Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In conversation with Adgully, Paromita Ghosh, Director of Candid by Paromita, shares insights from her illustrious two-decade journey in PR, corporate communication, and branding. A visionary leader who has worked with over 200 brands across diverse sectors, Ghosh speaks about her inspiration behind founding Candid by Paromita, her approach to authentic storytelling in the digital era, and how the agency has become a driving force in Eastern India’s communication landscape. From curating hyper-local influencer campaigns to building phygital brand experiences, Ghosh discusses the evolving dynamics of PR, the importance of cultural relevance in Eastern markets, and her vision for expanding Candid by Paromita’s footprint across India. You’ve had an illustrious career spanning over two decades in PR, corporate communication, and branding. What inspired you to establish Candid by Paromita? Candid by Paromita has been created with the vision to deliver innovative and client-centric solutions, empowering brands to connect meaningfully with their audiences, especially in Eastern India. Our objective is to create memorable brand experiences that make a lasting impact on the audience’s and consumers’ minds, bringing a positive change in society, helping businesses grow, and adding considerable value to people’s lives through authentic and original storytelling that connects with people. I always wanted to bring my vision alive and help businesses in and around Kolkata achieve greater heights, establish a strong brand voice, and not just be visible but a household name. Having worked with over 200 brands across diverse sectors, how do you ensure each campaign remains authentic and tailored to its audience? When I started over two decades ago, PR storytelling was about press releases and coverage. Today, it’s about creating experiences and conversations. The story doesn’t start or end with the media—it lives on social platforms, influencer voices, and consumer content. What’s changed most is who tells the story. It’s no longer the brand alone—it’s the community. Storytelling now means building a two-way relationship where audiences feel seen, heard, and inspired. For us, every campaign starts with a simple question: What emotion do we want to evoke? The medium may change, but the heart of storytelling—authentic connection— remains timeless. The communications landscape has evolved rapidly with the rise of digital media. How has your approach to PR and brand storytelling changed over the years? Over the past few years, Digital PR has moved from being a supporting arm to becoming the backbone of communication strategy. In 2025, what we’re seeing is a more data-driven and content-personalised approach. AI-driven analytics now help us identify not just who our audience is, but what they feel and when they are most receptive. For events, this has completely reshaped the way we plan and execute. Events are no longer stand-alone experiences—they’re phygital (physical + digital) ecosystems. From influencer-led live streams to real-time engagement dashboards, every event is designed to have an online life that extends far beyond the venue. At Candid by Paromita, we focus on building holistic event narratives that amplify a brand’s presence both offline and across the digital landscape. What are some of the most memorable campaigns or projects you’ve executed that truly reflect your brand’s creative ethos? One of the most memorable campaigns we have executed is for our client Suraksha Clinic and Diagnostics, where we curated a mix of influencers for the Chandannagar centre launch of Suraksha Clinic and Diagnostics. The campaign was designed to reach hyper-local audiences through trusted digital voices and created an organic buzz around the brand’s expansion into the Hoogly district through organic storytelling, differing from the promotional ones. The campaign featured a mix of local influencers and content creators, each with a strong community connect across West Bengal, and generated around 1.3 million views across digital platforms. We also played an important role in ensuring the successful launch of Sobisco Fresh - a new bakery retail chain by Sobisco Foods across nine key outlets in Kolkata. With its deep-rooted understanding of the local market and strategic communications approach, Candid by Paromita implemented a highly targeted PR and influencer engagement campaign that amplified brand visibility and footfall. The only challenging task was letting more people know about the existence of Sobisco Fresh and the new venture of Sobisco within a short period of time, and increasing brand awareness as well as brand recall. To kick off the brand’s retail debut, the agency organised a high-impact press conference, inviting leading media houses and regional journalists. The event not only introduced Sobisco Fresh’s premium and affordable bakery offerings but also positioned the brand as a modern extension of a trusted legacy. Strategic media outreach led to wide coverage in key Bengali and English dailies, digital platforms, and regional TV news. What truly set the campaign apart was the hyper-local influencer marketing initiative. that followed. Over a span of nine days, nine local food and lifestyle influencers were invited to visit nine different Sobisco Fresh outlets across neighborhoods such as Thakurpukur, Alipore, Kasba, Kankurgachi, Tollygaunge, Taratala, Shyamnagar, Bagbazar, Lake Town. Each influencer created real-time content—ranging from store walkthroughs and food tasting reels to interactive customer experiences—that resonated with hyper-local audiences. The campaign generated over 11 lakh digital impressions across Instagram and Facebook is significantly boosting brand discovery. More importantly, the influencer activity translated into considerable brand awareness. As a leader, how do you balance strategy and creativity when designing impactful brand narratives? An impactful campaign is not about big budgets—it’s about clarity, creativity, and consistency. It begins with a deep understanding of the brand’s purpose and the audience’s pulse. At Candid by Paromita, we follow what I call the 3I formula—Insight, Innovation, and Integration. You need an insight that resonates, an innovative idea that stands out, and an integrated execution that ties everything together—from media relations to digital buzz. Finally, every great campaign must have an emotional anchor. When your audience feels something genuine, that’s when PR transforms from communication to connection. What are some of the biggest challenges you see in the PR and branding industry today — and how can agencies stay ahead of the curve? Some of the biggest challenges in the PR and branding industry today include navigating the fast-paced digital landscape, adapting to technological advancements such as AI, creating relevance, and combating the spread of misinformation. With content clutter, it's hard to get noticed and to get a brand’s message heard beyond the noise. Handling crises in the age of instant, widespread communication is more critical than ever, requiring a swift and strategic response to mitigate damage. With influencer marketing growing, audiences are more skeptical of inauthentic endorsements, which requires careful selection of influencers whose values align with the brand’s. With attention spans decreasing, it has become harder to engage consumers effectively. It's important to build narratives that are rooted in real experiences, brand purpose, and transparency. Consumers today value honesty over hype — stories that evoke emotion and align with brand values stand out amid content clutter. You’ve built a strong reputation in Eastern India’s communication ecosystem. What do you think sets this market apart from others in India? Eastern India is set apart by the diversified mix of culture, traditions, art, literature, and distinctive culinary traditions. Eastern India’s market distinguishes itself through a unique mix of evolving consumer behaviour, historical context, and regional nuances. Consumers in the East are more price-sensitive and value-driven. However, that is evolving with rising disposable incomes in both smaller and metropolitan cities, fueling aspirations for a better lifestyle and brand consciousness. Eastern India’s population is deeply connected to its cultural values and traditions. Marketing that acknowledges and respects regional festivals such as Durga Puja, local art forms, and heritage will build a stronger and more authentic brand-consumer relationship. Generic campaigns from other regions may not resonate here powerfully. In comparison to the more mature markets of North, South, and West India, Eastern India has been a late bloomer in modern retail, but it is catching up quickly. This presents a significant opportunity for brands willing to invest in and understand the region, as several markets remain unexplored. There is a rapid emergence of mobile-first, vernacular internet users, largely driven by mobile adoption. A major portion of new internet users, especially from smaller towns, prefer consuming content and engaging with brands in their native language. This makes a mobile-first, vernacular content strategy crucial for digital campaigns. Eastern Indian consumers are known for valuing emotional depth and cultural relevance in brand messaging. Brands that are successful in weaving local cultural symbols and narratives into their campaigns can build trust and foster loyalty. Influencer marketing in Eastern India relies heavily on connecting with local influencers who tell authentic and relatable stories. As a woman entrepreneur and industry leader, what advice would you give to young professionals aspiring to make their mark in PR and communications? PR has always been a field that welcomes women, but 2025 brings both empowerment and new challenges. The biggest challenge is work-life integration—with digital PR demanding constant online presence, it’s easy for boundaries to blur. However, the flip side is that technology has created tremendous flexibility and entrepreneurial scope. Today, women in PR are not just communicators; they are strategists, storytellers, and brand architects. The opportunity lies in building personal brands, leading boutique agencies, and using one’s unique voice to shape narratives. My advice to young women in PR is: embrace your authenticity, master your tools, and never underestimate the power of relationship- building—it’s still the heart of PR. Looking ahead, what’s next for Candid by Paromita? How do you envision its growth and contribution to India’s evolving brand landscape? Looking ahead, Candid by Paromita envisions expanding beyond Eastern India and connecting with the larger part of India through authentic, relatable, and larger-than-life storytelling that strikes an emotional chord with people and, at the same time, strengthens our position in Eastern India, reaching more people.
