Ellyse Management, a leading luxury brand consultancy and communications agency, has rebranded to Maison Ellyse. The new identity reinforces the agency?ÇÖs brand vision and ethos as being a Maison (French for ?Ç£house?Ç¥) for their clients and partners. Maison Ellyse is not just a company, but a family where clients are taken care of as guests in homes, with a distinctive care and consideration that crafts timeless connections.This transformation marks the agency?ÇÖs strategic evolution, reinforcing its expertise in luxury brand consultancy, event management, and talent representation. The company?ÇÖs fresh look is symbolized by a sleek upgrade to their previous logo embodying precision, creativity and a forward-thinking outlook.Founded by supermodel and entrepreneur Elvira Jain, the agency has built a strong presence in the UAE. Inspired by Elvira?ÇÖs extensive global experience working with renowned brands such as Gucci, Versace, and Dolce & Gabbana, the rebranding represents Elvira?ÇÖs mission to create and connect people globally through powerful storytelling, campaigns and networking that fosters lifelong connections.?Ç£As we embark on a new and exciting chapter at Maison Ellyse, the new direction represents our commitment to innovation and excellence in the luxury sector. We reassure our esteemed clients and potential partners that just as a Maison hosts guests with care, comfort and hospitality, Maison Ellyse is here to craft impactful stories and deliver tailored solutions for our clients while maintaining the exceptional standards they expect. We consider our clients and partners an extended part of our Maison Ellyse family,?Ç¥ said Elvira Jain, Founder and CEO. ?Ç£Our refreshed look reflects our growth while staying true to our core values. The new identity is our strategy to open doors for more global brands to connect with Dubai and vice versa with our exceptional services in a fast-changing communications ecosystem.?Ç¥The rebranding has been fully implemented, ensuring a seamless transition for clients and partners.

These strategic moves signal a bold evolution in the agency's journey, reinforcing its commitment to excellence and innovation in PR and influencer marketing.Mumbai, India ?Çô 28th April, 2025?Çô Glad U Came, an award-winning boutique PR and Influencer Marketing agency, today announced key leadership appointments to fuel its next phase of growth, drive client success, and elevate operational efficiency in an ever-evolving business landscape.Key AppointmentsThe agency proudly welcomes Pritesh Potdar as Chief Operating Officer & Director. With over 15 years of industry experience, Pritesh brings a sharp strategic vision, deep operational expertise, and an exceptional grasp of people management. His leadership is set to empower Glad U Came?ÇÖs systems, streamline execution, and shape the company?ÇÖs long-term strategy.Tejaswini Vishwakarma joins as PR & Client Servicing Manager, bringing with her over 6 years of experience managing leading global brands like L'Or??al Paris, Mamaearth, Baskin Robbins, Singapore Tourism, Levi?ÇÖs, Nike, Spotify, and Skechers. Known for her precision and strategic insight, she will be pivotal in enhancing client relationships and elevating campaign execution.The agency also announced two key internal promotions:?       ?Çó Aanya Dewan has been promoted to Brand Strategist Lead. Aanya brings 6+ years of experience and has successfully onboarded marquee clients like Domino?ÇÖs, Patanjali, La Pink, Jackson Wang, and UCB. She will focus on driving strategic growth initiatives and uncovering new brand-building opportunities.?       ?Çó Jyoti Kumari, a long-time team member, has been elevated to Influencer Marketing Lead. Over her 5+ year tenure at Glad U Came, Jyoti has delivered award-winning campaigns and nurtured meaningful creator relationships. Her journey is a testament to the agency?ÇÖs culture of accountability, growth, and kindness."This new structure at Glad U Came enables our best people to offer focused, high-impact partnerships to clients. It brings disruptive creativity, agility, and fluidity to the table ?Çö elements crucial to transforming businesses and building iconic brands today," said Maddie Amrutkar, Founder & CEO at Glad U Came. ?Ç£These appointments reflect our vision to stay ahead of the curve while doubling down on creativity and strategy.?Ç¥

Volkswagen India has awarded its press communication mandate to Ruder Finn India, one of the world's largest integrated global communications & creative agency. Reinforcing its commitment to creative and tech-first storytelling for its products and reputation building for the brand, Ruder Finn will work closely with Volkswagen India to highlight the brand?ÇÖs commitment to innovation, performance, sustainability, and future of mobility. Effective May 1, 2025, Ruder Finn will bring its full spectrum of capabilities ?Çö including strategic counsel and planning, corporate storytelling, media relations, and integrated campaign support ?Çö aimed at strengthening the brand?ÇÖs voice in the Indian market and advancing Volkswagen?ÇÖs business objectives across corporate and brand communications.  Commenting on the partnership, Gagan Mangal -Lead, Marketing Communications & Press, Volkswagen India, said, ?Ç£As we continue to evolve in a dynamic automotive and communications landscape, we are excited to onboard Ruder Finn as our communications partner. Their strategic thinking, integrated approach, and deep understanding of brand storytelling made them the right fit for our journey ahead.?Ç¥  Atul Sharma, CEO, Ruder Finn India & Head, Middle East, said: ?Ç£This mandate is a testament to our growing strength in integrated communications and corporate positioning across sectors. We look forward to leveraging our expertise to support Volkswagen India, an iconic brand that has shaped the automobile industry globally and in India. We are thrilled to partner with them at such a pivotal time in this category; our goal will be to create compelling storytelling that mirrors Volkswagen?ÇÖs legacy and its forward-looking journey, supporting their business ambitions.?Ç¥   Ruder Finn will operate as an extension of Volkswagen India?ÇÖs communications team to ensure consistent, insight-led messaging across earned and owned channels. 

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 this edition, we speak with Neha Kandalgaonkar, Vice President & Head of Corporate Communications & PR, Procam International. With over 12 years in the sports communication space, Kandalgaonkar shares her journey and insights into how the narrative around sports events and athletes has evolved?Çöfrom traditional media relations to crafting holistic brand experiences. She also speaks about her experiences handling top sporting properties like the Hero Hockey India League and ICC tournaments, her milestones, key learnings, and advice for young PR professionals looking to make their mark in the dynamic world of sports and events communications. The Tata Mumbai Marathon has become more than just a race?Çöit?ÇÖs a movement. From a PR perspective, what has gone into shaping its identity as India?ÇÖs largest sporting platform for philanthropy? In PR, there?ÇÖs no clear starting point, and the finish line is never in sight. It?ÇÖs a constant search for stories that can break through the clutter and build brand mileage. We never focused only on the race or its sporting aspect. Luckily, running is a sport that inherently brings only positives: growing in impact and adding real value to cities and communities, whether in terms of health, social, economic, or cultural benefits. Our role in PR is to help bring these stories to the forefront, giving the right voices the right platform. Additionally, it wasn?ÇÖt just about highlighting the philanthropy aspect; we also closely worked with our NGO partners, helping them understand the nuances of PR, what works from a media perspective, and how they can market themselves for better reach and visibility. Over the years, how have your communication strategies evolved to reflect TMM?ÇÖs growth and impact across sectors like health, education, and community development? Over the past decade, the landscape of storytelling has become increasingly cluttered. The rise of social and digital media has led to a flood of content ?Çô commercial or misleading. In such a saturated space, authentic, positive, and impactful stories often struggle to find their place. This is where TMM stands apart. Far more than just a race, TMM has consistently driven tangible change, enhancing the city?ÇÖs health index, fostering social awareness through philanthropy, and positively influencing the youth. It encourages discipline, focus, and holistic well-being, subtly steering young minds away from negative influences toward a more constructive path. Our communication strategy has evolved in step with this growing impact. We focused on curating and amplifying narratives that highlight both the emotional and societal relevance of the event. By carefully balancing earned media with owned platforms?Çösocial media, influencer collaborations, event telecasts, and initiatives like Beyond the Finish Line?Çöwe?ÇÖve built a storytelling ecosystem that reflects the multifaceted nature of TMM. To deepen credibility and showcase long-term impact, we also commissioned a Socio-Health-Economic Impact Report in collaboration with the International Institute of Sports & Management. This has helped position TMM not just as an event but as a powerful movement at the intersection of health, education, and community transformation. Tell us more about the TMM Agro Forest Initiative. How do you weave environmental impact stories into the larger PR narrative of the marathon? At Procam, we?ÇÖve always believed in initiatives that create meaningful, long-term change. When we conceptualized the TMM Green Bib ?Çô An Agro Forest Initiative, our vision was clear: we didn?ÇÖt want to launch just another tree plantation drive. We sought something deeper?Çösomething that would transcend symbolism and have a tangible impact. With United Way Mumbai as our partner, we found an organization that shared this commitment. Together, we shaped a model rooted in environmental sustainability and community empowerment. The Agri + Horti plantation approach not only supports climate change mitigation, but also provides sustained livelihoods to farmers in Solapur. In just two years, the initiative has achieved the planting of 11,663 saplings, the restoration of 29.7 acres, and the raising of over Rs 74 lakh for the local community. Each tree costs Rs 635 to grow over three years, including planting, protection, maintenance, and farmer support. Participants could opt for a Green Bib and become TMM Evergreeners, running with a special bib on Race Day and receiving geolocation details of the trees they helped nurture. In terms of communication, authenticity and credibility are non-negotiable. We weave this into the larger PR narrative by targeting the right platforms and journalists?Çöthose who value purpose-driven stories?Çöand by consistently showcasing the measurable impact of the initiative. Through the Green Bib, we?ÇÖve shown that environmental responsibility can be more than a message?Çöit can be a movement aligned with the spirit of the marathon itself. How important is it to position a sporting event as a catalyst for long-term social and environmental change, and what?ÇÖs the PR strategy behind it? Sports have a unique way of uniting people. They spark positivity, foster a sense of belonging, and inspire collective purpose. At their best, sports and fan communities to come together and stand for something greater than themselves. When we harness this powerful spirit to address social causes, fulfill community needs, and promote the culture of giving back, the impact can be swift and deeply transformative. That?ÇÖs the unmatched power of sports. A powerful global example is the Immortal Fans campaign by Sport Club Recife in Brazil. By linking football fandom with organ donation, the club turned passion into purpose?Çödramatically increasing eye and organ donations. It?ÇÖs a reminder that when sport taps into its emotional core, it can shift behaviour, change mindsets, and even save lives. From a PR standpoint, the strategy is clear: focus on storytelling that connects sport with social good. Elevate real stories of change. Collaborate with purpose-driven partners. And amplify through platforms where the message can resonate, be it traditional media, digital influencers, or grassroots networks. You?ÇÖve had over 12 years of experience in the sports communication space. How has the narrative around sports events and athletes evolved during your career? The media landscape has been evolving rapidly, where the traditional meets the new-age, all at once. Conventional channels haven?ÇÖt disappeared; they?ÇÖve simply adapted, taking on new avatars shaped by fresh narratives, speedy timelines, and ever-shifting formats. In today?ÇÖs world, powerful stories and compelling narratives take center stage, while platforms and formats have become increasingly agnostic. That?ÇÖs why I?ÇÖve always focused on the power of words?Çöto bridge both worlds. While modern platforms engage Gen Z and Alpha, it?ÇÖs essential to communicate with clarity, relevance, and emotional depth that resonates across generations.In sports and athletics, live TV remains the primary source of real-time coverage, but the conversation continues long after the event, driven by performance recaps, fan reactions, and cultural context. This is where digital truly shines?Çöshaping narratives through what people share, like, and emotionally connect with. Athletes today are more than competitors?Çöthey?ÇÖre personal brands and content ecosystems. As a result, PR has moved beyond event coverage to become a continuous stream of storytelling, personality building, and audience engagement. It?ÇÖs not just about moments?Çöit?ÇÖs about momentum. From handling top sporting properties like Hero Hockey India League and ICC to now leading comms at Procam?Çöwhat have been your biggest professional milestones and learnings? I?ÇÖve had the privilege of working across diverse sports, federations, policymakers, and marquee events?Çöeach with its own philosophy and communication style. What unites them all, though, is the power to inspire?Çöto radiate positivity and hope. Cricket and league formats thrive on high-energy, fan-first narratives?Çöloud, passionate, and emotionally charged. In contrast, running tells quieter, deeply personal stories. It?ÇÖs about human resilience?Çöthe extraordinary journeys of everyday people. While platforms like the ICC, ATP, and hockey offered global scale and visibility, running gave me something more profound: a sense of connection. It shifted my lens from spectacle to substance, allowing me to craft stories that speak to individual transformation and purpose. I?ÇÖve never chased milestones, but the moments have been significant?Çö when an NGO sent a personal note thanking me for the visibility they and their cause received, to welcoming Olympic medalists and Grand Slam champions as Procam ambassadors, to turning them into guest editors or centerpieces of feature campaigns. These weren?ÇÖt just celebrity endorsements; they were storytelling opportunities that brought new dimensions to the sport and the brand. Ultimately, it?ÇÖs the journey that excites me. The people, the stories, the impact?Çöthat?ÇÖs where the real magic lies. What advice would you give to young PR professionals looking to make a mark in the sports and events space? Stay true to your story, speak up no matter how silly you think your point of view is, and always stay curious. We all want to act to stand out. However, it is essential to listen, observe, and then take action. In today?ÇÖs media-sensitive world, there?ÇÖs little room for negativity. ?ÇÿThe truth or the positive?ÇÖ has a way of surfacing and standing strong, sooner than you think. And when it comes to PR, time and timing are everything. Knowing when to say something is just as important as what you say.

Confiance Communications, an integrated communications agency, has acquired the strategic communications mandate for Sprih, a pioneering ClimateTech platform. Known for its impactful work across brands like CashKaro, Euronics, Bureau and The Quorum Club, and VCs like Leo Capital, Eternal Capital, and Transition VC, Confiance will spearhead Sprih?ÇÖs all-encompassing communications strategy.Founded by Akash Keshav, Ravi Singhal, Rohit Toshniwal, and Hemant Joshi, Sprih is on a mission to empower enterprises in their sustainability journey. The platform deploys breakthrough AI-driven solutions to help businesses track their carbon emissions, water and waste footprints, and benchmark their performance against industry peers. By providing actionable insights and facilitating collaborations with ecosystem partners, Sprih drives strategic initiatives that turn sustainability into a competitive advantage. Under the mandate, Confiance will craft and execute a resilient PR framework?Çödesigned to strengthen Sprih?ÇÖs market positioning. The partnership targets strategic augmentation of Sprih?ÇÖs value proposition and tech innovations amongst enterprises across manufacturing, mobility, agriculture, chemicals, and other sectors. Deploying a cohesive approach to brand-building, the agency will also formulate Sprih?ÇÖs key messaging and targeted communication strategies, earning industry recognition for the brand?ÇÖs initiatives and c-suite?ÇÖs domain authority. Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, ?Ç£Sustainability is no longer a ?Çÿgood-to-have?ÇÖ?Çöit?ÇÖs a defining business imperative. As organisations across sectors grapple with climate accountability, Sprih is uniquely positioned to lead this transformation with precision, intelligence, and foresight. Their AI-led approach is not just solving a compliance challenge for enterprises globally; it is reimagining sustainability as a driver of long-term value creation. At Confiance, we see this as a powerful storytelling opportunity. Our role will be to shape a compelling narrative arc that not only showcases Sprih?ÇÖs pioneering solutions, but also frames them within the larger context of climate innovation and regulatory evolution. We?ÇÖre proud to partner with a brand that?ÇÖs as mission-driven as it is technologically disruptive.?Ç¥Expressing his views on the strategic collaboration with Confiance, Akash Keshav, Co-Founder & CEO, Sprih, said, ?Ç£Our work at Sprih goes beyond measurement?Çöwe are building the operating system for sustainable business transformation. As climate imperatives become central to boardroom decisions, it?ÇÖs essential for our story to be told with depth and precision. In Confiance, we?ÇÖve found a partner that understands how to distill complex innovation into compelling narratives. This collaboration will help us shape public discourse around sustainability, deepen stakeholder engagement, and position Sprih as a category-defining force in ClimateTech.?Ç¥Demonstrating an unparalleled capability to engage key stakeholders, Confiance leverages storytelling to forge resonating connections for its clients, with their target audiences, industry stakeholders, as well as, the investor community. Its clientele comprises notable brands including Euronics, The Quorum Club, Bureau, EMO Energy, Leo Capital, Khyaal, Salad Days, Turkiye Tourism Board, Transition VC, and Eternal Capital, among other distinguished names.

We currently live in a hyper-digital world where online reputation management is a significant component of brand strategy. With the coming of the cancel culture, even a single mistake, irrespective of the fact whether it?ÇÖs intentional or not, can blow up into an actual crisis, causing substantial harm to the individual or the company?ÇÖs reputation. In my role as a brand strategist and communication and public relations expert with over a decade of experience, I have witnessed the charm of strategic storytelling and media engagement. The way people accept you online is far more important than just having a good reputation but also being agile, true to yourself and having the capacity of self-recovery. Understanding Cancel Culture and Its ImpactThe idea of the cancel culture is not just about holding individuals and businesses responsible, but is also very significant in today?ÇÖs age. Lately, customers demand truthfulness, ethical behaviour, and inclusivity from businesses. Social media is one of the most powerful tools for curating instant news, which can provoke a quick reaction and at the same time result in both appreciation and criticism. This is why companies and individuals have to weigh what they publish online carefully. A single negative tweet, a piece of incendiary content from the past, or a statement that is misinterpreted can lead to a situation. They enable the loss of customer trust, lost business opportunities, and as a result, money loss. Reputation is not just an issue for big business corporations, but it is also quite important for startups and small companies to find their place in the market as soon as possible. They need to protect it proactively. From my experience in the media industry, I have learned that adaptability and customer satisfaction are indispensable to maintaining a brand?ÇÖs good image, especially during difficult times. Building a Resilient Online Reputation1. Establish a Strong Digital Presence: Maintaining a consistent and appealing online presence across different platforms like social media, website, or media publications helps in shaping the public perception. By actively creating content which aligns with the company?ÇÖs values, businesses will be able to control the narrative before a crisis arises.   2. Authentic Storytelling: As the CEO of The Pen Project, I focus on crafting authentic brand narratives that resonate with the audience. When a brand?ÇÖs key messaging is built on genuine values and purpose-driven content, it becomes quite difficult for negative press to overshadow the years of positive impact. 3. Proactive Crisis Communication: Waiting until a crisis occurs to engage in damage control is a fatal mistake. Having a robust crisis management plan should include scenario mapping, pre-approved  to engage in damage control is a fatal mistake. A robust crisis management plan should include scenario mapping, pre-approved communication strategies, and designated spokespeople to ensure a swift and coordinated response.4. Engaging with Critics: Thoughtfully, cancel culture's strength is in inflaming emotions. If you react with a defensive or disrespectful tone, it will make matters worse. The much-needed change is for businesses to address the problems, if any, and implement a plan of action to show their commitment to society. An organized public relations plan is the basis for communication that is not only respectful but also problem-solving.5. Leverage Media Relationships: Building strong ties with media networks can be extremely valuable. I was able to assist my clients in appearing in top magazines such as Forbes, Vogue, and CNBC TV18. Good media coverage can go a long way in balancing the bad press, thereby giving a clearer picture of a brand's impact.6. Consistent Community Engagement: Consumers appreciate brands that listen and evolve based on feedback. Actively engaging with audiences through social media, events, and CSR initiatives fosters goodwill and strengthens brand loyalty. A brand with a strong community backing is less likely to be completely ?Ç£canceled.?Ç¥Turning Crisis into OpportunityAn affiliation with media outlets can be incredibly beneficial. I have managed to get clients' works published in some of the most important media.The positive coverage of the media can help to neutralize the negative one and show a more complete picture of the brand?ÇÖs contribution.Despite the challenges, cancel culture brings, it is also a platform for brands to self-reflect, evolve, and foster a stronger connection with their audience. When brands are open and accountable, what looks like potential difficulties can be turned into defining moments in their journey to success. The very core of The Pen Project has always been that through my work, I could basically encourage businesses, particularly the majority of which are startups and SMEs by putting them in the right position to tell their stories. In a time when one minute?ÇÖs brand is the next minute?ÇÖs liability, the companies that will remain are those that are adaptive, ethical and genuinely dedicated to making a difference.ConclusionIn today?ÇÖs digital age, online reputation needs to be managed with foresight, flexibility, and strategic narrative. As a business owner and communications specialist, I feel that it is vital for companies to not just defend their reputation but also to shape it through engaging narratives. Cancel culture is not just a challenge but also an invitation for brands to take responsibility, transparency and alignment with their audience. The future of online reputation management lies in proactive reputation building, ethical brand positioning, and resilient communication strategies. By adopting these principles, companies will be able not only to survive the digital scrutiny but thrive and become stronger and more engaged with their audiences. 

Ellerton & Co., a premier public relations agency with a sharp focus on Greater Southeast Asia, has appointed Adam Goulston as Strategic Advisor for its Japan market initiatives. A seasoned expat, entrepreneur, and expert in marketing and localization with over 25 years of experience, Goulston will serve as a vital cultural bridge?Çöhelping Japanese brands navigate and connect authentically with diverse Southeast Asian markets. With his deep-rooted knowledge of Japanese business practices and regional nuances, he is poised to guide Ellerton?ÇÖs clients toward meaningful cross-cultural engagement and localized growth strategies.In this interview, Goulston shares insights on how Japanese brands are evolving to better resonate with culturally diverse Southeast Asian consumers. He highlights the importance of moving beyond a one-size-fits-all strategy, emphasizing hyper-localization, cultural sensitivity, and strategic partnerships. Drawing on examples like Uniqlo's collaboration with Indian designers and AEON's tailored offerings in Vietnam, he illustrates how thoughtful localization is key to building lasting brand relevance in emerging markets.With over 25 years in marketing, localization, and digital strategy, how do you see Japanese brands evolving to appeal to Southeast Asian consumers, particularly in culturally diverse markets like Indonesia, Vietnam, and India?Japanese brands increasingly recognize the need to move beyond a one-size-fits-all approach when entering culturally diverse markets like India, Indonesia, and Vietnam. "Made in Japan" connotes quality, and Japanese goods are widely respected. But still, with more local offerings and greater competition, it's not enough. Success hinges on deep cultural engagement and localization strategies that resonate with local consumers. In some cases, companies are smartly partnering with locally established names. Companies like Uniqlo (under its parent Fast Retailing), Sapporo, and Suzuki (Maruti Suzuki in India) are strong examples.Uniqlo didn't just open Japan-style stores in India; it collaborated with Indian designer Rina Singh to create a kurta collection, blending Japanese minimalism with traditional Indian attire. The "Uniqlo in My Hub" initiative further demonstrated a commitment to community engagement by involving local professionals in store launches. Fast Retailing President Tadashi Yanai is brilliant in this area.In Vietnam, Japanese retailers like AEON have expanded their presence by offering a mix of Japanese and local products, catering to the growing middle class's demand for high-quality goods. AEON's strategy includes localizing food products by offering Vietnamese-style dishes prepared with Japanese techniques and ingredients.These examples are brick-and-mortar, as they're easier to envision. There are examples in the knowledge economy as well, and they're equally adroit and understated. But I wish there were more.I want to see Japanese companies be more assertive in flying the Japanese flag and tooting their own horn, even if it's not the Japanese way. That's a big reason why I set up my own Japan-based company, MacroLingo LLC, and why I'm partnering with Ellerton & Co. ?Çô they have teams on the ground in these markets, and they understand the cultural landscape and have deep connections with the media from Vietnam and Singapore to the Philippines and Indonesia. This is essential because Asia comprises many diverse countries. Each requires a tailored approach.Your role at Ellerton & Co. places you at the crossroads of Southeast Asia and Japan. What do you see as the biggest opportunities and challenges when Japanese companies expand into these fast-growing regional markets?The sky's the limit, as long as Japanese companies board the rocket with us. This role with Ellerton & Co. is great because I already spend a lot of time in Southeast Asia and work with Japanese companies working to succeed in the region. Meanwhile, Ellerton & Co. is Singapore-based yet with teams on the ground in Indonesia, Vietnam, the Philippines, Thailand, and Malaysia, well-connected, and can quickly gain exposure for its clients. Markets like Indonesia, Vietnam, and India have young, growing populations that respect Japanese quality, innovation, coolness, and cuteness (the kawaii factor). Japan?ÇÖs reputation for precision, reliability, and design already opens doors.Speed and agility are particular challenges. These markets move fast, and business expectations change quickly. Japan?ÇÖs traditional strength in stability can be a weakness if companies move too slowly and insist on refining to perfection before entry. They need to roll out the MVP, move faster, break more things, and be willing to adapt on the fly.Another challenge is localization. Full localization is not just about language. It is about product design, service models, and communication styles that match local needs. That's always been my personal mission in Japan ?Çô whether I'm working with companies, entrepreneurs, or even scientific researchers. It?ÇÖs also what Ellerton & Co. excels at, having worked with many major Japanese companies in Asia, refining their messaging to suit the particular market, getting exposure in the right places to reach the right target audience.Daikin is a good model to follow. It invests heavily in local production, R&D, and hiring across Southeast Asia. It doesn't just sell Japanese products abroad; it creates solutions built for tropical climates and the real needs of local businesses.The opportunity is there, and the trust is there. Japanese companies that move fast, localize completely, and match the energy of young markets will succeed. Slow movers and those that insist on perfection will lose ground fast or not even make it to the starting line.You?ÇÖve emphasized the importance of ?Ç£interpretation?Ç¥ over ?Ç£translation.?Ç¥ Could you share an example where cultural interpretation made a significant impact in a brand?ÇÖs success abroad?By definition, "translation" is the process of converting one language to another, word-for-word (and we can apply it to visual media, too). That's fine for legal documents and things where accuracy is the aim, but it's wholly inadequate for sales, marketing, branding, etc. Yet that's exactly what many Japanese companies do.Rather than "interpretation," I'd use "localization," and by that, I mean adjusting every aspect of the communication (words, images, voice, and all media) to the necessary degree while maintaining the original intent and appeal. This process can be based on the source language as a key reference, but the source language must not dictate the message that's delivered in another market. If you do that, it's simply translation. That's too simple and it usually fails. Different cultures have different lenses.One Japanese client I worked with, a beauty product with a strong Japanese identity, wanted to localize its branding overseas. I needed to maintain and communicate the key Japanese elements ?Çô the elegance, simple beauty, refined aesthetic, and the brand's roots in Japanese symbols and history ?Çô for foreign readers and viewers. That meant knowing how the Japanese side saw things and how the foreign side would interpret them. This approach to full localization can't resort to cliches and certainly can't be a direct "translation," because many aspects that Japanese readers instinctively intuit are lost on non-Japanese. In this case, the localization went over very well, which was cool, because the products are gorgeous.Southeast Asia is becoming a key outbound market for global businesses. How can Japanese companies better position themselves to not only enter these markets but become deeply relevant within them?Japanese companies are already deeply relevant in Southeast Asia in many sectors. Brands like Toyota, Honda, Uniqlo, Muji, Daiso, Mitsukoshi, Isetan, and Hitachi have gained a foothold in some very different areas. I see them all over the region, and they're consistently strong and localized. Construction, shipping, and engineering firms are also well-respected.But the next wave is about knowledge. Software, biomedical, AI, and R&D are the sectors where Japanese companies can do much more. The opportunities are wide open. There?ÇÖs a Japanese enterprise SaaS company that Ellerton & Co. and I have worked on together for several years. We?ÇÖve seen and helped them grow into multiple Asian markets, crafting their go-to-market messaging and raising awareness of their successes in Singapore, the Philippines, Malaysia and elsewhere. We?ÇÖve seen the power of communications work firsthand.Japanese companies need to rethink their positioning to become deeply relevant. First, invest in real public relations, not just announcements. Tell stories about your innovation, your mission, and your people. Understand Japan's appeal in these markets and communicate it. Make your brand human while conveying your unique appeal.Second, again, adapt and localize. Japanese brands sometimes think the product speaks for itself and can only be delivered one way, the best way. That doesn't always work. How did matcha come to be so widely loved not only in Southeast Asia but around the world? In its true form, matcha is a strong and quite bitter form of green tea. The solution ?Çô add sugar! Mix it with other foods! Use it in Kit Kats! Traditional Japanese thought (and actually my thought, too, being a matcha snob) might scoff at this ?Çô it's not the "right" way. But matcha's adaptability is the reason you see matcha-everything all over the place, and not just in tea ceremonies in Japan.Third, quite differently, and I'm putting on the MBA and development studies hats here ?Çô empower local leadership. Hire strong local teams, let them shape messaging, and give them real authority. Don't keep sending over expats who can't speak the language and don't deeply know the culture. Local ownership builds loyalty and ensures that brands move at the speed of the market.What unique advantages does your Osaka-based firm, MacroLingo, bring to the table when advising global brands eyeing Japan, and how does that complement your strategic advisory role at Ellerton & Co.?More so, MacroLingo helps Japanese companies go global rather vs. guiding global companies on Japan entry. We take Japanese innovation and expertise and communicate it in a voice the world understands, and to achieve specific business objectives. We do this at a boutique level, for limited clients and with a great deal of personal attention. I created this approach because I saw far too many Japanese companies simply using translation services or attempting to do global marketing in-house by directly translating Japanese messaging. As many of our clients are smaller firms and startups, part of our mission is to educate these clients that translation is not enough and then to prove the results of comprehensive localization.We do this by combining my background in business, science, and journalism with a network of expert creatives. We restructure messaging, refine brand voice, and ensure content is globally accessible and is culturally respectful and impactful. Our work covers scientific, technical, and high-value B2B fields where clarity and credibility are essential. We also can't overlook the importance of modern ways consumers discover brands ?Çô social media, short-form video, generative AI, and more. We apply sound SEO principles, such as EAT, in everything we write and create, to ensure that AI-based search finds our clients. And we monitor social media trends in different countries. These aspects matter so very much.MacroLingo?ÇÖs work gives me insight into what global markets expect, I know how Japanese companies think internally, and I can offer insight on what catches consumers' eyes in Japan and abroad. At Ellerton & Co., this experience gives me a strong base for advising Japanese brands that want to succeed in Southeast Asia or companies entering Japan. In combining our strengths, we understand how Japanese companies think internally and how Southeast Asian markets receive external messaging. That ability to bridge these two perspectives is how we can help Japanese brands enter and compete in new markets in a way they may not have even considered.In an increasingly digital-first world, how can storytelling and content localization be leveraged to cut through the noise and connect Japanese innovation with Southeast Asian aspirations?In a digital-first world, storytelling and localization are mandatory if Japanese brands want their offerings to align with Southeast and South Asian aspirations.It's not just about showing product features or promoting Japan-made quality. It's about understanding the ambitions of these young, fast-moving markets and speaking directly to them. Localization must go beyond translation. It means adjusting the voice, structure, examples, and even emotional appeal, while still maintaining the heart of Japanese innovation.An example is Shiseido Thailand. In 2024, it appointed Thai actor Win Metawin as the first-ever Friend of Shiseido Southeast Asia. The company connected Japanese beauty and heritage with a local figure whom people admire, using regional social platforms and short-form video to spread the story. That's real localization, not surface-level. And it sure as heck isn't just translation. Not all companies have Shiseido's budget and brand recognition, but they can emulate these successes at a more micro level. Actually, it's a lot of fun to think about and makes my job and this connection with Ellerton & Co. so exciting.At MacroLingo, we use storytelling shaped by proper SEO, geo-targeting, and a mobile-first approach. We pay attention to how people search, watch, and interact on platforms like TikTok, Line, WhatsApp, LinkedIn, and Facebook, depending on the country and the people. We work a lot with academia, and some might be surprised that even PhD researchers are normal people who congregate and consume on apps and in online communities. AI tools help us map trends and structure content faster, but the heart of the work is always human ?Çô matching message to aspiration, not just spitting out generic content no one wants to read, let alone engage with.Southeast Asia is mobile, fast, and emotional. Brands that embrace that will win. Ellerton & Co., with its insight, connections, and speed, is in a great position to make this happen. Together with Ellerton & Co., I hope to make this happen for more Japanese companies and even for companies entering Japan.

Sam & Andy, the ?ÇÿRevenue-Marketeer?ÇÖ company, has won the integrated mandate for Jadeite Developers, a fast growing real estate company. The mandate will be serviced by Sam & Andy?ÇÖs Mumbai office.  As part of the mandate, Sam & Andy will launch the brand?ÇÖs new upcoming real estate project following a phase wise approach. The agency will work on positioning the brand Kaveri to create a differentiation amongst the competition which will eventually help as a sales story. Based on the positioning, the agency will strategically develop a detailed brand and tactical communication. This communication will be developed for all key mediums - ATL such as print inserts, outdoor, AVs, etc., BTL such as brochure, presenter, site branding, events, etc. and digital such as social media, WhatsApp driven engagement for channel partners and customers. The activities will be executed in a phased manner, providing 360-degree support for launch and sustenance. Led by Manish Sawant and Litesh Gada, Jadeite Developers is known for their focus on safety and quality in each project they undertake, thereby providing families a secure environment to nurture. They also address shortcomings of the housing sector at the grassroot level by associating with local communities, complying with environmental standards, and promoting social responsibility. Commenting on the strategic partnership, Litesh Gada, Founder, Jadeite Developers shared, ?Ç£With the launch of the project, we aim to revolutionise the vicinity of Charkop with a modern project which resonates with the requirements of today?ÇÖs home buyers. With the innovative mindset of Sam & Andy, their understanding of the sector and passion to disrupt, together, we aim at creating a story for customers to cherish.?Ç¥Sharing his thoughts on the strategic win, Anindya Ghosh, Founding Partner, Sam & Andy shared, ?Ç£We are elated to partner with Jadeite Developers. We resonate with their mission of providing citizens with a high-quality living experience, which excel in aspects of safety and comfort. Several strategic and engaging activities are in the pipeline for their new project in Charkop. Looking forward to working with the stellar team and advancing in the industry at lightning speed!?Ç¥?Ç£The intent Litesh Gada and Manish Sawant, the founders of Jadeite Group have is to provide a better lifestyle even to the common people. One can experience that even in their last project. They do not cut corners, pay suppliers and channel partners before time, project completion and possession before committed timelines and the most important, they design the best lifestyle in whatever size of plot they are playing with. This is rare in this category. We are excited about partnering with this young dynamic duo. It?ÇÖs just the beginning, as they say ?Ç£picture abhi baaki hai mere dost,?Ç¥ said Sameer Joshi, Founding Partner, Sam & Andy. Kaveri Jadeite Developers is a 21-storey tower located in the vicinity of Charkop, featuring a wide range of amenities offering comfort and convenience to residents. Jadeite Developers are known for their precision in designing projects, utilizing every inch smartly and ultimately maximising space for homeowners. While the location, amenities and size of the flats are quite desirable, the exciting prices are what make the project extremely well-rounded. Jadeite Developers have upcoming projects in Bandra West, Bandra East, Vile Parle, Borivali and Kandivali. 

Global Women in PR (GWPR) MENA has appointed Lynn Al Khatib, Vice President, Communications of Chalhoub Group, as its new board member. Lynn is a seasoned communications professional with more than 15 years of experience in the field. Throughout her career, Lynn has demonstrated a strong focus on empowering women within the communications industry. ?Ç£As someone committed to advancing women?ÇÖs leadership in PR, I?ÇÖm honored to join the board of Global Women in PR MENA and support its powerful regional mission to empower and elevate women across the communications industry. ?Ç£Today, communications plays an ever more critical role in shaping brands, organizations, and thought leaders ?Çö and as professionals, whether in-house or at agencies, we must continue evolving to deliver true value. In a world where corporate career growth is becoming more limited and traditional measures of success increasingly blurred, I look forward to contributing to both women and the industry through this incredible board of inspiring leaders.?Ç¥ said Lynn Al Khatib.Her appointment comes at a time of rapid growth for GWPR MENA, which now celebrates 100 members ?Çö a testament to its ongoing commitment to advancing female leadership in the region?ÇÖs communications industry.Loretta Ahmed, GWPR MENA Chair and Founder and CEO of Houbara Communications, commented, ?Ç£We are delighted to welcome Lynn Al Khatib, Vice President Communications at Chalhoub Group, to the board of Global Women in PR MENA. As we continue championing gender parity at the highest levels of the industry, Lynn?ÇÖs voice and perspective will play an important role in driving meaningful progress.?Ç¥  GWPR is a global not-for-profit network that champions and connects senior women in communications. Its MENA chapter provides a collaborative platform to tackle key industry challenges and drive tangible impact. Through practical initiatives, GWPR MENA empowers women to lead change, shape the future of the profession, and thrive in an ever-evolving landscape.The GWPR MENA board is made up of six accomplished women from across the communications spectrum ?Çö agency, in-house, and consultancy ?Çö each bringing a wealth of experience and a shared passion for empowering women in the industry.Together, they reflect the diversity and strength of the MENA region?ÇÖs communications landscape and are united in their commitment to championing gender parity, fostering leadership, and driving long-term, positive change.Board members include:?Çó Loretta Ahmed, Founder and CEO, Houbara Communications ?Çô Chair?Çó Louise Jacobson, Managing Director, Brazen MENA ?Çô Board Member?Çó Naamat Baradhy, Regional Communication Advisor, First Abu Dhabi Bank ?Çô Board Member?Çó Radwa Allabban, Founder and Managing Director, Place Communications ?Çô Board Member?Çó Purti Simon, Vice President, Teneo ?Çô Board Member?Çó Lynn Al Khatib, Vice President, Communications, Chalhoub Group ?Çô Board MemberGWPR MENA welcomes women in senior leadership roles across agency, in-house, and consultancy environments with 10+ years of experience. Members gain access to exclusive career-building resources, including global networking, mentorship, thought leadership, and a collaborative platform for driving positive industry change.

PR Professionals (PRP), the flagship of the PRP Group, has onboarded Sunny Jain as Associate Vice President ?Çô Digital, further strengthening its leadership team. With over 15 years of experience in digital marketing, performance strategy, and integrated brand communications, Sunny brings with him expertise in areas such as SEO, SMO, lead generation, affiliate marketing, and result-oriented campaign execution.At PR Professionals, Sunny will focus on strengthening the agency?ÇÖs digital practice by expanding its performance marketing capabilities, enhancing client campaigns for optimal ROI, and maximizing integration between digital, content, and Public Relations strategies. His appointment comes at a time when PRP is strengthening its digital presence for marquee clients across sectors like infrastructure, education, and governance.Sunny, a seasoned digital strategist, has held leadership roles at renowned organizations including SpiceJet, VLCC Healthcare, Brentwoods Education, Greenply Industries, and IndiaMART. Over the course of his career, he has planned and executed high-impact digital campaigns across India, the GCC, Bangladesh, and Sri Lanka. His areas of expertise include digital media planning & buying, SEO, SEM, ORM, social media marketing, lead generation, affiliate networks, product management, & customer acquisition.Sarvesh Tiwari, Founder & Managing Director of PR Professionals, shared, ?Ç£As the communication landscape evolves, seamless integration of digital and public relations has become the cornerstone of impactful brand storytelling. Sunny?ÇÖs extensive experience and result-driven approach will further strengthen PRP?ÇÖs ability to deliver holistic communication strategies to our clients.?Ç¥Sunny Jain expressed his enthusiasm, saying, "I am excited to join PR Professionals at a time when the digital communications landscape is undergoing such transformative changes. PRP?ÇÖs portfolio of integrated communications services and diverse approach offers the ideal conditions to drive meaningful digital impact. I look forward to working with this amazing team to push the boundaries of innovation and performance."PR Professionals has emerged as a leading player in the integrated communications space, with some of India's leading organizations trusting it with both their public relations and digital assignments. PR Professionals' notable digital mandates include Housing and Urban Development Corporation Limited (HUDCO), Pension Fund Regulatory and Development Authority (PFRDA). Rail Land Development Authority (RLDA), IIM Mumbai, MMRDA, Sunkind, Chaitanya, Finance Industry Development Council, Bihar School Examination Board, Bihar Education, Department of Revenue and Land Reforms, Bihar, and Samagra Shiksha Andhra Pradesh, and other large corporations and public sector entities.PR Professionals, established in 2011, is a leading integrated communications agency renownedfor delivering exceptional branding, public relations, and digital marketing solutions. The agency is dedicated to helping businesses achieve market leadership while engaging in meaningful philanthropic activities. PRP Group started with modest beginnings but now boasts 12 branches spread across India and six overseas centers with a team of 150 members that is determined to make an extraordinary difference through communications. 

PRCA Mena officially kicked off its Roadshow Series with an impactful inaugural event in Kuwait, in partnership with PRCA Mena member, Alshaya Group.Held at the Burj Alshaya Auditorium, the event gathered communications professionals for an afternoon of meaningful dialogue and networking, highlighting how Kuwaiti brands are telling their stories globally while staying rooted in local pride.The panel discussion, titled ?Ç£From Local Pride to Global Play: How Kuwaiti Brands Are Telling Their Stories,?Ç¥ featured Nick Sandham, Vice President, Corporate Communications, Alshaya Group; Faisal Khazal, Senior Director - Country Lead, Weber Shandwick Kuwait; Laila Al-Daghestani, Senior Director, Weber Shandwick Kuwait; and Conrad Egbert, Head of PRCA Mena.Panellists shared insights on building brand authenticity, balancing tradition with innovation, and Kuwait?ÇÖs growing influence in shaping narratives across the region.Conrad Egbert, Head of PRCA Mena, said: ?Ç£This series is about rooting the conversation in culture, and there?ÇÖs no better place to begin than Kuwait?Çöhome to some of the region?ÇÖs most culturally grounded, yet globally ambitious brands. We?ÇÖre grateful to Alshaya Group for its continued support and invaluable local knowledge.?Ç¥Nick Sandham, Vice President, Corporate Communications at Alshaya Group, added: ?Ç£Kuwait has long been a hub of retail innovation and communications creativity. It was a pleasure to welcome the PRCA to our home and explore how brands here are shaping narratives that resonate far beyond our borders. Initiatives like these by PRCA Mena foster professional growth and meaningful dialogue across markets.?Ç¥The event wrapped up with a vibrant networking session, providing industry professionals the opportunity to exchange ideas and explore new collaborations.

Runwal Realty has hit the stands with a new brand campaign with the message ?ÇÿBuilding for generations to come?ÇÖ. The famed Bollywood actress and style icon Sonam Kapoor is the brand ambassador and the face of the new campaign. This campaign comes at a time when the company has created back-to-back high luxury residences in some of the most upper-crust locations. The importance of brand communication above individual properties is paramount in the minds of the company and its marketing partner, Thought Blurb Communications.The campaign has been released on hoardings across the length and breadth of Mumbai besides mainline print media and digital channels. This will be followed by a film campaign and experiential communication. The choice of Sonam Kapoor is of strategic importance too. Speaking to this point, Sanya Runwal ?Çô Director, Retail at Runwal Realty says, ?Ç£At Runwal Realty, we?ÇÖve always believed that a home is more than a space?Çöit?ÇÖs a foundation where legacy takes root. With this new chapter, we are deepening that belief. ?ÇÿBuilding for Generations to Come?ÇÖ is not just a brand philosophy?Çöit?ÇÖs our compass. It reflects our long-term thinking, our emotional investment in every project, and our commitment to delivering spaces that evolve with time, yet remain timeless in their essence.Sonam Kapoor brings that same timeless elegance and depth - she embodies sophistication that?ÇÖs rooted, not showy. Her understanding of personal space and design mirrors our own vision, and her cultural relevance and lineage resonate deeply with our belief in legacy, substance, and style with meaning.?Ç¥The messaging suggests that Runwal builds for generations to come. It is more about legacies and personal stories than just selling homes. In a clamourous market where everybody is speaking all at once, it?ÇÖs easy to understand the pivot to a long-lasting message that covers every property that the company creates.Speaking of the strategy Vinod Kunj, MD and CCO of Thought Blurb Communications says, ?Ç£Luxury cannot be sold too stentoriously. It has to be understated and nuanced. You cannot sell super-premium products by speaking loudly over each other. The customers we are hoping to attract are clearly not the kind who want to draw attention to themselves or their wealth. At this level, the need for meaning and creating a legacy is of much greater importance.?Ç¥As the company says, Real Estate is a high-stakes category. It?ÇÖs one of the most important purchases of a person lifetime, and definitely one of the most expensive. There is a deep emotional connection that has to be satisfied for the customer to buy. Trust goes much beyond image in this market. That is where Runwal Realty steps in. Building more than structures. Rather ?Çÿbuilding relationships for generations.?ÇÖ

Malaysia Airports will continue its collaboration with TEAM LEWIS, tasking the agency with leading public relations and social media for its commercial services. This renewed partnership aims to enhance the retail experience for travellers at Malaysian airports.TEAM LEWIS's responsibilities will encompass integrated PR, digital storytelling, and event support, all designed to highlight the dynamic and valuable retail offerings within the airports.This ongoing collaboration underscores TEAM LEWIS's position as a reliable communications partner, helping to craft narratives that support Malaysia Airports' goal of connecting people, places, and opportunities.Ann Chong, Managing Director of TEAM LEWIS Malaysia, stated, "This renewed partnership signifies a shared dedication to progress, building trust, and developing relevant stories that improve perception and drive growth. As Malaysia Airports anticipates increased tourist arrivals for Visit Malaysia Year 2026, we are proud to offer the energy, insights, and assurance needed for them to excel, particularly within the constantly changing retail environment. Together, we are not just supporting a brand but a national symbol of pride and connectivity."This continued partnership demonstrates Malaysia Airports' confidence in TEAM LEWIS's strategic approach and creative implementation, further solidifying the agency's significance in Malaysia's communications sector.(Image by Jan Va?íek from Pixabay)

Bashar AlKadhi has announced his decision to retire from his role as CEO for the Middle East, Turkey, and Africa at Burson.Before joining Burson, AlKadhi served as CEO of EMEAx (Europe, Nordics, Middle East, Turkey, India, and Africa) at Hill & Knowlton, overseeing the agency's network of wholly owned offices and affiliate partners across the region.Earlier in his career, AlKadhi was the Chief Operating Officer at ASDA'A Burson-Marsteller, which later merged with Hill & Knowlton to form Burson in the previous year.He posted on his LinkedIN: ?Ç£It?ÇÖs nearly impossible to encapsulate a career spanning four decades into a few paragraphs, so I won?ÇÖt attempt to do so, but the time has come for me to hang up my proverbial boots and spend much more time with my family and close friends.Heartfelt gratitude to everyone who has helped me along the way. It has been a most fulfilling career. I wish Corey and everyone in the Burson Family every success. Special gratitude to my magnificent Leadership Team and all my outrageously talented colleagues in this incredible region that is full of promise. Super proud of them all.?Ç¥

Ruder Finn Atteline, the MENA arm of the global integrated communications consultancy Ruder Finn, has announced a significant expansion of its leadership team with four senior appointments. The move reinforces the agency?ÇÖs refreshed brand identity and supports its ambitious growth strategy across the Middle East and North Africa.The strategic hires include an Executive Vice President and three Account Directors, each bringing deep expertise in integrated communications across key sectors such as corporate, automotive, travel & tourism, and sports & entertainment.Commenting on the expansion, Sophie Simpson, Managing Director of Ruder Finn Atteline ?Çô MENA, said: "Our evolution as Ruder Finn Atteline isn?ÇÖt just about a new logo or name. It?ÇÖs about becoming an agency that reflects the region?ÇÖs changing needs ?Çö creatively fearless, strategically sharp, and deeply collaborative. These appointments are a clear signal of where we?ÇÖre headed, as we continue to push boundaries and raise the bar for communications in MENA."New AppointmentsRadhika Mehta joins as Executive Vice President of Growth & Operations, bringing nearly 20 years of global communications experience. Known for her ability to drive business growth through integrated brand strategies and compelling storytelling, Radhika will lead the expansion of the agency?ÇÖs MENA presence and strengthen its integrated communications capabilities.Srishti Soni steps in as Account Director for the Corporate Division, with nearly 15 years of experience spanning India and the MENA region. A seasoned consultant in reputation management and strategic advisory, Srishti has led award-winning campaigns in sectors such as real estate, healthcare, and tech, and will play a pivotal role in enhancing the agency?ÇÖs corporate communications practice.Shannon Hynes and Yara Nimer have been named Associate Account Directors for Ruder Finn Atteline?ÇÖs newly launched Sports & Entertainment Division.?Çó Shannon Hynes brings nearly a decade of experience in the industry, including leading Netflix MENA?ÇÖs publicity efforts. Her strength in creating culturally relevant narratives and executing high-profile campaigns will help shape the agency?ÇÖs new division.?Çó Yara Nimer, a MEPRA award-winner and one of Campaign?ÇÖs ?Ç£PR Faces to Watch,?Ç¥ offers a decade of experience in integrated communications. She has crafted purpose-driven campaigns for entertainment, tourism, and sport sectors, combining editorial instincts with performance-led strategies to drive brand resonance in the region.These leadership appointments mark a crucial phase in Ruder Finn Atteline?ÇÖs transformation journey, aligning with its newly unveiled visual identity and signaling a new era of growth and innovation.With an expanded leadership team and bolstered sectoral expertise, the agency is well-positioned to accelerate its growth, deepen its regional footprint, and deliver future-ready communications in line with its global ?Ç£What?ÇÖs Next?Ç¥ promise.

Following a competitive pitch process, StickyGinger has successfully retained the PR mandate for FUJIFILM INSTAX, strengthening its partnership with the global leader in instant photography. The mandate now extends beyond the GCC, with new markets added in Egypt and Iraq. StickyGinger?ÇÖs innovative PR approach will amplify FUJIFILM INSTAX?ÇÖs presence across the region through compelling storytelling and engaging campaigns, elevating the iconic brand with impactful narratives and strategic partnerships, targeting new generations of consumer. ?Ç£We?ÇÖre excited to continue our journey with FUJIFILM INSTAX into 2026,?Ç¥ said Heba Hemdan, Head of PR of StickyGinger. ?Ç£Partnering with a brand that leaves an unforgettable impact through innovation and cultural insight has allowed us to build on the incredible work they already do. We look forward to capturing more moments, elevating the brand even further, and introducing its fun, vibrant world to new regional audiences while maintaining the energy, excitement, and creativity we've already brought to the GCC.?Ç¥ The agency?ÇÖs work with INSTAX has produced impressive results, connecting the brand with consumers through dynamic influencer-driven campaigns, experiential events, and vibrant storytelling. With the addition of Egypt and Iraq, StickyGinger will leverage the brand narratives even further through its diverse, multi-lingual team and cross-platform integration to further drive engagement and brand loyalty. ?Ç£To continue being the trusted partner for INSTAX is a testament to the strength of our relationship with the regional team,?Ç¥ said Dalia Farghaly, PR Director and INSTAX Account Lead. ?Ç£We work with a brand that already embodies cool, and we focus on elevating that even further. Creating impact is not just about spreading a message; it?ÇÖs about crafting the right stories with the right people and partners ?Çô and we?ÇÖre excited to keep pushing the limits of creativity, together with INSTAX.?Ç¥

The Indus Entrepreneurs (TiE) Delhi-NCR has roped in Dharma Media Consultants as its strategic communications partner for the 14th edition of India Internet Day?Çöthe nation?ÇÖs premier summit for tech entrepreneurs. This collaboration will amplify the narrative for India Internet Day 2025, drive audience engagement, and shine a light on the innovators shaping India?ÇÖs digital future. Scheduled for 2nd May 2025 at The Leela Ambience, Gurugram, the summit will tap into the possibilities for India?ÇÖs growth story against the backdrop of its digital and entrepreneurial revolution. India?ÇÖs digital economy is booming?Çöprojected to contribute nearly one fifth of the national income by 2029-30. In 2022-23 alone, it accounted for 11.74% of the GDP and is expected to grow almost twice as fast as the overall economy. Building on this momentum, India Internet Day has emerged as a leading platform for the visionaries, entrepreneurs, investors, and policymakers shaping the digital economy. From sharing unicorn stories to showcasing AI-powered futures, each edition has reflected the pulse of India's internet and innovation landscape. This year?ÇÖs theme, ?Ç£Celebrating a Legacy, Investing in a Future?Ç¥, marks 25 years of TiE Delhi-NCR?ÇÖs impact and will spotlight the top 25 startups, investors, and changemakers leading India?ÇÖs next innovation wave. The partnership with Dharma Media Consultants will play a key role in framing the conversation around India?ÇÖs digital transformation and positioning the summit as a cornerstone of this unfolding story.Shutapa Paul, Founder, Dharma Media Consultants, emphasised how strategic communications can elevate the summit?ÇÖs presence, saying, ?Ç£At Dharma, we don?ÇÖt just communicate events?Çöwe build legacies. We are proud to partner with TiE Delhi-NCR on its landmark 14th edition of India Internet Day. From spotlighting the ?ÇÿSuper 25?ÇÖ to shaping bold conversations around India?ÇÖs tech trajectory, our focus is to ensure the world sits up and takes notice of what?ÇÖs unfolding at India Internet Day 2025.?Ç¥India Internet Day 2025 will be co-chaired by Akshay Chaturvedi, Founder and CEO, Leverage Edu; Apurva Chamaria, Global Head, VC and PE Startup Partnerships, Google; and Upasana Taku, Co-Founder, MobiKwik. An engaging line-up of speakers and sessions will include a keynote by Vijay Shekhar Sharma, Founder, One97 and Paytm; power panels featuring Shweta Rajpal Kohli, President and CEO, Startup Policy Forum; and a deep-dive investor discussion with Arpit Agarwal, Partner, Blume Ventures, and Sumit Sinha, Managing Partner and Co-Founder, Filter Capital India.Upasana Sharma, Executive Director, TiE Delhi-NCR, said, ?Ç£We are delighted to welcome Dharma Media as our PR partner for India Internet Day 2025. Their deep understanding of the media landscape and ability to craft compelling narratives will be instrumental in driving the visibility and impact of this year?ÇÖs event. We?ÇÖre excited to have their expertise amplify the energy and ambition that India Internet Day stands for.?Ç¥Dharma Media Consultants, with its expertise in strategic communications and deep understanding of the startup space, is well-placed to enhance the visibility of the event, draw in key voices from the ecosystem, and highlight India's growing influence as a global hub for technology and entrepreneurship.

Ellerton & Co. Public Relations, a leading integrated communications agency focused on Greater Southeast Asia, has announced the appointment of Dr Adam Goulston as Strategic Advisor for the Japan market. With his company, MacroLingo, and a life based in Osaka, US-born Dr. Goulston brings over 25 years of expertise in marketing, content creation, localization, and digital strategy. Dr. Goulston?ÇÖs appointment aligns with Ellerton & Co.?ÇÖs ongoing commitment to support brands and businesses aiming to expand globally, with Southeast Asia increasingly serving as a key outbound market for brands and businesses, and with Japan playing a continually central role.Ellerton & Co. specializes in helping businesses gain visibility through its offices in Southeast Asia, consultants in India, Hong Kong, and its curated network of partner agencies. The agency enjoyed aggressive growth in 2024, securing key wins in industries such as financial services, startups, technology, corporate sectors, healthcare, and hospitality travel.?Ç£Japan has built one of the world?ÇÖs most powerful brand identities, synonymous with innovation, precision, and quality. Our role is to take that foundation and craft stories that resonate across Southeast Asia, ensuring each brand?ÇÖs essence is preserved while tailored to the unique cultural nuances of each market. To do this well, you need more than translation, you need interpretation. That means deep local expertise in Singapore, Vietnam, the Philippines, Indonesia, Thailand, and Malaysia, paired with a genuine understanding of Japanese business values and cultural context. There is a clear appetite for Japanese brands in the region, and our job is to bridge the gap, translating not just words, but meaning, relevance, and impact,?Ç¥ said Oliver Ellerton, Director at Ellerton & Co.Adam Goulston's extensive background in copywriting, editing, and digital marketing, as well as technical research writing for Japanese B2B, scientific, and culture-related projects, positions him as a key asset in strengthening Ellerton & Co.'s service offerings to the region. His expertise will further enhance the agency's ability to drive effective brand strategies for Japanese companies seeking to tap into Southeast Asia?ÇÖs growing markets.?Ç£Ellerton & Co. have continually impressed me with their insight, adaptability, and quick results across cultures. Their approach complements the quality my company, MacroLingo, delivers for Japanese and global clients,?Ç¥ Goulston says. ?Ç£Understanding and adapting to cultural nuance isn?ÇÖt just interesting, it?ÇÖs an indispensable part of doing business in Asia. This partnership will let us deliver uniquely localized and profitable PR solutions to Japanese and other Asian companies.?Ç¥Amid ongoing geopolitical shifts, Japan and Southeast Asia have strengthened their ties, combining economic partnerships with strategic trust, particularly with countries like Singapore, Malaysia, and Indonesia. This collaboration aims to bolster Tokyo's relationships in the region as geopolitical tensions continue to rise. Japan and Singapore recently marked the 50th anniversary of the establishment of diplomatic relations between the two nations. Japan is one of Singapore?ÇÖs top 10 trading partners, with bilateral trade reaching $65 billion in 2022. Additionally, many Japanese multinational corporations have established their regional headquarters in Singapore to expand across the ASEAN market.

Arushi Khanna has joined Qualcomm India as Lead ?Çô PR, Social & Influencer, marking an exciting new chapter in her communications journey. She announced the move on LinkedIn, writing:?Ç£A new chapter begins!After an incredibly transformative and fulfilling journey at Xiaomi India, it?ÇÖs time to turn the page. I?ÇÖm thrilled to share that I?ÇÖve joined Qualcomm as India Lead ?Çô PR, Social & Influencer.Grateful for all the learnings, challenges, and friendships built over the years. A heartfelt thank you to everyone who?ÇÖs been a part of this journey ?Çô your support and trust have meant the world.A special shoutout to Savi Soin, Sumit Sonal, Clare Conley, Saurabh Arora, Manmeet Singh, Sahil Arora ?Çô thank you for believing in me and giving me the opportunity to grow, lead, and build meaningful work together.Excited to contribute to Qualcomm?ÇÖs mission of enabling next-generation digital transformation. Here?ÇÖs to NewBeginnings and crafting stories that make an impact!?Ç¥Prior to joining Qualcomm, Arushi spent close to four years at Xiaomi India, serving in key roles such as Product PR Lead, Assistant PR Manager, and Senior Specialist ?Çô Strategic Communications. Her earlier roles span top agencies like Avian WE, MSL, and Cohn & Wolfe, where she led impactful PR campaigns and media relations for leading brands.

A Shift That?ÇÖs Already HappeningArtificial Intelligence is no longer just a tech buzzword, it's quietly reshaping industries across the board. In PR and marketing its influence is becoming impossible to ignore. From automating routine tasks to predicting audience behaviour AI is rapidly becoming part of the toolkit for professionals who want to stay ahead.This isn?ÇÖt about distant possibilities. It?ÇÖs already happening and the pace is accelerating. In 2023 Salesforce reported that nearly 9 in 10 marketers around the world are using AI in some form. And according to McKinsey, AI could generate over $2.6 trillion in value from marketing and sales activities alone. These aren?ÇÖt experimental pilots anymore, there are real applications being used at scale. From Gut Instinct to Data-Driven ActionPR and marketing have traditionally been driven by experience, creativity, and intuition. Those strengths still matter but now they are being paired with tools that can sift through vast amounts of data in seconds.For instance AI tools can monitor thousands of news outlets and social platforms in real time, flagging brand mentions or sentiment shifts the moment they happen. That gives teams the chance to act faster, respond smarter, and even prevent potential crises before they snowball.In marketing AI is being used to tailor messages down to the individual. Based on someone?ÇÖs browsing history, purchase behaviour, or even time of day, AI can help brands serve up personalised ads, emails, or product recommendations automatically. A report by Epsilon found that 80% of consumers are more likely to buy when they receive personalised experiences. That level of targeting would have been unthinkable a decade ago. More Than Just AutomationAI doesn?ÇÖt just save time, it adds a new layer of intelligence. For PR professionals it can suggest which journalists are most likely to be interested in a story based on what they have covered in the past. For marketers it can predict which headlines will perform best or what time of day a campaign should launch to get maximum engagement.Content creation is also being reshaped. Tools like ChatGPT or Jasper can draft blogs, product descriptions, or email campaigns in seconds. While these drafts still need human editing they offer a great starting point especially when deadlines are tight.But even as these tools become more capable there?ÇÖs a clear limit to what AI can do on its own. Where AI Falls ShortAI is great at analysing patterns but it still struggles with nuance. It doesn?ÇÖt understand cultural context, emotional tone, or the unspoken cues that experienced communicators pick up on. It can?ÇÖt tell if a headline feels tone-deaf in a sensitive moment or if a press release sounds flat instead of inspiring.These are things only humans can fully grasp. Emotional intelligence, cultural awareness, and timing still matter deeply in how people respond to a message. In a time where brand trust takes time to earn but can disappear overnight, human judgement becomes essential more than ever. New Tools, New ResponsibilitiesAs AI becomes more powerful it also raises new questions. One big concern is content authenticity. With AI generating everything from social posts to deepfake videos, how do we know what?ÇÖs real? And how do we make sure our audiences still trust us?Bias is another issue. AI systems are trained on existing data and if that data is flawed or incomplete the results can be too. If we are not careful AI can end up reinforcing stereotypes or leaving diverse voices out of the conversation entirely.There are also growing concerns about privacy. AI thrives on data but as governments tighten data protection laws like GDPR in Europe or the new data privacy law in India, PR and marketing professionals will need to be more transparent and careful about how they collect and use information. What Comes NextIt is clear that AI will continue to reshape how we work. In the near future we?ÇÖll see more real-time feedback on campaigns, more adaptive messaging based on audience behavior and tools that can generate creative options for us to choose from, not just analyse what we have already done.But even in this future the most valuable skills won?ÇÖt just be technical. They will be human. Knowing how to tell a compelling story, how to connect with real people and how to build trust with those skills will become even more important, not less.The TakeawaySo, is AI the future of PR and marketing? Yes, but not in isolation.AI will become a powerful part of our process. It will make us faster, smarter, and more efficient. But it won?ÇÖt replace the creative spark, the empathy, or the judgement that truly great communication needs.The future belongs to those who can work with AI without losing the human voice at the heart of it all.

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, Priyanka Bhatt, Founder & CEO of Equations PR & Media, shares the inspiration behind launching the agency, its core mission, and what sets its integrated digital-first PR approach apart. She also discusses tailoring strategies across sectors like SaaS, healthcare, and alco-bev; talent cultivation across Mumbai and UAE; key hiring attributes; ROI-driven KPIs; future plans for new markets, sectors, and long-term vision. What inspired you to launch Equations PR & Media in 2014, and how did your early experiences at Canvas Entertainment shape the firm?ÇÖs DNA?In 2014, I sensed a missing gap in the PR industry, while most agencies chased top-tier retainers and only media relations, no one was focusing on building a ?Ç£safe space?Ç¥ for startups to grow with strategic storytelling. I was 24, surrounded by young entrepreneurs, and driven by a zeal to create impact for brands that didn?ÇÖt have massive budgets but had bold ideas. My early stint at Canvas Entertainment gave me a solid foundation in business acumen, leadership, team management, going out of my comfort zone, experimenting with bold ideas, redefining what new could be done in the PR industry but the constraints of corporate life made me crave freedom to create, innovate and execute without hierarchy. I had a strong risk-taking appetite and knew that stepping out of my comfort zone was necessary to build something meaningful and long-term.With Equations PR & Media, the goal was clear: deliver 5X results with budgets that clients could afford, backed by smart media strategies and authentic brand story-telling. Today, that vision has led us to partner with over 200 + brands, many of which were startups that trusted us in their 0 to 1 journey. Equations was born not just out of ambition but out of a need to redefine how early-stage storytelling could scale visibility, without burning out a founder?ÇÖs budget. How do you define Equations?ÇÖ core mission today, and what sets your integrated ?Ç£digital first?Ç¥ PR approach apart in a crowded market? At Equations, our core mission is to be a creative-led, results-driven communications hub that helps brands narrate their most authentic stories, with measurable business impact at the center. We pride ourselves on being an ideas-first agency, where strategy is born from insight and deep research, not just mere templates. Every pitch, campaign, and media narrative is rooted in deep research and relevance. With a digital-first approach, we don?ÇÖt just chase media coverage; we craft brand stories that are optimized for virality, SEO, and digital traction aligning perfectly with the current content consumption patterns. Our research-driven capabilities help us identify what will work best for your industry, audience, and platform ensuring sharper positioning, stronger messaging, and higher visibility. We operate with a hustler mindset, whether it?ÇÖs chasing tight deadlines, securing coverage in top-tier publications, or turning a small story into a powerful campaign, we believe in outworking the noise. Unlike traditional PR models, we deeply focus on measuring real business impact from audience engagement and lead generation to website traffic spikes and investor interest. What truly sets us apart is our strength as a creative + content powerhouse, where storytelling, brand voice, visual campaigns, and media relationships work in perfect synergy.We?ÇÖre not just a PR agency; we?ÇÖre a strategic partner for brands that want to scale and grow their business and use PR and strategic communications to stand out in the clutter. From press to podcasts, memes to thought leadership, we design multi-platform campaigns that start conversations. In a crowded market, we don?ÇÖt just push brands forward. We make them unmissable. Equations works across startups, SMEs and large enterprises in verticals from SaaS and healthcare to alcobev. How do you tailor your PR and digital marketing strategies to such diverse industries? We believe that no two industries or brands are the same. What works for a D2C skincare brand may not move the needle for a B2B SaaS product. That?ÇÖs why our approach starts with understanding the client?ÇÖs ecosystem inside-out. We invest heavily in in-depth research from decoding industry trends and mapping competition to understanding cultural nuances and media tone. This gives us a foundational layer to build positioning that?ÇÖs both relevant and timely. More so, it?ÇÖs about understanding what truly ticks with consumers and what?ÇÖs leading to the buying behaviour and purchase decision. PR in today?ÇÖs world is no longer just about press releases and media placements. It?ÇÖs a mind game. It?ÇÖs about understanding what keeps your audience awake at night and creating stories that comfort, inspire, connect, or challenge them. Our strategies are built by first mapping the pain points, desires, needs, desires, fantasies and decision-making patterns of our customers. We use that insight to design communication that triggers emotional connection and recall. Whether we?ÇÖre working with a fast-scaling startup or a legacy enterprise, we treat every brand story like a movement in the making. We focus on digital-first storytelling content that is platform-optimized, SEO-backed, and conversation-worthy. In an age of information overload, we build strategies that go beyond brand awareness, we engineer brand affinity. And that involves strategic partnerships, creator collaborations, and aligned community narratives. We also customize tone, format, and content cadence based on industry and audience behaviour from long-form explainers for SaaS to bold, edgy storytelling in alco-bev and lifestyle.Our goal isn?ÇÖt just to make noise. It?ÇÖs to make intentional, meaningful noise that moves your brand forward in the minds of your customers, stakeholders, and the media. You have built a strong reputation with VC backed ventures?Çöwhat are the biggest PR challenges early stage startups face, and how do Equations help them overcome these? One of the biggest pain points early-stage start-ups face is visibility, especially the kind that translates into investor attention. Most of them are busy building the product, and PR often takes a backseat until they realize that even the best products need storytelling to get funded. We?ÇÖve closely worked with seed to Series C+ start-ups, and we understand how critical it is for them to stand out in a sea of pitches. That?ÇÖs why we approach PR for start-ups as a reputation-building engine, not just as a promotional tool. We help them establish thought leadership early on, positioning founders as experts in their domains by getting them featured in industry stories, startup columns, ecosystem events, and podcasts, amongst others. Our team actively nurtures relationships with startup and VC-focused journalists across top-tier publications. We don?ÇÖt just pitch stories, we build narratives that align with the market pulse and investor appetite. We also understand the importance of creating a safe, founder-first PR ecosystem. In the last decade, we?ÇÖve supported 200+ start-ups, many of whom raised multiple rounds post their brand narrative hitting the media. Our ?Ç£less budget, more noise?Ç¥ mindset is what allows us to create maximum impact with lean resources, something every early-stage founder truly value. Beyond media coverage and social metrics, what KPIs or business outcomes do you track to demonstrate ROI to clients? One of the most complex yet essential aspects of PR is measurement. Unlike digital ads where ROI is numerically defined, PR has long battled the challenge of quantifying impact. However, in today?ÇÖs evolving landscape, technology and AI-powered tools have helped bridge that gap significantly. At Equations, we go beyond vanity metrics like social likes or shares and dive deep into qualitative and quantitative PR intelligence. We measure: Impressions & Reach: To evaluate how far our messaging has traveled across platforms, both traditional and digital. Share of Voice (SOV): We track how much of the market conversation a brand owns compared to competitors especially during campaigns, product launches, or funding announcements. Message Penetration: We analyze whether the key messages delivered during PR outreach are consistently represented in media articles and interviews. Tonality & Sentiment Analysis: This helps us assess if the brand is being positioned positively, negatively, or neutrally, and allows for quick pivots in communication if needed. Qualitative sentiment with media stakeholders: Regular perception audits with senior journalists, Editors, influencers help us gauge how effectively our PR is working and how the needle has moved in terms of recall. Visibility Index: A composite metric that factors in volume, quality of coverage, tier of publication, journalist credibility, and relevance to the brand?ÇÖs business goals. Backlink Quality: For digital PR, we also track how many high-authority backlinks we?ÇÖre able to generate from earned media feeding into SEO health. Influencer Integration Metrics: For campaigns involving influencers or content creators, we track engagement rates, saves, shares, reach, and conversions through tracked links. We also leverage AI and real-time analytics tools such as Meltwater, Wizikey, Trendkite, Brandwatch, and SEMrush, depending on the client and scope. These allow us to track sentiments and conversations globally, analyze competitor coverage, and even suggest optimized outreach windows. That said, PR is ultimately about volume and resonance. There?ÇÖs a saying ?Ç£Action speaks volumes,?Ç¥ and we believe PR?ÇÖs volume lies in how deeply people remember, repeat, and act upon your message. Over 10+ years, how have you cultivated and retained talent across your Mumbai and UAE offices, and what key attributes do you look for when hiring PR and digital specialists? Culture is our foundation. From day one, Equations has been built on the idea of creating a space that feels like a launchpad, not a cubicle. We?ÇÖve fostered an environment where creativity thrives, ideas are welcomed, and execution is non-negotiable. We believe in ?Ç£people-first, pressure-never.?Ç¥ Over the years, we?ÇÖve transitioned from a traditional media agency to a digital-first, integrated PR hub, especially with the rise of D2C brands who demand agility, visibility, and storytelling at scale. This transformation required not just new tools, but new talent mindsets. In both our Mumbai and UAE offices, we?ÇÖve focused on hiring talent that: Has a ?Ç£hustler mindset?Ç¥ with the ability to multitask across platforms. Thinks strategically and creatively someone who sees content, comms, and commerce as a cohesive funnel. Is digitally literate and understands how PR isn?ÇÖt just about media placements anymore, but also about influencer networks, SEO, and digital brand presence. Embraces AI tools and automation as enablers, not threats. We actively train and upskill our team in using AI-enabled platforms as they adapt with changes which improve productivity, but also allow us to stay ten steps ahead in understanding audience insights. We?ÇÖve cultivated talent through: Mentorship-led leadership over rigid hierarchies. Cross-industry exposure, giving team members a chance to work with everything from fintech to fashion to alco-bev to crypto making them multidimensional professionals. A strong learning loop, where we hold weekly internal huddles to break down case studies, new media trends, or AI integrations. Encouraging ownership and risk-taking from even our youngest hires. That?ÇÖs how we grew with startups. We mirror their spirit internally. As a firm working extensively with VC-backed startups and global D2C brands, we understand that speed, storytelling, and sustainability in strategy is what sets the new PR narrative apart. So, we hire people who think like builders, not just executors. Retention for us is not about perks; it?ÇÖs about purpose. We?ÇÖve seen our team members evolve from interns to leads because they?ÇÖve been trusted with meaningful work, had their voices heard, and been given space to grow. Looking ahead, what new markets, sectors or service lines are Equations PR & Media planning to explore in the next 2-3 years, and what?ÇÖs your long term vision for the company? Since our inception, Equations PR & Media has been deeply embedded in the startup and the SME ecosystem. Our early focus on tech-driven, VC-backed startups allowed us to shape and scale early-stage companies from scratch especially in domains like SaaS, fintech, edtech, healthtech, AR, and VR. As we evolve, we are actively steering our direction towards B2C / D2C consumer brands that are bold, disruptive, and brands who have a purpose. From D2C beauty to consumer gadgets, our aim is to craft mass resonance through relatable and real-time campaigns. With the rapid emergence of AI-led deep tech brands, our agency has already built domain expertise in telling complex innovation stories in simple, impactful ways. We aim to further specialize in PR for AI-first and deep-tech ventures to help them build trust, visibility, and public understanding. On the other side, there?ÇÖs a growing demand for brands that reflect emotional story-telling, values, and purpose. We?ÇÖre preparing to work with lifestyle, fashion, and sustainability-first labels those who are rewriting what culture means in 2025 and beyond. 

Altair Media has been appointed by Miss World Limited as the official Public Relations agency for the 72nd Miss World Festival, scheduled to take place in Telangana from May 7 to May 31, 2025. Bringing together participants from 140 nations, the globally renowned event will serve as a key platform to showcase Telangana?ÇÖs cultural heritage, tourism potential and expanding international prominence.                                                                                                                                                                                                                                The festival is set to attract extensive national and international media coverage, reinforcing Telangana?ÇÖs position as a destination where tradition and modernity converge. With a strong emphasis on safety, seamless connectivity, and world-class infrastructure, the event aims to provide an exceptional experience for visitors while highlighting the state?ÇÖs traditional arts, crafts, and cuisine.In addition, the festival will spotlight Telangana?ÇÖs growing influence in sectors such as healthcare, eco-tourism, and entertainment. A strategic digital campaign and international media collaborations will further enhance the state?ÇÖs global presence, strengthening its reputation as a premier destination for culture and tourism.Julia Morley, CBE, Chairman & CEO of Miss World Limited, expressed confidence in Altair Media?ÇÖs ability to drive global engagement for the event. ?Ç£Altair Media has demonstrated exceptional expertise in managing large-scale international events. Their professionalism and innovative approach were evident during the recent press conference in Telangana, where they seamlessly coordinated media interactions and promotional activities. We are delighted to have them as our PR partner for the 72nd Miss World Festival.?Ç¥Ashwani Shukla, Founder of Altair Media, shared his enthusiasm for the collaboration. ?Ç£We are honored to be entrusted by Miss World Limited as the official PR agency for this landmark event. The 72nd Miss World Festival is more than just a global pageant, it is a transformative platform that will position Telangana as a premier tourism and cultural destination. Our team is dedicated to executing a dynamic and impactful communication strategy that will not only celebrate the essence of the festival but also showcase.?Ç¥Altair Media: A Legacy of Excellence in Public RelationsEstablished 14 years ago, Altair Media has built a distinguished reputation as one of India?ÇÖs leading public relations agencies, known for its expertise in brand communication, media relations, and large-scale event promotions. The agency has successfully executed high-impact PR campaigns across diverse industries, including fashion, entertainment, and corporate sectors.Telangana?ÇÖs Rich Heritage & Modern Aspirations to a Worldwide Audience.The 72nd Miss World Festival is poised to make a lasting impact on the global stage, solidifying its status as one of the most prestigious international events. As it welcomes participants from 140 nations, the festival will celebrate beauty with purpose, cultural diversity, and global unity. With extensive media coverage and a compelling public relations strategy led by Altair Media, the event is expected to captivate audiences worldwide, creating new opportunities for cultural exchange, tourism, and global engagement.

Global creative and communications powerhouse W Communications has strategically partnered with multi-faceted content agency Bellow to launch a new global joint venture: W Productions. Spearheading this initiative will be W Asia, the agency's Singapore-based hub overseeing operations throughout the Asia Pacific region.This collaboration through W Productions will significantly bolster W's content creation capabilities across its international network. The move signifies an acceleration in the agency's evolution from its foundational strength in earned media communications towards offering a comprehensive suite of integrated creative communications and marketing services for both B2B and B2C clients.Singapore-based Bellow, established in 2021 by Shafyq Hameed, former COO of Titan Digital Media, has quickly gained recognition as a creative video agency known for its compelling narratives and innovative visual content that delivers impactful through-the-line campaigns. Their client roster includes prominent brands spanning consumer technology, media groups, property, and consumer lifestyle sectors.The synergy between W and Bellow will allow both agencies to leverage their respective strengths to better serve their combined clientele. This partnership blends W's forward-thinking, culturally attuned marketing strategies with Bellow's content-centric approach."We are incredibly excited about this partnership with Bellow, which represents a significant step in enhancing and expanding our integrated service offerings," stated Robin Chang, APAC General Manager at W Asia. "W Productions will introduce a novel and valuable content production proposition for our clients. As we continue to push the boundaries of innovation and creativity, we aim to deliver exceptional results that positively impact businesses across APAC and beyond. This integrated model not only encourages bold creative synergy but also streamlines costs and accelerates production timelines."Chang further noted that several existing clients are already utilizing W Productions' services. He also highlighted increased interest from both current and prospective clients as the firm explores efficient creative content delivery from a unified budget. Speaking exclusively to PRovoke Media, Chang explained, "This model, offering a compelling blend of creative output and rapid turnaround, has become a highly desirable content solution in today's fast-paced market."Shafyq, founder of Bellow Media, added: "Collaborating with W Communications marks an exciting phase for us as we seek to expand our capabilities and continue producing dynamic content on a global scale. In today's environment, where brands demand high-quality content delivered efficiently and quickly, we are thrilled to partner with W's dynamic global team. Together, we will provide fresh and impactful content solutions for our clients that effectively break through across paid, earned, owned, and shared media platforms."This development follows W Communications' recent launch of Chomp, a disruptive new creative growth agency focused on digital-first communications within the hospitality sector.Embodying W's commitment to fostering entrepreneurship, Chomp is the latest spin-off venture from W's employee-owned structure, empowering internal talent to build industry-leading businesses. Its initial clients include the newest Harry's restaurant, slated to open in Kings Cross this summer.Operating as an independent specialist agency within the W Group, Chomp is specifically designed to address the rapidly evolving needs of the hospitality industry. With a focus on key areas such as TikTok-driven discovery, booking platform optimization, and direct investment in restaurant growth, Chomp offers a data-driven, performance-oriented approach aimed at generating tangible revenue.

PRCA MENA ?Çô the regional arm of one of the world?ÇÖs largest public relations and communications association ?Çô hosted its latest edition of the Leaders Breakfast in collaboration with Media Mantra at the iconic Fouquet?ÇÖs Downtown Dubai.The exclusive gathering brought together a curated group of senior communications professionals for a candid and insightful discussion on leadership, collaboration, and the dynamic evolution of the PR and communications industry.Commenting on the event, Conrad Egbert, Head of PRCA MENA, said:?Ç£In a fast-paced industry like ours, it?ÇÖs important to pause and engage with one another beyond the day-to-day. These breakfasts offer a much-needed space to reflect, connect and share ideas that matter.?Ç¥Udit Pathak, Founder and Director of Media Mantra, added: ?Ç£It was a pleasure to partner with PRCA MENA and bring together such a strong mix of industry voices. Honest, real conversations like these are key to shaping a stronger, more united communications landscape.?Ç¥The PRCA MENA Leaders Breakfast series continues to serve as a vital platform for meaningful dialogue, fostering deeper connections and enhanced collaboration within the region?ÇÖs PR and communications community.

Aditya Vasan Singla, Principal at Astrum, India?ÇÖs first science based specialist reputation management advisory, was appointed as the Co-Chair for the International Communications Consultancy Organisation (ICCO) NextGen Board on March  12, 2025, for a tenure of a year. The NextGen Board 2025 builds on ICCO?ÇÖs ongoing legacy of  research, knowledge-sharing, and professional development. Through its diverse  representation and global vision, the board will help shape how the industry attracts,  develops, and retains talent.  " I feel privileged to be offered this opportunity to collaborate with some of the brightest minds  across the globe to aid the development of the NextGen talent and best practices for the  global public relations industry. I believe it is crucial for us to collaborate and co-create  solutions that push our industry forward, ensuring we are future ready and resilient.?Ç¥ said Aditya  Vasan Singla.  Says Ashwani Singla, Founding Managing Partner of Astrum. ?Ç£ICCO?ÇÖs focus on the NextGen  talent is a step in the right direction to fuel excellence and attract the brightest minds as  practitioners of strategic communications. I am delighted that Aditya is contributing to  advance this laudable objective.?Ç¥  

Adfactors PR has announced the appointment of Rajiv Bhuva as Vice President. With over two decades of experience in business journalism and public relations, Rajiv brings deep expertise in financial reporting, strategic communication, and content development.An MBA in Finance, Rajiv has extensively covered markets, the economy, banking, and alternative investments through his editorial stints at Outlook Business, Business Today, Fortune India, and YourStory.Prior to joining Adfactors PR, he served as Head ?Çô Content and Research at The Good Edge Public Relations, where he led initiatives around intellectual property (IP) creation and strategic advisory.In his new role at Adfactors PR, Rajiv will be responsible for offering strategic counsel, crafting creative communication solutions, and driving team efficiencies.

In a landmark ruling that could reshape the digital advertising landscape, a US federal judge has found Google liable for anti-trust violations, specifically in its control of the online advertising technology market. Judge Leonie Brinkema's decision marks a significant victory for the US Department of Justice (DOJ) and raises the prospect of a potential breakup of Google's lucrative ad business.Key findings:?Çó The court determined that Google illegally monopolized the markets for publisher ad servers and ad exchanges.?Çó Specifically, the Judge found that Google had unlawfully tied its publisher ad server (DFP) and ad exchange (AdX) together.?Çó However, the court did not find sufficient evidence to support the claim that Google monopolized the advertiser ad network market.The DOJ, along with several US states, filed the anti-trust lawsuit against Google, alleging that the tech giant had engaged in anticompetitive practices to maintain its dominance in the digital advertising sector. This case is separate from other anti-trust litigation that Google faces, including those related to its search engine dominance. The case has focused on Google?ÇÖs control over the "ad tech stack" the tools that publishers use to sell add space on their websites, and the tools that advertisers use to buy that space.Implications and next steps:The ruling now moves into the "remedies" phase, where the court will determine how to address Google's violations. The DOJ is pushing for a significant restructuring of Google's ad tech business, potentially including the forced sale of key assets like Google Ad Manager.?Çó Experts say that potential remedies could include forced divestitures of some of Googles ad tech assets, or regulations put in place to ensure more fair competition.?Çó The ruling has brought forward discussions about the potential for significant changes to the way that online advertising functions.The ruling has sent ripples throughout the digital advertising industry, with many publishers and advertisers closely watching the outcome of the remedies phase. There are concerns that any disruption of Googles ad tech could have negative impacts to the online advertising ecosystem.This ruling is the latest in a series of legal challenges that Big Tech companies are facing, as regulators increasingly scrutinize their market power.

With over two decades of experience spanning both agency and client-side roles, Gita Ghaemmaghami, Leader, Communications & PR, LIXIL IMEA, has navigated the dynamic world of corporate communications with strategic insight and creative flair. From leading award-winning campaigns to spearheading regional storytelling across culturally diverse markets, her journey reflects the evolving role of communication in building brand equity and business value. In this conversation, Gita Ghaemmaghami shares key milestones that shaped their approach, lessons from high-impact campaigns, and their perspective on the future of communication leadership in a rapidly changing landscape.Your career spans over 20 years across diverse sectors, from client-side roles to agency leadership. What pivotal moments or experiences shaped your approach to corporate communication and branding?I've had the privilege of working across the full spectrum of communications from agency to client-side and now leading regional efforts. A pivotal moment for me was moving from the agility of agency life to a leadership role on the client side at Sony Mobile. That transition sharpened my understanding of how communications directly influence brand equity, commercial goals, and internal alignment. More recently, my current role leading PR and Communications at GROHE across IMEA (India & Subcontinent, Middle East and Africa) has deepened my appreciation for localized storytelling. Communicating across such a culturally and economically diverse region has reinforced the importance of relevance, consistency, and empathy in brand messaging.You have led and implemented highly successful, award-winning campaigns. Can you share a campaign that was particularly challenging yet rewarding, and what key takeaways you gained from that experience?One campaign that stands out was the regional launch of Xperia smartphones across the Middle East and Africa. It involved managing a fully integrated 360?? communications strategy across seven key markets, multiple agencies, and stakeholders on a tight timeline. The complexity was high, but so were the rewards - a 30% uplift in brand awareness and an increase in brand preference. It was a testament to how cross-functional coordination, tailored messaging, and strategic influencer engagement can work in harmony. The key takeaway for me was that planning is vital, but agility and cultural sensitivity are what drive success in regional campaigns.With over 20 years in corporate communication and PR, how do you see the role of communication leaders evolving in the next five years?Communication leaders are no longer just message crafters; they're becoming strategic advisors at the leadership table. In the next five years, I see the role expanding into areas like stakeholder engagement, ESG communications, and employee advocacy, all while navigating an increasingly polarized media environment. The ability to manage complex reputational issues, lead with transparency, and connect emotionally with audiences internally and externally will define the next generation of communications leadership.In an era where data-driven decisions dominate, how do you strike a balance between creativity and analytics in crafting compelling brand narratives?Creativity and data should work in tandem. Data tells us what resonates and with whom, while creativity gives the story life and emotional weight. At GROHE brand part of LIXIL, we use insights to shape the foundation of our narratives, audience behavior, platform trends, and sentiment analysis; however, the story is brought to life through human connection. That?ÇÖs the part data can?ÇÖt replicate. It's the emotional thread that builds trust, drives engagement, and ultimately influences perception.What key strategies have you found most effective in handling crisis communication, especially with the rapid spread of misinformation on social media?Preparation is key. We maintain a detailed crisis management framework that includes scenario planning, rapid response guidelines, and media training for senior leaders. In today?ÇÖs fast-moving digital environment, timing is everything; misinformation spreads quickly, so a clear, consistent, and timely response is essential. We?ÇÖve also found that direct engagement on social media platforms, where appropriate, combined with proactive communication across trusted channels, helps mitigate reputational risk effectively.With the rise of AI, influencer marketing, and social media, how do you see the traditional PR model adapting to stay relevant and impactful?Traditional PR is evolving, no longer confined to press releases and media relations. Today, it's about creating meaningful, multi-touchpoint engagement. AI is helping us analyze sentiment and personalize content, while influencer marketing allows for more authentic, peer-to-peer communication. What keeps PR impactful is its foundation in trust and credibility. The future belongs to professionals who can integrate data, technology, and creativity while keeping storytelling at the core.What advice would you give to aspiring communication professionals who want to build a strong, future-proof career in PR and branding?Be endlessly curious and stay adaptable. Learn beyond your immediate role, understand data, trends, culture, and tech. But never lose sight of the fundamentals - clarity, empathy, and strategic thinking. Build relationships, not just contacts. And remember, while tools and channels may change, the ability to craft a story that moves people, that's your superpower.

PRCA MENA ?Çô the regional arm of the world?ÇÖs largest professional PR association ?Çô has announced the winners of the PRCA MENA Young Lions PR Competition 2025: Raneem Saleeh and Youssef Yammine from Burson, for their powerful and purpose-driven campaign titled ?Ç£Believe in your 2.5%.?Ç¥The winning team clinched the top spot after a competitive final round held on 15 April, where six shortlisted teams presented their ideas to a distinguished jury comprising industry leaders from across the MENA region. Their campaign stood out for its strategic creativity, thoughtful storytelling, and strong alignment with this year?ÇÖs humanitarian theme.The jury for the final round included:?Çó Ahmad Itani, Chair of PRCA MENA Advisory Board and Founder & CEO, Cicero & Bernay Communication Consultancy?Çó Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations, Al-Futtaim Automotive?Çó Louise Jacobson, Managing Partner, Brazen MENA?Çó Raefah Makki, Head of Individual Giving & Campaigns, UNHCR?Çó Sophie Simpson, Managing Director & Founder, Ruder Finn AttelineThis year?ÇÖs brief was developed in collaboration with UNHCR, the UN Refugee Agency, and challenged participants to craft a compelling campaign that raises awareness and drives advocacy for displaced communities across the region.As winners, Raneem and Youssef will go on to represent the MENA region at the Cannes Lions International Festival of Creativity in France this June.Conrad Egbert, Head of PRCA MENA, commented:?Ç£It was a tough decision for the jury; each campaign was impactful, innovative, and deeply rooted in purpose. Congratulations to Raneem and Youssef from Burson for their exceptional work?Çöwe can?ÇÖt wait to see them shine at Cannes.?Ç¥Raefah Makki, Head of Individual Giving & Campaigns at UNHCR, added:?Ç£This year?ÇÖs partnership with PRCA MENA was a significant step in leveraging the power of communication to amplify the voices of displaced people. ?ÇÿBelieve in your 2.5%?ÇÖ captured that vision beautifully, and we are excited to see how it resonates on a larger stage.?Ç¥The 2025 competition saw participation from 46 young professionals representing 12 leading agencies across the region, including: Action Global Communications, BPG Group, Burson, Cosmopole Consultancy, Current Global MENAT, Gambit Communications, Houbara Communications, Memac Ogilvy, Saatchi & Saatchi Qatar, Seven Media, The Romans, Weber Shandwick MENAT.

ON PURPOSE, a creative consultancy with a mission to use communication for social change, has been appointed as the agency on record for Central Square Foundation (CSF), a non-profit organisation working to ensure quality school education for all children. Following a competitive multi-agency pitch, ON PURPOSE will drive CSF?ÇÖs strategic communications to amplify its initiatives and impact. With this partnership, ON PURPOSE will play a pivotal role  in advancing CSF?ÇÖs vision for systemic change in India?ÇÖs education landscape, through the key pillars of: Foundational Learning and Numeracy (FLN) for critical learning skillsAccessible edtech solutions for allEarly childhood education for school-readinessImproved school governance to benefit students, parents and educators alike Girish Balachandran, Founder & CEO at ON PURPOSE, said, ?Ç£This marks our second collaboration with CSF, reaffirming our shared commitment to shaping conversations and driving systemic change in India?ÇÖs education sector. We?ÇÖre thrilled to partner with them again, an inspiring, mission-driven organization leading the charge to ensure every child has the opportunity to thrive.?Ç¥Romonika D Sharan, Director, Policy & Communications, Central Square Foundation, said, ?Ç£Finding a partner who understands the urgency of systemic reform and the transformative power of early learning was essential. ON PURPOSE brings the right expertise, experience, and a deep understanding of our mission and landscape, making them the ideal collaborator to drive these critical conversations. We look forward to co-creating strategies that deliver lasting impact and improve learning outcomes for every child in India..?Ç¥ Over the past five years, CSF has been an instrumental force in advancing  foundational literacy and numeracy through the NIPUN Bharat Mission, driving systemic improvements in education nationwide. Active in 14 states, with a focused FLN agenda in 11, CSF partners with state and national governments and key stakeholders to enable system-led reforms for better learning outcomes. ON PURPOSE will support CSF with strategic outreach and building salience urgency around FLN and school governance reforms as urgent priorities for India?ÇÖs education system. 

The Public Relations Consultants Association of India (PRCAI) has announced the guidelines for its upcoming elections, scheduled to culminate at the Annual General Meeting (AGM) on May 2, 2025. This election will determine the composition of the Managing Committee (MANCOM) and the Extended Executive Committee (EXCOM) for the term 2025-2027.In a significant move to align with the evolving communications landscape, PRCAI has revised the nomenclature of select MANCOM positions and introduced a new EXCOM role, reflecting the association's commitment to driving progress in key areas. The EXCOM will now include five National Program Chairs:?Çó National Chair, Talent and Academia Connect?Çó National Chair, Growth and Standardization of Industry Process?Çó National Chair, Marketing Communication and Global Network?Çó National Chair, Learning and Thought Leadership?Çó National Chair, Public Affairs and Advocacy (New)Candidates for MANCOM positions (President, Vice President, and Associate Vice President) must possess a minimum of 18 years of experience in public relations and related fields. National Chair candidates require at least 15 years of experience. All elected members are expected to commit a minimum of 10 hours per month to their roles.Key election guidelines include:?Çó Only Prime and Affiliate members are eligible to vote.?Çó Each Prime member firm can nominate one candidate per position.?Çó Term limits apply, with a maximum of two consecutive terms in the same position.?Çó Regional participation is encouraged to ensure diverse representation.?Çó PRCAI also will appoint an Hon?ÇÖ Council Chair from the associate/institutional member pool, to represent the corporate communications sector.The election process will be overseen by an appointed auditor and the CEO. The Constitutional Advisory Committee (CAC) will play an advisory role and conduct half yearly reviews with the elected MANCOM.Important Dates:?Çó Notice for AGM and Elections: Wednesday, April 2, 2025, 12:00 PM?Çó Last Date for Nominations: Tuesday, April 15, 2025, 12:00 PM?Çó Lists of Nominees Revealed: Wednesday, April 16, 2025, 5:00 PM?Çó Withdraw Nominations: Friday, April 18, 2025, 5:00 PM?Çó Final Nominees & Voting Period: Monday, April 21, 2025 ?Çô Friday, May 1, 2025?Çó Voting Closed: Thursday, May 1, 2025, 5:00 PM?Çó Announcement of New Committee: Friday, May 2, 2025, at the AGM.

Strategic Growth Advisors (SGA) India?ÇÖs fastest-growing fully integrated communications consultancy firm, announced the elevation of Kevin Shah to the role of Managing Director. Previously Executive Director, Kevin has been at the helm of SGA?ÇÖs growth journey, playing a pivotal role in the firm?ÇÖs evolution from a leading investor relations advisory firm to a full spectrum communication powerhouse.With a thoughtful blend of vision and understanding of the communications ecosystem, Kevin has helped redefine the firm?ÇÖs trajectory. Under his leadership, SGA has successfully expanded its service portfolio by adding three significant verticals ?ÇöCorporate Reporting, Public Relations, and Brand & Design, each of which has grown into a strong pillar and contributing significantly to the overall business.His ability to bring client-first approach, drive change and empower teams has earned SGA the trust of marquee brands across sectors.Kevin represents a new generation of leadership ?Çö open to fresh ideas, autonomy to each SBUs and unafraid to challenge convention. As he takes on this new role, SGA stands at the cusp of an exciting new chapter, with plans to strengthen existing capabilities while venturing into new frontiers of integrated communications.With a strong and passionate team backing his vision, the firm is well-positioned to accelerate its growth and deliver superior value to clients in a rapidly evolving business landscape.Speaking on Kevin?ÇÖs elevation, Samir Shah, Founder & Chairman of SGA said, ?Ç£Kevin?ÇÖs elevation marks a significant milestone in SGA?ÇÖs journey of evolution and growth.  It reflects the trust he has earned and the value he has brought to the organisation over the last 13 years?Ç¥.?Ç£As Kevin takes charge in his new role, the road ahead for SGA is filled with optimism and opportunity. With a leadership style rooted in empathy, purpose, and performance, he is committed to building on the foundation laid over the last 15 years, strengthening culture, driving innovation, and delivering consistent value to clients.Backed by a passionate and forward-thinking team, SGA is ready to scale new heights and continue pushing the boundaries of integrated communications. The firm remains anchored in its core values while staying agile in a dynamic landscape, ready to adapt, evolve, and lead, ?Ç£Chairman added.Commenting on his new role Kevin Shah Stated: "Stepping into the role of Managing Director at SGA is both an honour and a profound responsibility. From the early days of the firm, my journey has been one of continuous learning and growth, guided by the principles instilled by my father and the collective wisdom of our team?Ç¥.???Ç£Our evolution from a specialized investor relations advisory to a full-spectrum communications powerhouse is a testament to our own learning, collective efforts and unwavering dedication to growth and value addition. As I embark on this new chapter, my focus will be on nurturing people, deepening client partnerships, and driving innovation across our service offerings. Together, we will strive to uphold SGA's legacy of excellence in the communications landscape,?Ç¥ Kevin Shah added.

KPMG in India has announced the appointment of Sudeep Biswas as its new Lead - Media Relations. This promotion recognizes Biswas's extensive experience and significant contributions to the firm's communications strategy over the past decade.Biswas brings over 18 years of robust experience in the Corporate Communications domain to his new leadership role. He first joined KPMG in 2014, taking on the position of Assistant Manager within the Marketing and Communications department. His consistent dedication and strategic acumen have paved the way for this well-deserved elevation.Prior to his tenure at KPMG, Biswas honed his expertise in media relations and corporate communications through significant roles at prominent communications consultancies including Adfactors PR, Torque Communications, and Image Inc. His diverse background across agency and in-house roles equips him with a comprehensive understanding of the media landscape and the nuances of corporate messaging.

Mercedes-Benz, the country's most desirable luxury car maker, today announced its  partnership with Adfactors PR, India's premier communications consultancy, for managing the company?ÇÖs  communications mandate in India. Following a rigorous multi-agency evaluation process, Adfactors PR has  secured the mandate, effective April 1, 2025.  Under this partnership, Adfactors PR will drive Mercedes-Benz India's integrated communications programme,  encompassing the brand's coveted product portfolio, corporate narrative, and corporate citizenship initiatives.  Santosh Iyer, Managing Director & CEO, Mercedes-Benz India commented, "As the most desirable luxury car maker  in India, Mercedes-Benz?ÇÖs communication to our discerning customers and multiple stakeholders has been  passionate, reflecting the brand?ÇÖs iconic luxury positioning and unparalleled desirability in the Indian market.  Mercedes-Benz is transitioning to an exciting future, introducing new cars having exceptional aesthetics,  technological innovations and integrated sustainability. We are glad to welcome Adfactors PR as our  communications partner, to collaborate and contribute to our unique brand and sustainable luxury narrative."  Adfactors PR Co-Founder and Chairman Rajesh Chaturvedi said, "Partnering with Mercedes-Benz India represents  a significant milestone for us. The iconic three-pointed star symbolises not just luxury, but engineering excellence,  technological innovation, and a relentless pursuit of perfection. Our specialist mobility practice combines deep  automotive sector knowledge with cutting-edge communications strategies to enhance brand resonance among  discerning luxury consumers. We are committed to amplifying Mercedes-Benz India's leadership position in  sustainable luxury mobility that perfectly aligns with India's dynamic luxury market."  Mercedes-Benz continues to dominate India's luxury automotive segment with its progressive strategy of  introducing global innovations tailored for the Indian market, while reinforcing its commitment to sustainable  luxury mobility through local manufacturing and an accelerated electric vehicle roadmap for the conscious Indian  luxury consumer. The Three-Pointed Star remains the most aspirational luxury car maker in India with a tailored  customer experience strategy. 

W Communications has introduced Chomp, a bold new creative growth agency tailored to meet the evolving needs of the hospitality industry. Positioned within the W Group but operating independently, Chomp is designed to deliver digital-first communications strategies that prioritise real-world revenue growth.The agency will focus on four core areas: TikTok-driven discovery, booking platform optimisation, direct investment in restaurant growth, and performance-led marketing. Backed by a data-driven approach, Chomp aims to help hospitality brands remain visible, relevant, and profitable in a highly competitive digital landscape.Chomp is the latest entrepreneurial venture to emerge from W?ÇÖs employee-owned structure, which empowers internal talent to launch and lead innovative businesses. Spearheaded by hospitality PR and digital specialists Kara Buffrey and Thuli Weerasena, the agency has already secured major clients including the upcoming Harry?ÇÖs restaurant in King?ÇÖs Cross.W Communications has a strong track record of supporting both internal ventures and external hospitality brands. From nurturing startups like MEATliquor and Pizza Pilgrims to advising established names such as Soho House and Caprice Holdings, the agency has played a significant role in shaping the global food and hospitality landscape.Through Chomp, W continues its commitment to fostering innovation and driving measurable business outcomes. The launch marks a new chapter in hospitality marketing?Çöwhere creativity, technology, and commerce converge to fuel long-term success.

Gen Z isn't just disappointed with society; they're deeply aggrieved, leading to widespread distrust in government, businesses, media, and brands. Edelman's "Gen Z & Grievance" report, based on a global survey of over 33,000 people, reveals this mounting frustration.A significant 58% of Gen Z feels moderately or highly aggrieved, driven by fear and insecurity. Safety and security are paramount concerns for 72%, while 37% fear job loss?Çöthe highest among all generations. Compounding this, 39% experience constant future uncertainty.This grievance translates to resentment against institutions perceived as failing them. In the US, a staggering 50% of Gen Z has "very little" trust in Congress, with only 3% expressing "great deal" of trust. Similarly, in the UK, 58% trust social media from friends as much as, or more than, traditional media.Brands aren't spared either. While 58% of brand leaders believe they meet social responsibility expectations, only 15% of Gen Z consumers agree. Yet, 72% want brands to actively address social issues, demanding action over mere words.Adding to the tension, 66% of Gen Z believes leaders and media are deliberately misleading them. Alarmingly, 53% consider "hostile activism," including online attacks and violence, acceptable for change.To address this, brands are advised to consistently provide Gen Z with safety, security, and future opportunities. Incorporating hope and humour, and fostering community and connections, are also crucial strategies.

As Value 360 Communications advances toward its planned IPO, the firm has strengthened its leadership with the appointment of Naina Bhalla as Executive Vice President ?Çô Growth & Strategy. Based in Mumbai, Naina will lead Western India operations and drive growth initiatives across key markets, contributing to the company?ÇÖs next phase of scale.With over 20 years of experience at global firms including GCI Health, Weber Shandwick, Madison PR, and Burson, Naina brings deep strategic expertise and a proven track record in managing complex communications mandates for global brands such as Pfizer, GSK, Merck, Marriott, PUMA, Colgate, HUL, and Swarovski.Kunal Kishore, Group CEO & Co-Founder, V360 Group, said: ?Ç£At V360 Group, we?ÇÖre building a collective of future-facing companies that redefine how brands communicate, create, and connect. Value 360 Communications is at the forefront of this transformation?Çöscaling both its impact and ambition. As we continue to engineer our ongoing period of hypergrowth, we recognise that our intellectual capital is the cornerstone of our continued success. Welcoming a luminary of Naina?ÇÖs calibre represents a bold, strategic move that will add to our expansion blueprint. Her insight-driven strategies have redefined several campaigns, making her an invaluable addition to our leadership team.?Ç¥At Value 360, Naina will lead cross-regional growth strategies while deploying platform-driven, stakeholder-specific solutions powered by analytics. While anchoring Western operations from Mumbai, her strategic expertise will extend nationally, driving Value 360?ÇÖs growth momentum across high priority markets. She will also play a key role in strengthening client relationships and scaling capabilities across sectors.Naina Bhalla said, ?Ç£Joining Value 360 Communications at this inflection point in its journey represents an exciting convergence of vision and opportunity. My leadership philosophy ?Çô centred on building scalable communications frameworks that supports the multiple business objectives of our client portfolio, is absolutely in sync with the firm?ÇÖs proven approach. I?ÇÖm excited to work alongside our exceptional talent to build a team that champions innovation, fuels business growth and consistently upholds communication excellence.?Ç¥The announcement comes as Value 360 continues to onboard high-impact clients including Kia Motors, Digi Yatra, Skoda, Aston Martin, ResMed, Tata Motors, and Pernod Ricard. The firm is also expanding its creative and tech ecosystem through its group entities?ÇöPopkorn (creative & media) and ClanConnect (influencer-tech platform).With a strong leadership bench and a clear growth vision, Value 360 is poised to become India?ÇÖs most future-ready communications firm as it moves towards its IPO milestone.

Relevance International, a public relations and communications agency specializing in the real estate, design, hospitality, and luxury lifestyle sectors, has expanded its global presence by establishing a new office in Dubai. This strategic move strengthens the agency's international footprint, complementing its existing offices in New York, London, and Los Angeles.The Dubai office will serve as a central hub for Relevance International's operations throughout the Middle East and surrounding regions, enabling the agency to provide enhanced on-the-ground support to its clients.Why the UAE??Çó Regional Hub: o The Dubai office is designed to anchor the agency's regional operations, facilitating closer client relationships and more effective service delivery within the dynamic Middle Eastern market.?Çó Leadership: o Hannah Burden has been appointed Director of Public Relations for the Dubai office. She brings nearly 20 years of experience to the role, including extensive work in the Middle East, and experience from her time at Edelman Dubai, and Dubai Airports.?Çó Strategic Growth: o This expansion reflects Relevance International's commitment to responding to the increasing demand for its specialized services in the rapidly evolving Middle Eastern market.?Çó Client Focus: o The agency aims to leverage its expertise to support clients seeking to make a significant impact in the region, focusing on sectors such as luxury real estate, design, and hospitality.?Çó Regional Market: o The Middle East market is a growing area for luxury goods, and for large real estate developments, making it a very strong market for a company like Relevance International.This move underscores Relevance International's dedication to providing tailored communications strategies and driving global awareness for its esteemed clientele.

The PR Group (PRG), a leading regional communications consultancy specializing in technology and innovation, has been named the exclusive communications partner for the 4th edition of Founders Forum Group?ÇÖs flagship event, Founders Forum Asia.PRG will play a crucial role in amplifying the impact of Founders Forum Asia across the region, with Singapore serving as the host city. This prestigious, invite-only event will feature a keynote address by Singapore?ÇÖs Deputy Prime Minister, Heng Swee Keat, highlighting the nation?ÇÖs strong support for the innovation ecosystem. The long-term partnership will also see PRG extending its communications support to other key Founders Forum events in Singapore, including the DeepTech Forum and the FoundersFamily Office Forum Asia.Founders Forum Asia 2025 aims to bring together Asia?ÇÖs top entrepreneurs, investors, corporate leaders, and government officials to foster networking and collaborative discussions on emerging tech trends, including the evolution of AI, fintech, and more. As part of this collaboration, PRG will provide strategic communications, media engagement, and thought leadership support. Leveraging its deep expertise in supporting high-growth startups with market expansion, PRG aims to elevate the profiles of Asia?ÇÖs promising entrepreneurial ecosystem, promoting groundbreaking ideas and insights to a global audience.?Ç£Platforms like Founders Forum Asia are essential for entrepreneurs, investors, and business leaders to understand how they can navigate the complexities of today?ÇÖs economic and geopolitical landscape,?Ç¥ said Melissa Shawyer, Founding Director at PRG. ?Ç£With our established presence in Singapore and the wider region, we are acutely aware of the shifting market dynamics, emerging technologies, and cross-border opportunities. We have a long-standing passion for supporting the startup ecosystem, and the strong synergies we share with Founders Forum Group make this partnership both exciting and truly meaningful for Asia?ÇÖs entrepreneurial community.?Ç¥With a decade of experience supporting startups, scale-ups, and technology leaders, PRG helps founders navigate global expansion, build credibility in new markets, and accelerate business growth. By partnering with Founders Forum Asia, PRG is reinforcing its commitment to connecting ambitious founders with key stakeholders, ensuring their innovations receive the visibility and recognition they deserve.Carolyn Dawson, CEO of Founders Forum Group, added, ?Ç£Asia?ÇÖs tech ecosystem is thriving, and each year we witness groundbreaking innovations as we connect Southeast Asian founders with international opportunities and bring our global community to the APAC region through Singapore. Singapore is the ideal hub for us in APAC, offering a dynamic environment for entrepreneurship and collaboration. Partnering with PRG, which has strong regional roots and expertise across the startup ecosystem, allows us to enhance our impact within this unique tech landscape.?Ç¥All Founders Forum events are designed to unite trailblazing innovators, creating an ideal environment for collaboration. This year?ÇÖs discussions will address current trends, including Asia?ÇÖs consumption patterns, the impact of US geopolitics on Asia?ÇÖs AI ecosystem, and other pressing issues affecting the community.

9Yards Communications (UAE), widely recognized as ?Ç£The Capital?ÇÖs Agency,?Ç¥ has announced the signing of a strategic cooperation agreement with Guangdong Advertising Group Co., Ltd. (GIMC) ?Çô China?ÇÖs foremost integrated marketing group. This partnership marks a significant step in expanding both agencies?ÇÖ global reach and collaborative potential.Bringing together two industry leaders from MENA and Asia, the alliance is poised to deliver deeper regional insights and a broader international footprint in strategic communications, creative storytelling, digital innovation, and cross-border marketing.Under the agreement, 9Yards and GIMC will jointly offer a comprehensive suite of services, including advertising, public relations, media buying, multimedia production, influencer and digital marketing, performance-driven campaigns, and big data-powered insights.GIMC ?Çô China?ÇÖs Integrated Marketing GiantFounded in 1979, GIMC is China?ÇÖs first and largest publicly listed advertising and integrated marketing communications group. GIMC is known for its prowess in media strategy, digital transformation, branded content, and scenario-based marketing. The group has spearheaded global campaigns for renowned brands such as Audi, Toyota, BYD, Chery, Huawei, Alibaba, TikTok, XPENG, Transsion, and IHG.9Yards Communications ?Çô Driving ?Çÿ4D Communications?ÇÖA part of NG9 Holding ?Çô a collective of forward-thinking companies based in the UAE capital ?Çô 9Yards Communications is one of the fastest-growing agencies in the Middle East. 9Yards is distinguished by its proprietary ?Çÿ4D Communications?ÇÖ approach, which moves beyond conventional 360?? marketing. It emphasizes depth, direction, dialogue, and data to foster lasting, meaningful engagement between brands and their audiences. The agency proudly partners with influential entities such as the Abu Dhabi Sports Council, Audi, and Hilton Abu Dhabi ?Çô Yas Island.Commenting on the partnership, Hussam Almulhem, Founder and CEO of 9Yards Communications, said: ?Ç£This partnership with GIMC represents a key gateway into China ?Çô undeniably one of the world?ÇÖs most dynamic and influential markets.GIMC?ÇÖs industry leadership, scale, and digital marketing expertise make them the perfect partner for our international ambitions. Together, we will craft impactful cross-border brand stories ?Çô locally resonant, globally relevant.?Ç¥Liao Hao, CEO of GIMC, added: ?Ç£We are thrilled to collaborate with 9Yards Communications, a trailblazing agency in the Middle East.This partnership marks a new chapter in our global expansion journey and will empower our clients to access untapped growth opportunities across the Gulf region and beyond.?Ç¥This landmark collaboration will enable both organizations to share strategic planning resources, strengthen creative capabilities, and enhance market execution. The partnership also aims to integrate deeply across both media ecosystems, facilitating two-way cooperation ?Çô supporting Middle Eastern brands entering China and Chinese brands expanding into the Middle East.

The Middle East Public Relations Association (MEPRA) is set to host its annual UAE Leadership Majlis in Abu Dhabi on May 29th, a pivotal event designed to convene industry leaders and experts for critical discussions on the evolving landscape of communications.This year's Majlis focuses on "navigating change and shaping the future of communication," a theme particularly relevant in a region undergoing rapid digital transformation and economic diversification. The event will provide a platform for senior professionals to share insights, best practices, and strategic perspectives on the challenges and opportunities facing the communications industry in the UAE and wider Middle East.Key aspects of the event and its potential impact include:?Çó Strategic Dialogue: The Majlis facilitates high-level dialogue among industry leaders, fostering collaboration and knowledge sharing.?Çó Future-Focused Insights: Discussions will center on emerging trends, technological advancements, and evolving communication strategies, equipping attendees with the tools to navigate future challenges.?Çó Regional Relevance: The event's focus on the UAE and the broader Middle East addresses the specific needs and challenges of the region's dynamic communication landscape.?Çó Networking Opportunities: The Majlis provides valuable networking opportunities for professionals to connect with peers, build relationships, and expand their industry knowledge.?Çó Industry Standards: MEPRA plays a key role in setting and promoting professional standards within the Middle East's communication industry. These events help to elevate the overall quality of PR and communications practices in the region.?Çó Abu Dhabi's growing importance: Holding the event in Abu Dhabi reinforces the city's increasing role as a hub for business and communications in the region.By bringing together leading voices in the industry, the MEPRA UAE Leadership Majlis aims to contribute to the development of a robust and forward-thinking communication sector in the Middle East. For detailed information and registration, interested parties can access the provided link.

After nearly 10 years in the region, Ruder Finn Atteline, formerly Atteline, strengthens its proposition as the MENA arm of Ruder Finn with local insight and global capabilities. With a fresh brand identity and newly designed logo combining Ruder Finn?ÇÖs 75 years of global expertise alongside Atteline?ÇÖs hallmark creativity and culture, the integrated communications agency is now gearing up to set a new pace for the decade ahead.Aligning with its global ?ÇÿWhat?ÇÖs Next?ÇÖ positioning ?Çô a commitment to always remaining one step ahead of industry trends and leading with a data-driven, digital-first, early-adopter mindset ?Çô Ruder Finn Atteline is now doubling down on enhancing client experiences and innovatively empowering employees.As part of this vision, Ruder Finn Atteline is preparing to launch its Content Hub, a first-of-its-kind platform for the region to prioritize authentic storytelling in an era increasingly dominated by AI-generated content. This move aligns with the ongoing expansion of its Digital Division, ensuring that both verticals work in tandem as integral components of the integrated communications ecosystem.The dual-headquartered agency in MENA is also bolstering its leadership team within its Consumer and Corporate Divisions, with three seniors having been made accordingly. These efforts are being made to support growth with unity, boost leadership abilities, and further broaden the agency?ÇÖs capabilities to meet the evolving demands of the market.Kathy Bloomgarden, CEO of Ruder Finn, commented: "As the communications landscape shifts amidst AI advancement and ongoing innovation, staying ahead means embracing change with bold thinking and innovative solutions. This is exactly what the integration of Atteline and Ruder Finn achieves. We have united a powerful combination of global expertise and regional creativity, positioning us to deliver next-generation strategies tailored for MENA. With a strong foundation in digital, data, and AI-driven storytelling, Ruder Finn Atteline is poised to help clients navigate what?ÇÖs next ?Çô not tomorrow, but today.?Ç¥Sophie Simpson, Managing Director of Ruder Finn Atteline ?Çô MENA, commented: ?Ç£Continually pioneering the future of communications for the past seventy-plus years, Ruder Finn has evolved into one of the world?ÇÖs largest independent agencies today. As Ruder Finn Atteline, we maintain the core elements ?Çô creativity and culture ?Çô that have brought us success for almost a decade, whilst offering the global expertise and know-how of Ruder Finn. This evolution uniquely positions us as a center of thinking for growth to build an agency of the future; one where data-driven insights, creativity, and technology-driven strategies lead the way.?Ç¥Leveraging Ruder Finn?ÇÖs global tech capabilities, namely its Tech Lab, Ruder Finn Atteline is integrating advanced solutions to boost both internal operations and external offerings. In addition to introducing new divisions, and bolstering existing ones, the agency is also strengthening its Sonar and Crisis Communications offerings, recognized as among the agency?ÇÖs most impactful services. Building on this strong foundation, the agency is expanding its expertise into the Sports & Entertainment and Automotive & Travel & Tourism sectors. With this strategic evolution, Ruder Finn Atteline is equipped to set new regional benchmarks in the years ahead while further establishing itself as a pioneer for integrated communications in MENA.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success.The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes.With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive interaction with Adgully, Rajiv Banerjee, Head of Communication ?Çô India & South Asia at Standard Chartered Bank, shares insights on the evolving role of corporate communications. Drawing from his extensive experience across organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, and his editorial roots at Brand Equity, The Economic Times, Banerjee discusses how digital transformation is reshaping communication strategies, the value of media storytelling, and the importance of humanizing financial brands, especially when addressing topics like financial inclusion and economic disparity.As a corporate communication leader, what is the primary focus of the mandate?As a corporate communication professional, I see myself as a communication and reputation counsel to the brand. In this context, it is important to follow and practise ?Çÿintegrated communication?ÇÖ, which is a combination of external communication, internal communication and social media. The overarching umbrella of ?Çÿintegrated communication?ÇÖ involves storytelling and narrative building, keeping in mind a 360-degree perspective. And it holds true for managing any potential reputation issues facing the brand.With your extensive experience in corporate communications across leading organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, how have you seen the role of corporate communications evolve over the years, especially in the context of digital transformation?I believe, the core of communication remains unchanged and that?ÇÖs storytelling. What has evolved over years are the means or platforms to narrate the story of the brand. Over time, platforms have evolved, like for example, digital. Today, there are multiple platforms on digital and social media for owned and earned media that complement the conventional means of acquiring visibility for the brand. Right from social media to pod-casts, blogs to websites; there are numerous platforms available, both for brands as well as for the media industry. In this context, it is important for brands to choose the platforms that are most appropriate, to reach their target audience and enhance visibility. Spray and pray does not work. Precision targeting is more likely to fetch the desired results.As a former Editor, you have a deep understanding of brand and media narratives. How has your journalistic background influenced your approach to corporate communications, particularly in terms of media relations and content strategy?As a journalist my job entailed covering sectors and reporting on them. It involved storytelling. When I switched to corporate communication, the aspect of storytelling continued, albeit for the brand I represented. So, you can say, storytelling is the common thread that continues across journalism and corporate communication. Media relations and content go hand-in-hand. You cannot hope to get a particular media interest (no matter how good a relationship you have with him or her) if you don?ÇÖt have a compelling story to share.Having worked in both editorial and corporate communications roles, how do you see the relationship between media and corporate communication teams evolving in the future?As a former journalist and now a communication professional, I have seen both sides of the fence. The relationship between media and corporate communication, in my mind, is not adversarial but symbiotic. Both sides stand to benefit in this relationship. Corporate communication and PR professionals need to view this relationship not as a one-off transaction, but as a long-term strategic investment. Just like remaining invested in SIPs fetches returns in the long run, the same holds true when it comes to engaging and developing long term relationships with the media fraternity. For the media, sure, there could be some minor hiccups from the other side, but the endeavour from the communication fraternity is to always help value-add and enrich.With the increasing role of digital and social media in shaping public perception, how do you manage crisis communications, particularly when dealing with real-time news and customer concerns on social platforms?Reputation management today is very dynamic, particularly with real-time information dissemination platforms like social media and digital, playing a critical role. Customers also have impactful channels like social media to voice out both their praise for and grievances against brands. We have seen enough instances of a customer grievance amplifying into a full-blown reputation issue for brands. In my view, crisis communication involves real time monitoring of the conversations taking place on say, the social media, understanding the narrative that?ÇÖs shaping up in the mainstream media, updating key internal stakeholders and finally ensuring a clear articulation of a brand's perspective or point of view.In your experience, how important is it for financial institutions to engage in storytelling and humanize the brand in their communications, especially when addressing sensitive topics like financial inclusion and economic disparity?Irrespective of the sector or business segment, storytelling is central to brand building, be it through marketing or PR. Banks and financial institutions have used storytelling to educate, impart knowledge and create awareness among customers and society. Educating the public to remain vigilant and not fall prey to cyber frauds is a good example of how storytelling has been used by banks and financial institutions on an important subject like cyber-security. Likewise, financial inclusion is another area in which storytelling has played a pivotal role. Storytelling is an integral part of our lives, personnel and professionals. As long as there are stories, there will be storytelling. It has been so over many millennia and will continue in the coming time.

Burson, the global communications leader purpose-built to create value for clients through reputation, recently published a global report on Gen Z adults?ÇÖ attitudes toward health, Gen Z: Calling for Healthcare Connection and Change. The report?ÇÖs India-specific findings offer interesting insights into Gen Z?ÇÖs perceptions and preferences related to healthcare services and providers. Gen Z is redefining health and wellness, prioritising preventive care like never before. With access to digital health tools, personalized wellness plans, and mental health resources, they are making informed decisions about their well-being. Their emphasis on self-care, technology-driven health management, and demand for transparency from healthcare providers reflects a shift toward a more engaged and empowered approach to personal health. The report?ÇÖs key findings include: Positive outlook on healthcare: Nearly four in five (78% of respondents) say they experience one positive emotion when taking responsibility for their healthcare.Shifting priorities post-COVID: 67% of respondents say they increasingly focus on physical health and 63% give high importance to mental health.Challenges faced: 53% of the respondents said facing significant challenges regarding affordability and access to quality care as well as misleading information related to health in the online space. In-person care: 66% of Gen Z in India prioritise in-person care and value connections. 77% of Indian Gen Z surveyed further said that they trust doctors and 68% rely on hospitals and clinics. Importance of healthcare service providers: 59% of the Gen Z respondents said that they understand the integral role of healthcare companies in their wellness journey.Alternative treatment options: 53% of Gen Z respondents said they are open to holistic or alternative medical treatment. Deepshikha Dharmaraj, CEO, Burson Group India, said, ?Ç£Gen Z, the digital-native generation, is gradually taking responsibility for their own healthcare. However, a lot of misconceptions and generalisations around their approach to health exist. It?ÇÖs important to share the true picture, and this study provides a comprehensive overview of what this generation values. The insights will be important for healthcare providers, policymakers, and communicators seeking to effectively engage with this demographic.?Ç¥Hemali Mahajan, Managing Director, GCI Health India, said, ?Ç£This report captures key trends and insights essential to understanding the future of the healthcare in India. Gen Z's emphasis on in-person care, coupled with an openness to digital health solutions, presents a unique opportunity for healthcare providers to create integrated and personalised experiences that meet their evolving needs. By addressing the challenges of affordability and accessibility, we can empower this generation to take greater control of their health and well-being.?Ç¥In addition to the global survey, the report includes believability findings from Decipher Health that analysed a select set of the survey?ÇÖs findings affecting?Gen Z audiences. Burson?ÇÖs cognitive AI solution forecasted very high believability scores relative to the survey. Decipher Health, a solution created in partnership with AI company Limbik, is an offer through PR Studio in WPP Open, WPP?ÇÖs intelligent marketing operating system powered by AI.

PRCA MENA, the regional arm of the world?ÇÖs largest public relations and communications association (PRCA), has announced the agenda for its NextGen Summit, set to take place on Friday, 2 May 2025.Bringing together emerging voices and industry leaders, the summit will spotlight the future of PR, communications and media in a new, fun and engaging format. With a mix of academic presentations, bold panels and an interactive workshop, the agenda reflects the real challenges ?Çô and opportunities ?Çô faced by the next generation of professionals.Kicking off with networking and a keynote session titled NextGen, No Filter: Real Talk on What Needs to Change, the day will continue with the launch of PRCA Mena AI in PR report, research presentations from regional universities and discussions on creative originality, influencer marketing, and mental well-being in the workplace.Panel Discussions:?Çó Real Stories: From Day One to Decision Makers?Çó PRCA Mena Young Lions Competition: Tips & Tricks on How to Win?Çó From TikTok to Trust: The Role of Influencers in Modern PRThe programme will also feature two fireside chats and a hands-on workshop on managing stress in high-pressure environments, led by a qualified wellness expert and author. Networking opportunities are woven into the agenda, with dedicated time for informal connection and collaboration.Conrad Egbert, Head of PRCA Mena, commented: ?Ç£NextGen isn?ÇÖt just another industry event?Çöit?ÇÖs a necessary space for real conversations. We?ÇÖre putting a spotlight on what?ÇÖs changing, what still needs to change and how the upcoming generation is shaping the future of our profession.?Ç¥

Sandpiper, a leading independent communications, public affairs, and research group in Asia Pacific and the Middle East, has named Simon Buckby as Managing Director of its global Government & Public Affairs division, based in Singapore. Craig Wilkie joins as Director, focusing on strategic content, policy, and intelligence.Buckby brings over 30 years of experience in strategic communications and government advisory, with a strong track record in Asia Pacific, the Middle East, and the UK. His background includes roles at the Financial Times, BBC News, and advising Prime Minister Tony Blair. He also founded and sold a successful strategic communications consultancy in London. His recent experience includes advising the Public Investment Fund, the Future Investment Initiative, and the Ministry of Culture in Saudi Arabia.Wilkie has 20 years of experience in communications, strategy, and consulting, including speechwriting for national leaders and strategic projects for governments and major brands like Samsung and BMW. He has extensive experience in the Middle East and Asia, notably contributing to Saudi Arabia?ÇÖs Vision 2030 and Malaysia?ÇÖs ASEAN 2025 chairmanship.Buckby and Wilkie, alongside Sandpiper's global network, will support clients in navigating the complex geopolitical landscape, focusing on sectors like finance, healthcare, technology, and energy.These appointments follow Sandpiper's significant growth and recognition, including multiple agency of the year awards from PRovoke Media, PRWeek, PRCA, and Public Affairs Asia.Emma Smith, CEO of Sandpiper, emphasized the value Buckby and Wilkie's expertise will bring to the firm's Government & Public Affairs practice.Buckby aims to expand Sandpiper's Government & Public Affairs capabilities during a period of geopolitical change.Wilkie will focus on enhancing the strategic intelligence and thought leadership content provided to clients.

Expanding its presence across key global markets, BSH Home Appliances has expanded its partnership with Middle East Communications Network?ÇÖs (MCN) agencies FP7 McCann Dubai and McCann Content Studios to lead integrated communications for its premium portfolio of brands across the GCC.This win significantly expands MCN?ÇÖs relationship with BSH, building on FP7 McCann Turkey's successful creative partnership established in 2023. The multi-market, multi-brand mandate for BSH's premium portfolio, including Bosch, Siemens, and the ultra-luxury Gaggenau?Çöreinforces MCN?ÇÖs position as a leading communications partner, delivering comprehensive marketing solutions that blend traditional creative excellence with digital-first thinking.As the agency of record, FP7 McCann will oversee the strategic and creative development across all channels, ensuring a unified brand experience. The agency?ÇÖs expertise spans full-spectrum advertising services, from creative, digital, and social media to PR, trade marketing, activations, and promotional support.McCann Content Studios will play a pivotal role in seamlessly integrating social, content, and influencer-driven strategies into BSH?ÇÖs communications. As the Middle East?ÇÖs leading hub for social and creator capabilities, the studio offers a uniquely integrated approach across Social, Production, and Influencer services. By combining full-service social and creator strategy under one roof, McCann Content Studios leverages regional insights and the global scale of the McCann network to ensure impactful and culturally relevant brand engagement.The expanded remit includes integrated communications for BSH Home Appliances across the GCC markets, broadening and elevating the brand?ÇÖs presence."Partnering with BSH, a global leader in home innovation and excellence, is an absolute honour. BSH's commitment to enhancing everyday life through cutting-edge technology and premium brands aligns seamlessly with our mission to create bold, transformative campaigns that drive real impact,?Ç¥ said Tarek Ali Ahmad, Managing Director of FP7 McCann Dubai. ?Ç£This collaboration marks the beginning of an exciting journey, one where creative effectiveness and innovation will come together to elevate BSH's presence across the Middle East," he added. Ibrahim Hasan, Head of MENA at McCann Content Studios, said: "The future of social isn't just about being present; it's about shaping culture in a way that feels real. Every brand has a space to own, and our role is to help them define it authentically. This win shows that brands aren't just looking for content?Çöthey're looking for impact, and that's what we focus on every day." BSH Home Appliances, with a 55-year history of innovation and excellence and having achieved a global turnover of approximately ?é¼15.6 billion in 2021, views the expanded partnership as key to strengthening its market position across the GCC.Irem Yazlar, Head of Marketing & Communications at BSH Middle East, said: "We're beyond excited to partner with FP7 McCann that is known for their daring approach to transform brands with groundbreaking campaigns and data-driven insights. Their commitment to bold, disruptive ideas has made them the voice of the Middle East over years."She continued: "We're thrilled to collaborate with such a powerhouse, shaping impactful experiences and driving meaningful change across the region. We're confident that this collaboration will enable BSH brands to break new ground, deliver transformative experiences, and drive significant consumer impact across the Middle East and beyond.""Together, we'll amplify brand visibility, strengthen consumer connections, and shape the future of home appliances with innovative, results-driven strategies," she added.With this significant win, FP7 McCann Dubai and McCann Content Studios continue to set the benchmark for integrated brand experiences, seamlessly blending storytelling, technology, and data-driven insights to propel BSH?ÇÖs brands to new heights across the region.

APRW Pte Ltd (APRW), one of Singapore?ÇÖs leading independent integrated communications agencies, continues to strengthen its extensive portfolio with a series of notable new business wins. APRW welcomes Singapore River One and JDE Peet?ÇÖs as part of its repertoire of consumer clients while continuing its ongoing relationship with Luckin Coffee Singapore. The agency has also been appointed by Concord New Energy Group and the Ministry of Social and Family Development for its rehabilitation and protection matters. These recent appointments reflect the agency?ÇÖs continued growth and reputation for delivering tailored, strategic communications solutions that address the distinct goals of every client. APRW Re-appointed for Singapore River Festival 2025Among APRW?ÇÖs latest appointments is the Singapore River Festival 2025 (SRF2025), organised by Singapore River One (SRO) ?Çö the Place Management organisation for the Singapore River precinct and Singapore?ÇÖs first Business Improvement District. Singapore River Festival is SRO?ÇÖs flagship event that celebrates the river?ÇÖs legacy while embracing the bold possibilities ahead. APRW is proud to have been re-appointed as the PR agency for SRF, following its successful partnership in 2022. The agency looks forward to developing a cohesive public relations strategy that highlights both the river?ÇÖs historic significance and the vibrant future of this iconic precinct. Elevating Consumer Brands: APRW Drives PR Efforts for JDE Peet?ÇÖsAPRW is also proud to partner with JDE Peet?ÇÖs, spearheading public relations efforts in Singapore for two of its leading coffee brands ?Çô OldTown White Coffee and L?ÇÖOR. APRW will raise awareness for both brands?ÇÖ latest product launches while driving engagement with local media and influencers. For OldTown White Coffee, Malaysia?ÇÖs pioneer in white coffee and Singapore?ÇÖs No.1 Instant White Coffee brand, APRW is supporting the launch of the OldTown Coconut Flavoured White Coffee. This new variant combines the brand?ÇÖs signature smooth, aromatic blend with the tropical richness of real coconut milk, offering a refreshing twist on a familiar classic. APRW is also leading the communication efforts for L?ÇÖOR in the debut of its Passione Rossa Coffee Collection ?Çô a premium line of coffee capsules that showcases refined craftsmanship inspired by Italian-style roasting. ?Ç£We are thrilled to be working with JDE Peet?ÇÖs on two distinct and dynamic brands,?Ç¥ said Julie Chiang, Director of APRW. ?Ç£OldTown White Coffee and L?ÇÖOR each carry their own unique stories and heritage, and we look forward to bringing these to life through strategic storytelling and meaningful brand experiences.?Ç¥ In addition, APRW continues to deepen its partnership with Luckin Coffee Singapore on a retainer basis, supporting new launches and collaborations that have successfully driven brand excitement and media visibility. APRW Partners with MSF to Support Rehabilitation and Protection AwarenessAPRW has also been appointed by the Ministry of Social and Family Development (MSF) to provide public relations services for their rehabilitation and protection matters. Under this appointment, APRW will support all public relations efforts to improve understanding of MSF?ÇÖs rehabilitation and protection work, drive awareness that a whole-of-society effort is needed to help detect and stop domestic violence and abuse towards children, spouses and elderly, as well as raise awareness of support channels like the National Anti-Violence and Sexual Harassment Helpline and hand signal for child abuse. APRW to Position Concord New Energy as Global Sustainability LeaderConcord New Energy Group (CNE), a leading global leader in renewable energy development and operations, has appointed APRW as its PR agency. Headquartered in Singapore and listed on the Hong Kong Stock Exchange, CNE is committed to advancing the globalisation of the sustainable energy industry and delivering sustainable benefits to impact future generations. The company has a strong international presence and is currently operating in more than 20 countries across the Americas, Europe, Asia, and Africa. APRW will work closely with CNE in raising awareness and position the company as a recognised global leader in the energy sector that is headquartered in Singapore.

FUJIFILM India a wholly owned subsidiary of FUJIFILM Holdings Corporation, Tokyo a diversified conglomerate whose focus stretches from imaging to healthcare, electronics and business innovation has appointed The Mavericks India, a specialized reputation management advisory, as its PR partner. FUJIFILM India operates across four key business segments?ÇöHealthcare, Electronics, Business Innovation, and Imaging?Çöoffering a diverse portfolio that includes Endoscopy Systems, Photo Imaging Solutions, Electronic Imaging, Instant Photo Systems (instax?äó), Optical Devices, Graphic Communication Solutions, Multifunction Printers, Recording Media, and Industrial Products. The Mavericks India will drive PR efforts across all business verticals, focusing on media relations, thought leadership, and stakeholder engagement to enhance brand equity, ensure narrative consistency, and strengthen FUJIFILM India?ÇÖs market reputation. Mr. Abhi Shekhar Singh, Vertical Head - Corporate Communications & CSR, said, "We are delighted to partner with The Mavericks India. With The Mavericks?ÇÖ deep expertise and strategic approach, we aim to elevate FUJIFILM India?ÇÖs overall presence, reinforce our leadership across industries, and communicate our vision more effectively to our customers and partners. We are confident that this collaboration will help us build meaningful narratives that reflect our commitment to innovation and excellence.?Ç¥ On winning the mandate, Mr. Chetan Mahajan, Founder and CEO, The Mavericks India, added, ?Ç£FUJIFILM India is a global powerhouse known for its relentless innovation and pioneering solutions across multiple domains. We are honoured to be their communications partner and look forward to shaping impactful narratives that drive awareness, engagement, and brand affinity across FUJIFILM India's multiple business verticals.?Ç¥

Leading global professional services firm Alvarez & Marsal (A&M) India has announced the appointment of Shweta Jha as Managing Director within its Business Transformation Services practice. This appointment aligns with A&M?ÇÖs continued investment in the financial services sector and its commitment to delivering data-driven, technology-enabled solutions for clients. Ms. Jha brings over 18 years of experience in financial services, having worked both as a consultant and operator. Her expertise lies in driving operational efficiency, cost transformation, enabling data platform and technology modernization, managing financial and non-financial risks, and designing enterprise-wide digital journeys. She has led large-scale operating model redesigns and organizational structuring efforts, with a strong focus on embedding analytics and AI into business processes.Prior to joining A&M, she worked with firms such as Booz & Company (now Strategy&), Accenture, and most recently Deutsche Bank, where she led the internal global strategy team based in Mumbai. Himanshu Bajaj, Managing Director & Head - A&M India and GCC, said, ?Ç£The financial services sector is undergoing rapid transformation, driven by digitization, regulatory shifts, and changing customer expectations. Shweta?ÇÖs cross-functional experience and deep understanding of the financial services landscape will enhance our ability to support clients in navigating this complex environment. Her appointment reflects our broader commitment to growing our transformation offerings and helping clients achieve measurable impact.?Ç¥Shweta Jha, Managing Director, A&M India, said, ?Ç£India?ÇÖs financial services industry is at an inflection point, with firms increasingly embracing data, AI, and digital technologies to drive performance. A&M?ÇÖs hands-on, results-oriented approach and strong operational heritage provide an ideal platform to help clients drive this change. I am excited to join the firm and look forward to partnering with clients to navigate the complexities and capitalize on opportunities in the financial services space.?Ç¥