Arnab Dutta has joined Reliance Consumer Products Limited, the FMCG arm of Reliance Retail, as Public Affairs & Communications Specialist. Based at the company’s headquarters in Bangalore, Dutta brings with him a rich legacy of journalism spanning over a decade.In his most recent role, Dutta served as Senior Assistant Editor at TV Today, where he led coverage on the corporate sector and economic policies impacting India’s business ecosystem. Prior to that, he spent over six years at Business Standard as Assistant Editor, focusing on India’s dynamic consumer market and policy landscape. He has also reported for Financial Express, covering developments across industries.Throughout his journalistic career, Dutta built deep insights into sectors like FMCG, retail, IT, telecom, automobiles, real estate, and frontier technologies. His move to the corporate world marks a significant shift as he leverages his editorial expertise to shape public affairs and communication strategies at one of India’s fastest-growing FMCG companies.

Authored by Vandana Sandhir, Chief Client Strategy Officer, Burson IndiaSimply put, advocacy aims to influence decision-makers, policymakers and regulators to shape public perceptions on important issues. While its modern origin traces back to 1966 in the U.S. and Canada, here at home it has a deep-rooted history dating back to the colonial period. Whether it was Florence Nightingale who used advocacy to uplift modern nursing in the 1850s or an FMCG brand practicing it today to promote its sustainability goals or a not-for-profit leveraging it to raise awareness around menstrual hygiene, advocacy has certainly come a long way, but the essence of shaping public perceptions remains at the core. Interestingly and inevitably, digital advocacy is the most recent dimension to this practice. Advocacy amplifiedCOVID-19 radically changed our dependence on technology, given its power and reach. Using online platforms to voice views has its strengths, including fostering a sense of community and creating allies, thus building thought leadership over time. The highly interactive space comes with greater engagement and influence while democratising participation. Digital advocacy mobilises masses around a cause and significantly amplifies a campaign’s reach. This means you can address issues and crises in real-time, leverage social media to disseminate information and gather support faster than we could ever imagine. Think about a new policy rolling out in the morning, and within a few hours, online platforms are typically buzzing with policy experts and industry leaders sharing their opinions and analyses. Soon after, the related online communities also start debating how the announcement impacts them and news outlets publish articles and informative pieces that spread awareness. Catching the right attention for impact is key  Digital advocacy could take several forms including, but not limited to, viral campaigns, petition campaigns, social media hashtags, signature campaigns and public policy campaigns to raise awareness about important issues and drive public participation. However, amidst various stakeholders, their differing viewpoints and conflicting interests and the ability of the digital space to provide multiple points of view, the public is flooded with many opinions. This makes advocacy challenging and can even dilute the impact of a campaign. Here is a four-step guide on how to conceptualise and implement your digital advocacy strategy powerfully and successfully:First things first, identify your stakeholders Stakeholders could be like-minded groups, organisations, normative bodies or consortiums. They may be affected by the issue directly or have a strong interest in the cause or want to leave a strong impact through their opinions on different constituencies. The first step in executing an effective digital advocacy campaign is to build an understanding of the stakeholders - research existing points of view and analyse their impact on your campaign. From the vast spectrum of stakeholders, it’s important to categorise them using different metrics like their position, influence and interest. This helps us in identifying allies, supporters and influencers along with determining their engagement in the campaign. Let’s say, for upcoming state elections, the focus is on the youth, especially first-time voters. Here, getting the attention of the age group of 18-25 becomes important in addition to the relevant groups around this age group - school administrations, parents, community organisations, political parties, not-for-profit organisations and more. By identifying their level of influence, interest and position, a campaign can be tailored for maximum impact. Understanding audience behaviour – meeting of the hearts and mindsOnce stakeholder mapping is done, a close study of their behavior comes next – their beliefs, motivations and their drivers for change. This is an important step to ensure that the audience is able to relate to the experts identified as the faces and voices of your campaign – there is a meeting of minds and hearts. Adequate checks using research and AI tools provide a better picture of what the experts have said and stood for in the past. For example, when the EV revolution was gaining momentum in the country, there was a lot of apprehension. However, initiatives by the government to support EVs, which were further endorsed by experts, helped to alleviate these misgivings. Consistent communication about their potential financial and environmental benefits helped spread awareness among the masses. Today, India has a strong EV market where prominent companies and startups have a major role to play in fueling its growth. Developing a narrative that moves people  Once a deep understanding of the ‘know-think-feel’ of the audience has been established, it’s important to create a message that broadly appeals to all stakeholder audiences. The narrative focus must capture the stakeholders’ interest while staying true to the agreed point of view. With this established, the next step is to deliver the key messages in an engaging and persuasive manner. Identifying the appropriate digital channels Once stakeholders and their interests have been mapped, messaging is ready and strategy is in place, it’s time to choose the right digital channels for dissemination. Popular channels for digital advocacy include X and LinkedIn as well as experts speaking on blog posts, podcasts, panel discussions, events, fireside chats and more. Choosing the right mix of tools and tactics depends on the cause being advocated for, the target audience, campaign goals and the desired outcome.Digital coupled with traditional: Win-win combination Digital channels have successfully created a level playing field, providing equal opportunity for everyone to share their opinions and actively engage in conversations. They also serve as a catalyst to kickstart conversations and bring light to issues that need to be addressed and to facilitate change. However, they certainly cannot replace conventional advocacy – they complement the more traditional advocacy efforts. To sum upAdvocacy is one of the most powerful ways to bring about macro-level changes. The digital age has truly bolstered the traditional approach to advocacy and democratised it. Today, each click, share or comment has the potential to catalyse change. Opinions and public perceptions are shaped and influenced at lightning speed, and engagement between advocates and stakeholders happens in real-time. Digital has no doubt been truly transformative for advocacy. However, to achieve effective outcomes, a balanced approach is required, making sure that our audience is always at the heart of what we do and advocate to drive meaningful change. 

Drishti Bhatnagar is a Senior Account Manager and Public Relations Professional, who recently moved from Madison World to Weber Shandwick. With experience across top PR agencies, Bhatnagar is adept at crafting compelling narratives and executing high-impact campaigns, making her a valuable strategist in the field. Her expertise spans media relations, brand storytelling, and client management, positioning her as a dynamic leader in the evolving world of public relations. At Weber Shandwick, Bhatnagar continues to leverage her skills to drive innovative communications for clients, building on her impactful journey at Madison World.In conversation with Adgully, Drishti Bhatnagar, Senior Account Manager, Weber Shandwick, speaks about the importance of strategic storytelling, media connections, and the power of adaptable, innovative PR approaches that resonate with today’s audiences. Bhatnagar’s seamless transition highlights her commitment to building compelling brand narratives and driving meaningful engagement in the evolving PR landscape.What motivated your decision to transition from Madison World to Weber Shandwick, and what specific goals influenced this change?My career transitions were always driven by a desire for growth and the opportunity to work and explore different client verticals. After spending several years at Madison World, where I had the privilege of working on diverse campaigns with leading brands, I felt the need to challenge myself further in a larger, more dynamic environment. Weber Shandwick’s global reputation, innovative approach to communications, and focus on purpose-driven campaigns aligned perfectly with my professional aspirations.How do you balance your diverse roles at Weber Shandwick, and what challenges do you face in juggling these responsibilities?As a PR professional at Weber, I act as an extended communication team for clients, managing client servicing and strategy development. I prioritize high-impact tasks, balance short-term needs with long-term goals, and stay ahead of the curve in the rapidly evolving digital landscape. My focus is on delivering innovative, effective communication strategies that drive results, while navigating PR’s fast-paced nature and exceeding client expectations.What does a typical day look like for you? Could you share the key activities that you prioritize in your day-to-day life?A typical day for me at Weber Shandwick is a blend of strategy, collaboration, and client engagement. I start by reviewing the day’s priorities – from client meetings to media outreach – and ensure alignment with the team. Much of my time is spent coordinating with clients and internal teams to refine strategies and troubleshoot challenges. I also prioritize staying up-to-date with industry trends, which helps in crafting proactive solutions for clients.What inspired you to pursue a career in this field, and how did you prepare for this role alongside your other professional commitments?My inspiration to pursue a career in public relations stemmed from my passion for storytelling and the impact effective communication can have on shaping brand narratives.From the start, I was drawn to the energetic, fast-paced nature of the industry and its potential to influence public perception. To prepare for this role, I balanced my academic studies with internships and hands-on experiences, which helped me build a solid foundation in PR. As I progressed in my career, I consistently sought opportunities for professional development, such as workshops and certifications, to stay current with industry trends while managing other professional commitments.Did you have any mentors or icons who guided you in your career, and how did they influence your professional journey?Yes, I’ve been blessed to have great bosses in the start of my career who became my mentors and my close friends. They helped me to refine my PR skills and instilled the importance of resilience and adaptability in the industry. Their insights on strategy and client management shaped my approach to problem-solving. I still sometimes call them when I am stuck somewhere and need guidance.How do you maintain a healthy work-life balance, and what practices do you use to manage stress and ensure personal well-being?I prioritize work-life balance by setting clear boundaries and managing my time effectively, ensuring space for personal pursuits like meditation, reading, and family time. Mindfulness practices and strategic breaks help me stay focused and calm, while a well-structured routine maintains productivity. By intentionally balancing professional demands with self-care, I preserve my well-being, boost resilience, and achieve a fulfilling integration of work and life.Could you share some key milestones or achievements in your career so far, and how have they shaped your professional journey?Throughout my PR career, I have delivered impactful results, notably executing a pioneering virtual roundtable at the onset of Covid and spearheading successful brand launches for leading FMCG brands. Notably, I have maintained long-standing relationships with previous clients, showcasing my commitment to enduring partnerships. By working with cross-functional teams on large-scale projects, I have honed my leadership and collaboration skills. These milestones have enhanced my expertise in PR strategy, pressure-resistant delivery, and industry adaptability, positioning me as a versatile and effective communications professional.What key learning experiences from your time at Madison World have you carried over to your current role at Weber Shandwick?At Madison World, I learned the importance of adaptability, quick decision-making, teamwork and building strong client relationships. I also gained valuable experience in integrated campaigns, which I now apply at Weber Shandwick to develop more holistic, cross-channel strategies. These experiences have helped me stay proactive in meeting diverse client needs in my current role.

In the second edition of our new column, PR ACE, dedicated to spotlighting young PR leaders and their journeys, we feature Shivam Trivedi, Director at House of Communication. Shivam shares insights into how his prior experiences shaped his approach to PR, drawing from his work across industries such as real estate, FMCG, and healthcare. He discussed how working in these diverse sectors has enriched his understanding of PR, emphasizing the importance of strategic communication and building trust with stakeholders.He also shared his strategies for ensuring that campaigns resonate with diverse audiences across different industries. Additionally, Shivam touched upon his expertise in both traditional and digital PR, explaining how he balances the two approaches to deliver optimal results for his clients. He reflected on some of the key challenges he's encountered while managing PR across various sectors, and much more.Can you tell us about your journey from your early days at multiple PR firms to founding the House of Communication? How did your prior experiences shape your approach to PR?My journey into PR started with a solid foundation in journalism, which sharpened my understanding of storytelling and media dynamics. While working with diverse PR agencies, I was exposed to different sectors-from small startups to multinational corporations-that helped me develop a pretty sound perspective towards developing communications strategies. The experience made me understand that effective PR is more than just coverage-it's creating meaningful narratives that work in tandem with business goals. I took all these learnings forward and laid the foundation of the House of Communication. So, at all times, campaigns that we work with the client are both innovative and deeply connected with the client's objectives.You’ve had experience in various industries such as real estate, FMCG, and healthcare. How has working across these diverse sectors enriched your understanding of PR? It has been very enriching to work across industries like technology, healthcare, real estate, startups, and lifestyle, where each sector has its respective hurdles, stakeholders, and narratives, but the common thread was being authentic and having strategic communication. And hence, it made me understand better what type of communication works best for which type of audience.This cross-industry experience puts us in a position where we're sector-agnostic, so we bring cross-industry insights to the table, which is how we're applying innovative strategies from one industry over into another-and that usually leads to fresh, unexpected solutions. So, our approach is holistic, and it gives our clients the ability to kind of adapt to them, but always cut through the noise with our campaigns.What motivated you to start House of Communication, and what was the vision behind it?The motivation behind starting House of Communication was to create a platform where strategic communications would not only drive brand visibility but deliver measurable business outcomes. For me, I envisioned a PR firm that would streamline a traditional PR approach with modern digital techniques, thereby offering a very holistic approach. I felt it was going to be about being a trusted partner for brands, understanding their pain, and then coming forward with solutions that speak to them and their audience. I wanted to generate that team of people who could share this passion for storytelling and strategic thinking at the same time build incredible relationships with media, clients, and all of our stakeholders.You emphasize the importance of strategic communication and building trust with stakeholders. How do you ensure that your campaigns resonate with diverse audiences across different industries?The bottom line to reach diverse audiences is to understand the unique values, needs, and motivations of each sector. We start by conducting a complete analysis of the client's brand, industry landscape, and target audiences. Once we achieve that insight, we craft messages reflecting the voice of the brand while addressing the concerns of the audience in a relevant manner.This will involve strategic communication with our campaigns, aligning them with the client's vision but also adaptable enough for it to resonate within multiple platforms. That's why we ensure our campaigns speak to the different stakeholders - customers, investors, even partners - by tailoring the message that always lies at the core of authentic and transparent communication.Given your expertise in both traditional and digital PR, how do you balance the two approaches to achieve the best results for your clients?Balancing traditional and digital PR means understanding where your audience is and how they consume information. In reality, we don't view traditional and digital as opposing forces to one another but rather as complementary tools that will really amplify a message when used strategically. Traditional PR embodies credibility and trust while digital PR provides instant engagement and reach to expansive geographies.For instance, we start with traditional media to cement the authority and then amplify the message through various other digital platforms, looking at the engagement in real-time and getting a much broader visibility. An integrated approach ensures that your client gets the best of both worlds, delivering sustained impact across multiple channels.Q - You’ve mentioned focusing on ROI-driven approaches for your clients. Could you share an example of a campaign where this strategy proved particularly successful?Absolutely! We implement ROI-driven strategies so that our client can actually see the difference we are making. One of my favorite campaigns goes back to launching a VC fund for a client. There was significant interest in establishing credibility for that particular market. We implemented a comprehensive approach, combining media outreach, thought leadership, and digital engagement-all anchored on very clear, measurable KPIs. The campaign within a short span received wide media coverage, most inquiries ever, and exceeded client's goals with fund launch. On the other end of the spectrum, we worked with a waste management brand in which we developed a multi-channel communication strategy that placed traditional platforms alongside digital platforms, thereby cutting across a plethora of stakeholders from agencies to government, to environmentally conscious consumers. Using measurable outcomes such as brand visibility, stakeholder engagement, and consumer conversion, the campaign made sure that it created significant awareness and also business outcome tangibles. The remarkable growth witnessed in investor interest did give a clear view of tangible business outcomes, which could then be compared to a form of return on investment through media coverage, social media engagement, and new business leads.The PR industry has evolved rapidly with the rise of digital media and news aggregators. How do you keep up with these changes, and how has it influenced your work?Staying ahead in the fast-evolving digital landscape is crucial. We actively monitor trends, invest in digital tools, and continually upskill our team to ensure we are at the cutting edge of the industry. The rise of digital media and news aggregators has changed how we approach PR—it's more about real-time engagement and data-driven strategies now. For example, we focus heavily on analytics to gauge the performance of campaigns and adjust strategies on the go. The ability to track the direct impact of our efforts has made PR more accountable and results-driven, which benefits both us and our clients.The PR industry has evolved rapidly with the rise of digital media and news aggregators. How do you keep up with these changes, and how has it influenced your work?The rapid pace of change in digital media has made it essential to stay ahead of trends and adapt quickly. At House of Communication, we continuously invest in digital tools and analytics platforms to ensure we’re at the cutting edge of PR technology. We also place a strong emphasis on ongoing training for our team to ensure we remain agile and responsive to new platforms, trends, and audience behaviors.The shift towards digital has influenced our work by making campaigns more data-driven. We can now track the performance of every piece of content, adjust in real-time, and measure outcomes more precisely, which in turn helps us deliver better results for our clients.What are some of the key challenges you’ve encountered while managing PR for different sectors, and how do you overcome them?One of the key challenges across sectors is navigating the unique regulatory, market, and communication landscapes. Each sector has its own set of challenges—whether it's maintaining compliance or standing out in the crowded space. The solution lies in deep research and sector-specific expertise.We overcome these challenges by assembling specialized teams who understand the intricacies of each industry. This allows us to craft strategies that are not only compliant but also innovative and effective in reaching the right stakeholders.How important is creativity in the current PR landscape, and how do you foster a creative mindset in your team while maintaining a focus on measurable results?Creativity is the lifeblood of PR—it’s what makes a campaign stand out. However, creativity is only good if it delivers results based on measurable outcomes. We also develop the creative psyche by encouraging our team to think outside of the box and challenge other conventional methods of doing things in PR. For instance, through brainstorming, we ask one another how we could integrate two seemingly incompatible elements into our campaign, such as experiential marketing or data visualization. In doing so, we always bring our creative ideas back to the client's KPI, so every campaign is not only inventive but also results-driven.As a leader, how do you inspire and manage your team at House of Communication to adapt and innovate in a highly competitive PR industry?Leading by example is crucial. I emphasize the importance of collaboration, continuous improvement, and staying curious. I encourage my team to take calculated risks and come up with innovative solutions, knowing that every challenge presents an opportunity to grow. We foster a culture of open communication where everyone’s ideas are valued. In an industry as dynamic as PR, adaptability is key, and I encourage my team to be agile by staying ahead of trends and being proactive rather than reactive.Looking ahead, what are your goals for the House of Communication in the next few years? Are there any new sectors or services you’re planning to explore?Looking ahead, I see House of Communication expanding its footprint in both new sectors and geographies. We have established ourselves across every sector and keenly look forward to exploring the emerging sectors. We continue to work on further strengthening our digital services in parallel. We have a few collaboration initiatives up in the air that will allow us to present more integrated marketing solutions for our clients. Ultimately, my aspiration is to build House of Communication as a full-service agency presenting end-to-end communication solutions all while maintaining our core of impactful, ROI-driven PR.

Sandipan Ghatak has taken on the role of Vice President of Corporate Marketing & Communications at Jubilant Bhartia Group. Prior to this, he served as Vice President and Head of Corporate Communications & CSR at Max Healthcare. In a LinkedIn post, he expressed his enthusiasm, stating, "Thrilled to announce my new role at Jubilant Bhartia Group as Vice President of Corporate Marketing & Communications for Jubilant Pharmova and Jubilant Ingrevia. Looking forward to this journey of growth and learning!"Ghatak brings over two decades of experience in the communications field, having worked in industries such as Telecommunications, FMCG, Consumer Health, QSR, and Travel. He has held significant positions in major organizations like Johnson & Johnson, PepsiCo, Bharti Airtel, among others.

Strategic communications consultancy Vero has named Paulus Soriano as Director for the Philippines, leading the Reputation+ team. With a diverse background in tech, FMCG, real estate, hospitality, and tourism, Paulus will drive creative solutions for clients and expand Vero's impact on initiatives promoting positive change locally and globally.He will also play a key role in advancing Vero's sustainability communications, working closely with Lin Kuek, Managing Director in Singapore and Head of Sustainability Communications for the region."I am grateful and excited to work with Vero and spearhead the expansion of our capabilities to meet the evolving needs of businesses in the Philippines and Southeast Asia. Through our work at Vero, we aim to address diverse client challenges, drive business success, and contribute to the Philippines and the region’s," said Paulus.Vero CEO, Brian Griffin, said: “We are thrilled to welcome Paulus to our team as we strengthen our presence and expand our capabilities in the Philippines. Paulus brings a unique set of skills that will be instrumental in achieving our business objectives, securing new clients, and broadening our service offerings across the Philippines and Southeast Asia.”

Abhishek Chauhan has been promoted to Director at Ola Electric, a move he announced on LinkedIn. In this new role, he will oversee Corporate Communications and PR for Ola Electric, Ola Consumer, and Ola Krutrim. Previously, Chauhan served as Associate Director. "I'm excited to share that I’ve started a new position as Director at Ola Electric," he stated in his LinkedIn post.Chauhan joined Ola Electric in March 2022 as Senior Manager of Corporate Communications. His career includes roles at Edelman, 20:20 MSL, and Zeno Group, among others. He is a seasoned professional with expertise in the automotive, technology, FMCG, and e-commerce sectors, as well as in public relations and corporate and crisis communication.

Weber Shandwick Australia has announced four key promotions within its team, reflecting the agency's ongoing growth across its consumer, technology, corporate, and healthcare practices.Jami Gandha has been elevated to Business Director and will take on the role after her maternity leave later this year. With over a decade of experience in consumer communications, Jami has led the consumer portfolio for numerous national and global brands, particularly in FMCG, fashion, and lifestyle sectors.Matthew Plant has been promoted to Senior Project Manager. Since joining Weber Shandwick in 2021, Matthew has been instrumental in managing projects across social, digital, and traditional media within various sectors.Tesree Appanna has advanced to the position of Senior Account Manager. Tesree has a robust background in creating and implementing strategic media relations programs for enterprise technology, startups, and financial services.Nicholas (Nick) Allison has been promoted to Senior Account Executive, further strengthening the agency's capabilities.These promotions underscore Weber Shandwick Australia's commitment to fostering talent and enhancing its service offerings across diverse industry sectors.

Elias Karam has announced his new position as Strategy Director at VML in a social media post. Elias transitions into this role with a rich background in finance, marketing communications, and advertising, marking another significant step in his career.With over six years of experience in the FMCG, telecommunications, banking, and education & culture sectors, Elias has a unique distinction of having worked on both the client and agency sides. His diverse expertise positions him well to lead strategic initiatives at VML.Previously, Elias led the Planning Department at Grey Dubai, overseeing multinational accounts and contributing to Grey’s Borderless Approach as a Strategy Lead for global accounts. Before his tenure at Grey Group, he served as a Senior Strategist at Ogilvy in Dubai.Elias’s career journey is a testament to his adaptability and strategic thinking. From his beginnings in finance to his impactful roles in marketing communications and advertising, he has consistently demonstrated excellence and innovation.VML looks forward to the strategic vision and leadership that Elias will bring to his new role, reinforcing the agency’s commitment to delivering exceptional value to its clients.

Varun Oberoi has been promoted to Vice President and Head of Marketing and Corporate Communications at Indo Nissin Foods, according to a recent update on LinkedIn. He previously held the position of Associate Vice President of Marketing and Corporate Communications and, before that, served as the AVP of Partner Brands at Indo Nissin Foods.With 19 years of experience in sales, marketing, and business development, Oberoi has a strong background in the FMCG sector. He has contributed to both established companies and startups, focusing on building businesses and revenue streams.Oberoi is an alumnus of MICA, Ahmedabad, and has also worked with The Walt Disney Company, Narang Danone Access, Wrigley, and CavinKare.

Today, we have Deepanshi Tandon, Director- Edelman Middle East, a highly motivated and results-oriented communications professional with a passion for brand building. Deepanshi’s journey with Edelman ME began just over a year ago, and in that short time, her dedication and expertise have propelled her to a well-deserved promotion to Director. Prior to joining Edelman, Deepanshi spent 14 years honing her skills in a diverse range of industries, from travel and hospitality to luxury and consumer health. Throughout her career, she's consistently demonstrated a strong work ethic and a commitment to continuous learning.Deepanshi thrives in cross-cultural environments and brings a global mindset to everything she does. Her ability to leverage diverse perspectives has been instrumental in delivering exceptional results for Edelman's clients. Let's delve deeper into Deepanshi's impressive career and her exciting future with Edelman ME.Congratulations on your promotion to Director role! Please share something about your journey.Thank you for your kind words. Reflecting on my journey, I can't help but feel immensely grateful for the experiences that have shaped me along the way.One standout highlight is from my time at OYO, when I was spearheading user engagement and influencer marketing initiatives for the brand. We embarked on a unique project, collaborating with an up-and-coming artist to create a rap song called "O YoYo". From brainstorming sessions to crafting the lyrics and fine-tuning the production with the artist, it felt less like work and more like a creative endeavor fueled by passion.Our goal was to resonate with OYO's audience in Tier I and Tier II towns in India, while also exploring influencer marketing as a revenue-generating avenue. The response surpassed our expectations; within just 24 hours of its release, the song went viral, leading to a remarkable 50,000 app downloads. Not only did this campaign yield significant returns on investment, but it also reinforced our brand's presence and resonance within our target demographic.The sheer joy of hearing colleagues chant "O YoYo" around the office and witnessing the song's widespread impact online validated the countless hours invested in ideation and execution. It served as a testament to the power of creative thinking and strategic marketing in driving tangible results.What made you shift to the UAE?I've always been drawn to working in environments that foster diversity, where people from various backgrounds and nationalities come together, crossing geographical boundaries. This dynamic atmosphere not only enriches my personal growth but also enhances my adaptability and understanding of different perspectives and cultural nuances.During my tenure as Brand Director at OYO, overseeing the European region, I had the privilege of working with a team comprised of individuals from Denmark, the Netherlands, Spain, Germany, Italy, and beyond. Collaborating with such a diverse group was an enriching experience, as each member brought their unique cultural insights and perspectives to the table.With this appreciation for diversity in mind, I saw the UAE as the ideal next step for both my personal and professional aspirations. The UAE epitomizes diversity, with people from a multitude of regions calling it home. It offered an unparalleled opportunity to immerse myself in a melting pot of cultures and perspectives, aligning perfectly with my values and goals.As the Director of Edelman Middle East, what strategies will you be implementing to navigate the unique cultural and business landscape of the region, and how will they differ from global strategies?At Edelman, our philosophy is rooted in the principle of thinking globally but acting locally. This means that while we draw upon our global expertise and best practices, we recognize the need to customize our approach to suit the specific needs and objectives of each client. There is no one-size-fits-all solution in our approach; instead, we prioritize understanding the client's business objectives, identifying the core issues at hand, and assessing any associated risks.In practice, this may entail taking a step back to reassess the situation with a fresh perspective, asking critical questions such as: What are the overarching objectives? What challenges are we aiming to address? Are there any potential risks involved?By adopting this client-centric approach, we can deliver tailored solutions that not only meet the business objectives but also effectively differentiate the brand or client we are serving. This strategy enables us to navigate the complexities of the Middle Eastern market while leveraging our global resources and expertise to drive success for our clients. Your career trajectory showcases a diverse range of industries, from lifestyle to FMCG to luxury. How has this breadth of experience shaped your approach to brand building and communications, particularly in the Middle East market?The Middle East presents a unique landscape where each country is deeply entrenched in its own rich culture and values, yet there exists a common thread that binds them together. This juxtaposition of cultural diversity and shared experiences makes brand building in the region both challenging and captivating.Despite the diversity of industries I've worked in, I’ve found that while the fundamentals of brand building remain constant, it's the execution and the ability to perceive strategies through a cultural lens that truly determines success. Delving into the intricacies of local customs, traditions, and consumer behaviors is essential in crafting compelling brand narratives and communication strategies that resonate deeply with the target audience.For me, this aspect of the job is particularly rewarding. Whether it's weaving captivating stories for lifestyle brands, driving market penetration for FMCG products, or cultivating an aura of exclusivity and allure for luxury offerings, the multidisciplinary nature of the work is where creativity thrives.Could you walk us through a project where you faced significant challenges and how you navigated them to ensure the delivery of high-quality results, maintaining both strategic vision and agility?This example is particularly interesting because it extends beyond the typical challenges encountered in office environments. When confronted with a crisis situation firsthand, alongside a group of media and clients, the true test of resolution emerges. This instance pertained to a cola brand, where the objective was to transcend conventional PR strategies, aiming for more impactful coverage, especially in mainstream newspapers and digital platforms.Spotting an opportune moment within one of their campaigns featuring a young mountaineer's attempt to summit Mt. Kanchenjunga, we saw a chance to showcase the brand's ethos of risk-taking in an innovative light. Thus, we orchestrated a groundbreaking press meet at the base camp of Mt. Kanchenjunga in Nepal with the mountaineer himself, striving for an authentic brand experience as he was returning from the summit.However, the unpredictability of nature and mountains is beyond human control. Unforeseen weather conditions left us stranded in the mountains for four days, presenting numerous challenges. Despite the adversity, we seized the opportunity to capture compelling content and forge genuine connections among the traveling group. Personally, it underscored the importance of mental and physical endurance. Quick thinking, compassionate leadership, and ensuring the safety of all became paramount.Fortunately, on the fourth day, we conducted interviews with the mountaineer in the most authentic setting amidst the valleys, resulting in over 500 stories across various media outlets, including front-page coverage in leading newspapers. This experience not only underscored the brand's adventurous spirit but also imparted valuable lessons in leadership, resilience, and self-awareness. Edelman is known for its emphasis on trust and reputation management.How do you ensure that these principles are effectively communicated and upheld in a diverse market like the Middle East?Trust and reputation management are fundamental pillars for Edelman globally, and we continue to prioritize them in the region. Our approach revolves around fostering open communication, understanding local insights, and upholding ethical standards to ensure these principles are effectively communicated and maintained.Firstly, by fostering transparent and authentic interactions with all stakeholders involved, we lay the foundation for trust to flourish. Secondly, we tailor our strategies to resonate with the unique cultural and social dynamics of each market within the Middle East. This entails conducting thorough research, engaging with local groups, and integrating cultural insights into our communication initiatives.Furthermore, we adhere to stringent ethical standards and best practices in all our endeavors. Upholding integrity and transparency in our actions not only reinforces trust with our clients and stakeholders but also strengthens our reputation as a trusted advisor in the region.With the rapid evolution of digital communication platforms, how do you ensure that Edelman stays ahead in leveraging these technologies for client engagement while respecting cultural sensitivities of the region?Edelman remains at the forefront in leveraging technologies for client engagement. In addition to having a dedicated digital practice led by a senior digital leader, we also integrate technologies across the group. Recognizing the significance of digital channels in engaging audiences, we continually harness the power of various platforms and tools to provide optimal solutions for our clients.Our commitment to staying ahead in digital engagement is further reinforced by our in-house platform, which offers comprehensive modules and training sessions. These resources empower our teams to navigate digital landscapes effectively, ensuring agility and responsiveness to evolving client needs, audience preferences and behaviors.