FleishmanHillard today announced the appointment of Madhulika Ojha as managing director of its India operations. Based in Mumbai, Ojha will oversee the strategy, operations and growth of the agency?ÇÖs India offices. She will report to Joanne Wong, Asia Pacific president and senior partner at FleishmanHillard.Ojha brings nearly 20 years of strategy consulting experience, with deep expertise in designing and implementing large-scale transformation programs to help businesses grow market share, increase shareholder value and enhance operational efficiency through technology enablement. Most recently, she served as an Executive Director in the Strategy and Transactions advisory team at EY in India, where she advised C-level leaders across industries.Wong said: ?Ç£At FleishmanHillard, we focus on the role communications play in driving business outcomes and influencing C-suite priorities and Board discussions. Madhulika?ÇÖs expertise in post-merger integration, deals and transactions and the financial communications ecosystem offers us growing opportunities to strengthen our position as a trusted advisor. As India?ÇÖs business and financial landscape evolves rapidly, her leadership will enable us to better support clients in navigating this dynamic environment. We are thrilled to have her join us and lead the next phase of growth and transformation for our India operations.?Ç¥  Ojha?ÇÖs career spans leading global business advisory and technology consulting firms, including EY, Capgemini, Deloitte, TCS and Tech Mahindra. She has advised Fortune 500 corporations across sectors such as financial services, consumer, automotive, life sciences and more, with market exposure spanning Asia, Europe and the Americas.?Ç£The FleishmanHillard team in India has built an impressive foundation, and I'm excited to build upon their success,?Ç¥ Ojha said. ?Ç£The agency's commitment to delivering business-informed, technology-powered communications that drive tangible business outcomes aligns perfectly with my passion and professional experience. I look forward to contributing and collaborating with the team to help clients protect, transform and grow their businesses through strategic communications.?Ç¥Wong added: ?Ç£Our focus for India and the broader APAC region in 2025 is to further solidify our unique position as a business-critical advisor, offering both high-level strategic counsel and robust implementation for clients. With management consulting leaders like Madhulika bringing greater strategic depth, combined with our trusted brand, leading global networks and comprehensive offerings, we are confident in achieving this priority.?Ç¥  Since 2007, FleishmanHillard India has continued to deliver award-winning campaigns for both global and local clients across sectors such as fast-moving consumer goods, healthcare, technology, financial services, automobile and hospitality. The team has earned numerous accolades, including being recognized as the Public Relations Team of the Year at the 2024 Acer Faster Awards. It has also won Best Consumer Relation Campaign at the 2022 Public Relations Council of India Awards; Best Use of Digital and Print Media at the 2021 Asia Pacific IN2SABRE Awards; and both the Technology: Hardware and Financial & Professional Services categories at the 2020 Asia Pacific SABRE Awards.

In an exclusive interaction with Adgully, Atul Sharma, CEO, Ruder Finn India and Head of Middle East, shares his growth outlook for 2025, the evolving landscape of the PR industry, and the challenges and opportunities that lie ahead.Emphasising the dynamic nature of the PR industry and the increasing need for PR firms to evolve in order to stay relevant, Sharma renarked, ?Ç£Growth doesn?ÇÖt come simply from following trends, it comes from truly understanding what our clients need today and where they are aiming to go in the future.?Ç¥ He stressed that the key to success lies in blending creativity with technology. ?Ç£A great story alone isn?ÇÖt sufficient anymore; it has to be backed by data, insights, and the flexibility to adapt quickly,?Ç¥ he asserted.Sharma also pointed out that there has been an increasing demand in areas traditionally handled in-house by clients, such as internal communications, crisis preparedness, and response planning. ?Ç£In the B2B space, brands are coming to us for assistance in building their brand identity and creating brand positioning manuals. They recognise that PR firms are uniquely equipped to craft these narratives, particularly through earned media,?Ç¥ he observed.With India?ÇÖs economy growing at an impressive rate, Sharma sees immense potential in areas such as financial communications, investor relations, and IPO communications. ?Ç£India is poised to become a high middle-income economy, and with that, we anticipate a surge in the need for expert storytelling to appeal to global investors and stakeholders,?Ç¥ he said. ?Ç£As many domestic companies and Indian arms of MNCs prepare to go public, we see a significant rise in demand for financial communications.?Ç¥Sharma also highlighted the role of artificial intelligence (AI) in reshaping the PR industry. ?Ç£AI isn?ÇÖt just a buzzword, it is fundamentally altering the way we work and deliver value. At Ruder Finn, we?ÇÖve made substantial investments in AI to streamline processes, improve efficiency, and redefine pricing models to meet future demands,?Ç¥ he revealed.Furthermore, Sharma shared that the agency is actively helping clients adapt to the AI-driven landscape, citing insights from a Ruder Finn and Ragan survey on internal communications. ?Ç£The way forward is clear ?Çô AI will drive not only operational efficiencies, but also enhance the way we communicate with our audiences,?Ç¥ he added.Looking ahead at 2025, Sharma believes that the year will require a careful balance of optimism and caution. ?Ç£Geopolitical uncertainties and rising costs may cause businesses to be more cautious, but the growing recognition of PR as a business enabler opens up exciting possibilities,?Ç¥ he remarked. ?Ç£For those willing to innovate and adapt, the opportunities in 2025 are vast. We?ÇÖre entering a new phase of transformation, and those who embrace it will thrive.?Ç¥In conclusion, Sharma highlighted that while challenges lie ahead, the future of the PR industry remains full of promise for those prepared to evolve, harness the power of technology, and continuously innovate. ?Ç£The PR sector?ÇÖs role is only going to grow in importance, and for those who remain agile, the potential to succeed has never been greater,?Ç¥ he concluded.

 In this role she will lead the company's marketing, external & internal communications and CSR efforts in India, with a dual focus on brand building and talent attraction. Harshita is a communications professional with over 21 years of experience in designing and orchestrating high-impact projects and initiatives in Communications, Employee Engagement and Talent Enablement. Her previous roles have mostly been with leading companies in the Technology industry, in both product and services companies like Capgemini, Wipro Technologies, Subex, Quintiles (now iQvia) among others. Harshita has held a good mix of India-centric and global leadership roles throughout her career. She is a double graduate, B.Com and PGDBM, and a Master of Science (MS) in Communications, which she completed at Manipal Institute of Communications.

The PRCA Mena AI in PR Committee, in collaboration with YouGov, has launched a new survey to explore the transformative role of artificial intelligence (AI) in the PR and communications industry across Mena.The survey, spearheaded by the committee, aims to assess AI awareness and usage, uncover challenges and identify opportunities for innovation within the industry. The insights gained will serve as a foundation for shaping strategies and best practices that empower professionals to embrace AI effectively and responsibly.?Ç£This is an incredibly timely initiative as AI continues to redefine the way we approach communications,?Ç¥ said Conrad Egbert, Head of PRCA Mena. ?Ç£The survey will help us better understand how professionals are engaging with AI, the challenges they face, and how we can drive the adoption of ethical, effective, and innovative AI solutions.?Ç¥Imad Lahad, Chair of the PRCA Mena AI in PR Committee, commented: "Artificial intelligence has already begun transforming industries, and PR is no exception. This survey will not only provide valuable insights into the current state of AI adoption but also guide actionable steps for integrating AI into PR practices, ensuring the industry?ÇÖs evolution aligns with global standards.?Ç¥

Danny Phan, an award-winning professional with more than 20 years of international experience across Asia and the United States, joined APCO.  ?Ç£We are thrilled to welcome Danny to APCO. His extensive experience across different markets and sectors will be invaluable to clients and colleagues alike,?Ç¥ APCO CEO Brad Staples said. ?Ç£We are confident that Danny?ÇÖs strategic insight and expertise will enhance our client service offerings, and his leadership will inspire our team to drive our mission forward.?Ç¥  Prior to joining APCO, Phan served as the global chief strategy officer and managing director of the Asia Pacific region at Wachsman, a Web3, blockchain and fintech consultancy. Phan built a career advising world-leading brands on critical reputational issues and navigating complex challenges in frontier and emerging markets, as well as new and highly regulated industries pushing the boundaries of innovation and regulation.  ?Ç£APCO has set the gold standard in public affairs, policy advisory and advocacy. What sets APCO apart is its relentless focus on the future and its ability to integrate transformative technologies into advisory work?Çöexactly what clients need today,?Ç¥ said Danny Phan. ?Ç£While others are still discussing AI, APCO has been ahead of the curve since 2018 with its AI Labs, integrating AI, predictive geopolitical forecasting and data-driven stakeholder analysis to address clients?ÇÖ challenges. This firm isn?ÇÖt just keeping up; it?ÇÖs outpacing the competition with unmatched talent, and innovative solutions. Joining APCO means stepping into the future of advisory work, and I am excited to bring my passion for innovation and strategy to this team.?Ç¥ Phan has advised world-leading brands such as Coca-Cola, Airbnb, Unilever, Sumitomo, SEA Group, Shell and leading financial institutions on some of their biggest reputational issues, from sustainability and social impact, energy transitions, digital transformation, change management and risk and crisis management. His work in the tech sector has been particularly impactful, advising major companies, including one of Southeast Asia?ÇÖs largest ride-hailing companies, Airbnb and the Asia Internet Coalition, on policy and regulatory communications.  Phan began his career in New York before taking on leadership roles across Asia. His contributions have earned him numerous accolades, including ?Ç£Young PR Professional of the Year?Ç¥ at the Asia Pacific PR Awards and a place in Campaign Asia?ÇÖs ?Ç£40 Under 40?Ç¥ recognition.  In addition to Phan, Chin Ann Ho is also joining APCO as a senior director. Ho previously worked at Wachsman, where he oversaw the firm?ÇÖs operations in Singapore, building and managing high-performing teams that delivered award-winning work at the intersection of technology, finance and policy. Ho has advised leading companies in technology and finance, such as HP, VMware, SAP, DBS, SC Ventures, SGInnovate, Elevandi (now GFTN) and Nanyang Technological University. He has been instrumental in launching significant campaigns across the Asia Pacific, guiding companies through key growth and transformation phases.

Dave Whiting has joined Weber Shandwick as GM of the Boston office.Whiting will start the role on Feb. 3, a Weber Shandwick spokesperson said.  Whiting was hired to oversee Weber Shandwick?ÇÖs 80-person Boston office, leading clients,?business growth and driving innovation?for?the Boston market, it said in a statement.?He will have a?broader?leadership?role?in the agency?ÇÖs?corporate affairs and advisory?business in North America as well. ?Ç£I?ÇÖm thrilled to lead the largest and most-awarded firm in Boston and the New England region,?Ç¥ Whiting said. ?Ç£Weber Shandwick?ÇÖs unmatched creativity, strategy and impact ?Çö combined with its modern corporate affairs expertise and advisory capabilities ?Çö make it a true powerhouse. Together with our Boston leadership team, we?ÇÖre ready to drive innovation, deliver measurable results, and elevate the firm?ÇÖs legacy as an industry leader.?Ç¥ Whiting succeeded Pam Jenkins, chief public health officer and chief public affairs officer, who was also acting as interim Boston GM, the spokesperson explained.Previously, Whiting was global chief operating officer with Edelman. He led the firm?ÇÖs business-to-business operations across the U.S., Canada, Latin America, Asia-Pacific, Europe, Middle East and Africa in his prior role. He joined Edelman in December 2012. Recent appointments at Weber Shandwick include the promotion of Paul Massey to South region president in December; and Marianna Ruiz?ÇÖs appointment as chief creative officer of creative growth for North America in August. Additionally, Jeff Immel, a 14-year Weber Shandwick veteran, was named as Weber Shandwick chief creative officer for Chicago. The Weber Shandwick Collective also promoted O?ÇÖLeary and Karen Pugliese to global president roles and named Joy Farber Kolo chief impact officer in December as the agency formalized its leadership under new CEO Susan Howe. Howe became CEO, succeeding Gail Heimann, in November.

The Public Relations Consultants Association of India (PRCAI) unveiled its SPRINT 2024-25 survey report, presenting the dynamic state of India?ÇÖs rapidly evolving public relations industry. The industry achieved ?2,500 crores in revenue for FY 2023, reflecting a 19% year-on-year growth?Çöfar outpacing global growth by more than three times. With a compounded decadal CAGR of 12.8%, the industry is expected to reach ?4,570 crores by FY 2030, driven by an increasing emphasis on strategic PR practices for business outcomes, technological advancements, influencer marketing, and purpose-driven strategies gaining prominence.The survey is conducted by Ipsos, a global market research and advisory company and PRCAI in collaboration with Astrum Reputation Advisory for narrative and storytelling, capturing insights from 220 respondents, covering senior decision-makers from consultancies and corporate communication teams, and expanded range of industry professionals. The industry employed 13,300 professionals in FY 2023, added 4,800 people in the last 5 years. Till FY 2030, the Indian PR industry is expected to see the headcount grow at a CAGR of 8%, and is projected to employ 22,700 professionals by FY 2030.?Ç£The findings from SPRINT 2024-25 serves as both a mirror and a map?Çöreflecting the current growth state of India and the Industry. In FY22, industry saw a 15% growth, followed by a 19% in FY23 primarily due to a smaller market base post Covid-19. For FY 2024 the industry is projecting 11% growth considering the larger market base. The growth is fueled by the industry?ÇÖs adaptability?Çöwhether it?ÇÖs the rise of AI-driven tools or the expansion of regional outreach and diverse set of services, which is contributing to projected growth,?Ç¥ said Atul Sharma, President, PRCAI.However, the report also highlights that while the industry has witnessed a compounded decadal CAGR of 12.8%, the industry, the growth is likely to soften as PR firms are experiencing growth pangs and dealing with intense cost pressures in talent and infrastructure, and client budgets are not growing at the same pace at which consultancies are incurring costs. ?Ç£SPRINT 2024-25 showcases how the PR industry is rapidly evolving in an era where PR can influence reputation, and business outcomes and growth. From AI integrations to regional storytelling and digital-first approaches, the profession is consolidating best practices from global and local nuances. As the industry embraces AI and big data, it faces the challenge of navigating AI-generated misinformation, highlighting the need for strategic differentiation for us to foster creativity, adopt the right technology, and continue to build industry ready talent. As PR professionals, this is our time when we are uniquely positioned to build trust and inspire action,?Ç¥ said Deeptie Sethi, CEO, PRCAI.Key Findings from SPRINT 2024-25:PR to Impact Business OutcomesAs corporate communicators now collaborate directly with the C-suite, it?ÇÖs evident that PR is no longer an ancillary function but a strategic partner in achieving business goals. The survey reveals, that while private corporates (46%) remain the big contributor, start-ups (22%) and NGOs (11%) have emerged as high-growth segments. 68% of PR consultancy heads agree that acquisitions and collaborations are key drivers of industry growth, fuelled by global expansion, service diversification, competitive advantage, and talent acquisition. The Indian PR is transitioning from traditional media metrics to a tangible business impact. According to the survey, 90% of Corporate Communicators are seeing the value shifting to business impact over media exposures, and an equal number see a need for a comprehensive multi-channel (paid, earned, owned) strategy to deliver ROI. Overall, 69 percent respondents agree that digital-first approach necessary for all PR campaigns and PR budgets rose from 9.5% three years ago and likely to grow to 15.7% over next three years of the marketing spends. AI a Catalyst and Threat for PR Artificial intelligence (AI) is an important stimulus of PR innovation, with 90% of leaders recognizing its role in driving growth, up from 44% in FY 2022. The top three key areas where big data and AI will influence include research and strategy (82%), conversational AI (77%), and personalized content creation (57%), apart from media monitoring and automating routine tasks. Despite these advancements, there is an investment deficit, with only 13% of PR firms having made significant investments in AI, while 47% have made moderate investments and 30 percent have not invested in any enterprise tools. However, AI has headwinds - risks such as misinformation and deepfakes, pose several challenges, highlighted by 90% of respondents. Maintaining strategic differentiation will be a double whammy as AI democratizes access to similar information and data.  Purpose-Driven PR Gains MomentumWhile there is a growing emphasis on Purpose-driven communication, it is important to distinguish PR from greenwashing. More than half of respondents confirmed that clients are increasingly adopting purpose-driven PR, with top 3 sectors adopting it are Social Impact and NGO (80%), Energy and Environment (67%), and Pharma and Healthcare (60%). Organizations are increasingly aligning narratives with societal values such as sustainability and diversity. However, the study warns against ?Ç£greenwashing?Ç¥ emphasizes on maintaining authenticity, as 45 percent respondents agreed that narratives of ESG (Environmental, Social, Governance) and DEI (Diversity, Equity, Inclusion) are often challenged by investors.Influencer Marketing on Rise, Hyperlocal Engagement Boost with RegionalThe role of influencer marketing is emerging as a key growth driver. In the report, a proportion of respondents indicated that influencer marketing contribution to their service-wise revenue has increased from 10% in last three years to 18% in FY24 and is expected to rise to 28% in the next three years. Further, 73 percent believe the need to explore storytelling from a fresh perspective by going hyperlocal, and an overwhelming 88 percent agree that cultural nuances are essential for building tailored PR strategies. The survey saw 84 percent agreeing that regional storytelling will gain importance, and 86 percent agreeing that regional influencers and local dialects will gain tremendous traction. While influencer engagement is grabbing attention, 88 percent felt that Influencer marketing needs more accountability for business outcomes and 53 percent preferred Key Opinion Leaders over Influencers.  Talent Development as a Strategic ImperativeAlthough the PR industry added 1,300 professionals in FY23, the attrition rate in FY 2023 is 16% driven by concerns around compensation, work-life balance, and workplace culture. The top 5 reasons for attrition quoted by PR firm employees are Growth opportunities (72%), Work-life balance (64%), Compensation and benefits (61%), Poor work culture (54%), Dissatisfaction with leadership (53%). The survey highlighted that tier II and III cities are becoming vital talent pools, who offer greater adaptability and loyalty. While organizations are increasingly adopting flexible work models to attract and retain this workforce, half of respondents felt that by 2025, the PR industry should return to a full-time, in-office work mode.  To attract and retain talent, continuous upskilling and training on the job is critical, as agreed by 82% of respondents, with 75 percent agreeing that domain knowledge is essential to be a good PR professional and 76% emphasize the need for curriculum overhauls in educational institutions to align with industry demands.Gen Z Shaping Future PR WorkplacesFor the first-time ever, the survey went deeper to study behavioral changes with the rise of Gen Z professionals strongly influencing workplace dynamics in PR industry. Gen Z are ambitious, collaborative and curious, who seek flexibility, reward and recognition, encouraging PR firms to adopt inclusive policies and mentorship programs. But, the next-gen struggles with set work culture with 45 percent concerned with overwhelming workload and an equal number had lack of motivation, and 41 percent were concerned with micromanagement and 34 percent stressed over work-life balance. To get the best from Gen Z, recognizing and rewarding talent will boost their morale and retention (93%), and expect more tolerance, flexibility, liberalism when managing them (86%), and expressed that leadership style to adapt their management styles to foster inclusivity and a peer-level working relationship (79%). Over 70% of Gen Z respondents highlighted the importance of aligning their work with personal values, such as diversity, sustainability, and innovation. With the workforce projected to grow to 22,700 professionals by FY 2030, addressing Gen Z?ÇÖs expectations will be essential to sustaining this growth. ?Ç£The PR industry in India is undergoing a consolidation phase, characterized by a remarkable growth rate of 1.4x of GDP, in 2024. This surge is driven by the increasing influence of digital media, influencer marketing, and social media. As the industry embraces AI and big data, it faces the challenge of navigating AI-generated misinformation, highlighting the need for strategic differentiation,?Ç¥ concluded, Deepak Hanumantharayappa, Partner & Country Lead, Ipsos Strategy

FleishmanHillard has appointed Atiwat Krisintu as the new General Manager of its Bangkok office. In this role, Krisintu will lead the agency's expansion efforts in Thailand, enhancing its market position and delivering impactful communications solutions for clients. He will report to Joanne Wong, President of Asia Pacific and Senior Partner at FleishmanHillard.Krisintu brings a wealth of experience to the role, having served as Director of Strategy & Business Design at Deloitte Consulting in Bangkok. With nearly 30 years of experience in corporate strategy and management consulting, he possesses a deep understanding of complex business challenges and the ability to develop high-level strategies for both global and Thai organizations.?Ç£As a seasoned leader with a proven ability to solve complex business challenges and inform high-level strategies for both global and Thai organizations, Atiwat brings invaluable expertise to our team. Building on the solid foundation and stellar reputation that our team in Thailand has established, we are confident that Atiwat will help us further enhance our capabilities, engage deeper with the C-suite and elevate our position as a business-critical advisor. We are thrilled to welcome him to our team,?Ç¥ said Joanne Wong. Krisintu succeeds Sophis Kasemsahasin, who is retiring after a successful 11-year tenure at FleishmanHillard. Kasemsahasin established the Bangkok office in 2013 and grew it into a leading communications agency in Thailand.Prior to his role at Deloitte Consulting, Krisintu held key leadership positions at prominent organizations, including SIAM MAKRO Group, Central Marketing Group, and the Coca-Cola Company. He earned his bachelor's degree in economics from the Wharton School at the University of Pennsylvania.?Ç£It is truly tremendous to step into the role of general manager for a team as talented, motivated, and collaborative as the one that Kasemsahasin has built. I am excited to work alongside this incredible group and add value for both our clients and teams. By drawing on my experience, I am committed to strengthening our strategic advisory services, expanding our reach through the wider global FleishmanHillard and Omnicom networks and delivering impactful solutions that meet the market's evolving needs. Together, we will build on the success of the Bangkok office and take it to even greater heights,?Ç¥ said Krisintu.

W Communications, a leading independent communications agency, has appointed Robin Chang as General Manager for its Asia-Pacific operations. In this role, Chang will report to Warren Johnson, Founder and CEO of W Communications.?Ç£Chang is an exceptional talent. We are thrilled to have secured his leadership. This marks an exciting new chapter for our business in Asia. Robin brings a unique blend of results-oriented collaboration with unparalleled expertise in the seamless integration of communications services,?Ç¥ said Johnson. Chang brings 17 years of experience in public relations and integrated communications across the consumer, lifestyle, and corporate sectors. He has held senior leadership roles in Singapore while successfully managing campaigns throughout Asia. His strategic vision and leadership were instrumental in driving growth at previous agencies, including PRecious Communications and Allison Worldwide.In his new role, Chang will collaborate closely with W Communications Chairman Tim Sutton, former head of Weber Shandwick's Asia-Pacific network, and leadership teams across the agency's global offices.This appointment follows a period of significant growth for W Communications in Asia. The agency has expanded its corporate and consumer teams with top talent in integrated communications and social media. Recent client wins include LHN Group, Affinidi, Global TechSolutions, VP Bank, Deliveroo, Hilton Group, PS.Gourmet, Suntec City, and Tinder APAC.This news comes shortly after W Communications named Matt Brown as its new Managing Director. Brown joins W from Edelman, where he served as Vice Chair of Brand for EMEA.

The 2025 Edelman Trust Barometer, a global survey examining public trust in institutions, reveals a significant decline in trust across business, government, media, and NGOs, driven by a widespread sense of grievance. This grievance is linked to perceptions of unfairness and inequality, particularly concerning wealth distribution and institutional actions. The study also explores the impact of this distrust on economic optimism and societal stability, highlighting the urgent need to rebuild trust across institutions. Specific findings show business is viewed as most competent and ethical, but this perception is heavily influenced by levels of societal grievance.The study reveals a worldwide crisis of trust, fuelled by a sense of grievance against institutions and the wealthy. The annual online survey, in its 25th year, shows that a majority of people hold grievances against business, government, and the rich.The survey, which included over 33,000 respondents across 28 countries, indicates that this crisis is undermining faith in leaders and institutions, and driving a zero-sum mindset.Key findings from the report include:?ÇóWidespread Grievance: 61% of people across 26 countries (excluding China and Thailand) hold a moderate or higher sense of grievance because they feel that business and government serve a select few, their actions hurt them, the system favors the rich, and the rich are getting richer?ÇóErosion of Trust: Trust in institutions like business, government, media, and NGOs is low, with a global average Trust Index score of 56. Only business is seen as both competent and ethical, while media is seen as less competent and unethical.?ÇóDistrust of Leaders: There is a growing fear that leaders are purposely misleading people. This includes government leaders, business leaders, and journalists.?ÇóEconomic Concerns: Many employees worry about job security, and 67% of people believe the wealthy do not pay their fair share of taxes.?ÇóZero-Sum Mindset: People with a high sense of grievance are twice as likely to have a zero-sum mindset, believing that what benefits others comes at a cost to them.?ÇóSupport for Hostile Activism: 40% of people approve of hostile activism to drive change, with over half of young adults (18-34) agreeing. This includes actions such as attacking people online, spreading disinformation, and even threatening or committing violence.?ÇóLack of Optimism: There is a lack of optimism about the future, with only a small minority in developed countries believing that the next generation will be better off.The report also highlights a significant trust gap between high and low income earners. Low-income individuals are far less trusting of institutions than their high-income counterparts, and are more likely to distrust business, government, media and NGOs.The Edelman Trust Barometer suggests that this crisis has been fueled by a generation of institutional failures. These failures have led to the erosion of trust in authorities and a shift towards relying on peers. Events such as the Battle of Seattle WTO protests, the financial crisis, Brexit, the COVID-19 pandemic and the invasion of Ukraine have further strained trust in institutions.The report offers a path forward, emphasizing the need for all institutions to work together to rebuild trust. Recommendations include:?ÇóBusiness: Should empower people with well-paid jobs and skills for the future, and act to fix problems they've caused. Employers also need to create an environment of civility in the workplace.?ÇóGovernment: Must deliver results that benefit people and understand what people need and want.?ÇóNGOs: Should fight divisiveness and repair the social fabric.?ÇóMedia: Needs to prioritize facts and focus on informing the public.The survey indicates that when trust increases, economic optimism can overpower grievance. Therefore, the report concludes, it is crucial that institutions work to address the root causes of grievance to enable trust, growth, and prosperity.

As part of its ambitious expansion strategy for 2025, Value 360 Communications, a leading PR and communications firm, has announced the appointment of Archana Hindocha as Head of its Bangalore operations. This strategic move marks the first in a series of key leadership appointments aimed at driving the company?ÇÖs next phase of hypergrowth, geographic expansion, and diversification into new industry practices and capabilities.With over two decades of experience in corporate communications, public relations, and marketing strategy, Archana brings a wealth of expertise to Value 360. Throughout her career, she has successfully led communication strategies for an impressive portfolio of brands across consumer, lifestyle, and technology sectors. Her experience spans working with industry giants such as Wipro Technologies, Bharti AXA General Insurance, Bosch, Dell, and AWS, among others. Archana?ÇÖs deep understanding of business development, marketing, and corporate communications will play a pivotal role in strengthening Value 360's foothold in South India.Speaking on the appointment, Kunal Kishore, Group CEO & Co-Founder and Joint CEO, V360 Group, said, "Value 360 Communications is at a critical inflection point as we prepare to unlock our next phase of accelerated growth. The year 2025 will witness our hypergrowth strategy in action, with a sharp focus on geographical expansion, industry diversification, and capability building. Archana?ÇÖs appointment is a strategic step in this journey, and we are confident that her experience and leadership will drive our Bangalore operations to new heights.?Ç¥Expressing her excitement, Archana Hindocha said, "I am thrilled to join Value 360 Communications at such a transformative time in the company's journey. The firm's vision, client-centric approach, and innovative strategies resonate deeply with my professional values. I look forward to leveraging my experience to contribute to the company?ÇÖs ambitious growth plans and deliver impactful communication solutions for our clients in South India.?Ç¥Value 360 Communications has set the stage for an ambitious 2025, with plans to expand its regional footprint and strengthen its capabilities across various industry verticals. The company's growing clientele includes renowned brands such as Kia India, Tata Motors, Pernod Ricard, Audi India, Mondelez, and EaseMyTrip, among others. With offices across major Indian metros and a commitment to innovation, Value 360 Communications continues to redefine excellence in the PR and communications landscape.

Heighten Communications, a leading public relations and communication agency, has been appointed as the official PR partner for Echelon Edge, a global IT solutions provider recognized for delivering innovative solutions. This collaboration aims to strengthen Echelon Edge?ÇÖs brand presence and strengthen its vision of delivering transformative solutions across industries through enhanced communication strategies.Rahat Ali, Founder and CEO of Heighten Communications, shared, ?Ç£Echelon Edge is a company that is redefining the way technology supports businesses. Working with such a forward-thinking team is an incredible opportunity. Our goal is to ensure their story reaches the right people, highlighting the innovation and dedication they bring to every project.?Ç¥This partnership with Heighten Communications is set to strengthen Echelon Edge?ÇÖs communication efforts. With its extensive media expertise, Heighten Communications will create engaging narratives that highlight Echelon Edge?ÇÖs innovative contributions as a global IT solutions provider.Our team has great expertise in the telecom and technology industry and understands the challenges and possibilities associated with its ecosystem. We are convinced of our strategic approach. along with our extensive understanding of the technology sector will allow us to build successful and intriguing PR campaigns for Echelon Edge, Rahat Ali further added. Commenting on the partnership, Anubhav Goel, VP- Marketing Echelon Edge, stated, ?Ç£Heighten Communications?ÇÖ expertise in crafting impactful narratives and their deep understanding of media dynamics make them the perfect partner for our journey. We are confident that this collaboration will help us reach new heights in brand visibility and stakeholder engagement.?Ç¥Echelon Edge simplifies technological complexity through innovative solutions designed to enhance efficiency, scalability, and transformation across diverse industries. The company's expertise encompasses network solutions, data analytics, unified platforms, and private 5G, empowering businesses to streamline operations, improve connectivity, and make informed decisions. With a proven history of successful deployments for industry leaders, Echelon Edge is a trusted partner for delivering end-to-end, future-ready solutions.

The internet has come a long way from being a static information repository to becoming a dynamic system powered by artificial intelligence (AI). This evolution can be best understood through the DIKW Pyramid, which illustrates the journey from raw Data to actionable Wisdom.The DIKW FrameworkData: In its early days, the internet was a vast, unorganized collection of raw data. Users had to extract meaning manually, making information retrieval a labor-intensive task.Information: The rise of search engines like Google transformed data into meaningful information, making it easier for users to find context and relevance. However, interpreting this information still required significant human effort.Knowledge: AI introduced a significant leap by synthesizing information into actionable knowledge. From identifying patterns to offering personalized recommendations, AI tools like chatbots and virtual assistants are now bridging the gap between raw data and informed action.Wisdom: Although still evolving, the internet is moving toward providing wisdom?Çöactionable insights applied to real-world decision-making. Examples include AI systems in healthcare that recommend personalized treatments or predictive tools in business that optimize strategies.The Role of AI in TransformationAI has been the driving force behind this shift. By leveraging natural language processing, machine learning, and predictive analytics, AI turns static data into interactive insights. For instance, a marketer seeking strategies online no longer has to sift through countless blogs. AI platforms now offer tailored recommendations based on industry trends, user behavior, and competitor analysis.This transformation enhances decision-making, reduces human error, and increases efficiency across industries. Whether predicting market trends or diagnosing diseases, AI-driven wisdom is reshaping how we interact with information.Real-World ImplicationsThe evolution of the internet has profound implications:?      Education: AI-powered platforms provide personalized learning paths, helping students not just acquire knowledge but apply it effectively.?      Healthcare: AI analyzes patient data, predicts health risks, and delivers customized care plans, improving outcomes and operational efficiency.?      Business: Companies use AI for trend analysis, customer behavior predictions, and process optimization, driving innovation.?      Everyday Life: Smart assistants like Alexa and Siri integrate wisdom into daily tasks, enhancing convenience and productivity.Challenges AheadDespite its benefits, this transformation comes with challenges:?      Bias in AI: Ensuring algorithms remain objective and inclusive.?      Privacy Concerns: Balancing innovation with data security.?      Digital Divide: Bridging access gaps for equitable technology use.?      Ethics: Embedding ethical decision-making into AI systems.ConclusionThe internet today is much more than an information hub. With AI, it has become a powerful system for delivering knowledge and wisdom. By transforming raw data into actionable insights, the internet empowers individuals, businesses, and societies to make informed decisions and solve complex problems. As AI continues to evolve, the internet's potential to drive transformative value will only grow, shaping the future in ways we are just beginning to imagine.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Pavit Nanda Anand, Communication Lead - APAC, inDrive, takes us through her journey in PR and Communications. She shares insights into inDrive?ÇÖs communication strategy aligned with its business goals across diverse markets like India, Nepal, and the Philippines. Anand highlights some of the most notable campaigns she has worked on at inDrive, the challenges faced while localizing PR strategies for such a culturally diverse region, and the future goals for inDrive?ÇÖs communication efforts, among other topics.Could you take us through your journey in PR and Communications? How did you navigate through the different sectors and roles in your career?With over 15 years of experience working with brands across different sectors, I am currently working as the Asia Pacific Communication Lead for inDrive. Headquartered in Mountain View, CA, USA, inDrive is a global mobility and urban services platform. In addition to ride-hailing, inDrive provides an expanding list of urban services, including intercity transportation and delivery.In my current role, I lead the communication and PR mandate for all the countries in the Asia Pacific region. I am responsible for formulating the overall communication strategy, relationship management, and partnerships in line with the inDrive communications strategy.I have been with inDrive since its launch in India in 2018 and have had the privilege of launching it across India, Nepal, Pakistan, Indonesia, Malaysia and the Philippines.Talking specifically about India, from crisis management to external communication to planning and executing PR campaigns, I have been doing it all strategically, single-handedly.How do you align inDrive?ÇÖs communication strategy with its business goals across diverse markets like India, Nepal, and the Philippines?It is now a proven fact that the one-size-fits-all approach doesn?ÇÖt work and the global communication strategy has to be tailored to meet the requirements of each market. For instance, in India, we are using vernacular languages like Hindi, Punjabi , Bengali, etc., and engage with local influencers to connect with our target audience. In Nepal and Pakistan also it is important to engage with local influencers and local people. However, a common objective is customer centricity, which is at the heart of everything we do.Our campaign, ?ÇÿAb App ki nahi, aap ki chalegi?ÇÖ, reaffirms the significance of putting our customers at the centre of our efforts.What are some of the most notable campaigns you?ÇÖve worked on at inDrive, and what impact did they have on the brand?At inDrive, we are committed to challenging social injustice while impacting the lives of one billion people by 2030. A notable achievement of my career has been the launch of Driving Naari, a campaign I am super proud of. Driving Naari is a purpose-driven project by inDrive which works towards empowering women to become professional drivers. This initiative encourages them to be independent and confident individuals and take charge of their lives. I launched it as a pilot project first, and we are now planning to expand it to multiple cities. The campaign was well received, garnering 100+ hits with 150+ million reach.Another notable campaign was SafeDrive with inDrive, conducted across multiple cities in India to educate drivers on how to ensure their passengers?ÇÖ safety and comfort. This was a Safety PR campaign through which we aimed to reach out to the driver communities and give them road safety training from the experts (traffic police and Maruti driving school). This was in addition to inDrive?ÇÖs ongoing educational program for drivers, which reinforces their safety training and spans road safety and women?ÇÖs safety, so that every choice users make with inDrive is safe and secure. It also covered topics such as the prohibition of discrimination, ways to promote passengers?ÇÖ comfort, and how to use all the safety features available should anyone need assistance during a trip. The campaign garnered 200+ press hits with 200 million+ reach.What role does communication play in differentiating inDrive in the global mobility sector, particularly as it diversifies into areas like intercity transportation, freight, and courier delivery?Today, there are several players in the ride hailing industry. However, inDrive is different from them as we allow users to choose their ride, vehicle and driver instead of leaving it to the algorithm to determine these parameters. We are the second most downloaded ride-hailing app worldwide (based on Google Play and Appstore data) and have grown beyond just ride-hailing to offer solutions that enable the provision of honest and ethical services to communities worldwide.Communication plays a significant role in showcasing our unique value proposition, amplifying our achievements and highlighting our plans and way forward.Moreover, as we diversify into areas like intercity transportation, freight and courier delivery, our mission to ensure fair play and challenging injustice will be at the core of our values. Our communication efforts will be crucial to present our unifying objective as we scale rapidly and diversify our services.We consider each vertical as a separate product and plan our key messages, PR campaigns accordingly while making sure it is aligned with the overall brand mission, vision and key message.What challenges have you faced while localizing PR strategies for such a culturally diverse region, and how did you address them?For a global brand with a presence across 46 countries, it?ÇÖs crucial to have regional PR strategies and that?ÇÖs where my role comes in. For instance, the terminology of our services also varies from region to region. Often, an important global announcement is uninteresting for some markets. Hence, we plan such an announcement strategically - we club it with either some interesting regional announcement or customise it by adding more information relevant to the region while keeping the messaging of the global announcement intact. As part of our regional communication strategy, we leverage regional influencers who can connect with our audience in that region.Who have been your key inspirations or mentors, and how have they influenced your approach to communication and leadership?I have had the opportunity to work with some great colleagues in my past and current organisations, who have inspired me and helped me become what I am today. Most successful campaigns are the result of the collective efforts of the teammates.My family?ÇÖs values and cultural norms form the foundation of my leadership philosophy. One fact I have learned from one of my colleagues, and I genuinely try to abide by, is ?Ç£Leadership isn?ÇÖt just about managing tasks; it?ÇÖs about guiding and empowering others to reach their full potential?Ç¥.What trends in PR and communications do you believe will shape the industry in the APAC region in the next few years?The PR and communication landscape is evolving rapidly. Today, there are several brands vying for the limited attention span of customers. Hence, communication and PR will be the key to differentiating these brands from the competition. In the era of declining trust, the formidable challenge for brands is to foster meaningful and authentic connections with customers.Technology has revolutionised every industry, with PR being no exception. However, technology will be a means to an end, enabling PR professionals to perform their duties effectively and efficiently. For instance, AI has significantly redefined how we perform, report, and measure public relations tasks. However, authenticity and the human touch will always be intrinsic to communication efforts; AI will be an enabler. With the consolidation of media platforms, a strategic mix of paid, owned and earned approach is the recommended way forward.A notable trend is the role of vernacular media and the rise of micro-influencers, which help foster a deeper emotional connection with customers.With brands increasingly investing in corporate social responsibility and giving back to society, authenticity will be crucial to ensure the effectiveness of communication efforts.Navigating competition and staying relevant in the dynamic landscape is a crucial challenge for PR professionals. Staying abreast of recent trends and upskilling is a necessity rather than an option.What are your future goals for inDrive?ÇÖs communication efforts, and what excites you most about the road ahead?At inDrive, we are steadfastly committed to our mission of challenging injustice and empowering disadvantaged people. Through inVision, we aim to impact the lives of one billion individuals by 2030. I am enthused by its vision of being a socially responsible company that invests in its people and empowers marginalised communities. As a communication professional, my goal will be to foster meaningful connections with our stakeholders, including users, government, investors and colleagues and ensure that my efforts translate into tangible outcomes for the brand. As we scale rapidly, communication and PR will be integral to our mission of driving change in society and fostering connections with diverse audiences.

US President Donald J. Trump has signed an order designating Commissioner Brendan Carr as Chairman of the Federal Communications Commission (FCC).Chairman Carr released the following statement in response to his appointment: "I am deeply grateful to President Trump and honored by his decision to designate me as Chairman of the Federal Communications Commission. Having served at the FCC for over a dozen years, including my tenure as General Counsel, I am humbled by the opportunity to lead the agency.The FCC has critical work ahead, addressing issues from tech and media regulation to fostering economic growth and job creation through initiatives on spectrum, infrastructure, and the burgeoning space economy. We will also continue to prioritize advancing America?ÇÖs national security interests and protecting consumers.I look forward to accelerating the FCC?ÇÖs efforts on these fronts and collaborating with the Trump Administration, my colleagues on the Commission, the talented FCC staff, and Congress to deliver meaningful results for the American people.?Ç¥

PRCA Mena has officially opened registrations for the Young Lions PR Competition 2025, a unique platform for public relations professionals aged 30 and under to showcase their creativity and strategic thinking. This regional competition selects the top team to represent Mena at the Cannes Lions International Festival of Creativity, one of the world?ÇÖs most prestigious industry events.In 2023, Judy Bakieh and Sarah Al Salem from Gambit Communications, a PRCA Mena member, made history by winning both the regional and global competition, demonstrating that exceptional talent from this region can excel on a global platform.Designed to simulate the intensity and innovation required on a world stage, the competition challenges participants to craft a campaign for a local charity in just 24 hours. The process mirrors the structure of the Cannes competition, offering young professionals a valuable opportunity to refine their skills and gain international recognition.Conrad Egbert, Head of PRCA Mena, said:?Ç£The Young Lions PR Competition is an exceptional opportunity for the region?ÇÖs talent to shine globally. It?ÇÖs not about winning; it?ÇÖs about demonstrating the region?ÇÖs creative strength and strategic acumen to the rest of the world. I encourage all eligible teams to seize this opportunity and showcase what they?ÇÖre capable of.?Ç¥Conrad Egbert, Head of PRCA Mena, said:?Ç£The Young Lions PR Competition is an exceptional opportunity for the region?ÇÖs talent to shine globally. It?ÇÖs not about winning; it?ÇÖs about demonstrating the region?ÇÖs creative strength and strategic acumen to the rest of the world. I encourage all eligible teams to seize this opportunity and showcase what they?ÇÖre capable of.?Ç¥Key Details:?Çó Registration Opens: Tuesday, 21 January 2025, 12:00 pm GST?Çó Registration Closes: Thursday, 6 March 2025, 5:00 pm GST?Çó Cost to Enter:?Çó PRCA Mena Member Teams: AED 2000?Çó Non-Member Teams: AED 3000Competition Timeline:?Çó Charity Revealed: Tuesday, 11 March 2025?Çó Creative Brief Issued: Wednesday, 12 March 2025, 10:00 am GST?Çó Entries Due: Thursday, 13 March 2025, 10:00 am GST?Çó Finalists Announced: Monday, 24 March 2025?Çó Finalist Presentations: Tuesday, 15 April 2025 (via Zoom)?Çó Winners Announced: Wednesday, 16 April 2025The winners will travel to Cannes in June 2025, with PRCA Mena covering the cost of competitor passes for the festival.

In an industry where PR agencies often charge hefty retainers for strategy and consultation, Cameo Communications is redefining the landscape with its performance-based PR model.Traditionally, brands engage PR agencies for a wide range of activities, including strategy development, planning, and brainstorming. While valuable, these services come at a high cost that many innovative businesses?Çöparticularly smaller ones?Çösimply cannot afford. Even larger companies, with in-house marketing teams, may only require assistance with media coverage, not the full suite of strategy and planning. Cameo?ÇÖs performance PR model addresses this gap.Now, businesses of all sizes?Çöespecially SMEs and larger companies with in-house marketing teams?Çöcan collaborate with Cameo without being locked into expensive retainer agreements. Cameo said in a press release that it charges only for the media coverage it secures, not for the time spent attempting to achieve it.Addressing the Industry?ÇÖs Long-standing ChallengesTraditionally, clients have been charged large retainers for services like ideation and pitching, with no guarantee of actual media coverage. This often leads to frustration, as businesses end up paying for time spent on strategy rather than tangible results.Introducing a Fair, Transparent, and Measurable SolutionCameo?ÇÖs Pay-As-You-Go model offers a straightforward, cost-effective alternative to traditional PR. Clients only pay for the media coverage they receive?Çönothing more, nothing less.The process begins with a small fee to create a press kit and any additional content necessary to drive results (a task that clients can also manage on their own). Additional services, such as consultations on securing coverage and preparation of target media lists, are provided free of charge.Once the press kit is prepared, clients pay only for secured media coverage. The cost depends on the size and type of media feature, ensuring that businesses only pay for tangible results. This pricing structure makes the service a low-risk, cost-effective way to gain valuable PR exposure.The Pay-As-You-Go model is ideal for businesses?Çöfrom startups to established brands?Çöthat need media exposure but don?ÇÖt require extensive strategy or planning. For those seeking in-depth strategy, collaboration, or campaign management, traditional PR services remain available. However, for businesses focused solely on securing media placements, Cameo offers a results-oriented, performance-based alternative.Early Success and Growing DemandSince its soft launch two months ago, Cameo?ÇÖs Pay-As-You-Go service has proven successful, onboarding a suite of clients from diverse sectors including real estate, finance, food and beverage, and tech. The service is especially appealing to companies seeking PR exposure but lacking the budget for traditional retainer-based PR.?Ç£We identified a clear need in the market for a service that offers results without requiring clients to pay for strategies they don?ÇÖt need,?Ç¥ said Lara Geadah,, founder and CEO of Cameo Communications. ?Ç£Our model is simple, fair, and transparent. Clients pay only for the coverage secured. We?ÇÖre proud to be the first agency in the UAE to introduce this model, and we believe it will change the industry as more companies realize the value of paying only for performance and seeing measurable results.?Ç¥

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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