Digisha Shah, PR and brand consultant, and founder of DSPR, shares her experiences and insights on the remarkable journey of DSPR. From its inception in 2011 to its current status as a dynamic force in the PR industry, Digisha discusses the evolution of her vision, the challenges faced, and the innovative strategies that have driven DSPR's success over the past 13 years.Can you share the initial vision you had for DSPR when you started in 2011, and how that vision has evolved over the past 13 years?  When I founded DSPR in 2011, my vision was centered on making a mark in the hospitality and fashion industries, serving as a voice for brands through effective PR strategies. Over the past 13 years, this vision has expanded significantly. We've moved beyond these initial segments, exploring a broader array of media avenues, from traditional to digital platforms. Our growth has also seen the integration of various segments, such as weddings, F&B, travel, photography, and luxury. The evolution of our vision includes our foray into the wedding industry, an area we had not originally planned to explore, but one where we have built substantial expertise.What were some of the biggest challenges you faced in transforming DSPR from a one-woman venture to a team of 30 professionals, and how did you overcome them? The transformation came with its challenges, like finding and retaining the right talent, building a cohesive culture, breaking industry stereotypes, and earning client trust. We stayed true to our core values and culture, even if it meant letting go of promising talent that didn't align with our ethos. This steadfast commitment helped us attract the right kind of professionals who contributed to our growth. Emphasizing teamwork and skill development ensured high-quality output, which in turn attracted more clients and solidified our reputation for excellence.Initially, we also received a lot of discouraging comments and judgment from people for being a young, women-led team, but we ensured we gave our 100 percent to people who trusted us. In what ways has DSPR integrated traditional PR practices with digital media strategies to stay ahead in the ever-evolving landscape of PR and marketing?  We offer comprehensive services, including social media management, content creation, and collaborations. Our approach is holistic, ensuring consistent communication across all platforms—print, digital, and audiovisual. We try to capture consumer attention from every angle, making a lasting impression on their minds.How did DSPR adapt to the challenges presented by the COVID-19 pandemic, particularly in expanding into the wedding industry and adopting innovative methods like online events?During the COVID-19 pandemic, we maintained a positive outlook, which was crucial for team morale. Daily online catch-ups and fun activities kept the team engaged. We explored viable segments like the wedding industry and innovative concepts such as online events. We also brainstormed the 'workation' concept along with SaffronStays, allowing people to work from private villas, turning a challenging situation into an opportunity. This adaptability not only sustained us through the pandemic but also opened new avenues for growth.Can you discuss some of DSPR's most notable projects, such as the Taco Eating Competition with New York Burrito Company or managing Kylie Cosmetics’ launch at Mumbai Duty-Free? What made these projects stand out?The launch of Kylie Cosmetics at Mumbai Duty-Free was a groundbreaking project, marking the entry of an international beauty brand into India on an exclusive platform. We created an experiential center at the airport, allowing influencers and journalists to connect with the brand directly and get a firsthand experience of the products, resulting in extensive and impactful coverage across various media. The taco-eating competition with the New York Burrito Company was another standout project. We focused on influencer activation and made them participate in the competition before the real audience came in, thereby leveraging their vast networks to generate buzz. The event saw over 1000 participants, tripling our initial projections and establishing the competition as a valuable intellectual property for the brand.Rebranding Mumbai Duty-Free as Ospree Duty-Free was also significant. We managed a high-profile trade event in Delhi, garnering extensive coverage and leveraging LinkedIn to reach relevant audiences, ensuring the rebranding was noticed and remembered.We have worked on legacy brands like Pritam Restaurant, which has been in the F&B business for 80 years now, also Butterfly High, stemming from their iconic mother brand, Shiv Sagar. We make sure to convey their legacy stories to the public in an effective manner. How does DSPR approach building deep client relationships and crafting tailored strategies that align with each brand's unique identity and goals? Can you provide examples of how this approach has benefited your clients?  Building deep client relationships is at the heart of DSPR's approach. We see ourselves as partners, not just service providers. Transparency, setting clear expectations, and performing beyond commitments are key to our strategy. For instance, with SaffronStays, we've been partners for over five years, supporting them from their early days, and developing the 'workation' concept with them has been fulfilling for both of us. For Mumbai Duty-Free (now Ospree), we guided them through COVID-19 challenges and their subsequent rebranding. When Coppetto joined us, they were an upcoming home-grown brand with big dreams. Through our support and strategic guidance, they have grown significantly and are now one of the top gelato brands in the country. By understanding each client's vision and mission, we align our services to support their goals, resulting in long-term, successful partnerships.What future trends do you foresee in the PR and marketing industry, and how is DSPR preparing to continue its success and innovation in this dynamic field?Content generation, especially in video and podcast forms, is the future. We are already building a dedicated content team and training our current team in content marketing. Storytelling will remain crucial, with an emphasis on transparency and authenticity. We encourage brands to be honest about their stories to stand out genuinely in a cluttered market. By staying ahead of these trends and being innovative, DSPR plans to perform efficiently in this dynamic field.