late start to summer could delay seasonal demand, impacting sales and overall growth of the industry.?Ç¥On the other hand, he stated that ?Ç£consumers are increasingly favouring high-end, aspirational brands over others, which could boost demand for our premium range of products.?Ç¥

Momita Das has been appointed as the Head of Corporate Communications at Ashirvad, an Aliaxis group company. Before this role, Das served as Senior Manager - Corporate Communications at Titan Company Ltd. for 12 years. A seasoned communications professional with over 16 years of experience, she has worked with leading organizations such as Titan Company Ltd. and TNT India.

Burson Group has been engaged by Gulf Hill & Knowlton to provide communications support for Riyadh Air, the new Saudi Arabian airline. This appointment follows the March 2023 announcement by Crown Prince Mohammed bin Salman of the airline's establishment. Riyadh Air, backed by the Public Investment Fund, aims to become a major player in the aviation industry, challenging the dominance of Emirates in the region.Operating from King Khalid International Airport near Riyadh, the airline will boast a modern fleet of Airbus A321s and Boeing 787-9 Dreamliners. Led by former Etihad Airways CEO Tony Douglas, Riyadh Air plans to launch its inaugural commercial flight this year and establish a network of 100 destinations by 2030.To enhance its global reach, Riyadh Air has signed a codeshare agreement with Delta Air Lines and aligned its customer service and frequent-flier programs with the US carrier.Burson Group's US-based team, led by Marvin Singleton, will provide strategic communications counsel to Riyadh Air.5 Catherine Masri and Briana Herrington will also contribute to the project.

Burson, the global communications leader purpose-built to create value for clients through reputation, today published a global report on Gen Z adults?ÇÖ attitudes toward health, revealing a misunderstood generation eager to take charge of their healthcare.The report, ?Ç£GenZ: Calling for Healthcare Connection and Change,?Ç¥ is based on a global survey of 5,000 Gen Z adults (aged 18-27) across 10 countries and represents the largest global study of its kind by a communications company. The findings were complemented with data found using Decipher Health, Burson?ÇÖs new cognitive artificial intelligence (AI) platform designed to assess believability and virality to optimize communications impact and stakeholder engagement across patient, advocate, healthcare provider, health decision makers and analyst communities. There has been considerable discussion about Gen Z and their preoccupation with mental health. However, the Burson survey identified that emerging from the pandemic, this generation is equally concerned with physical (56%) and mental health (57%) and are prioritizing both mental (59%) and physical (59%) health. ?Ç£Gen Z isn't the future of healthcare ?Çö they're the present, so now is the time to create a meaningful dialogue that can empower them as newly independent health consumers,?Ç¥ said Brenna Terry, Global Healthcare Client Leader, Burson. ?Ç£Our research confirms that there is a considerable opportunity for healthcare companies and communicators to connect with this digitally native, values-driven generation. With our new insights about Gen Z?ÇÖs needs and interest in action, we can build trust, drive collaboration and shape a more satisfying healthcare experience for them.?Ç¥ Additional findings reveal several global trends in Gen Z?ÇÖs healthcare experience: ?Çó Gen Z is taking control of their healthcare despite a frustrating system. They're proactive and hungry for information. In fact, 67% of Gen Z report feeling positively about taking charge of their health but say they face barriers like cost, communication gaps and misinformation. Forty-six percent (46%) of Gen Z say they find it challenging to get enough time and attention from healthcare providers. ?Çó Gen Z values connection and in-person care. Despite being known as the digitally native generation, Gen Z is skeptical of online health information and even tele-health appointments. Eight-in-10 of Gen Z say they?ÇÖve encountered false or misleading health information online and more than 60% say prioritizing in-person visits over virtual ones is important to feeling respected by healthcare providers. ?Çó Gen Z acknowledges a role for healthcare companies in their wellness journey. They?ÇÖre ready and eager to listen to trusted sources of information with proactive and educational communications. Fifty-five percent (55%) of Gen Z say that they believe pharmaceutical companies may be able to meet these needs. ?Ç£As a member of Gen Z, the findings of this report resonated with my experience that my generation not only deserves but wants a seat at the healthcare industry?ÇÖs table,?Ç¥ said Hayley Scandura, Account Executive, Health & Wellness, Burson, a Gen Z member and report leader. ?Ç£Despite commonly held misconceptions that my generation is disengaged from their health experience, I know more time, attention and communication from both healthcare providers and companies may help alleviate the frustrations of my generation and set us up for better health earlier in our lives.?Ç¥ Decipher Health: A Role in Audience Understanding and Communication In addition to the global survey, the report includes believability findings from Decipher Health that analyzed a select set of the survey?ÇÖs findings a^ecting Gen Z audiences. Our AI solution forecasted very high believability scores relative to the survey. For example, the traditional survey found that misinformation is pervasive in Gen Z spaces online, particularly on social media. This had a 92% believability score on Decipher Health, indicating that the simulated Gen Z population agreed with this fact or found it believable. When extended to Millennials and Gen X, Decipher Health revealed equally high scores (91% and 89% respectively), demonstrating that Gen Z has similar concerns to audiences that are regularly addressed by the healthcare industry. ?Ç£With Decipher Health, we were able to complement our traditional research methods to provide additional confidence about our Gen Z insights,?Ç¥ said Vicky Lewko, Global Head, Digital Health, Burson. ?Ç£This new capability gives us a way to e^iciently design communications that resonate with Gen Z audiences and beyond ?Çô taking the guesswork out of content and conducting always-on testing that allows us to go to market faster than ever before.?Ç¥ Decipher Health, a solution created in partnership with AI company Limbik, is an o^er through PR Studio in WPP Open, WPP?ÇÖs intelligent marketing operating system powered by AI. The complete report, including the full methodology and in-depth analysis, is available 

The claim made many years ago holds more relevance today than ever before. The current state of information sharing has evolved into a true, meaningful connection with the other side. This change has fundamentally shifted corporate communication from merely information dissemination to the building of meaningful relationships. What does this mean for corporate communicators? It means that the stories they create, the channels they choose, and the messages they express must be aligned to build real connections. The methods through which organisations communicate have evolved beyond their traditional role as a function as they now represent a strategic foundation that informs perceptions, builds trust, and encourages engagement. What makes this change so crucial is the fact that the process of communication is no longer a one-way declaration. It has been transformed into a fluid discussion constantly fueled by changing media tools, consumers' expectations, and the evergreen need for authenticity. In times of uncertainty, these stories serve as vital guiding forces, leading both organizations and their people toward progress. The Essentials of Current Corporate CommunicationAuthenticity and Purpose: Today's audiences demand transparency. They do not want to simply know what a company offers but what makes it exist. With purpose-driven narratives in high gear, companies are really highlighting their sustainability efforts or diversity initiatives and social responsibilities. Visual and Interactive Content: The increasing number of applications such as Instagram, TikTok, and LinkedIn has led to an era where imagery is more important than words. Short videos, infographics, and effective narrative techniques allow for communication that is concise yet impactful. Personalisation: The mass communication approach is being reversed. Organizations are investing in technologies that allow them to tailor their content to different groups of audiences so that the communications made to them are personal and relevant.Breaking Down the TransformationNew-age media has transformed the way stories are told. Social media is not just a means to visibility but rather a tool for reputation management, engagement, and even crisis response. For instance, companies apply real-time interactions to deal with issues, show accountability, and enhance their public image. Such immediacy on these platforms allows organizations to communicate genuinely, showing both strengths and the willingness to change. Data and information are not decision drivers; emotions are.  When telling stories that touch the values and experiences shared, it is easier to form more meaningful relationships. It's not the consumer-facing brands alone. Even B2B organizations realize that storytelling will help make their complex offerings easier to understand. In this context, an engineering firm might use animated explainer videos to describe problem-solving journeys and make things understandable to non-technical stakeholders. Redefining Corporate Communication for 2025As we move forward into the year 2025, the pace at which communication is transformed will only accelerate. Technology will increasingly drive this shift forward, with artificial intelligence driving highly personalized messaging and augmented reality providing immersive narratives. However, the essence of good communication?Çötrust and authenticity?Çöwill remain timeless. Those who can find an equilibrium between harnessing technology and staying true to their core will be those who lead in this space.  In today?ÇÖs corporate landscape, storytelling has become more than a tool?Çöit's a cornerstone of authentic and impactful communication. The shift from merely informing to fostering meaningful connections represents a profound change in how organizations engage with their stakeholders. This evolution reflects a deeper understanding of the universal human need for trust, shared purpose, and genuine relationships. It can easily be seen that the looming test is that of more than just telling stories but also living them. Authenticity can neither be manufactured, nor forceful engagement induced. Companies that embrace this will raise the bar for corporate storytelling as far as their accomplishments are concerned and the trust and loyalty of the stakeholders they strive to serve. In a world where communication is both art and responsibility, the question that businesses must ask is simple yet profound: Are we just informing, or are we really connecting?

Singapore-based public relations agency SW Strategies has promoted Danial Halim to Regional PR Consultant. Based in Kuala Lumpur, Malaysia, Halim will play a crucial role in expanding the firm's reach across key Southeast Asian markets, spearheading strategic outreach initiatives.This promotion underscores SW Strategies' commitment to regional growth. Over the past year, the agency has significantly expanded its presence throughout Southeast Asia, establishing a strong foothold with full-time employees in major markets including Singapore, Kuala Lumpur, Jakarta, Manila, Bangkok, and Ho Chi Minh City. This strategic expansion, coupled with a growing network of regional experts, positions SW Strategies to effectively serve clients across diverse sectors.Halim brings valuable expertise to this role, contributing to the agency's success in serving clients across a wide spectrum, including technology, property, hospitality, esports, and non-profit organizations.

Omnicom Public Relations Group (OPRG) has appointed Mei Lee as Senior Vice President and Managing Director of its Singapore operations. In this role, Lee will be responsible for overseeing the agency's business growth and client relationships in the dynamic Singapore market.Lee brings a wealth of experience across various sectors, including technology, media, and consumer goods, to her new role. Prior to joining OPRG, she served as a Partner at Boston Consulting Group (BCG) in Singapore, where she advised clients on strategic growth initiatives, digital transformation, and operational efficiency.Before her tenure at BCG, Lee held the position of Senior Vice President, Strategic Marketing at Lazada, a leading e-commerce platform in Southeast Asia. In this role, she played a key role in driving the company's marketing strategy and expanding its market share across the region.Earlier in her career, Lee held senior leadership positions at renowned organizations such as Conde Nast, J.Crew, Omnicom Media Group, and The Walt Disney Company in the United States.Joanne Wong, Asia Pacific President and Senior Partner at FleishmanHillard, which manages OPRG's Singapore operations, welcomed Lee. She will report to Joanne Wong and will be based in Singapore.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Sonali Ramaiya, Founder of Roarrr Media & Public Relations, shares her journey from customer service to founding her own agency. She discusses the most significant challenges she faced as a PR professional transitioning into entrepreneurship and how her role as an educator in PR and marketing has influenced her approach to running Roarrr Media.Ramaiya also delves into how she helps clients leverage personal branding as part of their overall PR strategy and addresses the pressing issue of the talent crunch in the PR industry. She highlights the strategies implemented at Roarrr Media to attract and retain skilled professionals, along with other key insights.Your journey in PR spans over 13 years, transitioning from customer service to founding your own agency. How has your early experience with international clients shaped your approach to positioning global brands?My early experience working with international clients gave me invaluable insights into setting realistic expectations, delivering within short timelines, and managing diverse perspectives. It taught me how global clients perceive the Indian market and helped me realize the unique strengths we possess- offering exceptional service and value at competitive costs. This foundation equipped me to craft globally resonant PR strategies while ensuring authenticity. Today, I leverage this understanding to position brands effectively on a global stage, aligning their narratives with cross-cultural sensibilities.What inspired you to expand into retail with Shilpkaaram Decor? How does your experience in PR and marketing influence the way you?ÇÖve built this brand?Venturing into Shilpkaaram Decor allowed me to channel my curiosity for creating a product-based business. Over the years, we?ÇÖve shaped the stories of numerous brands, and this experience inspired me to use my PR and marketing expertise for my own venture.By leveraging storytelling, influencer engagement, and digital strategies, we?ÇÖre positioning Shilpkaaram as a brand that celebrates Indian craftsmanship while reaching audiences locally and globally. Social media launch campaigns, high-visibility narratives, and a focus on credibility and recall will ensure Shilpkaaram grows as a recognizable and respected name in home d??cor.What are some of the most significant challenges you?ÇÖve faced as a PR professional transitioning into entrepreneurship, and how have you navigated them successfully?Starting Roarrr Media with just three years of experience was a bold leap, but I believed you cannot learn to swim by merely observing at the edge of the pool ?Çô you need to dive in! The first two years were challenging, and moments of doubt arose about returning to a stable job. However, I stayed committed, discovering networking as the strongest tool for client acquisition and relationship building.Initially, I worked with interns to minimize costs, but training them consumed a significant portion of my bandwidth. I later realized the importance of investing in skilled professionals. Today, I?ÇÖm proud to lead a highly efficient team driving success in PR and digital marketing. Networking and perseverance have been instrumental in overcoming hurdles and scaling the agency.As an educator in PR and marketing, how has teaching influenced your approach to running Roarrr Media & Public Relations? Do you find your students' perspectives contribute to fresh ideas?Teaching keeps me constantly updated with the evolving dynamics of PR and marketing. To address student queries, I must stay ahead of trends, which helps me innovate and adapt in my business practices.Engaging with students provides valuable insights into how Gen Z views brands and their unique perspectives on business. Preparing case studies for university courses allowed me to reflect on past strategies, learning what worked and where improvements were needed. This constant exchange of ideas sharpens my expertise and enhances our agency?ÇÖs approach to client strategies.Startups often face resource constraints and high expectations. How do you guide startup clients to set realistic goals while delivering impactful PR strategies?We prioritize setting clear expectations from the beginning, ensuring alignment and transparency. Our approach includes thorough brand orientation and media training to craft a strong narrative. This enables us to confidently pitch stories to the media while ensuring the right messaging is delivered across platforms.By combining impactful storytelling with a strategic digital presence, we maximize results within constrained resources. This focus on authentic, goal-oriented communication fosters long-term relationships and sustainable growth for startups.The PR industry is seeing a growing emphasis on personal branding. How do you help clients leverage personal branding as part of their overall PR strategy?Personal branding is critical in today?ÇÖs landscape as it humanizes businesses and builds trust. At Roarrr, we integrate personal branding into our PR strategies by positioning clients as thought leaders. This involves authored articles, podcasts, influencer collaborations, and unconventional media appearances.By aligning their personal stories with professional objectives, we craft relatable and memorable narratives. With the growing influence of digital platforms, we also leverage influencers to amplify these efforts, ensuring far-reaching visibility and engagement.In your experience, how can PR firms overcome the current talent crunch? What strategies have you implemented at Roarrr Media to attract and retain skilled professionals?Understanding the aspirations and needs of today?ÇÖs workforce is crucial. At Roarrr, we offer flexible work options, including remote roles, and ensure manageable work hours. This has helped us attract talented professionals, also from tier 2 and 3 cities, who can balance personal commitments with professional aspirations.We encourage our team to pursue personal passions outside work, fostering creativity and satisfaction. For instance, one of our employees successfully balances her role while teaching Kathak dance. Regular team bonding activities and a strong work-life balance ?Çô such as a five-day work week ?Çô have created a culture of happiness and collaboration.The pandemic taught us the value of remote work, and it remains a cornerstone of our strategy for retaining skilled talent while fostering growth.

Deepika Abrol has joined ISGEC Heavy Engineering as Associate Vice President, Head of Corporate Communication. In this key leadership role, Deepika will spearhead the development and execution of integrated communication strategies across all channels, including internal, external, and social media, to enhance ISGEC's brand reputation and drive business growth.A seasoned communications professional with over 25 years of experience, Deepika brings a wealth of expertise from leading organizations such as GHCL Limited, GMR Group, Tata Teleservices, and Jindal Steel & Power Limited. At GHCL, she successfully led strategic communication initiatives, including social media and CSR campaigns, that significantly contributed to the company's business objectives.Throughout her career, Deepika has consistently demonstrated a strong ability to build and maintain strong relationships with key stakeholders. This includes the media, investors, employees, and the wider community. She has also developed and executed compelling communication narratives that resonate with target audiences and effectively convey the brand story. She has effectively leveraged digital platforms to enhance brand visibility, engage stakeholders, and drive positive online conversations.Deepika holds a Master?ÇÖs degree in English from Delhi University. Her strategic thinking, combined with her passion for impactful communication, will be invaluable as ISGEC continues its journey of sustainable growth and innovation.

Traveloka, a Southeast Asia-focused online travel agency, has appointed Rachel Lim-Nathan as its new Vice President of Corporate Communications. Lim-Nathan brings a wealth of experience to the role, having previously served as Director of Internal Communications for Emerging Markets at adidas, where she also held the position of Director of Corporate Communications for APAC.Prior to joining adidas in 2021, Lim-Nathan was Director of Corporate Affairs at Levi Strauss & Co., overseeing Asia Pacific, Middle East, and Africa. In this role, she supported executive and internal communications while collaborating with global and regional teams on government affairs, social responsibility, and community outreach.Lim-Nathan's diverse industry experience also includes roles at Dyson, the British High Commission in Singapore, and Republic Polytechnic.On her LinkedIn profile, Lim-Nathan describes herself as a passionate advocate for sustainability, innovation, and inclusivity. She emphasizes her commitment to telling the stories of the people she works with.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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