Mumbai-based communications agency, Pitchfork Partners Strategic Consulting LLP, has been appointed as the strategic communication counsel for Ashley Madison, the world’s leading married dating site. As a platform, Ashley Madison is renowned for offering its users a discreet space to explore personal relationships with a like-minded community. As part of the mandate, Pitchfork Partners will drive the holistic communication narrative and manage the PR, social, and digital mandate for Ashley Madison in India.     With its global presence in 45 countries, the platform empowers people to navigate relationships with discretion and utmost respect for privacy. As it expands its footprint in India, the collaboration with Pitchfork Partners will enable Ashley Madison to create an engaging communication and digital strategy built to resonate with the cultural sensitivities of the country. The approach will focus on positioning Ashley Madison as a service that provides members with access to like-minded individuals who are looking to explore their desires and connect discreetly.    Sharing his thoughts about the partnership, Paul Keable (Chief Strategy Officer, Ashley Madison), shared, “We look forward to expanding our operations in India and growing our global membership base, which now exceeds 85 million since the site’s inception in 2002. In this endeavor, we rely on the expertise of Pitchfork Partners to help us effectively communicate with both existing and prospective users and to establish our platform as a safe and secure space for discreet connections.”Speaking about the appointment, Jaideep Shergill, co-founder of Pitchfork Partners Strategic Consulting, said, “We are excited to collaborate with Ashley Madison. Our approach to building thoughtful communication and digital strategies for the brand is in line with their commitment to providing a non-judgmental and like-minded space for personal exploration. Together, we look forward to creating a positive narrative that respects the cultural fabric of India while supporting Ashley Madison's growth in the market.”

Ek.indUS, a joint venture established to bring a leading US-based immigration investment company to the Indian market, has engaged Pitchfork Partners as its strategic communications counsel. Through this, Pitchfork Partners will drive the holistic communication narrative and manage the entire gamut of PR, social, and digital mandates for EK.indUS.Ek.indUS is strategically associated with a Beverly Hills, California-based Family Office (IMMCO Investments) and industry leader with 13+ years of experience in the immigration investment space.  Among the top financiers in the EB-5 industry (US permanent residency through investment), they have helped hundreds of investors secure green cards for their families.  Ek.indUS was created as a trusted gateway for Indian investors to obtain U.S. permanent residency through a seasoned EB-5 operator that boasts a perfect track record of green card approvals for its applicants and investment projects. IMMCO has successfully invested over $600 million into real estate development projects under the EB-5 visa program requirements, one of only a few EB-5 managers with such an accomplished track record.The U.S. team works directly with vetted, prominent real estate developers to structure projects utilizing EB-5 capital in their financing. Their commitment to investor security and their proven success rate make Ek.indUS a trusted partner in achieving immigration goals. Ek.indUS is an end-to-end solutions provider for Indian families that guides them through the EB-5 process. It also verifies investor eligibility, coordinates with tax and legal counsel, assists in project selection, and helps investors navigate the entire process, culminating in permanent residency and the return of investment capital.Speaking about the partnership, Parth Vakil, Founding Partner, EK.indUS, said, "We are excited to embark on our communications journey with Pitchfork Partners, leveraging their expertise across public relations, social, and digital platforms to effectively convey our message. Our commitment is to bring a highly reliable, best-in-class EB-5 solution to the Indian market and help Indian families secure U.S. permanent residency (green cards) through harnessing the potential of the EB-5 Immigrant Investor Program.”Sharing his views on the appointment, Jaideep Shergill, Co-founder, Pitchfork Partners, said, “Ek.indUS and its partners provide comprehensive services to Indian families seeking U.S. residency through investment. Their trusted team offers expert guidance throughout the EB-5 process, helping clients navigate complex regulations with confidence. We are excited to have been entrusted with the strategic corporate communications, social, and digital mandate for Ek.indUS. With our extensive experience and expertise, we are committed to communicating the brand's strengths and ensuring that its objectives are met with clarity and impact.”The EB-5 strategies adopted by Ek.indUS (through its association with IMMCO Investments) are government authorized via USA EB-5 regional centers that have been approved by the United States Citizenship and Immigration Services (USCIS) to serve the entire continental United States.       

Senvion India, one of the fastest-growing companies in the Indian renewable wind energy sector, has announced its strategic partnership with Pitchfork Partners, a leading PR agency renowned for its communication expertise. This partnership aims to elevate Senvion India's brand visibility, effectively communicate its commitment to renewable energy, and solidify its position as a leader in the Indian wind energy market.Senvion India has partnered with Pitchfork Partners to amplify its brand's impact and accelerate its mission towards a sustainable world. Together, they will embark on a strategic journey to enhance the company's visibility, effectively communicate its vision, and share inspiring stories of progress. Through targeted media relations, thought leadership initiatives, engaging interviews, and impactful events, Pitchfork Partners will bolster Senvion's external reach. This collaboration is poised to elevate Senvion's position as a pioneer in the renewable energy sector, inspiring and engaging audiences worldwide.Amit Kansal, CEO & MD, Senvion India, speaking about the partnership, stated, “Our mission at Senvion is to empower the future of wind energy and we are excited to kickstart our journey with Pitchfork Partners. Through this partnership, we look forward to broadening our reach and shaping the future of the renewable energy sector. Pitchfork’s proven track record and industry understanding approach align perfectly with our requirements as we aim to engage more effectively with our stakeholders."Sharing his views on the appointment, Jaideep Shergill, Co-founder, Pitchfork Partners, said, “We are thrilled to be the strategic communications partner of Senvion India. Leveraging our deep-rooted expertise in renewable energy communications, we are confident in our ability to elevate Senvion India’s brand impact and visibility and drive meaningful external conversations within the industry. As the country aims to reduce its dependence on fossil fuels, we believe that through strategic messaging and targeted outreach, we can amplify their impact and propel them to new heights of success in this dynamic and ever-evolving sector.” With a legacy of engineering excellence spanning over 25 years, Senvion India is one of the fastest growing companies in the Indian wind industry. Senvion's passion for innovation fuels its drive to create a sustainable future, making it a driving force in the industry.

Amidst the spread of misinformation in today’s digital age, The 23 Watts, a new-age communication consulting firm, has released a report exploring the relationship between Delhi Youth, notably Generation Z (Gen Z), and ‘fake news’. The report, titled ‘Truth Be Told’, examines how the digitally native Gen Z perceive, consume, and navigate the complexities of misinformation. With over 1,200 respondents aged below 25 years across Delhi-NCR, ‘Truth Be Told’ covers three broad areas: the influence of misinformation, the experience of encountering fake news, and the youth’s opinions on who is responsible for the fake news epidemic.The methodology applied in the report was verified by Vijay Ganesan, former Director of Analytics & Data Strategy, Europe at Kantar. According to a recent Global State of the Media survey, approximately 58% of journalists cited ensuring content accuracy as their number one priority, ranking above exclusivity.In response to the increasing spread of misinformation, platforms like X (formerly Twitter) have implemented new policies to restrict the amplification of disinformation, especially during crises such as armed conflicts and civil unrest. This policy, created in response to Ukraine’s invasion by Russia, aims to hide potentially damaging assertions behind warning messages and limit their visibility in the Home timeline, Search, or Explore sections.Also read:The many tools in PR professionals’ arsenal to fight misinformation crisesPR professionals play a crucial role in addressing misinformation. Tarunjeet Rattan, Managing Partner, Nucleus PR, emphasized the importance of understanding data, its impact on the brand, and the timing and manner in which a brand should address a misinformation crisis. Rattan noted, “The PR team needs to spend their time understanding how to use this opportunity of being in the news to demonstrate the brand’s values and strengthen its reputation.”Deepak Jolly, Founder & Director of Consocia Advisory, highlighted the societal menace posed by fake news, which can destroy reputations and disrupt governance and industry. Jolly stated, “Fake news must be nipped in the bud as it has become a menace to society, governance, and industry, destroying the reputations of individuals at large. The culture of forwarding WhatsApp messages without verifying them must stop. There have been instances of fake news about individuals, companies, political developments, and different sectors. Personally, I always question the sender and ask them to delete the message after checking Google for real news. However, it is disheartening that many opponents in business and political rivalry resort to such fake news. For instance, there was recently a fake news story showing a Boeing 747 taking off from an aircraft carrier, which was widely circulated by friends and shared as an Instagram reel. When challenged, some of my learned friends admitted that they should have applied some common sense instead of simply saying ‘Wow’.”Jolly provided several tips to avoid falling prey to fake news:Increase your newspaper reading habits and regularly check major news channels for updates.Surround yourself with friends who have good reading habits and avoid habitual gossip mongers.Verify exaggerated news on social media using authentic websites and Wikipedia, and always check the source of the information.In an earlier interaction with Adgully, Jaideep Shergill, Co-Founder of Pitchfork Partners, had noted, “Where there is content, there is a possibility of misinformation and disinformation existing.” Shergill added that this concern is particularly critical in India, which ranked highest in a survey among experts during the recent World Economic Forum. In this complex landscape, the public relations industry can be a key player in combating or at least minimizing the spread of misinformation, with technology-driven tools serving as powerful allies in this journey.As misinformation continues to proliferate, PR professionals must develop innovative methods for verifying information and ensuring its accuracy before dissemination.Deepak Jolly emphasized the importance of trust and proactive communication: “Journalists and other stakeholders depend on many sources, including PR professionals, for authentic information. In the case of an accident, calamity, or business discontinuity, I often find articles stating that the spokesperson could not be reached or refused to comment, which lends credibility to the news item. A good PR professional should provide background information so that journalists do not misreport the incident. Often, bad news is avoided, and the response given is incorrect, leading to mistrust. Journalists may then seek information from other sources within the company. Building overall trust with journalists is crucial. You can only win their trust by being proactive, providing information in a believable manner with reliable sources, and ensuring that the journalist is not questioned about the authenticity of their sources during editorial meetings. In my four decades of handling external communication, my relationship with the media has remained exceptionally high. Many journalists still comment that their stories were authentic and that I never compromised on the information and its authenticity.”

Pitchfork Partners Strategic Consulting LLP, a Mumbai-based communications agency, has secured the communication mandate for ThinkLaw, a new-age law firm recognized for its meticulous research and strategy-driven legal counsel, helping clients navigate the complex legal landscape with ease.ThinkLaw covers a vast ambit of legal matters including being specialists in corporate, commercial, and dispute resolution. Within the corporate and commercial practice, ThinkLaw’s focus areas include mergers and acquisitions, private equity and venture capital, debt, equity and structured finance, startups, and corporate advisory. ThinkLaw represents clients before various fora and regulators and is preferred for its holistic approach in advising on dispute resolution matters. Their objective is to provide holistic solutions to complex commercial and legal issues faced by businesses today. With a slew of seasoned and experienced lawyers to advise on the entire spectrum of legal issues, ThinkLaw takes a holistic approach towards formulating customized solutions for its clients.The collaboration with Pitchfork Partners will focus on executing a comprehensive communication strategy for ThinkLaw, deployed through relevant channels to showcase celebrated legal firm’s expertise and thought leadership within the industry. Tushar Ajinkya, Founder and Managing Partner, ThinkLaw, said: “As we expand our reach and further solidify our position in the legal industry, Pitchfork's insights and innovative approach will be invaluable in crafting a communication strategy that helps us engage better with all our key relationship sets. Their deep understanding of the communications landscape and their ability to translate complex concepts into compelling narratives will be instrumental in showcasing ThinkLaw's unique value proposition. Together, we aim to position ThinkLaw as the go-to firm for businesses seeking holistic, research-driven legal solutions that address the 'big picture' challenges.”Jaideep Shergill, Co-Founder of Pitchfork Partners Strategic Consulting, added: “We’re quite thrilled to be partnering with ThinkLaw. Their dedication to client empowerment resonates with our approach to communications. This collaboration offers a great opportunity to combine our expertise and develop an impactful communication strategy that will propel ThinkLaw's success and effectively position the firm as thought leaders in the legal fraternity.”

Pitchfork Partners Strategic Consulting LLP, a Mumbai-based firm with a pan-India presence, has secured the strategic communication mandate for Younion Brand Experiences, a pioneering experiential marketing company.The mandate was awarded to Pitchfork Partners for its extensive expertise in managing strategic communication for both Indian and global businesses. The consultancy's goal is to assist Younion Brand Experiences in expanding beyond the B2B segment into the B2C segment, while also establishing it as a leading company in data, design, and event brand experiences.Pitchfork Partners will develop and execute Younion Brand Experiences' comprehensive communication strategy. This includes planning and formulating key messages, implementing effective campaign strategies, enhancing brand awareness, and engaging with relevant stakeholders to inform them about the company's offerings.Younion Brand Experiences, formally known as Younion Focused Marketing Services Pvt. Ltd, is a trailblazing brand experiences company established in 2010. Since its inception, the company has transformed how brands engage with their audiences. Younion believes that marketing is not just about transactions but about creating meaningful relationships and crafting experiences that resonate on a personal level. Their unique approach combines Events, Data, and Design to create immersive, memorable experiences and drive results-oriented marketing campaigns that leave lasting impressions."Pitchfork Partners brings a wealth of knowledge and a proven track record in strategic communication. This partnership is a significant step in our journey to enhance our brand presence and connect with both B2B and B2C audiences. We look forward to leveraging their insights to create memorable brand experiences and drive result-oriented marketing campaigns," said Shajesh Menon, Founder & CEO, Younion Brand Experiences.Jaideep Shergill, Co-Founder, Pitchfork Partners Strategic Consulting, said: "Younion Brand Experiences' commitment to creating transformative brand interactions is inspiring. At Pitchfork Partners, we are excited to support their journey towards broader market reach and greater brand recognition. Together, we aim to elevate Younion's brand presence, expanding their reach from B2B to B2C, and positioning it as a pioneer in experiential marketing. This collaboration is an exciting opportunity to leverage our combined strengths and create impactful, memorable experiences for their audience.”

Cloud TV, India’s first and only provider of white-labelled, turnkey Smart TV and OTT operations systems, has appointed Pitchfork Partners , – a Mumbai-based firm with operations across India – as its new communication partner. With this appointment, Pitchfork Partners will spearhead marketing communications and social media mandates for Cloud TV to build and elevate awareness about the company.Pitchfork Partners, a consultancy reputed for its strategic brilliance, entails a proven track record of successful collaborations with diverse clients. They will draw upon their experience to craft powerful messaging, execute impactful social media campaigns, and manage strategic media relations to further augment Cloud TV’s reputation. Speaking on the appointment, Abhijeet Rajpurohit, Co-founder & COO, Cloud TV, said, “As a company that is paving the way to make smart TVs affordable and digital content accessible on large screens to the Indian audience, we are excited to welcome Pitchfork Partners as our communications partner. Their experience and capabilities will be crucial to helping us achieve our communication objectives as we navigate the business landscape in India. We look forward to working with them to sharpen the brand narrative and create a distinct identity for the organisation.”Cloud TV is India's first TV Operating System (OS), developed by Mumbai-based software company CloudWalker Streaming Technologies. As India’s first and only provider, Cloud TV OS brings features typically available in high-end TV brands to the affordable TV segment in India. With over 200 Apps and Live TV channels, Cloud TV has close to 60 lakh users throughout India. Sharing his views on the appointment, Jaideep Shergill, Co-Founder, Pitchfork Partners, said, “Cloud TV is a pioneer for Smart TV OS in the Indian market. Being a homegrown brand, they’ve accomplished significant milestones over the years. We are proud to work with this Make in India brand, and I am confident that our expertise in managing strategic communication for businesses in the technology and entertainment sectors will play a role in helping them achieve their communication goals.” The collaboration with Pitchfork Partners is set to amplify Cloud TV’s impact, empowering them to reach a larger audience.

B&K (Batlivala & Karani), one of the oldest financial services groups in India, has appointed Pitchfork Partners as its integrated communications partner. After a competitive selection process, Pitchfork emerged as the agency of choice to develop and execute a comprehensive communications strategy for B&K. Under this mandate, Pitchfork will work towards enhancing the group’s external reach through strategic media relations, thought leadership and social media outreach. Jaideep Shergill, Co-founder, Pitchfork Partners, said: “As our economy grows, the need for firms which understand money and can offer suitable research backed counsel to institutions and individuals alike is also witnessing a mounting demand. B&K has been at the forefront of this for over 140 years and we at Pitchfork are thrilled to be their strategic communications partner. We are confident that our extensive experience in financial services communications will help the firm in driving impactful conversations across mediums.”Saahil Murarka, Group Managing Director, B&K, commented: "We are excited to kickstart our communications journey with Pitchfork Partners. Their proven track record and industry understanding approach align perfectly with our requirements as we aim to engage more effectively with our stakeholders."Established in the 1880s, B&K enjoys an undisputed legacy and has built a wide range of offerings with a special focus on Equity Capital Markets and Wealth Services. The group’s current AUA exceed INR 50,000 crores.

1Crowd, an early-stage sector-agnostic VC fund investing and actively supporting early-stage ventures, has announced its partnership with Pitchfork Partners, a leading PR agency renowned for its strategic communication expertise. 1Crowd joins forces with Pitchfork Partners to enhance its brand visibility, effectively communicate the company’s vision, and highlight the success stories within its diverse portfolio of start-ups. Leveraging Pitchfork Partners' proficiency in crafting compelling narratives and communication strategies, 1Crowd further solidifies its mission to amplify its impact and outreach. Sharing his views on the appointment, Jaideep Shergill, Co-founder, Pitchfork Partners, said, “India’s startup ecosystem is among the most revered globally, having shifted drastically in the last decade, creating more unicorns than ever. To keep the momentum going, venture capital funds like 1Crowd are instrumental in propelling the growth of promising startups in India through funding support and mentorship. We believe that our wealth of experience in financial services communications will enable us to foster meaningful discussions across various platforms.” Anup Kuruvilla, Co-founder, 1Crowd, said, "We are delighted to announce our partnership with Pitchfork Partners as our communications counsel. Together, we aim to strengthen our outreach, championing founders and their ventures, as they seek to build their dreams, while creating opportunities in a growing asset class for our community of limited partners. We are committed to nurturing and empowering these ventures, and this partnership marks a significant step forward in our mission to fuel the growth and success of startups across the nation." Anil Gudibande, Co-Founder, 1Crowd, speaking about the onboarding, shared, “We are excited to kickstart our journey with Pitchfork Partners. Through this partnership, we aim to broaden our reach in the ecosystem as we continue to create value by providing risk capital in the early stages of a startup’s evolution, working closely with our limited partners and founders in building lasting organizations. With Pitchfork Partners by our side, we are deepening our impact and amplifying the stories of ingenuity, grit, resilience, and success that define the entrepreneurial spirit.” 

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, 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.

As regional public relations (PR) continues to expand its influence, it brings a distinct set of strategies to the table, tailored to the nuances and preferences of local audiences. These strategies often leverage deep understanding of regional cultures, languages, and media landscapes, allowing for more targeted and impactful communication. By tapping into grassroots networks, local influencers, and community events, regional PR fosters authentic connections and builds trust within specific geographic areas, offering a personalised approach that resonates with diverse audiences.With over 100 languages, India’s diversity offers a huge potential for regional content. Couple this with the increase in literacy rate – which stands at 77.7% in 2023, an increase of 5% as compared to the 2011 census – and it is not surprising that regional media has been on a steady growth trajectory. In fact, the top two newspapers in the country in terms of circulation are Dainik Bhaskar and Malayala Manorama, both non-English publications.“People across the country prefer consuming news in their native language and to effectively communicate with such a diverse audience, we need to be proficient in regional languages – either by building expertise in-house or collaborating with regional language specialists,” pointed out Jaideep Shergill, Co-Founder, Pitchfork Partners.To leverage the reach of regional media, the approach by the PR industry needs to change. Shergill noted, “We tend to develop initial drafts and content in English, with subsequent translation into various regional languages. Things do get lost in translation, bringing inevitable gaps. Addressing this challenge requires a nuanced comprehension of the target audience and effective collaboration with vendors and associates who specialise in regional languages. For instance, a media interaction can have someone from the PR organisation who speaks the local language, thus reducing the possibility of ambiguity or miscommunication.”Other impactful measures can include building a strong regional presence, incorporation of the relevant Indian languages in PR communication, and strategies driven by the preferences and cultural values of specific regions to build meaningful and long-term connections with local audiences.Ameer Ismail, President, Lintas Live, MullenLowe Lintas Group, too, believes in the immense potential of regional PR in the ever evolving landscape of India. He observed, “Dramatically increased smartphone penetration is changing the way people in small towns and rural India consume information. The strength of regional language media and social media has brought about a huge cultural shift in consumer behaviour, especially amongst the youth of our country. Brands have realised the importance of capturing the attention of regional and rural audiences.”Ismail further said, “Our strategy for regional PR seamlessly integrates a profound understanding of local cultures, languages, media landscapes, social media trends and usage of data with the flexibility to adapt to evolving dynamics. We prioritise fostering an appreciation for local nuances, enabling us to craft authentic and impactful storytelling that deeply resonates with diverse audiences. Across our brand portfolio – from The Leela, Porsche to Paree – we have integrated regional PR into the overall media canvas seamlessly.”Elaborating on their work with SOCIAL, Ismail said that it is where teams implement tailored strategies to connect with varied regional audiences across India through hyperlocal community engagement initiatives like engaging with local artists through workshops, collaborating with local businesses and communities through initiatives like pop-up stalls, displays, etc., to garner more visibility. “Through regional PR, SOCIAL effectively communicates its brand message, values, and offerings that build brand awareness,” he added.Pooja Chaudhri, Executive Director, Concept PR, too, believes that regional PR is growing at a fair clip. “As communication experts, we advise our clients to use the best possible tools to get their message across to their customers. With increasing growth in non-metros, regional languages play a crucial role. We must ensure that PR communication strategies are customised according to the regional customers and should not be an adaptation of a broader national one. I think, we live in a time when communication must be designed bespoke. With the rapid response that any communication evokes these days, the obsolescence of messaging is a genuine hurdle that needs to be crossed regularly,” she said.Valerie Pinto, CEO, Weber Shandwick India, noted that the emergence of regional PR marks a dynamic shift in how brands engage with audiences, presenting distinctive strategies in contrast to traditional national approaches. At the core of regional PR lies a deep understanding of culture, local dialects, traditions, and cultural sensitivities, ensuring that messages resonate authentically. It is about adapting messaging, imagery, and campaigns to harmonise with local preferences and humour, ultimately enhancing brand relevance on a personal level.“But beyond just tailoring content, regional PR places a strong emphasis on community engagement. By comprehending local event landscapes and grassroots initiatives, brands can authentically participate and contribute, fostering goodwill within the community. In the realm of regional PR, it is not just about reaching an audience; it is about becoming an integral part of the community tapestry, creating connections that go beyond marketing strategies,” Pinto added.“Regional PR has always been a great way to take the message down to the grassroots,” said Tarunjeet Rattan, Managing Partner, Nucleus PR. At the same time, she observed, “However, there has been an interesting trend evolving, where the evolution of regional media and audiences has turned the tables on Metro PR. Now, when you look at integrating Regional PR into your overall plans you have to leverage it more strategically with good story pegs, rather than using it to boost your coverage docket. This signifies an overall move towards strategic integration rather than playing in the numbers game.”

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.