In conversation with Adgully, Tejas Totade, Chief Technology Officer, Ruder Finn, offers a global perspective on how artificial intelligence is redefining the future of communications—from a functional tool to a strategic partner embedded across workflows. He discusses the growing influence of AI-led search on reputation and risk management, India’s role as a critical innovation hub, and why transparency, human judgment, and ethical deployment will be central to building authentic, future-ready communication strategies in an increasingly AI-driven world.AI is rapidly moving beyond automation. How do you see the shift from AI as a tool to AI as a strategic partner reshaping the future of communications?When you think about it from a big-picture perspective, the reason AI is shifting from being just a tool to becoming an integrator or a platform is because there are far more opportunities today to embed AI into daily workflows. That, I think, is the key opportunity for everyone in the industry—to embrace AI in a way that hasn’t fully happened yet.So far, the focus has largely been on which tool to use and how to use one tool versus another. But the tools themselves are reaching a level of maturity where most of them are capable of doing very similar kinds of work. If you compare large language models like ChatGPT, Gemini, Claude, or others, their capabilities are converging.Now, the real question is how you embed AI into your day-to-day functions and make it pervasive, rather than treating it as a siloed solution that you turn to only for specific tasks. That’s where the true value of AI lies, and those who are able to unlock that value are the ones who will ultimately be successful.In an always-on, hyper-connected world, how should organisations rethink risk management and reputation building in the age of AI?One of the biggest challenges organisations are facing today is that search is increasingly dominated by AI. It’s no longer just about going to Google and scrolling through links. People now rely heavily on AI overviews in search results or the first response they get from tools like ChatGPT, and they make snap decisions based on that.Customers are increasingly depending on AI-driven search and prescriptive feedback from large language models. This, in turn, is shaping public perception and brand sentiment. Most users will not scroll past the AI overview or go beyond the first response they receive.Managing this new reality is a major challenge for brands. Many organisations are actively working to ensure that the key messages that accurately represent who they are and what they offer are reflected in these AI-generated responses. This is still an evolving landscape, and it goes beyond crisis readiness. From a brand health standpoint, this is the new frontier that organisations are trying to understand and prepare for, ensuring they are equipped to handle queries coming from AI-driven channels.What unique advantages does India bring to the global AI and communications ecosystem, and where does it still need to catch up?That’s a difficult question because there are many nuances involved. One of India’s biggest advantages is its massive user base. India has also always been very open to adopting technology.If you think about the mobile revolution or digital payments like UPI, these technologies became mainstream in India much faster than they did in many Western countries. India also has a very large and young population that is inherently digitally native, which further accelerates adoption and creates demand.There is significant talent, strong appetite for experimentation, and a willingness to be digitally first. This openness to adoption, combined with scale, makes India uniquely suited for the age of AI. As long as new services meet certain baseline expectations, there is very little resistance to trying and adopting them.From your global perspective, what makes India a critical growth and innovation hub in the evolving AI and communications ecosystem?The answer is closely linked to what I just described. The same advantages—India’s digitally native population, scale, and openness to technology—also translate into strong growth opportunities.This population is driving change and is among the most active users of emerging technologies. Education is also evolving rapidly in India, with a growing focus on incorporating new technologies into digital curricula. This creates opportunities not only for products and services but also from a talent perspective.There is a large pool of talent that is eager to enter this space and think beyond conventional approaches, which makes India a critical innovation hub in the global AI ecosystem.As AI-generated content becomes more prevalent, how can brands preserve authenticity and human judgment in their communications?Authenticity will always be critical, regardless of the technology involved. If brands want audiences to respond positively to campaigns, products, or services, there has to be a genuine human element.One important step is transparency. When AI is being used—especially in situations where audiences may not realise it—brands should disclose that the content is AI-generated. That has become table stakes.Beyond that, understanding context, messaging, and audience expectations is key. AI still struggles with context. Interestingly, when Google redefined its approach to search in 2023, it moved from E-A-T (Expertise, Authority, Trust) to E-E-A-T, adding “Experience” as a core pillar.This places greater emphasis on human experience and subject-matter authority. Content created by people with lived or professional experience is ranked higher. This is where the human element becomes essential and will continue to grow in importance.There’s also the growing concern of “AI slop”—low-quality, generic AI-generated content. Human intervention is critical to ensure brand communication doesn’t fall into that category. A human-in-the-loop approach is essential to preserving authenticity and ensuring AI-generated content adds value rather than diluting it.What ethical red lines should communications leaders never cross when deploying AI at scale?Transparency is fundamental, especially when engaging with public audiences who may not fully understand how AI is being used. That should never be compromised.Equally important is empathy and human oversight. AI-generated content must go through human review to ensure it aligns with brand values and doesn’t miss critical context.While there are legal considerations around copyright and fair use—which organisations are already addressing with their legal teams—the two non-negotiables for communicators should always be transparency and human intervention.In 2026, how critical will data-led communication and real-time sentiment tracking be in shaping proactive rather than reactive crisis strategies?We are already moving beyond real-time detection towards scenario planning. Scenario planning involves using AI to build audience personas and anticipate how different groups may respond during a crisis.Even when you don’t have direct access to test messaging with a specific audience, AI allows you to create synthetic personas and test responses against them. This helps predict whether reactions will be positive, negative, or neutral, and enables brands to shape communication strategies accordingly.Real-time sentiment analysis and incident tracking are already becoming table stakes, thanks to tools like Talkwalker. The next phase is proactive planning—message testing, scenario simulations, and AI-powered crisis playbooks. That’s where risk management is headed by 2026.Looking ahead, what skills and capabilities will define the most future-ready corporate communications teams in 2026?This is something we are actively working on as an organisation. I lead a team of around 20 individuals with engineering and technology backgrounds who are driving this transformation globally.We are launching initiatives to extend these capabilities across the organisation, focusing on upskilling the existing workforce and creating a blueprint for future talent.Understanding AI will soon be table stakes. But more importantly, knowing how to implement AI and integrate it into daily workflows will be a critical skill. The real shift will be in mindset—moving from seeing AI as a standalone tool to viewing it as an integral part of everyday work. That shift needs to happen at all levels, starting from the most junior roles in the industry.

PROI Worldwide, an independent communications agencies, announced the addition of PR ONE, a leading public relations firm based in Seoul, South Korea. This strategic partnership significantly enhances PROI's capabilities in the vital Korean market and expands its presence across Asia.Founded in 2006, PR ONE has established itself as a premier agency known for its strategic communications, strong media relations, and expertise in navigating Korea's unique cultural and business landscape. With a team of over 200 dedicated professionals, PR ONE delivers impactful campaigns across various sectors, including technology, consumer goods, healthcare, and finance, serving both multinational corporations and leading local brands. The agency uses data & tech to create deep insights for its clients."PR ONE's deep understanding of the Korean market, coupled with their innovative approach to communications, makes them an invaluable addition to our global network," said Angela Scaffidi, Global Chair of PROI Worldwide. "Their proven track record of delivering impactful results and their commitment to client success align perfectly with PROI's values, and we are thrilled to welcome them."PR ONE offers a comprehensive suite of services, including corporate communications, brand PR, media relations, crisis management, digital PR, public affairs, and influencer engagement. The agency is renowned for its ability to craft compelling narratives and execute integrated campaigns that resonate with Korean audiences and drive measurable business outcomes.David Ahn, Vice President of PR ONE, commented, "Joining PROI Worldwide is a significant milestone for PR ONE. This partnership provides us with an incredible opportunity to collaborate with leading independent agencies from around the globe, sharing knowledge and expanding our capabilities internationally. We are excited to offer our clients enhanced global reach and insights, while also contributing our deep expertise in the dynamic Korean market to the PROI network."

Embraer has appointed Aniruddho Chakraborty as Head of Communications for its India operations. In this role, he will oversee the company’s communications across its commercial, defence, executive aviation, and support and services businesses.Embraer operates a central hub for its Indian operations in Aerocity, New Delhi, and continues to expand its team to support opportunities in India’s aerospace and defence sector. The company’s strategic focus includes strengthening India’s aerospace ecosystem through collaborations with local industry and supporting initiatives such as ‘Atmanirbhar Bharat’ and ‘Make in India’.Embraer has a 20-year history in India, with nearly 50 aircraft across 11 types currently operating in the country. These aircraft serve the Indian Air Force, government agencies, business jet operators, and commercial airlines including Star Air.Aniruddho joins Embraer from RTX, where he led external communications in India for Collins Aerospace, Pratt & Whitney, and Raytheon business units. He has 17 years of experience in corporate communications and has previously worked with Boeing, Ericsson, Tata Teleservices, and Comic Con India. He holds a master’s degree in advertising and public relations from the Indian Institute of Mass Communication, New Delhi, and a bachelor’s degree in commerce from Shri Ram College of Commerce, Delhi University.

Shivalika Chadha Malik has taken on the role of Head of External and Internal Communications at Hero MotoCorp, overseeing communications for both India and the company’s global markets. In this role, she will lead corporate, brand, crisis, and internal communications, shaping the narrative of one of India’s most iconic brands.Reflecting on her new role, Shivalika said, “Hero MotoCorp is just not an iconic brand but a company with a deep sense of purpose, scale and responsibility. And I am excited to contribute towards shaping its narrative at such a transformative time.”Shivalika brings extensive experience in corporate and brand communications across large multinational organizations. Before joining Hero MotoCorp, she held senior roles at PepsiCo, including Associate Director, Brand Communications for AMESA (Africa, Middle East, and South Asia) and Associate Director, Corporate Communications for PepsiCo India, where she drove employer branding, leadership communications, and corporate storytelling.Her career also includes leadership positions in media and PR, having worked as Group Business Director at Avian Media and Account Supervisor at The PRactice, where she managed business development, press relations, and strategic communication campaigns.With a strong foundation in mass communication and a proven track record in both internal and external communications, Shivalika combines strategic expertise with storytelling skills to build trust, values, and impact across diverse markets.

Authored by: Sanjay Rammoorthy, MD Aurum Media Private LimitedThe year 2025 was nothing short of a black swan event. Disruption is perhaps the mildest word to describe it. The beginning of the Trump regime in January unleashed global turmoil, marked by tariffs and the threat of mass deportations. That storm has yet to settle. Add to this the continuing unrest between Russia and Ukraine, the Israel conflict, and closer home, the Pahalgam attack, followed by Operation Sindoor, all of which deepened the era of uncertainty.The global economy staggered under these shocks, forcing businesses to abandon long-term agendas in favour of a cautious wait-and-watch approach. China, meanwhile, continues to hold the keys to global manufacturing. In this volatile environment, communications and storytelling became critical. Perception often outweighed facts, and optics ruled the day. As we step into 2026, the turbulence will only intensify.So what does this mean for the Public Relations industry, globally and in India? Let’s examine the key challenges and how PR can equip itself to thrive in this high-stakes environment.1. The Disruption of AI2025 saw AI tools take over many repetitive PR tasks. Agencies embraced them, but clients quickly caught up, eroding the perceived value of traditional services. In 2026, the challenge will be responsible integration: AI must augment strategy, not replace human judgment. AI-generated content blurs the line between authentic and synthetic media, complicating trust. PR professionals must upskill rapidly in AI, data analytics, predictive tools, and emerging platforms. AI outputs can be biased, inaccurate, or non-compliant. The solution lies in combining automated validation with human oversight, balancing efficiency with ethics.2. Dynamic Business StrategyGeopolitical volatility has forced businesses to abandon long-term narratives in favor of modular, adaptable strategies. PR must evolve accordingly. Narratives must be flexible enough to shift with markets, regulations, and alliances. In uncertain times, corporate reputation is not a halo but a hedge protecting valuation and license to operate. The premium will shift from sheer coverage volume to speed, context, and credibility. CEOs and CXOs face heightened scrutiny. PR must safeguard leader's credibility, internal confidence, and external reassurance. As planning horizons shrink, PR’s role expands, becoming the function that sustains trust when strategy itself is in flux.3. Messaging and Unified NarrativesIn 2026, messaging and storytelling will be the ultimate differentiators. Trust and reputation are no longer abstract ideals but measurable outcomes. Human-centered narratives will cut through noise and build credibility. Storytelling pillars will hinge on emotional resonance, cultural relevance, and crisis navigation. Cross-channel alignment with a single authentic voice across social media, press releases, influencer campaigns, and internal communications is the need of the hour. measurement frameworks will change, and agencies will be judged not on impressions but on trust scores, resonance, and narrative consistency. AI will track alignment and cultural relevance across channels.4. Fragmented Media LandscapeMedia fragmentation and new platforms demand agility. PR in 2026 must be platform-native, creator-led, and measurement-driven. One-size-fits-all messaging is obsolete. Narratives must be tailored for niche communities and subcultures. However, this must be done while keeping the core message constant. New laws and platform policies will reshape audience access. Crisis playbooks must now include creator networks, platform takedowns, and rapid cross-channel responses.In terms of Concrete actions for 2026, agencies will need to produce modular, short-form vertical videos and adopt narrative intelligence and social listening. Earned + paid hybrid strategies will have to be deployed to amplify core messages. KPIs will shift to creator-attributed conversions, reach within micro-communities, and narrative sentiment trends.5. The Rise of Independent AgenciesThe year 2025 witnessed mega-mergers among global communication giants, creating fewer but larger networks. Consolidation often leads to standardized approaches, slower decision-making, and less personalized service. In contrast, independent agencies are poised to thrive in 2026. Some reasons for this prediction are that independent agencies pivot faster, experiment freely, and deliver human-centered storytelling. They also have focused expertise in industry verticals, making them attractive to clients seeking depth over breadth. Local insights closer to communities, the ability to craft culturally resonant narratives and grassroots credibility make them indispensable in volatile times.2026 could be a boom year for independent PR firms, positioning them as trusted, agile partners in a landscape dominated by consolidated giants.ConclusionThe year ahead will be unpredictable, aggressive, and full of surprises. Businesses must adapt to rapid shifts in the operating environment, and PR professionals must upskill relentlessly to stay relevant.It’s time to tighten your seatbelts. The turbulence will be real, but so will the opportunities.Sanjay Rammoorthy has been an integral part of the India media industry for over twodecades and has been associated with media giants like Ananda Bazar Group, Business India Group, Mudra Communications, Ogilvy & Mather, ZEE News, Sahara India Television and Sampark Public Relations. As a television journalist Sanjay has extensively covered various state and general elections. Sanjay now runs a Training & Content company – Aurum Media. DISCLAIMER: The views expressed are solely of the author and The PR post does not necessarily subscribe to it.

Nikita Nanda has been elevated to Senior Manager, Executive & Employee Communications at Adobe, marking a significant milestone in her communications career with the global technology company.In her new role, Nikita leads executive and employee communications, working closely with leadership to shape clear, consistent narratives across the organization. Her focus spans leadership messaging, internal communications, and strategic storytelling, supporting Adobe’s people-first culture and business priorities.Nikita has been part of Adobe’s communications team for several years, where she has handled key leadership and employee communication mandates across regions. Most recently, she served as Executive Communications Lead for Adobe Document Cloud, where she partnered with senior leaders on executive messaging and corporate communication initiatives. Before that, she worked on employee communications across India, APAC, and Japan, contributing to large-scale internal communication programs and content strategy.Prior to Adobe, Nikita worked as a Communication Consultant at Raychem RPG, where she led the company’s online brand repositioning efforts. As part of the RPG Group’s corporate communication centre of excellence, she also supported group-level communication frameworks, media strategy, and brand narratives for multiple companies within the conglomerate, including CEAT, Zensar, and KEC.Her earlier experience includes consulting assignments with UNESCO New Delhi, where she led audio-visual production for the ‘State of the Education Report 2020’ in partnership with government and international stakeholders, and a corporate communications role at NTPC Limited, supporting brand communication, media relations, and stakeholder engagement for India’s largest energy company.Across her career, Nikita has built strong expertise in executive communication, employee engagement, brand and corporate storytelling, and content strategy, working across the corporate, consulting, and public-sector ecosystem.

Bipin B has stepped into the role of Senior Associate | Site Communications Lead – Hyderabad Corporate Center at JPMorganChase, marking a new chapter in his journey across internal and corporate communications.In his current role, Bipin leads site-level communications for one of JPMorganChase’s key corporate centers in India, with a focus on employee engagement, leadership messaging, and strategic internal storytelling. His work sits at the intersection of business priorities and people communication, ensuring clarity, consistency, and alignment across the organization.Bipin brings with him deep experience in building and scaling internal communication frameworks within large global organizations. Prior to this role, he was closely associated with JPMorganChase’s site communications function, where he worked on leadership communications and employee engagement initiatives for the Hyderabad Corporate Center.Earlier in his career, Bipin played a foundational role at RealPage Inc.’s Global Capability Center in Hyderabad, where he joined as the first communications hire. There, he was responsible for setting up a structured communication framework from the ground up, supporting leadership transitions, managing change communication, and working closely with senior leadership while reporting into global communications.His professional journey also includes stints with Capgemini and Deloitte India (Offices of the US), where he worked on global internal communications, executive messaging, content strategy, and digital communication platforms. At Deloitte, he began his career as a campus hire within an internal creative agency, collaborating with writers, designers, and technologists to deliver communication solutions aimed at driving employee engagement and behavior change.Across roles, Bipin has consistently focused on audience-led communication, leadership alignment, and building systems that make internal messaging more relevant, effective, and measurable. His progression reflects a steady specialization in internal, leadership, and site communications within complex, global enterprises.

OSK Group has appointed Amelia Lim as head of group corporate communications, strengthening its leadership team as the organisation continues its growth trajectory.With over 20 years of experience in corporate communications, Amelia joins OSK Group with a background in shaping corporate narratives and managing brand reputation across high-growth sectors. In her new role, she will oversee the Group’s corporate narrative, including internal communications and external public relations strategy.Amelia previously led the communications and public relations function at Sea Limited in Malaysia, where she was responsible for corporate reputation management and media engagement. Her experience across diverse industries brings a broad perspective to brand positioning and stakeholder communication.At the Group level, Amelia will focus on ensuring that OSK Group’s corporate milestones, values, and long-term vision are communicated clearly and consistently to stakeholders and the media.Commenting on her appointment, Amelia Lim said she looks forward to working with the team to maintain a unified corporate identity that supports both internal culture and external reputation, while driving a practical and proactive communications strategy aligned with the Group’s objectives.Her professional background combines in-house leadership experience with an agency foundation, positioning her to develop a structured and forward-looking communications framework for OSK Group.

Vinit Joshi has joined Cipla’s digital health division as deputy manager for communications strategy and content. He will be based in the Mumbai Metropolitan Region and will work in an on-site role.Joshi brings experience across content marketing, product marketing, public relations, and communications strategy, with a background spanning adtech, martech, fintech, and B2B SaaS sectors.Prior to joining Cipla, he was senior content manager at Mobavenue Media, where he worked on content assets for connected TV and audience intelligence business units. His role included shaping strategic communications, partnering with PR agencies for thought leadership campaigns, collaborating on industry reports, and supporting the development of new business verticals.Before Mobavenue, Joshi served as content manager for the Digital Advertising Report by Dentsu India and exchange4media, where he worked closely with founders and leadership teams on product marketing, brand positioning, and global communications. He has also held content strategy roles at Trivoli Digital and worked as a self-employed marketing content specialist, supporting startups and mid-sized brands across multiple sectors.Earlier in his career, Joshi worked in digital marketing, content strategy, and equity advisory roles, building a diverse foundation across marketing, media, and financial services.

Prajjwal Singh has joined V360 Group as a Senior Account Executive, stepping into the role in January 2026 at the company’s New Delhi office.Prior to this, Singh worked at Kaizzen for nearly four years, progressing from Account Executive to Senior Account Executive between July 2022 and January 2026. He also completed internships in public relations with Effective Communication and WebScript, gaining early experience in communication and project management.In his LinkedIn post, Singh expressed enthusiasm for his new responsibilities and opportunities at V360 Group, and thanked the HR team for facilitating a smooth transition.

IMI, a global privately owned media group headquartered in the UAE, has appointed Mona Elsaka as Chief Brand, Marketing and Communications Officer.Elsaka is an award-winning global brand and marketing executive with senior leadership experience at Fortune 100 and Fortune 500 companies, including PepsiCo and Mastercard. Earlier in her career, she also worked with the United Nations in the humanitarian sector.At PepsiCo, she led the company’s Premier Partnership with Expo 2020 Dubai. At Mastercard, she managed global sponsorships and partnerships, overseeing properties such as the UEFA Champions League, Formula 1, Cannes Film Festival, The BRIT Awards, and The Open Championship.In her role at IMI, Elsaka will oversee the brand, marketing, communications, and creative functions across the group. She will shape a unified strategic vision for how IMI and its portfolio of brands, including IMI Ventures, RedBird IMI, and its strategic investment in MARI, are positioned, experienced, and amplified locally and globally.Commenting on her appointment, Elsaka said, “I am honoured to join IMI and look forward to working with our team and partners to strengthen the group and its brands.”

Umami Comms is expanding its presence across the GCC as demand increases for public relations and hospitality-led creative services, alongside the continued development of its creative studio, Good Juju.At the start of the year, the agency secured several hospitality-related appointments, including Fairmont Hotels Dubai, Rosewood Hotels Abu Dhabi, and Raffles Hotel Dubai. Umami Comms has also been appointed for the launch of Amaru in Dubai and as the creative partner for Paris Paradis, a Parisian cabaret, where it is delivering launch campaign assets, website development, and content.Additionally, COYA has appointed Umami Comms to design and conceptualise its new cocktail menu, which will be rolled out across the brand’s global locations.Umami Comms is currently managing over 50 brands and projects across Riyadh, Jeddah, Doha, Kuwait, Dubai, and Abu Dhabi. Recent assignments include public relations and creative support for Diageo, covering brands such as Guinness, Tanqueray, Johnnie Walker, and World Class.Good Juju continues to build its portfolio across lifestyle and cultural briefs. Recent projects include work with PAUS Wellness in Dubai, public relations and event management for the launch and regional cinema premiere of BAAB, and PR support for Lebanese fashion designer Gemy Maalouf.Commenting on the studio’s role, Colin Hutton, Founder and CEO of Umami Comms and Good Juju, said that Good Juju enables the team to broaden the range of creative briefs while maintaining the service standards associated with Umami Comms.The studio is also developing campaign assets for Oxir, an oxygen hydration drink, along with additional branding and UI and UX projects currently in progress.

Catch Communications has renewed its partnership with key brands from the United Hospitality Management (UHM) portfolio and will continue to handle public relations and strategic communications for Mövenpick JLT, voco Bennington JLT, and RIVA Ristorante & Beach Club in 2026.The agency first partnered with UHM in late 2024 to support media visibility for these properties across consumer, lifestyle, and hospitality platforms. The renewed engagement will see Catch Communications continue its work on brand positioning, media outreach, and communications strategy.As part of the ongoing collaboration, the agency will manage integrated media relations, influencer engagement, and creative content initiatives, tailored to the individual audiences and objectives of each venue.The renewal reflects the continued working relationship between Catch Communications and United Hospitality Management as the brands maintain their presence within the UAE’s hospitality landscape.

Bridgers, India’s leading integrated communications agency, has been awarded the Public Relations and Social Media Marketing mandate of the Capacity Building program, an initiative by IIT Mandi Catalyst, one of India’s leading Technology Business Incubators following a multi-agency pitch. The collaboration will see Bridgers assisting the Capacity Building program with end-to-end communication strategies for its selected startups, ensuring streamlined Public Relations, Reputation Management, and Social Media Marketing solutions to highlight their innovation and originality.The partnership will also see Bridgers work closely with the individual teams at IIT Mandi Catalyst and four of its incubated startups — AgriVijay, UKHI, Autocracy Machinery and Bliss Natural. The overall collaboration will see Bridgers amplify innovative brand campaigns and community-first storytelling, building authentic narratives that position the stakeholders as a growth-focused entity.Kumar Anubhav, Founder of Bridgers, shared his insights on the collaboration, saying, “We are focused to contribute to IIT Mandi Catalyst’s Capacity Building program’s vision of empowering Indian startups to create a highly competitive startup ecosystem in India. As one of the leading players in the sector, IIT Mandi Catalyst is an example of how definitive values shape the national interest and we are delighted to contribute to their efforts and contribute towards the scalability of the Make in India initiative.”Prof. Dipankar Deb, Faculty In-Charge & Director (Incubation), IIT Mandi Catalyst, explained “At IIT Mandi Catalyst, our focus is on building founder-ready startups by strengthening both their technological depth and market-facing capabilities, including IP awareness and product market fit readiness. The Capacity Building Program is designed to bridge this gap by enabling startups to communicate their vision, innovation, and impact effectively. Our collaboration with Bridgers brings strategic communication expertise into this journey, helping startups build credibility, visibility, and stronger stakeholder engagement..”Anil Singh, CEO of IIT Mandi Catalyst, added the nature of the collaboration by saying, “As one of India’s leading tech incubation programs, the Capacity Building program is dedicated towards empowering the upcoming generation of startups and entrepreneurs with crucial support to ensure success. We are living at the edge of greatness, and by empowering some of India’s most innovative startups, our vision is to create a thriving startup ecosystem in the country that are reimagining purpose and profit simultaneously, and our collaboration with Bridgers will help us to integrate a force multiplier in our quest.”The partnership between Bridgers and IIT Mandi Catalyst’s Capacity Building program will ensure strategic communication from the selected incubated startups to enhance their media presence, while also establishing a robust relationship with their end-users. The nature of the collaboration remains proactive, and the operational agility will include print, digital, and social media platforms. With this partnership, Bridgers envisions a stronger brand recall, while also reinforcing its status as the go-to brand for strategic technology communications in the public and private sectors nationwide.

The Public Relations Consultants Association of India (PRCAI) announces the 2026 edition of the Accreditation in Public Relations (AIPR), its flagship and national certification for high-potential communications professionals designed to benchmark excellence and strengthen the quality of talent across India’s communications industry.As the Indian PR industry expands from 14,800 professionals in 2024 to nearly 22,700 by end of FY 2030, strengthening talent capability has become central to sustaining this momentum. PRCAI’s SPRINT 2024–25 study highlights that over 80% of professionals see continuous upskilling and stronger benchmarks as essential to advancing industry excellence and credibility. AIPR responds to this opportunity by offering a robust, industry-backed accreditation that nurtures high-potential talent and strengthens leadership readiness across the profession.“As the role of communications becomes more strategic, the profession requires stronger benchmarks for readiness and leadership maturity. PRCAI’s AIPR addresses this by evaluating how professionals think, structure problems and apply judgement in real-world contexts. It creates a credible benchmark for individuals and enables organisations to identify and invest in high-quality future talent,” said Santanu Gogoi, Associate Vice President, PRCAI and Founding Partner, First Partners.Now in its fifth edition, AIPR has accredited 68 professionals across four previous cohorts, establishing itself as a respected industry benchmark for high-performing public relations talent.  Over time, AIPR has evolved into a respected reference point for identifying professionals who demonstrate strategic thinking, sound judgement, ethical practice and readiness for higher responsibility. The 2026 edition follows a structured review of the programme framework aligned to global certifications to ensure it remains aligned with the evolving expectations of the profession.“The communications profession today sits at the intersection of reputation, leadership and trust. AIPR will strengthen that responsibility with top-notch professionals,” said Deeptie Sethi, CEO, PRCAI. “The 2026 edition sharpens the benchmark for what excellence in Public Relations should look like in today’s landscape, with leadership in strategy, creativity, measurement and problem solving for brands. AIPR will recognize, celebrate a growing community of such individuals to future proof our industry.”This edition embarks a new PRCAI collaboration with Manipal Group’s MeritTrac, India’s top assessment company that undertakes aptitude assessment for leading examinations, strengthening the objectivity, robustness and benchmarking of the evaluation process.Manjunath KP, Chief Operations Officer, MeritTrac, said, “We are thrilled to partner with PRCAI for AIPR which demonstrates the vision of India’s most influential and credible public relations’ association to build talent benchmarks for their industry. The assessment framework ensures that the accreditation reflects real-world readiness for roles in PR and corporate communications.”AIPR 2026 is open to professionals across consultancies, corporate communication roles and independent practices, across two experience levels: Level 1 (1–5 years of work experience) Level 2 (5–10 years of work experience).The assessment framework follows a multi-stage evaluation process. The first stage is an online aptitude assessment, testing core competencies across areas including media and digital awareness, research and analytics, problem-solving, ethics, client consultancy management, corporate communications and industry understanding. The preliminary aptitude assessment will be held in February 2026, followed by final evaluations in March 2026 across four locations, led by a diverse panel of seasoned industry veterans. Shortlisted candidates will present communication solutions to a real-world case study before multidisciplinary panels of PR founders, Head of Communications, Academicians, and HR leaders.All previously awarded AIPR certifications remain valid, and accredited professionals continue to be recognised as part of the AIPRodigy community. Professionals who have completed AIPR Level 1 are also eligible to apply for Level 2 if they qualify the work experience to upgrade their certification. Sign up to earn your prestigious stamp of excellence and register for AIPR 2026 at https://prcai.org/aipr.

Arijit De has taken on a new role as Director at Adfactors PR, India’s largest communications consulting firm. He announced the move via LinkedIn, marking the beginning of his tenure at the firm in January 2026. He will be based in Mumbai.Adfactors PR is a full-service communications consultancy advising clients across more than 25 industries and 40 cities in India. Its client portfolio includes large Indian corporations, conglomerates, financial institutions, startups, and unicorns. In 2020, PRovoke Media named Adfactors PR one of the global “Agencies of the Decade”.De joins Adfactors PR after a four-and-a-half-year stint at Burson, where he served as Chief Client Officer and was part of the India management team. At Burson, formed after the global merger of BCW Global and Hill & Knowlton, he oversaw key client relationships and provided strategic counsel to CXOs across sectors including financial services, telecom, IT, pharmaceuticals, aviation, and diversified industrials.Between January 2020 and August 2021, De held Head of Communications roles at two Indian family-run business groups, both leaders in their respective sectors.Prior to this, he was Chief Communications Officer at Reliance Capital, part of the Reliance Group, where he handled external and internal communications for the financial services business, along with group social media and CSR responsibilities.His earlier career includes senior leadership roles at Bank of America Merrill Lynch, where he was Senior Vice President and Head of Marketing and Corporate Affairs in India, and at Standard Chartered Bank. At Standard Chartered, he served in multiple roles including Head of Corporate Communications for South Asia and Group Head of Media Relations, based in London. During this period, he led communications for major corporate actions, including a USD 2.7 billion rights issue during the 2008 financial crisis and several global acquisitions and divestitures.De began his communications career on the agency side as a Partner at Genesis BCW, handling corporate and financial communications, before moving into journalism. He spent over a decade with Business Standard, Financial Express, and Business Today, rising from trainee reporter to Mumbai Bureau Chief, where he covered India’s largest conglomerates and built reporting teams in Mumbai.With more than three decades of experience spanning journalism, corporate communications, and public relations, De now adds Adfactors PR to a career that has bridged media, financial services, and strategic communications leadership.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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