Agility and authenticity dominate corporate communications in 2024

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.

In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.

In an exclusive conversation with Adgully, Kruttik Parekh, Senior Manager - Corporate Communications, Rebel Foods, speaks at length about the communication strategies that help the brand stand out in the crowded food and beverage startup market. He also shares insights on leveraging social media and influencer marketing within Rebel Foods’ corporate communications strategy, his transition from the entertainment industry to the F&B sector, and more.

Rebel Foods is a pioneer in the cloud kitchen space. How does your role contribute to shaping its brand narrative in a highly competitive food delivery ecosystem, and what strategies do you employ to ensure its communication stands out amidst a crowded market of food and beverage startups?

My role at Rebel Foods, the world’s largest and fastest-growing cloud kitchen company, has been immensely enriching and dynamic. In a highly competitive and rapidly evolving food delivery ecosystem, staying relevant and agile in our communication is paramount.

To shape Rebel Foods’ brand narrative, we focus on spotlighting the innovative campaigns we launch across our diverse portfolio of brands, including Faasos, Behrouz Biryani, Oven Story, Wendy’s, and others. These campaigns not only reflect the essence of each brand, but also showcase our pioneering approach in the food-tech space.

Our communication strategy emphasizes a holistic and integrated approach. We create a 360-degree amplification plan for every campaign, ensuring its message resonates across all possible touchpoints. This includes leveraging print, digital platforms, television, WhatsApp marketing, in-app notifications, outdoor media, and more. By aligning these channels effectively, we ensure that our communication stands out amidst the noise and reaches our target audience with maximum impact.

Rebel Foods has multiple brands catering to various customer preferences. How do you ensure each brand maintains its unique identity while aligning with the larger Rebel Foods vision?

We treat each brand as a storyteller with its distinct voice while ensuring a unified ethos across Rebel Foods. Clear positioning and tailored messaging for each brand allow us to celebrate individuality. For example, with Behrouz Biryani, the messaging is more inclined towards royalty, while with Faasos, it is more modern and quirky. However, all brands are united by our overarching commitment to quality, innovation, and customer delight, ensuring they resonate with Rebel Foods’ larger mission of transforming food experiences.

Given the shift towards digital-first communication, how do you leverage social media and influencer marketing in Rebel Foods’ corporate communications strategy?

Social media and influencers are integral to our strategy for humanising the brand and reaching audiences authentically. We plan various campaigns and activities to keep the spirit up and ensure our customers are involved and feel valued. An example here could be our recent children’s day activity under Oven Story, where we had pizzas made in different shapes, calling them “kiddy pizza” and the other one by EatSure, where we leveraged the power of nostalgia and sent out famous 90s treats with every order. We had influencers come in and try our treats and then hop on to the promotional brandwagon. By using data-driven insights, we tailor our campaigns to resonate with diverse demographics while maintaining transparency, ensuring our messaging feels personal and impactful.

Having worked in leadership roles at INOX and now at Rebel Foods, what is your approach to building and mentoring high-performing communications teams?

Having held leadership roles at INOX and now at Rebel Foods, I believe that building and mentoring high-performing communications teams starts with a focus on fundamentals. In PR, especially on the brand side, staying true to the basics while executing innovative and impactful campaigns is key to success. I encourage my team to think beyond the ordinary and give them the freedom to express and execute unique ideas that push boundaries. This autonomy fosters creativity and helps develop campaigns that truly resonate with audiences.

As a leader, I prioritize motivation and collaboration. Building a culture of unity and instilling a “One Team” mindset is particularly crucial during challenging times. By empowering the team and fostering an environment of mutual trust, we navigate crises effectively and emerge stronger.

During your tenure at INOX, the pandemic posed significant challenges for the entertainment industry. What key crisis communication lessons from that time do you apply in the F&B sector?

I joined INOX during the second wave of the pandemic in March 2021, a time when cinemas had been closed for an unprecedented 365 days with no revenue flow. The challenges were immense, as audiences were hesitant to return to theaters, and the entire cinema industry was striving for revival.

During this period, I learned that in a crisis, it is crucial for a PR professional to think creatively and execute out-of-the-box ideas. We launched several impactful campaigns during the post-COVID era that not only helped rebuild audience confidence, but also contributed significantly to the industry’s revival.

Patience and instinct are invaluable during a crisis. Remaining calm, trusting your intuition, and consistently focusing on innovative solutions are lessons I carry forward into the F&B sector. Whether it’s reviving a cinema or navigating challenges in food and beverage, these principles remain fundamental to effective crisis communication and brand recovery.

What motivated your transition from the entertainment industry to the F&B sector, and what excites you the most about your role at Rebel Foods?

After spending over four years in the entertainment industry, I was eager to explore new challenges in a different sector. The food tech space, with its dynamic and constantly evolving nature, presented an exciting opportunity to innovate and connect with consumers in meaningful ways.

Since joining Rebel Foods over eight months ago, I’ve discovered the art of delighting customers through innovative, emotionally resonant campaigns. For instance, initiatives like sending dahi cheeni before the India versus Pakistan World Cup match, a nostalgic candy box on Children’s Day, and chocolate medals celebrating India’s victories at the Olympics have been particularly memorable. These campaigns, executed through EatSure – Rebel Foods’ D2C platform – have allowed us to create personal connections with our customers while delivering exceptional experiences. This blend of creativity, customer engagement, and impact is what excites me the most about my role at Rebel Foods.

Could you share an example of a campaign or initiative from your career that you are particularly proud of and why?

It is challenging to choose just one campaign, but an initiative that holds a special place in my heart is the PR efforts I executed during my tenure at INOX Group in 2021, amidst the second wave of COVID-19.

In addition to managing PR for PVR INOX, I was also responsible for INOX Air Products, India’s leading industrial gas company. During the second wave, when the country faced a critical shortage of medical oxygen, INOX Air Products played a pivotal role, supplying 60% of the country’s medical oxygen needs. The media’s focus on this crisis was immense, with widespread demand for interviews with Siddharth Jain, Managing Director of INOX Air Products.

I had the privilege of spearheading PR efforts to craft a tactful narrative that sensitized the gravity of the situation while highlighting INOX’s contributions. By lining up impactful interviews globally and strategically managing communication, we were able to address concerns, mitigate negative PR, and bring much-needed awareness to the crisis.

This campaign stands out as a defining moment in my career. It was an honour to work closely with Mr Jain and the team, and my efforts were recognized with a reward for outstanding PR contributions. This experience taught me the importance of strategic communication during a crisis and the power of thoughtful storytelling in driving impactful narratives.

Overall, how has the past year been for the corporate communications industry, and what key trends or shifts have you observed that are redefining how brands engage and connect with their audiences?

The past year has highlighted the importance of agility and authenticity in corporate communications. Brands are increasingly adopting purpose-driven messaging and leveraging tech for real-time engagement. I’ve seen a shift towards deeper storytelling and the use of AI for personalisation. Consumers value transparency more than ever, pushing brands to align communications with genuine values and meaningful impact.