The agency landscape is constantly evolving, with new and emerging firms bringing fresh thinking, sharper specialisations and new approaches to the way brands communicate. From “What If?” to “What’s Next?” explores the ideas, ambitions and strategies shaping these agencies as they build their place in a changing industry. Starting Avance PR from home in 2022 with one intern, Ritika Garg, Founder & CEO, Avance PR, has since grown the agency into a communications partner that has worked with more than 100 companies. As client expectations move beyond conventional media coverage towards credibility, executive visibility and measurable business impact, Garg reflects on how the agency has evolved and how emerging shifts such as AI-led discovery are reshaping the PR landscape.1. Avance PR has grown from a boutique PR firm into a strategic communications agency working across multiple sectors. What have been the biggest shifts in the agency’s journey, and how has your approach to PR evolved with the changing market?I started Avance PR in 2022 from home with one intern. Since then, we have worked with more than 100 companies, and the questions clients ask us have changed as much as our team has grown.At first, a brief might centre on announcing a launch and securing coverage. Today, a founder may need to explain an unfamiliar business model, build a voice in the industry, reach different regional markets and prepare for difficult questions. That requires us to understand the business before we pitch its story.For an EV company, we may need to make infrastructure and adoption understandable; for a hotel opening, we may need to connect the property with local travel and hospitality conversations. We have grown our work in executive positioning, LinkedIn thought leadership, media engagement and reputation alongside traditional announcements.The biggest lesson for me has been that good PR starts with a clear business problem and an honest, relevant story, then finds the right audience and format.2. Today, brands are looking beyond media coverage towards credibility, influence and business impact. How is this changing the way PR agencies define and measure success for their clients?I still care about coverage, but I want to know what the coverage accomplished. A story in a relevant publication that accurately explains a client’s proposition can be more useful than several mentions that give readers little reason to remember the brand.At Avance PR, we agree on the objective before we decide what to measure. For a launch, we may examine whether target media picked up the announcement and whether the key facts came through. For a founder, we may look at the quality of interview opportunities, engagement from relevant peers and whether their perspective is becoming part of an industry conversation.We can directly track coverage, message inclusion, audience relevance and enquiries that come through a campaign. Clients may also tell us that a story supported a partnership discussion or helped a prospect understand their business, but we should not claim PR alone caused that outcome. Success is a pattern of useful visibility and growing credibility, assessed against the client’s actual goal.3. With AI changing search, content discovery and how audiences consume information, how do you see AI reshaping the PR function and the way brands build visibility? AI is changing how people encounter information. Someone researching an EV charging network or a hospitality brand may see an AI-generated answer before they reach the company’s website or a news article. For us, that raises a practical question: if a tool summarises a client, will the information it can find be accurate, current and clear?At Avance PR, that means working closely with clients on factual company descriptions, consistent spokesperson details, well-supported claims and stories that explain what makes their work relevant. Credible media coverage contributes to a brand’s public record, although no placement guarantees that an AI tool will surface or interpret it correctly.AI also helps our team organise research and spot questions audiences may be asking. Every claim and quote still needs a human check, especially when we work across technical sectors. We are learning how to monitor AI-led discovery alongside familiar PR measures, while keeping our focus on information people can verify and trust.4. Avance PR works extensively on founder and CXO personal branding, including LinkedIn thought leadership. Why has executive visibility become such an important part of brand communication, and what makes an executive voice genuinely credible? A company can tell you what it does. Its founder can often tell you why a decision was made, what went wrong along the way and what the industry is still getting wrong. Those details matter, especially when a business is introducing something unfamiliar or asking customers and partners to place trust in its leadership.At Avance PR, we build executive communication around conversations with the person, not a calendar of generic motivational posts. We ask about decisions they have made, questions customers keep raising and changes they can see firsthand in their sector. From there, we identify ideas that can work as a LinkedIn post, an interview or an authored article, while keeping the language close to how they actually speak.Credibility comes from a distinct point of view backed by experience. An executive does not have to comment on every trend; they need to be useful and consistent on subjects they know well. That is when personal visibility strengthens the company’s reputation.5. Looking ahead, what do you believe will fundamentally change the Indian PR and communications landscape over the next three to five years, and how is Avance PR preparing for that shift?I think the next three to five years will demand more precision from Indian PR agencies. A company may need to speak to national business media, regional audiences, potential hires and industry partners, each of whom cares about a different part of its story. At the same time, people will encounter that story through journalists, LinkedIn, video, search and AI-generated summaries. Keeping the facts and message consistent across those channels will become harder and more valuable.I also expect clients to ask tougher questions about what communication has achieved and to expect evidence behind every claim we put forward.At Avance PR, we are preparing by strengthening sector knowledge across our team and connecting media relations with founder positioning, digital content and reputation work. Our pan-India experience has shown us why a national story sometimes needs a strong local angle. As we expand, I want us to retain the habit of getting close to a client’s business before deciding what deserves to be said publicly.

Avance PR, a boutique and one of the fastest-growing PR agencies in India has recently won the mandate for managing Public Relations campaigns for Stovekraft, a leading kitchen and home appliances company in the country. As part of the mandate, Avance PR will strategise impactful PR campaigns and media relations across the North India region including Delhi NCR, Haryana, Uttar Pradesh, Uttarakhand, Rajasthan, Jammu & Kashmir, and others.Headquartered in Bengaluru, Stovekraft is a household name in the kitchen appliances industry. It is known for bringing its innovative and user-friendly product line for Indian customers under the brands - Skava, Pigeon and Gilma. With a robust presence across western and southern India, the company is now focusing on strengthening its foothold in the North to capitalise on immense growth opportunities. Avance PR is a boutique PR agency in Gurugram (Haryana). It will embark on a series of initiatives to design a strategic communications strategy including media outreach and thought leadership to align Stovekraft?ÇÖs positioning with unique market dynamics. The series of campaigns will further highlight Stovekraft?ÇÖs product innovation, customer-centricity and leadership in the kitchen appliances sector.Expressing her enthusiasm about the mandate, Ritika Garg, Founder & CEO of Avance PR said, ?Ç£We are elated to partner with Stovekraft. It has been synonymous with quality and innovation in the market for years. Hence, our focus will be on crafting a cohesive PR strategy that will enhance the company?ÇÖs presence among the North Indian audience while reinforcing Stovekraft?ÇÖs positioning as a trusted leader in the kitchen and home appliances industry."The collaboration demonstrates Avance PR?ÇÖs outstanding performance in delivering results-oriented media campaigns across diverse industries. The agency leverages its deep understanding of regional markets and is set to roll out an integrated PR approach, encompassing traditional and digital media platforms through strategic media partnerships. This partnership marks a significant step in Stovekraft?ÇÖs journey to emphasise on its North India business operations while continuing to acquire customers with world-class products and solutions.

Meet Ritika Garg, the visionary entrepreneur behind Avance PR, a cutting-edge public relations firm revolutionizing the industry with its innovative approach. With a background in science and an MBA, Ritika's unique blend of analytical thinking and business acumen has propelled Avance PR to success.What motivated you to start Avance PR, and how do your previous experiences shape your leadership style today? What challenges have you faced in building Avance PR from the ground up?Starting Avance PR was a natural step for me, driven by my entrepreneurial spirit that runs deep in my family. Even during my college years, I knew I wanted to create something of my own. My academic background in science gave me a strong foundation in analytical thinking, but it was my MBA that shifted my focus toward business. Joining Ogilvy was a pivotal moment that introduced me to the world of PR, and from there, I found my passion.My journey has been hands-on?ÇöI?ÇÖve freelanced extensively, which gave me the freedom to work with different clients and gain diverse experience. I also spent time with boutique agencies to sharpen my skills and learn the industry from the ground up. The combination of my freelancing background and my previous roles really shaped my leadership approach today. I?ÇÖve developed a deep understanding of both the strategic and operational sides of PR, and I prioritize nurturing talent while staying closely involved in client relations.One of the toughest challenges in building Avance PR has been securing clients in the beginning. Establishing trust, both with clients and within my own team, wasn?ÇÖt easy. Managing cash flow and working around the clock in the early days was also demanding. But those experiences have strengthened the business. Every challenge?Çöwhether it was managing 24/7 work or convincing clients of our value?Çöhelped lay the foundation for the growth we?ÇÖve achieved today.Can you share a successful PR campaign that Avance PR executed and what made it stand out?One of our most successful PR campaigns was for Uplifters, a new edtech startup that was struggling to establish credibility with its target audience. To address this, we designed a strategic PR campaign that focused on highlighting their unique courses and exclusive internship program, which set them apart from competitors.We targeted key media outlets that aligned with their audience, and the campaign gained significant traction, with coverage in major publications such as Financial Express, News18, and The Hindu. This media exposure not only built credibility for Uplofters in a competitive market but also resulted in a surge of new leads. What made this campaign stand out was the clear focus on their differentiators and our ability to position those effectively in top-tier media, creating both brand awareness and tangible business results.How does Avance PR differentiate itself from other PR firms in a competitive market?At Avance PR, we differentiate ourselves by creating fully customized PR strategies for each client. We don?ÇÖt believe in a one-size-fits-all approach. Every brand has its own unique story, and we tailor our campaigns to align with their specific needs, goals, and market positioning. This personalized approach ensures that our clients receive strategies that are designed specifically for them, rather than relying on cookie-cutter methods.Another key factor that sets us apart is our diverse portfolio. We've had the privilege of working with a wide range of clients, from launching new startups to managing communications for established, publicly listed companies. This experience across various industries, budget levels, and stages of business growth gives us the versatility and expertise to adapt to any client?ÇÖs requirements. Whether we?ÇÖre working with a lean startup or a large corporation, our team can craft effective PR strategies that deliver results. This ability to navigate different sectors and budget sizes strengthens our offering and sets us apart in the competitive PR market.What challenges do you face in managing client expectations, especially in sectors like technology and education?One of the biggest challenges in managing client expectations, particularly in sectors like technology and education, is helping clients understand the difference between editorial content and advertorials. Many clients expect PR coverage to read like a paid ad, and it can be a challenge to explain the subtleties of editorial content and why it's crucial for credibility. We spend a lot of time setting expectations and educating clients about how authentic storytelling works in media relations.In the technology sector, clients often focus too much on their business model rather than the real-world impact of their technology. It?ÇÖs important for them to dive deeper into how their innovations are solving problems or helping people. Similarly, in the highly competitive education space, finding and defining a unique selling proposition (USP) can be tough. With so many players in the market, positioning a client in a way that highlights their uniqueness requires careful strategy and creativity. Balancing these aspects while aligning client expectations with realistic PR outcomes is key to delivering effective campaigns.In your opinion, what are the key trends shaping the future of public relations, particularly in influencer marketing?In my view, one of the key trends shaping the future of public relations is the rise of digital PR, particularly through formats like podcasts and video content. As people continue shifting away from traditional print media, they?ÇÖre increasingly engaging with more dynamic forms of electronic media. This shift presents new opportunities for brands to connect with their audiences in ways that are more engaging and interactive, such as through live streams, webinars, and interviews on podcasts.In influencer marketing, there?ÇÖs been a notable shift toward authenticity and quality over quantity. Rather than focusing on follower counts, brands are now prioritizing engagement and the relevance of the content. Consumers have become savvier, and they expect real, relatable content from influencers. Niche influencers, who cater to specific communities or interests, are gaining traction because they deliver targeted, high-quality content that resonates deeply with their audiences. This trend is pushing both influencers and brands to focus on creating genuine, value-driven interactions, rather than just relying on broad exposure.How do you foster a culture of innovation within your team at Avance PR?At Avance PR, fostering a culture of innovation is all about open communication and creating an environment that encourages creativity and growth. We maintain regular communication within the team, ensuring that everyone feels heard and supported. Flexibility is also key?Çöwe allow our team members to work in ways that best suit them, which helps spark new ideas and solutions.Brainstorming sessions are a regular part of our workflow, where we openly discuss new techniques, trends, and approaches to keep our strategies fresh and effective. We also hold regular PR classes to stay updated on industry shifts, which help our team continuously learn and adapt.On a more personal level, I make it a point to engage with every member of my team. Whether it's helping them overcome challenges, providing guidance on the latest trends, or addressing any blockers they face, I ensure that everyone has the support they need to thrive. By encouraging collaboration, learning, and hands-on support, we cultivate a space where innovation flourishes.What advice would you give to aspiring entrepreneurs looking to establish their own PR agencies?For aspiring entrepreneurs starting a PR agency, focus on mastering PR fundamentals?Çömedia relations, storytelling, and strategy. Begin with a niche to stand out and gradually expand. Building a strong network is essential, as relationships with media and clients are the backbone of PR. Stay adaptable to industry changes, especially with the rise of digital and influencer marketing. Educate clients and manage their expectations by explaining what PR can realistically achieve. Lastly, invest in your team and foster a culture of collaboration and innovation. A strong, passionate team will help you build a thriving and successful agency.

Ayatiworks Technologies, a frontrunner in digital marketing and strategic planning, is proud to announce its strategic expansion into Delhi NCR, marking a significant milestone in the company's journey. This expansion is complemented by a powerful partnership with Kreasense, a leader in branding, and Avance PR, renowned for its expertise in public relations. Together, they aim to redefine brand innovation and digital solutions beyond traditional marketing paradigms.Ayatiworks Technologies is a digital technology company that specializes in crafting impactful digital presences for brands. Known for its insightful planning and strategizing, Ayatiworks helps brands navigate the virtual marketing ecosystem effectively, creating distinctive digital properties that resonate with their target audience.Kreasense is a new-age branding company focused on crafting unique brand identities and narratives. With a blend of creativity and strategic insight, Kreasense helps brands establish a strong presence in today's competitive market landscape.Avance PR is a full-service PR firm with a focus on business communications and influencer connections. Serving a diverse range of clients, including early-stage startups and unicorn companies, Avance PR excels in delivering highly effective campaigns that drive traction and enhance brand reputation through earned media.Upendran Nandakumar, Founder of Ayatiworks Technologies, expressed his excitement about the expansion, stating, "Our new presence in Delhi NCR is more than just an expansion?Çöit's a strategic enhancement designed to tap into the commercial potential of this region. By bringing our top-tier digital marketing strategies here and partnering with Kreasense and Avance, we are set to redefine innovation and efficiency in brand communication."Balasubramanian, founder of Kreasense, expressed enthusiasm about the partnership: "Joining forces with Ayatiworks and Avance PR allows us to blend our creative branding expertise with cutting-edge digital marketing and strategic public relations. This synergy will undoubtedly lead to innovative solutions that will resonate deeply within the marketplace."Ritika Garg, Founder and CEO at Avance PR, also commented on the collaboration: "This alliance is a powerhouse of creativity and strategic acumen. We are thrilled to integrate our PR expertise with Ayatiworks?ÇÖ digital strategies and Kreasense?ÇÖs branding prowess to create dynamic, impactful campaigns that drive brand growth and visibility."The strategic alliance between Ayatiworks, Kreasense, and Avance PR is poised to provide unparalleled services in holistic brand development and intellectual property creation. By leveraging their collective expertise in public relations, brand solutions, and marketing techniques, the three companies are committed to delivering innovative solutions that redefine standards in digital marketing and brand strategy.As Ayatiworks begins its operations in Delhi, NCR, the company is enthusiastic about rolling out new initiatives that will demonstrate its enhanced capabilities. These initiatives are anticipated to set new benchmarks in the industry, underscoring the company?ÇÖs commitment to innovation and customer satisfaction.