Tata Communications has secured a multi-crore project from the Ministry of Finance to modernize the digital infrastructure of the Goods and Services Tax Appellate Tribunal (GSTAT) benches across India.The project includes a comprehensive suite of solutions spanning network fabric, IoT, cloud services, SD-WAN, video conferencing, and advanced security, with unified management across all domains. The upgraded infrastructure aims to create a secure, scalable, and intelligent digital ecosystem to support the tribunal’s operations.The modernization will enable seamless access for all GSTAT benches, streamline end-to-end operations, and strengthen data security. Advanced technologies such as predictive analytics and automation tools will enhance operational efficiency and provide a simplified, user-friendly experience for stakeholders.This initiative positions Tata Communications as a key technology partner for mission-critical national projects, supporting India’s ongoing efforts to digitize and optimize its taxation infrastructure.

FINN Partners has introduced AIristotle™, a proprietary AI platform designed to help communications teams align strategies with the algorithms that determine content visibility. The platform provides data-driven insights into narratives and language that are most effective in the digital ecosystem.AIristotle integrates proprietary algorithms with LLM analysis and multiple audience data sources, creating an additional intelligence layer for storytelling. By analyzing online conversations, media coverage, and narrative drivers, it identifies the messaging most likely to gain traction or mitigate the spread of harmful narratives.The platform is being integrated into FINN Partners’ communications and marketing services, supporting proactive campaigns, crisis management, and reputation protection. It builds on the agency’s broader suite of innovations, including Canary for Crisis, an AI-powered training platform, and C3, a crisis communications app.Developed in-house within the Media Forensics service, AIristotle has already been applied in client projects and is now available for global use, with a full rollout and training scheduled for October.

The global Public Network Communication Equipment market within the Information Technology and Telecom sector is expected to reach USD 68.3 billion by 2031, expanding at a CAGR of 6.2% during 2025–2031. The market is estimated to be valued at USD 42.5 billion in 2024, supported by growing demand for advanced communication infrastructure and continuous innovation in IT and telecom applications.Market Growth OverviewThe Public Network Communication Equipment market is expanding rapidly due to the rising need for reliable communication networks across industries such as telecommunications, government, transportation, and emergency services. Adoption of 5G, IoT, and cloud-based technologies is improving performance, efficiency, and coverage. Urbanization and smart city initiatives are also increasing the requirement for high-speed connectivity and real-time data exchange, driving the demand for scalable and secure network solutions.Regional InsightsAsia-Pacific: Positioned as the fastest-growing region, supported by rapid digital transformation, expanding telecom infrastructure, and government-led investments.North America: Maintains a leading share with advanced technological adoption and robust communication system deployment.Europe: Shows steady growth, driven by network modernization efforts and regulatory compliance requirements.Rest of the World (Latin America, Middle East & Africa): Exhibits moderate growth fueled by infrastructure expansion, industrial development, and rising consumer demand.Key Growth DriversTechnological Advancements: Continuous innovation in AI, IoT, analytics, and automation is enhancing product efficiency and enabling new applications.Cross-Industry Adoption: Increasing usage across automotive, healthcare, consumer electronics, telecom, and manufacturing sectors ensures broad market relevance.Government Support: Policies promoting digital infrastructure, smart cities, and Industry 4.0 are accelerating adoption.R&D and Investments: Growing private and public investments in research, along with mergers, acquisitions, and collaborations, are strengthening innovation and market competitiveness.Market SegmentationBy Network Infrastructure EquipmentRoutersSwitchesGatewaysAccess PointsRepeatersBy Communication Transmission EquipmentOptical Fiber EquipmentMicrowave EquipmentSatellite Communication EquipmentRadio Communication EquipmentNetwork Interface CardsBy Network Security EquipmentFirewallsIntrusion Detection SystemsVPN DevicesSecure RoutersEndpoint Security DevicesLeading CompaniesCisco SystemsJuniper NetworksHuawei TechnologiesNokia CorporationArista NetworksZTE CorporationExtreme NetworksPalo Alto NetworksMikrotikTP-Link TechnologiesDell TechnologiesFuture OutlookThe market is set for consistent expansion as industries worldwide continue to modernize communication infrastructure and adopt advanced technologies. Rising data traffic, broadband connectivity needs, and smart infrastructure projects will remain core growth factors through 2031.

Inka, the new-age insurance platform committed to simplifying and humanizing insurance, has once again disrupted industry norms with the launch of its latest campaign. What began as a routine internal email has been transformed into a witty, attention-grabbing front-page print ad that is already sparking conversations across the country. With a Clever, screenshot-style ad and clear, relatable language, the campaign turns the seriousness of insurance into simplicity and fun, offering customers a free breakdown of their insurance needs.This New initiative reflects Inka’s larger journey of reimagining insurance for a new generation. From the beginning, Inka has focused on making insurance accessible, approachable, and trustworthy. The company partnered with popular comedian Kumar Varun as its brand ambassador to connect with young audiences, using humor and relatability to change perceptions. It also pioneered Vaani, India’s first voice AI in insurance, giving customers a simple, conversational way to understand policies and resolve queries. Taking transparency to a new level, Inka even shared its CEO’s personal number for customer inquiries, reinforcing its philosophy of accessibility and openness.Inka’s campaigns have also gone beyond advertising into grassroots engagement. In Bangalore, the company hosted “Tea with the CEO,” where every day, customers could sit down with the founder to openly discuss insurance, breaking barriers between leadership and the public. Each initiative underscores Inka’s mission to make insurance not just about products, but about building genuine trust and awareness.“At Inka, we believe insurance should empower people, not overwhelm them,” said Vaibhav Kathju, Founder of Inka Insurance. “From voice AI to grassroots campaigns, our goal is to prove that insurance can be both human and approachable while always staying focused on the customer.”By blending creativity, technology, and authenticity, Inka is positioning itself as a challenger brand that is reshaping how Indians perceive insurance, making it more transparent, engaging, and relevant for everyone.

Patrick Scallon has joined French fashion house Lemaire as its global communications director. He began his role this week at the brand, led by Christophe Lemaire and Sarah-Linh Tran, known for its understated clothing and croissant-shaped bags.Scallon’s initial projects include organizing an exhibition at Lemaire’s boutique in Tokyo’s Ebisu neighborhood and preparing for the brand’s next runway show during men’s fashion week in Paris in January.Scallon has extensive experience in fashion communications, having spent 14 years as communications director at Dries Van Noten and 15 years at Maison Margiela, where he also served as head of communications and art director for communications.Following his tenure at Dries Van Noten, Scallon worked as an independent consultant and mentor in fashion communications strategy, occasionally lecturing and sharing insights on creative content.A native of Ireland, Scallon holds an arts degree from University College Dublin. He began his career as a communications trainee at the European Commission in Brussels, where he spent nearly a decade in communications, speechwriting, lobbying, and consulting for public and private sector organizations.In recognition of his contributions to the fashion industry, Scallon was awarded the Chevaliers des Arts et des Lettres by the French Ministry of Culture in 2019.

Dipti Das has announced her new role as Vice President and Senior Communications Specialist, India at Northern Trust, She will be working on-site in this capacity.Das brings with her over two decades of experience in communications, content strategy, employee engagement, and leadership messaging across global organizations. Alongside her new role at Northern Trust, she continues her work as an Author and Independent Content & Marketing Strategist, a position she has held since January 2025.Prior to Northern Trust, Das served as Associate Director, Global Marketing Team at Cognizant. In this role, she developed internal communications strategies aligned with business priorities, led editorial content efforts, and collaborated with senior leadership to craft CXO-level communications.She also worked with Wipro as Strategic Communications Lead for the CIO and COO offices, where she handled executive communications, organizational change management, and stakeholder engagement for global programs.Before Wipro, Das spent nearly five years with Larsen & Toubro Infotech (LTI) in multiple roles, including Manager Knowledge Management and Communications Specialist. Earlier experiences include roles at HCL Technologies as Senior Content/Technical Writer, 7 Dimensions Media as Editor, and consulting assignments with Unilever.Her career began in journalism as Reporter and Sub-Editor with Vijay Times, before moving into content and communications roles across industries.Das also has significant freelance experience as a writer, editor, and content consultant, having worked independently at different points in her career.

Wizikey, a global AI media intelligence platform, has officially unveiled “Ask Wizikey,” the world’s first user-grade integration based on MCP (Model Context Protocol). Made for marketing and communications professionals, Ask Wizikey allows CMOs, marketing heads, and communications leaders to integrate real-time media intelligence directly into AI assistants of their choice - be it Claude, Windsurf or CursorPro (ChatGPT to follow soon, once OpenAI enables MCP integration). The benefit? It makes strategic decision-making faster and data-driven with exact accuracy, all based on data gathered via Wizikey. Marketing and communications struggle with unverified data; “Ask Wizikey” solves this by delivering trusted, verified information in seconds, so that teams can act with confidence. It empowers users to access information across online news, print, and social media platforms to get clear, fact-based insights, helping them achieve their marketing goals with greater accuracy, on improved timelines.“Ask Wizikey” also helps marketers and communications heads prepare interactive dashboards, support content strategy, analyse sentiment, narratives and themes across news, and generate interactive reports.Wizikey first unveiled “Ask Wizikey” at B2B Marketing Unboxed 2025, India’s first community-led B2B marketing event. Among the 50+ companies that attended the event, 30+ signalled interest by registering on the wait list, underscoring the product’s immediate market impact.Aakriti Bhargava, Co-Founder, Wizikey, said, “We’ve built the world’s first MCP-powered purpose-built AI platform for MarTech and Comms, linking verified, source-linked intelligence straight into your AI tools. Teams move from trawling links to decisive action in minutes: faster research, quicker crisis resolution, smarter calls. It’s the operating layer for PR and MarTech in the AI era.”Anshul Sushil, co-founder, Wizikey, added, “Ask Wizikey’ is our MCP-powered operating layer - built in India, for the world. With 95% accuracy in media matching and insights, coverage analysis down from hours to minutes, and reporting compressed to 99%. We surface source-linked, data driven answers, reducing up to 85% of the strategic headspace lost to manual tasks.”“Ask Wizikey is exactly the step-change the industry needs,” said Abhinna Khare, CMO, Nucleus Software. “We require board-ready, source-linked reports to showcase the topline KPIs in boardrooms. By pairing verified data with operational guardrails, ‘Ask Wizikey’ makes AI a provable competitive edge.”AVAILABILITY AND EARLY ACCESSOrganisations seeking early access can join the waitlist at wizikey.com/mcp. Beta participants receive priority onboarding, exclusive training sessions, and direct access to Wizikey's strategic consultation team. Full commercial release across all supported platforms is planned for Q4 2025.

Media Maniacs Group celebrated third anniversary of its success. Media Maniacs is a renowned PR and Digital Marketing Agency that provides a full suite of services,from PR, Digital Marketing, and Influencer Marketing to Web Development, Graphic design,and content Marketing services.Media Maniacs Group is a well-organized team of experienced public relations professionals and digital media experts who create ideas, strategies and action plans to produce results that keep the clients ahead of competitors. The group caters to diverse industries spanning from real estate, IT, Education, art & culture to agriculture, sports, lifestyle, hospitality and healthcare. Carving a niche for themselves, Media Maniacs successfully handled all media activities for its clients, including strategic media planning, brand building, PR activities, product launches, press events and other outreach activities. The third anniversary marked an evening full of fun and laughter and memories as Media Maniacs team charted another milestone together. The team celebrated the power of unity, creativity carving new memories along the way. Media Maniac’s success formula is its dedicated team members. Team members at all levels are encouraged to share their opinions and ideas on different projects. Building a sense of ownership in their services, and enabling them to provide top-notch services and maintain a coherent relationship with the clients. Surabhi Trivedi, Founder of Media Maniacs Group, shared her excitement and gratitude on this significant milestone. “This achievement is a true reflection of the hard work and creativity of our dedicated team, along with the continued trust and support of our esteemed clients. Media Maniacs began as a vision, and thanks to the passion and collaboration of our talented team and partners, we’ve been able to transform that vision into a thriving reality. As we move forward, our focus remains on improving efficiency and delivering highly personalized solutions that meet the unique needs of our clients and their audiences. This success inspires us to keep pushing boundaries and setting new standards.”

In an era where consumers are fatigued by sponsored noise and brands are scrutinized for every partnership, SPAG, a FINN Partners company, has unveiled FINNFluence — a next-generation influencer marketing solution designed to bring trust, compliance, and measurable impact back to the heart of influencer marketing.With the influencer economy in India projected at ?3,500 crore in 2025, growing at rate of 25% , marketers face a dual challenge: navigating explosive growth while combating influencer fraud, regulatory tightening, and consumer demand for authenticity. FINNFluence answers this challenge by moving beyond superficial likes and follower counts to what matters most to today’s CMOs — reputation, relevance, and return on investment.Built on SPAG’s proprietary SCORE model — Signal, Compliance, Overlap, Relevance, and Engagement — FINNFluence delivers a trust-first, ROI-driven framework that quantifies credibility, safeguards brand reputation, and ensures cultural resonance. Each collaboration is designed to be both compliance-forward (aligned with ASCI and FTC guidelines) and performance-led, where impact-driven KPIs replace vanity metrics.“Influence without trust is just noise. FINNFluence embeds credibility at the very core of influencer marketing. By marrying data intelligence with cultural insight, we are equipping brands to deliver impact that is measurable, meaningful, and market-ready. This is not influencer marketing as usual — it’s influence evolved,” said Aman Gupta, Managing Partner, SPAG FINN Partners.Why FINNFluence Matters for Today’s Marketers· Trust as the new currency: In an era of consumer skepticism, FINNFluence ensures every partnership is rooted in credibility and authenticity.· Compliance as a growth driver: With tightening regulations, brands need influencer models that reduce risk while scaling across diverse markets.· Data as a decision engine: Through advanced scoring and analytics, FINNFluence provides marketers with the insight-rich reporting they need to prove ROI to the boardroom.· Cultural relevance as a differentiator: From health and tech to consumer, finance, travel, and sustainability, FINNFluence helps brands resonate in sectors where values and purpose shape consumer decisions.“Audiences today don’t just buy products; they buy into values. They are discerning, skeptical, and demand authenticity. FINNFluence is designed for this new reality — building creator ecosystems that align with purpose and brand safety, while ensuring every rupee spent delivers long-term equity,” said Shivani Gupta, Managing Partner, SPAG FINN Partners.From Paid Buzz to Earned TrustUnlike conventional models chasing virality, FINNFluence is sector-agnostic yet precision-focused. Whether for health, technology, consumer, or sustainability brands, it creates long-term brand-safe partnerships that move influence from transactional to transformational.As digital ecosystems in Asia-Pacific evolve, FINNFluence is designed for scalability across diverse cultural and regulatory environments — giving global marketers a model that’s built for impact, integrity, and influence at scale.

Noida-based PR agency The Reppro has been appointed to manage the India communications mandate for the University of Worcester, a UK higher education institution known for its teaching quality, student support, and sustainability initiatives. The partnership is aimed at strengthening the university’s visibility and engagement in India, connecting with students, parents, and education partners amid a growing demand for overseas education.The mandate further expands The Reppro’s higher education portfolio in India and South Asia, highlighting its growing expertise in positioning global universities in competitive student markets.The University of Worcester has earned recognition in the UK for teaching excellence, inclusive learning environments, and employability outcomes. It has also been consistently acknowledged for its leadership in sustainability, along with multiple shortlists for national awards, including University of the Year.With this collaboration, The Reppro will focus on building the university’s brand presence in India through strategic communications, aligning its academic strengths and institutional values with the aspirations of Indian students and families. The initiative reflects the agency’s broader vision of supporting international universities in enhancing their footprint in India’s dynamic education landscape.

Kristal Howard, former Kroger executive, has launched her own communications consultancy, The Howard Method. The firm is focused on helping food and wellness brands grow through modern public relations and storytelling.One of the consultancy’s first clients is Kroger’s Houston region, marking a continued association with the company where Howard spent over 12 years of her career. Alongside Kroger, The Howard Method is also working with other established and emerging brands in the food and wellness space.Howard’s move into independent consulting follows her career as an award-winning PR executive and her extensive experience at Kroger, a Fortune 20 company. With the launch of The Howard Method, she aims to apply her expertise in building brand visibility and communications strategies to support a diverse range of clients.The consultancy is currently open for new collaborations with brands seeking PR support, brand storytelling, and communications guidance.

Senco Gold & Diamonds, one of India’s most trusted jewellery brands, has appointed Actimedia PR & Digital as its official PR agency.The brand, known for its timeless designs and intricate craftsmanship, offers a wide range of jewellery across gold, diamond, silver, and platinum, including rings, earrings, bangles, and mangalsutras. Senco Gold & Diamonds combines traditional Indian styles with contemporary and Indo-Western aesthetics, catering to diverse tastes and occasions.Senco Gold & Diamonds is the flagship brand of Senco Gold Limited, a company incorporated in 1994 and declared a public limited company in 2007. With over 85 years of legacy, the brand has established a robust presence in the jewellery market.The brand operates more than 170 showrooms across India, including locations in Delhi, Maharashtra, Karnataka, West Bengal, Assam, and Bihar, serving millions of customers nationwide.Senco’s portfolio includes:Everlite – Lightweight jewellery for everyday wearGossip – Trend-driven fashion jewellery for youthAham – Premium men’s jewellery reflecting strength and individualityAs the official PR partner, Actimedia PR & Digital will manage media communications, brand storytelling, and major announcements, supporting campaigns, new collection launches, and exclusive events that highlight the artistry and heritage of Senco Gold & Diamonds.

Burson, the global communications leader purpose-built to create value for clients through reputation published its highly anticipated 2025 Ranking of Sport Cities, revealing Paris as the world’s top sports city for the third consecutive year. Los Angeles maintains second place with New York City securing third. London remains in fourth position, while Madrid completes the top five. Among Indian cities, Mumbai soared to 39 from 64 last year while New Delhi slipped slightly to 76 from 75 in 2024. The annual ranking identifies the top 100 cities from around the world with the strongest association with sport. It is based on both perception and in-depth quantitative analysis, including feedback from international sports leaders, sports media representatives and industry experts, as well as social media and media coverage analytics. For the first time, this year's edition also includes PR metrics derived from comprehensive media tracking. Following the annual tradition, the five lowest-ranked cities will be removed in the next edition and replaced by the five most frequently cited by respondents. Among them is Ahmedabad (Amdavad), which will make its debut in the ranking next year. The 2025 ranking highlights five key trends reshaping the global sports landscape: • The Olympic lifecycle effect: rise, peak, decline, recovery: Olympic hosting follows a predictable cycle: pre-Games momentum, peak visibility during the event, followed by postGames decline. Strategic cities, however, can achieve recovery through legacy activation, as seen with Rio de Janeiro's remarkable 41-position jump since 2023 (#74 to #33). Milan's 18- position rise to #9 ahead of the 2026 Winter Games also highlights pre-Games momentum, while Salt Lake City (#31) is already improving as it prepares for the 2034 Winter Olympic and Paralympic Games. • Major international events boost North America’ sports cities’ profile: North American cities are significantly elevating their global sports standing by attracting major international events. The unprecedented series of upcoming events in the U.S., including the FIFA Club World Cup 2025, FIFA World Cup 2026 and 2028 Olympic Games, is driving this. Miami's climb to #8 (from #16 in 2023) and Boston's nine-spot jump to #17 exemplify this impact. This trend extends beyond the US: Mexico City (#18) rose 12 spots in anticipation of 2026. Canadian cities are also seeing a rise in their ranking, especially Montreal (#27 – gaining 31 positions) and Edmonton (#22 – gaining 13 positions). • Investing in women's sports is a strategy that pays off: Strategic investment in women's sports directly correlates with a city's accelerated rise in sports prominence and overall profile. Lyon's entry at #75, largely due to its dominant women's football team, underscores this trend. Established sports hubs like London (#4) are consolidating their women’s sports leadership, for example, with the return of a WTA 500 tournament and hosting the Women’s Rugby World Cup finals in 2025. • Diversification beats one-off events for sports tourism: Top-performing cities are moving beyond isolated events to embrace year-round sports ecosystems. Madrid (#5) balances elite football clubs and major tennis events, while Miami (#8) leverages a diverse mix including Lionel Messi's presence, Formula 1 and tennis. Lausanne (#11) excels as both a sports governance hub and event host. In the Middle East, Abu Dhabi (#23) and Riyadh (#38) 2 | © Burson leverage consistent hosting of major international events, from Formula 1 to golf and football, to boost tourism and global appeal. • AI is reshaping the sports landscape: Artificial intelligence (AI) is rapidly transforming the sports landscape, offering new competitive advantages. Cities benefit as their hosted events and leagues use AI to amplify reach and engagement. Real Madrid's "Madrid Innovation District" and partnership with Adobe, leveraging AI for fan engagement, bolsters Madrid's #5 ranking, while Munich (#7) and Boston (#17) also show gains from digital initiatives and advanced fan experiences. Dolly Tayal, Managing Director, Burson Genesis, India, said, "Sport has become an integral part of how cities build their global identity and connect with communities. The 2025 rankings offer crucial insights that will help cities elevate their global sports profile. As India continues to emerge as a significant player in the global sports arena, understanding these dynamics will be vital for our cities to build sustainable sports ecosystems and enhance their international reputation." “The 2025 Ranking of Sport Cities underscores the dynamic and evolving nature of the global sports landscape," said Greg Curchod, CEO of Burson Switzerland. "While mega-events remain crucial, this year's findings highlight the increasing importance of strategic long-term planning, investment in diverse sports offerings, particularly women's sports, and the innovative application of technology like AI to enhance a city's sports reputation and engagement.” The complete 2025 Burson Ranking of Sports Cities, including the full methodology and in-depth analysis, is available HERE. Earlier this year, Burson announced new client wins and the expansion of its Sports & Entertainment offering, solidifying its position as the world's leading sports & entertainment capability within a top PR firm. This activity further underscores WPP’s continued momentum and sustained growth across its global network, with significant new business wins and expanded remits with leading brands worldwide, including Mastercard, Electronic Arts and more, where the company’s proprietary AI platform for marketing, WPP Open, was instrumental in securing these successes. 

PR Professionals (PRP), India’s leading integrated communications firm and the flagship of PRP Group, has been awarded the public relations mandate for AVIS India, the country’s only global mobility brand. AVIS India offers Mobility 360° suite including everything from short-term rentals to long-term leasing and corporate fleet management, combining safety, convenience, reliability, and flexibility. Originally launched to serve Oberoi hotel guests in 12 cities, AVIS has since evolved into a full-spectrum mobility partner for both B2B and B2C segments.The partnership with PR Professionals is set to further enhance AVIS India’s communication outreach, enabling the brand to engage effectively with corporate and individual customers while reinforcing its reputation for trust, innovation, and customer-first approach. Under this mandate, PRP will manage AVIS India’s comprehensive PR strategy, including media relations, brand positioning, and stakeholder communication. The focus will be on strengthening visibility, amplifying the brand’s leadership in the mobility sector, and highlighting its differentiated offerings as a trusted partner for premium services, convenience, and flexible mobility solutions.Neha Mittal, Head – Marketing, AVIS India, said “At AVIS India, we have always been committed to delivering global standards of service while catering to the unique needs of Indian customers. Our partnership with PR Professionals will help us communicate this vision more effectively, highlight our expanding portfolio, and foster stronger connections with our stakeholders. We are confident that PRP’s expertise will further reinforce our leadership in the mobility space.”Speaking of the association, Dr. Sarvesh Kumar Tiwari, Founder and Managing Director, PR Professionals, said: “AVIS India is unlike any other mobility brand in the country. Its ability to blend international standards with local expertise, its diversified offerings across rentals, leasing, and fleet management, and its strong emphasis on technology and safety—including initiatives like the Lady Traveler helpline—set it apart. Backed by its strategic partnership with The Oberoi Group, AVIS embodies trust and innovation. We are honored to be chosen as their PR partners and look forward to amplifying this distinctive story across platforms.”With a strong legacy and presence across India’s widest city network, AVIS India has consistently set benchmarks in safety, transparency, and customer satisfaction, achieving a strong satisfaction rate and winning the World Travel Awards for India’s Leading Car Rental Company three years in a row. With over 900 corporate partnerships and a strong national presence, AVIS India stands out as the only global brand offering a comprehensive mobility suite in the country.This collaboration highlights PR Professionals’ expanding footprint in the mobility and automotive sector, where effective public relations is central to shaping brand preference and strengthening market presence. PR Professionals, established in 2011, is a leading 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, reflecting its commitment to excellence and growth.

The Reppro, an emerging PR agency with a growing focus on education and international higher education, has been chosen to lead the India communications mandate for the University of Worcester — a UK institution widely recognised for its teaching excellence, student support, and leadership in sustainability. The partnership aims to raise the university’s profile in India, strengthening its connection with students, parents, and education partners at a time when overseas study options are expanding rapidly.For The Reppro, the win marks another step in its expanding higher education portfolio across India and South Asia, underscoring its expertise in positioning global universities in one of the world’s most competitive student markets.Nick Slade, DPVC International and External Affairs, University of Worcester, said: “The University of Worcester continues to grow its presence in India. Through this partnership with The Reppro, our focus will be on strengthening our engagement in the region with strategic public relations initiatives that highlight who we are and what we stand for. Ranked Joint 1st in the UK for Quality Education in the THE Impact Rankings 2025 and consistently among the top 10 for Gender Equality, we are equally proud of our strong employability outcomes, with most of our graduates moving into work or further study soon after completing their degrees. This collaboration is about building bridges, connecting students, educators, and partners in India with the opportunities and values the University of Worcester represents worldwide.”The University of Worcester has earned consistent recognition in the UK for its teaching quality, student satisfaction, and inclusive environment. It has been shortlisted for national awards, including University of the Year, and is widely regarded as a leader in sustainability within higher education.Amit Gupta, Founder of The Reppro, said, “A university’s reputation today is built on academic excellence and how well it connects with students’ aspirations, values, and career goals. The University of Worcester combines academic excellence, inclusivity, and a strong commitment to sustainability, qualities that matter to Indian students and families making important decisions about higher education. Our role at The Reppro is to highlight these strengths in a way that informs and inspires, while also contributing to the broader conversation on how global institutions engage with India, one of the world’s most dynamic education markets.”This partnership signals The Reppro’s continued focus on higher education, as it works with universities worldwide to strengthen their presence in the Indian student market. At the heart of its approach is creating communications that bridge global institutions with the priorities of Indian students and their families, from academic quality to career prospects and campus culture. With international education becoming increasingly competitive, The Reppro aims to help universities like Worcester stand out by aligning their strengths with the aspirations of Indian students and by shaping narratives that matter to both students and stakeholders.

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 an era where content fatigue and digital noise drown out most brand messages, P4C stands out by anchoring its communication strategy in journalistic depth and creative intelligence. In this exclusive interview with Adgully, Sabarinath M, Founder and Managing Director of P4C, who brings a unique lens shaped by years in journalism, shares how this transition has influenced a bold, content-first PR model. From breaking away from traditional agency structures to navigating the post-COVID demand for realism, agility, and strategic storytelling, he discusses why the future of PR lies not in press releases, but in purposeful, business-driven narratives.You have had a unique journey from journalism to founding P4C. How has this transition shaped your perspective on communication and brand building?Journalism allows you to manifest your ideas on individuals, enterprises and brands by blending news, facts and data. These ideas inform, educate and help to establish a deeper connect with readers. When a journalist becomes a communication strategist, he or she needs to see brand building from a fresh perspective. Every brand is endowed with a unique story. You need to deep-dive and understand the story, and draw up out-of-the-box brand narratives to fuel excitement among its stakeholders. The strategies emerge from the blending of imagination and realism. While you explore an extraordinary narrative, your experiences in journalism will help you stay grounded.PR is no longer about press releases; clients demand impact at speed. How is P4C breaking away from traditional agency models to deliver agility and credibility at the same time?P4C has always been a proponent of powerful content to narrate brand stories. In fact, the DNA of the organisation rests solely on content. We feel that the content that is derived out of deep research, thinking and stylistic writing brings a lot of credibility. An eye-catching story idea or a campaign will exponentially raise brand awareness than a conventional release. Though we remain committed to clients’ need for agility, as Peter Ducker famously said, “True agility requires more than speed. It requires strategic insights and proactive approach.” We abide by this maxim.In a cluttered market where everyone claims storytelling, how do you separate a truly powerful brand narrative from a glorified marketing pitch?At a time when people are influenced by social media, glorification brings with it the dangers of brand fatigue. A realistic story is far more appealing than an overhyped narrative. Recent successful brand promotions are skewed towards realism than glorified pitches. We at P4C strongly believe that narratives that stem from the genuine thinking of collective minds can separate the men from the boys.Many legacy brands are rebranding aggressively. Do you see this as genuine reinvention or just cosmetic makeovers to stay relevant? How should PR firms call out the difference?Legacy is no longer a buzzword in an ever-transitioning society, which swears by instant gratification. Hence, brand repositioning is inevitable and cosmetic makeovers will not have a lasting impact. Legacy brands that make a critical difference are the ones which reinvent the business model in tune with the needs of futuristic market place and re-orient the brand narrative. We were recently part of a brand transformation exercise initiated by a 75-year-old manufacturing company. From a pure commodity play, it has repositioned as an FMCG company, which makes products for futuristic businesses. We have successfully executed a holistic brand communication exercise, reflecting the change.Reputation management today is about culture, ethics, leadership and even CEO tweets. How should agencies prepare brands for this always-on, always-judged environment?Preserving cultural excellence and ethical leadership is the hallmark of any good enterprise. The communication specialists have a great role to play in mitigating risks pertaining to reputation. Gathering market intelligence and training are two critical tools that keep reputational risks at bay. We do periodic market surveys and leverage social listening tools to analyse reputation quotient. The findings can be used for course correction using fresh narratives. We also have an in-house training programme called ‘Media Pulse’, which prepares top management to deal with complexities in media and social media environment.With AI writing, analytics predicting, and platforms constantly shifting, is the PR professional of tomorrow more likely to be a techie, a strategist or a storyteller?While AI can disrupt the PR industry in myriad ways, agencies that diligently practice ‘Creative Intelligence’ will stay relevant. Creative Intelligence is a term introduced by award-winning psychologist Robert Sternberg in 1985. It is the ability to invent solutions to new problems. PR professionals have to confront many problems on a regular basis. We need to transform into creative strategists and come up with innovative solutions that technology cannot fathom. P4C has created out-of-the-box packages like ‘Bharat Connect’ to reach out to smaller cities of India.PR often gets squeezed between marketing and digital budgets. What is your take on PR’s true ROI and how can agencies like P4C demand a bigger seat at the CMO’s table?In a fast-changing world, PR is probably the only marketing tool that ensures long-term reputation. If organisations want to last for longer years, they need to build trust and reputation. There is an increasing realisation that PR can make a significant long-term impact. The only hitch is that there are no technological tools to measure and validate PR’s effectiveness. The industry is addressing the issue. The emergence of scientific measuring tools will propel prominence of PR, going forward.If you had to bet big, what is the one wild but inevitable change you see redefining PR and communications in India by 2030?PR is undergoing a major transformation. From being an important tool to bolster reputation, it is gradually metamorphosing into a solution-driven business navigator helping organisations to grow businesses. Apart from the regular communication mandates, an evolving PR eco-system can provide tools to nurture and grow the business. For example, intelligence reports, white papers, brand reputation audits, customised events and many more things. Going forward, the one big change will be offering solutions, which can improve efficiencies of specific business goals.

With nearly two decades of experience spanning journalism, public relations and corporate communications, Harsimran brings a holistic perspective on storytelling and reputation management. She has worked with leading organizations to shape narratives and drive impactful industry engagement. In her new role, she will oversee Superhealth’s communications efforts, strengthening its share of voice.  Commenting on her move, Harsimran Shergill said: “Healthcare and healthtech have always fascinated me because they offer a chance to create meaningful change. At Superhealth, I look forward to building narratives that not only shape conversations but also make a real impact in people’s lives.”

M&C Saatchi Group AUNZ has announced the appointment of Rhian Mason as Managing Partner, where she will head the newly created Passions & PR division.In her new role, Mason will work closely with the Group’s Sports & Entertainment team while spearheading growth across social, influencer, and PR verticals. The division is designed to build stronger cultural connections by turning audience passions into deeper engagement and participation.With extensive experience in communications, brand partnerships, and creative strategy, Mason’s leadership is expected to strengthen M&C Saatchi AUNZ’s integrated offering across marketing and storytelling.Her appointment reinforces the Group’s vision to combine creativity, influence, and cultural insight, delivering impact-driven campaigns for clients across the region.

Sukanti B. Ghosh, a seasoned corporate communications veteran with over three decades of experience, has taken on the role of Senior Advisor at Vedanta Limited. Based in London, Ghosh brings extensive expertise in financial communications, global strategy, and digital engagement, having previously served as President of Global Policy and Communications at Vedanta Resources Limited.Throughout his career, Ghosh has held leadership positions across prominent firms including Albright Stonebridge Group, APCO Worldwide, Barclays, and Bank Muscat. His experience spans infrastructure, technology, mining, and financial services sectors, with a proven track record of driving impactful corporate communications and strategic initiatives.Ghosh has been instrumental in delivering strong business outcomes, including driving a 73% share price increase for his clients, and is recognized for his proficiency in strategic communications, crisis management, and stakeholder engagement. At Vedanta Limited, he will leverage his extensive global experience to support corporate strategy, investor relations, and communications initiatives, strengthening the company’s position across key markets.This appointment reinforces Vedanta’s focus on robust corporate governance, strategic communication, and leadership alignment, drawing on Ghosh’s decades of expertise to guide the company through evolving business and regulatory landscapes.

Abhishek K Dikshit has announced his appointment as Vice President at Value 360, one of India’s leading integrated communications firms.Sharing the update, he said the company’s “will do” spirit and culture of integrity, agility, and purpose strongly resonated with him, making the move an exciting new chapter in his career. He also expressed gratitude to colleagues, mentors, and well-wishers whose support and encouragement have contributed to his professional journey.

Allison Worldwide, part of Stagwell, has appointed Hank Kosinski as Chief Creative Officer and Chief Marketing Officer, effective October 1. Kosinski brings over two decades of experience leading creative campaigns and shaping brand strategies for global companies, including Microsoft, Nike, Coca-Cola, Lego, Heineken, Ferrero, Mercedes Benz, Verizon, and Pfizer.He joins Allison from WPP's VML, where he served as executive creative director, and has previously held leadership roles at Gardner Nelson + Partners, Goodby, Silverstein + Partners, Lowe, Merkley, and McCann.At Allison Worldwide, Kosinski will oversee all creative initiatives, client-work ideation, agency marketing, and thought leadership, reporting directly to CEO Jonathan Heit. His appointment strengthens the agency’s leadership team and its focus on delivering innovative, results-driven creative solutions for clients globally.

Communications veteran Varghese M. Thomas has launched The VMT Consultancy, introducing a subscription-based learning platform and an AI-powered assistant to address the evolving needs of the communications industry.The consultancy’s first offering is a 40-episode podcast series, designed as a learning management system (LMS) that blends conceptual knowledge with practical tools. The series aims to enhance communication skills, focusing on internal and external messaging as well as complex scenario management.In parallel, the firm has unveiled the VMT Tech Bot, an AI-driven assistant built to support communication leaders in areas such as content creation, campaign management, narrative development, case study design, and rapid crisis handling. Future subscription-based upgrades will extend the bot’s capabilities to include advanced analytics, influencer mapping, and customized strategic support.By combining structured learning resources with AI-enabled tools, The VMT Consultancy seeks to help professionals adapt to an industry being reshaped by digital transformation and technological innovation.

Launch has reappointed Gary Wheeldon-Doyle as Chief Executive Officer, marking his return to the company after 17 years. Wheeldon-Doyle previously worked with the agency before moving on to other leadership roles, and now steps back into the top position to drive the next phase of growth. His reappointment underscores Launch’s commitment to strengthening its leadership team and building on its creative legacy.

Specsavers has appointed Ogilvy PR to handle its earned communications activity across Australia and New Zealand, following a competitive pitch process. The account was previously managed by agencies including Mango NZ, AMPR, and Health Haus.Ogilvy PR, together with New Zealand agency One Plus One, will manage Specsavers’ strategic national consumer public relations plan. The remit includes strengthening the brand’s presence and consumer connection across both markets, working in collaboration with existing partners EssenceMediacom and TBWA.The appointment marks a consolidation of Specsavers’ PR efforts in the region and signals a renewed focus on integrated earned-first communications. Ogilvy PR will be responsible for developing and executing campaigns that reinforce Specsavers’ positioning in optical and audiology services, with the first work expected to roll out by the end of the year.As part of the global Ogilvy network, Ogilvy PR brings experience in delivering large-scale, insight-driven campaigns for international brands.

In a significant development in the Indian fashion and communications landscape, Vigor Media Worldwide has been awarded the Public Relations mandate for DEVO, the premium men’s occasion wear brand by the iconic Siyaram’s. The partnership was clinched following a competitive multi-agency pitch, reflecting Vigor Media’s deep-rooted expertise in strategic brand communication and storytelling.Backed by the trust and heritage of Siyaram’s — one of India’s most respected textile conglomerates — DEVO makes a grand entry into the ethnic and ceremonial menswear segment. It is envisioned as a brand that blends tradition with modern aesthetics, catering to the evolving tastes of the contemporary Indian man. From sherwani and Indo-Western to Jodhpuri , tuxedo, kurta pajama, and curated accessories, DEVO’s offerings are designed to bring style and substance to every special occasion.As part of the mandate, Vigor Media Worldwide will conceptualize and execute a comprehensive PR and communications strategy for DEVO, including media outreach, thought leadership, influencer engagement, brand storytelling, and digital amplification –. The focus will be on reinforcing DEVO’s identity as not just a fashion label, but a style statement that redefines Indian occasion wear for menUnderstanding the evolving style preferences of Indian men, DEVO provides attire for every celebration—be it a traditional Grihapravesh pooja, a festive gathering, or a grand wedding. With its commitment to fit, finish, and fashion, DEVO is the go-to destination for men who seek to celebrate tradition with contemporary flair, delivering grandeur with refinement in every garment.The brand is now gearing up for aggressive pan-India expansion through exclusive outlets. With India witnessing a renewed appreciation for ethnic and fusion wear — especially among millennials and Gen Z — DEVO is poised to tap into this vibrant market with its aspirational yet accessible fashion line.Expressing his confidence in the association, Gaurav Poddar, Executive Director at Siyaram’s said, “Siyaram’s has always stood for quality, craftsmanship, and trust. With DEVO, we are expanding our legacy into ethnic fashion that reflects the confidence and sophistication of today’s Indian man. We believe that Vigor Media Worldwide, with its proven track record in building impactful narratives, will play a pivotal role in elevating DEVO’s brand journey across the country.”Sharing his views on the association, Mr. Nikhil Singhal, Founder, Vigor Media Worldwide said, “It is an honour to partner with a name as prestigious as Siyaram’s. DEVO is not just a new label — it’s a strategic extension of a legacy brand into a high-growth fashion category. Our team is excited to craft compelling stories that highlight the brand’s unique offerings and heritage, while shaping its narrative as a modern, trend-forward brand rooted in Indian culture.”The PR mandate comes at a time when India’s ethnic wear market is witnessing exponential growth, driven by rising disposable incomes, increased demand for designer wear, and a cultural shift toward celebrating traditions with style. DEVO’s entry into this space is both timely and strategic, as it leverages Siyaram’s four-decade-long legacy of excellence in fabrics and manufacturing.With this partnership, Vigor Media Worldwide reinforces its position as a leading name in brand communication, working with some of the most ambitious and forward-thinking companies across sectors.

The City of Colorado Springs has appointed Jason T. Strickland as its new Chief Communications Officer.Strickland brings over 25 years of leadership experience across the military, nonprofit, public service, and private sectors. Most recently, he served as Chief Communications Officer for the U.S. Department of Veterans Affairs Rocky Mountain Network, leading a team of 22 in developing and implementing communications strategies across the region.A retired Lieutenant Colonel in the U.S. Army, Strickland has also worked as a monthly columnist for The Colorado Springs Gazette and served as Chief Development Officer for a veteran-support nonprofit organization.In his new role, Strickland will oversee the City’s strategic and crisis communications, media relations, and branding to engage and inform residents.Additionally, Joe Hollmann, previously Acting Chief Communications Officer, will assume the role of Deputy Communications Officer to support the department’s transition.

Lenzing AG has appointed Milena Ioveva as Vice President of Corporate Communications, Sustainability, Investor Relations, and Public Affairs. She will be based in Austria and report directly to Lenzing CEO Rohit Aggarwal.The role, newly created by the company, reflects Lenzing’s focus on strengthening its global market positioning. Ioveva brings over 20 years of experience in transformation processes, capital markets, communications, and sustainability.Prior to joining Lenzing, Ioveva served as company spokesperson at PORR AG, where she led group communications, strategy, investor relations, and sustainability. She holds a master’s degree in business administration from Vienna University.

Ginger Hardage, former Senior Vice President of Public Relations at Southwest Airlines and founder of consultancy Unstoppable Cultures, has passed away at the age of 70 after battling cancer.Hardage joined Southwest Airlines in 1990 and spent 25 years with the company. She led a team of more than 150 people and played a central role in strengthening the airline’s culture and communications during a period of rapid growth. She retired in 2015.Before her career at Southwest, Hardage worked at Life Insurance Company of the Southwest and Maxus Energy Corporation. Following her retirement, she founded Unstoppable Cultures, a consultancy focused on organizational culture.Over the course of her career, Hardage was recognized with several top industry honors, including induction into the Page Hall of Fame, the Leadership Legacy Award from the Plank Center, and recognition as one of Texas’ Most Powerful and Influential Women.She also contributed to nonprofit and professional organizations, serving as global chairman of the board of Ronald McDonald House Charities, as a board member at Trinity Park Conservancy, and as a trustee for the Page Society.Hardage graduated from Texas Tech University and built a legacy in public relations and corporate culture leadership over four decades in the communications industry.

Toyota Kirloskar Motor has appointed Ravi Sharma as General Manager – Public Relations Division, effective September 2025. He is based in New Delhi.Sharma brings nearly two decades of experience in corporate communications, branding, and public relations in the automotive sector. Before joining Toyota Kirloskar Motor, he served as Head – Group Communication & Branding at Spark Minda from March 2024 to September 2025. Prior to that, he worked as an independent advisor in communications, experiential marketing, PR, and digital marketing.He also spent close to 12 years at Hyundai Motor India Ltd, holding several senior roles including General Manager and Head – Corporate Communications, Head – Marketing PR, and Manager – Corporate Communications. Earlier in his career, Sharma worked with Honda Siel Cars India Ltd for over three years as Deputy Manager – Corporate Communications.His professional journey spans leadership in corporate messaging, external communications, marketing PR, crisis management, event coordination, and stakeholder engagement across multiple organizations in the Indian automotive industry.

Sayaji Hotels has elevated Saba Dhanani to the position of Corporate Head – Marketing & Communications. The appointment is part of the Group’s efforts to strengthen its leadership team and advance its 2026 Brand Vision.In her new role, Dhanani will oversee marketing and communications strategies with a focus on driving revenue growth and enhancing brand identity. Her responsibilities include leading campaigns, optimizing budgets, ensuring compliance with brand scorecards, and preparing for new hotel launches. She will also manage public relations, media engagement, and stakeholder communication to further build the Group’s presence in the hospitality sector.

Belinda Public Relations (BPR) has added two new professionals, Kate Rosman and Chrissie Zikos, to its communications team as the agency grows its client base and enters new categories.Rosman brings experience in PR, marketing and community engagement, shaped by her background as an elite springboard diver representing Australia for seven years. Since joining BPR, she has contributed to projects including the SkyCity KickStart for Kids Against Period Poverty fundraiser and has developed skills in media relations, copywriting and event coordination.Zikos has a background in communications across lifestyle, fashion, retail, sport and the not-for-profit sector. She also plays in the Women’s National Premier League. Her expertise covers social strategy, influencer engagement and event management.Both Rosman and Zikos will work across BPR’s client portfolio, which includes the Garden of Unearthly Delights, Craig Caldicott Lawyers, The Hurley Hotel Group, Indulgence Food Design and KickStart for Kids.Their appointments follow recent client wins such as 25 Stay Alive, property developer M2 Custom Homes, luxury jeweller Gerard McCabe, and the upcoming Umi Resort in Bali, scheduled to open in 2026.BPR now combines over 40 years of team experience across Australia, the UK and Asia, enhancing its ability to deliver integrated communications services spanning media relations, strategy, events and digital.

BSE Limited has appointed Prahlad Salian as the Head of Corporate Communications, Key Management Personnel, and Senior Management, effective October 1, 2025.In his new role, Salian will oversee corporate communications and investor outreach for the exchange. He brings extensive experience in content, communication, and research, having previously worked with leading financial organizations.This appointment adds to BSE’s leadership team as it continues to strengthen its communication framework and engagement with stakeholders.

Nangia Andersen LLP, a member firm of Andersen Global and one of India’s leading tax advisory firms, has elevated Chetan Sawhney to the position of Director – Corporate Communications & PR. He has been with the firm for over seven years, progressing through key roles including Manager and Associate Director in PR and brand communications.Sawhney brings more than 15 years of experience in corporate communications, branding, and strategic initiatives. Prior to his tenure at Nangia Andersen, he worked with PR agencies Orion PR and Perspective PR, and with Global Conferences and Exhibitions. He also began his career as an intern at CNEB News.Over the years, he has managed communications across diverse sectors, including luxury, lifestyle, IT, finance, and politics. His portfolio includes collaborations with brands such as Casio, ITDC, India Homes, Mouthshut.com, Soham Infrastructure, and Papa John’s, as well as serving as Public Relations Officer to the former Chief Minister of Andhra Pradesh, Kiran Kumar Reddy.Sawhney has been recognized with the Corporate Communication Leader of the Year (2024) award by Transformance Forum and the 40 Under 40 PR & Communications Award (2024) by Agency Reporter.He holds an Executive MBA from the University of San Francisco, USA, and a bachelor’s degree in journalism and mass communication from IP University, Delhi.In his elevated role, Sawhney will continue to drive Nangia Andersen’s corporate communications and PR strategies, further strengthening the firm’s profile across national and international platforms.

Four Seasons Hotel Mumbai is delighted to announce the appointment of Henna Punjabi as Director of Public Relations and Communications. With a strong background in marketing and communications, Henna brings with her extensive experience in building brand narratives and executing high-impact campaigns that resonate with both guests and media.Recognised with the Marketing Team of the Year award at the Marriott International APEC Elite Awards 2024 and named Runner-Up for Marketing & PR Person of the Year at the Hotelier India Awards, Henna has consistently demonstrated her ability to shape impactful stories and strengthen brand engagement across platforms.In her new role, Henna will lead the hotel’s communications and brand positioning, overseeing media relations, strategic campaigns, and integrated marketing initiatives. Her ability to combine creativity with strategic insight will play a pivotal role in amplifying Four Seasons Hotel Mumbai’s presence as a luxury hospitality leader.“Henna brings with her not just experience, but a true passion for building connections through storytelling. We are delighted to welcome her to Four Seasons Hotel Mumbai and look forward to the energy, creativity, and fresh perspective she will bring to our communications journey,” said Nitesh Gandhi, General Manager, Four Seasons Hotel Mumbai. With Henna on board, Four Seasons Hotel Mumbai reaffirms its commitment to excellence, where every detail, from service to storytelling, reflects the timeless elegance of the Four Seasons brand.

Obeetee Carpets, one of India’s most respected names in handcrafted rugs, has appointed The Purple Boat (TPB) as its national communications partner. TPB will lead Obeetee’s public relations and outreach efforts, shaping and amplifying its brand narrative across platforms.Founded in 1920, Obeetee is a design house renowned for its century-long legacy of artisanal excellence, sustainable practices, and pioneering role in redefining Indian design for global audiences.The mandate will be spearheaded by Richa Gupta, Founder of The Purple Boat and a communications professional with over two decades of experience in design and lifestyle. Richa has shaped the narratives of leading homegrown brands including Sarita Handa, The House of Things, Sage Living, Orange Tree, and Design Ni Dukaan, along with several of the country’s noted architects and designers.“The Purple Boat is built on the ethos of celebrating homegrown voices through stories that connect creativity with culture and community,” says Richa Gupta. “As Obeetee expands its voice across India and globally, we are excited to highlight the brand’s extraordinary journey, community of artisans, and innovative approach to design.”This collaboration brings together Obeetee’s legacy of craftsmanship with The Purple Boat’s new-age cultural storytelling, further strengthening Obeetee’s position as a leader in India’s evolving design and lifestyle space.

Independent creative communications agency W Communications has expanded its regional footprint with the launch of a new headquarters in Abu Dhabi, strengthening its Gulf strategy.The agency first entered the Middle East in 2020 as the agency of record for Diriyah Gate Development Authority. Its new GCC set-up brings together three brands under one umbrella: W GCC, delivering creative communications from Abu Dhabi; Lotus Arabia, a Riyadh-based destination marketing specialist representing clients such as Saudia and AROYA Cruises; and Hello Franses!, a celebrity and influencer marketing arm that has partnered with global sport and entertainment properties including Formula 1, Formula E and the Red Sea International Film Festival.Together, the brands form an integrated platform to support clients across the region’s evolving communications landscape.Founded in London in 2009, W Communications has grown into one of the most awarded independent agencies globally, with operations in London, New York and Singapore. Establishing a Gulf base underlines the region’s increasing role in the international communications industry, with Abu Dhabi serving as a strategic hub.The new office will be led by Joanna Della-Ragione, Managing Partner, W Communications GCC. She brings extensive experience from major regional projects, including leadership roles at Oxagon, NEOM’s first subsidiary, and at Diriyah Gate Development Authority.

McDonald’s has appointed Anne Hammer as its Global Chief Communications Officer. She joins the company after serving as Global Chief Communications Officer at Manulife for three years.At McDonald’s, Hammer will be part of the Impact team led by Jon Banner, with responsibilities focused on brand communications and business growth. She will be based in Chicago as she takes on her new role.

Ellerton & Co. Public Relations (“Ellerton & Co.”), a strategic communications firm, today announced its expansion into India with the appointment of Sanil Shirsat as its India lead. This significant move marks the launch of the firm’s ambitious “Greater Southeast Asia” vision, aimed at creating a powerful communications corridor between India and Southeast Asia.Shirsat, a seasoned public relations strategist with over 12 years of experience, will be responsible for establishing Ellerton & Co.’s presence, driving growth, and delivering high-impact communication strategies for clients in the Indian market."India is one of the world's most dynamic and exciting markets, and establishing a presence here is a critical step in our growth journey," said Oliver Ellerton, Founder and Director of Ellerton & Co. "We are thrilled to welcome Sanil to our team. His extensive experience with global brands, deep understanding of the technology sector, and proven ability to craft compelling narratives make him the ideal leader to build our foundation in India and deliver exceptional value to our clients." The expansion is a cornerstone of the firm’s strategy to offer a seamlessly integrated network across Asia's key growth regions. Ellerton & Co. currently operates in Singapore, Malaysia, Indonesia, Vietnam, the Philippines and Thailand, in addition to their new India presence. “Our expansion into India is a pivotal moment for Ellerton & Co.,” said Prayaank Gupta, Executive Director. “It not only strengthens our footprint but also launches our Greater Southeast Asia vision, spanning East Asia, India, the Middle East, and ASEAN.  “This move follows a strong run of new business wins across key client sectors, including a number of India mandates. The goal is to connect Southeast Asia and India, two regions with strong synergies, offering our clients unparalleled access and expertise across these interconnected markets,” added Gupta. Shirsat joins Ellerton & Co. with a distinguished career, having worked with top-tier global agencies including Weber Shandwick, MSLGroup, and Archetype, and a notable five-year tenure at Adfactors PR. There, he led the Frontier Tech Practice from Mumbai. His expertise lies in translating complex information into compelling narratives for leading global brands, homegrown startups, and conglomerates across business, culture, and technology. His client experience includes IBM, ABB, McAfee, ServiceNow, Tata Communications, and Air India SATS, among others. “I am incredibly excited to lead Ellerton & Co.’s charge into India,” said Sanil Shirsat. “The synergy between India and Southeast Asia presents an immense opportunity for brands to forge powerful cross-border connections. In a future-obsessed world, understanding cross-cultural dynamics is critical. I look forward to building a practice that serves as a strategic bridge between these vibrant regions, helping our clients navigate diverse audiences and achieve their most ambitious goals. I am also excited to collaborate with colleagues across other key markets, ensuring our clients benefit from truly integrated regional expertise.” Ellerton & Co. advises a diverse portfolio of clients across sectors including hospitality, travel, education, energy, sustainability, public sector, technology, investment firms, and high-growth startups. The firm was recently handed mandates for a number of global and local names such as Star Alliance member Ethiopian Airlines, AI infrastructure leader Nebius, BDx Data Centers, City Energy, Taiwan Trade, and MoneyHero Group.

Plum, India’s leading employee health benefits platform, has appointed The Mavericks India, India’s leading integrated marketing communications agency, as its strategic communications partner. Plum operates at the intersection of technology, healthcare, and benefits innovation, offering modern, accessible, and comprehensive protection plans for startups, SMBs, and enterprises. While rooted in health benefits, the platform has evolved into a holistic healthcare ecosystem, bringing together insurance, wellness, and preventive care, and now expanding into personal and business insurance, ensuring seamless protection for both organisations and individuals.The Mavericks India will drive strategic communications for Plum across key touchpoints, with a strong focus on thought leadership, stakeholder visibility, corporate reputation, and brand storytelling. The partnership aims to bolster Plum’s narrative in the fast-evolving healthcare and employee benefits space while also reinforcing its expansion into business and personal insurance. Through this collaboration, The Mavericks will help amplify Plum’s mission of making quality health protection—spanning preventive healthcare, group benefits, and individual coverage—a fundamental workplace right.Shreyas Achar, Senior Vice President, Marketing, Plum Benefits said, “At Plum, we are deeply invested in changing the way India views employee wellbeing. With The Mavericks India as our strategic communications partner, we are excited to craft a narrative that aligns with our purpose, resonates with our audience, and champions the role of health security in today’s workplaces. We look forward to this collaboration elevating our voice in the industry and beyond.”On winning the mandate, Chetan Mahajan, Co-founder and CEO, The Mavericks India, added, “Plum is a trailblazer in the insurtech and employee benefits ecosystem, disrupting traditional models with empathy, technology, and innovation at its core. We are honoured to partner with a brand that is creating systemic change for millions of employees and employers. Our goal will be to shape authentic, insight-led communications that strengthen Plum’s leadership and connect deeply with its stakeholders.”

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, Neera Asthana-Phate, General Manager – Corporate Communications & CRM, Mahanagar Gas Limited (MGL), talks about the brand’s city-centric campaign ‘Mumbai Chalta Hai MGL Par’. She shares insights on the core thought behind the creative approach, the role of AI in shaping storytelling, and how MGL balances functional communication with emotional connect. Asthana-Phate also discusses the importance of hyperlocal engagement, crisis communication principles, and the evolving opportunities and challenges for corporate communications in the energy and utilities sector.Mumbai Chalta Hai MGL Par is a very relatable and city-centric campaign. What was the core thought behind this creative approach?MGL has been in Mumbai for over 30 years, providing piped natural gas and compressed natural gas to the city. Over time, consumer expectations have evolved, and we wanted to be perceived not just as a utility provider but as a brand that enables the lives of Mumbaikars. We are present with them from sunrise to sunset in some form or the other. This campaign emphasizes MGL’s pivotal role in keeping Mumbai running—fueling the unstoppable pace of the city. Our contribution is deeply embedded in people’s daily lives, and through this campaign, we wanted to highlight that connection.The campaign has adopted an AI-led creative route. How did this decision come about, and how do you see AI transforming brand storytelling?AI today touches almost every aspect of our lives, and brand communication is no exception. Our creative agency, MX Advertising, came up with the idea of adopting an AI-led approach. After brainstorming, we decided on something relatable and minimalistic—less cluttered, more data-driven, and strongly connected to the common man of Mumbai. The visuals focus on everyday families rather than glamorous imagery, making it authentic and accessible. For example, the milk that arrives in the morning is transported in CNG tempos, breakfast is cooked on PNG, and school or office commutes run on CNG. MGL is with people throughout their daily journey, and AI helped us bring this message alive in a simple yet impactful way.For a brand like MGL, which operates in a highly functional sector, how do you ensure the communication connects emotionally with consumers?Our communication is rooted in trust and safety. MGL is associated with something as essential as cooking fuel, which naturally builds emotional resonance. Families rely on us 24/7, and that dependability fosters confidence. Beyond homes, our role extends to schools, transport, and businesses—all of which run safely on CNG. By highlighting safety, reliability, and care, we connect emotionally with consumers. Trust is our biggest strength, and it forms the foundation of all our communication.Corporate communications is often about balancing reputation with marketing. How do you align MGL’s brand campaigns with long-term reputation management?Reputation is built not just through campaigns but also through consistent on-ground actions. Over the past 30 years, MGL has earned the trust of its consumers by being reliable, safe, and accessible. Our campaigns, including Mumbai Chalta Hai MGL Par , reinforce this trust by emphasizing our role in people’s lives. In the long run, such initiatives strengthen the bond with consumers and complement the ongoing work we do through PR and ground-level engagement.With media channels diversifying, what is your mix between traditional PR, digital storytelling, and influencer engagement?We adopt a balanced media mix to reach all segments of our diverse audience. Print media remains important, especially for households that rely on newspapers. Radio allows us to connect with people on the move, while outdoor campaigns give us citywide visibility. On digital, instead of relying on influencers, we focus directly on our customers, who are our true ambassadors. Their trust and word-of-mouth endorsement are more powerful than any influencer campaign.In a city like Mumbai, hyperlocal connect is crucial. How do you integrate community-focused storytelling into MGL’s PR strategy?We ensure our communication reaches people in multiple languages—English, Hindi, Marathi, and Gujarati—to reflect Mumbai’s diversity. Our on-ground teams regularly interact with customers, while our website, WhatsApp helpline, call centers, and walk-in offices are all multilingual. Even our bills are issued in different languages. This accessibility ensures that every Mumbaikar feels included and connected with MGL.Crisis communication is always a sensitive area for utility brands. What guiding principles does MGL follow to ensure transparency and trust?Our guiding principle is safety first. In any crisis, we prioritize openness and accessibility, ensuring people can reach us immediately. Our emergency response teams are available around the clock. Transparency, swift action, and being present when customers need us most are the pillars of our crisis communication.What are the biggest PR challenges you foresee for the energy and utilities sector in the coming years?As more players enter the market, customer expectations will continue to rise. Each new generation comes with different needs and outlooks, so evolving communication strategies to meet these expectations will be critical. The challenge will be to remain agile, responsive, and relevant while maintaining trust and consistency.On the flip side, what opportunities excite you the most about the future of corporate communications?Corporate communications has immense opportunities because perception is shaped by what and how you communicate. For MGL, it means reinforcing our strengths—trust, safety, and reliability—while also embracing new storytelling formats. With evolving media and technology, we can reach wider audiences in more personalized ways, making communication a key driver of brand strength.Finally, if you had to share one learning from the Mumbai Chalta Hai MGL Par campaign with fellow communicators, what would it be?The biggest learning is that campaigns don’t always need to be grand or flashy. Grounded, relatable communication that truly resonates with your audience has the strongest impact. Connecting with people on an emotional level—speaking their language and reflecting their everyday realities—creates lasting trust and brand value.

Let's Konstruct, a groundbreaking B2B platform, which aims to redefine the construction materials supply ecosystem, has on-boarded Communication Casa, one of India’s leading PR and communication agency, to build its brand presence and establish a strong market positioning through strategic communications.Let's Konstruct is a market shaper, founded by a group of veterans in the building materials and construction industry. The platform aims to corporatize, catalyse and cleanse the construction sector to bring joy to the process of creation. Let’s Konstruct is shaping an ecosystem of sellers and buyers who wish to do business based on transparency and trust, auguring efficiencies, effectiveness and a seamless collaborative working.Communication Casa will create and implement a detailed communications strategy to raise awareness about Let's Konstruct's innovative platform, thought leadership, and unique value. The agency will use its skills in media relations, content creation, and stakeholder engagement to position Let's Konstruct as an emerging leader in the building material and construction industry.“We are excited to collaborate with Let’s Konstruct as they establish their presence in the market,” said Manauti Walecha, Founder of Communication Casa. “Our team will ensure their innovation and expertise are communicated effectively to the right audiences.”"We are happy to onboard Communication Casa to help us communicate our brand values in the market through effective PR strategy. Their work philosophy and commitment to client impact created a shared approach shaping our collaboration”, said, Gaurav Markanda, CEO & Co-founder, Let’s Konstruct.Communication Casa's commitment to offering high value and setting a standard of unparallel quality is showcased through its spectrum of services that span across sectors, including finance, healthcare, FMCG, F&B, startups, NGOs, technology, entertainment, esports, agriculture, travel and hospitality and real estate. With its strategic approach and bespoke solutions, Communication Casa is well positioned to support Let’s Konstruct in achieving its vision of building a strong brand identity.

Boomerang Collaborations, a dynamic media buying and advertising agency headquartered in Noida, has bagged the Public Relations (PR) and Event mandate for AIIFA SteelEx 2025.As the official PR and Event partner, Boomerang Collaborations will drive media outreach, stakeholder engagement and on-ground activations designed to maximize the event’s reach and ensure powerful industry-wide impact.The prestigious industry event, backed by the Ministry of Steel, will be hosted in Mumbai and is set to be one of the year’s most impactful gatherings for India’s steel sector.Speaking on the milestone, Shrey Goel, CEO of Boomerang Collaborations, said:“We are proud to partner with AIIFA SteelEx 2025, an event that holds immense significance for the steel sector and India’s industrial vision. At Boomerang Collaborations, our focus has always been on delivering creative, impactful campaigns and this mandate gives us the opportunity to further showcase our expertise on a national platform.”Adding his views, Shri Kamal Aggarwal, Secretary General of the AIIFA Sustainable Steel Manufacturers Association (formerly known as the All-India Induction Furnaces Association), said:“Boomerang Collaborations has been a trusted partner for us since Bharat Mandapam 2023, where they delivered an exceptional PR experience. Their professionalism, creativity, and commitment to detail have consistently impressed us, and we are delighted to continue this association for AIIFA SteelEx 2025. We are confident that with their support, this year’s event will achieve greater visibility and impact.”Over the years, Boomerang Collaborations has successfully executed a series of high-profile PR events for brands and organizations across industries.

EVE Power Hungary Ltd. has appointed Dr. Ádám Kovács as Head of Public Relations, effective September 15, 2025. In this role, he will lead the company’s communications efforts, focusing on strengthening relationships with governmental, municipal, and community stakeholders while supporting transparent and sustainable operations.Dr. Kovács brings more than 15 years of experience in public administration and strategic communications. He previously served as Head of the Mayor’s Cabinet at the Municipality of Debrecen, where he was involved in development projects aimed at enhancing the city’s competitiveness, coordinating municipal communications, and engaging with the public.His academic background spans multiple disciplines, including law (LLM in European and international law), economics (MBA), and security policy, supplemented by studies in sustainability and ESG. This diverse expertise positions him to contribute effectively to EVE Power Hungary’s domestic and international objectives.As part of his responsibilities, Dr. Kovács will oversee corporate social responsibility initiatives, manage stakeholder dialogue, and communicate the company’s goals to local and national audiences.

After an intensive jury process, 184 entries have been shortlisted for the 14th edition of SMARTIES India with careful screening and scoring by 100+ screening jury and 50+ jurors to decide the final wins. This year’s shortlist reflects the evolving face of marketing in India, capturing breakthrough work across categories and setting the stage for the country’s most prestigious celebration of marketing effectiveness. MMA India Jury Chair & board member Nikhil Sharma, Managing Director, Perfetti Van Melle India said, “I extend my heartiest congratulations to all winners for setting new benchmarks and reminding us of the power of ideas to drive progress. Today’s marketers continue to inspire - pushing boundaries with creativity, technology, and purpose. As Jury Chair, it was quite a challenge - a good one though - to firstly select the top few from nominations, and then to align with the jury team who themselves felt very strongly about their shortlist of some fabulous campaign entries. This year’s winners have proved that when innovation meets intent, the result is campaigns that not only make an impact but also truly connect with people."This year’s shortlist saw participation from a wide spectrum of India’s most influential marketers, with entries from Hindustan Unilever, PepsiCo, Mondelez, ITC, Nestlé, Coca-Cola, Amazon, Swiggy, Hyundai, Maruti Suzuki, Pernod Ricard, Diageo, Britannia, L’Oréal, Dabur, Federal Bank, Motilal Oswal, Aditya Birla Capital, Kotak Mahindra Bank, Apollo Tyres, Myntra, Hero MotoCorp, CEAT, Dell, Lenovo, and Mastercard, among others. The sheer breadth of industries - spanning FMCG, auto, e-commerce, finance, retail, consumer tech, and beyond - reflects SMARTIES’ position as the country’s definitive platform for marketing effectiveness.Moneka Khurana, Country Head & BOD Member, MMA Global India, said: “As SMARTIES continues to grow in scale and stature, what stood out this year was the diversity of work across categories - from AI-driven creativity to small budget campaigns delivering outsized impact. The jury’s rigor ensures that SMARTIES is not just about rewarding creativity, but about recognising marketing that truly drives business outcomes. The evolution we are witnessing in regional media, challenger brands, and technology-led consumer experiences reflects the resilience and ingenuity of Indian marketers. That is exactly the spirit SMARTIES was designed to celebrate.”The jury represented the full marketing ecosystem, bringing together leaders such as CMOs from Hindustan Unilever, Diageo, Tata Consumer Products, Hyundai, Lenovo, Pernod Ricard, Maruti Suzuki, Kotak Mahindra Bank, Nestlé, Colgate-Palmolive, and Bharti Airtel, along with agency and platform heads from GroupM, Meta, Google, Amazon Ads, Sony LIV, and Wavemaker. This cross-industry representation ensured that every campaign was evaluated through the sharpest, most diverse marketing lens.Jury Chair Virat Khullar, AVP & Vertical Head, Marketing, Hyundai Motor India, said: “As the Jury Chair for SMARTIES 2025 Awards, I am truly impressed by the quality of entries we have reviewed this year. The shortlisted nominees represent the best of marketing excellence - ideas that are bold, creative, and deeply resonate with audiences. These entries are dominating the new age media with usage of the latest marketing tech for impact and efficiency. Being able to recognize such outstanding talent and innovation is a privilege, and I look forward to celebrating their impact on our industry.”This year, Toluna joined as the official Jury Observer, capturing jury perspectives throughout the three-day evaluation. Their insights, drawn from live deliberations, will spotlight emerging trends in effectiveness and provide the industry with a sharper lens on what truly drives impact.Emerging themes of 2025Future Forward Tech: AR, VR, sonic, spatial, NFTs - bold experiments, but only a few translated into measurable impact.Local & Regional Rise: Homegrown brands outpacing globals in growth, with challenger brands disrupting and legacies leading with experience.AI in Marketing: Many attempts, but only a handful balanced creativity with ROI - still early days for true AI effectiveness.Festive & Quick Commerce: Campaigns that tapped into festive peaks and real-time commerce are reshaping consumer journeys.Unpack Quick Commerce in the Festive Season: Take the SurveyThis year also saw a surge in entries across Brand Experience, Real-Time Marketing, Small Budget-Big Impact, Social Media Marketing, Integrated eCommerce Innovation & Live Streaming, and AI-Driven Creative Excellence, reflecting where marketers are doubling down in 2025.Beyond campaign metals, SMARTIES also recognises Industry Awards, which honour the organisations and leading companies shaping the marketing landscape. These accolades celebrate the brands, agencies, publishers, enablers, and marketers setting new benchmarks for innovation, effectiveness, and growth across the ecosystem.From featuring in the WARC 100 - the global index of the world’s most awarded media campaigns - to contributing to RECMA’s global media agency scores, SMARTIES India 2025 connects local brilliance with global credibility.The program also contributes to the SMARTIES Business Impact Index, a global measure of marketing effectiveness, making it one of the only awards where winning directly influences both brand and agency reputation at scale.The shortlist now sets the stage for SMARTIES Unplugged on October 10 in Mumbai - a day-long immersion where industry leaders decode marketing’s future, followed by the SMARTIES Gala, where metals will be unveiled and the best of marketing effectiveness will be celebrated.

Vertoz Limited a global MadTech and CloudTech Platform Company, has bagged the communication mandate for XLRI – Xavier School of Management, Jamshedpur, one of India’s most respected B-schools. The year-long partnership will see Vertoz lead XLRI’s communication strategy across content, PR and digital platforms. What began as a one-time digital media management engagement has now matured into a long-term strategic partnership, a milestone that reaffirms Vertoz’s growing role in the education sector.This development highlights and reaffirms the strength of Vertoz’s intelligent MadTech solutions and its ability to deliver consistent, data-driven outcomes that go beyond campaign cycles. More importantly, it reflects the deep trust XLRI places in Vertoz as a long-term partner in shaping its digital growth story.Speaking on the occasion, Hiren Shah, Chairman & MD of Vertoz, said:“This partnership is more than a contract - it is a new relationship built on trust and the power of meaningful communication and impact. As I have said earlier, education is the foundation of tomorrow, and when an institution like XLRI chooses to collaborate with us, it validates our belief that institutions don’t need more media; they need smarter media. We are humbled and proud to walk this journey together.”For Vertoz, this year-long mandate is a continuation of its momentum in the education sector, following its marquee win with XLRI Jamshedpur.Commenting on this milestone, Ashish Singh, Public Relations (PR) & Branding Officer, XLRI Jamshedpur said, “At XLRI, we believe that a world-class institution deserves world-class storytelling. With Vertoz as our PR and Branding partner, we are confident of amplifying XLRI’s legacy of excellence with the innovation, agility and impact that today’s communication landscape demands.”The renewed engagement will focus on strengthening the institute’s digital footprint, enhancing student outreach across India, and leveraging Vertoz’s proprietary technology stack to deliver impact-driven results.Through this partnership, Vertoz aims to build a strong communication framework for XLRI that goes beyond conventional communication, focusing on authentic storytelling, industry dialogues, and narratives that highlight XLRI’s contribution to shaping leadership in India and globally.

Christian Dior has appointed Peter Utz as Head of Global PR for its men’s and women’s collections. In this role, he will oversee global communications and celebrity relations, reporting to Olivier Bialobos, Head of Communications and Brand Image.Utz brings over two decades of experience in the luxury sector across Europe and the United States. He began his career in 2002 with Christian Dior Couture in retail sales, before moving to Prada in 2008, where he worked until 2012. He later joined Saint Laurent as Head of VIP Relations, before relocating to Los Angeles in 2016 as Head of Brand Marketing at concept store Maxfield.In 2018, Utz joined Celine as Head of Couture and Corporate Events, where he managed strategic client relationships and international events. His return to Dior marks a continuation of his longstanding association with leading luxury houses under the LVMH group.Alongside this appointment, Dior has also strengthened its design department by naming Michela Kalb as Head of Haute Couture, Women’s, and Men’s divisions.

Authored by: Rohit Khatua, 'Integrated Marketing & Communication Leader'India’s consumer behaviour is changing faster than ever before. With 806 million internet users, rapid digital adoption in urban and semi-urban markets is changing the way that Indians discover, evaluate and buy products. For marketers & advertisers it is critical to understand and leverage these dynamic paradigm shifts, for their businesses in 2025 and beyond. So, what are the key factors that now increasingly define how consumers discover brands, consider them and finally choose to make their purchases?Social Media Takes Center Stage in Brand DiscoveryTraditional advertising channels viz. TV, print, & out-of-home (OOH) are no longer the primary avenues for brand discovery. 58% of consumers report discovering new businesses and products via social media, outperforming traditional search avenues. Today’s consumers, especially the youth, discover brands via social media, e-commerce through short-form videos and user generated content (UGC). Platforms like Instagram, YouTube Shorts etc have become the modern-day marketplace, where engaging content and viral trends drive curiosity and interest.For advertisers this is a paradigm shift. Campaigns, once based around high-cost cinema and TV, are now shifting to digital-first storytelling. Snackable and shareable creative content, optimized for platforms are absolutely essential for brands who don’t want to risk losing visibility.Influencer Credibility Outshines Traditional AdvertisingConsumer trust is also undergoing a notable shift. Gen Z and millennials in today's marketplace don’t rely on mass advertising as a decision influencer as much. In fact, 70% of millennials prefer product recommendations from their favorite influencers and 87% of Gen Z respondents said they’d be willing to buy products based on influencer endorsements. Social influencers and digital creators facilitate consideration and purchases far more than before. Trust is quite subjective. For instance, younger consumers look for validation in the digital world but senior consumers depend on endorsements from like-minded community members. As a result, advertisers will prefer a multi-faceted strategy to take advantage of influencer partnerships for younger audiences, and maintain credibility and recommendations from older audiences.Vernacular Content and Local Narratives Gain GroundIndia’s digital expansion is rather regionally nuanced. Over 60% of influencer content is now featuring vernacular languages beyond English and Hindi mirroring consumption patterns. Whether a Youtube ad, Instagram reel in Tamil, or Hindi-focused influencer campaign, the regional authenticity hits hardest compared to a one-language-fits-all approach.Localized and regional content improves engagement and highlights respect for culture and sensitivity to context, which in turn creates deeper emotional connections. Rise of Affordable Luxury Among Young ConsumersYoung consumers harbour a desire for aspirational brands, balanced with affordability. They are looking for products and experiences that feel premium yet manageable, driving what’s called “affordable luxury”. Whether it is skincare, electronics, fashion or dining, consumers are more willing to spend on a product that elevates their lifestyle while remaining financially feasible.For advertisers, this duality means carefully crafted pricing combined with clear articulation of product value propositions.Purpose-Driven Branding Becomes a Core ExpectationPurchasing choices are not just transactions anymore. This generation of consumers are gravitate towards brands whose values extend beyond the pursuit of profits and not at the expense of the planet or society. Whether that be sustainable packaging or inclusive advertising, or perhaps ethically sourced products, greater brand loyalty lies with brands that are driven by "meaningful purpose". With 2/3rd consumers preferring socially responsible brands, over 50% of corporate brands today are committed to various impact causes.Today's campaigns will need to integrate social and environmental awareness into the brand's core narrative and demonstrate it to the audience.Seamless Omnichannel Journeys Redefine Experiences73% of shoppers display omnichannel movement before the purchase. The contemporary Indian consumer does not distinguish between online and offline experiences; they are effortlessly sliding between both. Most consumers surf product reviews over the internet, take a glance at ratings, compare offers, and buy offline. there are some consumers who scout for stores offline and make a full online sale. Such omnichannel activity requires seamless integration between channels.For marketers and brands, it implies that design for customer experience needs to be integrated prompt availability, abundant information, consistent pricing, preference-based recommendations, and after-sales service. Tier-2 and Tier-3 Markets: The New Growth FrontiersIn the first phase of post-liberalization growth, metros have driven consumer behavior and adoption trends. Lately, over 60 percent of e?commerce transactions now originate from Tier 2 and Tier 3 cities, signalling a retail shift beyond metros. There is a growing appetite for branded products, digital payments, and global experiences thanks to increasing internet and social media penetration and rising disposable incomes. As a result, advertisers will need to refocus on geographic thinking and strategies. Metro-focused campaigns might not work for smaller towns, and brands need to realize regional elements, price sensitivity, and cultural values. The Attention Economy Shift: Snackable and Interactive FormatsIn India, video commerce is currently estimated at $0.3-0.5 billion GMV in 2024, but as digital adoption deepens and consumer behavior evolves, it is set to grow ten-fold to $3.5-5 billion by 2029. With the advent of social media, ecommerce and OTT platforms, attention spans are shrinking.  Consequently, short-form videos, popular memes in converged media and live commerce are gaining prominence as consumed content. New mediums like interactive polls, augmented-reality filters, gamified advertising and immersive experiences are no longer solely for entertainment but also present engagement (and purchase) opportunities. Brands that can adjust quickly to this environment will see a larger disruption from the general advertising clutter.Conclusion: Identify, Embrace and Leverage the New Consumer ParadigmsBrands that transition quickly by making meaningful narratives, by engaging influencers, developing local content for customers, and developing consistent omnichannel journeys, will be best set for longer-term success. The future belongs to marketers who comprehend the non-linear, non-predictable and non-uniform ways in which consumers are acquired and retained.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Pinnacle Candid Communication has announced the appointment of eminent career coach, author, and strategic mentor Abhishake De Sarkar as its new Business Head for India, the Middle East, and the UK.Welcoming him to the leadership team, Sayantan Das Adhikari, Founder-Director of Candid Communication, India-UK said, “We are pleased to have Abhishake De Sarkar lead our operations across the Middle East besides India, and UK. Having extensively established our presence in India and UK, we are excited about this new association where Abhishake’s vast experience and his ability to shape businesses will add new dimensions to our global vision and growth strategy.”Established in 2003, Candid Communication (India & UK) has a legacy of 22 years of operations in India. Having achieved this milestone, it has become the only PR agency from Eastern India being endorsed by the Department of International Trade, Government of UK to start its business in the country. The company has a fully functional office in London, where its Founder Director is currently based.Commenting on the appointment, Abhishake De Sarkar said, “It is a privilege to join the largest PR Agencies of East at a time when the demand for integrated strategies in communication, education, and creativity is greater than ever. My focus will be on building bridges between markets, exploring opportunities, and creating meaningful impact across regions.”At the helm of the Advent Group – which owns Advent Synergy and Advent Actor Studio, Abhishake De Sarkar has established himself as a distinguished Career Coach, Author, and Strategic Mentor with more than 22 years of experience. He is widely recognized for seamlessly combining education, business, and creativity, earning a reputation as a visionary leader in the industry.

Deepak Kumar Saxena, IAS officer of the 2010 batch, has assumed charge as Commissioner, Public Relations, Madhya Pradesh. Following his appointment, he paid a courtesy visit to Chief Minister Dr. Mohan Yadav at Samatva Bhavan.Saxena has over a decade of administrative experience across various assignments in the state. He has managed district administration and held key departmental postings, with a career focused on transparency, communication, and governance.As Commissioner, Public Relations, he will oversee the state’s publicity, media outreach, and information dissemination. The role involves aligning government communication strategies with citizen needs, raising awareness of public welfare schemes, and strengthening the connect between the government and the public.His appointment adds experienced leadership to the Public Relations Department, with responsibilities directed toward enhancing the effectiveness of Madhya Pradesh’s communication framework.

Stagwell has announced the appointment of Meredith Aronson as Vice President, Corporate Affairs. In her new role, Aronson will contribute to the expansion of the firm’s Corporate Affairs practice, with responsibilities spanning reputation management, integrated marketing and communications, research, and stakeholder engagement.Aronson brings over 14 years of experience across corporate, nonprofit, and government sectors. She previously held senior leadership roles at JPMorganChase, where she led brand, product, and purpose-driven marketing initiatives. Earlier in her career, she served in the Obama administration, working on initiatives under the U.S. Department of Health and Human Services, including Michelle Obama’s Let’s Move! campaign.At Stagwell, Aronson will focus on developing integrated communications and reputation strategies for clients across industries, while also contributing to the network’s thought leadership on reputation and the evolving media landscape.