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 age where perception drives performance, Upasna Dash, Founder & CEO of Jajabor Brand Consultancy, is redefining how brands tell their stories. Started in 2017, with no capital and no formal PR training, Dash has built Jajabor into one of India?ÇÖs fastest-growing brand consultancies for startups and VCs?Çöpartnering with high-impact names across sectors from civic tech to D2C.Jajabor?ÇÖs approach goes beyond traditional PR, integrating strategic communication, content, and storytelling to deliver measurable business outcomes?Çöfrom market expansion to talent acquisition. Dash believes communication isn?ÇÖt a support function?Çöit?ÇÖs a growth strategy.She?ÇÖs also mentoring talent from Tier 2 and Tier 3 cities and championing a new generation of communicators. As AI reshapes storytelling, she remains firm that clarity, creativity, and context are the real differentiators.Bottom of FormYou launched Jajabor Brand Consultancy from a couch with zero capital and a one-person team. Looking back, what was the boldest decision you made in those early days that set the tone for JBC?ÇÖs growth?The boldest decision was simply deciding to start without a safety net, without prior business experience, and without knowing where it would lead. I had no legacy to build on, no capital to fall back on, and every data point said it was the wrong move. But I had conviction. That decision to trust my instinct over the odds set the tone for everything that followed. It taught me that clarity matters more than certainty. We built Jajabor Brand Consultancy with that mindset. We didn?ÇÖt take opportunities for granted. We worked harder, stayed nimble, and made room for bold thinking. Starting with nothing meant we had nothing to lose, which gave us the freedom to build a company that reflected what we truly believed in. That choice to begin, even when it felt irrational continues to define how we operate today.From working with Google and Coca-Cola without formal PR training to building one of the fastest-growing consultancies, what did the hustle teach you that textbooks never could?Everything I?ÇÖve learned about communication has come from doing the work, not reading about it. What textbooks don?ÇÖt teach you is that in this industry, outcomes matter. You can have the best intentions, but if you can?ÇÖt deliver impact, it doesn?ÇÖt count. I also learned to find joy in the work itself. I genuinely enjoy building brands, solving problems and helping businesses grow. That sense of purpose has kept me going through the hard days. And perhaps most importantly, I learned that nothing meaningful can be built alone. Building Jajabor Brand Consultancy has been about surrounding myself with people who challenge me, trust me and believe in the larger vision. That?ÇÖs something no course can teach you, you learn it by building from the ground up.You call JBC a growth hacker in the comms world. How exactly does communication drive measurable business outcomes like finding, hiring or market expansion?For us, communication is not a support function, it?ÇÖs core to business strategy. Whether it?ÇÖs entering a new market, attracting the right talent or building leadership visibility, everything we do starts with a clear business goal. From there, we build backwards. We don?ÇÖt measure success by how many stories we place or how much buzz we generate. We look at real-world results. Did it move the needle? Did it help the brand grow? That?ÇÖs the only metric that matters. Our approach is flexible in execution, but non-negotiable when it comes to impact. Communication done right should show up on the business dashboard. That?ÇÖs how we?ÇÖve always worked. It?ÇÖs why our clients don?ÇÖt just see us as PR partners, they see us as growth partners.In a world drowning in content, how do you help brands craft narratives that not only stand out but stay relevant over time?It starts with knowing what the brand truly stands for. We spend a lot of time helping brands define their core because if you don?ÇÖt know what your story is, no platform can fix that. Once the foundation is clear, it?ÇÖs about adapting the expression of that story to match where your audience is and how they?ÇÖre consuming content. Relevance isn?ÇÖt about chasing every trend. It?ÇÖs about being consistent in your values and responsive to the world around you. At Jajabor Brand Consultancy, we also look ahead. When things are going well, that?ÇÖs when we ask, what?ÇÖs coming next? What needs to evolve before the market changes again? That forward-thinking mindset allows us to keep brands not just visible, but culturally and commercially relevant over time.Your team has worked across 50+ industries ?Çô from civic tech to D2C. What?ÇÖs the secret sauce to customising comms strategies without falling into the template trap?We never walk into a brief with a formula. What we have instead is a strong strategic framework that we customise for every client. We start by understanding the business, how it makes money, what the customer journey looks like, where the trust gaps are. That depth allows us to craft communication that?ÇÖs relevant and precise. And because we work across such a wide range of sectors, we?ÇÖre constantly borrowing inspiration from one space to solve problems in another. A civic-tech platform can learn from a wellness brand. A fintech company might take cues from consumer goods. That cross-pollination keeps our thinking fresh. Most importantly, we never assume we know the answer on day one. We ask, we listen and then we build.Startups often want fast results while PR builds long-term credibility. How do you manage this tension between urgency and patience with founders?Both are valid, and both are needed. Founders often operate with tight timelines and high expectations. Our role is to bring structure and clarity to that urgency. We start by identifying which outcomes can be delivered quickly and which ones need to be built over time. For instance, we might launch a focused visibility campaign to address a short-term goal, while also working in parallel on a long-term narrative that builds credibility with investors or future hires. We don?ÇÖt try to slow things down, we just make sure the energy is going in the right direction. The best results come when we balance momentum with meaning. And when founders see communication driving real business outcomes, the relationship moves from transactional to strategic.With media shrinking and social bash-lag rising, how should modern brands prepare for real-time reputation management and crisis comms?Reputation today is shaped in real time, often on platforms brands don?ÇÖt control. That makes preparation even more important. What we tell our clients is simple, build trust before you need it. Engage with your audience consistently, not just when there?ÇÖs a campaign or announcement. When a crisis does happen, respond quickly but thoughtfully. Be honest, own what went wrong and clearly communicate what you?ÇÖre doing to fix it. People are more forgiving than we think, especially if they feel respected. At Jajabor Brand Consultancy, we rely on real-time data to shape our response. We?ÇÖre not guessing. We?ÇÖre listening closely to how people are reacting and adjusting the message accordingly. The best defence in a crisis is a brand that has already earned goodwill. That?ÇÖs what allows you to weather the noise.How is JBC reimagining PR?ÇÖs place within the larger marketing mix, especially when budgets favour performance over perception?PR and performance marketing are not competing disciplines, they solve entirely different problems. One drives conversion, the other builds conviction. We approach PR as a long-term business asset. It shapes how people perceive the brand, what they trust, and whether they choose to stay loyal when the ads stop running. You can buy attention through performance, but you have to earn belief through communication. That?ÇÖs where PR comes in. It creates narrative depth, cultural relevance and stakeholder confidence ?Çô outcomes that don?ÇÖt show up in click-through rates, but matter deeply to business growth. We align every campaign to measurable outcomes, but we also know that not all value is immediate. In today?ÇÖs ecosystem, brands need both: the precision of performance and the power of perception. PR isn?ÇÖt a nice-to-have. It?ÇÖs what makes everything else stick.You are mentoring talent from Tier 2 and Tier 3 cities and reshaping how young people see communications. What?ÇÖs your vision for the next generation of PR professionals in India? How do you see Gen AI reshaping the future of storytelling and PR?I?ÇÖm very optimistic about this generation. They come in with confidence, curiosity and the belief that their voice matters. That changes the energy of the room, and I find it incredibly inspiring. At Jajabor Brand Consultancy, we actively create space for young professionals from across the country to lead, question and contribute. We want to build a culture where experience and fresh thinking can coexist. As for AI, it will change how we work, but it won?ÇÖt change why we do what we do. The future of storytelling will rely on people who know how to think, not just how to prompt. AI can accelerate the process, but it cannot replace judgment, creativity or context. The real opportunity lies in using technology to scale our thinking, not outsource it. That?ÇÖs the mindset we?ÇÖre trying to cultivate. 

Each year on July 16, World PR Day offers a moment of global reflection?Çöa chance to celebrate how public relations has evolved from a tactical publicity tool to a strategic cornerstone of trust, influence, and culture. But in 2025, the relevance of PR has never been more urgent?Çöor more contested.Across boardrooms and newsrooms, algorithms and activist movements, the world is battling a trust deficit. From climate misinformation to corporate greenwashing, from AI-generated deepfakes to political polarization?Çöaudiences are skeptical, institutions are under scrutiny, and reputation is no longer a given. In this volatile climate, PR is no longer about ?Ç£good press?Ç¥?Çöit?ÇÖs about building truthful, transparent, and timeless relationships.As PR thought leader Justin Green, Global President of the International Public Relations Association (IPRA), aptly noted last year: ?Ç£Public relations is the ethical heartbeat of communication. It has the power to shape truth, counter disinformation, and elevate public dialogue.?Ç¥From Diana Fernandes?ÇÖ view of PR as the ?Ç£conscience-keeper?Ç¥ of organizations, to Upasna Dash?ÇÖs call to move from ?Ç£vanity to value?Ç¥, this year?ÇÖs reflections underscore how PR has outgrown the shadow of marketing to become a moral, strategic, and social force.On the occasion of World PR Day 2025, Adgully spoke to eight forward-thinking industry founders who are shaping the future of communications in India. Their voices echo a shared belief: that in a world where anyone can broadcast, credibility is the only currency that matters.As technology amplifies noise and the public grows weary of spin, these leaders are doubling down on meaning, trust, and truth. Whether navigating AI integration, cultural shifts, or crisis narratives, their work proves one thing:PR isn?ÇÖt about managing stories. It?ÇÖs about stewarding trust. ?Ç£We are no longer decorators of narratives. We are custodians of credibility?Ç¥ ?Çô Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations<img src='https://erp.adgully.me/artical_image\64b889ceefb978a8198c093300b0694e.jpeg' class='content_image'>For Diana Fernandes, World PR Day is more than a calendar milestone?Çöit?ÇÖs a conscious pause to reflect on whether PR professionals are genuinely making a difference or simply dressing up perception.?Ç£World PR Day is not just a day of celebration?Çöit?ÇÖs a day of reckoning. Are we doing the hard, often uncomfortable work of building trust, or are we still caught in cosmetic storytelling? In a world where people question everything?Çömedia, institutions, corporations?Çöour job is no longer to ?Çÿspin?ÇÖ stories, but to unearth what?ÇÖs real and meaningful. I believe PR is now the conscience-keeper of organizations. We belong at the table not just when things go wrong, but when purpose is being defined, when societal impact is being measured.?Ç¥On the role of AI, Diana sees it not as a disruptor but a clarity-enabler: ?Ç£We embrace AI as a filter?Çöit handles the noise, so we can focus on the nuance. At Bloomingdale, AI supports efficiency: real-time monitoring, data parsing, first drafts. But it is empathy and human insight that carry the message across the line. Machines can draft, but only humans can understand pain, hope, irony, and aspiration. Especially in crisis or cultural moments, communication needs a soul. And AI doesn?ÇÖt have one.?Ç¥ ?Ç£PR is no longer about visibility. It?ÇÖs about credibility in a world of collapsing trust?Ç¥ ?Çô Aman Dhall, Founder, CommsCredible<img src='https://erp.adgully.me/artical_image\2bd5e9a5145e7bcf6c91f22b3f4c9638.jpeg' class='content_image'>Aman Dhall offers a sharp reminder that communications today must serve deeper goals than headlines or impressions. ?Ç£World PR Day is a timely moment to reflect on the responsibilities we hold. Strategic communications must help institutions articulate not just what they sell?Çöbut what they stand for. We?ÇÖve worked with clients in sectors like housing finance and public policy, where the challenge isn?ÇÖt media coverage?Çöit?ÇÖs navigating mistrust, exclusion, and fear. That?ÇÖs where PR must act as a societal interpreter, not just a brand megaphone.?Ç¥He?ÇÖs clear about AI?ÇÖs role: ?Ç£We treat AI as a collaborator. It scales the ?Çÿwhat,?ÇÖ but the ?Çÿwhy?ÇÖ still belongs to us. In one campaign for a heritage fragrance brand, we used AI to identify scent-language trends globally. But the breakthrough came from a perfumer who told us, ?ÇÿScent is memory.?ÇÖ That insight couldn?ÇÖt have come from data. It came from empathy. That?ÇÖs the gap only humans can fill.?Ç¥For Aman, the future of PR lies in ?Ç£narrative design?Ç¥?Çöarchitecting trust across moments, mediums, and stakeholders. ?Ç£In a world of scrutiny, clever communication won?ÇÖt cut it. Clarity will?Ç¥ ?Çô Akshaara Lalwani, Founder, Communicate India<img src='https://erp.adgully.me/artical_image\8ddb3a75ce3d99a9651933966863ffed.jpeg' class='content_image'>Having shaped communications for over 15 years, Akshaara Lalwani sees World PR Day as a chance to return to the basics: integrity, empathy, and meaningful engagement. ?Ç£The world around us has changed?Çöinstitutions are under scrutiny, misinformation spreads faster than facts, and the audience is alert, vocal, and unforgiving. In this climate, our job isn?ÇÖt to sugarcoat?Çöit?ÇÖs to simplify, anchor, and humanize. PR has become the space where brand action is held accountable to public expectation.?Ç¥She adds: ?Ç£We?ÇÖre no longer the ?Çÿexecution team?ÇÖ waiting for a brief. We?ÇÖre strategic partners guiding leadership and culture. When a brand faces a crisis?Çöor an opportunity?Çöwe?ÇÖre the voice asking: Is this aligned with who we say we are??Ç¥On redefining PR within the marketing mix: ?Ç£Today?ÇÖs audiences don?ÇÖt separate a press article from an Instagram post or a podcast interview. What matters is consistency and coherence. Our job is to help brands show up?Çönot just loudly, but authentically. Whether it?ÇÖs building movements or diffusing tensions, we help brands stay grounded in their values.?Ç¥?Ç£Trust is the lifeblood of society. And PR is its circulatory system?Ç¥ ?Çô Rishi Seth, Founder & CEO, Evoc<img src='https://erp.adgully.me/artical_image\a01a7cb4c2bb7a6a49f503676dcc26e3.jpeg' class='content_image'>For Rishi Seth, World PR Day is a celebration?Çöbut also a stark reminder of the gravity of their role. ?Ç£We live in a time where foundational trust is eroding?Çöin media, government, even science. Yet societies cannot function without trust. That makes our job as PR professionals far more complex?Çöand far more essential. We must now identify where trust lives, how it shifts, and how to help clients earn it, not just claim it.?Ç¥Seth is pragmatic about AI: ?Ç£It?ÇÖs already helping with efficiencies?Çöcontent creation, monitoring, sentiment analysis. But persuasion, influence, and coalition-building are deeply human acts. AI might catch up to average performance soon, but elite storytelling, emotional foresight, and intuitive judgment remain human territories. That?ÇÖs where the real future of PR lies.?Ç¥ ?Ç£PR is no longer behind the scenes. It?ÇÖs at the helm of shaping culture and commerce?Ç¥ ?Çô Sonalika Pawar, Founder, Bold and Beyond<img src='https://erp.adgully.me/artical_image\2079cdb484ed659afb4f14d8e089d012.jpeg' class='content_image'>For Sonalika Pawar, PR today is inseparable from social consciousness and brand authenticity.?Ç£World PR Day is a chance to celebrate a function that has quietly powered some of the most meaningful shifts in how people view brands, institutions, and themselves. From equity and sustainability to creator culture and digital communities, PR is no longer support?Çöit?ÇÖs strategy.?Ç¥She?ÇÖs passionate about correcting a long-standing myth:?Ç£People still think PR is media coverage. But the real work happens before the headline?Çöin crafting ideas, shaping values, and building lasting relationships. The best campaigns don?ÇÖt chase clippings. They build conversations that evolve and endure.?Ç¥ ?Ç£Trust isn?ÇÖt given. It?ÇÖs earned?Çöover time, across channels, and under scrutiny?Ç¥ ?Çô Komal Lath, Founder, Tute Consult<img src='https://erp.adgully.me/artical_image\4f0a9f81f65ef1065efbda09f36c8c6f.jpeg' class='content_image'>Komal Lath underscores the expanding scope of public relations in 2025, especially in an age of AI-generated news and fragmented platforms.?Ç£PR has moved beyond managing reputations to actively building them. In today?ÇÖs digital ecosystem, everything is real-time. People expect brands to engage meaningfully, respond quickly, and stay accountable. That?ÇÖs no longer a media function?Çöit?ÇÖs a cultural responsibility.?Ç¥On myths about PR, Lath says: ?Ç£The idea that PR is just about press releases is outdated. PR today spans owned, earned, paid, and experiential spaces. It?ÇÖs about being seen, but more importantly?Çöbeing trusted. And that takes strategy, consistency, and care.?Ç¥ ?Ç£We?ÇÖre moving from vanity to value. From optics to outcomes?Ç¥ ?Çô Upasna Dash, Founder & CEO, Jajabor Brand Consultancy<img src='https://erp.adgully.me/artical_image\00255928db7c7a4e030697a5c8dad8b4.jpeg' class='content_image'>Upasna Dash believes World PR Day 2025 represents a new era?Çöone where communications is no longer a bolt-on function, but a foundational pillar of modern business. ?Ç£PR is shaping not just brand perception but policy discussions, investor sentiment, and public accountability. That?ÇÖs why communications teams now sit at decision-making tables. We?ÇÖre helping organizations navigate complexity with clarity, credibility, and compassion.?Ç¥And yet, she notes, the old myths persist: ?Ç£People still reduce PR to ?Çÿgetting your name out there.?ÇÖ But true PR is about consistent, values-driven storytelling. It?ÇÖs about how a company shows up when it matters most?Çöduring a crisis, a launch, or a moral choice. The power of that work is compounding, not cosmetic.?Ç¥ ?Ç£PR isn?ÇÖt a shortcut to attention?Çöit?ÇÖs a long-term investment in meaning?Ç¥ ?Çô Ritika Garg, Founder & CEO, Avance PR<img src='https://erp.adgully.me/artical_image\6535617b61d73c94d78ef3b6e8e855e5.jpeg' class='content_image'>After five years leading Avance PR, Ritika Garg sees this World PR Day as a milestone in the maturing of India?ÇÖs communications industry.?Ç£We need to move beyond superficial metrics. Sure, logos in pitch decks look great?Çöbut the real value of PR is in building narrative equity. It?ÇÖs about giving voice to ideas, to underrepresented communities, to authentic brand purpose. And that takes intention, not just execution.?Ç¥On the most persistent myth, she says: ?Ç£That PR is all about being seen. The truth is, what?ÇÖs seen doesn?ÇÖt always stick?Çöwhat connects, does. Our job is to build credibility, not hype. That means digging deeper, listening harder, and staying relentlessly human.?Ç¥ From Storytelling to StewardshipThe voices of these eight leaders point to a profound truth: PR is no longer about shaping the story alone?Çöit?ÇÖs about shaping systems of trust.As World PR Day 2025 reminds us, public relations has emerged as one of the most future-facing disciplines in business, combining the rigor of data, the power of empathy, and the responsibility of conscience.In a world increasingly driven by technology but yearning for authenticity, PR is not only relevant?Çöit?ÇÖs irreplaceable. 

Jajabor Brand Consultancy & Wellbeing Nutrition will come together to build pathways for consumer facing brands to not just interact but engage with consumers with scalable, measurable & impact driven waysWellbeing Nutrition, in a short span of time has established itself as an innovative leading wellness brand that has become a global leader for melts?«, have the world?ÇÖs first clinically proven collagen from Korea, they have also developed the world?ÇÖs first vegan collagen and 2 in 1 capsules with oil and beadlets for enhanced bioavailability.Their partnership with JBC is in life with this core philosophy of solving for consumer needs through scalable, innovative products & campaigns Jajabor Brand Consultancy & Wellbeing Nutrition will deploy a series of integrated comms mandates designed to push the needle on typical consumer engagement at the intersection of PR, organic comms, branded properties, digital & more New Delhi, 31st July 2024: The country?ÇÖs fastest-growing, integrated Communications & PR strategic collective, Jajabor Brand Consultancy, today announced a strategic communications partnership with Wellbeing Nutrition, a leading wellness brand dedicated to revolutionise clean nutrition and the formats of delivery to create a more lifestyle-focused brand than a brand that just dispenses medicine. The brand?ÇÖs focus is to disrupt the industry by delivering innovative solutions with a special focus on beauty, sports and performance categories. Through this collaboration, JBC will serve as Wellbeing Nutrition's strategic communications partner working closely with the brand to build, scale & deploy consumer focused dialogues across PR, organic comms , brand properties and more.Avnish Chabbria, Co-founder at Wellbeing Nutrition, said, ?Ç£Consumers today are ditching the 'quick fix' mentality in favour of a holistic approach to wellness. At Wellbeing Nutrition, we are committed to working hand-in-hand with consumer insights to deliver innovative formats like our dissolvable melts?« (oral thin strips) and groundbreaking products like the world's first vegan and vegetarian collagen with Vecollal?«. Our focus on sustainability and conscious choices, including our PETA-approved vegan collagen, reflects our commitment to both human and planetary health. Partnering with Jajabor Brand Consultancy will help us expand our reach and solidify our position as a leader in the wellness industry.?Ç¥Saurabh Kapoor, Co-Founder at Wellbeing Nutrition, said, ?Ç£The Indian nutraceutical market is a billion-dollar opportunity in India. As consumers increasingly prioritize preventive health measures and seek natural alternatives to conventional medicine, Wellbeing Nutrition steps in to provide health solutions that are effective, safe, and delicious. We are happy to partner with Jajabor Brand Consultancy to strengthen our brand narrative and communication. We look forward to integrating a strategic approach in making Wellbeing Nutrition the go to brand for consumers' nutrition and wellbeing needs.?Ç¥ Upasna Dash, Founder & CEO of Jajabor Brand Consultancy said, ?Ç£In 2024, the consumer behaviour has dramatically changed, therefore it?ÇÖs equally important for brands also to change the way they communicate with their consumers. At JBC we love partnering with brands that have a vision to go beyond traditional PR and deploy cutting edge organic comms built on data, consumer psyche, global trends & most importantly authenticity. Wellbeing has always been that brand and we are very excited to build out their consumer dialogue journey with them. The beauty and personal care segment in the D2C ecosystem in India stands at a staggering USD 2.2 billion, showcasing the consumer shift and increased focus towards their health and wellness, making Wellbeing Nutrition a key stakeholder in enabling good health for India and joining hands as their strategic communications partner.?Ç¥

Jajabor Brand Consultancy and Evolved Group have partnered to launch a joint venture- AD VITAM. Evolved Group which has worked with some of the leading brands across the globe including Google, YouTube, Unilever, and Under Armour will make its foray into the Indian market with tailor-made offerings with this collaboration. This announcement comes at a time when the India-to-global story is in full swing. This venture aims to further supercharge the India-to-global story by empowering Indian brands with the right tools to dominate the global arena. AD VITAM (which means ?Çÿbringing to life?ÇÖ in Latin) will combine the best of global best practices led by Evolved along with Jajabor?ÇÖs deep-rooted hyper-local strategic insights to deliver a market-first communications collective to India?ÇÖs 571 Bn+ digital media market. The new entity will be based out of India & Melbourne with creative teams spread across Singapore, Malaysia, and Indonesia. This collaboration signifies more than just a partnership; it's a strategic response to the evolving communication needs of Indian brands. AD VITAM will not only draw on global best practices but will also weave in hyper-local insights, ensuring that brands resonate authentically with the diverse and discerning Indian audience.It is India?ÇÖs first transmedia storytelling alliance that will help brands ideate, conceptualize, design, and execute cohesive stories that work across multiple media platforms. The entity will operate at the intersection of integrated communication, motion graphics, presentation design, and video production. Steve Wylie, Founder of Evolved Group, added, "Indian companies are making a mark in the global arena. We believe that in the coming years, they will be dominating. Our partnership with Jajabor Brand Consultancy is a strategic move to not just meet but exceed the expectations of Indian brands that are growing at a rapid scale. AD VITAM will be a fusion of creativity and strategy, offering a unique blend of global sophistication and local authenticity.?Ç¥"India is a tapestry of stories waiting to be told, and with AD VITAM, we aim to be the storytellers who understand the nuances of this market. The confluence of global best practices with hyper-local insights is the key to unlocking the full potential of brands in India," said Upasna Dash, Founder & Chief Executive Officer at Jajabor Brand Consultancy.AD VITAM is poised to usher in a new era of brand communication in India, where visual storytelling is not just a necessity but an art form. By combining the strengths of Jajabor Brand Consultancy and Evolved Group, AD VITAM promises to be the catalyst that transforms brands into compelling narratives that resonate across the diverse tapestry of the Indian market.Since its inception in 2017, Jajabor Brand Consultancy (JBC) has operated at the intersection of new-age PR, integrated communication, and digital & new media to deliver business impact for brands by using the power of storytelling.