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

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

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

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

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

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

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

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

Authored by: Hemchandra Shetty, Consultant - PR and Media ManagementThe mass message is dead, but most communicators are still writing its eulogy. The real story isn't that audiences have fragmented—it's that they've evolved beyond demographic clusters into networks of individual expectation. A chief communications officer at a Fortune 500 technology company recently told me their team now operates seventeen distinct narrative tracks for a single product launch, each calibrated to psychological triggers rather than traditional segments. This isn't personalization as we knew it five years ago. This is narrative stewardship at the molecular level.The shift became mathematically inevitable when OpenAI's API calls crossed 2 billion daily requests in early 2024, making AI-assisted content generation cheaper than hiring junior copywriters. But the real transformation isn't technological—it's philosophical. We're no longer asking "What does this audience need to hear?" We're asking "What narrative infrastructure allows each individual to arrive at their own authentic understanding?" That reframing changes everything about how we build campaigns.Consider the recent sustainability announcement from a major automotive manufacturer. Their PR team didn't create one press release with regional variations. They architected what they called a "narrative constellation"—a core fact pattern surrounded by 847 individually tailored story expressions, each generated by analyzing the previous content consumption patterns, engagement velocity, and sentiment markers of specific journalist cohorts, investor segments, and customer communities. When a tech reporter opened their personalized briefing, the lead emphasized patent filings and engineering breakthroughs. When a lifestyle editor accessed theirs, the same core news led with community impact and design philosophy. The underlying truth remained constant, but the emotional entry point was individually optimized.This is what I call the Earned Authority Loop—the continuous cycle where personalized relevance builds attention, attention builds trust, and trust earns permission for deeper personalization. Traditional PR operated on broadcast logic where reach equaled impact. Modern PR operates on resonance logic where specificity equals scale. The paradox is real: the more narrowly you can speak to individual needs, the more broadly your message travels through voluntary sharing and organic amplification.The analytics powering this shift have moved far beyond click-through rates and share counts. Advanced platforms now track what I term "narrative adhesion"—the measurement of how story elements stick in audience memory across multiple touchpoints. A Global financial services firm recently shared that their hyper-personalized campaign generated 34 percent higher message recall three weeks post-exposure compared to their previous best-performing traditional campaign, even though the personalized version reached 40 percent fewer total impressions. They had optimized for depth rather than breadth, and the engagement data revealed something crucial: people don't just remember personalized messages longer, they actively advocate for them.The infrastructure requirements for this approach demand rethinking legacy PR workflows. One communications team at a healthcare company described their evolution from a linear approval process to what they call "dynamic narrative governance." Instead of finalizing messages and distributing them, they now establish narrative guardrails—the non-negotiable elements that must appear in any expression—and then deploy AI systems to generate thousands of variations within those boundaries. The approval process shifted from controlling specific words to auditing whether the narrative boundaries held across all variations. This allowed them to maintain brand integrity while achieving personalization at a scale that would require an army of human writers.But technology is merely the enabler. The strategic insight is understanding that hyper-personalization doesn't mean telling different stories to different people—it means finding the individual pathway through which each person can discover the same essential truth. A consumer electronics company launching a privacy-focused product created narrative pathways for the technically sophisticated who wanted cryptographic specifications, the casually concerned who wanted simple assurances, and the skeptical who needed third-party validation. Each group received different content architectures, but all three pathways led to identical conclusions about product trustworthiness. The personalization was in the journey, not the destination.The ethical dimensions of this capability deserve more attention than they typically receive. When you can engineer emotional resonance at the individual level, the responsibility for narrative stewardship intensifies dramatically. The same tools that help a nonprofit connect donors with specific program impacts can be weaponized to manipulate individual vulnerabilities. The communications leaders I respect most are establishing what one called "personalization ethics frameworks"—documented principles about which data inputs are appropriate for tailoring messages and which cross into manipulation territory. This isn't just about compliance or risk management. It's about understanding that hyper-personalization, done poorly, erodes the very trust it's designed to build.Looking toward 2027, I see the next evolution moving beyond message personalization into experience orchestration. The question won't be "How do we tailor this announcement?" but rather "How do we design an information ecosystem where each stakeholder discovers our narrative through their preferred sense-making process?" We're already seeing early experiments with what might be called "ambient PR"—where brand narratives exist as accessible knowledge layers that stakeholders encounter through natural information-seeking behavior rather than through deliberate message deployment. The PR function becomes less about broadcasting and more about ensuring your truth is discoverable at the exact moment of individual readiness.The communicators who thrive in this environment won't be those with the biggest media lists or the most creative campaign concepts. They'll be the ones who understand that every audience is now an audience of one, and that scaling genuine connection requires infrastructure as sophisticated as any engineering challenge. The future of PR isn't about reaching more people. It's about reaching each person more meaningfully.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

TOD, the sports and entertainment streaming platform owned by beIN MEDIA GROUP, has appointed Golin MENA as its regional public relations partner following a competitive multi-agency pitch.Under the mandate, Golin MENA will handle both corporate and consumer communications for TOD across key markets including the GCC, Egypt, North Africa and the Levant. The scope of work includes earned media strategy, strategic narrative development and creative campaign execution to support TOD’s sports and entertainment portfolio.The appointment comes at a time when TOD has a pipeline of regional sporting tournaments, original content and market expansion initiatives planned for 2026.Commenting on the appointment, Stephen Worsley, Regional Managing Director at Golin MENA, said, “TOD is one of the most dynamic platforms in the region, reshaping how audiences consume world-class sport and entertainment. Winning this mandate reflects our team’s ability to deliver culturally resonant, earned-first storytelling and to support brands operating at speed and scale. We look forward to partnering with TOD during a period of rapid evolution in the regional streaming landscape.”To deliver the mandate, Golin MENA will deploy an integrated, cross-market team spanning its GCC and North Africa operations, with a focus on consistent execution across regions.The appointment adds to Golin MENA’s portfolio across media, technology, entertainment and sports in the region.

PRCO Group has been appointed to lead communications for the launch of W Riyadh – KAFD, marking the debut of the W Hotels brand in Saudi Arabia. The property is located within Riyadh’s King Abdullah Financial District (KAFD).The appointment covers integrated communications and media relations across the GCC, supporting the hotel’s pre opening and launch phases. PRCO Group’s remit includes strategic storytelling, executive profiling and brand positioning to introduce the hotel and W Hotels’ refreshed global identity to regional audiences.W Riyadh – KAFD is positioned as a landmark opening for the region, combining expressive architecture, interior design, and a culinary and social offering aligned with the brand’s global focus on design, music, culture and wellness.The launch of W Riyadh – KAFD forms part of W Hotels’ international expansion and represents the brand’s entry into the Saudi Arabian market.PRCO Group will work closely with the W Riyadh – KAFD team in the lead up to the hotel’s opening in 2026, supporting communications around upcoming experiences, design elements, dining concepts and programming.

Boeing has made a senior appointment within its government affairs function, hiring from a UK based communications agency.The individual joins the aerospace company from Luther Pendragon, where they previously served as an associate director. The move marks a shift from an agency role to an in house position at Boeing.Details regarding the executive’s specific designation, responsibilities and scope of work at Boeing have not been disclosed.The appointment reflects Boeing’s continued focus on strengthening its government affairs capabilities.

As 2025 pushed India’s PR industry closer to the boardroom, agencies were forced to choose between scale without substance and strategic relevance with impact. For Zeno India, the year marked a decisive pivot from rebuilding to acceleration. From rebuilding foundations to scaling impact, the firm sharpened its identity as an earned-first communications partner, blending creativity, intelligence, and strategy. As part of Adgully’s annual REWIND 2025 series, we spoke to Abhishek Gulyani, Managing Director – India and Head of Corporate Affairs, Asia Pacific, ZENO Group, who reflects on a year defined by sharper positioning, talent-led investments and intelligence-driven communications. He unpacks how Zeno strengthened its earned-first proposition, delivered strong new-business momentum, and aligned itself with a broader industry shift where reputation, data and strategic counsel have become business-critical. How would you describe the year 2025 for your organization, and were there any standout moments that defined it? 2025 was a defining year for Zeno India, a year of transformation translating into accelerated growth. Over the past 6 months (we follow July 1-June 30), we moved decisively from rebuilding foundations to scaling impact. We made significant investments in talent, especially across creative, digital, data and senior media advisory, opened a new office and have designed ourselves for collaboration across teams in APAC and the world, content creation, and embedded intelligence-led thinking deeper into our work. The most defining outcome of these efforts has been performance: increased new business, with double digit margin growth and a 70%-win ratio, which reflects strong client confidence in our evolved offering. More importantly, along with our strong client centric 2025 helped us sharpen who we are: a modern, earned-first communications partner that blends creativity, intelligence, and strategic counsel. That clarity of purpose has been the standout moment for us. When you look at the broader PR and communications industry, what defined this year for the industry? 2025 marked a clear inflection point for the PR industry in India. This was the year when communications firmly moved closer to the C-suite. Reputation, trust, policy, culture, and values became business-critical conversations, not just communication mandates. Another defining shift was the industry’s accelerated move toward data, AI, and insight-led storytelling. Clients increasingly expect PR partners to bring intelligence, not just execution. Creativity, too, evolved — from tactical ideas to culturally relevant, earned-first platforms that drive participation. At the same time, the industry began questioning traditional, media-heavy business models and exploring higher-value advisory, creative and intelligence-led offerings. That mindset shift will define the next phase of growth. Still, I feel as an industry a lot more can be done in building growth culture, talent and data-led communications. Which big new clients did you onboard this year, and what made those wins special? This year has been good for us with record wins. What stood out about our new client wins in 2025 was both the sectors and the scope of work. We onboarded several clients across B2B technology — particularly data centres and AI — business consulting, B2B healthcare and education, consumer tech, lifestyle sectors that demand deep domain understanding and strategic maturity. These wins were especially meaningful because clients chose us for high-value capabilities — including analyst relations, creative and digital solutions, and strategic media and crisis advisory — rather than only traditional media engagement. In many cases, we were brought in to help shape category narratives, influence ecosystem stakeholders, and drive long-term reputation outcomes. In parallel, our strong focus on partnership and outcomes led to organic expansion within existing clients, reinforcing the trust they place in Zeno as a long-term growth partner. Together, these wins underscore a clear shift in how clients view PR — not as a service provider, but as a strategic advisor. How has the role of PR evolved — has it shifted from just managing images to creating deeper, more authentic engagement? Absolutely. PR today is far less about managing perception and far more about building belief and authentic storytelling. Audiences are more informed, skeptical, and values-driven than ever before. They don’t just want to hear what brands say, they want to understand what brands stand for and how they behave. This has shifted PR from image management to authentic engagement, narrative stewardship, and trust-building. Modern PR sits at the intersection of data, creativity, culture, and conscience. It involves listening as much as speaking, using intelligence to shape narratives, and helping brands show up consistently across stakeholders. This evolution is both exciting and essential for the future relevance of our industry. I feel Zeno is rightly placed to meet that requirement if clients. For clients too, it is not large teams but agile teams with the right knowledge and execution capabilities that will make a difference in the future. 

Aman Dhall, Entrepreneur, shares why the future of sport will no longer have sidelines, as technology, participation, and culture reshape how athletes train, how fans engage, and who truly owns the game. He notes that there was a time when sport was something you watched from a distance—coaching happened behind closed doors, broadcasts were one-way, and fandom ended at the final whistle. That version of sport is quietly fading, and by 2026, it will be defined less by control of infrastructure and more by intelligence, participation, and cultural ownership.AI will become the new coachSport is moving from elite-only science to mass-access intelligence. The global sports AI and analytics market is projected to cross $30 billion by the end of the decade, according to PwC and Deloitte’s Sports Tech Outlook.In India, where over 90% of academies operate without formal sports science support, as per the KPMG–FICCI Sports Report, advances in computer vision and mobile AI will change this reality.Visual AI can already analyse movement, posture, and workload through a smartphone camera. By 2026, DIY AI-powered coaching is expected to become mainstream and open doors at the grassroots level.Fans will move from spectators to co-creatorsThe second-screen era has evolved into participation-led fandom. Over 60% of live sports viewers now engage simultaneously on mobile, according to Nielsen, while AI-driven personalisation is expected to influence nearly half of sports media consumption by 2026, as projected by Gartner.Personalised highlights, real-time fan interactions, and digital stadium experiences will further collapse the distance between the field and the feed. This shift will turn fandom into an active, collaborative experience.Women will shape the future of sports cultureThis transformation is as cultural as it is technological. Female athletes are building global communities beyond match days, while women viewers are emerging as analysts, creators, and cultural drivers of sport.In India, women already account for nearly 40% of the digital sports audience, according to the FICCI–EY Media & Entertainment Report. The women’s sports economy, valued at around ?1,200 crore, is projected to grow fivefold over the next five years, as per Nielsen Sports and BCG.As personalisation deepens, women will not just consume sport. They will curate narratives, influence sponsorships, and shape the industry’s economics.A decisive transitionTaken together, these shifts mark a decisive transition. By 2026, sport will be defined by who builds intelligent systems, invites meaningful participation, and reflects culture authentically.Technology will accelerate this transformation, but relevance, trust, and inclusion will determine who leads the next era of sport.

Maars Communicates, one of India’s fastest-growing PR and strategic communications agencies, has been appointed as the official communications partner for Rose Audio Visuals, the creative studio helmed by acclaimed filmmaker and producer Goldie Behl.With a career spanning over 25 years, Goldie Behl has been at the forefront of India’s evolving entertainment landscape. As the founder of Rose Audio Visuals Pvt. Ltd., Behl has built a legacy defined by creative reinvention from feature films and television to OTT, branded content, podcasts, and short-form storytelling. His work reflects a deep commitment to nurturing talent, experimenting with new formats, and creating narratives that resonate across audiences.Rose Audio Visuals debuted with the Akshay Kumar–Nagarjuna starrer Angaaray. The banner went on to deliver notable films such as Bas Itna Sa Khwaab Hai, Drona, London Paris New York, and I Me Aur Main. Now under the sole leadership of Goldie Behl, the company continues to expand its presence across entertainment and advertising, including its thriving audio division RosePod, which recently launched Season 2 of The Happy Pawdcast.Maars Communicates: A New-Age Communications PowerhouseFounded by sibling duo Mausam Shah and Aayush Shah, Maars Communicates has emerged as a leading force in strategic storytelling, brand reputation management, and media relations. A PR agency with a strong, diverse team, Maars manages communications for 50+ retainer clients across entertainment, technology, lifestyle, corporate, and the creator ecosystem.The agency brings an impressive repertoire of work across some of India’s most respected brands and content platforms, including:- Some of the most prominent directors and writers naming Neeraj Pandey, Siddharth P Malhotra, Aditya Sarpotdar, Sneha Desai and many more- IVM Podcasts : supporting one of India’s largest and most pioneering podcast networks with some of the massive launches like What The Hell Navya, Chithiyaan by Gajraj Rao, Serving It Up With Sania hosted by Sania Mirza- Birla Social Impact Initiatives: including work on Mpower (mental health initiative by Neerja Birla), Ujaas (women’s health and hygiene initiative), and Adveaitesha, strengthening purpose-led communication outreachIn addition, Mausam Shah’s decade-long experience spans launching MX Player, spearheading campaigns for Lux Golden Rose Awards, and executing major IPs for Event Capital including WindMill Festival and PetFed. She has also led communication mandates for leading kids’ brand R for Rabbit and multiple fast-growing AI-driven companies.Commenting on this Mausam Shah, Founder & Director – PR, Maars Communicates says, “Rose Audio Visuals has been a pioneer in shaping modern Indian storytelling across formats. Their vision aligns closely with the kind of purposeful, future-facing narratives we believe in at Maars Communicates. We are excited to craft compelling communication strategies that strengthen the brand’s voice and deepen its cultural relevance.”Sharing his thoughts on working for one the most renowned production house,Aayush Shah, Founder & Director – Digital & Business Development, Maars Communicates says, “This partnership is an opportunity to contribute to a content powerhouse that is constantly evolving and experimenting with new formats. At Maars Communicates, our goal is to build impactful storytelling and brand resonance, and we look forward to driving integrated communication that supports the studio’s ambitious creative roadmap.”

Golin MENA has been appointed as the regional PR partner for TOD, the MENA’s leading sports and entertainment streaming platform by beIN MEDIA GROUP, following a competitive pitch.The mandate covers corporate and consumer communications across the GCC, Egypt, North Africa, and Levant regions, with Golin MENA leading earned media, strategic storytelling, and creative campaign development for the sports and entertainment portfolio of TOD. The partnership comes at a high-growth moment for the platform, with major regional tournaments, original productions, and market expansions planned for 2026. Stephen Worsley, Regional Managing Director at Golin MENA, said: “TOD is one of the most dynamic platforms in the region, reshaping how audiences consume world-class sport and entertainment. Winning this mandate is a big moment for us as it reflects our team’s instinct for culturally sharp, earned-first ideas and our ability to support brands operating at speed and scale. We’re excited to partner with TOD at a time when the region’s streaming landscape is evolving fast.”Golin MENA will deploy a cross-market team across the GCC and North Africa operations to support the communications goals for TOD. The win adds further momentum to Golin MENA’s regional growth, strengthening its presence in the media, tech, entertainment, and sports sectors.

2025 wasn’t just another calendar year for Vicara PR; it became a defining chapter in its evolution under the leadership of Jigar Chatwani, Founder of Vicara PR. In a year where boutique agencies battled scale, speed, and survival pressures, Vicara PR focused inward first, stabilising its core team, strengthening institutional knowledge, and building a culture that values growth, commitment, and long-term client trust. That internal strength became the launchpad for broader diversification into social media, SEO, and lead generation mandates, signalling a confident shift beyond traditional PR. As part of Adgully’s annual recap of the year gone by – REWIND 2025 – we spoke to Jigar Chatwani, Founder of Vicara PR, reflects on how the year reshaped not just the agency’s capabilities, but also the very definition of PR itself. From navigating increasingly demanding clients and idea-driven mandates to embracing deeper strategic thinking and authenticity-led communication, he shares how Vicara PR positioned itself for the future in a rapidly maturing communications ecosystem. How would you describe the year 2025 for your organisation, and were there any standout moments that defined it? 2025 has been transformative for us, honestly. As a boutique firm, we've always struggled with talent churn - it's probably the biggest challenge any small PR agency faces in India. But this year, something shifted. We finally found our rhythm with team stability.The current group we have isn't just working for Vicara PR; they're growing with us. That's a game-changer when you're trying to build deep client relationships and maintain consistency in service delivery. When your team believes in the vision and wants to stick around, everything else falls into place - better client servicing, stronger campaigns, and that institutional knowledge that takes years to build.That stability gave us the confidence to diversify our offerings too. We've expanded into social media, SEO, and even executed three lead generation projects this year. It's exciting to see the team embrace these new challenges.When you look at the broader PR and communications industry, what defined this year for the industry?Ideas are king now - that's what I've observed throughout 2025. Clients have become incredibly sophisticated in their expectations. They're not just looking for coverage anymore; they want fresh, unique ideation that cuts through the noise.I've seen this shift firsthand. We'll pitch 20 different concepts to a client, and if even one truly resonates and gets executed brilliantly, that's considered a win. The days of recycling the same old press release formats or following template-based campaigns are over.The industry is demanding more strategic thinking, more creativity, and frankly, more courage to try unconventional approaches. Clients now understand PR nuances better than they did five years ago, which means agencies need to step up their game significantly.Which new big clients did you onboard this year, and what made those wins special?While I can't share specific client names, I can tell you about the sectors that embraced us this year - private equity, venture capital, fintech, healthcare, and BFSI. These are sophisticated clients who really understand what good PR can achieve.What made these wins special wasn't our pitch deck or our rates - it was the in-depth knowledge and expertise our team demonstrated. These clients appreciated that we understood their industries, their challenges, and their stakeholder ecosystems.When a PE firm is evaluating PR agencies, they're not looking for someone who can just send press releases. They want partners who understand portfolio company communications, investor relations nuances, and regulatory considerations. That expertise gave them the confidence to choose us over larger agencies.How has the role of PR evolved, has it shifted from just managing images to creating deeper, more authentic engagement?Absolutely. The transformation has been remarkable, especially in the last couple of years. Traditional image management - that defensive, reactive approach - is almost obsolete now.Today's PR is about building authentic narratives that resonate with specific audiences. It's about understanding that every stakeholder group needs a different story, told in a different way. A fintech startup's story for potential investors is completely different from their story for end customers or regulatory bodies.We're seeing clients who want us to be strategic partners in their business growth, not just communications vendors. They're asking us to help shape their market positioning, influence their product messaging, and even provide insights on market sentiment.The authenticity piece is crucial - audiences today can spot manufactured stories from miles away. The brands that succeed are the ones telling genuine stories about real impact, real innovation, real change. 

When IndiGo’s operational disruption spiralled into a nationwide passenger crisis, the real damage was not caused by delayed flights alone, but by delayed communication. Drawing from both professional expertise and personal experience as a stranded passenger, Xavier Prabhu, Founder, Chairman & CEO, PRHUB, dissects the episode through a crisis-management lens—laying bare how hesitation in the “golden hour”, lack of frontline empowerment and inconsistent messaging can rapidly erode trust. His analysis offers a timely reality check for Indian corporates navigating crises in an always-on, hyper-digital environment, where silence travels faster than facts and reputational loss compounds long after operations recover. A Crisis Seen from Both Sides of the QueueWhat struck me most, as a communicator and also first-hand because I myself was stuck, was the time it took for their first statement to hit. Pre-approved holding statements are what every senior communicator is trained to first get going so there is some official communication out there that the audiences can read and absorb while in parallel the company gets its system to swing into action. Chaos on the Ground: The Cost of UncertaintyBeyond the holding statement also, the rearguard action (like quick refunds – I got mine in a week– vouchers for those deeply affected – clear numbers shared – xxx crore in refunds, etc., are all the right things to do) swung in quite late which was surprising personally (as they do have a well-oiled system). By which time the damage was done (know many in my peer circle who will not travel by an Indigo for the foreseeable future unless left with no choice); for a market leader with dominant market share that is a real worry; even more worrying for them will be that many of these are premium customers who anyways would prefer a full-service airline. Again speaking from my own experience as I was stranded the whole night ironically for a short flight (Chennai-Bangalore sector), it was absolute lack of clarity and direction on the ground; for example if they had informed me the flight is cancelled and they would fully refund, I would have just looked at the alternate option and moved on; like me thousands would have not turned up at the airports causing the large misery that played out across India’s airports. Frontline Staff Without AuthorityMany of their frontline staff held up well and some could not understandably; but most expressed helplessness as they said we are also clueless and are waiting for directions from their managers; if only they could have been more informed and empowered this could have been not so bad for the airline. Why Indian Companies Struggle with Early Crisis ResponseThe first reason is lack of well-defined and detailed crisis playbooks and training of their senior staff in each airport on crisis response and communication; one of the things that helps and is usually under prioritised by most companies/ brands is doing a crisis audit by orchestrating a mock crisis once or twice in a year; this helps test how the entire organisation and the laid down protocol is really working on the ground so the gaps can be fixed. Second is lack of empowerment of local leaders to tune as per the local context while strictly sticking to the central template/ guidelines and also keeping the central crisis command informed at all times. Third is that in a social and digital world, everyone is a creator and armed with camera in their phones (largely high quality) can create quality video content in no time; you are not simply going to be able to control all of them/ all of it. The mind-set even today in many companies is operations-first, communications-later whereas, we know that when it comes to a crisis, both need to move at the same time and with equal urgency. Trust Erodes Faster Than It BuildsTrust in a service brand is something that is amassed. You lose it slowly, but sadly, it is something that you lose publicly. It’s very difficult to quantify. In the Indigo case, the late reaction, inconsistent updates and lack of transparency is what hurt consumer confidence way more than the operational failure itself. Many businesses do not quantify trust erosion and that is because sentiment, reputation, and loyalty loss are not measured with the same discipline as revenue.The long-term impact shows up in ways companies don’t always track, that is higher customer aggression, lower brand forgiveness and increased vulnerability in crises.Companies must remember that today’s angry passenger is tomorrow’s storyteller and they shape future perception for thousands.Key Learnings for Indian CorporatesTest your crisis preparedness periodically – don’t leave it to chance. Have a thorough and well laid system and process ready with everyone involved adequately trained. Sensitise senior management of the company on the key role communications plays over other functions particularly during crises. Frontline is the face of the crisis, even though they have the least say. Any crisis strategy that forgets this is flawed at the core. Don’t leave vacuum; you are essentially losing narrative control fully and it takes much longer and is always more expensive to pull it back later; not sure if hundred per cent pull back is even feasible. The Do’s of Crisis CommunicationHolding statement to go immediately Anticipate, train, test & tune – make the crisis response mechanism idiot proof In parallel swing the system into action with quick announcements that claws back confidence and stops further erosion; of course, allowing the positive narrative to start building up Use as many channels to get the response and actions communicated as quickly and as widely (for example, did 3 more Indigo flights thereafter and in one the pilot actually alluded to it which made me realise they are great channels too) The Don’ts That Make Things WorseDon’t be silent; reduce this period as much as possibleDon’t let legal run the communications response. Let them review it, but not script it Don’t underestimate how quickly anger scales when physical inconvenience meets digital amplification Don’t worry about over communication; it’s always better than under communication in a crisis 

Furless Permanent has appointed Ruder Finn to lead its communications for the brand’s entry into Saudi Arabia. The mandate includes public relations and influencer engagement to support the launch of its first location in Riyadh.Founded in the UAE, Furless Permanent operates specialised electrolysis centres and is expanding its footprint in the Middle East with its Saudi debut. Ruder Finn will manage communications around the brand’s market entry and local positioning.The expansion marks Furless Permanent’s first presence in the Kingdom, with its inaugural branch set to open at Faisaliah Mall in Riyadh. The facility will offer FDA-approved electrolysis services aimed at a broad range of skin tones and hair types.The appointment aligns with the brand’s wider regional growth plans as it enters the Saudi beauty and wellness market and introduces its permanent hair removal services to local consumers.

Stashfin, one of India’s leading digital lending and full-stack fintech platform, has appointed Nicole Fernandes as Lead – Corporate Communications & Public Relations, further strengthening its focus on brand governance, reputation management, and strategic storytelling as the company continues to scale in a rapidly evolving financial services environment.In her new role, Miss Fernandes will lead Stashfin’s end-to-end corporate communications mandate, spanning media relations, leadership positioning, brand narrative development, and stakeholder engagement. The appointment comes at a time when fintech companies are increasingly prioritising credibility, trust, and consistency in communication as the sector matures under greater public and regulatory scrutiny.Nicole Fernandes brings nearly a decade of experience across corporate communications, fintech PR, brand strategy, and editorial content, with a career that spans newsroom, agency leadership, consulting, and platform-side communications.Most recently, she was associated with Madison World (Madison PR), where she spent close to four years as a Senior Account Manager, managing the PR mandate for the news channels sector She served. She has been involved in shaping long-term narrative frameworks for brands across different sectors. Prior to joining Madison World, Fernandes served as Deputy Manager at Ketchum Sampark,  where she worked closely with senior leadership teams, where she drived the strategic media engagement for clients in the financial services sector. She later led fintech-focused communications as Fintech PR Band Lead at Wizikey, operating at the intersection of media intelligence and public relations to support data-led storytelling and media positioning for digital-first financial brands. In this role, she partnered with digital-first financial brands to drive data-led PR strategies, strengthen share of voice, and align communication outcomes with business objectives in a competitive media environment.She has also worked as a Public Relations Consultant, managing mandates across finance, food, hospitality, and corporate sectors, gaining hands-on experience in brand positioning, media outreach, and stakeholder communication across diverse industries.Miss Fernandes’ professional foundation lies in journalism and content. She began her career as a New Media Sub-Editor with Deccan Chronicle Holdings, where she worked on digital news operations and editorial curation. She was also an integral part of Yahoo Finance as a Content Coordinator, focusing on finance and technology content in her initial part of her career—an experience that gave her direct exposure to newsroom priorities, editorial judgement, and financial storytelling.This strong editorial grounding continues to inform her approach to corporate communications, particularly in understanding how business and financial narratives are evaluated, framed, and amplified by media. At Stashfin, Miss Fernandes is expected to play a key role in shaping the company’s corporate voice and leadership narrative, supporting conversations around responsible digital lending, technology-led trust, financial inclusion, while ensuring alignment across earned media and brand touchpoints.The appointment reflects a broader shift within India’s fintech ecosystem, where companies are increasingly investing in senior communications leadership to build long-term institutional credibility and sustainable brand equity, beyond short-term visibility.

StickyGinger has been appointed as the public relations agency for Dubai Autodrome, taking on responsibility for communications across the venue’s upcoming season.Under the appointment, the GCC-headquartered creative communications agency will manage all public relations activity for the motorsport and entertainment destination. The scope of work includes support for major motorsport events, the wider entertainment calendar, and the promotion of new experiences, while reinforcing Dubai Autodrome’s positioning as a motorsport and lifestyle destination.Dubai Autodrome operates as a subsidiary of Union Properties and hosts a range of international race series, track days, driving experiences, and community-focused activities. Its year-round offering includes race championships, karting, and experiences for families and corporate groups.As part of the partnership, StickyGinger will work to strengthen the venue’s profile among diverse audiences, including motorsport enthusiasts, families, and corporate groups, while supporting its visibility as a location for international racing events.The appointment adds to StickyGinger’s work within the automotive and mobility sector across the Middle East, alongside its broader lifestyle communications portfolio across the MENA+ region.Lucy Freeman, co-founder of StickyGinger, said the agency was pleased to be selected as Dubai Autodrome’s PR partner and noted that the collaboration reflects the agency’s experience in automotive culture and destination-led communications.

The year 2025 nudged the PR and communications ecosystem into a phase of clarity and recalibration. Strategy mattered more than noise, credibility mattered more than volume, and the balance between digital speed, the resurgence of print, and the growing presence of AI defined how brands chose to communicate. With audiences becoming more discerning and mediums constantly shifting shape, PR evolved into a far more intentional, insight-driven, and authenticity-led function. As part of Adgully’s annual re-look at the year gone by – REWIND 2025 – Sonam Shah, Founder and CEO, Treize Communications, reflects on a milestone year for the agency and the larger industry, sharing perspectives on learnings, the human–AI equation, changing client expectations, and how 2026 is set to bring renewed energy, deeper engagement, and a stronger push toward meaningful communication. How would you describe the year 2025 for your organisation, and were there any standout moments that defined it? 2025 was a very challenging and a very different year in many ways. This year was significant as Treize Communications completed 10 years in business, making it one of the most transformative periods for us.We saw lot of learnings, unlearning, growing with times and evolving in the right sense. I won’t say there was any standout moment, but there were lots of small moments which defined this year and probably put a stepping stone to the next few years. When you look at the broader PR and communications industry, what defined this year for the industry? The communications and PR industry continues to be one of the most highly evolving industries. As reader pattern evolves, the constant need to be updated remains. Our communication strategies are defined by readership patterns, current news and industry updates. This year we saw the demand for Digital PR go down, and Print Medium come back, especially within our corporate set of clients. There was high amalgamation of traditional and digital PR across 2025. This year has also set the tone of AI-led communications. There was great play of Human-AI Synergy, and it will be interesting to see how it unravels in the coming years. Which new big clients did you onboard this year, and what made those wins special? We work more or less on long-term associations with clients and continue to work with the same set of clients. Some key clients include Divo (part of Warner Music), Socxo, Arthat Studio, Apparel Manufacturers of India, amongst others. How has the role of PR evolved? Has it shifted from just managing images to creating deeper, more authentic engagement? PR today is highly strategic and works in a very phased manner. From setting the right tone, to ensuring time bound media presence, today, PR cannot be executed unless planned. This actually is one of the biggest pain points in the industry, as lot of clients still work very last minute. Also, with AI led articles, which are floating on the web, the credibility of online presence is questioned more. This makes it essential to have a human touch in PR, to add authenticity. While readers have a lot of options to take information from, when it comes to taking the right form of news, everyone still has 1-2 key preferred media outlets. While AI will be a part of every business, I do not think AI can be used in building thought leadership. An individual’s perspective holds far more value, then AI can add. What are your expectations from 2026 in terms of growth, industry direction, or new opportunities? 2026 looks exciting to me. It will be the year when AI in communications will be seen in a better way. The industry will continue to grow and the need to be across mediums, print, digital, electronics will be back. I see PR in the true sense come up, as the last few years there was a very high focus on Digital as well as influencer led communications. There will be high demand to be in global publications and media houses by Indian clients, at least from the corporate sector, aiming to build a stronger and more authentic recall. 

Shawn Xavier has joined V360 Group as Group Account Director. He shared the update on LinkedIn, confirming that he took on the role in November 2025.In his new position, Xavier will focus on strategic communications, brand reputation, strategy and business development, and will work closely with teams and clients to deliver insight-led work.Prior to joining V360 Group, Xavier was associated with MSLGROUP India for over a decade. Most recently, he served as Group Head from July 2023 to December 2025. During his tenure at MSLGROUP, he held multiple roles including Associate Director, Senior Manager, Manager, Senior Executive, Account Executive and Account Associate.Xavier is based in Mumbai, Maharashtra, and brings extensive experience across strategic communications and brand reputation management.

Bata India has partnered with One Source to strengthen its corporate communications, sharpen leadership visibility, and build a more cohesive reputation strategy across key stakeholder groups.With over nine decades of presence in the Indian market, Bata India is entering a new phase of growth anchored in youth-focused branding, omnichannel retail expansion, and product diversification. The collaboration with One Source is aimed at supporting this transformation through structured, consistent, and strategic communication.As the brand evolves its product design, retail experience, and consumer engagement approach, the focus on clear and aligned corporate messaging is expected to play a central role in reinforcing Bata India’s positioning within the footwear and lifestyle sector.

One Plus One Communications has promoted two members of its team, Hannah Kronast and Rosalie Basham. Kronast has been promoted to account director, while Basham has been elevated to senior account manager.Both practitioners contributed to a strong year for the independently owned agency, which was recognised as New Zealand Large PR Consultancy of the Year by PRINZ and Asia-Pacific Boutique Agency of the Year by Campaign Asia.Kronast and Basham have worked together within the same team and played key roles in delivering campaigns for clients including 2degrees and RMHC, contributing to the agency’s award-winning work.The promotions come at the end of a year marked by industry recognition and business growth for One Plus One Communications.

Moe’s Art approached 2025 not as a year of reinvention, but of refinement. As the communications landscape grew louder, faster, and more fragmented, the independent collective spent the year sharpening its intent, clarifying the role of each brand within the Moe’s Art ecosystem, and strengthening how content, communication, experiential, production, and tech work together as one integrated system. In conversation with Adgully for its annual recap of the year – REWIND 2025 – Vishaal Shah, Founder, Moe’s Art, looks back at a year that saw the organisation deepen its creative ambition, experiment with participation-led formats, and respond to an industry where AI, discovery, and audience behaviour are rapidly rewriting the rules. He shares what defined 2025 for the agency, how communication has evolved beyond image management, and why coherence and presence are now the real markers of relevance. How would you describe the year 2025 for your organisation, and were there any standout moments that defined it? The year 2025 was about sharpening what we’ve built and stretching it further. We grew across our verticals in size, and in clarity. It became clear what each brand under the Moe’s Art umbrella stood for and where it was headed. A few moments stood out. The Anti Agency Show gave us a format to express ourselves outside of the usual brief-response loop, a space to speak to the industry, not just to serve it. Our work in digital films and public relations grew both in volume and ambition, and seeing that recognised at platforms like PRCA 2025, CommuniCon and SCREENXX gave the team a real boost. On the experiential side, Happily Never After, our immersive theatre IP, opened a new way of thinking about participation, making it more audience led. That shift in how people want to engage is shaping how we think about storytelling formats overall. We also expanded Not Your Idea into newer tech-led content and audit offerings, while Unsobered and Unstumbled, are culture-first content platforms we’ve built to explore lifestyle, identity, and community through an unfiltered, interest-led lens. Most importantly, we tightened how everything connects: content, communication, production, tech, experiential into one system. That integration is what makes us feel more prepared than ever for what’s next. When you look at the broader communications industry, what defines this year for the industry? This was the year the future stopped being a forecast. AI became part of the daily workflow not in a “someday” way, but in meetings, pitches, production and planning. The conversation moved from “what it could do” to “what it’s already doing.” Storytelling also took a turn. There was more appetite for depth, less selling, more telling. More brands leaned into who they are, not just what they offer. We saw briefs come in with more space for context, for tone, for clarity of voice. And discovery changed. People are no longer finding content; content is finding them, through algorithms, interest graphs, and AI surfaces. That one shift is forcing everyone — agencies, creators, brands — to rethink not just messaging, but how stories get placed, surfaced and remembered. Which new big clients did you onboard this year, and what made those wins special? We partnered with new clients across healthcare, entertainment and emerging consumer brands. What made them special wasn’t just the size, it was what they reflected back to us: that clients today aren’t looking for siloed services, they want integrated thinking. These wins reaffirmed that the model we’ve built where strategy, storytelling, production and tech work as one is resonating. We’re able to plug into a client’s world as thinkers, doers and collaborators. And when that chemistry clicks, the work gets better and so does the relationship. How has the role of communication evolved, has it shifted from just managing images to creating deeper, more authentic engagement? Completely. Communication is no longer a function of control, it’s a function of presence. You can’t just craft an image and hope it sticks. You have to show up, speak up, and stay consistent across platforms, formats, and moments. Younger brands already know this. They treat communication as a tool to explore, not just present. That mindset is influencing legacy brands too. They’re realising that audiences today don’t behave like spectators. They respond, remix, and shape narratives in real time. One big shift has been the rise of the phygital loop where online engagement spills into real-world experiences, and vice versa. Communication now has to behave like a system, not a message. What’s also changed is the idea of “scale.” It’s about building clarity, continuity, and connection. The brands that understand this are the ones that will stay relevant, not just visible. 

Ethane Web Technologies, a trusted name in the world of digital marketing, takes pride in announcing the official launch of the groundbreaking all-in-one site, “PR Companion.” This comprehensive site, launched, features a suite of innovative Public Relations Services designed to help brands build meaningful connections and drive tangible impact in today’s ever-evolving digital landscape. The website is a one-stop destination for all public relations needs, and will offer a detailed look at Ethane Web Technology’s strategic approach to public relations. The site will also integrate traditional media relations with modern digital storytelling to enhance brand visibility. Recognizing that effective PR is about creating a long-lasting impact rather than just making noise, this agency focuses on data-driven strategies to ensure brands define deep and clear messages to achieve measurable results. “We’ve developed PR Companion with a simple yet powerful belief: that every brand has a story to tell, and the right way narrative can spark movements, shape perceptions, and drive positive business results,” said Lalit Sharma, founder and CEO of Ethane Web Technologies and Ranking By SEO. “Our full-fledged website will reflect our strong commitment to offering cutting-edge PR solutions that go beyond traditional methods. We’re not just keeping up with the time. Our site is built for what’s next - AI-driven insights, captivating storytelling, seamless integration across every digital channel, and what not. We’re redefining PR for the future - where data will meet creativity and every brand narrative will be powered by advanced technology”, Mr. Sharma added with a futuristic approach and a mission to reshape today’s PR landscape. Key Features PR Companion Will Offer: Crisis Communication: Offering professional support to navigate and manage sensitive situations to protect their clients’ brand reputation.Digital Storytelling: Leveraging modern digital storytelling to create compelling brand narratives that stand out. Media Relations: Establishing and maintaining meaningful relationships with media outlets and top journalists to secure positive press coverage and showcase their clients’ brands in the best possible light online. Strategic Communication Planning: Developing targeted communication strategies to ensure a brand’s message effectively reaches the right audience. Press Release Distribution: Creating and distributing press releases to highlight brand achievements and make major announcements. With over 15 years of experience and a track record of successfully serving more than thousands of brands, Ethane Web Technologies is set to help brands achieve their PR and branding goals. The multi-functional website will serve as a central hub to offer detailed explanations of modern PR services. Ethane Web Technologies invites potential clients to come explore their comprehensive PR hub and learn how they can elevate their brand presence and successfully achieve their communication goals. We would be delighted if you could cover this exciting development. Should you require any further details or wish to schedule an interview with our founder and CEO, Lalit Sharma, please don’t hesitate to reach out.

Impact PR, a leading communications and public relations agency, announces the launch of ongoing in-office yoga sessions for its staff, reinforcing its commitment to holistic employee well-being during work hours. In the public relations industry, professionals are constantly in front of screens or on phone, juggling emails, client coordination, media interactions, and real-time problem solving. This continuous digital engagement can take a toll on posture, mental clarity, emotional balance, and overall health. Recognizing these challenges, Impact PR has embedded yoga into the workday to help employees manage stress, improve focus, and build emotional resilience—right where work happens. The initiative primarily includes chair yoga, a form of yoga designed to be practiced at the workstation. Chair yoga offers practical benefits for modern office environments, including:· Relief from neck, shoulder, and lower-back strain caused by prolonged sitting· Improved posture and circulation· Reduced screen-related fatigue· Enhanced concentration and emotional regulation· Quick relaxation without disrupting workflow By integrating wellness into office hours, Impact PR reinforces its belief that work-life balance should begin with balance within work itself. “At Impact PR, we believe that an organization must work on the holistic growth of its people,” said Kulpreet Vesuna, Founder & Managing Director, Impact PR. “When an employee spends nearly 45 hours a week in the office, it’s important that health goals, mindfulness, and emotional well-being are included within those hours. Yoga helps our team handle situations with ease, clarity, and balance. This is just the beginning; we have several more such employee-centric initiatives lined up for 2026.” The yoga sessions are guided by trained instructors and are designed to seamlessly fit into the workday, enabling employees to recharge without stepping away from their responsibilities. “When management first said they wanted to introduce yoga during office hours, my first thought was, is this really possible?” said Srishty Raj, Human Asset Officer, Impact PR. “But they insisted, and now that it’s implemented, I feel privileged to be among the first few teams to experience this. It has brought a noticeable sense of calm and awareness into our daily work.” With this initiative, Impact PR continues to lead by example, fostering a workplace culture that values not just performance, but people. By prioritizing physical health, mental well-being, and emotional strength, the agency aims to create a sustainable, empowered, and future-ready workforce.

Value 360 Communications Limited has onboarded Womancart Limited as its public relations and communications client to support the company’s next phase of growth and stakeholder engagement. The agreement, signed on 24 November 2025, outlines a comprehensive mandate encompassing strategic counsel, media relations, content-led storytelling, and reputation management as Womancart expands its footprint.Value 360 will strengthen Womancart’s communication framework with a focused mandate designed to bring clarity, consistency and strategic direction to the brand’s outreach. The agency will shape a sharper narrative, develop content for press releases and media kits, across key markets including Delhi, Mumbai, and Bengaluru. The mandate also includes continuous media monitoring, structured strategic reviews and the identification of awards, events, and targeted paid opportunities that elevate the brand’s credibility. Value 360 will also leverage its influencer marketing capabilities through ClanConnect to build campaign-ready storytelling and deepen digital engagement across key audience groups. These efforts will support Womancart in presenting a strong, well-aligned narrative to consumers, investors, partners, and the wider industry. Kunal Kishore, Managing Director and Chairman, V360 Group, said, “Womancart is at a defining moment in its journey, and we are privileged to support its ambition. Strong brands grow when their purpose, product and communication move in the same direction. Our goal is to build a narrative that reflects Womancart’s long-term vision and positions its leadership as architects of meaningful change in the category. We will focus on creating clarity, consistency and strategic influence in every market where the brand seeks to lead.”Madhu Sudan Pahwa, Managing Director, Womancart, said, “Womancart is entering a phase where disciplined growth and sustained trust will shape our future. Strategic communication becomes critical in such a phase because it strengthens how stakeholders understand our ambitions. Value 360 brings the strategic depth and industry perspective we need to elevate our voice, sharpen our positioning and create long-term brand equity. We look forward to building a communication framework that supports our expansion and reflects the values we stand for.”The engagement will include monthly and quarterly strategic reviews and continuous media monitoring that enable the leadership team to make timely, evidence-based communication decisions. Media briefings and exclusive leadership interviews will form part of a sustained programme to position senior management as credible voices on topics that matter to the industry and to Womencart’s target audiences.

Value 360 Communications Limited has onboarded Womancart Limited as its public relations and communications client to support the company’s next phase of growth and stakeholder engagement. The agreement, signed on 24 November 2025, outlines a comprehensive mandate encompassing strategic counsel, media relations, content-led storytelling, and reputation management as Womancart expands its footprint.Value 360 will strengthen Womancart’s communication framework with a focused mandate designed to bring clarity, consistency and strategic direction to the brand’s outreach. The agency will shape a sharper narrative, develop content for press releases and media kits, across key markets including Delhi, Mumbai, and Bengaluru. The mandate also includes continuous media monitoring, structured strategic reviews and the identification of awards, events, and targeted paid opportunities that elevate the brand’s credibility. Value 360 will also leverage its influencer marketing capabilities through ClanConnect to build campaign-ready storytelling and deepen digital engagement across key audience groups. These efforts will support Womancart in presenting a strong, well-aligned narrative to consumers, investors, partners, and the wider industry. Kunal Kishore, Managing Director and Chairman, V360 Group, said, “Womancart is at a defining moment in its journey, and we are privileged to support its ambition. Strong brands grow when their purpose, product and communication move in the same direction. Our goal is to build a narrative that reflects Womancart’s long-term vision and positions its leadership as architects of meaningful change in the category. We will focus on creating clarity, consistency and strategic influence in every market where the brand seeks to lead.”Madhu Sudan Pahwa, Managing Director, Womancart, said, “Womancart is entering a phase where disciplined growth and sustained trust will shape our future. Strategic communication becomes critical in such a phase because it strengthens how stakeholders understand our ambitions. Value 360 brings the strategic depth and industry perspective we need to elevate our voice, sharpen our positioning and create long-term brand equity. We look forward to building a communication framework that supports our expansion and reflects the values we stand for.”The engagement will include monthly and quarterly strategic reviews and continuous media monitoring that enable the leadership team to make timely, evidence-based communication decisions. Media briefings and exclusive leadership interviews will form part of a sustained programme to position senior management as credible voices on topics that matter to the industry and to Womencart’s target audiences.

The public relations industry is undergoing a profound transformation as culture, communication, and talent converge to redefine the way agencies operate. Vikas Dua, Head of People at Weber Shandwick, says the changes in 2025 are far from cosmetic, with fundamental shifts in client expectations, internal culture, and leadership practices.“Client expectations have evolved. Communication that is AI-enabled, content-led, and purpose-driven is becoming standard,” Dua explained. “Digital-first PR, supported by influencer marketing, social formats, and creator collaborations, is overtaking traditional outreach, particularly in consumer and technology categories.”Integrated communications have emerged as the new norm, with PR, social media, content, and performance working in unison rather than in silos. Stakeholders increasingly experience brands across multiple touchpoints, prompting agencies to mirror this integrated reality. Crisis and issue management have also taken center stage, as real-time backlash cycles and misinformation make always-on issue response an essential capability for building trust and resilience.A defining shift in the industry is the evolution of talent. The entry of Gen Z into the workforce has prompted agencies to rethink talent models, leadership styles, and workplace culture. Teams now span four generations, bringing diverse perspectives but also varying expectations around work hours, communication, and feedback. Across generations, flexibility, meaningful work, alignment with values, and wellbeing are consistently sought.“High pressure and constant availability are no longer admired. There is a growing focus on psychological safety and humane workloads,” Dua noted. Agencies are adapting by hiring specialists in influencer engagement, digital strategy, and content creation, while project-based and gig engagements are becoming structural rather than temporary. Continuous learning, particularly in AI, data, and storytelling, is now embedded in career pathways, with clear visibility and feedback essential for employee trust and capability.Internal and external communication are increasingly intertwined. Transparency, inclusion, and ethical practices expected externally by audiences are now influencing employee retention and performance. Culture has transitioned from a side agenda to a core business strategy, with leadership expectations evolving toward fairness, clarity, accessibility, and active listening.Dua summarized the industry’s new approach succinctly: “Always on has been replaced by meaningfully on.” Agencies are moving away from constant activity toward purposeful work that balances agility, wellbeing, digital capability, and human connection.2025 has been a year of learning and adjustment for PR firms, with 2026 poised for intentional reinvention. According to Dua, the agencies that thrive will be those that understand how culture, communication, and talent reinforce each other, leveraging technology while keeping people at the heart of value creation.

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, Debasmita Saha, Head – Brand, PR & Culture at HUSE Energy, shares her perspective on building brands from the inside out, where culture, values, and communication intersect. With experience spanning unconventional sectors such as energy and mobility, Saha brings a people-first, purpose-led lens to storytelling—one that prioritises clarity over cleverness and impact over optics. In this candid interaction, she reflects on shaping perception through empathy, cultivating internal cultures that mirror external narratives, and navigating the evolving PR landscape in India with honesty, regional relevance, and long-term intent. You lead Brand, PR & Culture — three areas that shape how people feel about an organisation. What’s your personal philosophy on building perception from the inside out? How people feel within an organisation will always shape how the world perceives it. I don’t separate who I am from what I do—my work is an extension of my values. I believe in working with dignity and respect, being frugal and responsible, and leading with kindness. I am generous with knowledge because growth should never be guarded. Empathy is non-negotiable; people come before perception. When values are lived internally, the brand becomes honest, culture becomes strong, and trust follows naturally. Your career spans unconventional sectors like energy and mobility. What intrigued you about storytelling in spaces where the communication needs are more educational than glamorous? I’ve always been drawn to work that has consequence, not just charm. Sectors like energy and mobility aren’t glamorous, but they are deeply meaningful—they shape how a country lives, moves, and sustains itself. The storytelling here isn’t about spectacle; it’s about clarity, responsibility, and trust. I want to be part of narratives that believe in long-term, sustainable change and real solutions India can benefit from. I also choose these spaces because I have faith in the integrity of the leaders I work with. When intent is honest, the story already has a soul. Every brand has a core emotion at the heart of its identity. How do you uncover that emotional truth when working with technical or emerging industries? We often have to look at the world from a macroscopic point of view and ask what we are truly aiming to achieve. Emotion lives in outcomes. It lives in how a product of labour eventually fits into and solves a larger puzzle. In emerging industries, emotion isn’t found in features, but in impact. In energy and mobility, the emotional core is often relief, empowerment, or hope for a cleaner future. Once that purpose is clear, technology becomes a means, not the message and the brand begins to feel human rather than intimidating. Communication in newer sectors often requires shifting mindsets. How do you approach myth-busting, awareness building, and simplifying complex narratives for diverse audiences? It is never about sounding didactic without actual implementation of core solutions. The focus is always on impact—how does this help you or your business in the long run? Scepticism should be respected, not dismissed. People question new sectors because change feels risky. I focus on translating complexity into everyday relevance without diluting the truth. We lead with impact and data: time saved, money protected, mindsets improved. Different audiences need different entry points, but the same honest story. When communication is patient, clear, and relatable, myths dissolve and trust builds naturally. Culture often silently drives a brand’s external image. How do you cultivate internal culture so that employees become natural ambassadors of the brand story? A strong workplace culture can only be built on a clear and uncompromising value system, one that puts people first. That’s how respect is earned, not demanded, and how employees become genuine brand ambassadors. I anchor my approach in clarity of purpose, consistency between words and leadership actions, and creating spaces where people feel truly heard. In sustainability-driven work, people already arrive with belief. My responsibility is to protect and strengthen it, ensuring the internal lived experience mirrors the external narrative we stand for. What has been a defining moment in your PR or brand journey — a project, challenge, or insight that shifted how you think about communication? A defining moment for me was realising that clarity is more powerful than cleverness. Early on, I saw how simplifying a complex sustainability message helped a hesitant audience feel confident instead of overwhelmed. That shift taught me that communication is not about sounding impressive; it’s about being understood. Since then, I’ve focused on honest, grounded storytelling that meets people where they are, especially in sectors that are still finding their voice. The PR landscape in India is transforming rapidly — regional voices, digital communities, and purpose-led storytelling are gaining ground. What changes are you most excited to build for or contribute to? I’m most excited by the rise of regional voices, community-led narratives, and purpose-driven storytelling that feels real rather than performative. India’s sustainability story cannot be told from a single lens. I want to help build communication that is inclusive, locally rooted, and emotionally intelligent. As digital communities grow, PR has the opportunity to listen more, speak less, and create stories that reflect lived realities while still pushing the conversation forward. 

Branding Edge, a strategic communication consultancy has announced the launch of a Digital Content vertical aimed at creating clear, accessible and original content IPs around capital markets and healthcare, with a strong focus on retail audiences.The move is driven by a growing need for content that helps everyday readers make sense of complex sectors that increasingly affect their lives from stock markets and corporate actions to medicines, healthcare innovation and regulation. While information is widely available, context and clarity often are not. Branding Edge’s Digital Content vertical has been created to bridge this gap through thoughtful, easy-to-understand storytelling.The company is targeting February for the launch of its first proprietary content IP, centred on capital market themes from a retail investor point of view. For the first year, the overarching editorial focus of the Digital Content vertical will be capital markets and healthcare, with IPs designed to explain how these sectors work, why they matter, and what changes within them mean for ordinary participants.Commenting on the launch, Rahul Tekwani, Founder & Managing Partner, Branding Edge, said “Capital markets and healthcare touch people’s lives more directly than ever before, yet both remain difficult to understand for most audiences. At the same time, video-led content which should have brought clarity has increasingly turned into noise and performance, often losing authenticity in the process. Our intent is to change that positioning by slowing things down, restoring context, and using video and digital formats to explain rather than sensationalise. The first IP launching in February is a starting point for that shift.”Rather than chasing trends or short-term engagement, the emphasis will be on explainers, conversations and narrative formats that stay relevant over time. Content will aim to unpack headlines, demystify jargon and offer perspective without oversimplifying or sensationalising.IPs will be published through a mix of owned digital platforms, podcasts, video formats and selective digital partnerships, chosen based on the nature of each IP and the audiences it is meant to serve.The initiative reflects Branding Edge’s broader effort to use content as a tool for public understanding and long-term engagement, rather than promotion.

Bata India, one of the country’s most trusted and iconic footwear brands, has partnered with One Source, a leading integrated marketing consultancy, to enhance its corporate communication, strengthen leadership visibility, and drive strategic reputation-building across stakeholders. The collaboration will focus on sharpening Bata’s corporate narrative, highlighting its transformation journey, and reinforcing its leadership in India’s evolving retail landscape.With a legacy of over 90 years in India, Bata continues to innovate across product design, modern retail formats, digital integration, and customer experience. The company’s renewed focus on youth-led branding, omnichannel expansion, and product diversification is setting the pace for the next phase of growth in the footwear and lifestyle sector.“Bata India is undergoing an exciting transformation across Product design, retail experience, and consumer engagement. As we expand our footprint and evolve our brand, strategic and consistent communication becomes vital. Our partnership with One Source will help us shape a cohesive corporate narrative and deepen engagement with the media, customers, and industry stakeholders,” said Badri Beriwal, Chief Strategy and Business Development Officer, Bata India.Sandeep Rao, Managing Director, One Source said, “Bata is a brand that commands trust and affection across generations. We are honoured to support their strategic communication goals at such a pivotal time in their growth journey. Our focus will be on strengthening Bata’s reputation through thoughtful storytelling, leadership visibility, and a sharp corporate narrative aligned with their evolving brand priorities”. One Source has offices across Delhi, Mumbai and Bangalore which service Indian and global market leaders across BFSI, construction, manufacturing, plastics & packaging, business consulting, ICT, the start-up space and more. 

Storytellers 101 Communications, one of India’s leading public relations and communications agencies, has announced the elevation of Devendra Singh (Dev) as its Chief Operating Officer (COO). Dev has been associated with the agency for nearly a decade and has played a significant role in shaping its growth, culture, and client success over the years.In his new role, Dev will head the company’s Bandra office in Mumbai and oversee the overall operations of the company, bringing his deep understanding of the agency’s DNA to drive operational excellence, team leadership, and strategic execution. Having grown with Storytellers 101 from within, Dev is known for his strong grasp of the agency’s pulse and his hands-on approach to leadership.Over the years, Dev has worked across diverse domains including lifestyle, entertainment, social impact, and advertising & marketing, among others, managing a wide range of client mandates and communications initiatives. His balanced approach to strategy and execution, along with a collaborative leadership style, has established him as a dependable leader within the organization.Commenting on the elevation, Leon De Souza, Founder and CEO at Storytellers 101 Communications, said, “Dev’s journey with Storytellers has been truly inspiring. He has grown alongside the agency, consistently demonstrating ownership, integrity, and a sharp understanding of both our clients’ needs and our internal culture. As COO, Dev will play a critical role in strengthening our operations and building the next phase of growth for the agency.”Speaking on his new role, Devendra Singh said, “Storytellers 101 has been very close to my heart for nearly a decade. I am grateful for the trust placed in me and excited to take on this responsibility. I have seen the industry go through several highs and lows, and we have stayed resilient through every challenge. I intend to carry forward this legacy by building strong teams aligned with our culture, focused on long-term growth, and continuing to build brands and take them to the next level.”With this elevation, Storytellers 101 Communications strengthens its commitment to being a creatively driven, young and future ready PR organization.

What began as a year of managing noise ended as a test of credibility, capability, and consequence. In 2025, India’s PR and communications industry moved decisively beyond media outreach and message amplification, into the harder terrain of reputation economics, regulatory scrutiny, AI-led transformation, and real-time crisis accountability. From deepfake threats and influencer compliance to ESG scepticism and the convergence of earned, owned and creator-led narratives, the year exposed both structural gaps and strategic maturity across the profession. This rewind is not about campaigns that trended—but about trust that endured, systems that scaled, and the recalibration of PR’s role in a fractured, hyper-audited public discourse. The year 2025 didn’t hand the communications industry a pause button. It handed it a stress test. For Weber Shandwick, it was a year marked by structural change, sharper expectations, and a market that stopped rewarding noise for its own sake. In the middle of that churn, Karan Bhandari, Managing Director – Integrated Media Strategy, Weber Shandwick, watched momentum replace uncertainty as teams converted transition into traction, strengthening client relationships, embedding AI into everyday communications, and closing the year with Agency of the Year recognition. As part of Adgully’s annual re-look at the year – REWIND 2025 – Karan Bhandari reflects on why resilience has become a built capability rather than a crisis response, how trust has emerged as the industry’s most valuable creative currency, and why PR is no longer an add-on, but a decision-shaping function at the core of modern brand strategy. His perspective captures a defining truth of 2025: relevance now belongs to organisations that create stability, credibility, and impact even as the ground keeps shifting. How would you describe the year 2025 for your organization, and were there any standout moments that defined it? 2025 was a year of momentum. It began with significant global shifts and a sense of transformation across the business, but what stands out to me is how quickly we found our footing. Even with leadership changes and an evolving global structure, the teams moved with clarity, ownership and ambition. The moment that defined the year was seeing everyone convert change into progress. Instead of slowing down, the teams renewed key client relationships, won new ones, strengthened internal culture and closed the year with Agency of the Year recognition. For me, it proved something important: resilience is not a reaction, it is a capability. Resilience is not what you show in a crisis. It is what you build quietly when no one is watching yet - and year reminded us that the strongest organisations do not wait for stability to arrive. They create it. When you look at the broader PR and communications industry, what defines this year for the industry? The industry reached an inflection point. The Omnicom IPG development did more than reshape holding company structures. It signalled to every agency that modern relevance requires sharper positioning, deeper capability and a more honest understanding of what clients truly value. This year was shaped by three forces: AI being used meaningfully across crisis response, analysis, planning and baseline operations A renewed understanding that talent is the real differentiator Clients becoming more open to work that is bolder, clearer and more culturally awareThe industry did not evolve because of new tools. It evolved because clients stopped rewarding work that did not move the needle. Which new big clients did you onboard this year, and what made those wins special? Without naming specific clients, this was a year of meaningful and future-focused partnerships. What made the wins special was the nature of the work. We were brought in to shape integrated influence programs, build credibility frameworks, and apply intelligence and insight to how communications operate daily. We also embedded AI as part of everyday communications. This included predictive insight work, stress testing for issues, and streamlining operations that would have otherwise slowed teams down. What made the year even more significant was that we achieved this while maintaining exceptional client retention. Winning is important, but keeping trust through change is even more telling. How has the role of PR evolved? Trust is becoming the new creative currency. You cannot decorate your way into it. You have to earn it. Trust at scale is now the true outcome. We are operating in a landscape where smart use of AI adds depth and intelligence to work, but instinct and judgement still carry the final word. Authentic storytelling has shifted from being a differentiator to being the minimum expectation. And clients today are more open to challenging their own conventions, which is a positive and needed shift. PR is no longer the final layer on top of a brand strategy. It is often the place where decisions are shaped, debated and pressure-tested long before anything becomes public. 

Approach Entertainment & Communications, India’s award-winning integrated communications and entertainment group, is delighted to announce its appointment as the official PR, Digital and Integrated Communications partner for Ramashree Harmony Music, one of the most promising independent music labels of 2025.The partnership brings together the group’s complete 360-degree expertise through its two full-service divisions. Approach Communications, the celebrated PR, digital marketing and integrated communications arm, will lead all media relations, artist publicity, digital amplification and strategic communication initiatives. Complementing this, Approach Entertainment, the powerhouse in celebrity & artist management, full-fledged film productions, advertising & corporate films, film marketing, events and entertainment marketing, will exclusively handle the entire production pipeline, celebrity and artist management, live concerts, branded collaborations, experiential events and all entertainment marketing activities for the label and its roster of artists.This seamless synergy will power a high-impact, multi-platform campaign designed to catapult Ramashree Harmony Music and its talents into the national and global spotlight.Mumbai-based Ramashree Harmony Music has swiftly emerged as a breath of fresh air in the independent music landscape, championing originality, world-class production and soulful storytelling. The label made a spectacular debut in 2025 with the romantic monsoon anthem “Barish Ka Mousam Aayaa”, written, composed and sung by the extraordinary Dr. Shamkumar Shinde — a track that continues to win hearts across the country with its evocative lyrics and mesmerising melody.By offering complete end-to-end support from studio-grade recording and global distribution through Ditto Music to aggressive social-media and digital promotion, the label ensures every release reaches major platforms including YouTube, Spotify, Apple Music, JioSaavn and Amazon Music.Dr. Shamkumar Shinde, currently pursuing his MS ENT postgraduate residency at Mumbai’s prestigious KEM Hospital, embodies a rare blend of medical dedication and musical brilliance. Known for his electrifying full-orchestra live performances, he continues to heal through science and touch souls through melody.Rani Atram, Head & Spokesperson, Ramashree Harmony Music, said, “This partnership with Approach Entertainment & Communications marks the perfect leap forward for us. Their unrivalled command over entertainment marketing, celebrity networks, PR and digital reach will help our music travel to every corner of India and beyond.”Sonu Tyagi, Founder & Director, Approach Entertainment & Communications Group, added, “Ramashree Harmony Music’s authentic and soul-stirring vision aligns beautifully with everything we stand for. We are thrilled to bring our full entertainment and communications arsenal to elevate this label and artists like Dr. Shamkumar Shinde to the biggest stages.”Sonu Tyagi is an award-winning writer, director and producer with professional qualifications in Advertising Management, Journalism and Film Making. Before founding the group, he worked with leading advertising agencies and media houses in India. He has co-produced the critically acclaimed spiritual web series Two Great Masters, is currently co-producing the international film Liberation, and serves as Creative Producer on the upcoming satirical Hindi comedy Camp Decent starring Brijendra Kala, Rajpal Yadav, Sara Khan and Hemant Pandey.The Approach Entertainment & Communications Group has been honoured with prestigious recognitions including the Biz India 2010 Award from the World Confederation of Businesses, the Service Excellence Award from the World Marketing Organization, and PR Company of the Year at the Business Tycoon Awards.With a strong presence across Mumbai, Delhi, Gurugram, Goa, Dehradun, Chandigarh, Kolkata, Hyderabad and Jalandhar, the group remains the preferred partner for films, celebrities, music labels and corporates in entertainment, healthcare, finance, education and spiritual sectors.The Approach Entertainment Group also houses Go Spiritual, a dedicated spiritual and wellness organization committed to promoting spirituality, philanthropy and social causes, mental health awareness, holistic wellness, spiritual tourism, events, media and organic living**.Go Spiritual actively drives meaningful initiatives across these domains and has recently launched the Go Spiritual News Magazine App. The organization is also gearing up to launch Go Spiritual OTT, a forthcoming streaming platform focused on positive, uplifting and spiritually enriching content.

Shreya Cheema has taken on a new role as Communications Manager, India at VisitBritain. The move follows a three-year stint at Outlook Traveller, where she most recently served as Associate Editor.During her time at Outlook Traveller, Cheema was involved in editorial production across print and digital platforms. Her work included commissioning and editing features, managing contributor relationships, and collaborating with tourism boards such as Germany Tourism, Tourism Australia, Spain Tourism Board, and Dubai Tourism. She also handled advertorial projects with brands including Mastercard India, Booking.com, Maruti Suzuki, and Panerai, and contributed to the relaunch of the Outlook Traveller digital platform.Before Outlook Traveller, Cheema worked across digital agencies and media organisations, including Wondrlab India, Ting, WATConsult, and Worldwide Media. Her experience spans editorial strategy, digital content, brand communication, and social media marketing.In her new role at VisitBritain, Cheema will be based in Mumbai and will oversee communications for the organisation’s India market.

Compass Communications has bagged the public relations mandate for Genovation Technological Solutions, a deep-tech company at the forefront of artificial intelligence and machine learning innovation.Founded in 2021, Genovation’s flagship platform, Mentis, is the subcontinent's first cost-effective, Made-in-India Agentic AI platform that is designed to transform enterprise decision-making with precision, explainability, and cost-efficiency. Genovation’s current clientele spans across sectors such as Manufacturing, Aerospace, Retail, Healthcare and Finance.As part of the mandate, Compass Communications will drive strategic communication, thought leadership and media visibility, for the company. The agency will also focus on highlighting Genovation’s original IP, R&D excellence, and leadership in building pioneering and privacy-first agentic AI solutions for enterprises.Speaking on the partnership, Anurita Das, Founder & CEO, Genovation, said:“At Genovation, we are developing AI models that are not only intelligent but also cost-effective, secure, and positively impact the businesses of our clients. Our belief is that AI, when built responsibly and deployed intelligently, has the power to reshape the way the world operates. We are very excited to partner with Compass Communications and their expertise and attention to detail stood out for us from the start. Their industry knowledge will be critical as we amplify our unique story and showcase our products.”Rohan Srinivasan, Co-Founder, at Compass Communications, added, “In a market where intelligent, autonomous systems are redefining efficiency and innovation, agentic AI stands at the forefront of this transformation. We are incredibly excited to partner with Genovation, a company that is at the cutting edge of innovation and who are building the future of autonomous AI.”Compass Communications, currently has a portfolio of over a dozen national and international clients across BFSI, Automotive, Technology, Education, Executive Search, Luxury, Consumer Tech, Real Estate and Healthcare. The agency currently works with clients across Delhi NCR, Bangalore, Kolkata and Chennai.

Adfactors PR and the Future Communicators Foundation (FCF) have awarded the 2025 Adfactors PR FCF Scholarship at the School of Communications & Reputation (SCoRe) to Chaarutha Arabind and Shrimoyee Sur. The scholarship, fully funded by Adfactors PR, is presented annually to two top students from the Adfactors PR FCF Scholarship competition. This year, the top five applicants presented their campaign briefs in person at the Adfactors PR Mumbai office, with winners selected based on their 20-minute presentations.The theme for the 2025 scholarship was “Mumbai Reimagined: Dreams in Sustainable Motion.” Students were required to create campaign briefs addressing Environmental and Social Governance (ESG) challenges in Mumbai, focusing on sustainability, inclusiveness, and climate resilience. They were tasked with selecting a focus area such as heritage preservation, affordable housing, or infrastructure, defining three Key Performance Indicators (KPIs) for communication outcomes, and planning stakeholder engagement involving citizens, artists, and civil-society groups.Shrimoyee Sur’s campaign, titled Shards from the Crown: Mumbai’s Vanishing Heritage, proposed a multi-pronged approach to heritage preservation. Initiatives included highlighting risks to architecture from flooding, waste, gentrification, and large-scale construction. The campaign featured a 30-minute documentary on Mumbai’s vanishing heritage, advocacy for composting and waste segregation to reduce flood damage, mapping waterlogged areas to promote public-private infrastructure partnerships, and encouraging electric buses to minimize the impact of large transport projects on heritage sites.Chaarutha Arabind’s campaign, City of Dreams, City of Change, focused on citizen-led ESG initiatives. Projects included converting neglected city walls near heritage sites into carbon-capturing murals with QR codes to share sustainability and heritage stories, a gamified website encouraging green actions, partnerships with NGOs to integrate ESG into community events, and a ticketed comedy event to raise funds for green initiatives while promoting heritage preservation.The scholarship highlights the growing integration of sustainability and ESG principles into communications education and professional practice. Both campaigns demonstrate how students can combine creativity, technology, and community engagement to address urban challenges while promoting heritage and sustainability in Mumbai.The Adfactors PR FCF Scholarship continues to support the development of the next generation of communication leaders by providing a platform to apply classroom learning to real-world, sustainability-focused campaigns.

In order to meet the demands of its rapidly increasing portfolio and geographic footprints across India, PR Professionals (PRP), India’s leading integrated communications firm and the flagship of PRP Group, has strengthened its pan-India leadership by onboarding senior industry specialists across key markets, including Delhi NCR, Mumbai, Patna, and Vijayawada. These strategic hires of leaders with proven capabilities will fuel the growth across public relations, digital, and video production verticals. As part of this growth phase, PRP has added nearly 60 new professionals across 16 centres in India in the calendar year 2025.The key leadership appointments include Rajiv Sharma - AGM, Client Servicing & Media Relations, Patna. He joins PRP’s Patna office, bringing 25 years of experience in journalism. He was earlier associated with Dainik Jagran, overseeing media operations across 17 districts in Bihar and Uttar Pradesh. An alumnus of Banaras Hindu University, he brings strong editorial insights, regional expertise, and a deep understanding of local media ecosystems.Dr. Gunna Karthik, as Project Lead, Vijayawada, Dr. Karthik, who holds a doctorate in Visual Communication from Andhra University, brings over 15 years of experience in media and public relations. His expertise spans visual storytelling, stakeholder engagement, and integrated project management. He will play a key role in strengthening the agency’s presence in Andhra Pradesh and the southern region. Ranjit Kumar Singh, General Manager, HQ (Gurugram). With two decades of experience across leading media houses such as India Today Group, Dainik Bhaskar, and Amar Ujala, Ranjit Kumar Singh joins PRP’s headquarters as General Manager. An alumnus of the Indian Institute of Mass Communication (IIMC), he brings strategic leadership capabilities that will drive client servicing and media excellence across national mandates.Sapana Yengua joins as Account Director – Mumbai with over 16 years of experience in corporate communications, brand strategy, content, and strategic media relations. She has worked across diverse sectors, including Education, BFSI, Healthcare, Manufacturing, Real Estate, and FinTech, delivering impactful PR and crisis management programs for leading brands. Sapana has previously worked with Adfactors PR, Concept PR, and Madison Public Relations and brings strong expertise in client servicing and new business growth.Dr Sarvesh Tiwari, Founder & Managing Director, shared, “I am delighted to welcome our new leaders to the PR Professionals family. Each of them brings deep expertise, strong regional insight, and an impressive track record of work. The year 2025 has been a period of exponential growth for PRP both in scale and capability, and these strategic appointments further fuel our momentum. As we continue to expand across geographies and service verticals, we remain committed to building a future-ready organization powered by exceptional talent and trusted by our clients.” Earlier this year, PRP also announced the appointment of Mayank Gaur as Creative Director, marking a significant boost to its creative and integrated communication capabilities. With over 30 years of experience, Mayank is a seasoned brand strategist, filmmaker, author, and creative leader who has worked with marquee brands including JK Cement, GAIL, Denver, Incredible India, Arunachal Pradesh Tourism, Sarovar Hotels, and more. He has led award-winning campaigns, including the iconic Chhutkau Painter and Phodu aur Jodu TVCs for JK Wall Putty. He has produced over 100 corporate films and documentaries for national and global organizations.PR Professionals has emerged as a leading player in the integrated communications space, with some of India's leading organizations trusting it with their integrated communications mandate.

For decades, PR has been measured in impressions, clippings, and “brand awareness.” But today, Cameo is rewriting the rules. The UAE’s leading performance PR agency has announced Performance PR 2.0, a bold, first-of-its-kind model that transforms PR from a visibility tool into a measurable revenue engine.In an industry where results have traditionally stopped at coverage, Cameo is pushing PR into entirely new territory.The Moment It All Changed Cameo first disrupted the region with a model where clients paid only for secured coverage: No retainers, no vague promises, no guessing. But as the agency grew, something unexpected began to happen: PR wasn’t just generating awareness. It was influencing buyer behaviour and directly driving sales.Footfall. Orders. Downloads. Signups. App usage.All off the back of PR moments.“That’s when it hit us,” says Lara Geadah, Founder & CEO of Cameo Comms. “PR was already driving conversions - we just hadn’t formalized the system that made it happen. Performance PR 2.0 is that system. It’s PR engineered for business impact.”Performance PR 2.0 isn’t an upgrade. It’s a reinvention.It’s built from Lara’s decade of experience across media, social media, events, and real estate, merging the strongest parts of every discipline into one unified model where PR doesn’t just spark attention… it drives action.A New PR Model Built for Business Outcomes Every Performance PR 2.0 partnership follows a rigorous, data-powered structure:It starts with a deep discovery phase, followed by a custom-built strategy for the brand’s category. Cameo then activates a blend of PR storytelling, branded moments, influencers, UGC content, strategic collaborations, and private previews - all crafted to influence behaviour and push consumers toward conversion.Each month, clients share sales or usage data, and Cameo uses it to refine and optimize the campaign, strengthening the commercial impact over time. Only brands that show clear potential are accepted - the program is application-based and highly selective to protect performance.What Performance PR 2.0 Looks Like in Action Unlike traditional PR, this model integrates multiple conversion mechanisms into a single storytelling engine - from UGC ads inspired by PR moments, to ticketed brand experiences, partnership outreach, influencer storytelling, private viewings, creator content, and targeted press designed to convert interest into action.This is PR that behaves like marketing - without losing the credibility of earned media.And the results speak for themselves.Herogo, a food-waste app, increased platform usage after Cameo combined influencers, UGC assets, and targeted partnerships into a PR-led adoption campaign. Quince, an F&B brand, saw a measurable sales lift within three months through curated events and creator-led promotions. And luxury and real estate brands have used the model to generate qualified leads through VIP previews and narrative-driven media features.A Revenue-Sharing Model That Aligns IncentivesPerformance PR 2.0 is priced with a flat management fee plus a commission on every sale. If clients grow, Cameo grows. If they don’t, the agency doesn’t benefit. It’s an accountability-first approach that challenges decades of PR tradition.“Brands don’t just want visibility anymore,” says Geadah. “They want proof. They want movement. They want impact. Performance PR 2.0 finally gives PR the commercial role it deserves.”

Eesha Maheshwari has joined K Raheja Corp as Assistant Manager – Corporate Communications. In her new role, Maheshwari will oversee a range of corporate communications functions, including external storytelling, internal communications, employer branding, CSR initiatives, and social presence management.Prior to joining K Raheja Corp, Maheshwari worked with JioStar as Assistant Manager – Corporate Communications, handling communication strategies for the Mumbai region. She also served as Senior Executive at Viacom18 Media Pvt. Ltd., managing corporate communications across entertainment clusters and campaigns, and contributed to ShareChat as Associate – Communications.Maheshwari began her career with Avian WE, holding positions from Account Executive to Senior Account Executive, before gaining experience in marketing and communications through roles at Shree Krishnam Jewellery, Eight Thousand Miles, Dot 'N' Dash Graphics, and The Srajan – India.Throughout her career, she has worked on PR strategy, content development, media relations, event management, influencer engagement, and brand strategy across sectors including entertainment, digital media, and corporate communications.Her appointment at K Raheja Corp marks a transition from the fast-paced entertainment industry to corporate communications in the real estate and infrastructure sector, bringing her diverse experience to a new organizational environment.

Nileema Mandal has stepped into a new role as Head of Public Relations at Nadiadwala Grandson Entertainment. She announced the move on LinkedIn, marking the start of this position in December 2025.Mandal brings nearly eight years of experience from Universal Communications, where she worked across Bollywood and Hollywood projects as well as independent talent. Her tenure there included roles as Public Relations Manager and Senior PR Manager, handling campaigns, talent relations, media strategy, screenings, city tours, digital promotions, crisis management and national media outreach. Her client and project portfolio covered actors, studios, and films across genres, along with major titles such as Brahmastra Part One: Shiva, Bhediya, Angrezi Medium, Manikarnika, Roohi, Dasvi, Street Dancer 3D, Khuda Haafiz and several Hollywood releases.Before Universal Communications, Mandal worked with Weber Shandwick, where she managed PR and communication for shows on Colors. Her responsibilities included planning PR strategy, managing talent and crisis situations, driving publicity, pitching stories and supporting brand visibility.She previously worked with MSLGROUP, handling PR for shows on Star Bharat and Life OK. Her work covered launch strategies, logistics for press events, promotions across cities, brand tie ups, media relations, competitor scanning and campaign planning. Her performance included leading the PR for the channel’s non fiction show Om Shanti Om.Her early experience spans roles at Wooplr, Purple Squirrel Eduventures, Vidyasagar Learning and Wickedleak, covering social media campaigns, market research, business development and PR representation.Mandal’s appointment marks her return to Nadiadwala Grandson Entertainment in a leadership capacity after years of handling communication for the company’s projects through agency partnerships.

Shashwat Varma has stepped into the role of Head of Brand Communication Media at BMW India, returning to the automaker after a gap. He previously worked with the BMW Group from 2020 to 2022, managing press and corporate affairs as well as retail and experiential marketing communication.Before this move, he was at William Grant & Sons, where he handled brand marketing for Monkey Shoulder Whisky and Hendrick’s Gin.

Mumbai marketer Komal Malani walked away from a 14 year corporate run to launch her own brand consultancy, Branding You, and the announcement didn’t come from a press release. It came from her 7 year old daughter, Prisha, who recorded a short voice note to introduce the venture.The casual message, first shared on WhatsApp and then forwarded across social platforms, has turned into a launch campaign on its own. In the clip, Prisha introduces her mother’s new consultancy and asks listeners to support her journey in the simplest, most unpolished way possible.For Malani, who has spent years shaping brand narratives, the reaction became an unexpected lesson in what she wants Branding You to represent: honesty, clarity, and familiarity. She says she never imagined the audio would spread beyond close contacts.“It surprised me how far her message travelled. It reminded me that the loudest support often comes from home, not office corridors,” she says.The response from young founders, parents, and marketers also reflects a broader shift. Early stage businesses are increasingly leaning into low cost, authentic communication instead of expensive, overproduced launches. Malani’s experience shows how relatability can sometimes outperform traditional marketing muscle.Her belief remains simple. In a crowded market, brands that stay consistent, human, and real are the ones that will stand out.

Diana Monteiro has taken on a new chapter in her career, joining Hinduja Group Limited as Vice President – Branding & Communications. Sharing the update, she said she is “thrilled” to be part of the multi-billion-dollar conglomerate, which carries a 111-year legacy across sectors such as automotive, banking and finance, healthcare, media and entertainment, real estate, infrastructure, and energy in more than 100 countries.In her new role, Monteiro will lead reputation management and brand-building initiatives for the Group. She said she looks forward to shaping how the organisation connects with its stakeholders, communities, and global audiences. “As I embark on this new chapter, I look forward to collaborating and partnering with the best to build strategies that reflect the Group’s values and vision,” she shared.Monteiro brings close to a decade of senior communications and brand leadership experience. Most recently, she served as Vice President – Corporate Communications & Branding at Star Health and Allied Insurance, where she worked from February 2024 to December 2025, crafting communication strategy and strengthening the brand’s industry position.Before that, she was Chief Brand Storyteller at Shriram Finance Limited and Shriram Housing Finance for almost three years, focusing on digital marketing and brand storytelling. Earlier roles include Head of Public Relations & GM IR & CSR at Magma Fincorp (now Poonawalla Fincorp) and Associate Director – Corporate Communications & Investor Relations at Fitch Ratings, where she managed investor relations and marcom functions.Monteiro is currently based in Mumbai in her new role with Hinduja Group.

Vega Auto Accessories Ltd., managed by Scratchpad Digital has appointed Value 360 Communications Limited as its strategic PR and media relations partner. Value 360 has been onboarded through Scratchpad Digital as part of a newly established strategic collaboration. “We have always believed that true leadership goes beyond market share. It is about shaping conversations that contribute back to society and make it safe. As we enter our next phase of growth and advocacy, we need a Media Relations partner who combines great industry experience, flawless execution and has an instinctive understanding of the safety ecosystem. Value 360 Communications Limited demonstrated exactly that. We are confident this collaboration will help us reach more riders, influencers, and policymakers with messages that matter, while reinforcing Vega’s position as one of the most credible voices in Indian road safety.”, said Kunal Chandak, Director, Vega Helmets India (Vega Auto Accessories Ltd.)This partnership marks a significant step in Vega’s journey to further strengthen its leadership narrative as the country’s foremost advocate for rider safety while continuing to set global benchmarks in design and innovation. Manisha Chaudhary, Founder & Director, Value 360 Communications, commented, “Joining Vega Auto Accessories Ltd as an official partner is both an honour and a responsibility. For decades, the brand has been the gold standard in rider protection and trusted by millions of Indians with their lives every single day. We are thrilled to partner with a true category creator that has made safety aspirational. Through this partnership, we will amplify the brand’s extraordinary legacy, sharpen its equity as India’s no. 1 road safety brand, and ensure its stories of innovation, responsibility, and style resonate powerfully across every stakeholder segment.”

Ember Cookware, has appointed Communicate India (CI), one of the country’s leading integrated communications consultancies, as its Public Relations partner. This collaboration marks a pivotal step in Ember’s mission to bring clean, high-performance cookware to every Indian home and spark meaningful conversations about wellness, food, and lifestyle.With its proprietary Arcilla™ ceramic coating and Thermoclad™ technology, Ember has redefined how India cooks, offering toxin-free, high-performance, and beautifully designed cookware that is accessible rather than aspirational luxury. As Ember expands beyond metros into diverse regions and audiences, Communicate India’s deep understanding of India’s cultural and regional landscape will help the brand scale its voice and connect authentically with changemakers, creators, and households across the country.Siddharth Gadodia, Co-Founder & CEO, Ember Cookware, said:“India’s appetite for wellness-focused, high-quality kitchenware is growing rapidly, and Ember is proud to be at the forefront of this clean-kitchen movement. We’re not just building products; we’re shaping conversations about how India cooks and eats. Communicate India’s expertise in lifestyle and consumer brands, coupled with their ability to craft culturally resonant narratives across diverse audiences, makes them the ideal partner to amplify our mission and take our story nationwide.”Himanshi Tandon, Co-Founder & CMO, Ember Cookware, added:“Our goal has always been to make clean, high-performance cookware desirable and accessible for Indian households, from big cities to smaller towns. With their pulse on India’s evolving consumer landscape and a track record of shaping conversations for lifestyle brands, Communicate India will help us educate consumers on the benefits of toxin-free cooking and further position Ember as India’s go-to brand for modern, design-led kitchens.”Akshaara Lalwani, Founder & CEO, Communicate India, said:“Ember is a rare brand that combines form, function, and a genuine purpose. In just a short time, it has earned immense organic love and is already driving a cultural shift toward clean cooking. We’re inspired by Ember’s global outlook and its commitment to innovating for India, from its Innovation Lab to its strong industry backers. Our role will be to take this powerful voice to scale, build real conversations with the people shaping culture across the country, and help cement Ember’s position as a movement rather than just a cookware brand.”This partnership comes at a time when India’s premium cookware segment is undergoing a transformation, fuelled by rising home cooking, a heightened focus on wellness, and global culinary trends. With Communicate India’s expertise and Ember’s innovation-led approach, the collaboration aims to create high-impact campaigns that transcend luxury categories and resonate with a diverse spectrum of Indian consumers, from creative professionals to families building their first kitchen.

Allison Worldwide, part of Stagwell, hasbased in London and will oversee the agency’s operations across the region. His responsibilities include strengthening its regional presence and supporting clients at the executive level, along with developing capabilities in reputation management, stakeholder engagement, crisis communications, influencer work, analytics and marketing. He will report to Allison Global CEO Jonathan Heit.Lucas previously served as UK CEO at Hotwire and has held senior roles at Edelman, Ogilvy and Teneo. His client experience includes work with Meta, FedEx, McDonalds, Coca-Cola and Disney. Before entering consultancy, he worked as a journalist and producer at Sky News and the BBC. He has been listed in PRWeek’s PowerBook for the past seven years.Ray Day, executive chair of Allison Worldwide and vice chair at Stagwell, stated that Lucas’ appointment reflects the agency’s focus on strengthening its leadership and regional growth.Lucas said he is looking forward to working across the agency’s European teams and contributing to its future direction.Allison Worldwide is a communications agency offering global services in PR, influencer engagement, analytics and marketing. The company operates within Stagwell, a global marketing and communications network.