In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our weekly column, PR Conversation, Adgully speaks with industry leaders to gain exclusive insights into trends shaping the PR and communications world.In conversation with Adgully, Komal Rukhana, Co-founder of Mint & Milk PR, speaks about the inspiration behind the agency’s unique name, their approach to helping brands stand out in a crowded market, and how they build compelling brand stories. She also shares strategies for repositioning established brands and talks about the impressive growth of Mint & Milk PR from a team of 4 to over 40, fostering creativity and innovation along the way. As a female-led agency, Rukhana reflects on the work culture that drives their success and much more.Why did you choose the name "Mint & Milk" for your agency? How does it resonate with the values and mission of your company?We chose "Mint & Milk" to represent fresh ideas ("Mint") and transparency ("Milk"), which are at the heart of our agency’s vision. Our focus is on delivering innovative marketing strategies with integrity, tailored to purposeful businesses and conscious consumers. Our mission is to help entrepreneurs and tastemakers create lasting impact through intentional and unique storytelling.In a market crowded with start-ups, how do you consistently help brands carve out a unique identity? Could you share your approach to building effective brand stories in today’s competitive landscape?Our approach to building unique brand identities starts with staying ahead of trends through deep research and consumer insights. We constantly track what resonates most with audiences and adapt accordingly. By fueling our creativity and encouraging clients to embrace bold, out-of-the-box ideas, we help brands stand out and capture attention in a crowded market. It’s all about understanding the pulse of consumers and crafting stories that make a lasting impact.Over the past seven years, you’ve led over 100 successful campaigns. Could you walk us through a few standout campaigns, such as MyMuse or SOEZI, and share what made them unique in terms of strategy and execution?Of course, the uniqueness of the brands speaks for itself, but we focused on simple yet impactful strategies, especially since both MyMuse and SOEZI came to us as start-ups with limited resources.For MyMuse, the challenge was breaking the stigma around sexual wellness. We took a lifestyle-focused light-hearted approach, framing the conversation as essential to overall health and happiness. By collaborating with lifestyle publications, influencers, and experts, we transformed the narrative from taboo to open and inclusive. The results were remarkable—we saw influencers reaching out to work with the brand, journalists eager to interview the founders, and publications recognizing their journey through awards and panel invitations.With SOEZI, we aimed to stand out in the crowded space of celebrity brand launches. Leveraging Sonakshi Sinha’s strong social media presence, we created a buzz by hinting at her engagement with a cleverly placed ring in a post. This fun, playful approach not only sparked massive speculation but also drove early media coverage and interviews, making the brand launch truly unforgettable.Rebranding KALKI Fashion as an affordable luxury brand was a major achievement. How do you approach repositioning established brands to ensure the narrative resonates with both current and new audiences?KALKI’s management has always had a very strong, goal based approach, which is the most important aspect. They ensured internal alignment, making sure that everyone—from the brand’s core team to external collaborators—understood and embraced this new direction. We then broke down the larger goal into smaller, achievable targets, each designed to build credibility and trust for this new positioning. By collaborating with the right influencers and tastemakers, we created strategies that felt both aspirational and relatable. Every piece of communication was carefully crafted to speak the same language—luxury that feels accessible—ensuring the narrative resonated with KALKI’s loyal audience while attracting a fresh, discerning crowd. The key was making the transition feel natural yet exciting, and that's where the strategy really came to life.Your portfolio spans from streetwear to intimate wellness and luxury decor. How do you adapt your strategies for such diverse industries, ensuring the campaigns hit the right notes for each audience?When working with such diverse industries—whether it's streetwear, intimate wellness, or luxury decor—the fundamentals of PR stay the same, but it's all about adapting to the right audience. For us, it's exciting to tap into new industries, especially with collaboration being so big right now. The strategy shifts depending on the brand’s goals and target group, and once we’ve nailed that, things flow more smoothly. It might sound simple, but getting it right involves months of research, fine-tuning, and close coordination with the brand to ensure everything hits the right note.You’ve helped international brands like French Connection Watches and D1 Milano gain visibility in India. What are some of the unique challenges of introducing international brands to the Indian market, and how do you overcome them?Working with international brands in the Indian market comes with its own set of challenges. Lead times for approvals can be lengthy, which sometimes slows down momentum. Plus, working within strict international guidelines limits the room for creativity and experimentation. However, we overcome this by finding innovative ways to localize the brand’s messaging while staying true to their global identity, ensuring campaigns resonate with Indian audiences while maintaining the brand’s integrity. It’s about balancing structure with creativity.Under your leadership, Mint & Milk PR has grown from a team of 4 to over 40. What do you believe has been the key to this growth, and how do you nurture creativity and innovation within your team?Mint & Milk’s growth from 4 to over 40 has really come down to two things: adaptability and resilience. We've learned to work with new generations, playing to their strengths and staying on top of market trends. Resilience is just as important—things don’t always go as planned, but having a solution-focused approach keeps us moving forward. To keep creativity alive, we make sure the team feels free to share fresh ideas, and we're always open to new ways of doing things. It’s about staying flexible and keeping things fun and innovative!As a predominantly female-led organization, what kind of work culture have you cultivated at Mint & Milk PR, and how has this contributed to the agency's reputation for reliability and excellence?At Mint & Milk PR, we’ve cultivated a culture driven by collaboration and creativity, thanks to our incredible team of smart, motivated women. From day one, I’ve been fortunate to work with strong female leaders, and now I’m proud to lead a team that brings unique insights and practical solutions to our clients. Our shared drive for success, both personally and as a company, has helped us earn a reputation for being reliable and delivering great results. It’s about supporting each other while doing the best work for our clients.The COVID-19 pandemic was a turning point for many businesses, including yours. Could you share how you adapted and maintained momentum using digital events and Instagram Lives during this period?The pandemic taught us the power of adaptability. When the world slowed down, we embraced virtual experiences and online collaborations to stay connected and relevant. This shift wasn’t just a necessity but an opportunity to rethink how we engage with clients and audiences. By embracing new methods of interaction, we found creative ways to maintain momentum and evolve with the changing landscape. It was a lesson in flexibility that not only helped us thrive but also reshaped how we approach business, keeping us ahead of the curve.Looking ahead, you’re planning to expand into industries like technology, art, and travel. What excites you most about these sectors, and how do you plan to approach them from a PR perspective?I’m really excited about expanding into tech, art, and travel! Tech is fascinating because it’s evolving so quickly here in India, and the innovations really challenge us to think outside the box. Then there’s art—it’s such a beautiful, authentic space that allows for limitless expression. I love how it feels unbound and free.And travel? That’s a personal passion of mine! I’ve always enjoyed exploring new places and dreaming up creative ways to showcase them. Each of these sectors brings fresh storytelling opportunities, and I can’t wait to dive into them from a PR perspective!When developing a brand’s position in a crowded market, how do you ensure the messaging not only differentiates the brand but also fosters long-term audience loyalty?Creating a strong brand position in a crowded market really comes down to two key things: time and consistency. We always tell our clients that PR is a long-term game—it’s not something that happens overnight. By delivering consistent messaging over time, we build real connections with niche audiences, which helps foster loyalty. It’s like planting seeds and nurturing them; when done right, you end up with a thriving relationship that really resonates. That’s how brands stand out and stick with people!
