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?