PR Professionals (PRP), India’s leading integrated communications firm and the flagship of PRP Group, has been awarded the public relations mandate for AVIS India, the country’s only global mobility brand. AVIS India offers Mobility 360° suite including everything from short-term rentals to long-term leasing and corporate fleet management, combining safety, convenience, reliability, and flexibility. Originally launched to serve Oberoi hotel guests in 12 cities, AVIS has since evolved into a full-spectrum mobility partner for both B2B and B2C segments.The partnership with PR Professionals is set to further enhance AVIS India’s communication outreach, enabling the brand to engage effectively with corporate and individual customers while reinforcing its reputation for trust, innovation, and customer-first approach. Under this mandate, PRP will manage AVIS India’s comprehensive PR strategy, including media relations, brand positioning, and stakeholder communication. The focus will be on strengthening visibility, amplifying the brand’s leadership in the mobility sector, and highlighting its differentiated offerings as a trusted partner for premium services, convenience, and flexible mobility solutions.Neha Mittal, Head – Marketing, AVIS India, said “At AVIS India, we have always been committed to delivering global standards of service while catering to the unique needs of Indian customers. Our partnership with PR Professionals will help us communicate this vision more effectively, highlight our expanding portfolio, and foster stronger connections with our stakeholders. We are confident that PRP’s expertise will further reinforce our leadership in the mobility space.”Speaking of the association, Dr. Sarvesh Kumar Tiwari, Founder and Managing Director, PR Professionals, said: “AVIS India is unlike any other mobility brand in the country. Its ability to blend international standards with local expertise, its diversified offerings across rentals, leasing, and fleet management, and its strong emphasis on technology and safety—including initiatives like the Lady Traveler helpline—set it apart. Backed by its strategic partnership with The Oberoi Group, AVIS embodies trust and innovation. We are honored to be chosen as their PR partners and look forward to amplifying this distinctive story across platforms.”With a strong legacy and presence across India’s widest city network, AVIS India has consistently set benchmarks in safety, transparency, and customer satisfaction, achieving a strong satisfaction rate and winning the World Travel Awards for India’s Leading Car Rental Company three years in a row. With over 900 corporate partnerships and a strong national presence, AVIS India stands out as the only global brand offering a comprehensive mobility suite in the country.This collaboration highlights PR Professionals’ expanding footprint in the mobility and automotive sector, where effective public relations is central to shaping brand preference and strengthening market presence. PR Professionals, established in 2011, is a leading 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, reflecting its commitment to excellence and growth.

The Reppro, an emerging PR agency with a growing focus on education and international higher education, has been chosen to lead the India communications mandate for the University of Worcester — a UK institution widely recognised for its teaching excellence, student support, and leadership in sustainability. The partnership aims to raise the university’s profile in India, strengthening its connection with students, parents, and education partners at a time when overseas study options are expanding rapidly.For The Reppro, the win marks another step in its expanding higher education portfolio across India and South Asia, underscoring its expertise in positioning global universities in one of the world’s most competitive student markets.Nick Slade, DPVC International and External Affairs, University of Worcester, said: “The University of Worcester continues to grow its presence in India. Through this partnership with The Reppro, our focus will be on strengthening our engagement in the region with strategic public relations initiatives that highlight who we are and what we stand for. Ranked Joint 1st in the UK for Quality Education in the THE Impact Rankings 2025 and consistently among the top 10 for Gender Equality, we are equally proud of our strong employability outcomes, with most of our graduates moving into work or further study soon after completing their degrees. This collaboration is about building bridges, connecting students, educators, and partners in India with the opportunities and values the University of Worcester represents worldwide.”The University of Worcester has earned consistent recognition in the UK for its teaching quality, student satisfaction, and inclusive environment. It has been shortlisted for national awards, including University of the Year, and is widely regarded as a leader in sustainability within higher education.Amit Gupta, Founder of The Reppro, said, “A university’s reputation today is built on academic excellence and how well it connects with students’ aspirations, values, and career goals. The University of Worcester combines academic excellence, inclusivity, and a strong commitment to sustainability, qualities that matter to Indian students and families making important decisions about higher education. Our role at The Reppro is to highlight these strengths in a way that informs and inspires, while also contributing to the broader conversation on how global institutions engage with India, one of the world’s most dynamic education markets.”This partnership signals The Reppro’s continued focus on higher education, as it works with universities worldwide to strengthen their presence in the Indian student market. At the heart of its approach is creating communications that bridge global institutions with the priorities of Indian students and their families, from academic quality to career prospects and campus culture. With international education becoming increasingly competitive, The Reppro aims to help universities like Worcester stand out by aligning their strengths with the aspirations of Indian students and by shaping narratives that matter to both students and stakeholders.

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 an era where content fatigue and digital noise drown out most brand messages, P4C stands out by anchoring its communication strategy in journalistic depth and creative intelligence. In this exclusive interview with Adgully, Sabarinath M, Founder and Managing Director of P4C, who brings a unique lens shaped by years in journalism, shares how this transition has influenced a bold, content-first PR model. From breaking away from traditional agency structures to navigating the post-COVID demand for realism, agility, and strategic storytelling, he discusses why the future of PR lies not in press releases, but in purposeful, business-driven narratives.You have had a unique journey from journalism to founding P4C. How has this transition shaped your perspective on communication and brand building?Journalism allows you to manifest your ideas on individuals, enterprises and brands by blending news, facts and data. These ideas inform, educate and help to establish a deeper connect with readers. When a journalist becomes a communication strategist, he or she needs to see brand building from a fresh perspective. Every brand is endowed with a unique story. You need to deep-dive and understand the story, and draw up out-of-the-box brand narratives to fuel excitement among its stakeholders. The strategies emerge from the blending of imagination and realism. While you explore an extraordinary narrative, your experiences in journalism will help you stay grounded.PR is no longer about press releases; clients demand impact at speed. How is P4C breaking away from traditional agency models to deliver agility and credibility at the same time?P4C has always been a proponent of powerful content to narrate brand stories. In fact, the DNA of the organisation rests solely on content. We feel that the content that is derived out of deep research, thinking and stylistic writing brings a lot of credibility. An eye-catching story idea or a campaign will exponentially raise brand awareness than a conventional release. Though we remain committed to clients’ need for agility, as Peter Ducker famously said, “True agility requires more than speed. It requires strategic insights and proactive approach.” We abide by this maxim.In a cluttered market where everyone claims storytelling, how do you separate a truly powerful brand narrative from a glorified marketing pitch?At a time when people are influenced by social media, glorification brings with it the dangers of brand fatigue. A realistic story is far more appealing than an overhyped narrative. Recent successful brand promotions are skewed towards realism than glorified pitches. We at P4C strongly believe that narratives that stem from the genuine thinking of collective minds can separate the men from the boys.Many legacy brands are rebranding aggressively. Do you see this as genuine reinvention or just cosmetic makeovers to stay relevant? How should PR firms call out the difference?Legacy is no longer a buzzword in an ever-transitioning society, which swears by instant gratification. Hence, brand repositioning is inevitable and cosmetic makeovers will not have a lasting impact. Legacy brands that make a critical difference are the ones which reinvent the business model in tune with the needs of futuristic market place and re-orient the brand narrative. We were recently part of a brand transformation exercise initiated by a 75-year-old manufacturing company. From a pure commodity play, it has repositioned as an FMCG company, which makes products for futuristic businesses. We have successfully executed a holistic brand communication exercise, reflecting the change.Reputation management today is about culture, ethics, leadership and even CEO tweets. How should agencies prepare brands for this always-on, always-judged environment?Preserving cultural excellence and ethical leadership is the hallmark of any good enterprise. The communication specialists have a great role to play in mitigating risks pertaining to reputation. Gathering market intelligence and training are two critical tools that keep reputational risks at bay. We do periodic market surveys and leverage social listening tools to analyse reputation quotient. The findings can be used for course correction using fresh narratives. We also have an in-house training programme called ‘Media Pulse’, which prepares top management to deal with complexities in media and social media environment.With AI writing, analytics predicting, and platforms constantly shifting, is the PR professional of tomorrow more likely to be a techie, a strategist or a storyteller?While AI can disrupt the PR industry in myriad ways, agencies that diligently practice ‘Creative Intelligence’ will stay relevant. Creative Intelligence is a term introduced by award-winning psychologist Robert Sternberg in 1985. It is the ability to invent solutions to new problems. PR professionals have to confront many problems on a regular basis. We need to transform into creative strategists and come up with innovative solutions that technology cannot fathom. P4C has created out-of-the-box packages like ‘Bharat Connect’ to reach out to smaller cities of India.PR often gets squeezed between marketing and digital budgets. What is your take on PR’s true ROI and how can agencies like P4C demand a bigger seat at the CMO’s table?In a fast-changing world, PR is probably the only marketing tool that ensures long-term reputation. If organisations want to last for longer years, they need to build trust and reputation. There is an increasing realisation that PR can make a significant long-term impact. The only hitch is that there are no technological tools to measure and validate PR’s effectiveness. The industry is addressing the issue. The emergence of scientific measuring tools will propel prominence of PR, going forward.If you had to bet big, what is the one wild but inevitable change you see redefining PR and communications in India by 2030?PR is undergoing a major transformation. From being an important tool to bolster reputation, it is gradually metamorphosing into a solution-driven business navigator helping organisations to grow businesses. Apart from the regular communication mandates, an evolving PR eco-system can provide tools to nurture and grow the business. For example, intelligence reports, white papers, brand reputation audits, customised events and many more things. Going forward, the one big change will be offering solutions, which can improve efficiencies of specific business goals.

With nearly two decades of experience spanning journalism, public relations and corporate communications, Harsimran brings a holistic perspective on storytelling and reputation management. She has worked with leading organizations to shape narratives and drive impactful industry engagement. In her new role, she will oversee Superhealth’s communications efforts, strengthening its share of voice.  Commenting on her move, Harsimran Shergill said: “Healthcare and healthtech have always fascinated me because they offer a chance to create meaningful change. At Superhealth, I look forward to building narratives that not only shape conversations but also make a real impact in people’s lives.”

M&C Saatchi Group AUNZ has announced the appointment of Rhian Mason as Managing Partner, where she will head the newly created Passions & PR division.In her new role, Mason will work closely with the Group’s Sports & Entertainment team while spearheading growth across social, influencer, and PR verticals. The division is designed to build stronger cultural connections by turning audience passions into deeper engagement and participation.With extensive experience in communications, brand partnerships, and creative strategy, Mason’s leadership is expected to strengthen M&C Saatchi AUNZ’s integrated offering across marketing and storytelling.Her appointment reinforces the Group’s vision to combine creativity, influence, and cultural insight, delivering impact-driven campaigns for clients across the region.

Sukanti B. Ghosh, a seasoned corporate communications veteran with over three decades of experience, has taken on the role of Senior Advisor at Vedanta Limited. Based in London, Ghosh brings extensive expertise in financial communications, global strategy, and digital engagement, having previously served as President of Global Policy and Communications at Vedanta Resources Limited.Throughout his career, Ghosh has held leadership positions across prominent firms including Albright Stonebridge Group, APCO Worldwide, Barclays, and Bank Muscat. His experience spans infrastructure, technology, mining, and financial services sectors, with a proven track record of driving impactful corporate communications and strategic initiatives.Ghosh has been instrumental in delivering strong business outcomes, including driving a 73% share price increase for his clients, and is recognized for his proficiency in strategic communications, crisis management, and stakeholder engagement. At Vedanta Limited, he will leverage his extensive global experience to support corporate strategy, investor relations, and communications initiatives, strengthening the company’s position across key markets.This appointment reinforces Vedanta’s focus on robust corporate governance, strategic communication, and leadership alignment, drawing on Ghosh’s decades of expertise to guide the company through evolving business and regulatory landscapes.

Abhishek K Dikshit has announced his appointment as Vice President at Value 360, one of India’s leading integrated communications firms.Sharing the update, he said the company’s “will do” spirit and culture of integrity, agility, and purpose strongly resonated with him, making the move an exciting new chapter in his career. He also expressed gratitude to colleagues, mentors, and well-wishers whose support and encouragement have contributed to his professional journey.

Allison Worldwide, part of Stagwell, has appointed Hank Kosinski as Chief Creative Officer and Chief Marketing Officer, effective October 1. Kosinski brings over two decades of experience leading creative campaigns and shaping brand strategies for global companies, including Microsoft, Nike, Coca-Cola, Lego, Heineken, Ferrero, Mercedes Benz, Verizon, and Pfizer.He joins Allison from WPP's VML, where he served as executive creative director, and has previously held leadership roles at Gardner Nelson + Partners, Goodby, Silverstein + Partners, Lowe, Merkley, and McCann.At Allison Worldwide, Kosinski will oversee all creative initiatives, client-work ideation, agency marketing, and thought leadership, reporting directly to CEO Jonathan Heit. His appointment strengthens the agency’s leadership team and its focus on delivering innovative, results-driven creative solutions for clients globally.

Communications veteran Varghese M. Thomas has launched The VMT Consultancy, introducing a subscription-based learning platform and an AI-powered assistant to address the evolving needs of the communications industry.The consultancy’s first offering is a 40-episode podcast series, designed as a learning management system (LMS) that blends conceptual knowledge with practical tools. The series aims to enhance communication skills, focusing on internal and external messaging as well as complex scenario management.In parallel, the firm has unveiled the VMT Tech Bot, an AI-driven assistant built to support communication leaders in areas such as content creation, campaign management, narrative development, case study design, and rapid crisis handling. Future subscription-based upgrades will extend the bot’s capabilities to include advanced analytics, influencer mapping, and customized strategic support.By combining structured learning resources with AI-enabled tools, The VMT Consultancy seeks to help professionals adapt to an industry being reshaped by digital transformation and technological innovation.

Launch has reappointed Gary Wheeldon-Doyle as Chief Executive Officer, marking his return to the company after 17 years. Wheeldon-Doyle previously worked with the agency before moving on to other leadership roles, and now steps back into the top position to drive the next phase of growth. His reappointment underscores Launch’s commitment to strengthening its leadership team and building on its creative legacy.

Specsavers has appointed Ogilvy PR to handle its earned communications activity across Australia and New Zealand, following a competitive pitch process. The account was previously managed by agencies including Mango NZ, AMPR, and Health Haus.Ogilvy PR, together with New Zealand agency One Plus One, will manage Specsavers’ strategic national consumer public relations plan. The remit includes strengthening the brand’s presence and consumer connection across both markets, working in collaboration with existing partners EssenceMediacom and TBWA.The appointment marks a consolidation of Specsavers’ PR efforts in the region and signals a renewed focus on integrated earned-first communications. Ogilvy PR will be responsible for developing and executing campaigns that reinforce Specsavers’ positioning in optical and audiology services, with the first work expected to roll out by the end of the year.As part of the global Ogilvy network, Ogilvy PR brings experience in delivering large-scale, insight-driven campaigns for international brands.

In a significant development in the Indian fashion and communications landscape, Vigor Media Worldwide has been awarded the Public Relations mandate for DEVO, the premium men’s occasion wear brand by the iconic Siyaram’s. The partnership was clinched following a competitive multi-agency pitch, reflecting Vigor Media’s deep-rooted expertise in strategic brand communication and storytelling.Backed by the trust and heritage of Siyaram’s — one of India’s most respected textile conglomerates — DEVO makes a grand entry into the ethnic and ceremonial menswear segment. It is envisioned as a brand that blends tradition with modern aesthetics, catering to the evolving tastes of the contemporary Indian man. From sherwani and Indo-Western to Jodhpuri , tuxedo, kurta pajama, and curated accessories, DEVO’s offerings are designed to bring style and substance to every special occasion.As part of the mandate, Vigor Media Worldwide will conceptualize and execute a comprehensive PR and communications strategy for DEVO, including media outreach, thought leadership, influencer engagement, brand storytelling, and digital amplification –. The focus will be on reinforcing DEVO’s identity as not just a fashion label, but a style statement that redefines Indian occasion wear for menUnderstanding the evolving style preferences of Indian men, DEVO provides attire for every celebration—be it a traditional Grihapravesh pooja, a festive gathering, or a grand wedding. With its commitment to fit, finish, and fashion, DEVO is the go-to destination for men who seek to celebrate tradition with contemporary flair, delivering grandeur with refinement in every garment.The brand is now gearing up for aggressive pan-India expansion through exclusive outlets. With India witnessing a renewed appreciation for ethnic and fusion wear — especially among millennials and Gen Z — DEVO is poised to tap into this vibrant market with its aspirational yet accessible fashion line.Expressing his confidence in the association, Gaurav Poddar, Executive Director at Siyaram’s said, “Siyaram’s has always stood for quality, craftsmanship, and trust. With DEVO, we are expanding our legacy into ethnic fashion that reflects the confidence and sophistication of today’s Indian man. We believe that Vigor Media Worldwide, with its proven track record in building impactful narratives, will play a pivotal role in elevating DEVO’s brand journey across the country.”Sharing his views on the association, Mr. Nikhil Singhal, Founder, Vigor Media Worldwide said, “It is an honour to partner with a name as prestigious as Siyaram’s. DEVO is not just a new label — it’s a strategic extension of a legacy brand into a high-growth fashion category. Our team is excited to craft compelling stories that highlight the brand’s unique offerings and heritage, while shaping its narrative as a modern, trend-forward brand rooted in Indian culture.”The PR mandate comes at a time when India’s ethnic wear market is witnessing exponential growth, driven by rising disposable incomes, increased demand for designer wear, and a cultural shift toward celebrating traditions with style. DEVO’s entry into this space is both timely and strategic, as it leverages Siyaram’s four-decade-long legacy of excellence in fabrics and manufacturing.With this partnership, Vigor Media Worldwide reinforces its position as a leading name in brand communication, working with some of the most ambitious and forward-thinking companies across sectors.

The City of Colorado Springs has appointed Jason T. Strickland as its new Chief Communications Officer.Strickland brings over 25 years of leadership experience across the military, nonprofit, public service, and private sectors. Most recently, he served as Chief Communications Officer for the U.S. Department of Veterans Affairs Rocky Mountain Network, leading a team of 22 in developing and implementing communications strategies across the region.A retired Lieutenant Colonel in the U.S. Army, Strickland has also worked as a monthly columnist for The Colorado Springs Gazette and served as Chief Development Officer for a veteran-support nonprofit organization.In his new role, Strickland will oversee the City’s strategic and crisis communications, media relations, and branding to engage and inform residents.Additionally, Joe Hollmann, previously Acting Chief Communications Officer, will assume the role of Deputy Communications Officer to support the department’s transition.

Lenzing AG has appointed Milena Ioveva as Vice President of Corporate Communications, Sustainability, Investor Relations, and Public Affairs. She will be based in Austria and report directly to Lenzing CEO Rohit Aggarwal.The role, newly created by the company, reflects Lenzing’s focus on strengthening its global market positioning. Ioveva brings over 20 years of experience in transformation processes, capital markets, communications, and sustainability.Prior to joining Lenzing, Ioveva served as company spokesperson at PORR AG, where she led group communications, strategy, investor relations, and sustainability. She holds a master’s degree in business administration from Vienna University.

Ginger Hardage, former Senior Vice President of Public Relations at Southwest Airlines and founder of consultancy Unstoppable Cultures, has passed away at the age of 70 after battling cancer.Hardage joined Southwest Airlines in 1990 and spent 25 years with the company. She led a team of more than 150 people and played a central role in strengthening the airline’s culture and communications during a period of rapid growth. She retired in 2015.Before her career at Southwest, Hardage worked at Life Insurance Company of the Southwest and Maxus Energy Corporation. Following her retirement, she founded Unstoppable Cultures, a consultancy focused on organizational culture.Over the course of her career, Hardage was recognized with several top industry honors, including induction into the Page Hall of Fame, the Leadership Legacy Award from the Plank Center, and recognition as one of Texas’ Most Powerful and Influential Women.She also contributed to nonprofit and professional organizations, serving as global chairman of the board of Ronald McDonald House Charities, as a board member at Trinity Park Conservancy, and as a trustee for the Page Society.Hardage graduated from Texas Tech University and built a legacy in public relations and corporate culture leadership over four decades in the communications industry.

Toyota Kirloskar Motor has appointed Ravi Sharma as General Manager – Public Relations Division, effective September 2025. He is based in New Delhi.Sharma brings nearly two decades of experience in corporate communications, branding, and public relations in the automotive sector. Before joining Toyota Kirloskar Motor, he served as Head – Group Communication & Branding at Spark Minda from March 2024 to September 2025. Prior to that, he worked as an independent advisor in communications, experiential marketing, PR, and digital marketing.He also spent close to 12 years at Hyundai Motor India Ltd, holding several senior roles including General Manager and Head – Corporate Communications, Head – Marketing PR, and Manager – Corporate Communications. Earlier in his career, Sharma worked with Honda Siel Cars India Ltd for over three years as Deputy Manager – Corporate Communications.His professional journey spans leadership in corporate messaging, external communications, marketing PR, crisis management, event coordination, and stakeholder engagement across multiple organizations in the Indian automotive industry.

Sayaji Hotels has elevated Saba Dhanani to the position of Corporate Head – Marketing & Communications. The appointment is part of the Group’s efforts to strengthen its leadership team and advance its 2026 Brand Vision.In her new role, Dhanani will oversee marketing and communications strategies with a focus on driving revenue growth and enhancing brand identity. Her responsibilities include leading campaigns, optimizing budgets, ensuring compliance with brand scorecards, and preparing for new hotel launches. She will also manage public relations, media engagement, and stakeholder communication to further build the Group’s presence in the hospitality sector.

Belinda Public Relations (BPR) has added two new professionals, Kate Rosman and Chrissie Zikos, to its communications team as the agency grows its client base and enters new categories.Rosman brings experience in PR, marketing and community engagement, shaped by her background as an elite springboard diver representing Australia for seven years. Since joining BPR, she has contributed to projects including the SkyCity KickStart for Kids Against Period Poverty fundraiser and has developed skills in media relations, copywriting and event coordination.Zikos has a background in communications across lifestyle, fashion, retail, sport and the not-for-profit sector. She also plays in the Women’s National Premier League. Her expertise covers social strategy, influencer engagement and event management.Both Rosman and Zikos will work across BPR’s client portfolio, which includes the Garden of Unearthly Delights, Craig Caldicott Lawyers, The Hurley Hotel Group, Indulgence Food Design and KickStart for Kids.Their appointments follow recent client wins such as 25 Stay Alive, property developer M2 Custom Homes, luxury jeweller Gerard McCabe, and the upcoming Umi Resort in Bali, scheduled to open in 2026.BPR now combines over 40 years of team experience across Australia, the UK and Asia, enhancing its ability to deliver integrated communications services spanning media relations, strategy, events and digital.

BSE Limited has appointed Prahlad Salian as the Head of Corporate Communications, Key Management Personnel, and Senior Management, effective October 1, 2025.In his new role, Salian will oversee corporate communications and investor outreach for the exchange. He brings extensive experience in content, communication, and research, having previously worked with leading financial organizations.This appointment adds to BSE’s leadership team as it continues to strengthen its communication framework and engagement with stakeholders.

Nangia Andersen LLP, a member firm of Andersen Global and one of India’s leading tax advisory firms, has elevated Chetan Sawhney to the position of Director – Corporate Communications & PR. He has been with the firm for over seven years, progressing through key roles including Manager and Associate Director in PR and brand communications.Sawhney brings more than 15 years of experience in corporate communications, branding, and strategic initiatives. Prior to his tenure at Nangia Andersen, he worked with PR agencies Orion PR and Perspective PR, and with Global Conferences and Exhibitions. He also began his career as an intern at CNEB News.Over the years, he has managed communications across diverse sectors, including luxury, lifestyle, IT, finance, and politics. His portfolio includes collaborations with brands such as Casio, ITDC, India Homes, Mouthshut.com, Soham Infrastructure, and Papa John’s, as well as serving as Public Relations Officer to the former Chief Minister of Andhra Pradesh, Kiran Kumar Reddy.Sawhney has been recognized with the Corporate Communication Leader of the Year (2024) award by Transformance Forum and the 40 Under 40 PR & Communications Award (2024) by Agency Reporter.He holds an Executive MBA from the University of San Francisco, USA, and a bachelor’s degree in journalism and mass communication from IP University, Delhi.In his elevated role, Sawhney will continue to drive Nangia Andersen’s corporate communications and PR strategies, further strengthening the firm’s profile across national and international platforms.

Four Seasons Hotel Mumbai is delighted to announce the appointment of Henna Punjabi as Director of Public Relations and Communications. With a strong background in marketing and communications, Henna brings with her extensive experience in building brand narratives and executing high-impact campaigns that resonate with both guests and media.Recognised with the Marketing Team of the Year award at the Marriott International APEC Elite Awards 2024 and named Runner-Up for Marketing & PR Person of the Year at the Hotelier India Awards, Henna has consistently demonstrated her ability to shape impactful stories and strengthen brand engagement across platforms.In her new role, Henna will lead the hotel’s communications and brand positioning, overseeing media relations, strategic campaigns, and integrated marketing initiatives. Her ability to combine creativity with strategic insight will play a pivotal role in amplifying Four Seasons Hotel Mumbai’s presence as a luxury hospitality leader.“Henna brings with her not just experience, but a true passion for building connections through storytelling. We are delighted to welcome her to Four Seasons Hotel Mumbai and look forward to the energy, creativity, and fresh perspective she will bring to our communications journey,” said Nitesh Gandhi, General Manager, Four Seasons Hotel Mumbai. With Henna on board, Four Seasons Hotel Mumbai reaffirms its commitment to excellence, where every detail, from service to storytelling, reflects the timeless elegance of the Four Seasons brand.

Obeetee Carpets, one of India’s most respected names in handcrafted rugs, has appointed The Purple Boat (TPB) as its national communications partner. TPB will lead Obeetee’s public relations and outreach efforts, shaping and amplifying its brand narrative across platforms.Founded in 1920, Obeetee is a design house renowned for its century-long legacy of artisanal excellence, sustainable practices, and pioneering role in redefining Indian design for global audiences.The mandate will be spearheaded by Richa Gupta, Founder of The Purple Boat and a communications professional with over two decades of experience in design and lifestyle. Richa has shaped the narratives of leading homegrown brands including Sarita Handa, The House of Things, Sage Living, Orange Tree, and Design Ni Dukaan, along with several of the country’s noted architects and designers.“The Purple Boat is built on the ethos of celebrating homegrown voices through stories that connect creativity with culture and community,” says Richa Gupta. “As Obeetee expands its voice across India and globally, we are excited to highlight the brand’s extraordinary journey, community of artisans, and innovative approach to design.”This collaboration brings together Obeetee’s legacy of craftsmanship with The Purple Boat’s new-age cultural storytelling, further strengthening Obeetee’s position as a leader in India’s evolving design and lifestyle space.

Independent creative communications agency W Communications has expanded its regional footprint with the launch of a new headquarters in Abu Dhabi, strengthening its Gulf strategy.The agency first entered the Middle East in 2020 as the agency of record for Diriyah Gate Development Authority. Its new GCC set-up brings together three brands under one umbrella: W GCC, delivering creative communications from Abu Dhabi; Lotus Arabia, a Riyadh-based destination marketing specialist representing clients such as Saudia and AROYA Cruises; and Hello Franses!, a celebrity and influencer marketing arm that has partnered with global sport and entertainment properties including Formula 1, Formula E and the Red Sea International Film Festival.Together, the brands form an integrated platform to support clients across the region’s evolving communications landscape.Founded in London in 2009, W Communications has grown into one of the most awarded independent agencies globally, with operations in London, New York and Singapore. Establishing a Gulf base underlines the region’s increasing role in the international communications industry, with Abu Dhabi serving as a strategic hub.The new office will be led by Joanna Della-Ragione, Managing Partner, W Communications GCC. She brings extensive experience from major regional projects, including leadership roles at Oxagon, NEOM’s first subsidiary, and at Diriyah Gate Development Authority.

McDonald’s has appointed Anne Hammer as its Global Chief Communications Officer. She joins the company after serving as Global Chief Communications Officer at Manulife for three years.At McDonald’s, Hammer will be part of the Impact team led by Jon Banner, with responsibilities focused on brand communications and business growth. She will be based in Chicago as she takes on her new role.

Ellerton & Co. Public Relations (“Ellerton & Co.”), a strategic communications firm, today announced its expansion into India with the appointment of Sanil Shirsat as its India lead. This significant move marks the launch of the firm’s ambitious “Greater Southeast Asia” vision, aimed at creating a powerful communications corridor between India and Southeast Asia.Shirsat, a seasoned public relations strategist with over 12 years of experience, will be responsible for establishing Ellerton & Co.’s presence, driving growth, and delivering high-impact communication strategies for clients in the Indian market."India is one of the world's most dynamic and exciting markets, and establishing a presence here is a critical step in our growth journey," said Oliver Ellerton, Founder and Director of Ellerton & Co. "We are thrilled to welcome Sanil to our team. His extensive experience with global brands, deep understanding of the technology sector, and proven ability to craft compelling narratives make him the ideal leader to build our foundation in India and deliver exceptional value to our clients." The expansion is a cornerstone of the firm’s strategy to offer a seamlessly integrated network across Asia's key growth regions. Ellerton & Co. currently operates in Singapore, Malaysia, Indonesia, Vietnam, the Philippines and Thailand, in addition to their new India presence. “Our expansion into India is a pivotal moment for Ellerton & Co.,” said Prayaank Gupta, Executive Director. “It not only strengthens our footprint but also launches our Greater Southeast Asia vision, spanning East Asia, India, the Middle East, and ASEAN.  “This move follows a strong run of new business wins across key client sectors, including a number of India mandates. The goal is to connect Southeast Asia and India, two regions with strong synergies, offering our clients unparalleled access and expertise across these interconnected markets,” added Gupta. Shirsat joins Ellerton & Co. with a distinguished career, having worked with top-tier global agencies including Weber Shandwick, MSLGroup, and Archetype, and a notable five-year tenure at Adfactors PR. There, he led the Frontier Tech Practice from Mumbai. His expertise lies in translating complex information into compelling narratives for leading global brands, homegrown startups, and conglomerates across business, culture, and technology. His client experience includes IBM, ABB, McAfee, ServiceNow, Tata Communications, and Air India SATS, among others. “I am incredibly excited to lead Ellerton & Co.’s charge into India,” said Sanil Shirsat. “The synergy between India and Southeast Asia presents an immense opportunity for brands to forge powerful cross-border connections. In a future-obsessed world, understanding cross-cultural dynamics is critical. I look forward to building a practice that serves as a strategic bridge between these vibrant regions, helping our clients navigate diverse audiences and achieve their most ambitious goals. I am also excited to collaborate with colleagues across other key markets, ensuring our clients benefit from truly integrated regional expertise.” Ellerton & Co. advises a diverse portfolio of clients across sectors including hospitality, travel, education, energy, sustainability, public sector, technology, investment firms, and high-growth startups. The firm was recently handed mandates for a number of global and local names such as Star Alliance member Ethiopian Airlines, AI infrastructure leader Nebius, BDx Data Centers, City Energy, Taiwan Trade, and MoneyHero Group.

Plum, India’s leading employee health benefits platform, has appointed The Mavericks India, India’s leading integrated marketing communications agency, as its strategic communications partner. Plum operates at the intersection of technology, healthcare, and benefits innovation, offering modern, accessible, and comprehensive protection plans for startups, SMBs, and enterprises. While rooted in health benefits, the platform has evolved into a holistic healthcare ecosystem, bringing together insurance, wellness, and preventive care, and now expanding into personal and business insurance, ensuring seamless protection for both organisations and individuals.The Mavericks India will drive strategic communications for Plum across key touchpoints, with a strong focus on thought leadership, stakeholder visibility, corporate reputation, and brand storytelling. The partnership aims to bolster Plum’s narrative in the fast-evolving healthcare and employee benefits space while also reinforcing its expansion into business and personal insurance. Through this collaboration, The Mavericks will help amplify Plum’s mission of making quality health protection—spanning preventive healthcare, group benefits, and individual coverage—a fundamental workplace right.Shreyas Achar, Senior Vice President, Marketing, Plum Benefits said, “At Plum, we are deeply invested in changing the way India views employee wellbeing. With The Mavericks India as our strategic communications partner, we are excited to craft a narrative that aligns with our purpose, resonates with our audience, and champions the role of health security in today’s workplaces. We look forward to this collaboration elevating our voice in the industry and beyond.”On winning the mandate, Chetan Mahajan, Co-founder and CEO, The Mavericks India, added, “Plum is a trailblazer in the insurtech and employee benefits ecosystem, disrupting traditional models with empathy, technology, and innovation at its core. We are honoured to partner with a brand that is creating systemic change for millions of employees and employers. Our goal will be to shape authentic, insight-led communications that strengthen Plum’s leadership and connect deeply with its stakeholders.”

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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