Pitchfork Partners engaged by Ram Madhvani Films, Equinox Films, Equinox Virtual

Ram Madhvani Films, a renowned production house known for its award-winning works like Neerja and Aarya in Hindi cinema and the OTT space, has appointed Pitchfork Partners Strategic Consulting, a leading Mumbai-based agency specializing in strategic communications, as its communication partner. Pitchfork Partners' mandate also includes Equinox Films, the award-winning ad-production house known for iconic ads such as Humara Bajaj anthem and Happydent White along with Equinox Virtual, their gaming vertical.With this collaboration, Pitchfork Partners will lead corporate communications efforts for the three verticals, focusing on enhancing brand awareness and market engagement. Their proven track record of successful partnerships with diverse clients positions them as a valuable ally in Equinox Films, Ram Madhvani Films and Equinox Virtual’s journey towards expanding their footprint in the media and entertainment, advertising and gaming industry.Expressing his optimism, Ram Madhvani, award winning filmmaker, visionary producer and Founder of Equinox Films, Equinox Virtual and Ram Madhvani Films, stated, "We are delighted to welcome Pitchfork Partners on board as our strategic communications partner. Their tactical insights and industry know-how will play a crucial role in amplifying our brand narrative and fostering greater engagement with our audiences. We look forward to collaborating with them to achieve our communication objectives."Amita Madhvani Co-producer, Ram Madhvani Films, Equinox Films and Equinox Virtual, says, "Ram Madhvani films, Equinox Films & Equinox Virtual represents the forefront of our creative vision, pushing the boundaries of storytelling through immersive experiences. Furthermore, we are committed to harnessing cutting-edge technologies to transport audiences into captivating virtual worlds. Our partnership with Pitchfork Partners signifies our dedication to sharing these innovative narratives with the world. Together, we look forward to shaping the future of entertainment and inspiring the Indian audiences."Commenting on the partnership, Jaideep Shergill, Co-Founder,Pitchfork Partners, remarked, "Ram Madhvani Films and Equinox Films have carved a niche for themselves in the media and entertainment and advertising industry, and we are honoured to be entrusted with the responsibility of enhancing their communication efforts. Through strategic messaging and targeted outreach, we aim to amplify their brand impact and reach new heights of success in the ever-evolving entertainment landscape."This collaboration between Pitchfork Partners and the three ventures helmed by Ram Madhvani marks a significant step towards reinforcing their position as leaders in Indian cinema, the advertising landscape, and the rapidly growing realm of gaming.

Civic Studios appoints Pitchfork Partners as its strategic comm partner

Civic Studios, a global media company, has appointed Pitchfork Partners Strategic Consulting – a Mumbai-based firm with operations across India – as its new communication partner. With this appointment, Pitchfork Partners will spearhead corporate communications for Civic Studios to build and elevate awareness for the company. Pitchfork Partners, a consultancy reputed for its strategic brilliance, boasts a proven track record of successful collaborations with diverse clients. They will draw upon their experience and innovation to craft powerful messaging, execute impactful campaigns, and manage strategic media relations to further augment Civic Studios' reputation as a leader in socially conscious storytelling designed to make an impact.Expressing her enthusiasm for the association, Roohi Bhatia, Director Strategy & Operations, Civic Studios, said, “We are thrilled to have Pitchfork Partners on board as our communications partner. Their experience and capabilities will be instrumental in helping us achieve our communication goals. We look forward to working with them and crafting a compelling brand narrative in India.”Civic Studios, known for its impactful storytelling like 'Schirkoa: In Lies We Trust’ (NETPAC Award winner at International Film Festival of Rotterdam 2024, with guest voice cast such as Karan Johar, Shekhar Kapur, Anurag Kashyap), ‘Vakeel Babu’ and ‘Ye Saali Naukri’, believe in creating authentic stories of change, hope and pride, across formats of film, web series, and short-form digital content. Its upcoming India and international releases include Little Thomas, (feature film starring Rasika Dugal and Gulshan Devaiah), Family Aaj Kal (upcoming web series on Sony Liv featuring actor-influencer Apoorva Arora), and over fifteen projects in development with talents such Gurinder Chadha (Bend It Like Beckham, Bride & Prejudice, Blinded By The Light), and Pan Nalin (Last Film Show - official Indian entry to the Oscars 2023, Samsaara, Angry Indian Goddesses). They also collaborate with reputed non profit and community-based initiatives to facilitate impact campaigns on ground, and conduct evaluations to measure impact with the intended audience. The aim of Civic Studios is to create a global community of creators who want to tell stories that entertain, engage, and empower. Sharing his views on the appointment, Jaideep Shergill, Co-Founder, Pitchfork Partners, said, “Civic Studios is at the forefront of content production, and we are honoured to be their partner of choice for building the India narrative. We believe that our skills and domain expertise will significantly help in crafting strategic communications that will strengthen Civic Studios’ reputation and brand awareness.”The collaboration with Pitchfork Partners promises to elevate Civic Studios' impact, empowering them to reach greater heights and inspire audiences globally through captivating stories.

PR is revisiting storytelling narratives to create authenticity for consumers

In an era dominated by digital landscapes and evolving consumer expectations, the Public Relations industry finds itself at a pivotal juncture. With authenticity emerging as a cornerstone of brand-consumer relationships, the art of storytelling takes center stage. As the narrative landscape evolves, PR professionals are compelled to revisit traditional approaches. In this ever-changing landscape, the quest for authenticity becomes paramount, urging the industry to redefine its storytelling paradigms to forge deeper connections and foster genuine engagement in the digital age.Adgully reached out to some leading PR leaders to understand how they are revisiting storytelling narratives to create authenticity for the new age consumers.Jaideep Shergill, Co-Founder, Pitchfork Partners, noted, “In an age marked by abundance of information, where brands vie for attention amidst a cacophony of content, it has become imperative for the PR industry to leverage our storytelling expertise towards promoting more honest and authentic narratives. This strategic shift is even more relevant today as new-age consumers seek truth, rather than polished narratives. Any communicator in the 21st Century who caters to the younger demographic should have a detailed understanding of their audience’s thought process. They are the "King," as Marketing 101 reminds us, and our messaging needs to reflect their values and concerns; everything else will follow.”“This discerning generation is cognizant of the products and services that they use, with an inclination of avoiding products sourced unethically or manufactured through unfair labour practices. They have an ability to sift through volumes of content and select the most authentic narrative in the media that best reflects their preferences. In such a scenario, content becomes more than mere information; we as communicators must move beyond manufactured perfection and embrace real storytelling, flaws and all. Identifying a brand's unique story, prioritising transparency, showcasing positive impact, and utilising real consumer stories can be effective steps. Overall, communication should be rooted in values of the brand, and it should reflect in the narrative,” he further elaborated.Pooja Chaudhri, Executive Director, Concept PR, believes that storytelling is a potent tool to communicate something. She said, “We have grown up listening to stories and being inspired by them, even if they are untrue. For example, one story often told to emphasise that change needs to be gradual is that of a frog in a vessel that gets boiled when heat is increased slowly. We all take it as accurate, even though experiments have repeatedly shown that a frog jumps out of the vessel when the heat becomes uncomfortable, even if it increases gradually. I believe storytelling is more sequential, but adding the essence of narrative can considerably improve the impact. A narrative allows one to share different points of view, and highlight the core message. I believe that if adequately done, narrative storytelling can be a powerful tool to create authenticity for new-age consumers.”“The traditional storytelling methods of the PR industry often miss the mark with today’s consumers, who yearn for authenticity and genuine connections,” remarked Valerie Pinto, CEO, Weber Shandwick India. According to her, “To truly connect with this new-age audience, it is crucial to humanise your brand. Share behind-the-scenes glimpses and engage in authentic interactions. In the era of two-way communication, brands can no longer shy away; instead, they should embrace it. Encouraging user-generated content that mirrors diverse perspectives and experiences is essential. By involving consumers in the storytelling process, we not only build connections, but also cultivate a sense of shared ownership. After all, the heart of a brand lies in the stories it tells and the community it builds.”For Geetu Batra, PR & Communications Lead, Cheil India, the new-age consumer is Gen Z, which has just entered the workforce and, in a few years, may become the dominant consumer segment. It is important to create bespoke content that is tailored to their tastes and preferences. She noted that it is the first generation to be born into the age of social media and has a form for ever-shortening attention spans. So, narratives that lend themselves to short-format content like videos and reels will pass muster. The content needs to be visually appealing so that it doesn’t get passed over for another high-decibel video.“They are not avid platform loyalists, so do not hesitate to experiment with formats like videos, articles, and podcasts while crafting the narrative. There is no easy answer, but it pays to remember that authenticity is the byword for this generation, and sticking true to the values that we espouse is paramount at the end of the day,” Batra advised.