Adgully has announced the IMAGEXX Summit and Awards 2024, the premier PR industry event, scheduled to take place on July 18, 2024, at the Holiday Inn, Aerocity, Gurgaon. This prestigious event will bring together industry leaders, professionals, and innovators to celebrate excellence in public relations and communication.The IMAGEXX Summit and Awards 2024 has been recognised as the PR industry's go-to event. The day-long will feature thought-provoking sessions, including a keynote address by Rahul Shivshankar, Consulting Editor at Network18, on "Redefining Journalism: The Impact of Independent Media on Mainstream News." The event will also include a panel discussion on "The Future of Public Relations in the Age of AI," chaired by Bhaskar Majumdar, Co-Originator of CommsAdda, with distinguished panelists such as Dr. Navneet Anand, Founder & Director of GreyMatters Communications & Consulting, and Dr. Samir Kapur, Director at Adfactors. Additionally, attendees can look forward to insights from a fireside chat on "Navigating Geopolitics: The Role of Public Policy and ESG in Shaping Global Communication Strategies," featuring Sanghpriya Gautam, Director at Speyside, and Sonal Singh, Head of Corporate Communications at Jindal Stainless.The highlight of the day will be the anticipated IMAGEXX Awards, recognizing outstanding achievements and contributions within the PR industry. "We are thrilled to host the IMAGEXX Summit and Awards 2024 in New Delhi. This event is a celebration of the incredible talent and hard work within the PR industry. It provides a unique platform for professionals to come together, share knowledge, and inspire each other," said Bijoya Ghosh, Founder and CEO of Adgully. The IMAGEXX Summit and Awards 2024 promises to be an unforgettable event, fostering collaboration, innovation, and excellence in public relations. Registration is now open, and we invite all PR professionals, agencies, and enthusiasts to join us in celebrating the best in the industry.http://theprpost.com is the latest offering from the house of Adgully. It isn't your ordinary portal of press releases. Instead, it delivers the inside scoop on the PR world, bringing you industry trends, feature stories, hot news on agency acquisitions, leadership shakeups, and exciting new launches. Stay ahead of the curve and stay updated on the latest industry buzz with The PR Post.

Authored by Ganapathy Viswanathan, Independent Communication ConsultantPR had enough struggle for both respectability and clarity of purpose, but the industry has clearly overcome that today and every brand is very closely embracing with PR as an important communication tool when they draw their overall marketing plan for their company and their respective brands. Clients must be now more open to try and explore new avenues in PR and will be looking at more innovative ways to explore Public Relations especially in today’s digital world.  The year 2023 saw more openness and embracing of brands with PR and it looks like 2024 will drive many clients to examine and explore PR closely in their annual marketing plans. I personally feel we may not see any major shift in 2024 as some of the challenges in the area of talent and content creation will continue to bother the industry. Agencies will have to beef up their technology set up and operations with the right talent so that they can manage clients and meet their expectations set.So, what can agencies and do and how can clients collaborate better with their PR partners and get their best for their brands from a communication point of view. And let us examine how PR can bring in that value and differentiation for the brands for them to leverage this communication tool.I think you cannot build a strong reputation for your brand without PR. To achieve the trust and credibility for your brand there is no other communication tool other than PR. Yes, it is a slow process and it takes time but once your brand establishes the credibility it will stay for a very long time unless something really goes wrong with the brand.PR can help both reputed brands and start up business to build their reputation. Some kind of self-belief should be instilled in the stakeholder’s mind to make them believe that PR works. This can only happen once you explore that channel with a clear clarity of thought.Adaptability is possible when you think of PR. A PR campaign can work in synergy with advertising or any other 360-degree communication. While your messaging should be within the broad pillars of the advertising campaign but you have the freedom to deviate and have different approach to reach your audiences so long as the core messaging is same.Your credibility quotient has more weightage as PR is built through third party endorsements. Consumers and your end audiences tend to believe more on messages delivered by journalists than the paid advertising campaign that is planted in various media.Brands in any case do invest a lot when it comes to advertising and promotional campaign. So, as compared to that PR investments are less but you need to have a clear thought process as to what will be the role of PR and how you will leverage it with your main campaign. The perfect orchestration and the clarity between the both will bring in results.Brand building is a continuous process. Running an advertising campaign in long bursts will always be a challenge keeping in mind the exorbitant media costs and cash outflow. Hence you will be only able to run in short bursts by taking breaks. But with PR you can keep continuing the efforts as the cost you entail will be comparatively low and you can be present in the media with being out of sight.In today’s dynamic media landscape especially after the advent of social media the need of online reputation has become very pivotal. So, you cannot ignore from your brand being trolled and you need to be agile and alert to take the remedial action in case your brand gets some negative publicity. Hence, the need of PR comes into play for brands to embrace it.Education and creating awareness about the role of PR should keep happening. The more we run seminars and panel discussion this will not reach the desired audiences. IMAGEXX summit a PR conference from Adgully which is in the fourth year is one of the best platforms to preach and educate as to how brands can benefit from the power of PR.PR is now the most spoken about communication tool as more and more brands are embracing with lot of confidence. Clients have witnessed results in building the credibility of their brands. As we move forward the PR landscape in India is undergoing a fascinating metamorphosis, driven by a dynamic fusion of digital innovation and more emphasis towards influential marketing.While growth depends on several internal and external factors but the intent shown by many clients both brick and motor and the startups are a good sign for the communication industry. Network companies should use their global expertise and knowledge to widen the canvass for PR being an important communication tool for brands to continuously engage with and build their brands.

Adgully, in collaboration with Comms Adda, recently hosted a webinar titled "Building a Powerful Brand Narrative – The Science of Storytelling and Its Role in Creating a Strong Brand Identity that Resonates with Target Audiences." The session was moderated by Bhaskar Majumdar, Head of Marketing Communications, CSR & Digital at Egis South Asia, and featured insights from Arun Arora, Director Strategy, Communications & CSR at Chetak Group & Foundation, Bhumika Gupta Oberoi, Team Lead Marketing at Boston Consulting Group (BCG), Priya Patankar, Head of Communications at PhonePe, and Rahul Gossain, Chief Strategy and Brand Officer at JSA.Evolution of Brand BuildingBhaskar Majumdar initiated the discussion by posing a question to Arun Arora: "In the last 30 years, how have you seen brand building as a subject change? When I started almost 23-24 years back, brand building used to be more of an advertising space, now it’s PR also, social media also. How do you think brand building has evolved over the years and become an integral part of the communication function?"Arun Arora responded by tracing the origins of storytelling back to ancient India, highlighting its long-standing role in communication. He noted, "If we get into our ancient history of India, storytelling started long ago. It was one of the best ways of communicating across generations, going as far as the time of Ramayana when Luv and Kush went around town narrating the tale of Ram and Sita. This was the way of educating people. There were a lot of literatures that we had, taught through oral recitations by saints, healers, gurus, and teachers. Thus, using story building as a tool to effectively communicate any niche for the story or character has survived. Even now, storytelling can take any form – oral, written, visual, digital, or street play. Ramayana is still played across India, year after year around Dusshera time. Storytelling is in our blood, and that’s how we have evolved."He continued, "This is not true only for India; almost 3000 years ago, the Egyptians started this concept. Even before that, cavemen used cave paintings to communicate. Storytelling is imbibed in human beings and keeps evolving, moving from cave paintings to ChatGPT, the AI tool that generates stories, sometimes more than what is required."The Role of Emotion in StorytellingArun Arora further elaborated on the structure of storytelling: "We all know how we define news in the newspaper using the inverted pyramid concept. Similarly, when we talk about a story, it begins with an interesting, insightful incident, followed by a turning point, a crisis, then the climax, and resolves with a happy ending, which is common in Hindi films. These are the basic tenets of storytelling. Eventually, we are touching the emotional chord of the listeners or the audiences. Once we touch the emotional chord, the brand establishes itself in the psyche of the audience. Converting a definition into a story form gives far greater acceptance. Even when teaching children, we start with storybooks and picture books because their acceptance and comprehension are greater."Purpose-Driven Brand NarrativesBhaskar Majumdar then asked Bhumika Gupta about her thoughts on the emotional aspect of storytelling. Bhumika Gupta responded by sharing a story: "There is a story of a janitor who said he put a man on the moon when President Kennedy visited NASA. The janitor put emotion into the story, defining his purpose. There are two things in the perspective of the story – purpose and emotion. If there is no purpose, you won't connect with the consumers' emotions, and the story won't attract the audience’s attention. The janitor could have just said he was cleaning, but he spoke about his role in a world-important event. That is the role emotions play in a story, making some ads or stories better than others."Strategic Narrative in Diverse MarketsBhaskar Majumdar shared his personal experience with storytelling and then directed a question to Priya Patankar about creating a brand narrative for different target audiences. Priya responded by discussing PhonePe’s approach: "We started strong in tier 2 and tier 3 markets. For us, the problem statement started right from our inception, ensuring the message was appealing. One of the first things was being multilingual from day one, as language is a key part of engagement. Money causes anxiety, so if troubleshooting is in English, vernacular users are lost. Our app, help center, and smart speakers are multilingual. Storytelling is engaging with the consumer at a level where they feel involved. Tailoring communication to the user’s language, style, age, and stage in life makes a lot of difference. AI might take over more DAU communication, but we humanize it as much as possible."She added, "Younger people are digital-savvy and fearless, while older generations need more visual aid. Tailoring our strategy over time to be as targeted as possible, we ensure regional campaigns are specific, like Pongal and New Year. Our CRM and PR strategies are tailored to different regions and occasions."Communication Strategy in Professional ServicesBhaskar Majumdar asked Rahul Gossain about brand building in his services. Rahul responded by explaining the need for an integrated framework: "A brand must have a clear purpose that appeals to various stakeholders, whether internal or external. Effective communication facilitates behavior and cultural change, aligning everyone with the brand’s aspirational values. This applies across professional services, corporates, B2B, B2C, or D2C contexts. The role of communication is to transcend defined aspirations and bind everyone together."The webinar underscored the timeless relevance of storytelling in brand building. With insights from seasoned professionals, it highlighted how purpose-driven and emotionally resonant narratives can create strong brand identities. The discussion provided valuable perspectives on adapting storytelling techniques to different markets and sectors, reaffirming storytelling as a powerful tool in modern brand communication.

Shweta Chawla exclusively shared with Adgully that she has joined Lionsgate Play as the lead PR and Communications professional. Before joining Lionsgate Play, Shweta spent almost three years handling Amazon India's Consumer Communications. She has also served as a Corporate & Consumer Communications Specialist at Trell and TikTok.Additionally, Chawla has experience handling PR and Communication for The Viral Fever. In her early career, Shweta worked with Viacom18 Media for over four years, starting as a PR intern and gradually progressing to a Corporate Communication specialist.

Anasua Mitra of ZEE5 has joined Lava International to lead brand’s PR and Corporate Communucations, Mitra confirmed this news with Adgully where she said, "After an exciting journey at ZEE5, I am happy to share I have joined Lava International Ltd. to lead brand’s PR and Corporate Communucations.I will be responsible for brand’s overall communications across traditional, digital and social media platforms."Prior to joining Lava International, Anasua was handling ZEE Entertainment Enterprises Limited's Corporate Communications as Senior Manager Corporate Communications. 

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.In an exclusive interview with Adgully, Sujit Patil, VP & Head, Corporate Brand and Communications, Godrej Industries Ltd and Associated Companies, speaks at length about building the corporate brand and reputation, creating engaging experiences through the company’s homegrown property - Godrej L’Affaire, creating a positive digital safety net, and much more.How does Godrej L’Affaire serve as a strategic tool for Godrej Industries in enhancing its corporate brand image and reputation?Godrej L’Affaire has been a strategic tool for building our corporate brand and reputation. It is a brand-agnostic owned media platform of Godrej Industries Limited & Associated Companies (GILAC) that brings together brands in the lifestyle space to provide immersive experiences. It was conceptualized to celebrate nuances of lifestyle through experiential engagement with key opinion leaders, content creators, business partners, customers and people from the industry who matter. Through Godrej L’Affaire, we strive to craft experiential engagement, build a community of lifestyle aficionados, and weave a robust digital safety net for all the participating brands through authentic content. For instance, this year, our theme is ‘Goodness’. Hence, we would be creating experiential experiences around ‘All Things Goodness’, which, in a way, is conducive to our group’s reputation.Could you elaborate on how Godrej L’Affaire aligns with the overarching corporate communication goals and messaging of Godrej Industries?Our communication goals entail engaging with multiple internal and external stakeholders – employees, media, key opinion leaders, investors, business partners and consumers. Godrej L’Affaire is attended by a curated list of our stakeholders and provides them with an opportunity to experientially engage with our brands. A large participation by non-competing brands in the lifestyle space adds an element of lifestyle quotient to our brands. Celebrating lifestyle with like-minded brands helps us beautifully position ourselves in the lifestyle space. Because it is a multitude of brands, engagements & conversations and cross-pollination of ideas all put together and amplified using various media platforms, the impact is high. We believe these sort of engagements help build trust and a good reputation for us.How does Godrej L’Affaire contribute to fostering stronger relationships with stakeholders, including customers, partners, and the general public?We strongly believe that engaging with customers, partners, and the general public should be experiential. Our owned media property, L’Affaire, was launched to create meaningful conversations with stakeholders. When these stakeholders visit the Godrej campus and witness the magic of our products in terms of their purpose and the goodness they bring to people’s lives, it fosters strong relationships. Being on the ground enables them to meet our CEOs, brand managers, and the people behind the brands, thereby further strengthening the bonds.How does Godrej Industries utilize the platform Godrej L’Affaire as part of its crisis management strategy, particularly in terms of maintaining transparency, addressing concerns, and rebuilding trust in stakeholders during challenging times?We believe in the concept of creating a positive digital safety net. This means that we want to generate a lot of authentic, positive content for our corporate and brands based on experiences. This, we believe, helps build larger trust and positive disposition towards our brands. This certainly helps during any unfortunate adverse situation. This proactive approach is designed to mitigate any potential negative effects that might arise from a crisis. For all the activations at Godrej L’Affaire, we choose a transparent and meaningful approach for showcasing our products. We don’t make false claims or engage in ‘greenwashing’. Instead, we let people experience our products for themselves. This helps us to create an authentic and positive digital safety net.In what ways does Godrej L’Affaire facilitate the communication of Godrej Industries’ values, mission, and commitment to sustainability and social responsibility?When you arrive at the venue and explore the experiential zones of each brand, including external brands, the aim is not to have stalls where products are sold. Instead, the focus is on showcasing the real values and purpose of each brand. And this year’s overarching theme of ‘Goodness’ allows us to communicate our values, mission, and commitment to sustainability and social responsibility in a very effective way through an experiential engagement.Could you discuss the role of Godrej L’Affaire in strengthening internal communication within Godrej Industries and fostering employee engagement?This is an amazing opportunity where cross functional teams collaborate together. This is not only a passion project for the corporate brand and communications team, but also for the representatives of each of the brands involved. Each brand has around five to six representatives and their business heads and CEOs also get involved in creating the showcase of Godrej L’Affaire. This collaboration results in cross-learning, understanding, and empathy towards each other, which is very powerful. At the end, all this translates into an employer brand that fosters communication, collaboration, partnerships, and a positive environment within the organization.How does Godrej L’Affaire leverage digital platforms and social media channels to amplify its corporate communication efforts and reach a wider audience?For Godrej L’Affaire, almost 70% of our amplification is through digital platforms and social media channels. Therefore, we utilize almost every possible channel available. This includes content creators and their channels, as well as social media platforms such as Instagram, Facebook, LinkedIn, Twitter, hybrid and dark media, and everything in the realms of digital platforms that can be used as a medium to communicate an authentic story of all the participating brands. We are expecting about 30-plus brands, which will be showcasing experiential engagements at Godrej L’Affaire, thereby creating a blast of authentic content. This has always resulted in huge engagement and reach on social media.Could you share any specific corporate communication strategies or tactics employed during Godrej L’Affaire events to effectively engage attendees and promote brand awareness?The whole pretext of Godrej L’Affaire event is about engaging attendees and promoting brand awareness. Engagement takes place at multiple levels. Starting with teaser campaigns featuring the logos of all participants and what attendees can expect at the event, there are also numerous social media posts and PR activities, including a pre-event press release designed to create buzz and generate interest. There are three main ways to create buzz: pre, which includes a variety of media, digital media, shout-outs by participants, and shout-outs by participating brands. Radio is also leveraged to announce the event.Although it is invite-only, we create curiosity around what participants are going to see on-ground. Even the participating brands come and talk about their expectations from the evening soiree. The biggest amplification happens during the event, with live-tweeted content, Instagram stories, and Reels. There are also opportunities for people to take pictures and learn about the brand propositions.Each brand has a content creator assigned to them to create discerning stories and meaningful content. After the event, a lot of content is generated, including films and videos, that are packaged in a variety of formats, such as snackable videos, Instagram or bite-sized videos, and larger videos for YouTube. The communication strategy is designed to amplify the event using all types of communication modes available. This helps us create a buzz and brings out brand awareness. And it has been our experience that if brand nuances come out based on experiential engagement by content creators on-ground, that’s when real brand awareness happens, and meaningful conversation starts.How does Godrej L’Affaire integrate feedback and insights gathered from attendees and participants into its corporate communication strategy for future events?We generate a complete report that includes both qualitative and quantitative data. The report consists of various efficiency parameters that help us understand the experiences of the people attending the event. We gather feedback on what people liked and what they didn’t like, feedback from participating brands and our internal learning system. The best practices from all of this input and insight are collectively selected and then used to improve future events. We should keep in mind that our homegrown property, Godrej L’Affaire, did not have a benchmark six years ago when it was launched. However, with the continuous improvement process, the event has grown in size and value every year. This is because we use all the insights, we gather to understand what needs to be done and what needs to be avoided to make the event successful.What role does storytelling play in the corporate communication initiatives surrounding Godrej L’Affaire, and how does it contribute to building brand affinity and loyalty?As I mentioned earlier, storytelling is just a base. Through engaging experiences at Godrej L’Affaire, we are trying to tell a story. All the brands would be engaging in some manner.For instance, for one of our flagship brands – Good Knight, we are creating a ‘Circle of Protection’. It is a mosquito museum, wherein people can see different kind of mosquitoes, their life cycle, their impacts, and what actions we as an entity are taking to combat malaria and dengue in villages through our program EMBED (Elimination of Mosquito Borne Endemic Diseases). We are doing this through an informative and experiential zone, where guests can enjoy an artistic depiction of vector varietals, their life cycles and experience the mosquito menace in a lifestyle space. While a mosquito might not be a glamorous protagonist, the zone promises to be both educational and captivating.It is all about creating lasting impact in people’s minds as they visit zones across the venue. This, in turn, helps create brand affinity by providing personal experiences and filling gaps in knowledge.We will also be showcasing other products such as perfumes and automobiles, demonstrating their value and how they contribute to sustainability. Through an authentic approach and experiential engagement, we hope to create brand loyalty and affinity.