Sana Zabeen has been appointed Head of Corporate Communications, PR – Marketing at Luxor Writing Instruments Pvt. Ltd..In her new role, Zabeen will be responsible for leading corporate communications, public relations, and marketing initiatives for the company, aligning brand storytelling with business objectives.Prior to this, she was associated with Associated Broadcasting Co. Pvt Ltd (TV9), where she led PR, communication, and media relations, and also worked closely on communication and outreach for the Managing Director’s office. Her role involved managing brand communication strategies and strengthening media engagement.She also served as Head of Content & Marketing at Nikology, where she focused on building content-driven, revenue-oriented concepts while enhancing brand and leadership visibility through media coverage and recognition.Earlier in her career, Zabeen worked with Bada Business Pvt. Ltd., leading special projects and driving brand alignment through multi-channel media strategies. She also spent several years at Times Network, where she handled branded content, creating and executing marketing concepts for leading brands across platforms.With experience spanning media relations, branded content, and integrated communications, Zabeen brings a cross-functional approach to her new role at Luxor Writing Instruments.

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¥