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, Amit Bhandare, Head of Marketing and Corporate Communication at YES Securities, shares how the brand is reimagining financial education through purpose-driven initiatives like WongaWits. As BFSI marketers navigate the twin challenges of trust and complexity, Bhandare discusses the long-term impact of WongaWits – Season 2, evolving consumer expectations in 2025, the growing importance of brand-building, and the opportunities and challenges that lie ahead as the industry moves into 2026. WongaWits blends financial education with engagement. How do you measure its real impact on improving financial awareness and investor confidence? The impact of initiatives like WongaWits cannot be measured immediately because financial education is a long-term exercise. If we look at short-term indicators, the most visible impact is in terms of reach and participation.Last year, WongaWits was limited to just one city, with around 200 participants. This year, we expanded to multiple cities and saw participation grow to nearly 4,000 people. That clearly indicates increasing awareness and engagement. Beyond these direct numbers, the ripple effect is equally important. These 4,000 participants will go on to share their learnings with 10 or even 100 others. So, the reach continues to expand organically.When it comes to impact on investment behaviour, we are firmly in this for the long term. We are not chasing immediate outcomes. Much like investing itself, both money and brand impact compound over time. We believe in sustained effort, and we will continue building this platform with a long-term vision rather than focusing on short-term results. Financial literacy in India remains uneven. What were the key gaps YES Securities aimed to address through purpose-driven initiatives like WongaWits – Season 2? There is a clear gap in how young people approach finance today. Many are attracted to the idea of making quick money. A large section of younger audiences is actively participating in F&O and trading.SEBI reports show that nearly 90–97% of traders end up losing money. What we observed was that trading had started to resemble gaming for many—quick gratification, instant results, and the thrill of competition. That was the core gap.While it’s encouraging that young people are entering the financial ecosystem, many are doing so with the wrong expectations. Trading is often mistaken for investing, whereas investing is inherently long-term and disciplined.We wanted to shift this mindset—from trading for quick bucks to investing for long-term wealth creation. Unless the fundamentals of investing are inculcated early and people are made aware of the risks of trading, this gap will persist.That’s why we chose a quiz-based format. Competition, engagement, and gamification resonate strongly with younger audiences. The quiz format made learning exciting while subtly reinforcing the right financial principles. BFSI marketing is often seen as complex. How are you using personalisation to simplify investing conversations for first-time and young investors? BFSI marketing is complex largely because marketers have made it complex. We’ve over-jargonised finance. Terms like “blue chip,” “NAV,” or “alpha” mean very little to a common person.People understand finance better through simple language and relatable analogies. When finance is simplified, people understand it better—and once they understand, they begin to trust you. Trust is the cornerstone of BFSI.Personalisation plays a key role here. Everyone is unique—just like the people in this room. We all dress differently, have different styles, and different preferences. Similarly, everyone’s financial journey, needs, sources of income, and goals are unique.That’s why we use “style” as a universal, colloquial concept. It’s easily understood across India. If your style is different, your investment approach cannot be the same as someone else’s. This philosophy helps us personalise conversations and make investing more relatable. With data and AI driving marketing decisions, how do you maintain trust and a human connect in financial communications? The foundation is simple—help people understand. The world operates on the law of reciprocity. When you genuinely help someone, they feel a natural inclination to trust you.When we simplify finance and help people understand complex concepts, trust begins to build. Once people realise that you’re not pushing risky products or chasing quick returns, but genuinely guiding them, the relationship deepens.Our focus is not on promoting high-risk products. It’s on explaining why finance is essential, how it fits into one’s life, and how it can be customized to individual needs.That’s why our campaigns are centered around investor education and financial literacy. Data and AI help us scale, but trust and human connection come from clarity, honesty, and consistent value delivery. What were the key learnings from WongaWits – Season 1 that shaped the strategy and format of Season 2? The biggest learning from Season 1 was the overwhelming response we received. It reaffirmed that young people genuinely want to learn—provided the format is engaging, competitive, and entertaining.At that age, competition is a strong motivator. That insight encouraged us to expand beyond Mumbai into other cities.Interestingly, we made a conscious decision to move beyond metros. Cities like Kochi, Indore, Delhi, Hyderabad, and Pune were chosen because financial education is even more critical in these emerging growth centers.The next wave of penetration and growth will come from non-metro and semi-urban India. That’s where awareness is needed the most, and that’s where we want to focus our efforts. Looking back at 2025, what was the biggest shift in consumer expectations from financial brands? In a world increasingly affected by cyber fraud, digital scams, and financial uncertainty, consumers today want trustworthy brands.Finance is still not well understood—India’s financial literacy rate is only around 25–30%. People are looking for brands that can handhold them, guide them, and help them navigate their financial journey with confidence.Trust, transparency, and education have become non-negotiable expectations from financial brands. From a marketing leadership perspective, what was the most defining BFSI marketing trend of 2025? The biggest shift has been the renewed focus on brand building.For a while, performance marketing and influencer marketing dominated the space, while brand building took a back seat. In 2025, marketers have started realising that long-term success requires strong brands.Going forward, brand building and brand management will play a much more central role in BFSI marketing strategies. How was 2025 for YES Securities and the overall BFSI sector? The BFSI sector has performed well in 2025. Many brands launched initiatives focused on cyber awareness and financial education—such as YES Bank’s ScoreCare, which helps people understand creditworthiness.At YES Securities, it was a phenomenal year. We created our third IP this year. WongaWits was our first IP, followed by Wise Whisper—a comic-based initiative for school children.In 2025, we launched our third IP, the YES Securities Cyclothon. Overall, it was an eventful and rewarding year for us. As we move into 2026, what will be the biggest opportunity—and the biggest challenge—for BFSI marketers in India? The biggest challenge will be scale. India is a vast country with over 140 crore people. While our initiatives have reached 4,000–5,000 people so far, the real question is how we scale these efforts meaningfully.Another challenge is language. Many initiatives are still primarily in English. While Wise Whisper has already expanded into vernacular languages, we need to do much more in regional formats to reach the masses.????The opportunity lies in finding cost-effective, scalable, and impactful ways to deliver financial education across languages and geographies. 

Authored by: Dolly Tayal, Managing Director, Burson Genesis?"This is the right time for 'create in India, create for world' when the world is looking for new ways of storytelling." These were the words of Prime Minister Narendra Modi at the opening of the WAVES Summit in Mumbai this month that sent a powerful message to the entertainment industry in India and from India to the world. The entertainment industry in India is having its moment ?Çô and this is not limited to films, OTT cricket broadcasts or even 24/7 news channels. It encompasses everything, from live entertainment to digital channels, films to the creator economy (dubbed the Orange Economy), music to gaming, radio and television (of all kinds). What we are seeing is an explosion of entertainment options for the Indian audience. The question, then, is: how does any platform strike a chord with this discerning group of people? How does one stand out from another? Where should brands place their bets? The short answer: audience engagement. The long answer? Read on. Transformers: Tech driving the riseAt the heart of the entertainment boom in the country is the major technological transformation it has been undergoing. Tech advancements, evolving audience behaviour and preferences, and bold, creative storytelling are changing how we create, deliver and consume content. This presents opportunities for brands to build enduring value through data driven strategies that drive authentic connections. After all, if the industry has been buoyed by technology, then the engagement should be, too. The first step is to understand the audience. AI-driven data analytics combined with qualitative intelligence can lead to a deeper understanding and insights to help connect with audiences in a way that feels genuine and meaningful. The galaxy of fans Entertainment needs its fans. To drive engagement among these fans, we need to give them more opportunities to become active participants. Whether they are watching a movie or attending a concert, or even listening to music, they need to be immersed in it and have a functional role to play. To truly win audiences?ÇÖ hearts, brands must embrace an innovative, strategic approach that prioritises genuine connection, shared values and a commitment to enriching the fan experience. The days of mass media dominating cultural conversations are over. Instead, we're seeing the rise of niche online forums, social media groups and streaming platforms that cater to the specific interests and passions of fans. Lord of the communitiesBrands need to map their target audiences to identify the specific communities and tailor their messaging accordingly. Communications play a vital role in identifying these communities, understanding their unique dynamics and crafting targeted strategies that resonate with their specific interests and values. To tap into the fan community, brands must offer something of substance, whether it's exclusive content, behind-the-scenes access or opportunities to connect with their favourite artists.Brands need to add value to fans?ÇÖ experiences and even amplify these experiences to generate buzz and curiosity. By driving fan-led initiatives, brands can be seen as valued members of the community and not outsiders. Such enriched experiences strengthen emotional ties and deepen loyalty. Small town heroesWith over 100 languages and a rapidly growing regional media landscape, non-metros now offer fertile ground for innovative outreach, making them integral to the entertainment industry?ÇÖs expansion and sustained relevance across India. Communications must follow suit. A targeted regional engagement can go a long way in building a lasting impact. Take the example of Zee TV, which uses the different regional festivals to run roadshows for its various religious shows. Or look at the number of content creators who create in local languages. The pulse of the nation is in its regions, and brands must have their finger on it. The (personalised) love storyThe core of a strong communications strategy is to ensure brands form a deeper relationship with audiences. And the strongest relationships are built on emotion. People might forget what they read in a pamphlet or see in an ad, but they will always remember how a brand made them feel. That deep connection is possible when brands connect with their audiences at a personal level, based on their unique needs.  The integration of AI in personalising strategies has become fundamental to building trust, driving retention and ensuring that communication is both relevant and powerful in the competitive entertainment landscape. Personalisation has to go beyond chatbots and using people?ÇÖs first names in communication, though. It must involve crafting entire customer journeys that resonate with individual personal aspirations, regional identities and viewing patterns. And it has to fit in a compelling story ?Çö like Prime Minister Modi said ?Çô a ?Ç£new way?Ç¥ of storytelling. Just like a great movie script, a brand's story needs to be emotionally resonant to leave a lasting impression. We need to drive the right narratives and messaging, crafting experiences that don?ÇÖt just inform but create a sense of belonging. The emotional imprint strengthens brand recall, making the experience a memory. The end creditsThe entertainment landscape is dynamic and ever evolving, and brands are in constant flux. They must adapt their strategies to stay ahead of the curve. By embracing authenticity, leveraging new age technologies and focusing on building long-term relationships with fans, brands can create enduring value in the hearts and minds of their target audiences. The future of entertainment PR lies in building genuine connections, fostering community and creating a narrative that builds a lasting impact on target audiences. For brands to win hearts in the entertainment sector, they must become valued members of the community, contributing to the shared experiences that bring people together.

The claim made many years ago holds more relevance today than ever before. The current state of information sharing has evolved into a true, meaningful connection with the other side. This change has fundamentally shifted corporate communication from merely information dissemination to the building of meaningful relationships. What does this mean for corporate communicators? It means that the stories they create, the channels they choose, and the messages they express must be aligned to build real connections. The methods through which organisations communicate have evolved beyond their traditional role as a function as they now represent a strategic foundation that informs perceptions, builds trust, and encourages engagement. What makes this change so crucial is the fact that the process of communication is no longer a one-way declaration. It has been transformed into a fluid discussion constantly fueled by changing media tools, consumers' expectations, and the evergreen need for authenticity. In times of uncertainty, these stories serve as vital guiding forces, leading both organizations and their people toward progress. The Essentials of Current Corporate CommunicationAuthenticity and Purpose: Today's audiences demand transparency. They do not want to simply know what a company offers but what makes it exist. With purpose-driven narratives in high gear, companies are really highlighting their sustainability efforts or diversity initiatives and social responsibilities. Visual and Interactive Content: The increasing number of applications such as Instagram, TikTok, and LinkedIn has led to an era where imagery is more important than words. Short videos, infographics, and effective narrative techniques allow for communication that is concise yet impactful. Personalisation: The mass communication approach is being reversed. Organizations are investing in technologies that allow them to tailor their content to different groups of audiences so that the communications made to them are personal and relevant.Breaking Down the TransformationNew-age media has transformed the way stories are told. Social media is not just a means to visibility but rather a tool for reputation management, engagement, and even crisis response. For instance, companies apply real-time interactions to deal with issues, show accountability, and enhance their public image. Such immediacy on these platforms allows organizations to communicate genuinely, showing both strengths and the willingness to change. Data and information are not decision drivers; emotions are.  When telling stories that touch the values and experiences shared, it is easier to form more meaningful relationships. It's not the consumer-facing brands alone. Even B2B organizations realize that storytelling will help make their complex offerings easier to understand. In this context, an engineering firm might use animated explainer videos to describe problem-solving journeys and make things understandable to non-technical stakeholders. Redefining Corporate Communication for 2025As we move forward into the year 2025, the pace at which communication is transformed will only accelerate. Technology will increasingly drive this shift forward, with artificial intelligence driving highly personalized messaging and augmented reality providing immersive narratives. However, the essence of good communication?Çötrust and authenticity?Çöwill remain timeless. Those who can find an equilibrium between harnessing technology and staying true to their core will be those who lead in this space.  In today?ÇÖs corporate landscape, storytelling has become more than a tool?Çöit's a cornerstone of authentic and impactful communication. The shift from merely informing to fostering meaningful connections represents a profound change in how organizations engage with their stakeholders. This evolution reflects a deeper understanding of the universal human need for trust, shared purpose, and genuine relationships. It can easily be seen that the looming test is that of more than just telling stories but also living them. Authenticity can neither be manufactured, nor forceful engagement induced. Companies that embrace this will raise the bar for corporate storytelling as far as their accomplishments are concerned and the trust and loyalty of the stakeholders they strive to serve. In a world where communication is both art and responsibility, the question that businesses must ask is simple yet profound: Are we just informing, or are we really connecting?