PR Professionals (PRP), India’s leading integrated communications agency and the flagship of the PRP Group, has secured the public relations mandate for SVC Bank, one of India’s oldest and most progressive cooperative banking institutions. This strategic partnership aims to amplify SVC Bank’s brand narrative, strengthen stakeholder communication, and further elevate its position as a customer-centric leader in the banking and financial services sector. The mandate further deepens PRP’s growing BFSI portfolio, which includes marquee clients such as IDFC First Bank, Bajaj Finserv, Power Finance Corporation (PFC), Axis Bank, E&Y, Goods and Services Tax Network (GSTN) and the Pension Fund Regulatory and Development Authority (PFRDA), among others.Established in 1906, SVC Bank (formerly The Shamrao Vithal Co-operative Bank Ltd.) is a 119-year-old multi-state scheduled cooperative bank headquartered in Mumbai, with a strong pan-India presence. With over 200 branches across 11 states, the Bank has built a legacy of trust, innovation, and community-focused banking. SVC Bank offers a comprehensive suite of retail and corporate banking products, including savings and current accounts, loans, digital banking services, and priority sector lending.Dr. Sarvesh Tiwari, Founder & Managing Director, PR Professionals, said, “We are delighted to partner with SVC Bank, an institution with over a century of excellence in cooperative banking. In an era of rapid digital transformation and evolving customer expectations, SVC Bank stands out for its unique blend of tradition and innovation. We look forward to crafting impactful communication strategies that highlight the Bank’s customer-first approach, technological advancements, and its significant contribution to India’s financial ecosystem.”With the addition of SVC Bank, PR Professionals further consolidates its leadership in the banking and financial services communications space. The agency’s expanding BFSI portfolio spans leading public and private sector banks, NBFCs, fintech players, and cooperative financial institutions.PR Professionals continues to strengthen its pan-India leadership as part of its strategic expansion roadmap. Over the past year, the firm has onboarded senior industry professionals across key markets, including Delhi NCR, Mumbai, Lucknow, Patna, and Vijayawada, significantly enhancing its capabilities across public relations, digital communications, and video production. In 2025 alone, PR Professionals added nearly 60 professionals nationwide, taking their total team strength to 250. During the year, the firm also partnered with 75 new brands across sectors.

Empyre Communications, a leading public relations and marketing agency headquartered in Dubai, working with regional and international brands and specialising in communications across the hospitality, lifestyle, corporate, and technology sectors, has appointed Cian Dolamore as Operations Director, reinforcing the agency’s leadership team as it enters its next phase of regional growth.Dolamore brings more than 12 years of leadership experience across the GCC, with a strong track record in driving operational excellence, building scalable structures, and leading high-performing teams across complex, multi-market environments. He joins the agency with extensive experience in aligning operational strategy with commercial objectives to support sustainable growth.In his role, Dolamore will lead Empyre Communications’ operational function, overseeing day-to-day operations, strategy development, resource planning, client journey and relations, and cross-functional alignment across public relations, events, influencer marketing, brand collaborations, social media, and digital marketing services. He will play a central role in shaping how the agency operates as it continues to expand its client base and service offering.Commenting on the appointment, Stephanie Farah, Founder of Empyre Communications, said: ”Cian’s appointment comes at a pivotal moment for Empyre as we continue to grow both our client portfolio and our regional footprint. His experience in building strong operational foundations and scaling teams across the GCC will be instrumental in ensuring we continue to deliver consistently high standards for our clients while growing sustainably as an agency.”Drawing on his experience leading large teams in fast-paced environments, Dolamore will focus on streamlining workflows and strengthening service delivery as Empyre Communications continues to expand across the region. His appointment reflects the agency’s ongoing investment in leadership and infrastructure, supporting its growth and deepening its presence across the GCC. 

Strategic communications professional Shakun Sharma has relocated to Dubai and taken on the role of Senior PR Strategist at Marcomm Dubai.Sharma brings over a decade of experience across public relations, strategic communications, and brand management, having worked with global and regional organisations across India, the Middle East, and international markets. Her career spans aviation, real estate, food and beverage, healthcare, B2B, automotive, education, publishing, and logistics sectors.Prior to joining Marcomm Dubai, Sharma served as Associate General Manager at Madison World, where she led PR operations and managed a multi-sector client portfolio across India and Dubai. She has also held leadership roles as Business Head at Cumulus PR and Managing Partner at The PRchitects, where she oversaw agency operations and portfolio growth.Earlier in her career, Sharma worked with Hill+Knowlton Strategies as Global Network and Communications Lead for LG One Korea, coordinating PR operations across 14 countries. Her experience also includes senior roles at Concept PR India, Centrum Capital, and Bombay Dyeing.

Radisson Hotel Group has announced the appointment of Sakshi Sehdev Dogra as Director Area Marketing & Communications, South Asia, further strengthening the Group’s leadership bench as it continues its growth momentum across the region.Sakshi brings with her over 20 years of extensive experience in hospitality sales, marketing, and brand communications, having led high-impact regional and multi-brand portfolios across India and Eurasia. In her new role, she will spearhead integrated marketing and communications strategies for Radisson Hotel Group - South Asia, focusing on brand storytelling, digital and performance marketing, PR, loyalty, and owner-aligned commercial outcomes.Prior to joining Radisson Hotel Group, Sakshi was Head of Sales & Marketing – Eurasia at Wyndham Hotels & Resorts, leading performance-driven sales and marketing across 78+ hotels and delivering high-impact initiatives spanning destination weddings, brand storytelling, and data-led growth. She has also held senior leadership roles at Best Western Hotels & Resorts and The Lalit Hotels, with earlier experience at Marriott Hotels India, bringing deep expertise across B2B, MICE, and national accounts.“We are delighted to have Sakshi join the Radisson Hotel Group. She brings a strong track record of strategic marketing leadership across renowned hospitality brands, and her ability to integrate creativity with measurable outcomes makes her a valuable addition to our team. As we accelerate our expansion across South Asia, Sakshi’s expertise will play a critical role in amplifying our brand, strengthening our market presence, and supporting our next phase of growth,” said Nikhil Sharma, Managing Director & COO, South Asia, Radisson Hotel Group.“Radisson Hotel Group’s growth journey in South Asia is inspiring, and I’m elated to be part of this new chapter. My focus will be on strengthening integrated marketing and communications that combine creativity, digital excellence, and commercial discipline to enhance brand visibility, guest engagement, and support long-term growth,” said Sakshi Sehdev Dogra, Director Area Marketing & Communications, South Asia, Radisson Hotel Group.Sakshi is known for her collaborative leadership style and her belief that “great hospitality brands connect heart and head, stories that move people and data that moves performance,” a philosophy that closely aligns with Radisson Hotel Group’s brand vision and people-first culture.

Verbinden Communication, a B2B digital marketing and IT services company has announced a strategic partnership with OptimizeGEO.ai, to help brands adapt to the rapid shift towards AI-led search and discovery, as large language models (LLMs) and AI assistants increasingly influence how buyers discover and evaluate companies.Industry estimates indicate that over 40 percent of search-led discovery is expected to move to AI-driven interfaces over the next two years, fundamentally altering traditional traffic-based marketing models. Unlike conventional search engines, AI platforms typically surface only a small set of recommendations, making visibility, authority, and contextual accuracy critical for brands.As part of the partnership, Verbinden will integrate OptimizeGEO into its Verbinden 2.0 initiative, which focuses on AI-powered services and products. The initiative also includes Verbinden’s proprietary AI product, Zoana, aimed at helping organisations operate and market effectively in AI-first environments.“AI discovery is no longer about ranking for keywords; it is about whether your brand is seen, trusted and recommended,” said Kirthiga Reddy and Saurabh Doshi, Co-Founders of OptimizeGEO.ai. “As AI becomes the first point of interaction for many users, brands need to actively shape how they are represented in AI-generated answers. Partnering with Verbinden allows us to combine a strong GEO platform with strategic execution, helping companies stay relevant in this discovery paradigm.”The partnership recently moved into execution, with Cogniquest AI Technologies onboarding as the first joint customer. The company will use OptimizeGEO’s platform and Verbinden’s implementation expertise to strengthen its AI discovery presence as it scales its enterprise offerings.“As an AI-first company, we see AI-led discovery as both a risk and an opportunity,” said Girish KN, Chief Business Officer at Cogniquest AI Technologies. “AI systems increasingly act as intermediaries between brands and decision-makers. Working with Verbinden and OptimizeGEO helps ensure that our brand is accurately represented and discoverable in these environments.”According to market observers, enterprises are beginning to reallocate portions of their digital marketing budgets towards AI discovery optimization as zero-click and AI-assisted journeys reduce the effectiveness of traditional performance metrics.“Verbinden 2.0 is about helping our clients prepare for structural shifts, not incremental changes,” said Vinay Kumar, CEO of Verbinden Communication. “As AI becomes a dominant layer of discovery, brands need clarity on how they show up, how they are understood, and how trust is built. Our partnership with OptimizeGEO allows us to address this challenge in a structured and future-ready manner,” adds Vinay.

As businesses enter 2026 amid accelerating technological change, rising stakeholder scrutiny and compressed crisis cycles, trust has emerged as the most decisive—and fragile—form of corporate capital. No longer built through polished narratives or campaign-led visibility, reputation today is shaped in quieter, more consequential moments: how organisations act under uncertainty, how transparently leaders communicate when answers are incomplete, and how consistently values translate into decisions on the ground. In this wide-ranging conversation with Adgully, Seema Ahuja, Senior Vice President – Corporate Brand & Communications, Chairperson’s Office, Biocon Group, argues that corporate communications is undergoing a fundamental shift—from storytelling to stewardship. As AI-generated content scales, ESG expectations harden, and leadership visibility becomes inseparable from credibility, Ahuja outlines why trust can no longer be managed as a soft metric, but must be earned as a long-term asset. From crisis readiness and data-led foresight to authentic leadership communication and employee advocacy, she explains how organisations that play the long game on trust will define the reputations—and valuations—of the future. As trust becomes the ultimate currency in 2026, how are corporate communications teams rethinking credibility, transparency, and long-term reputation building? Trust is no longer an outcome of products & services and corporate narrative built by communications teams, it is a form of corporate capital that directly influences valuation, resilience, and long-term growth. More importantly, it is the responsibility and accountability of the leadership. In 2026, corporate communications teams are shifting from visibility-building to credibility stewardship. That means less rhetoric and more authentic action on ground. Stronger campaigns supported by consistency across behaviour, decisions, and disclosure. What has changed today is the stakes. Studies show that over 70% of a company’s market value today is driven by intangible assets, with trust and reputation at the core. Credibility is now built in the quiet moments – how organisations act in uncertainty, how transparent they are when answers are incomplete, and how aligned leadership actions are with stated values. The strongest reputations will belong to companies that play the long game: say less, mean more, and deliver consistently. Trust today isn’t built by what you say – it’s built by what you sustain. With AI-generated content becoming mainstream, how do you see the role of human judgment and authenticity evolving in corporate storytelling next year? AI will dramatically improve speed and scale, going forward, but authenticity will remain profoundly human. In 2026, the role of communications leaders will be to apply judgment, context, and conscience to AI-generated outputs. While nearly 80% of organisations are already using AI in content creation, audiences can instantly sense what is manufactured versus what is meaningful. Human storytelling will shift from writing everything to curating truth, asking the harder questions, and ensuring narratives are grounded in lived experience. AI can assist storytelling—but credibility will always come from authenticity and human accountability. AI can generate content, but only humans can generate credibility. In 2026, how critical will data-led communications and real-time sentiment tracking be in shaping proactive rather than reactive comms strategies? Data-led communications will be foundational but not sufficient on its own. Real-time sentiment tracking helps organisations anticipate risks, but data without insight and interpretation is just numbers. By 2026, leading teams will integrate data with judgment—combining dashboards with institutional memory and stakeholder understanding. While companies using real-time analytics report up to 30% faster crisis response times, the real advantage lies in early pattern recognition, not instant reaction. Proactive communication is less about speed and more about foresight. Stakeholder expectations are expanding beyond customers to employees, investors, regulators, and communities, how is corporate communications preparing to balance these voices effectively? Corporate communications is fast evolving into a stakeholder management function. The challenge is not listening, it is customising the story without fragmenting the narrative. Research shows that nearly 65% of stakeholders now expect companies to take a stand on societal issues, yet inconsistency erodes trust quickly. In 2026, comms teams will succeed by anchoring all stakeholder engagement to a single, credible core narrative, one that adapts in tone but not in truth. Balance comes from clarity, not compromise. Crisis communication cycles are getting shorter in the age of social media, what preparedness shifts do you foresee becoming non-negotiable in 2026? Preparedness will move from manuals to muscle memory. In 2026, crisis readiness will be judged by decision velocity, not documentation. With misinformation spreading up to six times faster than factual news, organisations must empower leaders closer to the issue, pre-align values-based responses, and rehearse scenarios continuously. The most resilient organisations won’t wait for comprehensive information, they will respond with speed with in principle clarity of the situation. Crisis communication will be less about control and more about credible authentic communication to connect with the audience to be seen as responsible and accountable. Organisations with strong trust capital recover faster both financially and reputationally after a crisis, because stakeholders are more likely to extend the benefit of doubt. In a crisis, credibility travels faster than facts. As leadership visibility becomes increasingly important, how are communications teams enabling CEOs and CXOs to be more accessible, credible, and purpose-driven? In today’s environment, every visible leader is effectively managing the organisation’s trust capital in real time. And leadership visibility in 2026 will be about substance, not spotlight. Audiences expect leaders to be present, but they reward those who are thoughtful, consistent, and human. Data indicates that employees are over three times more likely to trust information shared directly by their CEO. Communications teams will therefore focus on sharpening leaders’ narrative for clarity and conviction, helping them speak with confidence, connect purpose to performance and acknowledge uncertainty when it arises and recognise that every visible interaction contributes to organisation’s trust capital. Authentic leadership communication is no longer optional, it is reputational insurance. How do you see ESG and purpose-driven narratives maturing in 2026, from intent-led messaging to measurable impact storytelling? ESG storytelling will move decisively from aspiration to accountability. In 2026, credibility will hinge on measurable outcomes, not eloquent intent. As regulators and investors demand stronger disclosures, and with over 90% of global investors now considering ESG in decision-making, communications teams must translate data into meaning. The narrative will focus less on what companies believe and more on what they have tangibly changed. Purpose will only matter if progress is provable. With earned media competing against owned and creator-led platforms, what will ‘media relations’ look like in the coming year? Media relations will evolve into credibility partnerships. While owned and creator platforms offer reach, earned media still provides validation, especially in high-stakes sectors like science led healthcare. In 2026, success will come from depth over frequency: fewer stories, stronger relationships, and higher-quality engagement. Trust in traditional media remains significantly higher than in influencer-led content during crises, which is a reminder that credibility cannot be crowdsourced. Earned media will matter less for visibility and more for legitimacy. Internal communications is emerging as a reputation driver—how will corporate communications leverage employee advocacy more strategically in 2026? Going forward, employees will become the most credible brand ambassadors. Research shows that employees are trusted nearly twice as much than the leadership or communications team when speaking about company’s culture and values. In 2026, internal communications will focus on alignment, not amplification, ensuring employees understand the why before being asked to share the what. Advocacy will be earned through transparency, inclusion, and pride and not toolkits. Strong reputations are built inside before they are believed outside. Looking ahead, what skills and capabilities will define the most future-ready corporate communications teams in 2026? In 2026, the strongest organisations will be those that recognise trust for what it truly is, not just soft power, but corporate capital that compounds over time. The most future-ready teams will combine strategic judgment, data literacy, ethical clarity, and emotional intelligence. Technical skills will matter, but wisdom will matter more. In a volatile world, communications leaders must act as institutional guardians, balancing speed with substance, technology with trust, and narrative with truth. The future belongs to teams that understand one simple truth: reputation is not managed, it is earned, every single day, through action by every individual of the company. Each individual matters, each action matters. ?Reputation is the sum of decisions made when no one is watching. 

Talking Point Communications, an integrated communications consultancy and part of the IJCP Group, has joined IPREX, a global network of independent communications and marketing agencies. The association enables Talking Point Communications to collaborate more closely across key global markets, including North America, Europe, the Middle East, and Asia Pacific, supporting clients with communication mandates that span geographies while remaining grounded in strong local execution. Talking Point Communications provides integrated services across public relations and reputation management, digital communications, content creation, film production, and events. Operating within the IJCP Group, alongside Red Comet Films, IJCP Publications and Medtalks, the firm combines strategic communications with specialised publishing, content and film-making capabilities. In India, Talking Point works with leading e-commerce platforms, pharmaceutical and healthcare companies, FMCG brands, venture capital firms, SaaS companies, NGOs and non-profits, lifestyle brands, automobile companies, and organisations in the travel and hospitality sector, among others. Naina Aggarwal Ahuja, Founder, Talking Point Communications, said, “As organisations increasingly operate across borders, communications needs to move seamlessly across markets while remaining locally effective. Being part of IPREX allows us to support clients with global requirements in a more structured and coordinated way, drawing on trusted partners across regions while ensuring clarity, consistency and alignment in how their narratives are built and delivered worldwide.” Ann-Marie O’Sullivan, Global President, IPREX, said, “We are always focused on welcoming partners who bring real value to the network and a deep understanding of their local markets. Agencies like Talking Point Communications strengthen our presence in important regions, add depth to the expertise our partners can draw on, and reflect the leadership and collaborative mindset that keeps our network strong.” IPREX has evolved from a traditional PR network into a global platform where partner agencies and clients access shared expertise, specialised capabilities and collaborative resources from around the world to address complex communication challenges. The network enables seamless, high-quality counsel and implementation across markets, supported by infrastructure, systems and leadership programmes designed to help agencies win, manage and deliver multi-market assignments effectively.

Ameeta Vadhera has taken on a new role as Associate Account Director – Brand, Strategy and Marketing at Kaizzen PR in New Delhi. Bringing extensive experience across brand building, strategy, and marketing communications, Vadhera will drive integrated campaigns and strategic initiatives for clients, reinforcing Kaizzen’s position in the dynamic PR landscape.Prior to this, she served at The PRomise Foundation for over six years, most recently as Associate Director, leading brand and communication strategies, knowledge management, and team development. Her previous experience includes roles at PwC, Datt Mediproducts, and KPMG US, spanning partner affairs, HR, and transfer pricing, showcasing her versatility across corporate and strategic functions.Vadhera’s appointment reflects Kaizzen PR’s commitment to strengthening its leadership bench and enhancing its capabilities in brand strategy and marketing for a diverse client portfolio. With her deep experience in communications, Vadhera is expected to contribute significantly to the agency’s growth and creative vision.Her career trajectory highlights a blend of corporate expertise and strategic communications acumen, positioning her as a key driver of impactful campaigns and innovative storytelling in India’s PR industry.

Aprajita Sandilya, AGM – Communications at Hero MotoCorp, has marked the end of her nearly four-year-long chapter with the company, reflecting on a tenure closely tied to the brand’s electric mobility journey.Sandilya joined Hero MotoCorp in April 2022 and has since played a key role in shaping communications for the company’s EV and emerging mobility business. During her time at the organisation, she was associated with several milestones, including the early launch phase of VIDA World and the growth of Hero’s electric scooter portfolio, notably the VX2 Evooter.In a note shared on LinkedIn, Sandilya described the last 3.5 years as a period defined by high-impact launches, major brand moments, and close collaboration with cross-functional teams. She highlighted the intensity of building in the electric mobility space, crediting the experience to a mix of hard work, shared wins, and strong professional relationships.Before joining Hero MotoCorp, Sandilya served as Corporate Communications Senior Manager at Cvent for over four years. Her earlier career spans roles at Edelman and Genesis BCW, where she worked across corporate communications, crisis management, digital strategy, media relations, and reputation management. She began her professional journey with internships at Indian Oil Corporation Limited and The Telegraph.While she has not announced her next move, Sandilya indicated that a new chapter is on the horizon. She also expressed continued support for Hero MotoCorp and the teams she worked with, signalling a professional transition rather than a disengagement from the brand.Sandilya’s exit marks the close of a significant phase in her career, one that coincided with Hero MotoCorp’s push into electric mobility and the evolving communications demands of the EV ecosystem.

GP Advisory, a new strategic communications and reputation management firm, announced its official launch today. Following over 17 years of experience with leading agencies including Edelman, Redhill, Adfactors PR, and Avian WE, Prabhu has established GP Advisory to deliver high-level strategic counsel to brands, moving beyond the traditional execution-only model.GP Advisory enters the market with a specific philosophy: reputation is not just managed—it is engineered. The firm aims to bridge the gap between corporate vision and public perception by combining big-agency expertise with the agility of a specialist consultancy.“After shaping stories for some of India’s most prominent enterprises, I am writing a new chapter to help brands find clarity amidst the noise,” said Gaurav Prabhu, Founder & Principal Consultant. “We are building GP Advisory on the belief that modern businesses need more than just visibility; they need clarity. Our approach is to serve as strategic partners who engineer narratives that drive real business impact.”Service Suite & Sector Expertise - GP Advisory goes live with a full-service toolkit designed for every stage of the company lifecycle. The firm’s capabilities include Strategic Communications, Crisis Management, Brand & Product Launches, Media Outreach, and Internal Communications. Additionally, the firm offers specialized services in Brand Building, Content Development, Digital Communications, and Social Media Management.

Nissan Motor India has appointed Gagan Mangal as Head of Communications, effective January 12, 2026. Based in Gurugram, Mangal will lead communications for Nissan, reporting to Katherine Zachary, Vice President – International Communications, and working closely with Saurabh Vatsa, Managing Director, Nissan Motor India. In his new role, Mangal will play a pivotal role in Nissan’s brand resurgence journey in India, supporting upcoming product launches and strengthening the company’s communications and media engagement efforts. Commenting on the appointment, Saurabh Vatsa said, “We are pleased to welcome Gagan to Nissan Motor India at a pivotal time in our journey. He brings deep automotive communications expertise and a strong understanding of the Indian media landscape. As we accelerate our brand resurgence and prepare for exciting product launches, Gagan’s leadership will be instrumental in strengthening our communications strategy and building a compelling Nissan narrative in India.” Mangal joins Nissan from Volkswagen India, where he was heading Press and Marketing Communications. A management graduate, he brings over 18 years of extensive experience in corporate communications and marketing, having worked with leading automotive OEMs, including Volkswagen and Hyundai. Throughout his career, Mangal has played a key role in driving integrated communications strategies across product launches, large-scale events, brand strategy and campaigns. In his previous roles, he was responsible for shaping communications strategy, building strong media narratives, and managing relationships with national and regional media. Gagan Mangal, Head of Communications, Nissan Motor India, said, “I am truly excited to join Nissan Motor India at this pivotal moment in its growth and transformation journey. India remains a priority market for Nissan, with significant opportunities to strengthen brand relevance, trust, and customer connection. I look forward to collaborating closely with teams across India and globally to craft a clear, confident, and customer-centric narrative one that reflects Nissan’s global ambitions while resonating authentically with audiences in India.” “Gagan brings deep automotive communications expertise and a strong understanding of the Indian media landscape,” said Katherine Zachary, Vice President – International Communications. “We are confident his leadership will be instrumental as Nissan enters an exciting new phase in India.” 

Saloni Dave has joined Welspun Corp Limited as Senior Account Manager – Corporate Communications & Public Relations, marking her next professional chapter after a long tenure at MSLGROUP India.Announcing the move on LinkedIn, Dave reflected on her seven-year journey at MSL India, crediting the organisation for shaping her growth across learning, client handling and storytelling. She acknowledged the teams and experiences that helped build her foundation in public relations and corporate communications.At Welspun Corp Limited, Dave will work across internal and external communications, contributing to the company’s corporate narrative and stakeholder engagement. She described Welspun as a purpose-driven organisation with scale and impact, and expressed her intent to focus on crafting meaningful stories as she continues to grow in her role.Prior to this, Dave held multiple positions at MSLGROUP India, progressing from Senior Account Executive to Senior Account Manager. Her experience spans media relations, influencer engagement, client leadership and content planning across corporate and B2B mandates. Earlier in her career, she worked with Madison World and SMERA Ratings Limited, building exposure across brand communications and business development.Her move to Welspun Corp reflects a steady progression within the corporate communications and PR space, rooted in hands-on agency experience and long-term client work.

ON PURPOSE, a creative consultancy with a mission to use communications for social change, has been appointed as the communications partner for the India Mental Health Alliance (IMHA), a not-for-profit organisation founded by Vasvi and Ashish Bharat Ram in collaboration with Children First and AMAHA Through this partnership, ON PURPOSE will lead IMHA’s media relations and strategic communications, supporting its vision to reimagine and transform mental health discourse and practice in India. The agency will focus on amplifying IMHA’s initiatives, building visibility around its convenings and events, and positioning it as a leading voice driving collaboration, accessibility, and equity in mental health care.“We’re proud to partner with IMHA at this formative stage in their journey to create a more equitable and capable mental health ecosystem in India. At ON PURPOSE, we believe that changing the conversation is the first step to driving systemic change, and IMHA’s commitment to collaboration and capacity-building makes this a deeply meaningful association for us” said Girish Balachandran, Founder & Managing Director at ON PURPOSE.Karan Malik, Executive Director, Kai India Mental Health Forum IMHA said, “At IMHA, we think that mental health care has to be inclusive, reflective, and sensitive to the various realities of India. By collaborating with ON PURPOSE, we will be able to broaden this discussion, make sure that our collaborations and programs reach more people, and encourage collective action for improved mental health.”Founded in 2023, IMHA has built an Alliance of over 250 members, including mental health organisations, cross-sectoral organisations, collectives of lived experience experts, funders, and academic and research organisations. It also works with mental health professionals, community leaders, and people with lived experience. Its initiatives focus on capacity building, collaborative learning, and cross-sectoral partnerships to strengthen India’s mental health ecosystem. As conversations around mental health gain ground in India, it remains one of the most urgent yet sensitive areas of public health. With growing recognition of its importance, there is a stronger call for empathy, awareness, and systemic support to make mental health care accessible and inclusive for all.

Corporate reputation has officially crossed over from boardroom buzzword to balance-sheet muscle. A new global study by communications firm Burson has quantified reputation as a measurable financial asset, estimating the size of the global “Reputation Economy” at $7.07 trillion.According to the research, companies with strong reputations generate an average of 4.78% in additional unexpected annual shareholder returns, above what traditional financial performance metrics would predict. In dollar terms, this “reputation return” can range from $2 million to as much as $202 billion per company.The study, titled The Global Reputation Economy: A New Asset Class for a New Era, analyzed 66 publicly traded companies across global markets between October 2024 and October 2025. Using Burson’s AI-driven Reputation Capital methodology, the research tracked how reputation drivers such as governance, innovation, leadership and workplace practices translate directly into shareholder value.“For decades, leaders understood that reputation mattered, but couldn’t price it,” said Corey duBrowa, Global CEO of Burson. “This research moves reputation from intuition to investment-grade reality.”AI and the Workplace Become the New Reputation FlashpointOne of the study’s most striking findings centres on how companies manage employees in the age of artificial intelligence. While workplace issues ranked lowest in perceived importance among reputation drivers, they showed one of the widest performance gaps between top- and bottom-performing companies.Burson warns that organisations treating AI primarily as a cost-cutting tool risk long-term reputational damage. In contrast, companies investing in reskilling and workforce transition stand to earn a “reputation dividend.”“Businesses need an AI people strategy, not just an AI strategy,” said Matt Reid, Burson’s Global Corporate and Public Affairs Lead. “How companies handle this transition sends a powerful signal about how they value their people.”Sector Winners, Losers and Recovery PathsThe research shows that reputation leaders outperform across all eight drivers measured, including innovation, products and governance. Top-performing companies scored between 11 and 15 points higher on each driver than their peers.In contrast, the finance sector emerged as one of the biggest reputational underperformers, with declines across leadership, governance and citizenship. Burson estimates that $4.3 billion, or 38% of the sector’s reputational value, is currently at risk.Interestingly, traditionally high-risk industries such as aerospace and energy are rebuilding reputation from the inside out. Instead of marketing-led narratives, gains are being driven by improvements in governance, workplace practices and operational integrity.Reputation Moves From Soft Power to Hard ValueBurson’s Asia-Pacific CEO, HS Chung, said the findings are particularly relevant for Asian companies competing on the global stage, where disciplined reputation management is becoming a strategic necessity rather than a communications function.The study concludes that reputation is no longer an abstract concept or crisis-management tool, but a dynamic asset that directly influences enterprise value. Companies that actively measure and manage reputation, the research suggests, will be better positioned to navigate volatility, attract capital and sustain long-term growth.

Amit Kumar Singh has been promoted to Vice President and Group Head – Corporate Affairs & CSR at Asian Paints, taking charge of the company’s corporate affairs, government relations, and CSR initiatives.With extensive experience in public and government affairs across multiple industries, Amit has previously led government relations and policy strategy for organizations including Medtronic and Mondel?z International, representing regional interests and contributing to global public affairs strategies. He has been actively involved in building collaborative partnerships with government bodies, industry associations, and stakeholders to foster sustainable business ecosystems.At Asian Paints, Amit drives the company’s CSR strategy, engages with policymakers, and strengthens the organization’s corporate reputation, leveraging his deep expertise in corporate affairs, government engagement, and stakeholder management.

PRable Global, one of India’s strategic communications and public relations firms, has appointed Shivani Sharma as Associate Vice President, Public Relations and Digital Marketing, strengthening its senior leadership bench as the firm continues to expand its integrated communications and public affairs capabilities.In her new role, Shivani will be responsible for strategic counsel and integrated communication planning for clients, deepening key mandates, and mentoring high-performing teams across sectors. As part of the leadership team, she will support national and international businesses and further strengthen PRable Global’s position as a trusted partner for brands navigating reputation, stakeholder and policy ecosystems.Commenting on the appointment, Aman Singh Madaan, Founder & CEO of PRable Global, said, “Shivani’s background in policy-led communications, advocacy, and reputation management makes her a valuable addition to PRable Global. Her calm, consultative approach and collaborative style will be important as we continue supporting our partners in India and globally.”Speaking about her new role, Shivani Sharma, Associate Vice President - Public Relations and Digital Marketing, PRable Global said, “I am thrilled to join PRable Global and look forward to delivering real impact for clients while building future-ready campaigns. The firm’s focus on integrated communications and its deep understanding of policy and stakeholder ecosystems strongly resonate with my professional journey. Together with the team, I look forward to helping brands tell their stories with confidence.”Shivani brings nearly 15 years of experience across brand communication, government affairs, stakeholder engagement and crisis management with deep expertise in healthcare, education, skilling and digital innovation. She has provided strategic communication support to prominent organizations, including the Bill & Melinda Gates Foundation, Michael and Susan Dell Foundation, National Skill Development Corporation (NSDC) under the Ministry of Skill Development and Entrepreneurship (MSDE), Fortis Healthcare and more. She has also contributed to impactful communication and advocacy initiatives while working with think tanks and organizations such as The Lancet and DISHA Foundation through select project engagements.

The sports industry in India has matured, and rights holders, leagues, and franchises now face a critical new challenge: moving beyond on-field action to build sustainable, high-value brands. Sportz Interactive (SI), with 23 years of experience and a portfolio of 150+ sports clients, including marquee partners such as BCCI, IPL, WPL, PKL, and 7 out of 10 IPL teams, and WordsWork, with 18 years of experience working with 100+ sports organisations, are launching a strategic alliance to help sports organisations unlock their full potential through a powerful integration of technology, content, and communications.In an era where fan engagement drives commercial success, a fragmented approach to digital presence and public relations is no longer sufficient. This partnership bridges that gap, offering a first-of-its-kind solution in India that fuses SI’s data-driven technology & content capabilities with WordsWork’s expertise in narrative building and media relations.For potential partners and clients, this alliance offers a clear competitive advantage: a unified engine to build their brand identity. By aligning digital innovation with storytelling, the collaboration ensures that every touchpoint, from a mobile app interaction to a press headline, works together to deepen fan loyalty and expand global reach.Speaking on the development, Chintan Shah - Senior Vice President at Sportz Interactive said, "Sports organizations today aren't just looking for vendors; they need partners who understand how to build a legacy. By combining our tech and content engines with WordsWork's communication expertise, we are offering a unique toolkit for brand building. This alliance is about giving our clients the cohesive strategy they need to truly engage fans and monetize their digital assets effectively."Neha Mathur Rastogi, Founder of WordsWork further added, “Today’s sports clients need integrated solutions. That is when we see real impact. We have enjoyed working with Sportz Interactive over the years and share the same ethos and passion for the industry. I am excited to partner with them now to build new avenues for better fan engagement and communications.”The collaboration creates a one-stop powerhouse for sports entities looking to scale. Whether it is launching a new league, revitalizing a team’s image, or driving digital subscriptions, the SI-WordsWork collective provides the expertise to execute complex mandates with precision and impact.

DBS has named Audrey Kuah as its group marketing and communications head. In this role, Kuah will lead the bank’s marketing strategy and advance its “One bank, one brand” objectives, reporting directly to Derrick Goh, DBS group chief operating officer.Kuah brings over 25 years of experience across marketing, media, and financial services in Asia. She has held leadership positions at global agencies including J. Walter Thompson, Dentsu, WPP, and GroupM, managing major accounts and driving regional strategies. She also served as APAC co-CEO of VML and CEO of Wunderman Thompson APAC, focusing on transformation through data and technology.Her career includes senior roles at OCBC Bank as group managing director and head of marketing, global consumer financial services, where she oversaw marketing initiatives across multiple markets.DBS has recently pursued innovative marketing campaigns, including its “SG60: Transforming businesses for the future” livestream, showcasing 60 homegrown brands over 60 hours, and the fourth season of its web series Sparks, highlighting real-life challenges faced by vulnerable groups. Kuah’s appointment aligns with the bank’s focus on advancing its brand and communications across Asia.

Romit Guha has taken on the role of Head of Communications at Bharti Enterprises, where he will lead the group’s internal and external communications strategy.Guha joins Bharti Enterprises after serving as Head of Corporate Communications at Bharti Airtel, where he was responsible for driving communications across stakeholders and platforms.Before moving into corporate communications, Guha built a long career in journalism. He spent over a decade at The Economic Times, most recently as National Editor overseeing telecom, aviation, and legal coverage, and earlier as National Tech and Telecom Editor, leading the publication’s reporting on technology and telecom in India.His earlier roles include India Money Editor at The Wall Street Journal/Dow Jones Newswires, Senior Correspondent at Dow Jones Newswires, and Correspondent at Thomson Reuters. He began his journalism career with editorial roles at The Hindustan Times, The Asian Age, and India Today.With experience spanning journalism, telecom, and corporate communications, Guha now steps into a group-level communications leadership role at Bharti Enterprises.

Hasan Darwish has joined Visit Qatar as PR Regional Media Relations Specialist, based in Doha. The move marks the next step in his career across public relations, media relations, and journalism in the region.Prior to this, Darwish spent over three years at Memac Ogilvy, where he held roles including Account Manager and Senior Copywriter and Media Relations Specialist. His work spanned media engagement, copywriting, and client servicing.Earlier in his career, Darwish worked as an Arabic Copywriter at SOCIALEYEZ in Beirut. He also brings newsroom experience, having served as a freelance Reporter and Editor with Anadolu Agency, and previously as a Television News Reporter at Future TV.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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