The 5th edition of IMAGEXX Summit 2025 wrapped up with the IMAGEXX Awards 2025. In its fifth year, IMAGEXX Awards has come to be recognized for honouring PR campaigns and strategies that showcase exceptional strategic insight, creativity, and measurable outcomes, with entries evaluated by a respected panel of industry experts. The Awards celebrate excellence across agency and in-house teams in strategic disciplines and industry sectors. At IMAGEXX Awards 2025, Adfactors PR was adjudged PR Agency of the Year. Burson Genesis was PR Agency of the Year (Adgully Choice), while Kaizzen was PR Agency of the Year (Jury Choice). Media Mantra was declared Independent PR Agency of the Year. The Regional PR Agency of the Year award went to Fuzion Public Relations Pvt Ltd. Candour Communications won the award for Specialist Consultancy/Firm of the Year ?Çô Technology. Teamwork Communications Group took home the award for Specialist Consultancy/ Firm of the Year ?Çô Healthcare. ??Deepak Jolly, Founder and Director, Consocia Advisory, was conferred with the Lifetime Achievement Award for his outstanding contribution to the Public Relations industry. Recognized as an industry leader in Policy Advocacy, Crisis Management, Reputation Management, Stakeholder Engagement, Sustainability and Marketing programs, Jolly?ÇÖs career spans four decades, wherein he shaped narratives at iconic companies like Hindustan Unilever, PepsiCo, Airtel, and Coca-Cola India, and more. 

In an era where a social media post can spiral into a PR nightmare, crisis communication has become a core brand function?Çönot a contingency plan. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, hosted by Adgully and The PR Post, industry leaders gathered for a compelling panel discussion on ?Ç£Crisis Communication in the Digital Era: Strategies for Protecting Reputation in a Changing Media Scene?Ç¥, moderated by strategic communications expert Anup Sharma. Representing sectors as varied as food tech, fintech, insurance, mobility, gaming, and travel, the speakers brought hard-won lessons and real-time crisis experiences to the table. Together, they painted a clear picture: Reputation today isn?ÇÖt built in campaigns?Çöit?ÇÖs tested in crises. The esteemed panelists included: Akanksha Jain, AVP-PR and Communications, SwiggyAmrit Anand, Head - Corporate Communications, ZupeeManika Mittal, Group Head - Communication and Public Relations, Balancehero IndiaNikhil Bharadwaj, Vice President & Head ?Çô Corporate Communications, Bajaj Allianz General InsuranceRuna Ahlawat, Head Communications, JSW MG Motor IndiaCommencing the discussion, Anup Sharma framed the conversation with a powerful insight: ?Ç£You don?ÇÖt prepare for crisis?Çöyou live it. In today?ÇÖs digital-first world, crisis isn?ÇÖt an ?Çÿif,?ÇÖ it?ÇÖs a ?Çÿwhen?ÇÖ.?Ç¥ He called for a shift in mindset?Çöfrom reactive damage control to proactive preparedness. MG Motor India: Purpose Over PRRuna Ahlawat, Head of Communications at JSW MG Motor India, spoke about the challenges of managing brand perception during the early days of the COVID-19 pandemic, especially being a brand with Chinese roots. ?Ç£Instead of reacting to noise, we led with empathy. Within 24 hours, we launched ?ÇÿSEVA?ÇÖ?Çödelivering oxygen concentrators and essential supplies to communities in need.?Ç¥ MG?ÇÖs value-driven approach proved that authentic action speaks louder than defensive statements. Zupee: Redefining Perception Through PreparednessOnline gaming often walks a tightrope with public opinion. Amrit Anand, Head of Corporate Communications at Zupee, shared how their team built a crisis framework grounded in education and foresight. ?Ç£Our biggest learning? You can have all the right policies in place, but if you?ÇÖre not communicating your intent, perception becomes the crisis.?Ç¥ Zupee developed stakeholder-specific playbooks, built media relationships, and focused on long-term reputation over short-term reaction. Balancehero India: Transparency in FintechIn the fast-evolving fintech space, Manika Mittal, Group Head of Communications & PR at Balancehero India, emphasized the need for transparent communication?Çöespecially during regulatory or technical disruptions. ?Ç£People don?ÇÖt expect perfection. They expect honesty. Even a delayed response can feel like betrayal in a space as sensitive as money.?Ç¥ Balancehero?ÇÖs three-tier strategy?Çöawareness, influence, and impact?Çöplaces trust at its core. Bajaj Allianz: Owning the NarrativeInsurance is often viewed through a lens of scepticism. Nikhil Bharadwaj, VP & Head of Corporate Communications at Bajaj Allianz General Insurance, spoke about reshaping that narrative with radical honesty. ?Ç£We don?ÇÖt run from criticism. We respond, explain, and educate. That?ÇÖs how trust is rebuilt?Çöone clarified claim at a time.?Ç¥ His advice: silence is not a strategy. Clarity and consistency are. Swiggy: Putting People FirstAkanksha Jain, AVP - PR and Communications at Swiggy, reminded the audience that food is personal. ?Ç£One missed delivery can ruin a special occasion,?Ç¥ she said. ?Ç£It?ÇÖs not just about refunds?Çöit?ÇÖs about being human in how we respond.?Ç¥ She also highlighted initiatives like Swiggy Wiggy, which showcases the stories of delivery partners, adding heart to brand narrative even in difficult moments. 

?Ç£Quick commerce is not just fast, it?ÇÖs the future,?Ç¥ said Nischay Madnani, Founder & CEO of Shryoan Cosmetics, in a compelling keynote at the IMAGEXX Summit 2025 held in Delhi. Addressing a packed room of industry professionals and fellow entrepreneurs, Madnani shared his brand?ÇÖs journey and laid out a bold vision for how rapid delivery and digital-first strategies are transforming the Indian beauty landscape. Standing at the Intersection of Speed and BeautyTaking the stage with candor, Madnani acknowledged the novelty of being on ?Ç£this side of the podium?Ç¥ for the first time. But any nervousness was quickly replaced by insight as he dove into the key theme of his talk ?Çô ?ÇÿQuick Commerce (QCommerce) ?Çô which he described as ?Ç£ultrafast, impulse-led shopping that delivers gratification in under 30 minutes?Ç¥. ?Ç£From Blinkit to Zepto, it?ÇÖs no longer just food or essentials. You can now buy your favourite lipstick in the time it takes to brew a cup of tea,?Ç¥ he said, eliciting murmurs of agreement from the crowd. Shryoan?ÇÖs Evolution: From Offline to 30-Minute DeliveryFounded in 2019 just before the pandemic, Shryoan began as an offline-first cosmetics brand. But the COVID era pivot to digital platforms gave it a renewed direction. ?Ç£We were forced to go digital, and that changed everything. Today, we?ÇÖre present across every ecommerce and Quick Commerce platform,?Ç¥ he shared. Madnani cited one unlikely product as a case study: ?Ç£We are among the top three sellers of sindoor in India, traditionally an offline-dominated product, because of our online push.?Ç¥ The Psychology of Impulse and the Power of PlatformsMadnani explained that QCommerce thrives on impulse-driven behaviour, particularly among urban consumers. ?Ç£It?ÇÖs 9 pm, you realize you?ÇÖre out of kajal before a party, and 15 minutes later it?ÇÖs at your door. That?ÇÖs the kind of shift we?ÇÖre talking about.?Ç¥ He revealed that 65% of beauty buyers in India now prefer online platforms, a figure driven by convenience, smartphone adoption, UPI-based payments, and influencer marketing. ?Ç£Earlier, it was word of mouth. Now it?ÇÖs word of WhatsApp. Share a link, and the lipstick is yours in minutes.?Ç¥ Tier 2, Tier 3and Total Market PenetrationThe most exciting opportunity, according to Madnani, lies in QCommerce?ÇÖs expansion into Tier 2 and Tier 3 cities. Platforms like Zepto are opening dark stores across India, offering brands like Shryoan new reach. ?Ç£Reordering, trial products, and even urgent restocks can now happen in 10 minutes. That?ÇÖs not just convenienceit?ÇÖs a business advantage.?Ç¥ Virtual Try-Ons and AI-Powered PersonalizationMadnani also addressed the evolving role of AI in beauty retail. ?Ç£If a customer can virtually try on lipstick shades using AI, matched to her skin tone ?Çô that?ÇÖs personalization at its best. It reduces friction, drives conversions, and builds brand loyalty.?Ç¥ AI also aids visibility and placement of SKUs on Quick Commerce apps. ?Ç£In beauty, visibility drives sales. You don?ÇÖt buy a lipstick until you see the colour. Now, you can see it virtually, on your own face, before you even click ?ÇÿAdd to Cart?ÇÖ.?Ç¥ Live Shopping, Short Videos, and WhatsApp: The New Checkout LaneMadnani highlighted the emergence of live shopping formats, WhatsApp marketing, and shortform video content as key drivers of QCommerce success. ?Ç£The simplified checkout process, the storytelling through influencersit all builds towards a frictionless, satisfying experience,?Ç¥ he said. Conclusion: Speed Meets SoulIn his closing remarks, Madnani emphasized that Quick Commerce is more than a trend, it?ÇÖs a shift in consumer psychology. ?Ç£It?ÇÖs not just about speed. It?ÇÖs about fulfilling needs when they arise. About being visible, available, and relevant in real time.?Ç¥ His final words left an impression: ?Ç£The gratification that consumers get in 15 minutes is the loyalty that will last for years. And for brands who want to stay competitive, this is the moment to embrace it.?Ç¥ 

?Ç£AI will take away some jobs,?Ç¥ said Zakka Jacob, Managing Editor of CNN News18, in his characteristic no-nonsense manner while delivering a powerful keynote address on ?ÇÿUse of AI in the News Media: Will It Take Away Jobs??ÇÖ He was speaking at the 5th edition of IMAGEXX Summit and Awards 2025, being held in Delhi today. Rejecting hyperbole while delivering hard truths, Jacob urged the industry to brace for an imminent, revolutionary shift. A Disruption in Our LifetimeJacob began with a light-hearted anecdote: despite calculating a one hour 20?minute drive from Noida to the venue, slowed down by typical airport traffic, he had made it in just an hour. ?Ç£Maybe they were using AI to figure out traffic in Delhi. Maybe my driver was fiddling around with ChatGPT,?Ç¥ he quipped, drawing smiles and nods from the crowd. Bringing the tone of urgency, he cautioned: ?Ç£We are at a phenomenal crossroads. The change that is going to come with the advent of artificial intelligence is nothing short of perhaps the severest disruption that we have seen in the communication industry in the last 20, 30, 40 years.?Ç¥ Jacob drew parallels to the transformative impact of print going digital, the advent of 24/7 television, and the explosion of YouTube and Instagram. But AI, he insisted, is history?ÇÖs most consequential shift yet. ?Ç£And maybe I?ÇÖm hyping up AI. Maybe you?ÇÖre worried whether AI will take your job. And let?ÇÖs be honest about it?Ǫ Yes, AI will take some jobs, no doubt about it.?Ç¥ The AI Wave Is Real ?Çö And Already HereJacob emphasized AI?ÇÖs ripple beyond the media: ?Ç£It?ÇÖs going to change any and every industry where there are repetitive tasks, assembly line jobs, where there is collation of large amounts of data.?Ç¥ He reminded the audience how generative AI models are now reaching artificial general intelligence, offering surprising logic: ?Ç£These large language models are beginning to think and rationalize like human beings do. They are asking questions... giving answers in a logical sequential way.?Ç¥ He argued that the repercussions aren?ÇÖt limited to commerce alone. ?Ç£This is probably going to disrupt our lives. People are talking about having AI dating partners... AI as your shrink, your psychologist.?Ç¥ He pointed out how tech giants are racing to deliver AI companions: Comet from Perplexity, OpenAI?ÇÖs AI-driven browser, and Google?ÇÖs Gemini 2.5. Major platforms are already shifting their incentive structures to favour original content over ?Ç£AI?repurposed?Ç¥ work. ?Ç£The algorithm is disincentivizing that,?Ç¥ he noted.At the same time, he asserted that amid this landscape, ?Ç£the value of human intelligence is also going to be prioritized?Ç¥. ?Ç£Prompt engineering is going to be a big focus area going forward... like what data analysts were 10 years ago. They?ÇÖre going to be the new frontier,?Ç¥ he conjectured. Jobs on the Chopping Block ?Çö And Those That Will RisePausing to address the looming threat, Jacob warned: ?Ç£Yes, AI will take away some jobs, particularly if you?ÇÖre in repetitive jobs.?Ç¥ He cited examples: sound mixers ?Ç£whose only job is to move the fader up and down?Ç¥; video editors simply matching images to scripts; anchors reading teleprompters. ?Ç£That?ÇÖs not very hard for an AI clone to replicate.?Ç¥ But he drew a firm line: ?Ç£If you are somebody who adds value, or gives perspective to a story which only you can give, then AI can?ÇÖt replace that?Ǫ AI cannot take away the soul and feel and empathy.?Ç¥ Recounting why he entered journalism decades ago, he reminded attendees: ?Ç£Inherent curiosity?Ǫ about this unfair world. Inherent empathy?Ǫ machine learning can never get you empathy. It can never get you soul or feel.?Ç¥ Realities in Action: Documentaries & AI in the NewsroomJacob described two major projects made possible by AI: Operation SINDOOR: 88 Hours That Changed India With limited access to visuals, they used AI to recreate conversations in the Cabinet Committee on Security and Pakistani military discussions. ?Ç£We generated images?Ǫ labelled it as such. We said this is AI-generated.?Ç¥ It struck a chord: the documentary went on to be the highest?rated English news show that week. Air India 171 Crash CoverageUsing the DGCA?ÇÖs preliminary cockpit data, they recreated in-cockpit sequences via AI. ?Ç£From feedback I?ÇÖve got, people have received that well. We wouldn?ÇÖt have been able to do that otherwise.?Ç¥ He noted how traditional sketch artists?Çöwho once painstakingly recreated sensitive scenes?Çöare now being replaced. This, he said, is ?Ç£level 0.1?Ç¥ of what AI can achieve. Other applications include AI?generated visuals for the tragic Gurugram case, wherein a promising young tennis player was shot dead by her own father, and the use of tools like 11labs to replicate broadcast?quality voiceovers. ?Ç£Voice-over artists, will they be running out of a job in a few years from now??Ç¥ he asked rhetorically. The Human-Driven Future of AI-Powered WorkLooking ahead, Jacob named several emerging roles essential to an AI-augmented media industry: AI content editors who verify authenticity in real time; ethics and bias auditors who judge algorithmic output; data visualisers and AI video editors; and ?Ç£AI trainers?Ç¥?Çöprofessionals who teach large language models how to ask better, more nuanced questions. He cited a session by AI educator Vaibhav Sisinty, highlighting how even prompt engineering can become automated?Çöbut still needs human oversight. ?Ç£Human intelligence will not be replaced by AI,?Ç¥ Jacob stated emphatically, but to leverage AI fully, ?Ç£you need that little reservoir of knowledge?Ǫ only then can you leverage [AI] 5x, 10x, 20x.?Ç¥ This, he compared to securing a mortgage: you need both the asset and the capacity to repay. AI, he suggested, offers extraordinary leverage?Çöbut demands human maturity and skill. Final Message: Adapt or FadeDrawing from his own experience across decades of media evolution?Çöfrom print to digital?ÇöJacob closed with clarity and resoluteness. ?Ç£I lived through the COVID era when a lot of people stopped subscribing to newspapers?Ǫ it?ÇÖs got back to 80%... plus another clean slate 100x growth through online publishing.?Ç¥ But he reminded professionals that AI cannot replicate core human traits. ?Ç£Artificial intelligence cannot feel, it cannot empathize, it cannot bring soul.?Ç¥ And while AI can visualize, ?Ç£it cannot empathize.?Ç¥ To thrive, he urged, individuals and organizations must ?Ç£upskill, reskill, adapt?Ǫ treat AI like it?ÇÖs your intern, your secretary, your butler?Çötrain the language model to do your work better than you can do your work.?Ç¥ His closing lines carried the weight of both caution and opportunity: ?Ç£I asked ChatGPT for a closing quote. It said, ?ÇÿLet your headlines shape the world, but let your heart shape the headlines.?ÇÖ I said, no?Çöthat?ÇÖs not good enough. Then it said, ?ÇÿAI will not replace us, but those who use AI will replace us.?ÇÖ So, I leave it at that.?Ç¥ 

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In today?ÇÖs complex and fast-moving communication landscape, the role of corporate communicators continues to expand?Çöbridging leadership intent, stakeholder trust, and brand reputation. Vidya Mohan, Chief - Corporate Communications and Head of the Innovation Centres at KPMG in India, brings over two decades of experience navigating this evolving space. Her work reflects a thoughtful approach that blends strategy with empathy?Çöwhether it?ÇÖs aligning internal messaging during change, engaging with emerging technologies like generative AI, or strengthening reputation in a highly regulated industry. Mohan?ÇÖs perspective is shaped by real-world challenges, grounded leadership, and a clear understanding of what it takes to build credibility over time. In this PR Conversation with Adgully, Vidya Mohan shares her insights on the shifting expectations from communication leaders, her principles for navigating crisis and change, and why purpose and authenticity remain central to impactful storytelling. You?ÇÖve had a rich career across diverse communication roles. What personal values or leadership principles that have consistently guided you through these transitions? Empathy, integrity, and curiosity have been my compass. In communications, what you say matters?Çöbut how you make people feel matters more. My guiding principles have been authenticity and empathy because people connect with trustworthiness and consistency, not just polish. And I believe in staying curious?Çöthis is what keeps you evolving with the changing landscape. In a highly regulated and reputation-sensitive industry like professional services, what are the core pillars of a robust PR strategy that truly builds and protects brand trust? Clarity, credibility, consistency, and compliance. In our sector, the margin for error is narrow. Every piece of communication must be backed by facts, aligned with firm values, and tailored to stakeholder expectations. You don?ÇÖt just build reputation?Çöyou earn it over time, especially during challenging moments. How has KPMG India?ÇÖs communication approach evolved in recent years to meet rising expectations around transparency, ESG commitments, and purpose-driven narratives? Today?ÇÖs stakeholders expect more than messages?Çöthey expect meaning. Our communications are deeply interwoven with our ESG agenda and core values. Whether it?ÇÖs our innovation efforts in sustainability, or our people-first stories, our focus is on transformational storytelling and not transactional?Çöamplifying impact, not just activity. With over two decades in corporate communications, how do you approach crisis management today?Çöespecially in a world where reputational risks can escalate within minutes? Speed is critical, but so is substance. I believe in scenario planning and psychological readiness?Çönot just media responses. Our approach is proactive listening, quick cross-functional alignment, and a calm, human-centred response. Could you share a specific instance of a communications challenge or crisis you navigated?Çöand how it shaped your approach to proactive reputation management? One example was during a regulatory change that affected the broader industry. The external noise was high, and speculation rampant. We chose not to react impulsively. Instead, we took a moment to engage internally, align facts, and lead with a grounded response. That experience reinforced for me that silence is not weakness?Çöit?ÇÖs strategy when used with intent and timing. AI is transforming the media and communication landscape. How do you see generative AI tools impacting PR strategy, media monitoring, and stakeholder engagement? We?ÇÖre at the intersection of experimentation and caution. GenAI offers great promise?Çöfrom rapid content generation and translation to predictive media analysis. But it also demands a sharp human lens to ensure tone, context, and judgment. At KPMG, we?ÇÖre piloting tools in safe environments?Çöbalancing innovation with responsibility. What?ÇÖs your framework for aligning external and internal communications?Çöespecially during moments of change, crisis, or regulatory shifts? We mostly try to align leadership messaging, frontline understanding, and public articulation?Çöall anchored to our core values. Internal buy-in precedes external outreach. Communication doesn?ÇÖt start at the press release or press statement; it starts with listening to your people and listening to the unsaid. As a communications leader, how do you balance authenticity, discretion, and speed in high-pressure situations while preserving the integrity of your brand?ÇÖs voice? By trusting the process and knowing when to pause. In pressure situations, there?ÇÖs often a rush to ?Ç£say something.?Ç¥ But the real value is in ?Ç£saying the right thing.?Ç¥ Authenticity doesn?ÇÖt mean full disclosure?Çöit means honest, respectful engagement. We work closely with our risk and legal teams along with leadership to ensure our voice remains principled yet human. ???Finally, if you had to sum up the essence of great communication in one sentence, what would it be? Effective and Impactful communication doesn?ÇÖt just inform?Çöit transforms people?ÇÖs perception through trust, empathy, clarity and consistency.

Authored by Chaitali Pishay Roy, Founder - CPR GlobalFor decades, the default playbook for any brand or leader looking to tell their story was clear: get a feature in a leading publication, line up a few interviews, and let traditional media do the heavy lifting. But that equation has changed. Quietly at first ?Çö and now, dramatically.Today, the platforms where reputations are being built have moved far beyond the newsroom. Stories are being shaped on podcasts, in long-form conversations, through owned content, and on platforms that didn?ÇÖt even exist in the old communications blueprint. This isn?ÇÖt about media being replaced ?Çö it?ÇÖs about media being redefined.Look at what happened when Vijay Mallya finally broke his silence. After nearly a decade of avoiding Indian press, he chose not a legacy news outlet but a podcast ?Çö Raj Shamani?ÇÖs Figuring Out ?Çö for a four-hour conversation that covered everything from Kingfisher to personal loss. It wasn?ÇÖt a headline-grabbing interview. It was a controlled, layered narrative. The format gave him what traditional media couldn?ÇÖt: space, context, and depth. And as a result, it dominated every social feed, sparked debate across age groups, and reinserted him into public conversation ?Çö on his terms.Netflix?ÇÖs co-CEO Ted Sarandos could have chosen any business magazine to speak to during his India visit. Instead, he appeared on Nikhil Kamath?ÇÖs WTF podcast for a candid, far-reaching conversation. Why? Because he wasn?ÇÖt just looking for reach ?Çö he was looking for relevance. And long-form, peer-to-peer formats allow exactly that.Even political communication has evolved. When Donald Trump held his first press conference as U.S. President, he kept seats aside for digital-native media ?Çö acknowledging the power shift. More recently, Prime Minister Modi has met with YouTubers and content creators in the lead-up to elections ?Çö not to do sponsored content, but to shape perception via platforms where younger audiences are actually listening.Here?ÇÖs what ties these examples together:They weren?ÇÖt gimmicks. They were strategy.Each of these choices reflects a clear understanding that how and where you tell your story today is as important as the story itself.?Ç£The platforms to tell your story have fundamentally shifted. Traditional media is no longer the only (or even the most effective) stage. What matters now is how ?Çö and where ?Çö you choose to shape your narrative.?Ç¥And yet, so many brands continue to treat new-age platforms like traditional media ?Çö inserting talking points, scripting interactions, and reducing potential narratives into promotional monologues. The result? Disengagement. Because the audience has moved on. They?ÇÖre not just consuming media ?Çö they?ÇÖre participating in it. And they?ÇÖre far more responsive to what feels real, contextual, and unforced.That doesn?ÇÖt mean traditional media is dead. Far from it. The right profile in a respected business publication still carries weight. But it cannot be the only arrow in the quiver. Today?ÇÖs audience expects multi-dimensional storytelling. One story told in many formats, across many touchpoints ?Çö each designed for resonance, not just reach.For founders and CXOs, this is particularly critical. In 2025, you are not just building a company. You are building narrative equity. And that means rethinking where and how your story is told. It means investing in long-form formats, engaging with platforms that allow nuance, and showing up in environments where your audience is already leaning in ?Çö not tuning out.Some of the most effective communication strategies today include:?    Founder-led conversations on niche, high-trust platforms?    Thought leadership through newsletters or podcasts that offer unfiltered insight?    Deep-dive formats that explore complexity, not just key messages?    Creator or community partnerships that feel editorial, not advertorial The shift is already underway.The smart brands aren?ÇÖt just catching up ?Çö they?ÇÖre building the new playbook.Because the truth is: attention is fragmented, credibility is hard-earned, and repetition is no longer reputation.To stand out, you need clarity of voice ?Çö and clarity of platform.So if you?ÇÖre still telling your story only through press releases, advertorials, or tightly-controlled PR opportunities ?Çö you?ÇÖre missing the moment. Your audience isn?ÇÖt looking for polish. They?ÇÖre looking for presence. Not just what you say, but where you choose to say it.And in that choice lies the future of storytelling.

Independent communications agency Bud Communications has officially expanded into the Philippines with the launch of its Manila office, marking a significant step in its Southeast Asia growth strategy. The new office will be led by Kiana Carreon, who has been promoted to Account Director, Philippines, and will drive Bud?ÇÖs presence in the region?ÇÖs dynamic creative market.Carreon, who joined Bud in 2022, quickly distinguished herself through strategic leadership across sectors like consumer, tech, automotive, and healthcare. Prior to Bud, she worked at Ogilvy Philippines as Account Manager, earning recognition for impactful brand work. Her promotion reflects Bud?ÇÖs focus on growing talent from within and investing in local leadership.The launch follows Bud?ÇÖs successful partnerships in the Philippines with long-term clients like ACMobility (Ayala Corporation?ÇÖs automotive division) and Axelum Resources Corp, a leading coconut product manufacturer. Both clients have renewed and expanded their engagement with Bud for a second year?Çöfurther cementing the agency?ÇÖs role as a trusted partner.Founder and CEO Oliver Budgen highlighted the strategic importance of this move: ?Ç£Manila has become an obvious next step for Bud. The Philippines is full of creative energy and commercial opportunity. Partnering with bold brands like ACMobility and Axelum is a real validation of what we?ÇÖre building.?Ç¥Patricia Malay, General Manager for Southeast Asia, added: ?Ç£The Philippines is home to exceptional talent. Our goal is to build teams that truly reflect the pulse of the local market.?Ç¥Expressing her excitement, Carreon shared: ?Ç£I?ÇÖm proud to be launching Bud Manila and shaping work that?ÇÖs meaningful, strategic, and fresh. There?ÇÖs a strong appetite here for communications that move the needle. I look forward to growing our team and our impact.?Ç¥Since its founding in 2020 in Singapore, Bud has rapidly expanded across APAC with offices in Australia, Indonesia, and now the Philippines, supported by a team of over 15 professionals. The agency has tripled in size and worked with both regional disruptors and global clients across fintech, gaming, adtech, health tech, and Web3.This expansion also strengthens Bud?ÇÖs ?Ç£borderless agency model,?Ç¥ enabling local execution with unified regional strategies across Southeast Asia. The Manila office will focus on client servicing, campaign planning, and content execution, all while staying aligned with Bud?ÇÖs broader regional vision.

In a strategic move to strengthen its marketing leadership and drive accelerated brand growth, Asian Footwear Pvt. Ltd., India?ÇÖs leading premium-quality family footwear brand, proudly announces the appointment of Abhishek Singh Chauhan as Lead ?Çô Brand Marketing & Communication.With over 19 years of diverse and high-impact experience, Abhishek brings a rich blend of expertise to the role, spanning media, advertising, brand strategy, digital transformation, and content production. His journey spans 5 years in media and advertising agencies, 6 years in content leadership roles at Content production house and GroupM /WPP Media agencies, and over 7 years leading brand growth on the client side?Çöa trajectory marked by standout results, including 121% revenue growth at one brand and 32% at another, even as competitors saw flat or negative growth during the same period.Commenting on his new role, as Lead ?Çô Brand Marketing & Communication, at Asian Footwear, Abhishek Singh Chauhan said, ?Ç£I am excited to join the dynamic team at Asian Footwears, a brand that is walking with India?Çöliterally and metaphorically. The ambition here is bold, the legacy is strong, and the potential is immense. My goal is to integrate storytelling, digital intelligence, and purpose-driven marketing to create lasting consumer love and category leadership.?Ç¥Abhishek has successfully delivered 300+ content projects, multiple national campaigns, TVCs, documentaries, and product launches. From spearheading pan-India digital and offline media plans to executing AI-enabled marketing automation and launching mobile apps, his cross-functional leadership is well-aligned with Asian?ÇÖs vision to expand further across metros and emerging Bharat markets.He is an alumnus of IIM Ahmedabad (MDP) and holds an MBA in Marketing, with certifications in film marketing from Cannes, France. Known for driving innovation through integrated brand-building, he previously held senior leadership roles at Dorset Industries, Ozone Group, Team Airtel & Essence (GroupM), and Ogilvy, managing marquee campaigns and TVC projects for Airtel, Zee5, Hyundai, Mankind Pharma, and other prominent brands.

Each year on July 16, World PR Day offers a moment of global reflection?Çöa chance to celebrate how public relations has evolved from a tactical publicity tool to a strategic cornerstone of trust, influence, and culture. But in 2025, the relevance of PR has never been more urgent?Çöor more contested.Across boardrooms and newsrooms, algorithms and activist movements, the world is battling a trust deficit. From climate misinformation to corporate greenwashing, from AI-generated deepfakes to political polarization?Çöaudiences are skeptical, institutions are under scrutiny, and reputation is no longer a given. In this volatile climate, PR is no longer about ?Ç£good press?Ç¥?Çöit?ÇÖs about building truthful, transparent, and timeless relationships.As PR thought leader Justin Green, Global President of the International Public Relations Association (IPRA), aptly noted last year: ?Ç£Public relations is the ethical heartbeat of communication. It has the power to shape truth, counter disinformation, and elevate public dialogue.?Ç¥From Diana Fernandes?ÇÖ view of PR as the ?Ç£conscience-keeper?Ç¥ of organizations, to Upasna Dash?ÇÖs call to move from ?Ç£vanity to value?Ç¥, this year?ÇÖs reflections underscore how PR has outgrown the shadow of marketing to become a moral, strategic, and social force.On the occasion of World PR Day 2025, Adgully spoke to eight forward-thinking industry founders who are shaping the future of communications in India. Their voices echo a shared belief: that in a world where anyone can broadcast, credibility is the only currency that matters.As technology amplifies noise and the public grows weary of spin, these leaders are doubling down on meaning, trust, and truth. Whether navigating AI integration, cultural shifts, or crisis narratives, their work proves one thing:PR isn?ÇÖt about managing stories. It?ÇÖs about stewarding trust. ?Ç£We are no longer decorators of narratives. We are custodians of credibility?Ç¥ ?Çô Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations<img src='https://erp.adgully.me/artical_image\64b889ceefb978a8198c093300b0694e.jpeg' class='content_image'>For Diana Fernandes, World PR Day is more than a calendar milestone?Çöit?ÇÖs a conscious pause to reflect on whether PR professionals are genuinely making a difference or simply dressing up perception.?Ç£World PR Day is not just a day of celebration?Çöit?ÇÖs a day of reckoning. Are we doing the hard, often uncomfortable work of building trust, or are we still caught in cosmetic storytelling? In a world where people question everything?Çömedia, institutions, corporations?Çöour job is no longer to ?Çÿspin?ÇÖ stories, but to unearth what?ÇÖs real and meaningful. I believe PR is now the conscience-keeper of organizations. We belong at the table not just when things go wrong, but when purpose is being defined, when societal impact is being measured.?Ç¥On the role of AI, Diana sees it not as a disruptor but a clarity-enabler: ?Ç£We embrace AI as a filter?Çöit handles the noise, so we can focus on the nuance. At Bloomingdale, AI supports efficiency: real-time monitoring, data parsing, first drafts. But it is empathy and human insight that carry the message across the line. Machines can draft, but only humans can understand pain, hope, irony, and aspiration. Especially in crisis or cultural moments, communication needs a soul. And AI doesn?ÇÖt have one.?Ç¥ ?Ç£PR is no longer about visibility. It?ÇÖs about credibility in a world of collapsing trust?Ç¥ ?Çô Aman Dhall, Founder, CommsCredible<img src='https://erp.adgully.me/artical_image\2bd5e9a5145e7bcf6c91f22b3f4c9638.jpeg' class='content_image'>Aman Dhall offers a sharp reminder that communications today must serve deeper goals than headlines or impressions. ?Ç£World PR Day is a timely moment to reflect on the responsibilities we hold. Strategic communications must help institutions articulate not just what they sell?Çöbut what they stand for. We?ÇÖve worked with clients in sectors like housing finance and public policy, where the challenge isn?ÇÖt media coverage?Çöit?ÇÖs navigating mistrust, exclusion, and fear. That?ÇÖs where PR must act as a societal interpreter, not just a brand megaphone.?Ç¥He?ÇÖs clear about AI?ÇÖs role: ?Ç£We treat AI as a collaborator. It scales the ?Çÿwhat,?ÇÖ but the ?Çÿwhy?ÇÖ still belongs to us. In one campaign for a heritage fragrance brand, we used AI to identify scent-language trends globally. But the breakthrough came from a perfumer who told us, ?ÇÿScent is memory.?ÇÖ That insight couldn?ÇÖt have come from data. It came from empathy. That?ÇÖs the gap only humans can fill.?Ç¥For Aman, the future of PR lies in ?Ç£narrative design?Ç¥?Çöarchitecting trust across moments, mediums, and stakeholders. ?Ç£In a world of scrutiny, clever communication won?ÇÖt cut it. Clarity will?Ç¥ ?Çô Akshaara Lalwani, Founder, Communicate India<img src='https://erp.adgully.me/artical_image\8ddb3a75ce3d99a9651933966863ffed.jpeg' class='content_image'>Having shaped communications for over 15 years, Akshaara Lalwani sees World PR Day as a chance to return to the basics: integrity, empathy, and meaningful engagement. ?Ç£The world around us has changed?Çöinstitutions are under scrutiny, misinformation spreads faster than facts, and the audience is alert, vocal, and unforgiving. In this climate, our job isn?ÇÖt to sugarcoat?Çöit?ÇÖs to simplify, anchor, and humanize. PR has become the space where brand action is held accountable to public expectation.?Ç¥She adds: ?Ç£We?ÇÖre no longer the ?Çÿexecution team?ÇÖ waiting for a brief. We?ÇÖre strategic partners guiding leadership and culture. When a brand faces a crisis?Çöor an opportunity?Çöwe?ÇÖre the voice asking: Is this aligned with who we say we are??Ç¥On redefining PR within the marketing mix: ?Ç£Today?ÇÖs audiences don?ÇÖt separate a press article from an Instagram post or a podcast interview. What matters is consistency and coherence. Our job is to help brands show up?Çönot just loudly, but authentically. Whether it?ÇÖs building movements or diffusing tensions, we help brands stay grounded in their values.?Ç¥?Ç£Trust is the lifeblood of society. And PR is its circulatory system?Ç¥ ?Çô Rishi Seth, Founder & CEO, Evoc<img src='https://erp.adgully.me/artical_image\a01a7cb4c2bb7a6a49f503676dcc26e3.jpeg' class='content_image'>For Rishi Seth, World PR Day is a celebration?Çöbut also a stark reminder of the gravity of their role. ?Ç£We live in a time where foundational trust is eroding?Çöin media, government, even science. Yet societies cannot function without trust. That makes our job as PR professionals far more complex?Çöand far more essential. We must now identify where trust lives, how it shifts, and how to help clients earn it, not just claim it.?Ç¥Seth is pragmatic about AI: ?Ç£It?ÇÖs already helping with efficiencies?Çöcontent creation, monitoring, sentiment analysis. But persuasion, influence, and coalition-building are deeply human acts. AI might catch up to average performance soon, but elite storytelling, emotional foresight, and intuitive judgment remain human territories. That?ÇÖs where the real future of PR lies.?Ç¥ ?Ç£PR is no longer behind the scenes. It?ÇÖs at the helm of shaping culture and commerce?Ç¥ ?Çô Sonalika Pawar, Founder, Bold and Beyond<img src='https://erp.adgully.me/artical_image\2079cdb484ed659afb4f14d8e089d012.jpeg' class='content_image'>For Sonalika Pawar, PR today is inseparable from social consciousness and brand authenticity.?Ç£World PR Day is a chance to celebrate a function that has quietly powered some of the most meaningful shifts in how people view brands, institutions, and themselves. From equity and sustainability to creator culture and digital communities, PR is no longer support?Çöit?ÇÖs strategy.?Ç¥She?ÇÖs passionate about correcting a long-standing myth:?Ç£People still think PR is media coverage. But the real work happens before the headline?Çöin crafting ideas, shaping values, and building lasting relationships. The best campaigns don?ÇÖt chase clippings. They build conversations that evolve and endure.?Ç¥ ?Ç£Trust isn?ÇÖt given. It?ÇÖs earned?Çöover time, across channels, and under scrutiny?Ç¥ ?Çô Komal Lath, Founder, Tute Consult<img src='https://erp.adgully.me/artical_image\4f0a9f81f65ef1065efbda09f36c8c6f.jpeg' class='content_image'>Komal Lath underscores the expanding scope of public relations in 2025, especially in an age of AI-generated news and fragmented platforms.?Ç£PR has moved beyond managing reputations to actively building them. In today?ÇÖs digital ecosystem, everything is real-time. People expect brands to engage meaningfully, respond quickly, and stay accountable. That?ÇÖs no longer a media function?Çöit?ÇÖs a cultural responsibility.?Ç¥On myths about PR, Lath says: ?Ç£The idea that PR is just about press releases is outdated. PR today spans owned, earned, paid, and experiential spaces. It?ÇÖs about being seen, but more importantly?Çöbeing trusted. And that takes strategy, consistency, and care.?Ç¥ ?Ç£We?ÇÖre moving from vanity to value. From optics to outcomes?Ç¥ ?Çô Upasna Dash, Founder & CEO, Jajabor Brand Consultancy<img src='https://erp.adgully.me/artical_image\00255928db7c7a4e030697a5c8dad8b4.jpeg' class='content_image'>Upasna Dash believes World PR Day 2025 represents a new era?Çöone where communications is no longer a bolt-on function, but a foundational pillar of modern business. ?Ç£PR is shaping not just brand perception but policy discussions, investor sentiment, and public accountability. That?ÇÖs why communications teams now sit at decision-making tables. We?ÇÖre helping organizations navigate complexity with clarity, credibility, and compassion.?Ç¥And yet, she notes, the old myths persist: ?Ç£People still reduce PR to ?Çÿgetting your name out there.?ÇÖ But true PR is about consistent, values-driven storytelling. It?ÇÖs about how a company shows up when it matters most?Çöduring a crisis, a launch, or a moral choice. The power of that work is compounding, not cosmetic.?Ç¥ ?Ç£PR isn?ÇÖt a shortcut to attention?Çöit?ÇÖs a long-term investment in meaning?Ç¥ ?Çô Ritika Garg, Founder & CEO, Avance PR<img src='https://erp.adgully.me/artical_image\6535617b61d73c94d78ef3b6e8e855e5.jpeg' class='content_image'>After five years leading Avance PR, Ritika Garg sees this World PR Day as a milestone in the maturing of India?ÇÖs communications industry.?Ç£We need to move beyond superficial metrics. Sure, logos in pitch decks look great?Çöbut the real value of PR is in building narrative equity. It?ÇÖs about giving voice to ideas, to underrepresented communities, to authentic brand purpose. And that takes intention, not just execution.?Ç¥On the most persistent myth, she says: ?Ç£That PR is all about being seen. The truth is, what?ÇÖs seen doesn?ÇÖt always stick?Çöwhat connects, does. Our job is to build credibility, not hype. That means digging deeper, listening harder, and staying relentlessly human.?Ç¥ From Storytelling to StewardshipThe voices of these eight leaders point to a profound truth: PR is no longer about shaping the story alone?Çöit?ÇÖs about shaping systems of trust.As World PR Day 2025 reminds us, public relations has emerged as one of the most future-facing disciplines in business, combining the rigor of data, the power of empathy, and the responsibility of conscience.In a world increasingly driven by technology but yearning for authenticity, PR is not only relevant?Çöit?ÇÖs irreplaceable. 

Authored By: Monisha Mudaliar, Founder, Monz MediaHave you ever watched a PR professional in action?Look for them at any major conference. You?ÇÖll spot them someone from an engineering background, seamlessly navigating a high-fashion jewellery launch. Or someone with an arts degree blending in perfectly at a BFSI event. They?ÇÖll be chatting effortlessly with CEOs, asking pointed questions about repo rates and RBI announcements. And you?ÇÖd never guess they only heard that panel discussion ten minutes ago.That?ÇÖs the magic of a great PR professional is that they adapt, immerse, and communicate with a level of fluency that belies how recently they entered the room.What you?ÇÖre seeing is confidence, agility, and presence. What you?ÇÖre not seeing is the intense prep that made that possible.Because PR is so often misunderstood especially in the age of social media, where visibility is assumed to equal value. While marketing may get the likes, PR earns the long-term credibility.And yet, most people only see the tip of the iceberg: the article in their favourite magazine, the founder quote in a leading business paper, the podcast episode featuring a brand they just discovered. It?ÇÖs polished. Seamless. Effortless. But that polish takes time.Behind a single media placement are weeks of behind-the-scenes work. Building the right media list. Tailoring each pitch to suit a specific journalist?ÇÖs beat and tone. Keeping track of multiple editorial calendars. Listening to what industry leaders are saying ?Çö and spotting the story a brand can authentically contribute to.All of this while managing clients across industries. A single PR professional could be crafting narratives for real estate, food & beverage, fintech, and sustainability all in the same week. They need to be tuned into policy updates, budget announcements, consumer behaviour, and what?ÇÖs trending across sectors, all at once.And yet, when you meet them at a networking event, they?ÇÖre effortlessly breaking the ice, opening conversations, and making people feel seen and heard, even when they?ÇÖve had a 14-hour day that started with a 7 a.m. media round-up.The truth is, PR does look glamorous ?Çö and in many ways, it is. It opens doors. It builds relationships. It places you in the right rooms and gets your story told by the right voices. But none of that happens without groundwork.Because PR is not just about who you know  it?ÇÖs about knowing when to reach out, what to say, and just as importantly, what not to say. It?ÇÖs research. It?ÇÖs strategy. It?ÇÖs timing. It?ÇÖs trust.So this World PR Day, let?ÇÖs move beyond the surface. Let?ÇÖs celebrate the people who make brands credible, not just visible. The ones who listen more than they speak. Who know that a single placement can take weeks of patient pursuit? And who do it all while making it look easy.PR isn?ÇÖt just a function. It?ÇÖs a force.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

The Astor Goa?Çöan all-suite, design-forward boutique hotel nestled in the heart of Candolim?Çöhas appointed the multi-faceted, homegrown communications and PR agency, The Other Circle (TOC) as its official PR and communications partner. This collaboration brings together two brands shaped by purpose, rooted in storytelling, and united by a shared belief: that the best experiences are the ones that speak softly, but stay with you.Launched in late 2023, The Astor Goa is not your typical new luxury address. With 65 expansive suites?ÇöGoa?ÇÖs largest suite inventory?Çöthe property reimagines modern travel through the lens of quiet luxury. Here, indulgence is subtle and intentional: relish breakfast till noon, minibars come complimentary, and the third guest stays free in Astor Suites and above. Guests can explore coastal trails, learn Goan recipes, or hop onto a beach buggy to meet the waves. It?ÇÖs a hotel that invites you to slow down?Çöand stay a little longer.The partnership marks a return to TOC?ÇÖs roots in hospitality. Known for building standout narratives across education, entertainment, lifestyle, fintech, and culture, the agency first made its mark crafting evocative stories for hotels, restaurants and travel destinations. This mandate with The Astor signals a full-circle moment?Çöwhere experience meets evolution.?Ç£Hospitality has always been our first love,?Ç¥ says Aakanksha Gupta, Founder & CEO of The Other Circle. ?Ç£The Astor Goa isn?ÇÖt about being loud?Çöit?ÇÖs about being thoughtful. That kind of honesty is rare, and it?ÇÖs exactly what drew us in. It reflects everything we believe in?Çödesign with depth, luxury with soul, and storytelling with sincerity. It?ÇÖs not just a hotel; it?ÇÖs a state of mind. We?ÇÖre excited to help it find the audience it truly deserves.?Ç¥For Vikram Puri, Managing Director at The Astor Goa, the partnership felt instinctive. He says, ?Ç£We built The Astor Goa on a simple idea: that real luxury today is space and time - and the freedom to use it the way you choose. Everything we?ÇÖve designed is to help our guests slow down, truly and fully unwind and savour thoughtful hospitality. TOC got that instantly. We are confident that their approach to storytelling coupled with insight-driven communication will help us grow our presence and bring The Astor?ÇÖs narrative to life in a way that?ÇÖs meaningful.?Ç¥As part of the mandate, TOC will craft and execute a layered PR and communications strategy for The Astor Goa?Çöbringing together earned media, editorial storytelling, influencer engagement, digital conversations, and industry thought leadership. Backed by over a decade of experience in shaping hospitality and lifestyle narratives, TOC will focus on building a story that captures The Astor?ÇÖs deeply personal approach to luxury?Çöwhile amplifying its presence across key audiences, platforms, and industry conversations.Because when hospitality feels this intentional, it?ÇÖs not just about where you stay?Çöit?ÇÖs about how the place stays with you. And for those telling the stories of tomorrow, The Astor Goa is a space worth watching.

Sapience Communications introduces its new Consumer Practice, a strategic initiative dedicated to providing tailored communication support for beauty and wellness brands. A key focus of this practice will be guiding companies through international market entry, specifically between the UK, India, and the UAE.Sapience Communications is delighted to announce the official launch of its Consumer Practice, with a strong focus on the fast-growing beauty and wellness sector. With its headquarters in London, the beauty hub of Europe, and a growing footprint in India and the UAE, Sapience is uniquely positioned to help brands navigate the complex consumer landscapes across these dynamic markets. The new Practice will be led by Shubhi Grover, Head of Consumer at Sapience, who brings 14 years of rich sector experience in the consumer, beauty, and wellness space, having worked with both global and local brands. In a saturated and fast-evolving global beauty and wellness industry, standing out is critical. The new Consumer Practice at Sapience is designed to help brands break through the noise, offering a full suite of services including product launches, strategic media placements, creative campaign execution, influencer engagement, and social media management.?Ç£The launch of our consumer vertical marks a pivotal moment for the business,?Ç¥ says Richard Morgan Evans, CEO of Sapience Communications. ?Ç£Our work with high-profile corporate clients has built our reputation, but the momentum in the consumer arena, particularly in the beauty and wellness segments, is something we?ÇÖre very excited to be a part of. Shubhi?ÇÖs leadership and deep understanding of cross-market brand storytelling will be instrumental as we scale our work across India, the UAE, and the UK and she brings with her a decade of experience working with both international and domestic consumer brands.?Ç¥?Ç£India is a unique and incredibly exciting market for us,?Ç¥ says Grover. ?Ç£With the consumer economy booming, especially in wellness and beauty, we see a real opportunity to help Indian and UAE-based brands expand into the UK and, equally, support British brands that are eager to tap into the growing appetite for premium and heritage products in India and the UAE. Our mission is to be the bridge for cross-market consumer growth.?Ç¥This strategic expansion positions Sapience to deliver targeted, creative, and strategically results-driven campaigns for consumer brands seeking global traction.According to the British Beauty Council, the UK beauty industry grew by 11% last year alone, contributing over ?ú27.2 billion to the national GDP. Meanwhile, India?ÇÖs wellness market is expected to reach $26.55 billion by 2029, and the UAE?ÇÖs beauty and wellness sector is projected to soar from $5.1 billion in 2022 to $12.5 billion by 2030 - all pointing to rich opportunities for brand expansion and innovation.Sapience's new Consumer Practice blends editorial storytelling, digital PR expertise, and influencer relations to craft unique brand voices and drive engagement across borders. The agency is committed to building brand trust and loyalty in a sector where consumer relationships are everything.As the beauty and wellness industry experiences a global resurgence, Sapience Communications is geared up to step into this space with a clear vision: to support brands on their journey to becoming household names, whether in London, Mumbai, or Dubai.

Seasoned communications strategist Mrinall Dey has announced his latest professional chapter as a Fractional Communications Officer/Advisor, offering strategic communications support to organizations at key inflection points.With a career spanning diverse sectors?Çöincluding telecom, FMCG, financial services, IT, EdTech, and hospitality?ÇöDey brings deep expertise in brand-building, crisis communications, and media relations. He has previously led high-impact communication efforts for major brands such as Airtel, PepsiCo, American Express, BYJU?ÇÖS, and MobiKwik.In his new fractional role, Dey will collaborate with leadership teams and founders to offer part-time yet impactful communication counsel?Çöhelping brands navigate change, repositioning, or growth with narrative clarity and reputation resilience.Announcing the move on LinkedIn, Dey said: ?Ç£If you?ÇÖre at an inflection point or simply want to connect, I?ÇÖd love to explore how I can support your journey through strategic communications. Here?ÇÖs to new beginnings and impactful collaborations!?Ç¥Dey?ÇÖs transition reflects a growing trend of experienced professionals offering flexible advisory roles to help businesses scale smarter and communicate better during transformation.

The public relations and marketing landscape in the UAE is evolving rapidly, shaped by technological innovation, shifting consumer expectations, and the region?ÇÖs unique cultural fabric. As we move deeper into 2025, the future of PR and marketing will be defined by how well brands balance cutting-edge tools like artificial intelligence with the timeless need for authentic, culturally sensitive communication.Artificial intelligence is no longer a futuristic concept but a practical asset in the UAE?ÇÖs PR toolkit. With the generative AI market in the region expected to reach over two billion dollars by 2030, AI enables marketers and PR professionals to create highly personalised, data-driven campaigns that resonate with diverse audiences. Tools that analyse media preferences, social media activity, and engagement patterns help craft messages that are precisely timed and tailored to local contexts, such as Ramadan or national holidays. This level of sophistication allows brands to connect more meaningfully and efficiently than ever before.However, technology alone cannot build trust or loyalty. The UAE?ÇÖs multicultural population demands more than just targeted messaging; it requires genuine engagement that respects cultural nuances and local values. Arabic media relations remain critical, with outlets like Asharq Bloomberg and the Arabic edition of Khaleej Times gaining prominence. Successful campaigns blend traditional elements with modern digital storytelling to reach both local and expatriate audiences. This cultural sensitivity is not optional but essential in a market where authenticity drives consumer decisions.Sustainability and social responsibility have also moved to the forefront of brand communication. Consumers in the UAE increasingly expect companies to demonstrate real commitments to environmental and social causes, not just pay lip service. Authentic sustainability messaging builds trust and long-term loyalty, aligning with national visions such as UAE Vision 2021 and Saudi Vision 2030. PR and marketing professionals must therefore ensure that their storytelling reflects genuine values and measurable impact.The rise of immersive experiences, micro-influencers, and employee advocacy further highlights the human side of PR and marketing in an age of automation. While AI and digital platforms enhance reach and efficiency, the emotional connection brands create through relatable stories and community engagement remains irreplaceable.In my view, the future of PR and marketing in the UAE belongs to those who harness technology as a means to amplify authentic voices rather than replace them. Brands that combine innovation with cultural intelligence and purpose-driven communication will not only thrive but also shape the region?ÇÖs evolving narrative. This balance is the key to building lasting relationships in a market defined by diversity, rapid change, and discerning consumers.

Ethara has appointed creative agency The Romans as its retained PR partner in a multi-year, six-figure agreement. The partnership was secured following a competitive pitch process across the UAE.The brief spans Ethara?ÇÖs core pillars?Çöcorporate brand communications, live events, and venue PR?Çöcovering flagship destinations like Yas Marina Circuit, Etihad Park, and Etihad Arena, as well as the Formula 1 Etihad Airways Abu Dhabi Grand Prix, one of the region?ÇÖs most high-profile annual spectacles.Andrew Stass, Brand Marketing and Communications Director at Ethara, said: "The Romans stood out for their bold, creative approach to storytelling?Çösomething that aligns closely with our energy and vision. Together, we aim to shape narratives that elevate Ethara?ÇÖs presence and connect meaningfully with our diverse audiences."The appointment comes as Ethara doubles down on its ambitions to expand its influence and solidify its position in the global live entertainment arena.Joe Lipscombe, Partner at The Romans, described the win as a major milestone: "Ethara is an iconic name when it comes to world-class entertainment in the Middle East. From reshaping the Formula 1 weekend experience to revolutionizing the cultural and music scene, their ambition is unmatched. We?ÇÖre thrilled to help amplify that story on a global stage."He also described the Abu Dhabi Grand Prix as ?Ç£the crown jewel?Ç¥ in the events space and emphasized The Romans' focus on delivering culturally intelligent, high-impact PR campaigns.Ethara continues to work with other communications partners including Seven Media, supporting its broader public relations objectives across the region.

Dubai Airports, operator of Dubai International (DXB) and Dubai World Central (DWC), has appointed Current Global MENAT as its retained public relations agency following a competitive pitch process. The move strengthens its integrated marketing and communications strategy under the Middle East Communications Network (MCN).The appointment consolidates PR efforts across MCN agencies?ÇöJack Morton, MRM, and Magna?Çöalready supporting Dubai Airports. Current Global will now lead strategic storytelling and media engagement as part of a unified team delivering cross-channel brand communications.?Ç£As Dubai Airports evolves into a hospitality-driven organisation, we are embracing a more agile, digital-first communications approach,?Ç¥ said Michelle Lee, VP Brand & Communications, Dubai Airports. ?Ç£Current Global?ÇÖs appointment reflects our commitment to impactful, integrated storytelling with earned media at its core.?Ç¥The partnership comes at a pivotal moment for Dubai Airports, ahead of the 19th edition of the Dubai Airshow at DWC and record-breaking annual passenger figures expected later this year. The organisation is also focusing internally on enhancing employee experience and rolling out a refreshed corporate strategy.Peter Jacob, Managing Director, Current Global MENAT, stated: ?Ç£Dubai Airports is more than a global aviation leader?Çöit?ÇÖs a gateway to the Dubai story. We?ÇÖre proud to support their mission and collaborate with the outstanding MCN team.?Ç¥Echoing the sentiment, Ghassan Harfouche, CEO of MCN MENAT and President of McCann Worldgroup APAC, added: ?Ç£This partnership exemplifies our vision of delivering seamless, connected solutions through agency collaboration to elevate iconic brands like Dubai Airports.?Ç¥Current Global?ÇÖs regional portfolio includes clients such as Dubai Tourism, Bugatti, Kraft Heinz, Global Village, and Bentley.

Sarina Menezes has been promoted to Senior Vice President & Head ?Çô Marketing & Corporate Communication at Oberoi Realty, marking a significant milestone in her three-decade-long career in brand marketing and communications.With over 30 years of experience in luxury brand marketing, digital strategy, and customer experience, Menezes has been instrumental in shaping Oberoi Realty?ÇÖs brand narrative across residential, commercial, retail, and hospitality verticals. Her strategic role involves close collaboration with global design and architecture teams to craft compelling brand propositions and design standards.Prior to Oberoi Realty, she held key marketing roles at renowned international property consultancy Knight Frank, where she led campaigns for marquee luxury residences such as The Aman New York, Waldorf Astoria New York, The Royal Atlantis Dubai, and OWO Raffles London.A passionate storyteller and team builder, Menezes also serves as a Jury Member for the EFFIE and EMVIE Awards 2024, and is an adjunct faculty and Board of Studies member at MAHE (Manipal University). Her forward-thinking approach integrates digital transformation, employer branding, and content-driven engagement strategies.

In conversation with The PR Post, Rachna Baruah, Founder & CEO of Madchatter Brand Solutions, delves into the agency?ÇÖs strategic affiliation with the Worldcom Public Relations Group. She shares how this global partnership marks a pivotal step in Madchatter?ÇÖs journey, enhancing its ability to deliver globally resonant yet locally grounded communication strategies. From cross-border campaign execution to peer-driven learning and sector-specific growth ambitions, Baruah outlines how the alliance elevates Madchatter?ÇÖs offerings while reflecting a larger shift in how Indian agencies are shaping the global PR narrative.What motivated Madchatter to join Worldcom, and what benefits do you expect for your agency and clients in India?Joining the Worldcom Public Relations Group was a strategic step in line with how we see the future of communications evolving. As brands become more global, their narratives must be locally rooted and globally resonant. For Madchatter, this partnership gives us seamless access to world-class expertise across industries ?Çö from tourism to investor relations ?Çö without adding overheads or compromising agility. We can now tap into a global network of specialists who?ÇÖve shaped strategies for some of the world?ÇÖs most respected brands over the past three decades. This not only sharpens our offerings but also ensures our clients in India receive globally benchmarked thinking with local relevance. Worldcom isn?ÇÖt just a network ?Çö it?ÇÖs a knowledge advantage that helps us scale impact, not just output.How will this collaboration impact the kinds of clients or projects Madchatter can take on especially those with international goals?Over the past few years, we?ÇÖve seen a steady rise in India-to-global companies looking for partners who understand both Indian complexity and global communication standards. This partnership helps address that need more holistically. Whether a client wants to break into the US, UK, or Southeast Asia, we now have the infrastructure to co-create campaigns, access on-ground insights, and deliver with the same contextual sensitivity we apply in India. With a presence across 40+ countries and a collaborative network of over 2,000 professionals, Madchatter is now equipped to support international mandates with the same agility we bring to domestic ones. The fact that this is a $350 million global network gives our clients a layer of confidence ?Çö they?ÇÖre gaining access to a distributed team that understands how business, culture, and communication intersect. It also allows us to step into larger, more complex projects that require cross-border execution while keeping consistency in messaging and approach.How does this partnership set Madchatter apart in the evolving Indian communications scene?As Indian brands become more globally ambitious, there?ÇÖs a growing need for campaigns relevant in multiple geographies while staying grounded in local insight. That?ÇÖs where we believe our differentiation lies ?Çö and this partnership strengthens it. We?ÇÖre not just accessing global trends; we?ÇÖre collaborating in real time with partners worldwide. For instance, we recently got a campaign live in Zanzibar and Tanzania in under four days through our extended network. We also supported a NYSE-listed company during a crisis in India, navigating local sensitivities while aligning with their global communications framework. These aren?ÇÖt just one-offs ?Çö they represent how we now operate: as part of a trusted, borderless communications team. In an industry where speed, context, and credibility matter more than ever, this partnership allows us to offer agile, insight-led strategies that can scale globally, not by imitation, but through lived experience and collaboration.Beyond clients what does this partnership mean for the Madchatter team in terms of learning and growth?The most exciting aspect of this partnership is opening up our team to global learning and exchange. It?ÇÖs not about formal training modules or one-off workshops. It?ÇÖs about actively conversing with communicators worldwide ?Çö solving challenges, sharing learnings, and understanding how different markets approach reputation, narrative, and strategy. This exposure shapes our team?ÇÖs thinking and raises the quality of work we can deliver across all levels, not just at the top. For junior and mid-level professionals, especially, it offers a rare opportunity to learn from experienced practitioners without having to leave their context behind. It also sharpens our ability to think beyond geography ?Çö to see communication as a discipline shaped by culture, policy, and business cycles in different markets. This kind of real-time, peer-based learning is invaluable for a firm like ours, where agility and learning are core values.Looking forward what are Madchatter?ÇÖs growth goals and how important is this Worldcom partnership in reaching them?Looking ahead, Madchatter?ÇÖs growth ambitions are rooted in building a truly agile communications firm that blends deep sector expertise with the ability to deliver across geographies. Since day one, we?ÇÖve attracted global organizations because of our team?ÇÖs proven experience managing cross-cultural and cross-functional projects, especially in deeptech, fintech, B2B, and enterprise communications. Our unique approach ?Çö global thinking, local execution ?Çö has not only helped us win trust but also created strong client stickiness, with many choosing us over larger, more established agencies and staying for the impact we drive.With the Worldcom partnership, our reach and agility multiply. It allows us to serve both global brands entering India and Indian brands expanding abroad with a network that is both vast and deeply collaborative. We are focused on scaling our presence in high-growth sectors like fintech, healthtech, and purpose-driven brands, while doubling down on creating business bottom-line-led campaigns that open strategic doors for our clients. Our growth roadmap also includes building a personal brand communications vertical and investing in new media products to stay ahead of industry shifts. Ultimately, Worldcom is central to this vision, giving us the global muscle and visibility to lead from the front while never losing our local edge.As a founder what message do you want to send to the Indian communications industry about this affiliation and what it means for PR?ÇÖs future here?This partnership is not about Madchatter alone ?Çö it?ÇÖs about what?ÇÖs now possible for independent Indian agencies in a globalised communication environment. For a long time, Indian firms were seen as service extensions, not strategic drivers. That?ÇÖs changing. Today, we see Indian communicators shaping not just campaigns but conversations that matter across markets. Our affiliation with Worldcom shows that you don?ÇÖt need to be a global branch office to lead globally. You can be rooted here and still operate at international standards, with sharp, culturally attuned, and business-first ideas. The future of PR isn?ÇÖt just about reach or visibility. It?ÇÖs about partnerships, insight, and the ability to influence outcomes in a connected, volatile world. My message to peers and emerging firms: the time to scale your thinking is now. Build work that is export-worthy. Build teams that can think across borders. And build a practice that puts business outcomes at the heart of communication.

One of the leading Hospitals chain based out of Gurugram, Artemis Hospitals has retained its partnership with Delhi based independent PR Consultancy, Grandeavour Communication (GC), for the third consecutive year. It's an achievement, a milestone, which not just marks a client-agency relationship, but a shared journey of trust, performance, and purpose in the evolving landscape of healthcare PR.GC has been working with Artemis Hospitals for the last two years with a consistent results driven approach. After these successful years, Artemis Hospitals has affirmed their trust and faith in the young team at Grandeavour Communication for its commitment, understanding of the sector, approach and fulfilling communication skills.Asgar Ali, Head - Sales & Marketing, Artemis Hospitals said, ?Ç£It's good to have an agency, who understand the requirements and are capable towards call to action mode. Grandeavour Communication, for the last two years have worked not just as an agency but as a partner, with full throttle support on all fronts. The team is highly motivated and always ready to take on challenges. Their positive mind-set and ability to think, plan, execute, and achieve truly sets them apart.?Ç¥Sharing the excitement and reflecting on the successful journey so far and the road ahead, Saachi Sagar, Sr. Consultant and Account Lead for Artemis at Grandeavour Communication said, ?Ç£Healthcare PR demands precision, empathy, and a deep understanding of both the sector and its sensitivities. With Artemis Hospitals, our goal has always been to communicate with purpose ?Çö whether it?ÇÖs amplifying the expertise of medical professionals or building trust with patients through authentic narratives. Over the last two years, we?ÇÖve not only driven visibility but helped shape a voice that resonates with both care and credibility. This continued partnership is a reflection of that shared vision, and we?ÇÖre excited to scale it further with impactful and responsible storytelling.""With this win for the third consecutive year, we have different plans to what we have been doing, we?ÇÖre geared to be even more proactive, targeting new heights, sharper outcomes, and smarter goals. The win comes with additional responsibilities and expectations, it isn?ÇÖt about the continuity, it?ÇÖs about commitment to get going, and evolve more as communication partners to Artemis Hospitals," says, Payel Banerjee, PR Director at Grandeavour Communication.In an industry as dynamic and demanding as healthcare, PR has evolved far beyond traditional boundaries. It faces unique challenges, especially with the shift towards the digital world, where amidst misinformation and fake news, the communication really needs to make a mark. Team GC is committed to embrace the challenges into opportunities and take this journey to another level i.e. PR 2.0.

Clarity Communication, a full-service PR agency based in India, has joined the Indo-American Chamber of Commerce (IACC) to align more closely with evolving discussions between Indian and American business ecosystems.The IACC, established to facilitate trade, investment, and knowledge-sharing between India and the United States, brings together companies across sectors including manufacturing, technology, energy, healthcare, and services. Its forums, dialogues, and policy sessions are designed to support deeper engagement between private enterprises and regulatory bodies across both countries.For Clarity Communication, the move is intended to broaden perspective and gain access to more informed spaces of dialogue?Çöespecially as clients increasingly engage with cross-border markets, regulatory environments, and stakeholder expectations that extend beyond domestic boundaries.*We are delighted to have Clarity join us as a member.  The business of PR has become a lot more complex with the advent of social media and paid features.  Sowmya?ÇÖs presence within the chamber will provide guidance to members on this useful aspect of business development" said Stephen Mathias, Chairman IACC Karnataka?Ç£Our work often begins with context?Çöand being part of IACC helps us stay closer to the factors shaping that context,?Ç¥ said Sowmya Iyer, Founder and CEO of Clarity Communication. ?Ç£Whether it?ÇÖs a company entering a new geography or navigating a sensitive issue, the way we guide communication depends on how well we?ÇÖre tuned into the environment it operates in. This membership gives us another lens to view that environment, particularly as the India?ÇôU.S. business corridor becomes more layered.?Ç¥She added, ?Ç£It?ÇÖs not about more visibility for us?Çöit?ÇÖs about more perspective. We value forums that challenge assumptions, introduce nuance, and bring professionals into conversations that don?ÇÖt always happen on public platforms. That?ÇÖs the space we?ÇÖre looking to contribute to?Çöand learn from.?Ç¥Clarity Communication works with businesses across diverse industries, from early-stage ventures to established brands and MNCs offering strategic support in external communications, media relations, and stakeholder engagement. The firm?ÇÖs team operates out of New Delhi and Bangalore, with a distributed network of partners across other regions.The IACC membership is expected to provide access to curated policy briefings, sector-specific knowledge sessions, and introductions to relevant industry working groups. It also allows Clarity to listen in on conversations where strategy meets regulation?Çöhelping shape more grounded communication advice for clients with cross-border interests.

Veritas Reputation PR, specialists in financial and corporate communications, has secured the public relations mandate for Canara Bank, one of the leading public sector banks of India. The account was won following a multi-agency pitch that involved some of the top PR consultancies in India.As part of a three-year partnership, Veritas Reputation will drive strategic communications for Canara Bank to strengthen its positioning as a trusted, new-age bank delivering seamless banking experiences across India. The mandate includes corporate communications, investor relations and national media outreach across print, electronic, and digital platforms.Commenting on the partnership, Canara Bank, spokesperson said, ?Ç£Current dynamic financial landscape demands impactful communication to connect and engage effectively with all the stakeholders. We partnered with Veritas Reputation PR for their unmatched domain expertise, strong national media network and innovative approach. We are confident that our partnership will amplify our brand positioning and further solidify our thought leadership.?Ç¥Veritas Reputation PR will focus on enhancing the bank?ÇÖs corporate reputation by driving consistent messaging and building stakeholder trust through new-age PR strategies aligned with the evolving financial landscape.Hemant Batra, Managing Director, Veritas Reputation PR, added, ?Ç£We are proud to partner with Canara Bank, one of the most respected banks in India. This win reaffirms our strength in BFSI communications and our ability to deliver insight-led strategies and execute high-impact campaigns. We are excited to bring our national media network and contemporary ideas to strengthen the bank?ÇÖs ambitious vision.?Ç¥Veritas Reputation PR, running in its 8th successful business year, is known for its focus on the financial sector, combining sector knowledge and people-first culture to deliver strategic reputation management for top brands. Its diverse clientele spans all segments and sub-segments of the sector like banking & lending institutions, insurance companies, mutual fund & wealth managers, private equity, non-banking financial companies (NBFC) and new age fintech. The consultancy has won several prestigious recognitions since its launch. These include "Financial PR Consultancy of the Year" at IPRCCA 2022 by E4M, "Best Agency of the Year(Mid-size)" at Kaleido Awards 2025 by ET Brand Equity and ?Ç£Agency of the Year (Mid-size)?Ç¥ at Stakes Awards 2024 by Agency Reporter. It was recognised as the ?Ç£Agency of the Year (Bronze) at the global platform of Davos Communications Awards 2025.?Ç¥ Consultancy?ÇÖs unmatched work culture & employee-friendly policies has listed it, thrice in a row, in the ?Ç£Best Agencies to Work For (Asia-Pacific) 2022, 2023 & 2024?Ç¥ by Provoke Media and winning ?Ç£Culture of the Year (Bronze)?Ç¥ award at Campaign India PR Awards 2025.

Weber Shandwick, the earned-first global communications agency, has entered into a strategic partnership with ZENDATA Cybersecurity, a leading global cybersecurity firm, to deliver a fully integrated cyber crisis and resilience offering under Weber Advisory. The partnership combines deep expertise in cybersecurity and threat intelligence with industry-leading crisis ?+971 55 166 2557? and reputation management, offering clients a seamless solution to navigate today?ÇÖs complex risk landscape.This collaboration reflects a growing demand from boards, CEOs and communications leaders for a unified approach to cyber resilience, which addresses both the technical and reputational dimensions of modern crises. The Weber Shandwick?ÇôZENDATA Cybersecurity alliance will initially launch from regional hubs in London, Geneva and Dubai, with a view to serving clients across Europe, the Middle East and beyond.?Ç£This partnership is a powerful extension of Weber Advisory and a direct response to client needs,?Ç¥ said Alphonse Daudre-Vignier, Executive Vice President, Corporate, Weber Shandwick. ?Ç£Managing a cyber crisis has long required more than a technical fix; it?ÇÖs a test of leadership, trust and stakeholder confidence. By combining our strengths with ZENDATA Cybersecurity, we?ÇÖre giving clients the integrated capabilities they need to anticipate, manage and recover from digital threats with greater agility and authority.?Ç¥ZENDATA Cybersecurity brings cutting-edge cybersecurity services to the partnership, including proactive threat hunting, dark web monitoring, and rapid incident response. These technical capabilities will be integrated with Weber Advisory?ÇÖs proven crisis communications frameworks and strategic counsel.Steven Meyer and Isabelle Meyer, Co-CEOs of ZENDATA Cybersecurity, have noted a widespread and dangerous trend: "Companies consistently overestimate their readiness to face modern cyber threats. With this partnership, we?ÇÖre redefining what preparedness looks like. By fusing our cybersecurity expertise with Weber Shandwick?ÇÖs crisis communications leadership, we?ÇÖre helping organisations not just react, but respond with resilience and control.?Ç¥The offering will include joint cyber crisis simulations, scenario planning, real-time incident response and recovery support. The integrated solution builds on Weber Shandwick?ÇÖs recent launch of RADIUS ?Çô an operational AI-powered issues and crisis platform developed in collaboration with clients ?Çô now enhanced with ZENDATA Cybersecurity?ÇÖs cyber threat intelligence.

Ogilvy PR Asia Pacific is set to undergo a significant leadership change as Emily Poon steps down from her role as President after a distinguished 17-year career with the firm, including five years at the helm of the regional PR division. Her successor will be Richard Brett, who will expand his current responsibilities to include President of Ogilvy PR Asia Pacific, effective August 1st.Chris Reitermann, CEO of Ogilvy APAC, expressed gratitude for Poon's contributions. "Emily came to us in the beginning of the year with her desire to take a break and plan for the next chapter of her career," Reitermann stated. "During her tenure, Emily has been a driving force behind Ogilvy PR?ÇÖs strength and evolution in the region. Her leadership and dedication have shaped not only our agency?ÇÖs success and culture but also the careers of many who worked with her. We wish her all the best in her next adventures."Richard Brett Takes the HelmRichard Brett, currently CEO of Ogilvy PR ANZ and Ogilvy Health Australia, will assume his new regional role while continuing to be based in Sydney. Brett first joined Ogilvy PR ANZ in 2013 and was appointed CEO in 2018, later taking on leadership of Ogilvy Health Australia in 2021. He brings over 25 years of experience in communications consultancy and in-house leadership to his new position."I?ÇÖm honoured to step into this role and build upon the momentum Emily and our Asia and Australia teams have established,?Ç¥ said Brett. ?Ç£Ogilvy PR?ÇÖs legacy is built on a people-first culture, bold creativity and cutting-edge innovations, and I?ÇÖm excited to lead our talented teams into the future ?Çô both within Australia and New Zealand, and now the broader region."Brett also highlighted the collaborative opportunities his expanded role will present. "Continuing my leadership positions as CEO of Ogilvy PR ANZ and Ogilvy Health Australia in addition to my new role as President of Ogilvy PR Asia Pacific will also allow me to spend more time with all the talented teams across the business, providing an opportunity to foster even greater collaboration throughout the region,?Ç¥ he added.Reitermann underscored the significance of Brett's internal promotion. "As a planned succession, we are excited to have Richard, who has been leading a world-class PR operation in Australia and New Zealand, to lead Ogilvy PR Asia Pacific into our next phase of growth," he said. "We are always delighted when our capable internal talent can step up into larger leadership roles."Poon expressed full confidence in her successor, stating, "Richard is an extremely talented and values-driven leader, I couldn?ÇÖt be happier with him taking on the role. I will be cheering him and our exceptional team on as they soar to even greater heights."

PRIUS Communications, the flagship of the PRIUS Brand and Business Partner, recently created a new benchmark by amplifying a national wellness advocacy and brand campaign for Centre for Sight (CFS) ?Çö one of India?ÇÖs leading eye hospital chains ?Çö through a cutting-edge digital-first strategy. The leading PR company gave the campaign, featuring fitness icon Milind Soman, a robust push using a diversified suite of Digital PR tools. The campaign achieved a digital reach of over 17.5 million, amplified by numerous influencers. The digital PR tools deployed by Prius Brand and Business Partner included high-impact influencer collaborations, trending reels, targeted content on hyperlocal digital news platforms, integration with Bollywood and entertainment-centric digital pages, engaging blog narratives, and news articles across health and lifestyle domains. Launched across digital, print, outdoor, and in-clinic touchpoints, the campaign?ÇÖs core message blends emotional storytelling with preventive healthcare messaging. The campaign received exceptional amplification across top-tier entertainment, marketing, and hyperlocal digital platforms. It was prominently featured on PinkVilla, Mama Raazi, and Instant Bollywood, collectively delivering millions of views and engaging vast, diverse audience segments?Çöfrom Bollywood enthusiasts to marketing professionals. Hyperlocal lifestyle pages like What?ÇÖs Hot across Delhi, Mumbai, Hyderabad, Kolkata, Gujarat, and Gurugram fueled the campaign?ÇÖs regional penetration. With extensive influencer integration, the campaign successfully achieved pan-India digital resonance, ensuring strong recall not just in metro cities but also across key regional markets, reinforcing Centre for Sight?ÇÖs position as a national leader in eye health advocacy.Speaking on the healthcare campaign?ÇÖs impact, Baldev Raj, Founder and Chief, PRIUS Brand and Business Partner, said, ?Ç£We don?ÇÖt just amplify campaigns ?Çö we engineer movements. With Centre for Sight and Milind Soman, we successfully amplified a powerful narrative that transcends typical hospital advertising. This campaign redefines how health brands connect with aspirational India ?Çö through purpose, people, and platforms.?Ç¥?Ç£At PRIUS Communications, we bring a decade of objective-led experience in healthcare communications and amplifications with new age PR tools. We have successfully built brand narratives for hospitals, med-tech innovators, wellness chains, and global health campaigns,?Ç¥ added Baldev Raj. With this campaign Prius Communications also exemplifies its expertise in successfully executing brand and healthcare campaigns. Earlier, the company has successfully executed brand and PR strategies and campaigns for Apollo, Narayana Health, Medanta, JP Hospital, Paras Healthcare, SPARSH Hospitals, Enbio, Starkey, Apollo Spectra, among others. 

Brazen MENA, a leading PR agency in the Middle East with offices in Dubai and Riyadh, today announced a bold new rebrand as it celebrates its milestone: 10-year anniversary. The rebrand sees the launch of the agency?ÇÖs new, brand platform ?ÇÿB Ahead, B Brazen?ÇÖ and reflects Brazen MENA?ÇÖs evolution from PR agency to reputation consultancy and the best female owned in the Middle East* . With a view to driving greater Visibility, Reputation and Impact for its clients, ?ÇÿB Ahead, B Brazen?ÇÖ reflects a future-facing, client-first positioning, built around clear service specialisms. Created especially for the challenges brand?ÇÖs face in today?ÇÖs world ?Çô from fragmented attention, rising scepticism, and pressure to deliver ROI ?Çô the new positioning has been shaped in line with today?ÇÖs consumer who expects more; they?ÇÖre selective, sceptical and constantly choosing who to trust.  As such, brands must earn attention, shape narrative and prove value. ?ÇÿB Ahead?ÇÖ is Brazen MENA?ÇÖs solution ?Çô and serves to help clients move faster and think sharper, whilst staying one step ahead.The rebrand launches in silo with the agency?ÇÖs redefined, three-powered service model: B Social, B Lifestyle, B Corporate ?Çô specialised offerings ultimately designed to move the needle on visibility, sentiment and business results:  B Social ?Çô Strategy-led, insight-driven, social-first campaigns that convert attention into action. B Lifestyle ?Çô Consumer and culture-connected campaigns for lifestyle and experience-led brands. B Corporate ?Çô Reputation-first communications that build trust, credibility and influence across sectors.Managing Partner, Louise Jacobson, who is also a Provoke Innovator 25 ?Çô EMEA, and a Global Women in PR MENA Board Member comments: ?Ç£For the last decade, Brazen MENA has enjoyed numerous accolades. In that time, we?ÇÖve looked after 400+ brands across consumer, corporate and government sectors, won 70+ industry awards, and built long-term client partnerships based on our values of trust, performance and relevance.  ?Ç£The 10 year mark is not just an exciting milestone, but also a turning point ?Çô a chance not just to reflect, but a reset for what?ÇÖs next. We know the challenges brands face in today?ÇÖs complex, consumer driven world ?Çô and ?ÇÿB Ahead B Brazen?ÇÖ enables us to pinpoint them head on.  ?ÇÿB Ahead?ÇÖ is not just a brand line ?Çô it will serve as the lens for every strategy, every campaign and every result. Combined with our redefined, three-powered service offering, we?ÇÖre confident this rebrand will propel us forward for the next decade as we continue to expand across the GCC and beyond.?Ç¥Operating across the GCC with offices in Dubai and Riyadh servicing clients in the UAE, Qatar, KSA and the UK, Brazen MENA offers deep regional insight and bilingual team delivery. With proven results in building strategies for global and local brands, delivering press office, influencer and content execution across Gulf markets, the agency is not only the region?ÇÖs top 10 PR consultancies, but also recognised as the number one female-owned PR agency in the region.*

GCI Health, a global healthcare communications agency, has announced two key leadership appointments as it continues to expand its footprint across the Asia-Pacific region and other international markets.Kath Harrison has been appointed to the newly created role of President, International Markets, with a focus on Asia-Pacific, the Middle East, and emerging growth regions. In this role, Harrison will spearhead the agency?ÇÖs strategic expansion and client engagement across dynamic, fast-evolving healthcare landscapes.Joining her leadership team, Eddie Morton has been named Regional Managing Director, Asia-Pacific. Based in Singapore, Morton will work closely with country leads and regional specialists to deepen GCI Health?ÇÖs integrated offering across communications, public affairs, and medical strategy. He will also support Harrison in driving business growth and operational excellence throughout the region.Formerly President, EMEA, Harrison has been instrumental in GCI Health?ÇÖs rapid expansion across Europe and the Middle East. Since relocating to Dubai in 2024, she has led initiatives that have strengthened the agency?ÇÖs presence in the region. Her new appointment reflects GCI Health?ÇÖs ongoing commitment to supporting healthcare transformation in Asia-Pacific and beyond, where demand for strategic healthcare communications is surging across both public and private sectors.?Ç£Increasingly, our global healthcare clients are organizing their business around international markets, where innovation is accelerating and new benchmarks are being set,?Ç¥ said Kristin Cahill, Global CEO, GCI Group. ?Ç£Asia-Pacific remains a major engine of growth and innovation in healthcare. With Kath?ÇÖs visionary leadership and Eddie?ÇÖs deep expertise in the region, we are well-positioned to help shape the future of health for our clients.?Ç¥Morton brings more than a decade of experience in health communications and public affairs across Asia-Pacific. He joins from Sandpiper Health, where he co-led the regional health practice and advised clients on stakeholder engagement, policy strategy, and reputation management. He began his career in journalism before leading government relations and policy at Members Health, the advocacy group for Australia?ÇÖs not-for-profit health insurers. Since transitioning to consultancy, he has guided a wide range of healthcare and life sciences clients in strengthening their voice and influence across the region.?Ç£Asia-Pacific represents one of the most opportunity-rich regions globally, as healthcare evolves from disease treatment to prevention,?Ç¥ said Eddie Morton. ?Ç£I?ÇÖm thrilled to join GCI Health and build on its legacy of excellence, helping our clients connect meaningfully with patients, providers, and systems.?Ç¥As part of this leadership transition, Rikki Jones, current President, Asia-Pacific, will be leaving GCI Health in July to pursue a new opportunity.

Shangri-La Dubai announced the appointment of Anita Drahos-Nambiar as the Director of Marketing and Communications. With over 15 years of experience in the luxury hospitality and tourism sectors across the Middle East and Europe, Anita is an accomplished marketing and communications professional, bringing a wealth of industry knowledge, creativity and expertise to the team.Throughout her career, Anita has held key leadership positions with some of the world?ÇÖs most globally recognised brands, such as Caesars Palace Bluewaters Dubai, Hard Rock Hotel Budapest, Royal Caribbean Arabia and, most recently, IHG Hotels at Dubai Festival City. At Royal Caribbean Arabia, she led the marketing for Royal Caribbean International and Celebrity Cruises in the Middle East, where she oversaw brand positioning and digital campaigns as well as public relations for the regional cruise market.In her portfolio of achievements, Anita has played an important role in hotel pre-openings, successfully executing brand repositioning initiatives and destination-led marketing. She has also successfully launched dining concepts in collaboration with world-recognised chefs, bringing unique culinary stories to life. Known for her creative storytelling and strategic planning, Anita has consistently enhanced brand visibility, strengthened media presence and driven meaningful engagement with audiences.With a background in International Hospitality Management and Marketing, Anita combines global expertise with a nuanced understanding of the regional market. Her appointment signals an exciting new chapter for Shangri-La Dubai, as the hotel continues to evolve its brand presence and guest experience in the competitive luxury landscape.

Umami Comms, a creative PR agency known for its work in food, beverage, and hospitality, has established Good Juju, a spin-off ?Ç£agency-within-an-agency?Ç¥ aimed at servicing lifestyle and design-led brands across sectors such as tech, apparel, automotive, and e sports.Founded in 2017 and operating with about 40 staff, Umami Comms has built its reputation through high-impact campaigns and brand collaborations in Dubai and the wider GCC region. Its portfolio includes major activations for venues like Galaxy Bar, Tashas Group, and LPM Doha?ÇÖs anniversary event.?Ç£We have a hungry, young and creative team that has been shaking things up for the last number of years, and I strongly believe that we are ready to go toe-to-toe with the big agencies in all sectors. This is intrapreneurship in action: it?ÇÖs an agency built by our team, for our team that wants to challenge the status quo. They?ÇÖre not content to watch brands that they love from other sectors go to another shop ?Çô they?ÇÖre stepping up, creating desire and taking the reins themselves, and I?ÇÖm here for it. I'm excited to see what we can do next,?Ç¥ said Colin Hutton, Founder of Umami Comms & Good Juju.Specialist boutique agencies are increasingly emerging across the Middle East. Earlier this year, PR veterans Nick Zonnios and Lauren Hunt launched Zonnios\&Hunt, a consultancy offering tight strategic counsel and storytelling services. Meanwhile, global networks continue to expand in the region. For example, DEPT opened its Bengaluru hub, and Ogilvy recently appointed Sharon Ooi as Chief Talent Officer for Singapore and Malaysia .Against this backdrop, Good Juju joins a growing cohort of agile, mid-sized consultancies pushing into diversified verticals?Çöleveraging flexible, creative teams to challenge larger network agencies for brand mandates in lifestyle, design, and tech.What Good Juju OffersWith a clear focus on experiential, design-driven communications, Good Juju draws on Umami?ÇÖs existing strengths in event curation, brand partnerships, and creative storytelling. The new arm positions itself to deliver:Good Juju is expected to roll out its first standalone campaigns by Q3 2025. With a youthful and dynamic leadership, the spin-off aims to rapidly carve out market share among lifestyle and design-led brands in the UAE and broader GCC region. It will compete for business with both international consultancies and emerging boutiques?Çöincluding those from PR veterans and global marketing networks.

Adfactors PR has announced the appointment of Hemant Gaule as Senior Vice President ?Çô Growth & Development Initiatives. In this newly created strategic role, Hemant will focus on multiple streams including building an AI-first work culture, strengthening the firm?ÇÖs value proposition, building new practices, and execute long-term plans for leadership development. Hemant will work closely with the founders and the leadership team to curate and execute programs aimed at future-proofing the organisation. The creation of the Adfactors Academy ?Çô a one-of-its-kind leadership fast-track initiative designed to identify, nurture, and elevate emerging leaders within the firm will be an important part of his mandate. While the Academy will offer structured learning interventions, its broader mission is to make the agency future-ready, equip consultants to manage complex, ever-evolving client briefs and contribute to institutional-scale growth.Madan Bahal, Co-founder and Managing Director of Adfactors PR, said, "I have known Hemant for more than a decade, and value his clarity of thought, professional integrity, and ability to design talent architectures for the future. I look forward to working closely with Hemant in enhancing Adfactors PR?ÇÖs relevance to its clients and internal stakeholders, in an ever-changing environment."Hemant Gaule stated, "Adfactors is a firm of deep purpose and vast potential, and it is an honour to be working with the founders and the CEO who have built a market-leading institution. This role is not just about leadership development - it is about unlocking a future where Adfactors PR stands as a global benchmark for consulting excellence. We will build the systems, structures, and spirit required to take the firm confidently into the next decade and beyond."An IIM Ahmedabad alumnus, Hemant brings a rare blend of business & academic grounding. He started his career in the management cadre of the RPG Group while for the last 10 years he served as the Director and CEO of the School of Communications and Reputation (SCoRe). Hemant has been recognised by multiple industry forums including ASEAN PR Network, Reputation Today, PRovoke Media and serves on the board of IABC Asia Pacific.This appointment reflects Adfactors PR?ÇÖs commitment to institutional capability building for serving the evolving needs of India Inc., and its long-term vision to lead the profession in both business impact and human capital development.

Publsh Media Group, a leader in strategic communications, media, and brand development, has officially signed on as the exclusive sales and PR partner for the Brand Me Summit 2025, taking place at Canadian University Dubai in City Walk from 22-23 November 2025.Following a successful 2024 edition that drew over 2,000 attendees, this year?ÇÖs summit is set to triple in scale, welcoming more than 6,000 entrepreneurs, investors, executives, content creators, students and media voices from across the region and beyond.Over two immersive days, Brand ME Summit will host hands-on workshops, cutting-edge panel discussions, premium networking sessions, and keynotes from internationally acclaimed industry leaders.Dubai?ÇÖs status as a global hub for entrepreneurship continues to grow, with a pro-business regulatory environment, visionary government initiatives, and a thriving ?Ç£can-do?Ç¥ spirit that empowers startups and global brands alike. Its seamless licensing systems, 100% foreign ownership policies, and innovation-centric infrastructure have made the city a magnet for bold thinkers and disruptive businesses.Sagar Chotrani, CEO & Co-Founder of Publsh, said: ?Ç£We recognise the transformative power of personal branding in building successful careers and ventures. Our partnership with Brand ME enables us to scale that impact and help individuals craft world-class identities in today?ÇÖs digital economy.?Ç¥Kushal Desai, Managing Director & Co-Founder of Publsh, added: ?Ç£This collaboration echoes our commitment to empowering entrepreneurs and professionals with the tools to establish trust, drive influence, and grow with purpose. Together, we?ÇÖre creating a platform for strategic connection and high-value engagement.?Ç¥Brand ME Co-Founders Ayman and Ghazi Al Yaman echoed the significance of this partnership. Ayman said: ?Ç£This summit is a catalyst for personal and professional growth. With Publsh on board, we?ÇÖre elevating the experience to new heights.?Ç¥Ghazi added: ?Ç£Publsh brings unmatched energy and expertise to a summit focused on equipping people with the future of branding and leadership.?Ç¥With personal branding now linked to increased revenue, stronger talent retention, and investor appeal, Brand Me Summit 2025 is poised to further position Dubai as the epicenter of innovation, opportunity, and entrepreneurial excellence.

Lorraine Martin, a long-standing and esteemed member of the Ogilvy family, has retired after an incredible journey spanning over 27 years. Having joined the organization on March 3rd, 1997, Lorraine has been a key pillar in leading PR and corporate activities. Known for her class, professionalism, and unwavering dedication, she consistently embodied the Ogilvy spirit and served as a true ambassador for the brand.Throughout her tenure, Lorraine made a significant impact ?Çö from running a successful PR business to achieving major milestones in corporate communications. She was not only a respected colleague but also a cherished friend and a source of inspiration to many.Ogilvy has expressed immense gratitude in an internal mail for her contributions and the positive influence she had on the team and culture. As she embarks on her next chapter, Lorraine leaves behind a lasting legacy and will always be remembered as a valued member of the Ogilvy family.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In conversation with Adgully, Anjali Digari, PR Group Head at Cha-Chi Communications, shares insights from her dynamic journey in the communications industry ?Çö from starting out as an intern to now leading strategy for 100+ brands across sectors. Known for her sharp storytelling instincts and deep understanding of media, Anjali reflects on building long-term journalist relationships, navigating crises with creativity, and balancing traditional PR with digital-first innovation, all while championing authenticity and team agility at the heart of her approach. From your first day in PR to now leading brand strategy across 100+ brands ?Çö what?ÇÖs been the most defining moment of your journey so far? I started as an intern at Ogilvy, but my true journey began with Cha-Chi in 2018. I had the opportunity to work with early-stage startups and underdog brands, many of whom we continue to work with even today. BEING part of their growth stories and watching them evolve into strong, recognizable names in their sectors has been the most fulfilling part of my career. There?ÇÖs nothing more rewarding than growing together and celebrating those milestones side by side. With so many verticals under your belt ?Çö F&B, D2C, Fashion, Tech, and more ?Çö how do you tailor communication strategies across such diverse industries without losing authenticity? It all begins with clarity on the PR objective, are we building awareness, attracting investors, enhancing founder visibility, or driving partnerships? Once that?ÇÖs locked in, everything else is layered on. Understanding the brand?ÇÖs tone, audience, and market nuances is critical. Authenticity comes from that foundation, from not forcing a template approach but crafting stories rooted in the brand?ÇÖs truth. Media relations remain at the heart of PR. How do you sustain strong relationships with journalists and editors in this fast-paced, content-saturated age? It takes time, consistency, and respect. Over the last 7 years, face-to-face media rounds, coffee catch ups, and just being genuinely curious about what they write have helped build trust. The real game-changer is relevance ?Çö when you pitch stories that align with a journalist?ÇÖs beat and interest, it signals that you?ÇÖve done your homework. That mutual respect goes a long way. Crisis communication can make or break a brand. Can you share a challenging moment where your team turned a potential crisis into a PR win? Earlier this year, Burger Singh?ÇÖs website was hacked by a Pakistani group, an unexpected situation that could have posed a reputational risk or triggered negative coverage. But instead of reacting defensively, we stayed true to the brand?ÇÖs irreverent, desi humour and responded with a witty, tongue-in-cheek message. The response struck a chord, gaining rapid traction across digital platforms. Interestingly, the brand?ÇÖs website received nearly double the usual traffic in the days that followed. What started as a crisis turned into a visibility boost, proving how tone-aligned, timely communication can turn disruption into a brand-strengthening moment. You?ÇÖve led both traditional and new-age communication efforts. What?ÇÖs your take on how influencer outreach and digital-first PR have reshaped brand reputation today? Traditional PR and digital outreach are no longer separate silos, they complement each other. While traditional PR helps build credibility through earned media and trusted publications, influencer campaigns can amplify messaging and take it straight to target communities. Together, they create a 360?? brand presence. One builds trust; the other fuels reach. What are some tools, routines, or mindsets you use to lead teams efficiently while balancing strategic planning, execution, and client management? Leading a team with diverse backgrounds, from ex-journalists to digital-first specialists, brings depth and agility to our work. To keep everyone aligned, I rely on clarity in briefs, consistent check-ins, and a culture of ownership. We regroup every morning to plan and prioritise, and review progress weekly. We?ÇÖve also integrated Cha-Chi Tech, an in-house tool that streamline processes, track tasks, and give real-time visibility into project status. Weekly or fortnightly check-ins with clients are built into our calendar ?Çö ensuring transparency, alignment, and momentum across every mandate. Automation has helped cut down repetitive work like reporting and coverage logs, allowing the team to focus on what really matters: strategy, storytelling, media relations and client impact. It?ÇÖs all about balancing structure with space to think. ??What advice would you give to young professionals entering the world of communications today? What should they unlearn and what should they double down on? Unlearn the idea that PR is all about glamorous events or instant visibility. Real PR is strategic, research-driven, and consistent. Double down on curiosity, read more, question more, learn how the media works. And don?ÇÖt underestimate the power of relationships with both clients and journalists. If not PR, what alternate career path could you see yourself thriving in ?Çö and why? Something creative for sure! If not PR, probably as a fashion designer or a content creator. Both let you build something original, stay culturally connected, and keep the work as dynamic as the world around you. 

Zuno General Insurance, formerly Edelweiss General Insurance, has appointed Hashtag Orange (Mumbai) as its communications agency after a multi-agency pitch.This collaboration comes at a pivotal moment in Zuno?ÇÖs journey, as the brand continues to redefine how general insurance connects with today?ÇÖs digitally savvy, younger audiences. Hashtag Orange will be responsible for managing both internal communications covering HR, employee engagement, and employer branding, and external communication, including product launches, and brand campaigns. Demonstrating the partnership's early momentum, Zuno and Hashtag Orange celebrated World Music Day with a genre-defying musical campaign. The brand launched 'Hai Safar Ye Chill Wala'?Çöan original track reimagined in six distinct musical genres using AI, allowing listeners to choose their 'drive vibe.'The agency had previously conceptualized and executed the much-talked about-Vivaan campaign, with films directed by Gaurang Menon, which made a strong mark in the insurance category last year.Ketan Mankikar, Marketing Head at Zuno, shared his thoughts on the partnership:?Ç£We, at Zuno, are on a journey to reimagine insurance to make it easy, friendly, and transparent. With Hashtag Orange, we?ÇÖve found a partner that truly understands our brand ambition and the importance of crafting communication that?ÇÖs both consistent and compelling. Their strategic depth, creative edge, and understanding of our transformation journey made them the natural choice for this mandate.?Ç¥Mukesh Vij, Founder & CEO, Hashtag Orange, expressed his excitement:?Ç£Zuno is challenging conventions in the insurance space and that?ÇÖs exactly the kind of brief that excites us. This partnership goes beyond campaigns; it?ÇÖs about co-creating a brand story that reflects people?ÇÖs lives, aspirations, and expectations in today?ÇÖs world. From core brand messaging to integrated outreach across consumer and employee ecosystems, we?ÇÖre eager to shape something truly resonant and future-forward.?Ç¥Gaurang Menon, Regional & Creative Head West, Hashtag Orange, added:?Ç£This collaboration is about building from the inside out. Zuno has given us the creative freedom to think big, act meaningfully, and connect across touchpoints, whether it?ÇÖs shaping a strong employer brand or launching breakthrough marketing. It?ÇÖs the kind of mandate every creative team hopes for: brave, strategic, and full of opportunity.?Ç¥More than a client-agency relationship, this is a creative collaboration grounded in purpose. Together, Zuno and Hashtag Orange aim to craft a brand journey that speaks not only to consumers, but also to employees, partners, and communities alike.

Sony Middle East and Africa has appointed Ruder Finn Atteline, a global integrated marketing and communications consultancy and the MENA arm of the Ruder Finn group, to manage its regional PR communications mandate across the Middle East. The agency will lead strategic PR Communications for Sony?ÇÖs consumer electronics division, covering Saudi Arabia, UAE, Qatar, Kuwait, Bahrain, Oman and Egypt.Ruder Finn Atteline?ÇÖs appointment includes handling Sony?ÇÖs BRAVIA televisions, home audio systems, advanced digital imaging products, audio solutions such as the newly expanded ULT Power Sound series, and the INZONE range.The partnership follows Ruder Finn Atteline?ÇÖs recent brand refresh and strategic senior appointments, strengthening the agency?ÇÖs expertise in consumer and corporate communications.Sophie Simpson, Managing Director of Ruder Finn Atteline ?Çô MENA, commented: ?Ç£Sony is a brand that resonates globally, but also connects deeply with audiences here in the region. This partnership reflects the kind of work we want to do more of ?Çô bold, meaningful, and built on shared ambition, while also fulfilling Sony?ÇÖs purpose to fill the world with emotion through the power of creativity and technology[1]. As we continue to expand our presence in the Middle East & North Africa, our focus remains on creating real impact for all our clients. Collaborating with iconic brands like Sony propels us closer to our goal of shaping the future of communications through culture and creativity.?Ç¥Jobin Joejoe, Managing Director, Sony Middle East and Africa, added: ?Ç£At Sony, our ambition is fueled by a relentless drive to inspire and fulfil the curiosity of our audiences across the MENA region. We believe in creating meaningful experiences that go beyond technology. Experiences that connect with people on a deeper, more personal level.  Our partnership with Ruder Finn Atteline is a natural extension of this vision. As an agency with strong regional insight and a grasp of evolving market dynamics, Ruder Finn Atteline brings both local relevance and strategic expertise to the table. Just like our People Philosophy, ?ÇÿSpecial You, Diverse Sony?ÇÖ this further embodies our inclusive approach to craft integrated, high-impact communications strategies to showcase the depth, diversity, and values in the region.?Ç¥As a creative entertainment company, Sony continues to shape cultural and immersive experiences across the region through its innovation in home entertainment, personal entertainment, digital imaging gaming, and storytelling. In recent months, the brand has spotlighted several key launches, including new home and personal entertainment offerings at the W Hotel in Abu Dhabi in April, and the launches of the REON Pocket Pro and flagship noise cancelling headphones WH-1000XM6 in May.With a multitude of launches in the pipeline, Sony remains committed to delivering inspiring content and cutting-edge technology across the region. Ruder Finn Atteline will continue to support Sony?ÇÖs story through integrated communication strategies rooted in the Middle East market, evolving entertainment trends, and shifting digital consumption patterns to keep connected with its customers.

Strategic communications and media outreach agency Studio Talk won the gold at the 2025 PRWA Excellence Awards, in Tokyo. It won the PRWA Excellence Awards 2025, after being shortlisted among seven international campaigns backed by top global PR agencies.Studio Talk scooped this honour for the media outreach for the path-breaking Alli Serona Campaign in Bengaluru. This was the very first time that Studio Talk competed in any category and the PR World Alliance noted this achievement in a LinkedIn post, "Big congratulations to our new member Studio Talk who took home the win at their first GA!"Studio Talk's work for the Purpose campaign - Alli Serona, a collective in Bengaluru, Karnataka, focused on the struggles of underserved women from the informal workforce. The name itself ('Let's meet there?ÇÖ) in Kannada, underlines the importance of spaces where women can connect and advocate for change in areas like public transportation.Studio Talk works extensively in the Social Development sector, alongside a strong presence in Aviation, Education, Consumer Durables, Technology, Publishing, Entertainment, and Live Events. Operating across India, the UAE, and Africa, their diverse portfolio reflects a deep understanding of both mission-driven initiatives and dynamic commercial industries helping them deliver impactful communication and engagement strategies tailored to each domain and region.Managing Partner Mahrukh Inayet says: "We are thrilled to have won for this particular project because it took us to the heart of an important story where our team interacted with civil society organizations, artists, designers, and think tanks, to amplify the voices of informal workers and bring their perspectives to the forefront of city planning and development."Managing Partner Vikram Sawant adds: "As an agency with an international footprint, it is very important for us to also stay connected with grassroots issues. We will continue to bring a global as well as rooted perspective on developing stories across multiple content streams. We hope to stay ahead of the learning curve and adapt to evolving models of information and communication."The other two finalists with stellar campaigns were; The Bepublic Group from Brussels and Denterlein from Boston.The PR World Alliance is an international network of premier communication agencies.(Image: Centre Studio Talk Managing Partners Mahrukh Inayat (Black Top) Vikram Sawant (Brown Jacket) wins Gold at the PRWA Excellence Awards 2025 in Tokyo)

Huawei, the leading global provider of information and communications technology infrastructure and smart devices, has appointed Memac Ogilvy as the public relations partner for its two core businesses: Huawei Consumer Business Group (CBG) for UAE, and Huawei Information and Communication Technology (ICT) for Middle East.The partnership comes as Huawei pushes the boundaries of connectivity and innovation in line with its mission to bring digital to every person, home and organisation for a fully connected, intelligent world.Memac Ogilvy will provide the full suite of PR services for the two Huawei businesses, including communications strategy, media relations, thought leadership, influencer engagement and campaign development to drive Huawei?ÇÖs ambitious growth agenda and future-focused objectives in the region.Leveraging its integrated communications expertise and strong media network, Memac Ogilvy will deliver bold, impactful communications strategies that engage consumers, inspire industry stakeholders, and strengthen relationships with strategic partners across the UAE.Saad Abu Touq, Managing Director ?Çô PR, UAE, at Memac Ogilvy, said: ?Ç£Huawei has cemented its position as a global innovation leader, shaping how people connect, communicate, and experience the world. In the UAE, the brand continues to evolve, expand and inspire customers and businesses across every touchpoint. We are honoured to be part of Huawei?ÇÖs incredible growth journey and will focus on delivering integrated storytelling and borderless creativity, two offerings that set us apart. This strategic partnership is another opportunity to push the boundaries of brand communications, drive meaningful engagement and support Huawei in realising its ambitious vision in building a fully connected, intelligent world.?Ç¥Rima Taha, Director of PR & Communications, Middle East & Central Asia at Huawei ICT and Saeed Klaib, Director of Communications and Public Relations at Huawei CBG, said ?Ç£Huawei CBG and Huawei ICT are proud to appoint Memac Ogilvy as their strategic communications partner. With a deep understanding of our brand ethos and a proven ability to translate vision into impactful storytelling, Memac Ogilvy is uniquely positioned to bring our narrative to life for audiences in the UAE and beyond. Their exceptional track record, creative excellence, and regional expertise make them the ideal partner to amplify Huawei?ÇÖs presence and foster deeper, long-term engagement with key audiences across the region.?Ç¥Huawei CBG is behind some of the world?ÇÖs most popular smart devices ?Çö from smartphones and wearables to tablets and cloud services ?Çö creating seamless, intelligent experiences for millions of users. Renowned as one of the top global smartphone manufacturers, Huawei CBG consistently delivers exceptional user experiences across its device ecosystem.Huawei?ÇÖs ICT division powers digital transformation through AI, cloud computing, and connectivity with a focus on cybersecurity & talent cultivation, underlining the company?ÇÖs vision for a fully integrated, intelligent future.

Secret Sauce, a national Corporate Reputation, PR and Communications agency has been appointed as the PR and Corporate Reputation partner for Bindu Fizz Jeera Masala, a leading Food and Beverage Company from Karnataka with a legacy of 25+ years. This announcement comes at a time when House of Bindu is aiming at a nationwide expansion with their flagship brand Bindu Fizz Jeera Masala and Secret Sauce shall be instrumental in driving this growth through a focused corporate reputation and PR strategy at a national level. The partnership with House of Bindu will focus on enhancing their brand reputation, driving thought leadership initiatives, and executing strategic PR campaigns.With ethnic flavors gradually becoming the choice of the younger generation and capturing hearts, organizations such as SG Corporates which are poised to focus on their next phase of growth with a nationwide rollout of their popular Bindu Fizz Jeera Masala ?Çô across the country.To accelerate its national presence, Bindu will create a stronger connect across consumers and cultures in India and drive a nationwide appeal in positioning a Jeera drink for the youth especially the GenZ.Megha Shankar, Director Strategy & Marketing, SG Corporates which owns House of Bindu and Praveen Capital, said, "Bindu with its rich legacy in South India & as a proud Make in India brand, is now set to expand nationwide, introducing our much-loved Bindu Fizz Jeera Masala to a wider audience while staying true to our roots. Our focus is bridging tradition with innovation to make the brand relevant for today?ÇÖs Gen Z and millennial consumers. With this partnership, we aim to create strong consumer connections and establish Bindu as one of the leading beverage brands across India."Shalini Gupta, Founder & Director, Secret Sauce Communications Pvt Ltd, said, ?Ç£We are happy to partner with House of Bindu which has a rich legacy and strong consumer connect. With our unique narrative, thought leadership and PR approach in crafting an identity we hope to manage perceptions and thus help them gain new market success. This association is a testimony to the dedication and impact-driven approach of our team. Our goal is to partner and position House of Bindu as a leading food and beverage company with innovative ethnic flavors and strong sense of the customer pulse across India?Ç¥SG Corporates is rooted in the entrepreneurial journey of Sathya Shankar, which began in 1987 with an automobile spare parts shop in Puttur. Recognizing business opportunities, Mr. Shankar expanded into auto finance, establishing Praveen Capital in 1994. His foray into manufacturing started with Bindu Mineral Water, a packaged drinking water brand, which led to the formation of SG Corporates and paved the way for its presence in the beverage industry. Today, SG Corporates encompasses numerous beverages brands and extends beyond beverages into organic farming, fruit processing, and packaged foods through Megha Fruit Processing Private Limited or House of Bindu. The overarching mission of the SG Group is to deliver "the taste of happiness" to its consumers. The Company is in existence since 20+ years and has a robust distribution network covering almost all Southern States. In addition, over last two years the company has expanded its distribution PAN India in the states of Maharashtra, Goa, Orissa, West Bengal, further to Madhya Pradesh, Gujarat, Chhattisgarh, Uttar Pradesh. The Company has a network of 20+ warehouses spread across 7 states, 1,500+ distributors and over 200,000+ Active Outlets. The Company?ÇÖs products are well accepted and are known for their quality, taste and customer service. This is in line with the promoter?ÇÖs vision of SG ?Çô ?Ç£pure taste of happiness?Ç¥. 

PRandit Solution Pvt. Ltd. has been awarded the strategic communications mandate for Strrot, one of India?ÇÖs leading destinations for global luxury interiors and design collectables. The partnership is poised to shape the brand's public narrative as it continues to redefine the intersection of design, art, and lifestyle in the Indian market.This collaboration builds on a long-standing professional association between PRandit and Strrot?ÇÖs founder, Sidhant Lamba, and will encompass media strategy, editorial curation, and brand storytelling. The engagement marks a significant milestone in PRandit?ÇÖs growing luxury portfolio, further strengthening its design vertical.Founded on the philosophy of ?Ç£living with art,?Ç¥ Strrot is home to a carefully curated collection of rare and collectable objects, furniture, and d??cor pieces. Its flagship store in New Delhi showcases four international design houses:Seletti (Italy) ?Çô Celebrated for its whimsical, surreal take on pop culture, Seletti offers functional pieces that blend art with irreverence, resonating with India?ÇÖs emerging Gen Z luxury buyers seeking bold statements.Driade (Italy) ?Çô A visionary in avant-garde design, Driade brings contemporary Italian furniture that celebrates innovation and individuality, aligning with India?ÇÖs fast-evolving design sensibilities.Lotus Arts de Vivre (Thailand) ?Çô Known for its handcrafted statement pieces that incorporate exotic materials like scarab wings, ebony, and abundant use of sterling silver, this heritage house reflects traditions of intricate craftsmanship and a flair for maximalist design.Ebano (Spain) ?Çô Debuting in India through Strrot, Ebano presents sculptural artworks meticulously crafted from semi-precious stones like amethyst, pyrite, and quartz. These timeless creations embody refined elegance and deeply resonate with themes of passion, purity, and personal connection, while reflecting the country?ÇÖs rich spiritual and artistic traditions.In addition to its international selections, Strrot also offers a bespoke home collection, ranging from one-of-a-kind furniture to curated d??cor accessories?Çöeach designed to complement refined Indian homes and lifestyle spaces.PRandit, known for its bold and narrative-led approach, will not only lead Strrot?ÇÖs media outreach but also serve as a strategic partner across brand positioning and storytelling. As a leading PR firm working across emerging and premium sectors, PRandit is increasingly partnering with design-led brands to shape how they are perceived, merging deep sector understanding with editorial finesse.Shalu Jha, Co-founder of PRandit, added, ?Ç£Strrot represents a rare confluence of global artistry and Indian ethos. We?ÇÖre excited to build compelling editorial conversations around its evolving design language. Having worked with Sidhant before, this collaboration is rooted in a mutual commitment to excellence and aesthetics.?Ç¥Sidhant Lamba, Founder of Strrot, said: ?Ç£At Strrot, we don?ÇÖt just sell products?Çöwe curate stories. Every object we house reflects an emotion, a history, and a craft. With PRandit, we have a partner who understands the nuance and narrative behind each of these.?Ç¥As Strrot prepares to unveil the Ebano sculpture collection this June, it signals the beginning of a new phase in the brand?ÇÖs India journey?Çöone that will be marked by limited-edition showcases, deeper storytelling, and immersive luxury retail experiences.

India is not just a country?Çöit?ÇÖs a continent in disguise. With a population of 1.4 billion spread across 28 states, 8 union territories, 22 official languages, and hundreds of dialects, India doesn?ÇÖt function as a single market but as a collection of diverse mini-markets. For global brands, this complexity presents both a daunting challenge and a game-changing opportunity.Recognizing the need for nuanced, locally rooted communication strategies, Bloomingdale Public Relations?Çöone of India?ÇÖs leading communications consultancies and the India partner of global network IPREX?Çöhas released a white paper titled ?Ç£Decoding India: The PR Landscape 2025.?Ç¥ The paper provides a deep dive into India's multilayered communications environment, shedding light on the socio-political, economic, and cultural forces that shape how stories are consumed and influence is earned.Launched during a closed-door webinar hosted by IPREX and moderated by Harri Kammonen, EMEA President of IPREX and CEO of Finland-based agency Manifesto, the white paper positions public relations not as a support function but as a core business imperative in India?ÇÖs high-stakes, dynamic market.?Ç£Today, PR in India is far more than press releases and events,?Ç¥ said Vikram Kharvi, CEO of Bloomingdale PR and author of the white paper. ?Ç£From regional influencer campaigns to CSR storytelling and crisis communication, brands must develop cultural intelligence and digital agility to resonate locally and scale nationally.?Ç¥With over 806 million internet users and 25 million more joining each year, India is among the world?ÇÖs fastest-growing digital economies. But as Kharvi points out, ?Ç£Digital India is not homogenous.?Ç¥ From hyper-local memes to regional language reels, what goes viral in one state may be irrelevant in another. This is where public relations?Çögrounded in local insight and cultural empathy?Çöplays a critical role.India?ÇÖs demographic skew adds another layer of complexity. With more than 50% of the population under 30, the youth are not just consumers?Çöthey are creators, critics, and cultural barometers. For brands, this means staying agile, authentic, and constantly in conversation.?Ç£At IPREX, we?ÇÖve seen that the biggest barrier?Çöand opportunity?Çöfor businesses entering new markets is understanding local business culture,?Ç¥ said Anu Gupta, APAC Regional President of IPREX and Director at APRW. ?Ç£That?ÇÖs why our global network focuses on local expertise. Asia Pacific, and especially India, represents a high-growth region with enormous cultural depth.?Ç¥The white paper serves as a strategic roadmap for brands aiming to break through in India?Çönot just by showing up, but by standing out. It outlines how region-specific storytelling, credible advocacy, and long-term reputation-building are key to success.

Centurion Properties, a real estate developer in Dubai, has appointed Media Mantra Consulting as its official PR and communications partner. The strategic collaboration aims to amplify Centurion?ÇÖs brand visibility, strengthen its digital presence, and support its growth trajectory across the UAE?ÇÖs dynamic real estate sector.Under the new mandate, Media Mantra Consulting will deliver a full spectrum of communication services including strategic PR counsel, media outreach, brand reputation management, digital communications, and crisis preparedness. The agency will work closely with Centurion Properties to highlight its premium developments and thought leadership in urban innovation.Commenting on the partnership, Udit Pathak, Founder Director, Media Mantra Consulting, said: "We are thrilled to partner with Centurion Properties, a brand that embodies design excellence and urban foresight. Our integrated communication approach will help build deeper engagement with stakeholders and position Centurion as a leading voice in the Dubai real estate narrative."Founded in 2013, Centurion Properties has earned a reputation for building sustainable, design-forward communities, with successful projects such as Sola Residences and Flora Isle. With five projects already delivered, five more in development, and a robust pipeline of over ten future launches, Centurion is rapidly reshaping Dubai?ÇÖs skyline.Moksh Garg, Chief Marketing Officer, Centurion Properties, added: "Media Mantra?ÇÖs expertise in real estate PR makes them the ideal partner as we continue to scale. Their strategic insight and communication acumen will be crucial in telling our brand story and engaging with our customers and stakeholders effectively."This partnership also reaffirms Media Mantra Consulting?ÇÖs growing footprint in the region, especially within the real estate communications space. The agency?ÇÖs Dubai office has become a go-to partner for brands seeking to build resonance and relevance in the competitive Gulf market.

Esha Ahuja has announced her new role as Assistant General Manager - Corporate Communications at Blue Star Limited, a leading provider of air conditioning and commercial refrigeration solutions in India.Esha shared the update via LinkedIn, expressing her excitement about the new chapter in her professional journey. Prior to this, she served as Deputy Manager ?Çô Corporate Communication & Branding at Bosch, where she played a significant role in driving brand visibility and strategic communication initiatives.With a strong background in corporate storytelling, branding, and stakeholder engagement, Esha?ÇÖs appointment marks a key addition to Blue Star?ÇÖs communications leadership as the company continues to strengthen its corporate reputation and brand presence.

Liminal Custody, a trusted name in digital asset custody and wallet infrastructure, is proud to announce the appointment of Aanandita Bhatnagar as Associate Vice President and Global Head of Brand and Communications, and Arnab Das will lead India Communications and Corporate Affairs.Aanandita joins the global communications team of Liminal from Singapore, where she will lead branding and communications efforts across all global markets. Complementing her role, Arnab Das will lead India market communications and corporate affairs, strengthening Liminal?ÇÖs local positioning and regulatory engagement in one of its most critical growth markets.A seasoned communications professional with 23 years of expertise, Aanandita has built and led high-impact branding, transformation, and reputation campaigns for global technology giants including NetApp, Cisco, and Texas Instruments. She has played a key role in elevating employer brands, building executive visibility, and leading award-winning storytelling initiatives across diverse markets.Arnab Das is a seasoned journalist and communications leader with 27 years of experience spanning broadcast media, fintech, blockchain, and crypto. He began his career with leading media organizations such as NDTV, India Today, CNBC, and Bloomberg UTV, before transitioning into leadership roles in fintech and Web3, including at platforms such as CoinDCX and Tap Invest. Arnab has consistently driven brand visibility, built strategic alliances, and spearheaded corporate reputation efforts with a focus on regulated market growth.?Ç£We are thrilled to welcome Aanandita and Arnab to the Liminal team. Their extensive experience in integrated marketing communications and reputation management across the technology and finance sectors is precisely what we need to enhance the clarity and recognition of our brand. Under their leadership, we look forward to significantly boosting our market presence,?Ç¥ said Mahin Gupta, Founder of Liminal.Speaking on her appointment, Aanandita said, ?Ç£I am eager to build a globally recognized brand for Liminal that is synonymous with security and trust in the evolving Web3 landscape.?Ç¥?Ç£India is fast becoming the epicenter for global tech innovation, products and service development hub and for us it goes the same. We?ÇÖre committed to strengthening this position while driving compliance-first, regulatory-aligned growth through institutional engagement?Ç¥ said Arnab.Aanandita and Arnab?ÇÖs appointment reflects Liminal?ÇÖs focus on combining innovation with credibility in its mission to secure the digital asset economy. As the company expands into new markets, their leadership will play a critical role in strengthening Liminal?ÇÖs reputation among regulators, partners, and customers worldwide.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In conversation with Adgully, Surabhi Trivedi, Founder of Media Maniacs Group, shares her perspective on how public relations has transformed from being media-centric to becoming a powerful tool for strategic storytelling, reputation management, and brand-building in the digital age. With over 15 years in the industry, Trivedi highlights the importance of authenticity, data-driven insights, and hyper-local narratives in PR today. She also delves into how Media Maniacs is navigating challenges like influencer fatigue, real-time crisis communication, and the ever-expanding digital noise?Çöwhile continuing to build trust and lasting brand equity across diverse markets. How has the role of PR evolved in the last decade, especially with digital and social media blurring the lines between marketing, content, and communication? When I began in PR 15 years ago, it was a world defined by print coverage - success was measured in column inches. Today, everything has changed ?Çö digital platforms, social media and the influencer ecosystem have changed the way we engage with audiences. PR is no longer just a press release, or media placement, and is not limited to a press release and media placement, it is storytelling, thought leadership, real-time management of reputation, and content strategically planned across channels. PR has evolved to encompass all aspects of media, including, media outreach, crisis communications, influencer partnerships and more. However, there is a gap ?Çö many people still hold the perspective that PR means just media coverage. The value of PR is the ability to build credibility, trust and long-term brand reputation. It is time we change the narrative. Crisis communication has become a core part of PR today. What?ÇÖs your go-to approach when a brand is under public scrutiny? Crisis communication is a significant component of public relations in a fast-paced digital landscape. Our role as consultants is to buffer client reputations during high-pressure situations. The first step is to understand the full scope of the situation, including what happened, why it happened, and how the brand sees it internally. If the brand's actions are justified, we would recommend a quick turnaround with transparent and clear communications. However, if there was a misstep, we would need to steer clear of defensiveness, and leverage positive and honest conversations that elicit empathy. Rather than bury the situation, there is an opportunity to re-establish the consumer's trust in the brand by recapping the brand values, previous contributions made before the situation occurred, and attention towards moving forward. In a crisis, consistency, clarity, and integrity are imperative. Many clients still see PR as just media visibility. What misconceptions about PR do you encounter most often?Çöand how do you address them? Sure, media visibility comes primarily from PR efforts ?Çö but that?ÇÖs only one way to think about PR. There are a lot of misconceptions including thinking PR is only about ?Çÿgetting featured?ÇÖ. PR is a strategic communications tool and it's about managing perception, establishing credibility, and establishing a long-term brand presence. To that end, PR today is about storytelling from multiple touch points, including newer platforms like podcasts, LinkedIn, YouTube, and influencer partnerships ?Çö not just traditional media. For example, startups launching new products and creating buzz has happened before advertising budgets existed. We can see from them that creating a compelling story, with earned presence, builds trust and creates influence. In a world driven by instant gratification, how can PR professionals create campaigns that build lasting brand equity rather than momentary buzz? In a world of instant gratification and ?Çÿviral?ÇÖ trends, brand equity does not happen overnight. For PR professionals, the magic is in the brand storytelling, the authentic messaging, and the value-driven content. Rather than getting caught up in the latest trend, we concentrate on brand campaigns that represent the brand?ÇÖs values, creating trust and deepening the audience?ÇÖs relationship with the brand. Because, at the end of the day, real impact does not arise from reach alone ?Çö it arises from relevance. What are some challenges PR agencies face today that weren?ÇÖt as pressing five years ago? How is Media Maniacs adapting to these changes? Key Challenges PR Agencies Face Today: Cutting through digital noise in a world overloaded with platforms and content. Meeting audience expectations for real-time, multi-channel engagement. Balancing AI-driven efficiency with the need for ethical, meaningful storytelling. Navigating influencer fatigue and rising demand for authenticity. Managing growing scrutiny around data privacy and ESG transparency. Responding to crises in real time as news breaks 24/7 across social media. How Media Maniacs Is Rising to the Challenge: Blending PR with digital power through integrated, cross-platform campaigns. Using AI for insights, not shortcuts ?Çö keeping the human touch in every story. Partnering with credible micro-influencers to build trust and engagement. Monitoring media in real time for faster, smarter crisis response. Leading with transparency by aligning clients with data laws and ESG expectations. Data and PR?Çöhow do you see analytics shaping media relations, storytelling, and overall campaign strategies in the PR industry? While in today?ÇÖs PR world, data isn?ÇÖt just valuable, it?ÇÖs a catalyst for change. Data informs almost every tactic we employ, from identifying targeted media contacts and building compelling pitches, to gaining insights for developing future communications. At Media Maniacs, we don?ÇÖt just analyze what succeeded, we use data and timely insights to help you modify messaging, maximize content impact, and demonstrate the return on investment to our clients. The other phenomenal quality of data? It?ÇÖs forward looking. We leverage data to help us with trend forecasting, building smarter PR tactics, and ultimately developing campaigns that our clients can trust are creative and performance based. It?ÇÖs PR by design - and on purpose. Regional PR is gaining momentum, especially in Tier 2 and Tier 3 cities. What unique opportunities or challenges have you observed while building narratives in these markets? Regional PR in Tier 2 and Tier 3 cities in India represents a treasure trove. These markets are a trust-based, community spirit, and cultural connection. Audiences are incredibly engaged and the Rosen complete stories that are credible and contextually relevant. However, the regional trust-based, community spirit, and cultural connection do not come without challenges to function within - challenges from basic media infrastructure to adopted digital media at a slower pace and highly hyper-local messaging; this is why you need to be strategic. Media Maniacs accommodate the challenge of contexts, culture, languages (in the diversity of the languages) and our thinking goes beyond translation to connection with local media and storylines that are far beyond surface level contextual. In these markets, relevance is everything, not maybe. What advice would you give to PR professionals looking to stay relevant and future-ready in this fast-evolving industry? Curiosity is your superpower in a rapidly-changing PR landscape. Continue to explore, whether it's new digital channels, new AI tools, or new media trends. Don?ÇÖt just create media lists?Çöcreate relationships based on real connections. And most importantly, be authentic. Today, it is less about being observed and wholly about being trusted. Value-driven stories drive differentiation among brands. Because in PR, relevance is not a function of noise?Çöit is earned by trust. 

PRCA Mena, the regional arm of the world?ÇÖs largest PR body, has launched its first-ever regional podcast, Al Sidq (Arabic for ?Çÿthe truth?ÇÖ), a platform dedicated to real and honest conversations with the most influential voices in PR, media and communication. Hosted by head of PRCA Mena and seasoned journalist, Conrad Egbert, Al Sidq goes beyond the headlines to uncover the real stories, perspectives, and thought processes that shape the industry. From career-defining moments to reflections on the region?ÇÖs evolving media ecosystem, the podcast brings together decision-makers and change-drivers for frank, engaging dialogue. The debut episode features C-suite leader and communication expert Camilla D?ÇÖabo and co-founder and owner of Seven Media Gregg Fray ?Çô two of the region?ÇÖs most respected communications professionals. Their conversation explores personal and professional milestones, the evolution of agency life and the direction in which the industry is headed. Conrad Egbert said: ?Ç£The PRCA Mena?ÇÖs new ?Çÿvodcast?ÇÖ is essentially about people, the human mind and what makes it tick. Set in a relaxed, casual setting, Al Sidq is a comfortable space for unfiltered, and sometimes even uncomfortable conversations with those shaping the region?ÇÖs narrative ?Çô their wins, their challenges and how they see the road ahead. Its primary purpose is to pick the brains of regional experts, while shining a spotlight on the immense creativity that this region adds to the global collective.?Ç¥  The first episode drops 15 July with new episodes released every two months.

You know how a great dish isn?ÇÖt just about the ingredients?Çöit?ÇÖs about getting the combination just right. That?ÇÖs how brands work, too. A sprinkle of advertising, a dash of digital marketing, a strong base of PR?Çöand boom, you?ÇÖve got something worth noticing. But if you leave out PR? You?ÇÖre serving a bland dish no one remembers.Why PR Can?ÇÖt Stand Alone AnymorePR used to mean getting your brand?ÇÖs name in the papers. Maybe landing a TV spot, if you were lucky. Today? It?ÇÖs a whole different game. Consumers jump from Instagram to a news site to an influencer's story within minutes. If your brand sounds different everywhere, you?ÇÖre just noise. That?ÇÖs why modern PR must work with the full marketing mix, not apart from it.Visibility is good. Visibility with strategy is gold.In fact, according to HubSpot, brands that align PR and marketing strategies see 36% faster revenue growth compared to brands that don?ÇÖt. Alignment isn?ÇÖt a luxury anymore?Çöit?ÇÖs a multiplier.What a 360?? Strategy Actually Looks LikeHere?ÇÖs the deal:?Çó PR gets your story out.?Çó Digital marketing makes sure the right people see it.?Çó Influencer marketing adds credibility.?Çó Content marketing builds depth.?Çó Ads push the final nudge.When all of these are singing the same tune, that?ÇÖs when real magic happens. Customers don?ÇÖt just recognise you?Çöthey trust you. And trust converts.Think of your brand as a band. PR is your lead singer. But without drums, guitar, and bass (aka, digital, influencer, advertising), even the best singer can?ÇÖt pull off a show worth remembering.The 4Ps Meet the PR RevolutionTraditionally, the 4Ps were simple:?Çó Product: What you sell?Çó Price: What you charge?Çó Place: Where you sell it?Çó Promotion: How you talk about itToday, smart brands weave PR right into all four:?Çó Product: Position it through stories, not specs.?Çó Price: Frame value through earned credibility.?Çó Place: Show up organically where your audience lives.?Çó Promotion: Amplify the message consistently across earned, owned, and paid media.Done right, PR doesn?ÇÖt just support the marketing mix. It amplifies it.?Ç£PR isn?ÇÖt about headlines anymore. It?ÇÖs about headspace. If your customer isn?ÇÖt thinking about you when they?ÇÖre ready to buy, you don?ÇÖt exist.?Ç¥Real-World Proof: How Nike Nails IntegrationTake Nike. ?Ç£Just Do It?Ç¥ isn?ÇÖt just a slogan?Çöit?ÇÖs a full marketing philosophy lived across every touchpoint. From a viral campaign featuring Colin Kaepernick to inspirational social media posts to sponsored athletes speaking about perseverance, Nike?ÇÖs messaging doesn?ÇÖt shift. Whether it?ÇÖs a PR story, an ad, a reel, or a billboard, Nike speaks with one voice?Çöand the world listens. The result? Global brand loyalty and consistent sales. That?ÇÖs not accidental. That?ÇÖs 360?? marketing integration, with storytelling at its core.Lessons From the FieldBuilding Scenic Communication taught me a few things:?Çó You can?ÇÖt silo PR anymore. It must drive business outcomes.?Çó Storytelling isn?ÇÖt an add-on. It?ÇÖs the sharpest competitive edge you have.?Çó Consistency isn?ÇÖt boring?Çöit?ÇÖs what builds brand trust.?Çó Integration isn?ÇÖt just for big budgets?Çöeven startups must think 360?? from day one.Bottom LineThe brands winning today aren?ÇÖt the loudest. They?ÇÖre the ones whose every move?Çöfrom a press article to an Instagram ad?Çöfeels like one continuous conversation. Because when your brand speaks the same language everywhere, people don?ÇÖt just listen.They remember. They trust. And they buy.

Gambit PR & Communications, a leading public relations firm, has announced ts appointment as the official PR agency for FIX Dessert Chocolatier, the ?Ç£ORIGINAL Dubai Chocolate?Ç¥ that has taken the world by storm and pioneered a new dessert segment.The partnership kicks off with the highly anticipated launch of FIX Dessert Chocolatier?ÇÖs new summer flavour, ?ÇÿTIME TO MANGO,?ÇÖ at the Mall of The Emirates in Dubai.Jamal Al Mawed, Founder and Managing Director at Gambit PR & Communications, shared his excitement on LinkedIn, stating: ?Ç£Excited to announce that Gambit PR & Communications has been appointed as the official PR agency of the viral sensation that has taken over the world and created a whole new dessert segment FIX Dessert Chocolatier ?Çô the ORIGINAL Dubai Chocolate! We kicked off with today?ÇÖs BIG launch of their new summer flavor ?ÇÿTIME TO MANGO?ÇÖ at Mall of The Emirates.?Ç¥The collaboration between Gambit PR & Communications and FIX Dessert Chocolatier is set to further amplify the brand?ÇÖs global reach and solidify its position as a unique and innovative player in the dessert industry.

Mutant, a Singapore-headquartered strategic communications agency, has officially entered the Philippines market, unveiling its fifth regional office in Southeast Asia. This expansion comes at a time of rapid transformation in the local communications ecosystem, shaped by the rise of the creator economy, changing media habits, and an increasingly digital-native consumer base.The Manila launch signals a deeper regional push for Mutant, which is leaning into culturally attuned, impact-driven storytelling. "The Philippines is a vibrant, fast-evolving market with huge potential for brands to forge meaningful connections," said Joseph Barratt, CEO of Mutant. "In this landscape, smart, strategic, creative, and commercially meaningful communications are vital ?Çö and that?ÇÖs exactly what we aim to deliver."To lead its Philippine operations, Mutant has appointed industry veterans Dev Atinaja and Luckie Masbad as co-directors. Their combined expertise brings deep local insight at a time when traditional PR models are being challenged by new digital-first approaches.Atinaja, known for her work with major brands like Lazada, McDonald's, Epson, Nestl??, Bosch, adidas, and SM Supermalls, emphasized the shifting terrain. ?Ç£With the rise of the creator economy and new media behaviors, brands need to show up differently ?Çö with more strategy, boldness, and impact,?Ç¥ she said. ?Ç£Mutant?ÇÖs DNA is built around strategic creativity and real business outcomes, which is what we?ÇÖre bringing to the table for Filipino brands.?Ç¥Masbad, who brings a strong background in social, events, and ATL campaigns, echoed the importance of connecting authenticity with scale. ?Ç£Today, it?ÇÖs not just about visibility,?Ç¥ she noted. ?Ç£It?ÇÖs about creating moments that matter ?Çö campaigns that inspire loyalty and action while staying true to both local relevance and global brand objectives.?Ç¥Mutant?ÇÖs move comes as the Philippine PR industry evolves rapidly, with key trends for 2024-2025 including AI-driven content and sentiment analysis, hyper-personalized campaigns tailored to regional nuances, and growing demand for authentic, socially responsible storytelling. Brands are increasingly expected to go beyond awareness and forge real connections with their audiences.Launched in 2012 as a lean startup, Mutant has since scaled up to over 80 employees across Singapore, Malaysia, Indonesia, Thailand, and now the Philippines. Its diverse client portfolio spans technology, FMCG, finance, and lifestyle sectors. The Philippine expansion follows the agency?ÇÖs recent win of the Smartcom account in Indonesia, reinforcing its growing influence across Southeast Asia.

Value 360 Communications Limited, one of India?ÇÖs leading integrated communications and brand-building firms, today announced its foray into AI-powered content creation through a strategic collaboration with acclaimed filmmaker and AI innovator Vivek Anchalia. This announcement comes at a pivotal moment as Value 360 prepares to file its Draft Red Herring Prospectus (DRHP) this month, in line with its proposed public listing on the SME Exchange.The AI-powered creative studio ?Çö currently under formation ?Çö will combine cutting-edge generative AI technologies with domain expertise in storytelling, brand strategy, and scalable content production. The venture is designed to offer brands, marketers, and content creators a next-generation solution for high-volume, highly personalized, and cost-efficient campaign production across digital and traditional channels."This new AI-powered creative studio reflects Value 360?ÇÖs larger vision ?Çö to not just participate, but actively lead the evolution of communications, marketing, and storytelling," said Kunal Kishore, Group CEO & Co-Founder of Value 360 Communications Limited. "As we enter the public markets, we want to demonstrate to our investors, clients, and partners that our growth strategy is rooted in innovation, agility, and anticipating what modern brands will demand over the next decade."Vivek Anchalia brings unique domain leadership to this venture, having built India?ÇÖs first AI-native content studio. As founder of Amazing Indian Stories, Anchalia has pioneered AI-powered filmmaking, including India?ÇÖs first AI-generated feature film Naisha. His previous credits include co-writing Netflix?ÇÖs Rajma Chawal and directing Tikdam on Jio Hotstar, cementing his credentials as a creative technologist seamlessly blending human narrative with AI capabilities."AI is not a threat to creativity ?Çö it?ÇÖs a force multiplier," said Anchalia. "Together, we are building a model that enables brands to scale quality content like never before, while preserving creative integrity. This is the future of storytelling, and I?ÇÖm excited to build this vision alongside Value 360."Expanding Value 360?ÇÖs EcosystemThe studio will function as part of Value 360?ÇÖs broader expansion into adjacent verticals that complement its core public relations and integrated communications business. By blending AI-powered creative solutions with its existing media, influencer, and digital ecosystems, Value 360 aims to offer a fully integrated, end-to-end solution for brands seeking speed, efficiency, and creative scale.With this move, Value 360 strengthens its long-term positioning as not just a communications agency, but a diversified, innovation-first marketing services platform ?Çö aligned with global trends driving consolidation across content, creative, data, and technology.IPO Filing ImminentValue 360 Communications Limited is slated to file its Draft Red Herring Prospectus (DRHP) later this month as it moves toward an IPO on the SME Exchange. This public offering marks a significant milestone in the company's 18-year journey from a founder-led entrepreneurial venture to one of India?ÇÖs most respected independent marketing and communications organizations.

Burson, the global communications agency purpose-built to create value for clients through reputation, today announced the launch of Reputation Capital, a first-of-its-kind AI-powered technology and consulting solution designed to connect drivers of reputation to specific business outcomes such as stock price, sales or purchase intent. This new offer fundamentally advances how reputation is measured, valued and managed, offering leading businesses a live view of this dynamic, multi-faceted asset. Burson?ÇÖs approach facilitates immediate decision making so businesses can act with speed and precision against reputational shifts that have a direct bearing on commercial success. Reputation Capital is available through WPP Open, the AI-enabled marketing platform. ?Ç£Our core belief at Burson is that reputation is the most valuable asset that any organization possesses,?Ç¥ said Corey duBrowa, Global CEO, Burson. ?Ç£It?ÇÖs complex and constantly evolving, influenced by a variety of factors beyond any singular element such as trust. Traditional tools for measuring and shaping reputation simply can?ÇÖt keep pace with the velocity and volume of challenges our clients are navigating today. With Reputation Capital, we're pinpointing the specific drivers of reputation, forecasting the impact of potential actions, connecting these insights directly to business outcomes, and pairing them with expert counsel. This empowers our clients to make informed decisions with speed and agility, ensuring their actions and communications positively impact corporate perception and business performance, and ultimately build a lasting competitive advantage in the marketplace.?Ç¥ Deepshikha Dharmaraj, CEO, Burson Group India, said, ?Ç£We have always known and demonstrated the impact of reputation on business. But now, Reputational Capital gives us a more tangible, AI-powered solution for understanding and even predicting that impact. It empowers us to move beyond traditional metrics, providing clients with a nuanced understanding of the complex interplay between reputation and business performance. And we are then pairing these insights with expert counsel, and helping clients make their reputation a competitive advantage.?Ç¥ Advanced AI Modeling Pinpoints Reputation Drivers and Impact on Performance The Reputation Capital methodology defines eight levers of reputation management, ranging from citizenship & social responsibility to management & leadership, to creativity & innovation, among others, and uses advanced data and AI models to predict the potential impact of the media environment, news, narratives, events, or actions on each lever. The models ingest and analyze information 24/7 from proprietary sources and technology platforms, capturing signals ranging from client-owned information to digital and social media. This analysis yields an up-to-the-minute reputation score that illustrates how a brand is perceived overall and isolates which specific levers need action to improve reputation with a direct impact on business. Burson?ÇÖs expert counselors then develop strategic and creative messages and ideas, which are then tested and perfected for their potential for impact. Reputation Capital analyzes brand-specific signals across segments ?Çô including geography, sector, reputation lever and audience - and uses near real-time AI analysis to pinpoint hidden or emerging reputational risks and opportunities and forecast their likelihood of scale and impact. Reputation Capital?ÇÖs breadth of data and its modeling capabilities can deliver reputation scores and insights for thousands of global companies, both public and private. ?Ç£Traditional reputation management tools only offer a backwards view of corporate perception,?Ç¥ said Chad Latz, Global Chief Innovation Officer, Burson. ?Ç£Reputation Capital changes the game by providing a dynamic understanding of a brand?ÇÖs reputation in the marketplace and predicting the impact of actions relative to key business metrics. This latest innovation is unique in the marketplace and especially valuable during periods of turbulence or emerging opportunity, when advanced intelligence, urgent action, and sophisticated communications counsel are critical for safeguarding reputation or seizing potential.?Ç¥ Direct Connection Between Reputation and Shareholder Value The Reputation Capital platform models the shareholder value of a company's reputation by focusing on business outcomes, such as stock returns, that differ from market expectations ?Çô to provide a clear picture of the impact of specific factors, like reputation, on shareholder value.  Modeling of technology sector companies proved that reputation contributes significantly to shareholder value. In this sector, shifts in company reputations contributed, on average, 0.97 percent in additional weekly returns ?Çô which in shareholder value ranges from USD $2.5B to USD $38B depending on the company being analyzed. Simply put, a one percent increase in its Reputation Capital score equated to USD $2.4B in added shareholder value for a technology company profiled in the platform. ?Ç£This profiling exercise underscores the critical role of reputation in driving financial outcomes,?Ç¥ duBrowa noted. ?Ç£For businesses, it highlights the tangible economic value of building, maintaining and enhancing reputation. For investors, it emphasizes the importance of considering reputation when evaluating potential investments. For boards, it makes reputation ?Çô always a subject in the boardroom ?Çô a more tangible asset for every company and brand.?Ç¥ Added Grant Toups, Global Chief Digital and Intelligence Officer, Burson, ?Ç£Imagine knowing that perception around corporate integrity and governance, for example, or creativity, was having outsized impact on shareholder value creation compared to the other levers of reputation. Reputation Capital delivers that specificity, arming our clients with the predictive intelligence needed to build and sustain the reputational currency that drives business performance. By transforming perception into actionable intelligence, we can help clients make reputation a distinct and quantifiable competitive advantage that can be optimized for maximum ROI.?Ç¥Reputation Capital was validated by Augmented Intelligence Labs, a University of Oxford enterprise, and includes features that are part of Burson?ÇÖs proprietary cognitive AI solution, Decipher, created in partnership with Limbik. ?Ç£Burson?ÇÖs Reputation Capital is an exceptionally advanced platform that takes the most comprehensive view of reputation ?Çô and provides the most actionable intelligence - of anything that?ÇÖs currently on the market,?Ç¥ said Dr. Felipe Thomaz, Associate Professor of Marketing, University of Oxford, and Co-Founder and Managing Director of Augmented Intelligence Labs, who counseled Burson on the solution?ÇÖs development. ?Ç£The empirical evidence that Reputation Capital reveals about the attributes that comprise reputation is extraordinarily valuable information that can guide Burson?ÇÖs counselors and the C-suite.?Ç¥ Reputation Capital is the latest addition to the Burson Innovation Portfolio, a suite of AI-enabled tools that equip Burson?ÇÖs communications experts to provide clients with faster, better insights; precision audience targeting; and culturally relevant creative.

Warner Bros. Discovery has announced a strategic plan to separate into two distinct, publicly traded companies: "Streaming & Studios" and "Global Networks." This tax-free transaction aims to enhance strategic focus, flexibility, and shareholder value for each entity.The "Streaming & Studios" company will encompass a robust portfolio of iconic brands, including Warner Bros. Television, Warner Bros. Motion Picture Group, DC Studios, HBO, and HBO Max, along with their extensive film and television libraries. David Zaslav, current President and CEO of Warner Bros. Discovery, will lead Streaming & Studios as its President and CEO. This new entity will prioritize scaling HBO Max globally, investing in world-class programming, and achieving a target of at least $3 billion in annual adjusted EBITDA for its studios.The "Global Networks" company will feature premier entertainment, sports, and news television brands worldwide, such as CNN, TNT Sports in the U.S., Discovery, top free-to-air channels across Europe, and digital products including the profitable Discovery+ streaming service and Bleacher Report (B/R). Gunnar Wiedenfels, currently CFO of Warner Bros. Discovery, will serve as President and CEO of Global Networks. This company will focus on leveraging its extensive global reach of 1.1 billion unique viewers across 200 countries and territories, pursuing international growth opportunities, and elevating its live content offerings in sports and news."The cultural significance of this great company and the impactful stories it has brought to life for more than a century have touched countless people all over the world," said David Zaslav. "By operating as two distinct and optimized companies in the future, we are empowering these iconic brands with the sharper focus and strategic flexibility they need to compete most effectively in today's evolving media landscape."Gunnar Wiedenfels added, "This separation will invigorate each company by enabling them to leverage their strengths and specific financial profiles. This will also allow each company to pursue important investment opportunities and drive shareholder value."Samuel A. Di Piazza, Jr., Chair of the Warner Bros. Discovery Board of Directors, emphasized that this decision reflects the Board's ongoing efforts to enhance shareholder value.The separation is expected to be completed by mid-2026, subject to various closing conditions and approvals, including final approval by the Warner Bros. Discovery Board and receipt of tax opinions. Both companies are expected to have well-capitalized structures, with Global Networks planning to hold up to a 20% retained stake in Streaming & Studios for future monetization.Warner Bros. Discovery also announced the commencement of tender offers and related consent solicitations to enhance its debt portfolio, funded by a $17.5 billion committed bridge facility.J.P. Morgan and Evercore are serving as financial advisors, and Kirkland & Ellis LLP is acting as legal counsel for Warner Bros. Discovery.