Moe’s Art approached 2025 not as a year of reinvention, but of refinement. As the communications landscape grew louder, faster, and more fragmented, the independent collective spent the year sharpening its intent, clarifying the role of each brand within the Moe’s Art ecosystem, and strengthening how content, communication, experiential, production, and tech work together as one integrated system. In conversation with Adgully for its annual recap of the year – REWIND 2025 – Vishaal Shah, Founder, Moe’s Art, looks back at a year that saw the organisation deepen its creative ambition, experiment with participation-led formats, and respond to an industry where AI, discovery, and audience behaviour are rapidly rewriting the rules. He shares what defined 2025 for the agency, how communication has evolved beyond image management, and why coherence and presence are now the real markers of relevance. How would you describe the year 2025 for your organisation, and were there any standout moments that defined it? The year 2025 was about sharpening what we’ve built and stretching it further. We grew across our verticals in size, and in clarity. It became clear what each brand under the Moe’s Art umbrella stood for and where it was headed. A few moments stood out. The Anti Agency Show gave us a format to express ourselves outside of the usual brief-response loop, a space to speak to the industry, not just to serve it. Our work in digital films and public relations grew both in volume and ambition, and seeing that recognised at platforms like PRCA 2025, CommuniCon and SCREENXX gave the team a real boost. On the experiential side, Happily Never After, our immersive theatre IP, opened a new way of thinking about participation, making it more audience led. That shift in how people want to engage is shaping how we think about storytelling formats overall. We also expanded Not Your Idea into newer tech-led content and audit offerings, while Unsobered and Unstumbled, are culture-first content platforms we’ve built to explore lifestyle, identity, and community through an unfiltered, interest-led lens. Most importantly, we tightened how everything connects: content, communication, production, tech, experiential into one system. That integration is what makes us feel more prepared than ever for what’s next. When you look at the broader communications industry, what defines this year for the industry? This was the year the future stopped being a forecast. AI became part of the daily workflow not in a “someday” way, but in meetings, pitches, production and planning. The conversation moved from “what it could do” to “what it’s already doing.” Storytelling also took a turn. There was more appetite for depth, less selling, more telling. More brands leaned into who they are, not just what they offer. We saw briefs come in with more space for context, for tone, for clarity of voice. And discovery changed. People are no longer finding content; content is finding them, through algorithms, interest graphs, and AI surfaces. That one shift is forcing everyone — agencies, creators, brands — to rethink not just messaging, but how stories get placed, surfaced and remembered. Which new big clients did you onboard this year, and what made those wins special? We partnered with new clients across healthcare, entertainment and emerging consumer brands. What made them special wasn’t just the size, it was what they reflected back to us: that clients today aren’t looking for siloed services, they want integrated thinking. These wins reaffirmed that the model we’ve built where strategy, storytelling, production and tech work as one is resonating. We’re able to plug into a client’s world as thinkers, doers and collaborators. And when that chemistry clicks, the work gets better and so does the relationship. How has the role of communication evolved, has it shifted from just managing images to creating deeper, more authentic engagement? Completely. Communication is no longer a function of control, it’s a function of presence. You can’t just craft an image and hope it sticks. You have to show up, speak up, and stay consistent across platforms, formats, and moments. Younger brands already know this. They treat communication as a tool to explore, not just present. That mindset is influencing legacy brands too. They’re realising that audiences today don’t behave like spectators. They respond, remix, and shape narratives in real time. One big shift has been the rise of the phygital loop where online engagement spills into real-world experiences, and vice versa. Communication now has to behave like a system, not a message. What’s also changed is the idea of “scale.” It’s about building clarity, continuity, and connection. The brands that understand this are the ones that will stay relevant, not just visible. 

The concept of the metaverse has transitioned from a speculative fodder for fiction to an impending reality. As this immersive virtual world begins to take shape, it presents a unique frontier for public relations (PR) professionals and agencies. The metaverse offers an unprecedented opportunity to create, interact, and engage in ways previously unimagined, compelling agencies to rethink and innovate their PR strategies. With major tech giants investing heavily in this space and virtual experiences becoming increasingly sophisticated, the question arises: Is it time for PR agencies to devise innovative strategies specifically tailored for the metaverse? This story delves into the potential of the Metaverse for PR, exploring how agencies can leverage this new realm to enhance brand presence, foster deeper connections with audiences, and navigate the challenges of this uncharted, but exciting, territory.Is it the right time?Absolutely, says Aman Gupta, Managing Partner, SPAG FINN Partners.The metaverse, according to Gupta, is not just a concept for the future; it?ÇÖs a burgeoning reality where major brands are already making significant investments.?Ç£For PR agencies, this is a pivotal moment to innovate. We need to create immersive, interactive experiences that go beyond traditional media. Strategies should include virtual events and experiences, branded virtual spaces, and leveraging avatars for storytelling and engagement. Agencies that can harness the potential of the Metaverse will be at the forefront of a new era in digital communication, offering clients unprecedented ways to connect with their audiences,?Ç¥ he says.Concurring with Aman Gupta on this, Priya Sharma, Co-Founder of PRZSM Communications, asserts that metaverse can help brands stand out.?Ç£Absolutely, it's the perfect time for agencies to create new PR strategies for the metaverse. Imagine a place where brands can connect with people in exciting, virtual ways. This digital world offers unique opportunities for brands to interact with their audiences. For example, Airtel used the metaverse for its 5G launch, and many Indian brands are already holding virtual events to engage customers. By using avatars to build communities, PR agencies can reach tech-savvy consumers who spend a lot of time in these virtual spaces and create meaningful connections with the audience. This approach will lead to better campaign outreach and help brands tap into new audiences. Embracing the metaverse can help brands stand out and build stronger connections with their audience,?Ç¥ Sharma adds.Vishaal Shah, Co-founder, Moe's Arts, also feels that it is indeed time for PR agencies to start developing innovative strategies tailored to the metaverse. ?Ç£As more brands establish a presence in virtual worlds, PR professionals must be prepared to help clients effectively navigate this new frontier. This will involve familiarizing themselves with the unique features, culture, and communities of different metaverse platforms to inform their approach, as what works on one virtual world may not translate to another.?Ç¥According to Shah, the focus should be on storytelling, brand experiences, and community building, which are likely to be key pillars of metaverse PR. ?Ç£They can help brands create compelling narratives and immersive activations that engage audiences in novel ways. Leveraging the social and interactive nature of the metaverse will be crucial, possibly through partnerships with virtual influencers, hosting virtual events, or creating branded avatars and digital collectibles. Additionally, issues management and crisis communications strategies need to be adapted to suit the fast-moving, user-generated content-heavy nature of the metaverse,?Ç¥ he explains.ChallengesPR in the metaverse faces unique challenges, particularly in content moderation and intellectual property protection. The vast, real-time nature of the metaverse complicates scalable monitoring and identity verification, while ensuring cultural sensitivity adds another layer of complexity. Protecting digital assets, trademarks, and user-generated content against infringement is difficult in this decentralized environment, especially with evolving legal frameworks and enforcement issues. Additional challenges include ensuring data privacy and security, addressing ethical considerations, and maintaining regulatory compliance. Navigating these issues requires innovative strategies and a deep understanding of the metaverse's dynamics.Let?ÇÖs see what the PR pros have to say about this.Navigating PR in the metaverse presents unique challenges that demand agile strategies, states Aman Gupta.According to him, the environment's fluidity and novelty require constant adaptation from PR professionals. Crafting a consistent brand narrative amidst this dynamic landscape necessitates authenticity and trust to engage audiences seeking genuine interactions in virtual spaces.?Ç£Ensuring inclusive and accessible PR campaigns across varying digital literacy levels, while addressing ethical data privacy and security concerns in the closely monitored metaverse, requires balancing innovation with responsible communication practices. Additionally, measuring the impact and effectiveness of PR initiatives is complex due to traditional metrics' inability to capture virtual engagement and sentiment accurately, thus necessitating the development of new analytics and evaluation methods,?Ç¥ Gupta says.Priya Sharma observes that PR in the metaverse has some unique challenges, especially around content moderation and protecting intellectual property (IP).?Ç£Imagine a busy digital marketplace where everything must reflect the brand's values. Making sure user-generated content fits with brand guidelines requires advanced tools and careful watching. The decentralized and anonymous nature of virtual spaces makes this harder. IP protection is another big issue. Digital assets can be easily copied and shared, leading to IP problems. Agencies and brands need to work with legal experts to handle digital ownership and enforce their rights, helping create a digital watermark that secures your work from being copied or misused. Clear policies and using blockchain technology for tracking digital assets can help reduce these risks,?Ç¥ Sharma says.Vishaal Shah says that content moderation is a significant challenge in the metaverse due to its real-time, immersive nature. ?Ç£Policing harassment, hate speech, misinformation, and other problematic content is even more difficult in virtual worlds than on traditional social platforms.?Ç¥Shah reckons that intellectual property protection in the metaverse is complex, as the line between homage, remix culture, and IP infringement can be blurry in user-generated virtual worlds. ?Ç£Brands will need to decide how tightly they want to control their IP in the metaverse and develop appropriate strategies. Measurement and ROI could also be challenging in the early days of the metaverse, as platforms and tools are still developing. Setting the right KPIs will require experimentation and flexibility. Additionally, reputational risk is heightened in the metaverse, given its nascent stage.?Ç¥Measurement in metaverseAs the metaverse transitions from concept to reality, PR professionals face the challenge of redefining how they measure campaign success in this new digital frontier. Traditional metrics may no longer apply, requiring innovative approaches to evaluate engagement, reach, and impact within immersive virtual environments. The stakeholders need to devise advanced tools and techniques that will enable PR practitioners to effectively gauge the success of their campaigns and navigate the complexities of this rapidly evolving landscape.The future of PR measurement in the metaverse is still evolving, but it is poised to be a fascinating area as this new medium matures, points out Vishaal Shah, who predicts the emergence of new metaverse-native metrics.?Ç£Some traditional digital metrics like reach, engagement, and sentiment will likely still apply, but they may need to be adapted to account for the metaverse's unique features, such as measuring interactions with 3D branded objects. New metaverse-native metrics may emerge, such as the number of avatar interactions, virtual event attendees, or digital collectibles sold. The key will be tying these metrics to tangible business outcomes. In the long run, success metrics may shift from focusing on one-off campaigns to evaluating ongoing metaverse community health, such as the growth, activity, and positive sentiment surrounding a brand's virtual neighborhood or persistent branded experience. PR professionals will need to stay agile, experimental, and closely attuned to how people actually use and perceive the virtual world to effectively gauge the success of their campaigns in the metaverse,?Ç¥ Shah concludes.In the metaverse, says Priya Sharma, traditional metrics will change to reflect the unique nature of virtual engagement. She feels that PR professionals will need to use new key performance indicators (KPIs) that capture the immersive and interactive aspects of these environments.?Ç£Important metrics will include time spent in virtual spaces, interaction rates with virtual content, conversion rate, customer engagement, return on investment and the spread of digital experiences. Advanced analytics tools that track user behaviour in virtual platforms will be crucial. Analysing the sentiment of virtual interactions and feedback from avatars will give deeper insights into audience perceptions. Using augmented and virtual reality metrics will help measure the effectiveness of immersive campaigns. The success of PR campaigns in the metaverse will depend on their ability to create meaningful, memorable, and measurable interactions that connect with audiences in these dynamic digital spaces,?Ç¥ says Sharma.Aman Gupta predicts that measurement in the metaverse will transcend traditional metrics, focusing on immersive engagement, real-time sentiment analysis, and behavioural insights. ?Ç£Success of campaigns will be gauged by the depth of user interaction, the emotional resonance of experiences, and advanced analytics that track user behaviour and preferences. Integrating these virtual metrics with traditional ROI indicators will provide a comprehensive view of campaign effectiveness, ensuring PR strategies deliver tangible business outcomes in this evolving digital frontier,?Ç¥ he adds.As the metaverse continues to evolve, it presents an exciting yet challenging new frontier for PR professionals. While the opportunities for immersive, interactive brand experiences are vast, navigating the complexities of content moderation, IP protection, and effective measurement requires innovative approaches. PR agencies that embrace this digital frontier with agility and creativity will be well-positioned to lead in this new era. The journey into the metaverse is just beginning, and those who can adapt and thrive in this virtual world will set new standards for digital communication and engagement. The metaverse is not just the future; it is the next great leap for PR, demanding a blend of bold strategies and meticulous execution.