The communications industry is navigating a period of significant change. Artificial intelligence is reshaping workflows, brand expectations are evolving, and audiences are becoming increasingly discerning about the messages they consume. In an environment where visibility is easier to achieve but credibility is harder to earn, the expectations from communication professionals are changing too.
As Diwali 2026 brings with it the spirit of new beginnings, it also offers an opportunity for the industry to reflect on what needs to change. From moving beyond the pursuit of trends and vanity metrics to demanding greater accountability, stronger commercial models and more meaningful storytelling, communication leaders have a clear wish list for the profession.
Adgully spoke to industry leaders about the one change they would like to see in the communications industry this Diwali. Their perspectives highlight a common thread: the need to build an industry that values trust, strategic thinking, creativity and the people behind the work.
Trust is the new currency of communication
For Parminder Sahni, Partner, Dominant PR, the industry's biggest shift should be in how it measures success. Rather than chasing fleeting trends and viral moments, communication professionals need to prioritise the credibility they build over time.
“This Diwali, I wish our industry would chase trust as passionately as it chases trends. Going viral is a moment; earning credibility is an asset.”
Echoing the importance of credibility, Dr. Shailesh Goyal, Director, Simulations Public Affairs Management Services Pvt Ltd, believes communication must move beyond visibility and embrace greater human empathy, cultural sensitivity and authenticity.
“This Diwali, I wish the communication industry moves from chasing visibility to building genuine trust—using AI and data responsibly, but never losing the human empathy, cultural sensitivity and credibility that make a brand story truly meaningful. My wish is for communication to shift from noise to nuance—less campaign clutter, more authentic, culturally rooted storytelling that earns lasting trust.”
He further emphasises the importance of bringing a more human approach to communication, particularly in an environment increasingly driven by campaigns, deadlines and visibility metrics.
“My wish for the communication industry this Diwali is that we bring a little more heart into everything we do. Beyond campaigns, deadlines, reach and visibility, may we create communication that is honest, thoughtful and human. I would love to see an industry where we listen more, understand better, celebrate diverse voices and use the power of words and stories to bring people closer.
As Maya Angelou beautifully said, ‘People will forget what you said, people will forget what you did, but people will never forget how you made them feel.’
This Diwali, may we choose connection over clutter, empathy over noise and meaningful conversations over fleeting visibility. Wishing everyone a Diwali filled with light, fresh perspectives and meaningful connections!”
Similarly, Anjula Shyamsundar Gupta, Corporate Communications and PR Consultant, believes authentic storytelling needs to become a stronger priority as audiences navigate an increasingly crowded communications landscape.
“This Diwali, one change I would like to see in the communications industry is a stronger shift towards meaningful and authentic storytelling. In an environment crowded with information and constant messaging, communication must go beyond visibility and focus on building trust, fostering genuine connections and creating lasting impact. I hope to see brands prioritise honesty, empathy and relevance, ensuring that what they communicate resonates with people and reflects the values they stand for.”
From chasing trends to building trust
Adding to the emphasis on credibility, Maddiee Amrutkar, Founder & CEO, Glad U Came, believes the industry needs to rethink how it measures communication success, particularly as AI accelerates content creation.
“One change I would love to see in the communication industry is a stronger shift from visibility to credibility. In an increasingly crowded digital world, where AI is making content creation faster and easier, the real value of communication should lie in authenticity, trust and meaningful storytelling.
We need to move beyond measuring success purely through impressions, reach and media coverage, and start giving equal importance to the quality of conversations, audience trust and the impact a brand creates. Technology and AI should empower creativity, not replace the human insight and relationships that make communication meaningful.
This Diwali, my wish for the industry is simple: fewer conversations for the sake of visibility, and more communication that genuinely creates value, builds trust and leaves a lasting impression.”
Less noise, more accountability: The need for honest communication
For Komal Lath, Founder, Tute Consult, an integrated Communications Consultancy, the industry needs to develop the courage to challenge conventional practices, question unsuitable briefs and move away from superficial measures of success.
“As we celebrate Diwali, where we do our deep clean-ups and clean outs, I want an industry brave enough to say no. No to the trend that doesn’t fit, the purpose a brand doesn’t practise, the brief that’s dishonest or AI generated! And no to the thirty-clip report dressed up as success. That model is finished. Everything is integrated now, or it doesn’t work. This Diwali, let’s clean out the yes-men. Clients have plenty of agencies. They need the truth and someone to really have their back!”
Her perspective brings attention to the evolving relationship between brands and their communication partners, where agencies are increasingly expected to offer strategic counsel, question decisions and provide honest feedback rather than simply execute briefs.
Breaking silos: Why integrated communication matters
As the boundaries between advertising, marketing, public relations and digital communication continue to evolve, Aman Dhall, Founder, CommsCredible, believes the industry needs a more connected approach to brand building.
“As we head into 2027, what I would like to see in the advertising, marketing and PR industry is a more connected approach to brand building. For too long, we have looked at advertising, marketing and PR as separate functions, each with its own role and measures of success. But that's not how people experience a brand. They see its advertising, come across its content, read what others are saying about it and form an opinion based on all these interactions. And how these interactions affect decisions is changing. AI is shaping what people find, what brands they consider, and what information they rely on before they make a choice. The consumer is also asking more questions and is looking beyond what brands tell us about themselves.”
He further says, “However, visibility is not enough in this environment. People have to know where to find a brand, what it believes in and have good reason to trust it. That requires a shift in how we do our work. AI discovery, brand strategy, content, digital PR and experiential engagement need to be connected for this. Once linked together, they help build a consistent and credible brand experience. They should have a common purpose and a consistent brand story for every interaction.”
Dhall adds, “I would like to see the industry spend less time chasing impressions and more time understanding what those impressions actually achieve. Are we building recall? Are we shaping perception? Are we earning trust? These are far more meaningful questions than how much noise a campaign can generate.
Technology will continue to change how we communicate, but it cannot replace sound judgement, creativity or an understanding of people. As we celebrate Diwali, I hope 2027 brings a more thoughtful approach to brand building, one that places equal importance on being discovered, being understood and being trusted.”
The business of PR needs a commercial rethink
Beyond the changing nature of communications itself, the industry's business models and talent economics also need attention.
Tarunjeet Rattan, Managing Partner, Nucleus PR, believes the relationship between agency fees, scope of work and employee salaries needs a much-needed reset.
“My one Diwali wish for the PR industry? A much-needed course correction.
It's time we revisited the relationship between scope of work, agency fees and salaries. As the scope and complexity of PR evolve, our commercial models need to evolve with them. More strategic expectations, wider deliverables and increasingly specialised talent cannot be supported by commercials that haven't kept pace.”
She maintains, “This isn't just about PR agencies charging better. It's about clients recognising the value of strategic counsel, agencies valuing the talent that delivers it, and the industry building business models that reward quality and expertise. Perhaps this Diwali, along with cleaning up our homes and offices, we could do with a little spring cleaning of our industry economics too. Because good PR shouldn't come at the cost of good business. And neither should it come at the cost of good people.”
Celebrating progress while making room for bigger ideas
While some leaders are calling for structural changes, others believe the industry must also acknowledge its achievements and create more opportunities for fresh thinking.
Jagriti Motwani, Co-founder and Chief of Cha-Chi Communications, believes the industry should recognise how far Indian marketing and communications have come, while continuing to encourage younger professionals and ambitious ideas.
“It's time our industry stopped auditing its gaps and started applauding its leaps. This year, Indian marketing and communications didn't just keep pace with the world; it set the pace, with ideas that travelled across languages, screens and borders and moved millions along the way. Perhaps our proudest achievement is that a whole new generation now sees this industry as the place to make a difference, and is eager to bring its ideas to the table. As the industry is evolving with the power of AI in our hands, the only real limit is the size of our imagination. Here's to bolder ideas, braver work and even bigger successes in the year ahead.”
As the communications industry continues to evolve, its priorities are becoming increasingly clear. The next phase will require more than adapting to new technologies or finding newer ways to capture attention. It will call for stronger relationships, more responsible communication, sustainable business practices and storytelling that people can genuinely connect with.
This Diwali, the industry's wishlist is ultimately about moving beyond the noise and building communication that means something.
