CommsCredible, a Gurgaon-based communications and PR tech firm founded by Aman Dhall, marks its sixth anniversary with a strategic rebrand, moving from its founding philosophy of #StoryMatters to a new positioning centred on Actual Intelligence.
The shift reflects a changing communications landscape where the way brands are discovered, understood and evaluated is being reshaped by artificial intelligence, fragmented media consumption and increasingly complex stakeholder expectations.
Over the last six years, CommsCredible has built its practice around the fundamental belief that stories matter. Its next chapter is about understanding what happens to those stories once they enter an increasingly AI-led, search-driven and multi-platform world.
Announcing the evolution, Aman Dhall, Founder, CommsCredible, said, “Six years of #StoryMatters shaped who we are. But the world has changed. AI is changing how brands are discovered, understood and chosen. So, we’re evolving too. From #StoryMatters to Actual Intelligence.”
The new positioning is anchored in ABCDE: AI Discovery, Brand Strategy, Content Marketing, Digital PR and Experiential Events, bringing together capabilities that increasingly influence how brands are discovered, understood and built today.
The ABCDE model
At the centre of the rebrand is CommsCredible’s new integrated ABCDE model, bringing together five capabilities that traditionally operated across separate communications and marketing functions.
Together, the five are designed to work as a connected system rather than as standalone services. The objective is to ensure that what a brand says, where it appears, how it is discovered and how people experience it reinforce the same narrative.
When CommsCredible began in 2020, PR was largely about getting brands into conversations. Today, the challenge is broader. A company can be mentioned in the media, have a strong social media presence and still remain difficult to discover, understand or trust.
At the same time, audiences increasingly encounter brands through search engines, AI platforms, social feeds, communities, events and conversations with people inside the organisation. This means communications can no longer operate as disconnected functions.
AI is changing discovery
Artificial intelligence is emerging as a fundamental change in how information is found and interpreted. Now brands face an additional level of discovery as consumers, employees, investors and other stakeholders increasingly use AI-powered tools to research companies, products, leaders and categories.
For CommsCredible, this does not mean replacing human intelligence with AI. It means understanding how AI systems discover, interpret and surface information, while ensuring that the underlying brand narrative is credible enough to stand up to scrutiny.
AI Discovery is therefore a key part of the new ABCDE model. The company sees the opportunity at the intersection of technology and actual intelligence: using AI to improve how communications is researched, created and distributed, while retaining human judgement, context and storytelling at the centre.
Six years of building, the next chapter of scaling
The rebrand builds on CommsCredible’s experience of working with more than 40 high-growth businesses across sectors including fintech, deep tech, sport tech, manufacturing and social impact, across India, Southeast Asia and the Middle East.
The anniversary also comes at a significant moment in Dhall’s own professional journey. Earlier this year, he was named a national winner of the Study UK Alumni Awards in India in the Culture, Creativity & Sport category and subsequently selected as one of seven Global Finalists from more than 1,800 applications across 120+ countries. He has also recently begun the Oxford Emerging Leaders Programme at Saïd Business School, University of Oxford.
“Six years gives you enough distance to understand what has worked, what has changed and what needs to evolve. We are taking everything we have learnt about reputation, storytelling and relationships and building it for the next version of the communications industry,” said Dhall.
The company will continue to work with founders, businesses and organisations looking to build long-term reputation, while expanding its capabilities across AI Discovery, strategy, content, digital PR and experiences.
