Amit Arora has announced the launch of his new venture, Brand Value Dynamic Communications (BrandVD Communications), an integrated brand communications agency built on the principle that authenticity fosters trust, and trust builds brand value.The agency is designed to partner with brands and leaders to create credibility, influence, and relevance across a comprehensive communications ecosystem. Its offerings span strategic brand communications and PR programs, marketing and advertising campaigns, leadership communications, influencer and creator marketing, social media solutions, content creation, digital storytelling, films, corporate videos, as well as book writing, publishing, and promotional support.With decades of experience at the CXO level across marketing, public relations, digital, and corporate communications, Amit Arora brings deep expertise to the venture. BrandVD aims to help brands communicate with clarity, credibility, and measurable impact.Arora expressed gratitude to mentors, colleagues, and early clients who partnered with the agency from its inception, highlighting the importance of collaboration and trust in building lasting brand value.BrandVD Communications enters the market as a purpose-driven agency, seeking to help organizations and leaders craft authentic narratives and meaningful connections with their audiences.

On the occasion of World PR Day, Adgully, in association with CommsAdda, hosted the latest edition of #GullyChat on Tuesday, July 16, 2024. The topic for this episode was ?ÇÿHow the PR industry is adapting to the changing media landscape, the rise of social media, and the importance of data-driven strategies.?ÇÖThe esteemed participants included:Bhaskar Majumdar, Head - Marketing Communication, CSR & Digital, Egis - India and South AsiaMou Chakravorty, Marketing Communications Director, DeloitteAmit Arora, Head Corporate Communications, Housing.comSana Zabeen, PR and Comms Lead, TV9 NetworkSandhya Malik, Chief Corporate Communications Officer, Sesa Goa, Vedanta LtdThe shift from traditional media to digital platforms has impacted the PR industry, and PR professionals are adopting various strategies to stay ahead.Bhaskar Majumdar noted, ?Ç£The industry has gone through a radical shift with the availability of data, the wider reach of the internet, and the growth of smartphones. There is a sea change in planning and media mix for campaigns. While planning campaigns and devising communication strategies, brands are going for a kind of media mix which has both digital and traditional approaches intertwined into each other ?Çô or as they call it, ?ÇÿIntegrated Comms?ÇÖ.?Ç¥ Quoting Charles Darwin, he said, ?Ç£It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.?Ç¥Mou Chakravorty observed that shifts in mediums have brought in a much more cohesive integrated #comms approach in #PR, where the story is the main hero. ?Ç£This means a faster, agile way of creating short-form content catering to modern tech-savvy consumers, and digital engagement builds reputation,?Ç¥ she said, adding, ?Ç£Faster narrative building, on-the-go brainstorming, and the amalgamation of mediums bringing new concepts alive. PR has truly stood out to be the central voice of a #marketing campaign in changing times.?Ç¥Amit Arora pointed out, ?Ç£We are living in the #Screenage; hence our audience is always available and more engaged on digital platforms, whereas the rest of the platforms will continue to hold their place.?Ç¥?Ç£The shift to digital platforms has revolutionised PR, offering real-time engagement and broader reach. #PR pros now prioritise digital storytelling and multimedia content to captivate audiences,?Ç¥ he added.Sana Zabeen shared some case studies to better illustrate her perspective. She mentioned about Dove?ÇÖs Real Beauty campaign, which she considered to be a stellar example of creating authentic content that builds trust and credibility by featuring real women of various shapes, sizes, and ethnicities instead of traditional models. ?Ç£This approach not only built trust, but also positioned Dove as a brand that values and promotes natural beauty, enhancing its credibility and emotional connection with consumers.?Ç¥She further added, ?Ç£PR professionals are creating content tailored for digital consumption, including short-form videos, infographics, and interactive media. Leveraging social media for real-time interaction and feedback enhances responsiveness and engagement with audiences.?Ç¥Sandhya Malik noted, ?Ç£Digital platforms have transformed the PR landscape completely, making it more dynamic, instant, and targeted, especially with the recent advent of AI.?Ç¥ She further added, ?Ç£Innovative PR strategies such as dynamic user content, purpose-driven, personalized storytelling through data-driven insights, and immersive AI/AR/VR experiences ensure they are adaptive, impactful, and highly engaging.?Ç¥