A white paper on ‘AI Adoption Among PR Professionals In Asia 2025’, published by the One Asia Communications network, provides some interesting insights into how artificial intelligence (AI) is reshaping the communications profession across Asia, besides highlighting ground realities of AI adoption and key challenges. The survey covered 12 markets in Asia: Cambodia, China/ Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, and Vietnam, representing a diverse mix of economies and digital maturity levels. According to the AI Adoption in Asian Communications 2025 survey, communicators across Asia are optimistic, curious, and increasingly adaptive in how they use artificial intelligence. 58% of the respondents view AI positively, enhancing efficiency, creativity, and analytical capability, challenging job displacement fears. AI has moved from theory to practice, becoming a valuable tool for automating workflows, enhancing creativity, and supporting decision-making. Yet, the journey toward full integration remains uneven, limited by differences in readiness, training, and strategic alignment. The results show that while awareness is nearly universal, confidence in execution is still developing. Many professionals rely on self-learning and experimentation, while structured frameworks for training, governance, and ethical application are still emerging. For AI to deliver its full value, communications leaders must move beyond technical adoption toward strategic integration — embedding AI into planning, measurement, and stakeholder engagement. However, AI adoption remains uneven. While over half the respondents are “proficient” in AI tools, integration varies based on organisational readiness, resources, and leadership. The survey highlights that adopting new technologies (60%), measuring communication success (42%), and managing misinformation (41%) are top concerns. As AI increasingly shapes how audiences consume information, communicators must ensure that reliable and structured content is accessible to these systems. Traditional metrics must evolve to capture influence and visibility in an AI-driven information environment.Moreover, transparency, data privacy, and human oversight are crucial as AI integrates into communications. Ethics and human oversight will define the next phase of AI adoption. Communicators agree that technology must operate within boundaries of transparency, accountability, and trust. AI can enhance output, but only human judgment can preserve credibility. How PR Professionals View AI While headlines often emphasise AI’s potential to replace humans, the survey’s findings show that PR professionals in the region largely embrace AI as a complement, and do not view it as a competitor. Optimism is particularly strong in markets like Indonesia and Vietnam, where respondents are highly likely to see AI as a driver of productivity and innovation. Conversely, professionals in Japan and South Korea exhibit more caution. While still positive overall, these mature markets show higher neutral sentiment, indicating a focus on governance, risk, and long-term stability over rapid experimentation. Across Asia, AI tools are mainly used for: Content development and editing – refining writing.Trend and sentiment analysis – tracking public conversations.Performance measurement – evaluating campaigns.PR Role TransformationMarketing Communications teams lead in active experimentation, using AI for campaign ideation, content personalisation, and audience insights. Corporate Communications departments take a more strategic approach — applying AI for sentiment tracking, message consistency, and stakeholder engagement. In Thailand, marketing teams use AI to refine social media content and measure engagement, helping them adjust messaging to changing audience behaviours. In Taiwan, corporate communicators integrate AI into reputation monitoring and stakeholder mapping to support faster and more informed decisions. Meanwhile, in the Philippines, PR teams are beginning to leverage AI-driven analytics to guide outreach strategies and detect emerging media trends, though many still call for clearer frameworks to evaluate its impact. Key Challenges - Barriers to AdoptionWhen asked about the biggest challenges they anticipate in the next two years, a clear majority of respondents (60%) cited adopting AI and new technology as their top concern. The second and third most common concerns are deeply interconnected. As more audiences consume information filtered through AI-powered platforms, from search engines to generative assistants, PR professionals must ensure that the data feeding those systems is reliable, structured, and current. The report emphasises that communicators must now treat search optimisation, structured content, and data transparency as part of their storytelling responsibilities. Ethics and Accountability in AI UseAs AI becomes an integral part of communications work, ethical and accountability considerations are emerging as top priorities. The survey findings show that most professionals agree on three key ethical priorities: Transparency: AI-assisted content and insights must be clearly disclosed, traceable, and verified to maintain credibility and public trust.Human Oversight: Practitioners remain accountable for reviewing, interpreting, and approving AI-generated materials to ensure accuracy and context.Data Protection: Safeguarding sensitive organisational and audience information is essential as AI tools become more deeply integrated into communications systems.Ultimately, the future of communications in Asia will depend not on how quickly AI is adopted, but on how responsibly it is applied. The communicators who combine technological fluency with ethical clarity and strategic vision will lead the profession forward — proving that in an age of automation, human expertise remains the foundation of trust. 

The International Communications Consultancy Organization (ICCO) has named Kathy Bloomgarden, CEO of Ruder Finn, a 2025 Hall of Fame inductee. The ICCO Hall of Fame honors PR professionals who have made exceptional progress in leading the internationalization of the industry.As a global visionary, Bloomgarden has spearheaded the growth of Ruder Finn’s presence in markets across the world. Since expanding the agency to India in 2011, she has forged strategic client partnerships and built tech-forward teams across the country, expanding Ruder Finn’s presence in the region to 5 offices and 130 staff members. Her early leadership in AI adoption, including establishing one of the first agency AI incubators, rf.TechLab, underscores Bloomgarden’s forward-thinking and longstanding commitment to integrating emerging technologies that power Ruder Finn’s growth strategies and deliver measurable impact for clients. Her vision has positioned Ruder Finn to lead in a new era of communications, combining local insights with global resources, and AI with human ingenuity to create meaningful impact across offices in the US, Asia, the UK and the Middle East.“I’m deeply honored to be inducted into the ICCO Hall of Fame,” said Bloomgarden. “At Ruder Finn, we’re constantly implementing new tools and solutions that define the standard of communications in the AI era, harnessing the power of innovation in a rapidly changing world. Thank you for this recognition, and congratulations to my fellow inductees this year.”Bloomgarden was officially inducted into the ICCO Hall of Fame on November 12, 2025, at the organization’s Global Summit.

Blue Dart Express Limited, South Asia's premier express air and integrated transportation & distribution company, has been conferred the prestigious Golden Peacock Award for Excellence in Corporate Governance 2025 by the Institute of Directors (IOD), India. The award was presented at IOD India’s 2025 Annual London Global Convention on Corporate Governance & Sustainability – Global Business Meet. The recognition underlines Blue Dart’s efforts to strengthen its corporate governance framework and embed the principles of transparency, accountability and ethical conduct across the organisation. A robust legal and compliance architecture, led by Tushar Gunderia, Head – Legal & Compliance and Company Secretary, has been instrumental in aligning the company’s practices with an evolving regulatory environment while protecting the interests of stakeholders. The award was presented in the presence of eminent dignitaries including ?N. Chandrababu Naidu, Hon’ble Chief Minister of Andhra Pradesh, India; Sir Chris Bryant, MP, Hon’ble Minister of State at the Department for Business and Trade, Government of the United Kingdom; His Excellency Vikram Doraiswami, IFS, Indian High Commissioner to the United Kingdom; Mr. Chanchal Kumar, IAS, Secretary, Ministry of Development of North Eastern Region, Government of India; and Baroness Verma, Global Chair, Advisory Council, Institute of Directors (IOD), India, Member of the House of Lords and former Minister for International Development and Energy & Climate Change, Government of the United Kingdom. Commenting on the recognition, Balfour Manuel, Managing Director, Blue Dart, said “Good governance sits at the core of our licence to operate and grow. The Golden Peacock Award for Excellence in Corporate Governance is a valued acknowledgment of our commitment to strong governance, compliance and legal standards that support our business and build long-term trust with customers, investors, regulators and partners.”This accolade further reinforces Blue Dart’s position as a trusted leader in the logistics sector, combining operational excellence and innovation with a strong foundation of ethical and legal practices.

Burson, the global communications leader purpose-built to create  value for clients through reputation, today announced its appointment as the communications  partner for Mirae Asset Sharekhan, a leading Indian brokerage and financial services firm. As part of  the assignment, Burson will elevate brand awareness and strengthen Mirae Asset Sharekhan’s  position as a full-service financial solutions provider for both current and emerging generations of  Indian investors.  “We are incredibly proud to partner with Mirae Asset Sharekhan, a truly innovative and established  player in India’s financial services landscape,” said Deepshikha Dharmaraj, Chief Executive  Officer, Burson Group India. “We look forward to helping the company articulate its vision,  showcase its expertise, and strengthen its reputation as a trusted provider of comprehensive  financial solutions.” “We are delighted to partner with Burson as we continue building Mirae Asset Sharekhan’s brand  and amplifying the value we deliver to our customers with our full-service offering of research, experienced advisors and our branches spread across 1100+ cities in India” said Moon Kyung  Kang, Chief Executive Officer, Mirae Asset Sharekhan. “Burson’s market expertise and innovative  thinking will help us deepen connections with a wider community and champion the next phase of  wealth creation for everyday investors, anchoring our commitment to transparency, trust, and  growth.” 

JioStar has strengthened its marketing leadership with the appointment of Seema Kamath as Associate Director, Marketing Communications, effective November 2025. She steps into the role with nearly two decades of experience spanning entertainment, media, and advertising.Before joining JioStar, Seema spent over three years at Disney+ Hotstar as Marketing Communications Manager, where she worked across campaigns, design thinking, and a wide range of marketing programs. Prior to that, she held a long tenure at Sony Pictures Networks India as Senior Brand Marketing Manager. There, she played a key role in content marketing, helped shape the launch of a channel, and worked on strengthening customer experience across platforms.Seema’s earlier career includes roles at Scarecrow Communications and Log 5 Communications, giving her a strong foundation in brand solutions, creative briefing, client servicing, and end-to-end project delivery.With her move to JioStar, she brings a blend of B2B marketing, product communication, and event experience, positioning her to contribute meaningfully to the brand’s next phase of growth.

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, Pranav Patil, Head of Communications Zone India at Siemens Healthineers, breaks down how clear, empathetic communication can shape a patient’s entire healthcare experience. What could easily remain a technical, medtech heavy domain has, under his lens, become a space where information carries both precision and comfort.From simplifying dense scientific concepts to addressing real anxieties around diagnostics, Patil focuses on building trust through clarity, credibility, and human understanding. His approach mirrors the company’s larger belief that technology should not just advance care but make patients feel more supported and secure at every step.Patil reflects on how patient insights drive their messaging, why cultural and linguistic nuance matters in a country as layered as India, and how Siemens Healthineers is shaping healthcare communication that is transparent, inclusive, and deeply human. How does Siemens Healthineers approach communication in healthcare to help patients feel informed and reassured throughout their care journey? At Siemens Healthineers, we view communication in healthcare as both a responsibility and an opportunity to make a meaningful difference in people’s lives. We believe that every communication should go beyond simply sharing information. It should build trust, provide clarity, and offer comfort. We understand that medical journeys can often feel complex and overwhelming, and that’s why we strive to make every healthcare conversation more humane and reassuring. By simplifying complex information and delivering it with empathy, we aim to help every patient feel supported, confident, and cared for throughout their entire healthcare journey. The ‘Knowing is Comforting’ initiative reflects a strong patient-centric narrative. How do you ensure that communication remains empathetic while staying scientifically accurate? Over the years, we have seen how technology can truly make a difference in people’s health, helping improve outcomes and making the care experience more reassuring and connected. At Siemens Healthineers, we innovate with purpose, driven by a simple belief: every technological breakthrough should make a meaningful difference in patients’ lives and experiences. Our campaign, “Knowing is Comforting”, was born from a simple yet profound human truth: knowledge has the power to ease fear. In every message we share, we aim to combine empathy with accuracy, making sure the information is not only medically sound but also emotionally supportive and easy to relate to. We always encourage people to speak with their healthcare professionals for personalized guidance, because we believe that real comfort comes from both credible information and a caring connection. In a technical space like medical imaging, what are the biggest challenges in simplifying complex information without losing credibility or depth? One of the greatest challenges in medical imaging communications is humanizing complex technology. The field is rich in technical depth, but the key lies in translating that complexity into meaning that patients can understand and connect with. The goal isn’t to oversimplify but to contextualise. We do this by shifting the focus from technical jargon to real patient benefits, how innovation enhances lives, not just outcomes. By framing technology through the lens of its impact on people, we make science more approachable without compromising its accuracy or credibility. This balance allows us to preserve the integrity of science while making it resonate on a deep human level. How did patient and caregiver insights specifically shape your messaging approach for addressing healthcare anxiety, often referred to as “scanxiety”? Patient and caregiver insights were at the very heart of our messaging strategy, ensuring that every element of communication reflected genuine understanding and empathy. By actively listening to their stories, we gained a deeper appreciation of the emotions surrounding “scanxiety”, from fear and uncertainty to hope and resilience. These perspectives guided us to develop messages that demystify the scan process through clear, relatable language while offering authentic reassurance and practical coping support. The result is communication that helps patients and families feel understood, comforted, and empowered during one of the most anxious stages of their healthcare journey. With multilingual content being a part of this effort, how important is regional and cultural adaptation in building trust and connection with diverse audiences in India? In a country as linguistically and culturally diverse as India, regional and cultural adaptation is not just important but is crucial to building trust and a genuine connection. Multilingual communication ensures that people engage with information in the language that feels most natural and emotionally resonant to them. While English remains prevalent in healthcare and urban contexts, regional languages continue to be the most trusted medium of understanding across tier 2 and 3 towns, as well as rural communities. ‘Knowing is Comforting’ is an awareness initiative by Siemens Healthineers that reflects this belief. By developing awareness materials in ten major Indian languages, including Hindi, Bengali, Kannada, Tamil, Telugu, Odia, Assamese, Malayalam, Gujarati, and Marathi, the initiative brings advanced healthcare information closer to people’s everyday realities. This inclusive approach not only enhances comprehension but also nurtures a sense of respect, familiarity, and belonging. With this approach, we are trying to bridge informational gaps, making modern medical technology more approachable, trustworthy, and comforting for every family, no matter where they live. How do you measure the impact of such awareness initiatives beyond metrics like reach or visibility, specifically in terms of building trust, improving understanding, or enhancing patient engagement? Our goal is to help people understand that today’s diagnostic imaging is not only highly advanced but also signi?cantly more patient-friendly than ever before. This initiative enables us to reach millions of people across the nation, raising awareness about how technology is transforming the ‘patient experience’ and how early diagnosis leads to earlier treatment and improved outcomes. We believe that the impact of awareness initiatives beyond reach, or visibility, is measured by focusing on feedback that reveals genuine shifts in trust, understanding, and patient engagement. The feedback we have been receiving from customers, critics, and colleagues is very encouraging and has been a major differentiator. More importantly, it reflects our commitment to compassion and empathy, showcasing that we are an organization that thinks beyond business and truly cares about the well-being of patients. Looking ahead, how is Siemens Healthineers evolving its communication strategy to make healthcare conversations more inclusive, transparent, and empowering for patients? At Siemens Healthineers, customer and patient centricity are at the core of everything we do. In an era of information overload, we recognize our profound responsibility to provide clear, trustworthy, and compassionate communication that both empowers and reassures patients. Our approach is guided by the belief that healthcare communication should humanise technology, inform without overwhelming, inspire confidence without sensationalism, and always reflect empathy and understanding. We are committed to ensuring that every message we share is inclusive, transparent, and patient-focused, designed to be accessible, culturally sensitive, and relevant. By speaking with authenticity, we aim to foster stronger connections and lasting trust throughout every stage of the healthcare journey. We will continue this intentional shift to move healthcare communication beyond marketing jargons toward authentic, relatable storytelling. This will help us create meaningful value and make a positive difference in the lives of millions of patients. 

UST has announced the promotion of Tinu Cherian Abraham to Senior Director and Global Head of PR and Media Relations. Based in Bengaluru, he now leads the company’s global PR function across more than 30 countries.In his announcement, Abraham acknowledged the support of UST’s CMO Leslie Schultz and the broader leadership team. He also credited his three member global PR team, Neha Misri, Merrick Laravea and Roshni Das, along with Chief People Officer Colleen Doherty and HR BSE Santhosh Mala Visvesvaran.Abraham has spent more than six years at UST, overseeing global PR operations, government affairs, industry relations and agency partnerships across regions such as the US, UK, India, Spain, Bulgaria and Australia. His earlier leadership roles included Director and Global Head of PR and Media Relations, and Group Manager and Global Head of PR and Media Relations.Before joining UST, he held communications leadership positions at HARMAN India and Ola, managing media relations, crisis communication, product PR and corporate communication. He also previously worked with UST in its earlier phase as UST Global, where he handled traditional PR, digital communications, social media strategy, external engagement and content development.Abraham began his career in engineering with technical roles at Juniper Networks, Cisco and Infosys. He has also served in voluntary leadership roles with Wikimedia India as Head of Communications and Executive Committee Member.With two decades of experience in technology, communications and global media relations, his expanded mandate signals a new chapter in his long standing association with UST.

Tanvi Gangwar has taken on a new mandate at Licious as Associate Director PR and Communications, marking the latest move in her thirteen year career across start ups, consumer brands, e learning, beauty and fashion. She announced the transition through a public update, noting that she has begun her responsibilities at the Bengaluru headquartered meat and seafood brand.At Licious, her role spans corporate communications, employer branding and internal communications, along with ESG and sustainability related messaging. Her responsibilities include shaping the company’s narrative, leading PR outreach across national and regional media, overseeing product and format launches, strengthening leadership visibility and publishing insight led content for external stakeholders. She also manages employee advocacy, culture storytelling and communication frameworks tied to quality, sourcing, waste reduction and community impact.Before joining Licious, Gangwar headed corporate communications at Orient Electric, where she led corporate reputation programs, crisis planning, media relations, digital communication initiatives and internal engagement platforms.Her earlier experience includes a five year tenure at Epigamia, where she led corporate communications, CSR and external affairs. She has worked across media planning, PR strategy, influencer engagement, external visibility for leadership and crisis management. Her work also covered internal communication programs and coordination with legal and government bodies.Over the years, Gangwar has held communications and media leadership roles at Unacademy, DRUMS Food International and Madison Public Relations, handling brand campaigns, stakeholder relations, partnerships, media planning and digital content programs.She began her career with internships and trainee roles in public relations and brand communications, supporting clients across sectors including technology, FMCG, fashion, and consumer brands.Her move to Licious adds another chapter to a career built on multi sector communications, media strategy and integrated brand storytelling.

PR firm Bacchus has opened a new office in Riyadh, marking its seventh global location alongside London, New York, Miami, Los Angeles, Dubai and Doha. Registered as Bee Arabia LLC, the expansion strengthens the agency’s regional presence and formalises its operations in Saudi Arabia.The Riyadh office will offer Bacchus’ full range of integrated services, including consumer, corporate and crisis communications, strategic advisory, reputation management, digital and social media, and event production.Tarek ElMoukachar has been appointed Senior Partner and Co Founder of Bacchus KSA, taking charge of the agency’s operations in the Kingdom. He will work closely with the UAE leadership team and receive global support from the agency’s senior executives.His mandate includes driving the agency’s growth strategy in Saudi Arabia and tapping into the rising opportunities fueled by expanding tourism and sustained economic development across the GCC.Bacchus aims to scale its presence across key sectors such as real estate, hospitality and technology. The team in Riyadh comprises local specialists and international communications professionals, positioning the agency for further expansion.The firm is already supporting clients aligned with Saudi Arabia’s Vision 2030, including Boutique Group, Rosewood Jeddah, Leylaty Group and Jayasom Wellness Resort AMAALA.

Max Level, a leading marketing and PR agency built by gamers, has been appointed as the official PR and communications partner for LVL Zero, a first-of-its-kind incubator program spearheaded by ChimeraVC in partnership with MIXI Global Investments and Nazara Technologies. The initiative aims to accelerate the growth of early-stage gaming startups in India through a 100-day structured program combining mentorship, product acceleration and capital access. LVL Zero offers an equity-free grant pool worth USD 100,000, open to all startups across the gaming ecosystem. Each cohort will see 10 startups receive a USD 10,000 equity-free grant. The program is designed to help startups accelerate product development through targeted mentorship, access to funding opportunities, and connections with publishing networks. Over the next five years, LVL Zero aims to empower more than 100 promising startups to build sustainable businesses and compete globally.Speaking on the partnership, Krish Anurag, Managing Partner at ChimeraVC and Founding Partner at LVL Zero said: “LVL Zero is our commitment to catalysing the next generation of gaming founders from India and Asia. We’re thrilled to have Max Level on board as our communications partner. Their deep understanding of the gaming ecosystem, narrative expertise, and proven network within the media landscape make them the ideal agency to help us amplify this initiative and the founders who will shape the future of gaming.”As the PR and communications partner for LVL Zero, Max Level will lead the initiative’s storytelling and thought leadership strategy, spotlighting the success stories emerging from each cohort to highlight the program’s impact on the gaming startup ecosystem. With a proven track record as the communications partner for some of India’s leading gaming and esports brands, including NODWIN Gaming, S8UL Esports, Riot Games, and CyberPowerPC India, Max Level brings deep industry insight, strategic narrative expertise, and an authentic understanding of the gaming community to help LVL Zero achieve its vision and amplify its influence across the region.Siddharth Nayyar, Co-Founder and Chief Executive Officer at Max Level, added: “LVL Zero is an incredible incubator program for gaming startups in India, and we’re excited to help tell its story. The program is perfectly aligned with our mission to support the growth of India’s gaming and creator economy, and we look forward to driving awareness around the founders, ideas, and innovations emerging from LVL Zero’s cohorts.”In addition to PR and communications, Max Level provides gaming and esports brands with an array of services, including campaign management, brand building, production, video editing, social media marketing, influencer programs, and consultancy. The agency’s portfolio spans leading names such as NODWIN Gaming, S8UL, Riot Games India and South Asia, CyberPowerPC India, KRAFTON, the Saudi Esports Federation, ESL FACEIT Group, The Esports World Cup, ASUS ROG, Jio Games, TVS, and HyperX, among others.This partnership marks another milestone in Max Level’s mission to power narratives that elevate India’s gaming, esports, and tech ecosystem globally.

Adgcraft, one of India’s most trusted PR agencies, has joined hands with Manav Rachna International Institute of Research and Studies as the PR partner for MediaVerse 2025, the flagship communication event hosted by the Department of Journalism and Mass Communication, Manav Rachna International Institute of Research and Studies (MRIIRS) as their PR Partner. The collaboration is designed to enhance students’ understanding of real-world public relations practices, offering them first-hand exposure to how strategic communication and media relations function within the industry.With the theme “Clicks, Content, and Credibility: Strategic Communication in a Hyperlinked World,” the event brings together young communicators, PR strategists, and media aspirants from across the country to explore the evolving dimensions of trust and authenticity in modern communication. The event features a mix of intellectually engaging and creatively charged competitions such as PR Shark Tank, Crisis Clicks: The Real-Time PR Challenge, Behind the Buzz: The PR Storyroom, Canvas of Credibility, and Slogan Shastra, designed to test strategic thinking, creativity, and ethical decision-making in real-time PR scenarios.Speaking on the association, Abhinay Kumar Singh, Founder and Managing Director, Adgcraft, said, “We are delighted to collaborate with Manav Rachna International Institute of Research and Studies for MediaVerse 2025, a platform that celebrates the future of communication. At Adgcraft, we believe in nurturing young talent and promoting the power of authentic storytelling that drives credibility and change. This partnership reflects our commitment to empowering voices that will define tomorrow’s PR and media landscape.”As a fast-growing national agency, Adgcraft has consistently shown purpose-led storytelling, helping over 200 brands build trust, authenticity, and thought leadership. The agency has offices in Noida, Lucknow, Mumbai, Gujarat, and Bengaluru, catering to clients across sectors including education, technology, lifestyle, Real estate, and Health.

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, Charu Benegal, Senior Director – Strategy, Dentsu Creative PR, shares her insights on how the world of communications has evolved from traditional media relations to becoming a strategic driver of trust, purpose, and cultural relevance. Drawing from her extensive career spanning over two decades, Charu reflects on the transformation of PR in the digital age — from managing narratives to building ecosystems of trust — and discusses how authenticity, empathy, and data-driven storytelling are redefining the way brands connect with audiences today. You’ve had an extensive career in communications. What initially drew you to the world of public relations, and how has your perspective on the industry evolved over time? When I began my career in the late ’90s, PR in India was still largely synonymous with media relations and press coverage. What drew me in was the storytelling aspect - the idea that you could shape narratives, influence perception, and give purpose and visibility to ideas that matter. Over the years, the industry has evolved dramatically. Today, PR is no longer a support function; it’s a strategic partner that sits at the table where brand reputation, policy, consumer behaviour, and social sentiment intersect. Today, consumer PR is about building communities, influencing conversations, and embedding brands meaningfully into culture — far beyond a press release or event. My perspective has shifted from “managing communication” to “building trust ecosystems”. In today’s fast-changing media environment, how do you define the role of PR beyond traditional reputation management? PR today is the custodian of brand integrity and public understanding. Beyond reputation management, it’s about shaping narratives that align a brand’s purpose with societal expectations. Whether it’s through thought leadership, sustainability storytelling, or digital advocacy, PR plays a key role in ensuring that organizations act — and are seen to act — responsibly. In a fragmented, hyper-connected media landscape, PR is the bridge between what a brand says, what it does, and what people believe about it. Whether through purpose-driven storytelling, influencer collaborations, or digital-first content ecosystems, the role of PR is to ensure that a brand’s values and actions align with what its audiences care about. In that sense, PR has become the conscience of the brand, not just its megaphone. What are some of the biggest shifts you’ve observed in how brands approach storytelling and audience engagement in the post-digital era? Earlier, brand storytelling was top-down — controlled, polished, and one-way. Today, audiences co-create the narrative. The shift has been from broadcasting messages to building conversations. In India, particularly, we’ve seen the rise of regional voices, micro-influencers, and community-led storytelling. Authenticity, relatability, and cultural nuance have become central. The digital ecosystem has democratized storytelling — every individual can now be a publisher, and brands must learn to listen as much as they speak. Storytelling today is about emotional truth and shared experiences, not just clever campaigns. With authenticity becoming a key differentiator, how can PR professionals balance brand messaging with genuine, transparent communication? Authenticity comes from alignment — between a brand’s internal culture, its external promises, and its behaviour in moments of scrutiny. PR professionals need to move from “message crafting” to truth-telling. That means being comfortable with imperfection — acknowledging gaps, sharing progress, and allowing human voices to come through. Transparency builds credibility, but consistency sustains it. The role of PR is to help brands articulate that authenticity without losing strategic clarity. Crisis communication is often the ultimate test of a PR strategy. Could you share an instance or key learning that shaped your approach to managing reputational challenges? One key learning over the years has been that speed matters, but empathy matters more. In one instance — during a product recall for a consumer brand — we realised that the most effective response wasn’t the press release or the media statement, but a direct, honest communication from the CEO to customers on social media. It reinforced that during crises; people don’t just want information; they want reassurance. My approach now is grounded in three principles: listen first, communicate with empathy, and act with integrity. The reputation you build in normal times is what gives you the benefit of doubt during a crisis. Data and insights are playing a larger role in PR planning today. How do you see analytics influencing creativity and narrative design in communications? Data has become the new creative fuel. It helps us understand audience sentiment, map conversation clusters, and anticipate trends before they break. But numbers alone don’t move hearts — insights do. The key is using analytics not just for reporting, but for story mining. For instance, social listening might reveal an emerging cultural tension or consumer need that can inspire a powerful campaign. The best PR today marries data intelligence with emotional intelligence. As a leader, how do you nurture young PR talent to think strategically and not just tactically in their approach to campaigns? For me, leadership is as much about emotional mentorship as professional guidance. I tell young professionals: strategy is important, but empathy is non-negotiable. Understanding audiences begins with understanding people — your colleagues, clients, and yourself. I make time to listen — really listen — to my team’s perspectives, fears, and ideas. I encourage them to ask “why” before “how,” to find purpose before the plan. When people feel seen and valued, they become better storytellers, better strategists, and better humans. A leader’s role is not just to guide outcomes, but to nurture confidence, compassion, and courage in others. Looking ahead, what do you think will define the next era of PR — especially in how brands build trust and emotional resonance with audiences? I think the next era of PR will be shaped by trust and empathy. People today are quick to spot what’s real and what’s not, so sincerity will matter more than ever. The brands that build lasting relationships will be the ones that communicate with clarity, purpose, and respect. In India, I see a real opportunity in blending technology with a human touch — using data and AI to understand audiences better, while keeping stories authentic and locally rooted. At its heart, PR will continue to evolve, moving beyond just communicating to fostering real connections — trust, engagement, and meaningful resonance with people. 

The Indian Sugar and Bioenergy Manufacturers Association (ISMA) has appointed Garima Prashar Sharma as Director of PR, Marketing and Communications. In her new role, she will lead strategic communication, brand positioning, public affairs, and partnership initiatives, working closely with government and industry stakeholders to advance India’s biofuel and clean energy agenda.With nearly two decades of experience, Sharma has held leadership positions across major organisations including India Today Group, The Times of India, TV9 Network, Myntra, HCL Infosystems, Timex Group India, and Philips. Her expertise spans branding, public relations, digital transformation, and large-scale campaign management across diverse sectors.At ISMA, Sharma will strengthen the association’s communication framework, positioning it as a thought leader in the bioenergy and biofuels ecosystem. She will also focus on advocacy and awareness programs around ethanol blending, sugar policy, and sustainable energy initiatives.Over her career, Sharma has driven partnerships across politics, sports, and culture, managing alliances with events such as the IIFA Awards and Jaipur Literature Festival. At India Today Group, she led marketing for India Today and Business Today, overseeing major brand campaigns and flagship events. At TV9 Network, she played a key role in marketing and partnerships across platforms, including the launch of News9 Plus and digital-first properties.Sharma’s extensive portfolio also includes leading brand communications for Timex Group India’s luxury and mass-market brands, earning multiple industry accolades for creativity and effectiveness.

Kinshuk Gupta has announced his exit from Bharti Airtel, stepping down from his role as Senior Vice President and Head of Corporate Communications after more than three years with the company.Gupta joined Airtel in 2022 and led strategic communication initiatives, brand positioning, and corporate reputation management across the organisation. His role involved driving integrated communication strategies, media relations, and leadership visibility for one of India’s largest telecom brands.With over two decades of experience, Gupta has held key leadership roles across major organisations, including GSK Consumer Healthcare, Edelman India, Hanmer MSL, Max Healthcare, and IPAN Hill & Knowlton. His expertise spans public relations, corporate affairs, CSR, and strategic communications across the FMCG, healthcare, and telecom sectors.At Airtel, Gupta led a high-performing team responsible for strengthening the company’s corporate image, managing stakeholder engagement, and supporting the brand’s communication narrative through both traditional and digital media.Before rejoining Airtel in 2022, he served as Head of Corporate Affairs for GSK Consumer Healthcare, overseeing communications across India, Bangladesh, and Sri Lanka.

In yet another management strengthening move, Pantomath Group announced the appointment of seasoned business journalist Mr. Ashish Rukhaiyar as Vice President – Corporate Communication, reinforcing the Group’s commitment to thought leadership and institutional transparency across its diverse financial ecosystem. In his new role, Mr. Rukhaiyar will be responsible for driving strategic communication for Pantomath Group companies including Pantomath Capital, The Wealth Company and Asit C. Mehta Investment Interrmediates Limited (ACMIIL) among others.The Group houses a large Pre-IPO fund, Mutual Fund, Retail broking and other financial services, is a leading investment bank for mid-market enterprises, with over 150 successfully closed transactions across IPOs, private equity, M&A, and structured solutions. It prides itself in taking companies public that traditional investment banks often overlook, leading high-conviction mandates that contribute to the theme of nation building.  As the sole banker in several IPOs, Pantomath Capital has built institutional participation from the ground up, earning a reputation for identifying asset-backed, scalable companies early on, those emerging from Tier 2 & Tier 3 cities and beyond. As an organization, it has consistently backed growth stories outside traditional metro hubs.Mr. Rukhaiyar brings over two decades of experience in business journalism and financial communication, having worked with some of India’s most respected publications including The Economic Times, Mint, Business Standard, The Financial Express, The Hindu, and Mid-Day. He was also part of the launch team of ET Now in 2009, where he built strong expertise in writing, editing, news reporting, data analysis, and content strategy. Prior to joining Pantomath, he led the Mumbai Markets Bureau at Moneycontrol.com, covering capital-markets trends and policy developments. He holds a Post-Graduate Diploma in Journalism from Mumbai University.Welcoming Rukhaiyar to the team, Abhishek Gupta, Managing Director – Chief Customer Officer, Pantomath Group said, “We are delighted to welcome Ashish to the Pantomath family. His deep understanding of capital markets, coupled with his journalistic rigor and communication acumen, will further enhance Pantomath’s strategic narrative as a leading force in India’s financial ecosystem landscape. As Pantomath continues its journey of building institutions of trust and transparency, Ashish’s presence will play a pivotal role in shaping how we engage with stakeholders and the public at large.”Adding to it, Ashish Rukhaiyar, Vice President – Corporate Communication, Pantomath Group said, “Joining Pantomath at this exciting stage of its growth journey is both a privilege and a responsibility. Having observed Pantomath’s impact on India’s capital markets over the years, I look forward to contributing to its communication strategy, storytelling, and brand reputation as the Group expands its influence across investment banking, asset management, and fintech. Pantomath’s ethos of entrepreneurship and excellence resonates deeply with me.”Anchored in a governance-first philosophy and strengthened by strategic leadership appointments, Pantomath Group continues to build momentum toward becoming one of India’s most trusted and influential financial institutions.

The Loop has entered into a strategic partnership with JV Public Relations to manage global media and marketing communications for Marine & Lawn Hotels & Resorts, a luxury hotel group renowned for its proximity to some of the world’s most iconic golf courses.The collaboration will combine The Loop’s expertise in golf communications with JVPR’s strength in luxury travel and hospitality to amplify the Marine & Lawn brand across global markets. The agencies will jointly oversee public relations, media engagement, and brand storytelling for the hotel group’s collection, which includes properties such as Rusacks St Andrews overlooking the Old Course, Marine Troon near Royal Troon Golf Club, Portrush Adelphi close to Royal Portrush, Dornoch Station in the Highlands, and Slieve Donard in Northern Ireland.The Loop will focus on leveraging its golf media network to position Marine & Lawn as a premier destination for golfers worldwide, while JVPR will lead efforts in luxury travel promotion, brand visibility, and integrated communications.This partnership aims to elevate Marine & Lawn’s reputation as a leading name in premium golf hospitality, uniting heritage, location, and experience to attract travelers seeking world-class destinations across Great Britain and Northern Ireland.

Media Mantra Consulting, the global public relations and integrated communications arm of the Media Mantra Group, has announced a major expansion of its Dubai operations as part of its broader growth strategy in the Middle East. The enhanced presence will include a wider range of communication and reputation management services aimed at helping brands achieve stronger visibility and deeper audience engagement across the region.The move reflects the agency’s growing influence and commitment to the MENA market, with plans already underway to establish a new office in Saudi Arabia. This strategic expansion underlines Media Mantra Consulting’s focus on supporting regional and international brands as they navigate one of the world’s most dynamic business landscapes.Over the years, Media Mantra Consulting has earned a reputation as a trusted partner for companies across sectors including technology, real estate, lifestyle, and finance. Its integrated, full-service model combines media relations, digital and social strategy, crisis management, and content marketing, offering clients a unified approach to enhance credibility, visibility, and business outcomes.Through data-driven storytelling and insight-led strategies, the agency has consistently delivered campaigns that move beyond awareness to drive tangible impact—from elevating corporate reputation to deepening stakeholder trust. With its growing footprint and innovative communications approach, Media Mantra Consulting is fast emerging as one of the most dynamic independent PR firms in the MENA region.

Dubai-headquartered PR and communications agency, Shakespeare Communications, has been appointed by Frank Porter, a leading short-term rental property management firm in Dubai, as its public relations partner for the Middle East.Frank Porter, founded in 2017 and managing over 650 properties across the UAE, offers end-to-end solutions for homeowners including listing management, interior design, guest services and maintenance. With its mission of delivering hassle-free, premium short-let management, Frank Porter is ideally positioned to benefit from Shakespeare Communications’ expertise in real estate, hospitality and lifestyle sectors across the Gulf region.Anna Skigin, Founder & CEO of Frank Porter shares, "I am excited to work with Shakespeare Communications, a company with a reputation for excellence and professionalism. Their extensive experience in hospitality and real estate PR is exactly the fit Frank Porter is looking for, and I look forward to this fruitful collaboration."Under the agreement, Shakespeare Communications will leverage its deep media network across the UAE to secure high-quality coverage across print, digital and broadcast channels, while supporting Frank Porter’s business growth ambitions by building thought-leadership, and investor and media engagement for the short-term rental sector in Dubai and beyond.Ananda Shakespeare, Founder & CEO of Shakespeare Communications, says: “We are thrilled to welcome Frank Porter to our client family. Their full-service, owner-centric model in the booming Dubai short-term rental market aligns perfectly with our ongoing focus on real estate and hospitality communications. Together, we will elevate their presence and share their story of innovation and excellence.”From Frank Porter’s side, the collaboration represents an important step in reinforcing their leadership in a competitive market, and capitalising on evolving travel, tourism and property trends.The UAE short-stay rental market continues to expand, supported by favourable regulatory changes and rising tourism demand. Frank Porter’s full service proposition meets the need for turnkey solutions that simplify leasing for property owners, making this an opportune time to communicate their value.Shakespeare Communications, established in Dubai in 2014, brings boutique, personalised PR and communications services to a spectrum of sectors including property, technology, F&B, finance and hospitality. This partnership enables Frank Porter to tap into a tailored communications strategy that will support their growth trajectory in the UAE and GCC.

CPR Global, a leading reputation management and brand communications firm has won the communications and public relations mandate for KisanKraft, India’s leading player in the small-farm machinery segment with a strong focus on mechanization for small and marginal farmers. CPR Global will spearhead KisanKraft’s PR initiatives pan India, focusing on strengthening the brand’s presence across key national and regional markets. The partnership will encompass strong media relations, strategic storytelling, and communication campaigns aimed at deepening KisanKraft’s engagement with farmers and stakeholders nationwide.KisanKraft is a pioneering brand dedicated to empowering India’s farming community through affordable, innovative, and high-quality agricultural solutions. With an extensive portfolio of farm machinery, tools, and equipment, KisanKraft plays a vital role in driving efficiency and sustainability across the agricultural landscape. Trusted by over 50 lakh farmers nationwide, the brand has earned a reputation for its farmer-first approach and continuous innovation.“We are absolutely thrilled to partner with KisanKraft, a brand that is deeply ingrained in India’s agricultural landscape and has been empowering farmers for decades,” said Chaitali Pishay Roy, Founder of CPR Global. “KisanKraft’s legacy and reach across rural India make it a truly unique brand. At CPR Global, we look forward to driving impactful communication that strengthens their presence and builds brand resonance across even the remotest parts of the country.” “At KisanKraft, we believe in meaningful engagement with our customers and stakeholders,” said Ravindra Agrawal, Chairman of KisanKraft.. “We are confident that CPR Global’s expertise in communications and an understanding of rural economy, especially agriculture, will help us strengthen our brand presence and connect more deeply with farmers across India.”Over the years, CPR Global has partnered with a diverse portfolio of brands across AI, drone technology, healthtech, venture capital, retail, and D2C helping them drive brand visibility, credibility, and build long-term reputation. The firm crafts compelling brand narratives through strategic storytelling, stakeholder engagement, media relations, influencer partnerships, and personal branding.

Raghavendra Rao has taken on a new leadership role at Accenture as Managing Director, Global Head of Analyst Relations and Network of Centers, within the company’s Marketing and Communications function.In his new position, Rao will oversee global analyst relations and the management of Accenture’s Network of Centers, which play a pivotal role in driving the company’s innovation narrative and thought leadership. His appointment reinforces Accenture’s focus on strengthening relationships with industry analysts and showcasing its capabilities across diverse markets and industries.Rao shared the update through a LinkedIn post, expressing his enthusiasm about stepping into the role and continuing to contribute to Accenture’s global communications and marketing strategy.

Trishnala Vijayakar has joined Tourism New Zealand as India PR Manager, where she will lead communications and public relations efforts to bring the spirit, stories, and warmth of Aotearoa closer to Indian travellers.Announcing her new role, Trishnala shared, “Travel is where I’ve found perspective, joy, and connection over the years. I’m grateful to now channel that love into my work, as I join Tourism New Zealand’s global wh?nau and lead market efforts as its India PR Manager. Excited to bring the spirit, stories, and warmth of Aotearoa closer to Indian travelers!”Based in Mumbai, Trishnala brings over a decade of experience in communications, brand strategy, and storytelling across media and entertainment. Before joining Tourism New Zealand, she was Corporate Communications Manager at Viacom18, leading external communications for its Youth, Music, and English Entertainment cluster — including MTV, Vh1, Colors Infinity, and Comedy Central — along with Viacom18 Consumer Products and internal communications.During her three-year tenure at Viacom18, she built and launched several high-impact initiatives, including a UGC-centric digital consumer connect program, and led partnerships with government bodies such as Tele-MANAS, Mumbai Traffic Police, and Maharashtra Highway Traffic Police. She also conceptualized and drove youth-focused campaigns around road safety and mental health awareness, and worked on IPs like MTV Hustle and KaanPhod Music.Before Viacom18, she spent over four years with WarnerMedia, where she handled communications for brands like Cartoon Network, POGO, HBO India, and Warner Bros. She launched award-winning campaigns such as The POWfect Girls List celebrating 20 years of The Powerpuff Girls, and the large-scale child safety initiative #BachchePoliceBulayenge with the Mumbai Police.Her earlier experience includes roles at Edelman and MSLGROUP India, where she managed mandates for clients such as LinkedIn, PayPal, Diageo, Huggies, Marriott International Hotels, and History TV18.

Cumulus, an integrated communications consultancy headquartered in Gurugram, India, has been declared the “Best Regional PR Agency of the Year in Asia” at the prestigious London International Awards (LIA) 2025India-based Cumulus PR Communication has won a slew of awards consistently over the years for its impactful PR campaigns, beginning with Cannes Lions Gold in 2019. Over the years, campaigns it has worked on have gone on to win in multiple categories at Cannes and beyond – from LIA to CLIO to Spikes Asia and SABRE, among many others. This year, it has been declared Best regional PR Agency in Asia for its powerful and purpose-driven campaign ‘The Undekha Eye Test’ – an impactful campaign, driven by authenticity and rooted in culture in association with the Eyebetes Foundation and Godrej Creative Labs.Leveraging the world’s largest spiritual gathering, the Maha Kumbh mela, the initiative raised mass awareness about Diabetic Retinopathy, one of India’s leading causes of blindness. With over 150 million Indians at risk of vision loss due to diabetes, the initiative turned one of the country’s most sacred spaces into an unexpected yet powerful platform for sight-saving awareness. At the heart of the idea were the revered Naga Sadhus, who transformed into ambassadors of eye health. In a striking creative twist, these ascetics had eye test charts inscribed on their backs, turning every devotee’s gaze into a chance to save sight. Onlookers were then encouraged to undergo a free on-site eye check-up, blending faith, creativity, and purpose into an unforgettable act of public communication.Speaking on the achievement, Sumita Kaul, Founder Partner, Cumulus, said, “Cumulus is thrilled to be recognised as Best Regional PR Agency for Asia 2025 at the London International Awards. This recognition reaffirms our belief that purpose-driven communication has the power to create real, lasting change. The Undekha Eye Test was more than a campaign; it was a call to see what’s often unseen. We are immensely proud to have partnered with visionary collaborators to turn awareness into action on such a powerful scale”.Reena Sharma, CEO, Cumulus, added, “Being named ‘Best Regional PR Agency of the Year – Asia’ by the London International Awards is both an honour and a motivation. It celebrates our team’s relentless creativity, cultural insight, and commitment to impact. This win inspires us to keep crafting and supporting ideas that move people and move society forward.”The London International Awards (LIA), established in 1986, continues to honour the world’s most groundbreaking creative work in advertising, design, digital media, production, and craft. Known for its rigorous, onsite judging by internationally renowned creatives, LIA stands at the forefront of empowering creative expression worldwide, offering brands, agencies, and independent creators a platform to benchmark excellence and push the boundaries of communication.

Communications agency Ready10 has appointed Katie Chester as its new Account Manager. In her role, Chester will manage client accounts, oversee campaign execution, and support the agency’s strategic communications initiatives.Before joining Ready10, Katie Chester worked as an Account Manager at EMERGE, gaining experience in client management and campaign delivery. Her background in PR and communications is expected to strengthen Ready10’s work across its diverse client portfolio.This appointment highlights Ready10’s commitment to expanding its team with experienced professionals as it continues to create relatable ideas that engage audiences and drive results.

Boutique beauty and wellness PR agency Brandstand Communications has appointed Harriet?Allan as Account Executive. In this newly?opened role, Allan will support the agency’s PR and communication efforts across several high?profile client brands, including Weleda, MCoBeauty, St Tropez, Charles Worthington, Childs Farm and NEOM.Before joining Brandstand, Allan served as Communications Assistant at Beauty Pie, where she gained experience in supporting brand?level messaging and media coordination.At Brandstand she will be working on campaign planning, media relations and broader communications activity for the agency’s roster of beauty and wellbeing clients. The move signals Brandstand’s continued growth in the sector and its commitment to bolstering its team with talent experienced in brand communications.

Performance fashion brand Gym King has appointed Olivia Ball as its new Communications Manager. In her new role, Ball will be responsible for overseeing the brand’s communication strategies and supporting its efforts to strengthen engagement with consumers, media, and stakeholders.Prior to joining Gym King, Olivia Ball was part of the corporate communications team at Evri, where she contributed to shaping the company’s messaging and public relations initiatives. Her experience in corporate communications is expected to bring valuable insight and expertise to Gym King’s growing team.This appointment comes as Gym King continues to expand its presence in the performance fashion sector, emphasizing both style and functionality for its audience.

OpenAI has appointed Vasundhara Mudgil as India Communications Lead, marking her transition from Spotify, where she served as Head of Communications for India for over seven years. Based in Mumbai, Mudgil will oversee OpenAI’s communications strategy and operations in the Indian market.At Spotify, Mudgil played a key role in shaping the platform’s communication and storytelling efforts, including the brand’s India launch. She led internal and external communications strategy, developed localized narratives for product and brand communications, and worked with global teams to align business priorities with earned media strategies. Her efforts contributed to Spotify’s visibility and positioning within India’s competitive digital media landscape.Before joining Spotify, Mudgil headed communications at Intel Corporation India, where she managed brand messaging, external engagement, and crisis communication. She collaborated closely with regional teams to integrate local and global strategies while leading agency teams to execute key communication campaigns.Mudgil began her career at Genesis Burson-Marsteller, where she spent more than seven years managing clients across corporate, technology, telecom, and media sectors. During her tenure, she progressed from Associate to Associate Partner, focusing on business growth, campaign management, and client relations.With extensive experience across global technology and media brands, Mudgil brings a strong background in strategic communications, reputation management, and brand storytelling to her new role at OpenAI.

PRecious Communications has expanded its regional leadership team with two key appointments as it aims to fast-track its growth across Asia Pacific. The agency has named seasoned communications professional Joanna Ong (pictured right) as its first Regional Chief Operations Officer, while Sunita Kanapathy (pictured left), currently Regional Vice President of Corporate and Brands, will take on additional responsibilities as Malaysia Market Lead.In her new role, Ong will oversee operations across PRecious’ core markets—Singapore, Malaysia, the Philippines, Indonesia, Thailand, and Vietnam. Her focus will be on enhancing operational efficiency, client service delivery, and talent development across the region. She will report directly to Lars Voedisch, Group CEO of PRecious Communications, and work alongside him to advance strategic business goals and ensure sustainable regional growth.With over 25 years of experience in communications and marketing, Ong has held senior leadership positions at Hilton and Radisson, and consultancy roles at Burson, Ogilvy, and MSL. She also founded a regional PR agency and most recently served as Managing Director of MSL Singapore, before moving into a regional communications leadership position at Publicis Groupe Asia Pacific.Sharing her excitement about the new role, Ong said,“I am incredibly excited to join PRecious as it embarks on its next stage of growth in the region. I look forward to working with the talented team across markets to further build on PRecious’ success to achieve its strategic vision in delivering the best business outcomes for clients and growth opportunities for the team.”Meanwhile, Kanapathy’s expanded role comes six months after joining PRecious. Alongside her regional remit, she will now lead the Malaysia business—strengthening client partnerships, nurturing talent, and driving business growth. She will report to Ong.Kanapathy brings over 25 years of experience to the role, including leadership positions at Ogilvy Malaysia. Her expertise spans integrated communications for multinational and regional brands across sectors such as financial services, healthcare, and travel, coupled with a strong understanding of Southeast Asian markets.Her appointment follows the departure of Joey Gan, who previously led Malaysia operations and served as Regional VP for Integrated Marketing Communications. Gan, who joined PRecious in 2022, announced a career break on LinkedIn a few weeks ago.Voedisch said the appointments reflect the agency’s next phase of expansion.“Joanna brings a proven track record of transforming organisations and building high-performing teams while Sunita has demonstrated exceptional leadership, driving impact across our corporate and brands businesses. Their strategic vision and deep regional experience will be invaluable as we continue to scale and solidify PRecious’ position as a leading communications powerhouse in Asia, and one day beyond.”Commenting on her new mandate, Kanapathy said,“Malaysia is a key market with tremendous potential, and my focus will be on ensuring we continue delivering meaningful, results-driven work for our clients while building a strong, connected team.”

Acko has promoted Shirsha Majumder to Senior Manager – PR & Communications, acknowledging her growing contribution to strengthening the company’s brand voice and communication strategy.With over nine years of experience in public relations and corporate communications, Majumder has been an integral part of Acko for the past three years, driving external communications and enhancing brand presence. Before joining Acko, she worked with HDFC Life, Adfactors PR, and Edelman, handling diverse brand mandates across industries.Her promotion comes as Acko expands its footprint in the insurance and fintech ecosystem, underscoring the company’s focus on strategic communication and brand storytelling to support its next phase of growth.

AMC Entertainment has announced multiple senior-level promotions to strengthen its strategic growth and operations.Edwin Gladbach has been named Senior Vice President, General Counsel & Secretary, overseeing all legal, regulatory, and governance matters for AMC and reporting to Chairman and CEO Adam Aron. Kelly Schemenauer has been promoted to Vice President, Associate General Counsel & Assistant Secretary, reporting to Gladbach and taking an expanded leadership role in legal and compliance strategy.Carrie Trotter will lead AMC’s Marketing Department as Senior Vice President, Marketing, joining the senior leadership team and reporting to Dan Ellis, Chief Operations, Development & Marketing Officer. Ryan Noonan has been elevated to Senior Vice President, Public Relations, continuing to manage AMC’s media strategies and press interactions.Ellen Copaken will assume a newly created role as Senior Vice President, Business Development, responsible for securing new business opportunities and partnerships, while also joining AMC’s Executive Committee and reporting to Aron.These leadership changes aim to enhance AMC’s strategic initiatives across legal, marketing, public relations, and business development.

Supraja Srinivasan has stepped down as head of PR and communications at BookMyShow, covering India, Southeast Asia, Sri Lanka, and the UAE. She had spent seven years at the company, leading its communications initiatives across multiple regions.Prior to joining BookMyShow, Srinivasan worked at The Economic Times for over two years and has held roles at Bloomberg TV and CNBC-TV18, building a 15-year career in the communications and media industry.

Bloomingdale Public Relations, one of the fastest-growing boutique PR firms in Asia, recognized for its strategic brand-building expertise and impactful storytelling across diverse markets, has announced the appointment of Sanya Jain, as Strategic Communications Lead - North, underscoring its commitment to strengthening its presence in the capital through strong leadership. In her new role, Sanya will lead business expansion, amplify client partnerships, and build team culture in Delhi, advancing the firm’s vision of pioneering future-ready reputation strategies.Sanya brings extensive experience in the PR and communications industry, with expertise in consumer, corporate, crisis, and internal communications. Over the years, she has partnered with Fortune 500 companies including HP, Google, Microsoft, and TikTok, among others. With a proven ability to craft narratives, Sanya has successfully led initiatives ranging from product launches and brand reinventions to high-impact reputation management.Based in New Delhi, Sanya will report directly to Vikram Kharvi, CEO of Bloomingdale PR.“We’re thrilled to welcome Sanya to lead our Delhi operations. Her diverse experience across consumer and corporate communications, coupled with her strategic thinking and forward-looking approach, will be crucial in strengthening our presence in one of the most dynamic markets of the country”, said Vikram Kharvi, CEO, Bloomingdale PR. Commenting on her appointment and new role, Sanya Jain, Strategic Communications Lead - North, Bloomingdale PR said, “I’m excited to take on this new role and grateful for the trust placed in me. Bloomingdale has built a great reputation for its creative and strategic approach, and I’m looking forward to working with our amazing clients and teams to do meaningful, impactful work in Delhi and beyond.”With this appointment, Bloomingdale PR continues to reinforce its commitment to strengthening its footprint in Delhi, a priority market in its nationwide expansion strategy. 

In a strategic move to strengthen its national presence and redefine authenticity in wellness, Amrutam, a distinguished Ayurvedic brand known for its classical, Ministry of AYUSH-certified formulations and a dedicated women-first mission, has partnered with The Other Circle (TOC) a leading strategic communications agency.Under this collaboration, TOC will lead Amrutam’s pan-India public relations and reputation management mandate, driving visibility, trust, and relevance across diverse audiences. The partnership will focus on positioning Amrutam as the benchmark for ethical, evidence-based Ayurveda, a space where efficacy, transparency, and culture converge.Rooted in its philosophy “Health is Beauty,” Amrutam champions internal wellness over superficial fixes a sentiment that deeply resonates with post-pandemic consumer values. Unlike brands that simplify or commercialize Ayurvedic traditions, Amrutam stays true to classical processes and texts, ensuring every product delivers time-tested results backed by authenticity.As a passionate women-first brand, Amrutam offers deep, specialized support across a woman’s entire physiological journey from her first period to menopause. This holistic approach goes beyond products, extending into community-led initiatives such as blogs, podcasts, and doctor consultations that educate and empower women at every life stage.Stuti Ashok Gupta, Co-Founder of Amrutam, shared: “Central to Amrutam’s model is our women-first approach, supporting holistic health across every stage of life. Beyond our formulations, we’ve built a trusted ecosystem rooted in education, consultation, and community. Guided by our belief that Health is Beauty, we continue to honour classical Ayurvedic wisdom while making it relevant and effortless for modern lifestyles.”Aakanksha Gupta, Founder & CEO of The Other Circle, “Amrutam isn’t just a D2C success story it’s a brand that makes wellness feel honest again. The $4.5 trillion global wellness industry may be booming, but it’s also battling a trust deficit. As an Amrutam consumer myself, I’ve experienced how their products go beyond beauty or quick fixes. They heal, they restore, they stay true to what Ayurveda really stands for. At TOC, we’re excited to bring our strategic rigour and storytelling to this journey to help make Amrutam the gold standard for authentic, high-efficacy Ayurveda, and to position Ayurveda not just as our heritage, but as the future of global wellness built on proof, purpose, and provenance.”Alita D’souza, Group Head – Consumer & Lifestyle at The Other Circle, added: “What sets Amrutam apart is its fidelity to source. Every formulation is derived directly from ancient, time-tested Ayurvedic texts guaranteeing efficacy and integrity. This authenticity is matched by their ethical practices: PETA-certified, cruelty-free, and vegan. When coupled with a women-first mission that addresses complex, underserved health narratives, Amrutam isn’t just creating products, it's creating trust.”The partnership will launch a comprehensive communications campaign aimed at educating consumers on classical Ayurveda’s relevance in contemporary life and solidifying Amrutam’s position as a trusted leader in authentic, women-centric wellness. Together, Amrutam and TOC seek to elevate Ayurveda into a global conversation, building a culture of health that values ethics, efficacy, and enduring care.

CHANEL has appointed Katie Welch as Head of USA Brand and Company Communications, effective January 5, 2026.In her new role, Welch will oversee integrated brand and corporate communications across all divisions, reporting to Stéphane Blanchard, with a dotted line to Global Chief Communications Officer Ruth Warder. She will be responsible for strengthening CHANEL’s narrative in the United States through creative and culturally resonant communication strategies.Welch joins the French luxury fashion house from Rare Beauty, where she served as Global Chief Marketing Officer, leading global marketing, PR, partnerships, and social impact initiatives.She will also become a member of CHANEL’s USA Management Committee, supporting the brand’s continued growth and engagement across the region.

The International Council on Mining and Metals (ICMM) has appointed James Clark as director of communications and external affairs, effective March 2026.Clark joins ICMM from the National Farmers Union (NFU), where he served as director of communications and external affairs. At NFU, he oversaw communications and engagement strategies for one of the UK’s largest industry bodies, representing over 46,000 farming and growing businesses. His work included leadership across policy advocacy, media relations, stakeholder engagement, education, and digital communications.Before his tenure at NFU, Clark held senior roles such as head of press and public affairs at Toyota (GB) and director at Cardew Group, a City-based public relations firm. His career spans more than two decades in strategic communications, public affairs, and stakeholder engagement across multiple sectors.In his new role, Clark will lead ICMM’s global communications, external affairs, and stakeholder engagement initiatives. He will also support the organisation’s broader mission to promote sustainable development and responsible mining practices as part of its executive management team.

Sally Beauty, the consumer retail arm of Sally Beauty Holdings, Inc. (NYSE: SBH), has named Creative Media Marketing (CMM PR) as its new public relations agency of record. The announcement, made Monday, follows a period of notable growth for the company, whose stock has climbed more than 83% over the past six months, according to InvestingPro data.CMM PR will oversee Sally Beauty’s communications strategy, including media relations, events, partnerships, and PR-led campaign development. The move aligns with the company’s ongoing “Sally Ignited” brand refresh initiative, which aims to modernize its image and strengthen consumer engagement.“As Sally Beauty enters this next stage, we’re excited to partner with Creative Media Marketing to bring our brand story to life in new and meaningful ways,” said Chris Kobus, Chief Marketing Officer at Sally Beauty.Carolanne Coviello, Executive Vice President at CMM PR, added, “Sally Beauty is an iconic retail brand serving the beauty industry. With a rich legacy and a forward-thinking, disruptive strategy, we are honored and excited to make an impact as their PR agency in 2026.”Sally Beauty Holdings operates as a specialty retailer offering professional-quality hair color, hair care, and nail products. Its stores carry up to 7,000 items across proprietary and professional brands. With a market capitalization of $1.43 billion and a P/E ratio of 7.77, InvestingPro’s analysis suggests the company’s stock remains undervalued relative to its fair value.The retailer has outlined plans to enhance customer engagement, broaden its product mix, and drive innovation in the coming year. Sally Beauty is also set to release its next earnings report on November 6. The company maintains a healthy financial position, with liquid assets exceeding short-term liabilities and a net income of $194 million over the past twelve months.In its most recent quarterly results, Sally Beauty exceeded expectations, reporting third-quarter earnings per share of $0.51 compared to the projected $0.43. Revenue reached $933 million, ahead of forecasts of $928.78 million. The results sparked a 14.84% jump in pre-market trading, signaling strong investor confidence.Following the report, Canaccord Genuity raised its price target for Sally Beauty to $19 from $15 and reiterated a Buy rating, citing positive discussions with company management. TD Cowen also lifted its target to $16 from $13, highlighting progress in the company’s modernization initiatives, including 20% marketplace growth and the expansion of its Happy Beauty brand.Earlier, Canaccord Genuity had raised its target to $15 after the Q3 report, noting that sales fell 1.0%—a smaller decline than expected—while comparable sales dipped 0.4%, outperforming both internal guidance and analyst estimates.

Elisabeth Field has announced her departure from Eulogy, marking the end of an 11-year journey with the London-based creative communications agency. Field shared the news on LinkedIn, reflecting on a decade that saw Eulogy evolve from a traditional PR business into a “multi-channel, integrated creative agency.”Field joined Eulogy in 2014 and took on the role of CEO in 2018. Under her leadership, the agency expanded internationally, strengthened its commercial structure, and diversified its services. She described her tenure as a period of transformation, saying her experience was defined by “the spirit of challenge, resilience and ambition.”During her time at the helm, Field oversaw the launch of new capabilities, the development of a leadership team “defined by smarts, creativity and heart,” and the creation of systems that allowed the agency to “grow with clarity, confidence and commercial realism.”Reflecting on her journey, Field highlighted the people behind Eulogy’s success. “I’m most proud of the team we built,” she wrote. “From the grads all the way to the board, I got to work with some of the best in the industry.” She also expressed gratitude toward clients “who took risks, who trusted us with their brands, their stories, their reputations and sometimes their jobs.”Field’s LinkedIn post offered a personal glimpse into her leadership philosophy. “My job was never to be the fountain of all knowledge,” she noted. “It was to bring the right people together, create the best environment for them, give them the right tools to create magic, then support them all the way.”Before joining Eulogy, Field built a strong career across leading communications firms. She served as Managing Director and Deputy Head of Corporate Reputation at MHP Communications (2010–2014), following senior roles at Mandate Communications and Four Communications. Her early career began at Weber Shandwick, where she worked as an Account Manager from 2000 to 2002.As she signs off from Eulogy, Field leaves behind a legacy of creativity and cultural impact. In her farewell note, she summed up her journey with the quote that once appeared on her business card: “It is not the mountain we conquer, but ourselves.”

Mosaic Media and MSI Communications have announced plans to form a strategic partnership — described as the largest of its kind in Alaska — bringing together two well-established agencies with complementary expertise to deliver stronger, more integrated marketing solutions.Mary Ann Pruitt, Founder and CEO of Mosaic Media, said, “We’ve spent years honing our digital media skills on the national stage. Now, teaming up with Alaska’s renowned creative agency, MSI, we can bring our expertise home to Alaska to address the rapidly evolving needs of the marketplace.”Mosaic Media is known for its work in media strategy, programmatic advertising, and data-driven marketing, while MSI Communications has spent more than three decades building a reputation as a full-service creative, advertising, and PR agency serving many of Alaska’s top brands.The partnership, expected to be finalized later this year, will give local businesses access to national-level media capabilities combined with strong local insight. The collaboration reflects the changing media landscape, where digital growth demands creative strategies that cut through clutter and deliver measurable results.Laurie Fagnani, Founder and CEO of MSI Communications, said, “It’s a perfect match of skills and culture. This ensures the agency, which is built on long-term relationships with the state’s leading industries, is poised for even greater success.”Adding to that, Kris Miller, President of MSI Communications, noted, “For our team, it’s a tremendous opportunity. They’ll work cohesively with a team of talented digital media specialists, giving us more depth and breadth in house, closer to the client, while better serving the Alaska communities that we care so deeply about.”

PR Newswire has appointed former Indian Express journalist Gairika Mitra to head its newly launched Managed Services division — a strategic initiative designed to help brands amplify their communication in a smarter, more data-driven way.In her new role, Mitra will oversee efforts to help organisations go beyond just issuing press releases, focusing instead on building content that performs better across search engines, answer engines, and AI-powered discovery platforms.This enhanced approach will be powered by PR Newswire Amplify, a distribution solution built on Google’s Gemini framework, aimed at optimising how brand stories surface online.Before this, Mitra worked with The Indian Express and began her career interning with Network18’s CNN-IBN.

Freedom24 has promoted Bulat Latypov to Chief Communications Officer (CCO), marking nearly five years with the company.In his new role, Latypov will lead Freedom24’s communications, branding, and stakeholder engagement strategy across Europe, while also contributing to the wider global communications agenda of parent company Freedom Holding Corp.According to the company, the position is central to shaping how the Freedom brand is perceived—driving its voice of innovation, trust, and responsibility, and ensuring alignment with global business objectives. As part of the leadership team, the CCO will advise senior management on strategic communications, brand positioning, and stakeholder relations, while overseeing external and internal communications, media relations, sponsorships, and public affairs.Latypov, who began working in Cyprus in 2018, joined Freedom24 in 2021 as Head of PR for Europe and later served as PR & Communications Director.Earlier this month, Freedom Holding Corp. marked six years since its Nasdaq listing. The financial services and technology group now operates across 22 countries, recently expanding its presence in Limassol with the opening of Freedom Tower II on Christaki Kranou Street.Announcing his new role on LinkedIn, Latypov shared a quote from U.S. financial journalist Bob Pisani: “The most valuable sources are those who both know what they are talking about and who can provide an honest opinion.”

Mosaic has expanded its senior leadership team with the appointment of Helen Barnett, Anna-Marie Casas, and Doug Smith as Senior PR and Digital Account Managers.Commenting on the new hires, Mosaic Chief Executive Karen Ainley said, “This is a landmark year for Mosaic – 25 years of telling powerful stories, protecting reputations and helping our clients grow. Welcoming Helen, Doug and Anna-Marie further strengthens our ability to deliver across the full communications mix.”She added that the rapid development of AI is creating an exciting time for the industry: “Helen, Doug and Anna-Marie join us in embracing new technology while also holding the key fundamental communications skills in abundance, meaning we can unlock more growth for our clients.”Barnett, an award-winning journalist and former Harwich Standard reporter, brings 15 years of experience across regional and national media and previously served as Associate Editor for the Daily Express website.Anna-Marie Casas joins with over three decades of experience in journalism and public relations, having led press offices, communications teams, and editorial projects for major national brands.Doug Smith adds ten years of creative expertise as a copywriter, along with experience as a published children’s author and in the music industry.

KULT, India’s pioneering beauty-tech platform redefining beauty discovery through intelligence and personalization, has announced the appointment of Adyasha as Head – Creative and Brand Communication.A seasoned creative director, writer, and thinker, Adyasha brings over 12 years of experience in shaping campaigns and narratives that merge culture, commerce, and identity. Her multidisciplinary portfolio spans television, digital and social media, print, AVs, and innovation-led brand engagements for marquee names such as Anmol Jewellers, Daawat, Taco Bell, Air India, and British Airways.In her earlier years, Adyasha honed her craft within leading creative agencies and studios, mastering brand story architecture and human insight-driven messaging across platforms. As she advanced into leadership roles, she became known for mentoring creative talent, driving voice evolution, and building engaging brand ecosystems across diverse markets. Deeply rooted in contemporary Indian culture and identity, she brings to every brief a rare blend of wit, empathy, and strategic clarity—creating work that connects authentically and endures.At KULT, Adyasha will spearhead the brand’s creative vision, communication strategy, and narrative development. She will collaborate closely with product, technology, and marketing teams to define KULT’s voice and identity as the brand continues its mission to make beauty discovery more inclusive, intelligent, and technologically driven.Karishma Singh, CEO of KULT, expressed her enthusiasm about Adyasha’s appointment, stating, “Adyasha is one of the youngest creative leaders in India to have shaped some of the most memorable brand stories of our time, and we’re thrilled to have her leading the KULT brand. She understands culture, internet language, and the emotional core of how brands connect. At KULT, she will define how we speak, what we stand for, and how our beauty-tech platform creates value for consumers in ways that genuinely matter.”Speaking on her appointment, Adyasha said: “I believe beauty is more than aesthetics, it’s about identity, confidence, and storytelling. At KULT, the opportunity is to build not just a brand but a story-world where technology, culture, and creativity converge in ways that feel personal to every individual consumer. I’m thrilled to join this team at such an exciting stage of growth and to help shape how KULT speaks, moves, and lives in the minds of people.”KULT continues to strengthen its leadership bench as it prepares for rapid growth. Recent key appointments also include Ravish Kumar Chaubey as Head of Marketing and Rishi Patnaik as Chief Business Officer. Ravish, known for his work with brands like Meesho and Flipkart, brings over 15 years in driving bold consumer campaigns. Rishi, who has held leadership roles at Nykaa and Jabong, brings fresh perspective for expanding KULT’s reach and shaping business strategy.These appointment marks a pivotal step in KULT’s journey as it strengthens its creative leadership to underline its vision of redefining the beauty-tech landscape through authentic storytelling and human-centred innovation. On the business front, the company secured $20 million (approximately ?170 crore) in Series A funding, led by the M3M Family Office. This investment is already focused on expanding the platform’s offerings with 700 premium beauty products lined up and ambitions to process more than 10,000 orders a day by year-end. KULT’s growing network of beauty experts and its focus on smarter, personalized recommendations is setting new standards as the industry heads toward a $10 billion market size by 2027.

Mumbai-based marketing professional Khyati Shah has taken on the role of Vice President - Marketing Head at 1Point1, beginning October 2025. Shah brings over 16 years of experience in marketing and communications across various industries and geographies.Prior to joining 1Point1, Shah spent over four years at Adfactors PR. She most recently served as Senior Group Head Digital from April 2024 to October 2025, leading digital reputation management and integrated marketing campaigns. She also held the role of Group Head from July 2021 to March 2024, where she managed large teams and drove marketing initiatives across consumer, mobility, and fintech sectors.Shah’s earlier experience includes a significant tenure at YES BANK, where she was Senior Vice President for Digital, NRI Marketing, and YES Invest from July 2013 to February 2018. During this period, she conceptualized and executed social media marketing, paid campaigns, and website revamps, achieving notable milestones such as YES BANK becoming the most followed Indian bank on Twitter and the fastest growing on Facebook for two consecutive years. She also managed large-scale NRI marketing campaigns, including events and branding in Dubai, Singapore, New York, Australia, and across India.Earlier roles include Vice President and Assistant Vice President positions at YES BANK, Manager - Internet Marketing at HDFC Bank, and Assistant Manager at ICICI Bank, where she handled digital marketing, online acquisitions, brand campaigns, and product marketing.Shah holds an MBA in Marketing & E-commerce from MET Institute of Management and a Bachelor of Commerce in Economics, Statistics, Export, and Accounts from Mithibai College. Her key skills include online reputation management and crisis communications.

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, Kuhu Rastogi, Marketing & Communications Head at Invenia–STL Networks, shares her insights on shaping impactful communication strategies in the rapidly evolving tech and network infrastructure space. With a strong background in brand marketing and corporate communications, Kuhu discusses how storytelling, innovation, and data-driven insights are redefining the role of PR in building trust and driving business transformation. She also talks about the importance of aligning brand purpose with communication strategy, the growing convergence of marketing and PR, and how agility and authenticity remain key to creating meaningful audience engagement in today’s digital-first world.Marketing in the technology and IT sector has evolved rapidly over the past decade. How have you seen this transformation, and what are the priorities shaping Invenia’s marketing agenda today? Ans: In the past decade, marketing in technology has shifted from a product push to a value-driven pull. Buyers today are no longer impressed by technical specifications alone; they want partners who understand their business context, can solve complex problems, and can demonstrate outcomes with credibility. With buyers now hyper-informed, digital-first, and largely self-directed, marketing has become less about persuasion and more about enabling confident decisions. At Invenia–STL Networks, we see our role as shaping this new reality. Our priority is to position ourselves as a trusted partner of choice by combining domain expertise with insight-led storytelling. We are building engagement platforms that make our capabilities visible, accessible, and relevant, while ensuring our brand stands for credibility, foresight, and impact. The shift is being defined by three big forces: 1. The Autonomous Buyer – 60% of B2B customers base their decisions on digital content. This means credibility in the digital space is no longer optional; it is decisive 2. Buyer Enablement, Not Just Lead Gen – Marketing must simplify complex buying journeys by providing tools, insights, and proof points that help stakeholders align and decide with confidence 3. The Mandate for Proof of Value – Buyers expect validation, not claims. That’s why interactive content, ROI frameworks, and contextual storytelling are becoming core to marketing Our agenda at Invenia-STL Networks is built around operationalizing this transformation. We are doing this by:4. Elevating Domain Expertise to Insight-Led Storytelling: We leverage our successful execution in mission-critical projects to serve as definitive "proof of outcomes." This expertise is channeled into content that frames value for specialized industry needs 5. Investing in Digital Engagement Platforms: Our focus is on enabling confident buying by integrating tools that affirm value across the digital journey6. Reinforcing Brand Credibility: We ensure our brand communicates both credibility and a long-term vision, aligned with our purpose of 'Empowering next-generation innovation through cutting-edge digital infrastructure'Emerging technologies like AI and MarTech are redefining how B2B organisations engage customers. How is Invenia leveraging these tools to rethink traditional marketing approaches and deliver measurable impact?Ans: AI and MarTech are no longer just buzzwords but enablers of precision. They allow us to understand customer journeys more deeply, personalise engagement at scale, and track effectiveness in real time. We are rethinking traditional approaches by blending data-driven targeting with contextual storytelling, ensuring campaigns resonate both rationally and emotionally. These tools also enable us to test, refine, and optimise faster, so we can deliver outcomes that are measurable not just in terms of leads, but in stronger client relationships and improved retention. This shift is helping us move marketing from an enabling-function to a true driver of business impact. In a landscape focused on metrics and ROI, how do you balance the need for performance marketing with building a strong, enduring brand presence?Ans: We view performance and brand as fundamentally interdependent, not separate agendas. Performance marketing delivers immediate visibility and pipeline, while brand equity builds trust and recall that sustain relevance over the long term. In B2B, where decisions are complex and high-stakes, this balance is critical as brand credibility often becomes the decisive factor in winning large-scale engagements. Industry data reinforces this: 87% of B2B buyers say trust is essential in decision-making, and investment in the brand has proven to be a growth driver. However, every tactical performance campaign must ladder up to a consistent brand narrative. At Invenia-STL Networks, we integrate both seamlessly, ensuring that while performance campaigns deliver measurable ROI, they also reinforce our larger purpose of credibility, innovation, and long-term value creation.Looking ahead, which trends do you believe will define the next phase of B2B technology marketing in India?Ans: The next phase of B2B technology marketing in India will be defined by an acceleration of digital-first engagement, hyper-integration, stronger use of data to demonstrate business value, and a rising prominence of purpose-driven communication. Thought leadership will play an even bigger role as customers seek partners who understand industry challenges and demonstrate deep and actionable industry insights. Sustainability and purpose-driven communication will also grow in importance as enterprises increasingly look at technology providers through the lens of long-term impact, not just immediate cost efficiency. Additionally, India’s digital-first buyer behaviour will demand continuous innovation in channels and formats, with video, community-led platforms, and interactive experiences becoming central to how B2B brands build engagement. I also foresee a deep strategic integration of marketing and sales. This alignment through shared goals, unified data, and a focus on collaborative nurturing will increase ROI and shorten the sales cycle.Drawing from your experience in global marketing leadership, what lessons stand out in driving successful strategies, navigating change, and achieving results that matter? Ans: The lessons that consistently stand out are centered around agility, relentless customer focus, and operationalizing scalability.1. Put the Customer at the Heart of Growth: This is the foundational lesson. Successful strategies emphasize personalized experiences and value propositions that are solution-focused, demonstrating deep expertise rather than merely listing product or service features High-performing organizations utilize effective analytics and tailored content to co-create go-to-market strategies with sales and product teams, placing customer insights at the core of every decision 2. Master the Hybrid Operating Model: The concept of a single-channel strategy is obsolete. Success demands a fluid, hybrid operating model that seamlessly blends digital self-service with human interaction. The strategy must identify the right mix of digital tools and human guidance necessary to drive profitable, high-quality purchase decisions 3. Build a Scalable, Data-Driven Engine: For transformation to drive measurable results, successful practices must be repeatable. This requires establishing a scalable sales and marketing engine by rigorously leveraging data, advanced technology, and agile operating models 4. Rethink the Talent Strategy: A new world of selling requires new capabilities. As customers become hyper-informed and demand more, leaders must invest in developing the skills necessary to navigate complexity, provide expert guidance, and manage multi-stakeholder buying groups. The focus is on fostering the cultural and behavioral change required for the strategy to truly stick and deliver sustained impact.

Zed Mobility, the ride-hailing app developed by Al Ghurair, has named POP Communications as its public relations agency of record. The appointment marks a strategic step in Zed Mobility’s efforts to strengthen its brand positioning and expand its influence in the rapidly evolving mobility sector across the Middle East.Under the mandate, POP Communications will lead public relations and influencer marketing initiatives to enhance Zed Mobility’s visibility, highlight its innovation-driven approach, and support its mission to redefine urban transportation in the region.The collaboration will focus on building meaningful engagement with consumers and stakeholders while amplifying Zed Mobility’s role in shaping the future of mobility in the Middle East.

Global education and student mobility leader MSM Unify has announced the appointment of Dr. Sonali Sinha as Vice President – Public Sector Partnerships & Skill Development.A distinguished leader with over 30 years of experience, Dr. Sinha brings deep expertise in skill development, employment generation, and government relations. Her multi-sectoral background spans hospitality, academia, and the skilling ecosystem, having worked with prestigious brands such as The Leela Hotels and The Taj Group, and most notably serving as CEO of the Tourism & Hospitality Skill Council (THSC) under the aegis of NSDC and the Ministry of Skill Development & Entrepreneurship, Government of India.Throughout her career, Dr. Sinha has led large-scale, high-impact training programs that have transformed the lives of over 450,000 youth across the country. She has played a pivotal role in shaping national skilling strategies, including migration mapping, demand aggregation, and building industry-government partnerships that foster sustainable employment pathways.In her new role at MSM Unify, Dr. Sinha will lead the company's efforts in aligning with public sector priorities, expanding strategic partnerships, and advancing inclusive, future-ready workforce development initiatives.Sanjay Laul, Founder and CEO of MSM Unify, said, “We are excited to welcome Dr. Sonali Sinha to the MSM Unify leadership team. Her extraordinary track record in skill development and public sector engagement complements our mission to democratize global education and connect it meaningfully to employability. With Dr. Sinha’s leadership, we aim to build impactful partnerships with governments and institutions to empower the next generation of global learners and workers.”On her appointment Dr. Sonali Sinha said, “I am honoured to join MSM Unify at a time when skill development and international education are becoming deeply interconnected. I look forward to contributing to MSM’s vision by creating strategic partnerships that not only enhance access to education but also ensure meaningful career outcomes for youth across diverse geographies. Together, we can build inclusive and future-ready ecosystems that truly make a difference.”Dr. Sinha’s appointment marks a significant step in MSM Unify’s vision to bridge global education with employability and economic empowerment, especially in collaboration with governments and development agencies.

8x8 has appointed SourceCode Communications as its new PR Agency of Record, marking a focused push to boost the company’s brand visibility and presence in key markets. The announcement was made in October 2025.Headquartered in New York, SourceCode Communications has built a reputation for strong storytelling, media relations, and data-backed campaigns. Founded in 2017, the agency takes a human-centered approach to technology communications. Its SourceCode StoryHub™ framework helps companies shape messages that connect with audiences in a real and memorable way. The agency also champions diversity through initiatives that support women and minority-owned businesses.As part of the new partnership, SourceCode will drive strategic communications efforts for 8x8. The goal is to strengthen the company’s leadership voice and sharpen its positioning in the highly competitive cloud communications and contact center space. SourceCode’s experience working with technology brands, along with its focus on measurable outcomes, is expected to help 8x8 engage more effectively with customers, partners, and the wider industry.

Kaivalya Communication, one of India’s leading integrated public relations agencies, announced the appointment of Amit Pant as Senior Account Director.Amit brings with him over one and a half decades of experience in media relations, crisis management, and client servicing. Over the years, he has worked with several renowned PR agencies, managing clients across diverse sectors including healthcare, real estate, political communication, art & culture, automobile, government, CSR, telecom, and education, among others.In addition to his professional experience, Amit has also been a guest lecturer at various media institutes, sharing his industry knowledge and insights with aspiring communication professionals.This marks Amit’s second innings with Kaivalya Communication, as he had started his career with the agency and contributed for nearly four years during his earlier tenure.Expressing his gratitude, Amit Pant said,“I am thankful to Kaivalya Communication and Mr. Vishal Mishra for giving me this great opportunity once again. It feels wonderful to return to where it all started.”Kaivalya Communication is a leading PR and communications agency known for its strategic approach and impactful campaigns across sectors including healthcare, real estate, lifestyle etc. 

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, Paromita Ghosh, Director of Candid by Paromita, shares insights from her illustrious two-decade journey in PR, corporate communication, and branding. A visionary leader who has worked with over 200 brands across diverse sectors, Ghosh speaks about her inspiration behind founding Candid by Paromita, her approach to authentic storytelling in the digital era, and how the agency has become a driving force in Eastern India’s communication landscape. From curating hyper-local influencer campaigns to building phygital brand experiences, Ghosh discusses the evolving dynamics of PR, the importance of cultural relevance in Eastern markets, and her vision for expanding Candid by Paromita’s footprint across India. You’ve had an illustrious career spanning over two decades in PR, corporate communication, and branding. What inspired you to establish Candid by Paromita? Candid by Paromita has been created with the vision to deliver innovative and client-centric solutions, empowering brands to connect meaningfully with their audiences, especially in Eastern India. Our objective is to create memorable brand experiences that make a lasting impact on the audience’s and consumers’ minds, bringing a positive change in society, helping businesses grow, and adding considerable value to people’s lives through authentic and original storytelling that connects with people. I always wanted to bring my vision alive and help businesses in and around Kolkata achieve greater heights, establish a strong brand voice, and not just be visible but a household name. Having worked with over 200 brands across diverse sectors, how do you ensure each campaign remains authentic and tailored to its audience? When I started over two decades ago, PR storytelling was about press releases and coverage. Today, it’s about creating experiences and conversations. The story doesn’t start or end with the media—it lives on social platforms, influencer voices, and consumer content. What’s changed most is who tells the story. It’s no longer the brand alone—it’s the community. Storytelling now means building a two-way relationship where audiences feel seen, heard, and inspired. For us, every campaign starts with a simple question: What emotion do we want to evoke? The medium may change, but the heart of storytelling—authentic connection— remains timeless. The communications landscape has evolved rapidly with the rise of digital media. How has your approach to PR and brand storytelling changed over the years? Over the past few years, Digital PR has moved from being a supporting arm to becoming the backbone of communication strategy. In 2025, what we’re seeing is a more data-driven and content-personalised approach. AI-driven analytics now help us identify not just who our audience is, but what they feel and when they are most receptive. For events, this has completely reshaped the way we plan and execute. Events are no longer stand-alone experiences—they’re phygital (physical + digital) ecosystems. From influencer-led live streams to real-time engagement dashboards, every event is designed to have an online life that extends far beyond the venue. At Candid by Paromita, we focus on building holistic event narratives that amplify a brand’s presence both offline and across the digital landscape. What are some of the most memorable campaigns or projects you’ve executed that truly reflect your brand’s creative ethos? One of the most memorable campaigns we have executed is for our client Suraksha Clinic and Diagnostics, where we curated a mix of influencers for the Chandannagar centre launch of Suraksha Clinic and Diagnostics. The campaign was designed to reach hyper-local audiences through trusted digital voices and created an organic buzz around the brand’s expansion into the Hoogly district through organic storytelling, differing from the promotional ones. The campaign featured a mix of local influencers and content creators, each with a strong community connect across West Bengal, and generated around 1.3 million views across digital platforms. We also played an important role in ensuring the successful launch of Sobisco Fresh - a new bakery retail chain by Sobisco Foods across nine key outlets in Kolkata. With its deep-rooted understanding of the local market and strategic communications approach, Candid by Paromita implemented a highly targeted PR and influencer engagement campaign that amplified brand visibility and footfall. The only challenging task was letting more people know about the existence of Sobisco Fresh and the new venture of Sobisco within a short period of time, and increasing brand awareness as well as brand recall. To kick off the brand’s retail debut, the agency organised a high-impact press conference, inviting leading media houses and regional journalists. The event not only introduced Sobisco Fresh’s premium and affordable bakery offerings but also positioned the brand as a modern extension of a trusted legacy. Strategic media outreach led to wide coverage in key Bengali and English dailies, digital platforms, and regional TV news. What truly set the campaign apart was the hyper-local influencer marketing initiative. that followed. Over a span of nine days, nine local food and lifestyle influencers were invited to visit nine different Sobisco Fresh outlets across neighborhoods such as Thakurpukur, Alipore, Kasba, Kankurgachi, Tollygaunge, Taratala, Shyamnagar, Bagbazar, Lake Town. Each influencer created real-time content—ranging from store walkthroughs and food tasting reels to interactive customer experiences—that resonated with hyper-local audiences. The campaign generated over 11 lakh digital impressions across Instagram and Facebook is significantly boosting brand discovery. More importantly, the influencer activity translated into considerable brand awareness. As a leader, how do you balance strategy and creativity when designing impactful brand narratives? An impactful campaign is not about big budgets—it’s about clarity, creativity, and consistency. It begins with a deep understanding of the brand’s purpose and the audience’s pulse. At Candid by Paromita, we follow what I call the 3I formula—Insight, Innovation, and Integration. You need an insight that resonates, an innovative idea that stands out, and an integrated execution that ties everything together—from media relations to digital buzz. Finally, every great campaign must have an emotional anchor. When your audience feels something genuine, that’s when PR transforms from communication to connection. What are some of the biggest challenges you see in the PR and branding industry today — and how can agencies stay ahead of the curve? Some of the biggest challenges in the PR and branding industry today include navigating the fast-paced digital landscape, adapting to technological advancements such as AI, creating relevance, and combating the spread of misinformation. With content clutter, it's hard to get noticed and to get a brand’s message heard beyond the noise. Handling crises in the age of instant, widespread communication is more critical than ever, requiring a swift and strategic response to mitigate damage. With influencer marketing growing, audiences are more skeptical of inauthentic endorsements, which requires careful selection of influencers whose values align with the brand’s. With attention spans decreasing, it has become harder to engage consumers effectively. It's important to build narratives that are rooted in real experiences, brand purpose, and transparency. Consumers today value honesty over hype — stories that evoke emotion and align with brand values stand out amid content clutter. You’ve built a strong reputation in Eastern India’s communication ecosystem. What do you think sets this market apart from others in India? Eastern India is set apart by the diversified mix of culture, traditions, art, literature, and distinctive culinary traditions. Eastern India’s market distinguishes itself through a unique mix of evolving consumer behaviour, historical context, and regional nuances. Consumers in the East are more price-sensitive and value-driven. However, that is evolving with rising disposable incomes in both smaller and metropolitan cities, fueling aspirations for a better lifestyle and brand consciousness. Eastern India’s population is deeply connected to its cultural values and traditions. Marketing that acknowledges and respects regional festivals such as Durga Puja, local art forms, and heritage will build a stronger and more authentic brand-consumer relationship. Generic campaigns from other regions may not resonate here powerfully. In comparison to the more mature markets of North, South, and West India, Eastern India has been a late bloomer in modern retail, but it is catching up quickly. This presents a significant opportunity for brands willing to invest in and understand the region, as several markets remain unexplored. There is a rapid emergence of mobile-first, vernacular internet users, largely driven by mobile adoption. A major portion of new internet users, especially from smaller towns, prefer consuming content and engaging with brands in their native language. This makes a mobile-first, vernacular content strategy crucial for digital campaigns. Eastern Indian consumers are known for valuing emotional depth and cultural relevance in brand messaging. Brands that are successful in weaving local cultural symbols and narratives into their campaigns can build trust and foster loyalty. Influencer marketing in Eastern India relies heavily on connecting with local influencers who tell authentic and relatable stories. As a woman entrepreneur and industry leader, what advice would you give to young professionals aspiring to make their mark in PR and communications? PR has always been a field that welcomes women, but 2025 brings both empowerment and new challenges. The biggest challenge is work-life integration—with digital PR demanding constant online presence, it’s easy for boundaries to blur. However, the flip side is that technology has created tremendous flexibility and entrepreneurial scope. Today, women in PR are not just communicators; they are strategists, storytellers, and brand architects. The opportunity lies in building personal brands, leading boutique agencies, and using one’s unique voice to shape narratives. My advice to young women in PR is: embrace your authenticity, master your tools, and never underestimate the power of relationship- building—it’s still the heart of PR. Looking ahead, what’s next for Candid by Paromita? How do you envision its growth and contribution to India’s evolving brand landscape? Looking ahead, Candid by Paromita envisions expanding beyond Eastern India and connecting with the larger part of India through authentic, relatable, and larger-than-life storytelling that strikes an emotional chord with people and, at the same time, strengthens our position in Eastern India, reaching more people. 

GOOD PR Sri Lanka is celebrating a major milestone. The agency has completed six years in business and is now expanding its operations to the United Arab Emirates.Since launching, GOOD PR has worked across a wide range of industries and delivered more than 1,000 PR campaigns. Its team has also handled over 100 events, including product launches, corporate celebrations, and training programs. The agency’s portfolio spans both public and private sector organisations in fields such as education, finance, insurance, ICT, shipping, and exports.Founder and CEO Nevindee Amarasinghe said the company’s growth is built on three core strengths: personalised service, a deep understanding of Sri Lankan markets, and the ability to think globally while acting locally. She added that the same approach will guide the team as they enter the UAE market, focusing on strong work, strong relationships, and meaningful community impact.GOOD PR was established during a challenging time in Sri Lanka, yet the agency has continued to grow its presence and capabilities. In 2022, it launched RSVP & Co, the country’s first pre-event agency, supporting clients with detailed planning for events of all types.The company also operates GOOD Media, which handles advertising, media buying, media production, and digital strategy, helping deliver complete communication and event solutions. GOOD PR has additionally built a strategic partnership with a leading Indian agency, serving as their exclusive PR partner in Sri Lanka.Beyond her leadership at GOOD PR, Amarasinghe contributes to the wider industry as a Founding Member of the Public Relations Association of Sri Lanka (PRASL), which aims to elevate skills and standards in PR and events nationwide.

Lisa Wilkinson, previously Director of Publicity at Sony Music Australia, has unveiled her latest move in the entertainment industry. She has launched her own public relations agency called The Locker Room.Positioned as a publicity and entertainment hub, The Locker Room will focus on tailored campaigns for clients across music and sport. Wilkinson said the agency is driven by authenticity, creativity, and respect for the people whose stories it helps tell.Wilkinson has worked in entertainment publicity and talent strategy for more than 15 years. Her career spans major labels including Universal Music Australia, Warner Music Australia, and most recently Sony Music Australia, where she led the publicity division. She also spent time in London working in artist management alongside British manager Craig Logan.Across both Australian and international markets, Wilkinson has played key roles in major campaigns for artists such as Luke Combs, Kane Brown, Troy Cassar-Daley, Illy, Dua Lipa, and COTERIE.Reflecting on the launch, Wilkinson said she wanted to build a space that supports both artists and athletes in every aspect of their careers.Troy Cassar-Daley praised her as one of the strongest promotional talents he has encountered, highlighting her imagination, attention to detail, and character. Radio and TV presenter Ash London echoed that sentiment, calling Wilkinson a rare mix of kindness and “kickass,” and describing her as one of the best in the business.

Approach Entertainment & Approach Communications, a leading group specializing in PR, digital, integrated communications, and entertainment solutions, is excited to announce its appointment as the official PR, digital, and entertainment partner for Camp Decent (2025), a satirical Hindi comedy produced by UFI Productions. Through its divisions—Approach Communications and Approach Entertainment—the group will execute a dynamic, multi-channel campaign to amplify the film’s bold narrative on gender equality and societal hypocrisy, ensuring widespread cultural impact and audience engagement.Camp Decent, produced by Mujeeb-ul-Hassan and Vikas Gutgutia, with Sonu Tyagi serving as Creative Producer, boasts a dynamic cast featuring Brijendra Kala, Rajpal Yadav, Sara Khan, and Hemant Pandey. The film centers on Kumar, an ambitious filmmaker whose contradictory attitudes toward women are challenged by his sharp-witted friend Anahita, leading to a transformative journey of self-awareness. Blending sharp humor with poignant social commentary, Camp Decent uses satire to confront societal double standards, positioning it as a must-watch for contemporary audiences. Sonu Tyagi is Creative Producer of the Film.UFI Productions, a Delhi- and Mumbai-based production house with over 20 years of excellence in film, television, advertising, and digital media, is led by visionary filmmaker, producer, and singer Mujeeb-ul-Hassan. Known for acclaimed projects such as Dekh Bhai Dekh (2009), Mantostaan (2017), Side A Side B (2018), Rabbi (2017), and San 84 Justice (2019), UFI Productions brings its signature storytelling expertise to Camp Decent, reinforcing its commitment to impactful, thought-provoking content.“We’re thrilled to partner with Approach Entertainment & Approach Communications to bring Camp Decent’s powerful message to audiences worldwide,” said Mujeeb-ul-Hassan, Founder and Producer of UFI Productions. “Their expertise in PR, digital strategies, and entertainment marketing makes them the ideal partner to elevate this film and spark meaningful conversations.”Sonu Tyagi, Director of Approach Entertainment & Approach Communications, stated, “We are honored to collaborate with UFI Productions on Camp Decent, a film that entertains while addressing vital social themes. Approach Communications will lead PR, digital marketing, and events, while Approach Entertainment will drive celebrity engagements, influencer campaigns, and branded entertainment, creating a 360-degree strategy to maximize the film’s impact and reach.”Approach Communications, a division of the group, will spearhead all PR, digital marketing, media relations, and integrated communications for Camp Decent. With a strong presence in Mumbai, New Delhi, Gurugram, Goa, Dehradun, Chandigarh, Kolkata, Hyderabad, and Jalandhar, Approach Communications specializes in corporate, healthcare, entertainment, finance, education, and social sectors. The agency has earned prestigious accolades, including The Biz India 2010 Award from the World Confederation of Businesses, the Service Excellence Award from the World Marketing Organization, and the PR Company of the Year Award at the Business Tycoon Awards. Known for its client-centric strategies, Approach Communications delivers measurable results through innovative PR and digital solutions.Approach Entertainment, the group’s entertainment division, will lead celebrity and influencer collaborations, in-film promotions, branded entertainment, and experiential events for Camp Decent. Based in Mumbai with operations across India, Approach Entertainment excels in celebrity management, film productions, advertising, corporate film productions, film marketing, and entertainment marketing. The division has a proven track record of delivering high-impact campaigns that elevate brand presence and connect with audiences through creative storytelling and strategic partnerships.The Approach Entertainment & Communications Group also includes Approach Bollywood, a premier Bollywood and entertainment newswire, portal, and app that delivers timely news, updates, and insights from the Indian film industry. Approach Bollywood serves as a vital platform for filmmakers, production houses, and brands, ensuring impactful coverage and strengthened industry connections.Additionally, the group encompasses Go Spiritual, a unique spiritual organization dedicated to philanthropy, spiritual awareness, mental health, wellness, and social causes. Go Spiritual drives initiatives such as food donation, hunger eradication, blanket donations, and mental health awareness. It operates Go Spiritual News Magazine & App and is preparing to launch a Web TV & OTT platform to promote spiritual and wellness content. The organization is also expanding into e-commerce and retail, focusing on wellness, mental health, organic products, Ayurveda, and food categories, reinforcing its commitment to holistic living and social good.UFI Productions is a leading creative production house with over 20 years of global expertise in films, music, corporate videos, and documentaries. Based in Delhi and Mumbai, with collaborations in London, UFI Productions is trusted by clients such as Google AdWords, DLF, Haier, and international NGOs for its visually stunning and emotionally resonant content.Camp Decent is a satirical Hindi comedy that shines a light on society’s double standards toward women. The story follows Kumar, an ambitious filmmaker whose sexist attitudes are challenged by his friend Anahita, sparking a journey of self-discovery and growth. With a stellar cast including, Brijendra Kala, Rajpal Yadav Sara Khan, and Hemant Pandey, and directed by Sandeep Kumar Rana, the film uses humor as a powerful tool to reflect on gender perceptions, making it a timely and impactful cinematic experience.