In this exclusive interview with Adgully Middle East, Tanya Chaudhary, Sr. Communications Manager at BPG Group, shares her compelling story of transitioning from India to Dubai, the inspirations behind her global PR career, and the principles that have shaped her impactful work in storytelling and reputation building. She also offers valuable insights into the unique challenges and opportunities for women leaders in the industry and the evolving dynamics of communications in the GCC region. With over 14 years of experience across diverse markets and sectors, Tanya discusses her approach to crafting impactful narratives, building trust, and navigating the complexities of the modern PR landscape, including the role of content and AI.From India to Dubai ?Çô what inspired your global journey in PR, and how has your experience across diverse markets shaped your communications strategy today?The move from India to Dubai was driven by a desire to gain inroads into the global arena, one that challenges you to think cross-culturally but remain rooted in strong local insight. Having worked with many different brands and sectors in India, I have led teams and scaled communications for clients, physically and remotely across the APAC and GCC regions. Dubai seemed the natural next step to further broaden my perspectives, especially given how rapidly the communications landscape is evolving. Operating in such disparate markets has taught me to blend emotion-led storytelling with fact-led analysis, ensuring that strategies are both culturally relevant and universally applicable.With over 14 years in PR and corporate communications, what core values or principles have consistently guided your storytelling and reputation-building efforts?Authenticity, and alignment have been my north stars. Whether I'm developing a thought leadership platform or managing a crisis response, I'm dedicated to building stories that are authentic, responsive to changing dynamics, and aligned with a brand's long-term business outcome. Relationship-building is also a huge component of it, both with media and internal stakeholders. It's that human touch that ultimately drives reputational equity.As a woman leader in the communications industry, what unique challenges or opportunities have you encountered, especially in traditionally male-dominated sectors like finance, auto, and logistics? And what makes the UAE different or unique in this aspect?While public relations as a profession has always welcomed strong female voices, sectors like finance, auto, and logistics can still present layered challenges when it comes to leadership presence and strategic decision-making. Navigating these industries has taught me the value of inclusive thinking, a quality that resonates across geographies. Both India and the UAE have shaped my leadership in profound ways. In India, I was able to build long-term client relationships, lead high-performing teams, and manage end-to-end mandates for legacy brands. The UAE, however, offers a unique ecosystem, a vibrant, future-focused, and driven by a strong national agenda for diversity and innovation. I've had the chance here to be part of transformation narratives in sectors like retail and tourism, where women leaders are actively encouraged. What connects both markets is the growing appetite for strategic communications that go beyond PR into reputation architecture ?Çö and as a woman, that's a space I?ÇÖm proud to contribute to, across any region.At BPG Group, what are some key strategic communications mandates you?ÇÖre excited about? How does the GCC region differ in its PR dynamics compared to markets like India or APAC?At BPG Group, I'm most excited about briefs that allow me to merge storytelling and strategic content development. I work closely on communications for Dubai Business Events, BurJuman, and Sony MEA, where briefs encompass reputation management, brand awareness, and content that effectively engages local and international audiences. A lot of my role here involves driving editorial and content strategy, developing messaging frameworks, crafting narratives, charting out content calendars, and informing thought leadership across digital and traditional channels. The GCC stands alone in its pace and aspiration. Communications herein go beyond media relations - they are perception-shaping, supportive of national agendas, and aspiration-building via integrated narrative. Comparisons with India or APAC are less apt; but it focuses more on bilingual content, strategic alignment with cultural sensitivity, and influencer-led amplification. That said, my foundational years in India of managing P&Ls, leading teams, and driving campaigns for brands like Cargill, Hamdard, and Booking.com have equipped me with the agility and scale-based thinking that complement the precision and legacy-building approach often seen in the GCC. It?ÇÖs this cross-market perspective that I bring to every mandate. You?ÇÖve worked across sectors from FMCG and real estate to ITES and hospitality?Çöhow do you tailor your communication strategy to ensure brand relevance and resonance across such varied industries?The foundation is always the same: understand the audience, then reverse-engineer the message. I invest time in decoding not just the brand, but also the behaviours and sentiments of its target market and audience. For example, a B2B tech brand needs credibility and insight-led positioning, but a lifestyle or property brand exists on aspiration and visual storytelling. Changes in sector demand varying content formats, tones, and platforms?Çöbut the thread of authenticity remains the same.In the age of always-on media and rising stakeholder expectations, what role does content strategy and development play in building long-term brand trust? And how do you view AI?ÇÖs role in the way PR functions in the times to come?Content is no longer king, it?ÇÖs the kingdom. Long-term trust is built through consistency, clarity, and value-driven purpose-based storytelling. As stakeholder demands rise, brands must go beyond campaigns and build content ecosystems that address multiple touchpoints, whether in customer experience (CX) or environmental, social, and governance (ESG) initiatives. AI, to me, is both a tool and a partner. While it can optimize research, media monitoring, and content generation, the human lens will remain irreplaceable when it comes to strategy, emotional intelligence, and cultural resonance.What advice would you give to young professionals?Çöespecially women?Çölooking to build a long-term, impactful career in PR and corporate communications?Claim your story. PR is about speaking up for others, but don't forget to speak up for yourself. Be inquisitive, pose thoughtful questions, and conquer both strategy and delivery. For women specifically, I would advise: never let the room take the sting out of your ambition. The industry can benefit from more women leaders who lead with empathy, strength, and vision. Keep learning, communicate with intent, and always trust your intuition.

With over two decades of experience spanning both agency and client-side roles, Gita Ghaemmaghami, Leader, Communications & PR, LIXIL IMEA, has navigated the dynamic world of corporate communications with strategic insight and creative flair. From leading award-winning campaigns to spearheading regional storytelling across culturally diverse markets, her journey reflects the evolving role of communication in building brand equity and business value. In this conversation, Gita Ghaemmaghami shares key milestones that shaped their approach, lessons from high-impact campaigns, and their perspective on the future of communication leadership in a rapidly changing landscape.Your career spans over 20 years across diverse sectors, from client-side roles to agency leadership. What pivotal moments or experiences shaped your approach to corporate communication and branding?I've had the privilege of working across the full spectrum of communications from agency to client-side and now leading regional efforts. A pivotal moment for me was moving from the agility of agency life to a leadership role on the client side at Sony Mobile. That transition sharpened my understanding of how communications directly influence brand equity, commercial goals, and internal alignment. More recently, my current role leading PR and Communications at GROHE across IMEA (India & Subcontinent, Middle East and Africa) has deepened my appreciation for localized storytelling. Communicating across such a culturally and economically diverse region has reinforced the importance of relevance, consistency, and empathy in brand messaging.You have led and implemented highly successful, award-winning campaigns. Can you share a campaign that was particularly challenging yet rewarding, and what key takeaways you gained from that experience?One campaign that stands out was the regional launch of Xperia smartphones across the Middle East and Africa. It involved managing a fully integrated 360?? communications strategy across seven key markets, multiple agencies, and stakeholders on a tight timeline. The complexity was high, but so were the rewards - a 30% uplift in brand awareness and an increase in brand preference. It was a testament to how cross-functional coordination, tailored messaging, and strategic influencer engagement can work in harmony. The key takeaway for me was that planning is vital, but agility and cultural sensitivity are what drive success in regional campaigns.With over 20 years in corporate communication and PR, how do you see the role of communication leaders evolving in the next five years?Communication leaders are no longer just message crafters; they're becoming strategic advisors at the leadership table. In the next five years, I see the role expanding into areas like stakeholder engagement, ESG communications, and employee advocacy, all while navigating an increasingly polarized media environment. The ability to manage complex reputational issues, lead with transparency, and connect emotionally with audiences internally and externally will define the next generation of communications leadership.In an era where data-driven decisions dominate, how do you strike a balance between creativity and analytics in crafting compelling brand narratives?Creativity and data should work in tandem. Data tells us what resonates and with whom, while creativity gives the story life and emotional weight. At GROHE brand part of LIXIL, we use insights to shape the foundation of our narratives, audience behavior, platform trends, and sentiment analysis; however, the story is brought to life through human connection. That?ÇÖs the part data can?ÇÖt replicate. It's the emotional thread that builds trust, drives engagement, and ultimately influences perception.What key strategies have you found most effective in handling crisis communication, especially with the rapid spread of misinformation on social media?Preparation is key. We maintain a detailed crisis management framework that includes scenario planning, rapid response guidelines, and media training for senior leaders. In today?ÇÖs fast-moving digital environment, timing is everything; misinformation spreads quickly, so a clear, consistent, and timely response is essential. We?ÇÖve also found that direct engagement on social media platforms, where appropriate, combined with proactive communication across trusted channels, helps mitigate reputational risk effectively.With the rise of AI, influencer marketing, and social media, how do you see the traditional PR model adapting to stay relevant and impactful?Traditional PR is evolving, no longer confined to press releases and media relations. Today, it's about creating meaningful, multi-touchpoint engagement. AI is helping us analyze sentiment and personalize content, while influencer marketing allows for more authentic, peer-to-peer communication. What keeps PR impactful is its foundation in trust and credibility. The future belongs to professionals who can integrate data, technology, and creativity while keeping storytelling at the core.What advice would you give to aspiring communication professionals who want to build a strong, future-proof career in PR and branding?Be endlessly curious and stay adaptable. Learn beyond your immediate role, understand data, trends, culture, and tech. But never lose sight of the fundamentals - clarity, empathy, and strategic thinking. Build relationships, not just contacts. And remember, while tools and channels may change, the ability to craft a story that moves people, that's your superpower.