Apostrophe Ventures, the global communications and advisory platform founded by Ameer Ismail, today announced Divya Narayan, Leila Bilimoria Surti and Saji Abraham as Managing Partners, marking a significant step in the firm’s plans to build a senior-led, mutli-disciplinary platform for a rapidly evolving communications landscape. The leadersip team will drive Apostrophe Ventures' integrated offering across corporate and communications, public relations, reputation and crisis management, brand and marketing strategy, creative and content solutions, digital and social influence. The appointments bring together more than seven decades of leadership and cross functional experience Together, the three Managing Partners will work closely with Ameer Ismail to shape Apostrophe Ventures' growth, deepen senior client partnerships and build capabilities across its service offerings. Apostrophe Ventures today also announced its Chief Technology and AI Advisor, Hardev Dhindsa. Hardev is a technology entrepreneur who has built successful global businesses. He will work closely with the leadership team to create unique AI enabled platforms and solutions that which will sit at the core of the offering and he will also advise on emerging technology solutions as it evoles.Commenting on the leadership team, Ameer Ismail, Founder & CEO, Apostrophe Ventures, said: "Apostrophe Ventures was created to help organizations navigate an increasingly complex communications landscape. Divya, Leila and Saji are some of the best leaders in the business and they share my vision and values and have the depth of experience to help deliver this promise. They bring their cross functional experience, entrepreneurial energy and a deep understanding of brands, businesses and reputation to help build Apostrophe Ventures growth and recognition. Hardev is a passionate technology leader who has committed himself to use AI and Technology tools to transform our capabilities. I am delighted to welcome them on board and look forward to a great journey together."Divya Narayan is a senior communications leader with over two decades of experience spanning corporate communications, reputation, brand storytelling and agency leadership. Most recently, she was a part of the senior communications team at Amazon India, where she led integrated communications, executive positioning and reputation management across key consumer businesses, helping shape the company's brand narrative and strategic visibility. Earlier, she held leadership roles at Lintas Live (formerly known as GolinOpinion), Edelman and Ruder Finn, where she helped build and grow PR and integrated communications practices across verticals. Leila Bilimoria Surti brings over two decades of experience across corporate communications, public relations and brand marketing. Most recently, she ran her own marketing and communications firm. Prior to this, she spent over twelve years at Lintas Live (formerly known as GolinOpinion), advising leading brands across corporate and financial communications, lifestyle, hospitality, travel, FMCG and food & beverage. Leila also spent two years leading the External Communications for Barclays Global Retail and Commercial Bank in India, driving corporate communications and stakeholder engagement. She started her communications career at Edelman in New York, building expertise in global communications and integrated brand strategy.Saji Abraham is a seasoned advertising and brand strategist and a respected marketing leader with over three decades of experience helping organisations build enduring brands and accelerate business growth. Most recently, he served as Chief Marketing Officer at Classic Legends, leading the revival and growth of iconic motorcycle brands including Jawa, Yezdi and BSA. Earlier, during a distinguished career at Lowe Lintas, he advised some of India's leading and global brands across FMCG, automotive, banking and other sectors, driving brand transformation, business strategy and integrated marketing. For the past five years, Saji has also been running Fighting Fit Brands, his independent strategy consulting firm specialising in brand and communication consulting. He is also the recipient of several prestigious global and Indian effectiveness and creative awards, including Effies, WARC, AME and Cannes.The announcement marks an important milestone in Ameer Ismail's vision of building a senior-led, integrated communications platform for a convergent world. With its leadership architecture now in place, the firm will focus on building differentiated capabilities, expanding its client portfolio and partnering with organisations on the issues that matter most to their growth, reputation and long-term relevance.

Apostrophe Ventures, the integrated communications consultancy, has been appointed as the corporate and brand communications partner for Tilaknagar Industries Ltd. (TI), one of India's leading alcoholic beverage companies. This prestigious mandate was won following a multi-agency pitch process. As part of the mandate, Apostrophe Ventures will lead Tilaknagar Industries' integrated corporate communications and PR programme, with a focus on strengthening the company's corporate reputation, executive visibility, financial communications, thought leadership and strategic media engagement. The partnership will also encompass corporate social media strategy to build a cohesive narrative across mediums. The appointment comes at a defining phase in Tilaknagar Industries' growth journey as the company continues to strengthen its premium portfolio, expand its national footprint, deepen its market leadership and shape the next chapter of premium Indian spirits. This new dynamic and confident play for the future will be supported by innovative and impactful campaigns. The Apostrophe Ventures team will also manage their flagship brands including Mansion House and Imperial Blue to ensure their category leadership is solidified across the country. Ameya Deshpande, Chief Strategy Officer, Tilaknagar Industries, said: “As Tilaknagar Industries continues its growth trajectory, corporate communications is going to play an increasingly important role. We have always believed in consistency and have built a solid reputation but we felt the need for an agency partner who would elevate this function. The Apostrophe Ventures team demonstrated deep experience, a strong understanding of the industry, our business and our ambitions and I am delighted to work with such an experienced and committed team and leadership." Ahmed Rahimtoola, Chief Marketing Officer, Tilaknagar Industries, adds, “Our brands are the pillars of our success. The importance of communicating a modern and compelling brand story for an iconic brand like Mansion House and the power of a newer addition to our portfolio Imperial Blue is a strategic imperative. In a cluttered environment with highly fragmented media, Apostrophe Ventures innovative thinking stood out as did their ability to execute meticulously. I am proud to partner them.” Commenting on the partnership, Ameer Ismail, Founder, Apostrophe Ventures, said: "Tilaknagar Industries has one of the most compelling growth stories in the Indian alcobev sector today. It is a dynamic company with strong brands, an ambitious leadership team, an audacious vision and has great values at its core. We are delighted to partner with them at this pivotal stage and craft and communicate a new positioning narrative that reflects this ambition and opens up new possibilities through our work." The mandate will be led by Apostrophe Ventures' senior leadership team, bringing together expertise across corporate reputation, media relations, executive positioning, digital communications and integrated storytelling.Founded by Ameer Ismail after nearly 3 decades of building some of India's most admired brands and businesses, Apostrophe Ventures partners with organisations to create integrated reputation strategies spanning corporate communications, public relations, digital influence, executive positioning and strategic counsel. The Tilaknagar Industries mandate further strengthens Apostrophe Ventures' growing portfolio of clients across corporate, consumer and emerging business sectors.

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.In an exclusive interaction with Adgully, Ameer Ismail, President, Lintas Live, Mullen Lowe Lintas, delves into the critical transformations that PR companies must undergo in the era of AI, he also emphasises on data-driven strategies for measuring campaign success, as well as how Lintas Live harnesses this approach to craft impactful PR campaigns for clients globally, highlighting the network?ÇÖs capabilities in navigating diverse regions.How do you think PR companies should reinvent themselves in the age of AI?In my long tenure in the PR industry, I have never seen a greater need for re-strategizing and reimagining our business. Every industry goes through a tipping point, technology has defined this as ours. The rapidly evolving landscape of the digital ecosystem and fast evolving newer technologies like AI are fuelling the need for reinvention. A lot of what was traditionally done by PR agencies will change, powered by the transformative capabilities of AI. In response to this paradigm shift, PR companies must undergo a metamorphosis, they will need to embrace change and technology, reimagine talent for the future to stay relevant.PR agencies must embrace AI as integral part of processes and operations. These tools offer the ability to mine data, predict trends, and help formulate communication strategies/ content that deeply resonate with right audiences. You can already see AI being used for content creation, presentations, short digital films, press releases and much more. Clients are asking for AI-based thinking and creative solutions. While we have seen the PR industry evolve, we?ÇÖve only just begun to scratch the surface of what is possible with AI. All leaders in this business have been busy decoding AI and its impact on business, talent, and processes. Thankfully, adoption and usage of AI in PR has led to some clarity on its impact, and this will continue for a while. What is clear is that many will leverage AI?ÇÖs predictive capabilities to carve out insights that can be critical to campaign effectiveness. Data/ technology led campaigns will get their own right of space and increased recognition.There?ÇÖs a growing emphasis on data-driven PR strategies. How is Lintas Live utilizing data and analytics to measure the success of PR campaigns and demonstrate ROI to clients? For some time now there has been a shift to a more data driven approach, there is a move from intuition to (data driven) insight. The vast amount of data available has been guiding decisions on the choice of media, influencers and platforms and makes the approach for PR more targeted and message delivery far more effective. We see this kind of technological developments and data driven approaches as a game-changer. At Lintas Live, we have been using tools to map conversation data and have started to use AI?ÇÖs predictive capabilities to map out conversation trends. Our innovative community-based model comprises three distinct communities:TrendspottersCreative ArchitectsNewjackersEach community plays a pivotal role in ensuring our clients secure an unparalleled share of attention by seamlessly integrating into current, topical, and relevant conversations, all while benefiting from data and technology usage. Most of our planners use this to define potential conversation topics for the months to come so that we know exactly what brand message to place in those conversations. The journey of data and analytics usage commences subsequent to the client brief, where we employ tools like Meltwater to monitor news and conversation data. This journey then extends to presenting results and ROI to clients through integrated dashboards.With the rise of social media and the decline of traditional media outlets, how is the Public Relations industry adapting its strategies to reach target audiences and measure the success of campaigns?Social media has democratised the landscape of information sharing. Everyone has a voice and can publish their views on platforms. As one navigates a huge volume of information you can just scroll on your device to access the same, but it?ÇÖs the power of compelling and creative content is what makes you stop and take notice. Also, you will share with others only what you care about, this kind of dynamic fuels talkability and relevance for brands. Traditional media is still an important part of the mix, but it has become a very interconnected ecosystem of information flow with news breaking online (sometimes on social media) and then being picked up by traditional media outlets. So many millennials get their news feeds on platforms like Instagram that social media as a part of the mix just cannot be ignored. PR agencies and professionals are adapting to this landscape of social media and are orchestrating a symphony of innovative approaches to reach and captivate target audiences.The other dynamic is the increasing power of social media influencers, brands have recognised that there could be significant positive impact by using the right influencers and PR agencies are fuelling this by helping focus on the right influencers, then forging partnerships with them to deliver authentic messages that resonate with their followers. ROI and measurement are increasingly becoming the litmus test of success, and at Lintas Live, our approach prioritizes key metrics such as Engagement Rate, Reach and Impressions, Click-Through Rate (CTR), and sentiment analysis of comments and mentions.Additionally, we focus on analysing audience demographics and conversion rates to gain comprehensive insights into campaign performance. By closely monitoring these indicators, we ensure effective campaign evaluation and continuous improvement, enabling us to refine strategies for even greater success.In today?ÇÖs world of information overload, how can PR professionals ensure their clients' messages cut through the noise and resonate with the public?PR professionals must stop the carpet-bombing approach. Everyone needs to understand that smartly articulated content can deliver a message powerfully and cut through the clutter. In navigating today?ÇÖs sea of information overload, PR professionals face a formidable challenge: that is to ensure their clients?ÇÖ messages don?ÇÖt get drowned out, but rise above to captivate and resonate with their intended audience. To achieve this, a multifaceted approach is essential.In a world where attention spans are shrinking faster than ever, PR professionals must deliver messages that are succinct, impactful, and deeply relevant. But it is not just about reaching the right people; it is also about engaging them in meaningful ways. This is where creativity and content innovation come into play. PR professionals must think outside the box, pushing the boundaries of traditional storytelling and embracing new formats and techniques to capture attention and spark engagement.The Yezdi campaign, #NotfortheSaintHearted, was a significant achievement for Lintas Live, marking the first PR led integrated brand win since its launch. Every team member was thrilled with this success. Unlike a typical brand re-launch, Yezdi held a special place in the hearts of its loyal followers, with numerous distinctive stories among motorcycling enthusiasts. Rekindling such strong emotions and reconnecting with consumers presented an exciting challenge for the agency. Through creative storytelling, the Lintas Live team effectively conveyed the emotions of Yezdi enthusiasts, encapsulating the brand?ÇÖs essence with the memorable campaign hashtag #NotfortheSaintHearted.Looking ahead, what are some of the emerging trends you see shaping the future of PR? How is Lintas Live preparing to stay ahead of the curve in this dynamic field?Consolidation: As digital technologies continue to transform the PR ecosystem, the traditional lines between disciplines are blurring. There will be more demand for integrated marketing communication as clients will want to declutter the number of agency partners in the mix. Lintas Live is well placed to deal with this dynamic, as a part of a well-diversified group (MullenLowe Lintas Group) we have the full suite of services and teams to take a client through an entire brand journey. This is a huge competitive advantage.Technology: The advent of newer technologies such as Artificial Intelligence (AI) and machine learning will continue to disrupt the status quo. These technologies are compelling agencies and professionals to rethink their strategies and operations to stay future-ready. I predict a huge leap in the adoption of AI and machine learning that will enhance agencies?ÇÖ capabilities to deliver quality content swiftly and all this will be fuelled by increasing client demand.Creative: In the realm of creative, the source of innovative ideas can come from any agency or individual. There is a growing emphasis on investing in PR-led creativity and an industry push for better recognition of creative PR campaigns. There will be a continuing trend towards greater investments in creative talent for PR agencies, signalling a shift towards prioritizing creativity as an integral and critical component in PR.At Lintas Live, we had recognized the importance of integrated and digital first creative led PR. That is the essence of our rebranded offering. I am delighted to see the power of this come alive and get recognition over the past few years. At Lintas Live, we've achieved remarkable success with clients like Bayer Consumer Health, winning 15 awards for our work on Saridon and Supradyn alone. Our impactful campaigns for Infosys during Pride Week and ongoing support for ESG initiatives have earned us widespread appreciation. Additionally, our enduring relationships with brands like Visit Victoria, Etihad, and Porsche demonstrate our commitment to long-term partnerships. With our global work for Lagos Free Zone gaining traction, our team continues to deliver standout creative content that drives results and garners attention.The MullenLowe Lintas Group has a strong global presence. Could you share some insights on how Lintas Live leverages this network to deliver impactful PR campaigns for clients across different regions?Being part of the MullenLowe Lintas Group in India and the MullenLowe global network has many advantages. Our vast network has helped us win large multi-market businesses such as Lagos Free Zone, a part of the Tolaram group. In some cases, we help the global network win brands, we recently helped MullenLowe PR US win the prestigious Etihad account for the US market, a brand we have represented for over 8 years in India.When required, our teams collaborate to access to a vast resource pool and knowledge and can connect with specialized teams across various markets across the world, enabling us to execute projects with global learnings and adopt best in class practices. There are also newer ways to approach ideation or brand challenges, our teams can learn from global colleagues and adopt the latest best practices. For example, there was an excellent use of behavioural science in new business pitch, we are in the process of getting this knowledge shared.Effective PR goes beyond press mentions. How can PR agencies utilize data and analytics to track key metrics like brand sentiment, website traffic, and social media engagement to demonstrate the return on investment (ROI)?In today?ÇÖs dynamic landscape, leveraging data and analytics is paramount for demonstrating tangible ROI to clients. Utilizing advanced tools like Konnect Insights, Sprinklr, and Meltwater can empower PR agencies to delve deep into brand sentiment, website traffic patterns, and social media engagement metrics. By harnessing these insights, we gain invaluable understanding of public perception, enabling us to fine-tune our strategies in alignment with audience sentiment.Moreover, our approach goes beyond mere observation; we meticulously evaluate ROI by juxtaposing the costs of PR campaigns with quantifiable outcomes. Whether it is a surge in website traffic, an uplift in brand sentiment, or heightened social media engagement, we attribute these successes directly to our strategic endeavours.

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?ÇÖs diversity offers a huge potential for regional content. Couple this with the increase in literacy rate ?Çô which stands at 77.7% in 2023, an increase of 5% as compared to the 2011 census ?Çô 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.?Ç£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 ?Çô either by building expertise in-house or collaborating with regional language specialists,?Ç¥ 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, ?Ç£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.?Ç¥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, ?Ç£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.?Ç¥Ismail further said, ?Ç£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 ?Çô from The Leela, Porsche to Paree ?Çô we have integrated regional PR into the overall media canvas seamlessly.?Ç¥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. ?Ç£Through regional PR, SOCIAL effectively communicates its brand message, values, and offerings that build brand awareness,?Ç¥ he added.Pooja Chaudhri, Executive Director, Concept PR, too, believes that regional PR is growing at a fair clip. ?Ç£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,?Ç¥ 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.?Ç£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,?Ç¥ Pinto added.?Ç£Regional PR has always been a great way to take the message down to the grassroots,?Ç¥ said Tarunjeet Rattan, Managing Partner, Nucleus PR. At the same time, she observed, ?Ç£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.?Ç¥