In the next decade, corp comm will become explicitly purpose-driven: Ameet Rele

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, Ameet Rele, Head of Communications & CSR, Nuvoco Vistas Corp, shares insights on aligning corporate communications and CSR with business objectives. Drawing from his experience across manufacturing, energy, and building materials, he discusses the evolution of corporate communication, impactful CSR initiatives, and key trends shaping the industry’s future, and more.

Nuvoco is one of the leading cement manufacturing groups in India. What has been your strategy in aligning its corporate communications and CSR efforts with the company’s business objectives?

Nuvoco drives Corporate Social Responsibility (CSR) with a profound sense of purpose, guided by its core value of Care. This commitment extends far beyond business, reflecting a genuine desire to uplift communities in the areas of its operations and contribute to a more sustainable world.

In strategic alignment with its business objectives, Nuvoco focuses on enhancing and reinforcing its existing programs to maximize their impact. These efforts are brought to life through five strategic pillars: Saksham Bharat for livelihood and skill development, Sangrahit Bharat for natural resource conservation, Shikshit Bharat for education, Swasth Bharat for healthcare, and Sanrachit Bharat for infrastructure development.

In line with our business goals, we integrate corporate communications with a strategic blend of reputation management for the mother-brand NUVOCO, through employer branding, digital initiatives, and SEO/SEM. By highlighting our company’s core values and diverse opportunities, we establish Nuvoco as an employer of choice while ensuring our messaging remains impactful across every digital channel. Enhanced SEO boosts our visibility, and targeted SEM efforts ensure that our communications effectively reach and engage the right audiences.

Having worked across diverse industries like manufacturing, energy, and now building materials, how do you perceive the evolution of corporate communication in these sectors?

Over the past two decades, corporate communications in the B2B sector have undergone a dramatic shift. The era of traditional press releases and one-way messaging is over, replaced by integrated, digital strategies that redefine stakeholder engagement. Today, we don’t just share information - We forge meaningful connections.

Social and digital media, alongside content marketing, are indispensable for real-time engagement and long-term relationship building. Content reigns supreme, with messaging tailored to align with business objectives, elevate brand reputation, and enhance market competitiveness. Facts and figures alone fall short; compelling storytelling is the game-changer that creates an immersive, authentic experience across all platforms.

Could you share an instance where your CSR initiatives made a measurable impact on the community and the company’s stakeholders?

At Nuvoco, we’re all about creating meaningful change through our CSR initiatives, and these projects highlight the difference we’re making in communities:

Our flagship program, NUVO Mason, has empowered over 500 individuals across states of Rajasthan, Chhattisgarh, and West Bengal. Through 300+ hours of training in tile masonry, participants earn NSDC certification and gain direct access to job opportunities. The program’s focus on inclusivity helps people from vulnerable communities take charge of their futures and contribute to local economic growth.

Our Project Daksh has also made a significant impact by training over 200 girls as Sewing Machine Operators. With 180 of them now employed in garment manufacturing, the initiative has empowered these women, increased their income, and contributed to the financial stability of their families.

Through the SMART Class initiative under Shikshit Bharat, we’ve impacted over 12,000 students across 48 government schools. By introducing interactive Smart Boards, we’ve made learning more engaging and effective, giving students the tools to succeed and build brighter futures for themselves.

Through our Swasth Bharat initiative for healthcare, Nuvoco installed a 5KVA off-grid solar power system at a hospital, ensuring a reliable power supply for essential surgeries and care. Additionally, we provided around 100 solar lights to nearby villages, improving safety and quality of life for local residents.

Through these programs, Nuvoco is not just giving back to the community but creating lasting, sustainable change that lifts individuals and entire communities toward a brighter, more inclusive future.

What trends in corporate communications and CSR do you believe will shape the building materials industry in the coming decade?

In the next decade, Corporate Communications, particularly in the building materials industry, will be revolutionized, becoming hyper-digital, further transparent, and explicitly purpose-driven. Stakeholders, from customers to investors and communities, are no longer looking for just quality products—they want genuine proof of sustainability, innovation, and tangible impact. AI-driven content, immersive experiences, and interactive platforms will set the new standard, with real-time analytics, SEO, SEM, and advanced digital tools driving faster, smarter, and highly personalized communication. Social media will evolve beyond a mere marketing tool, becoming a platform for trust-building and meaningful engagement, where authentic conversations hold greater significance than ever.

Corporate Social Responsibility (CSR) is evolving from a mere obligation to a fundamental leadership imperative. Companies will need to prioritise social commitments and cultivate a strong reputation through responsible social engagement. Sustainability will become indispensable for success and a positive brand image. Businesses will be compelled to deeply integrate sustainability into their operations. Only those organizations that proactively adopt innovative CSR strategies will lead the way in a future where environmental and social responsibility are the true measures of success.