ITV

Category: PR & Communication

  • TOC deploys Cavalry to rewrite entertainment PR rules

    TOC deploys Cavalry to rewrite entertainment PR rules

    MUMBAI: The chaos of India’s entertainment market has left a gap, stories get lost in noise. Enter Cavalry Media, a full-service entertainment division from The Other Circle (TOC), designed to make headlines that actually stick. This is not about fleeting coverage; it’s about building narratives that linger in the cultural imagination.

    Cavalry will focus on high-velocity entertainment ecosystems, including Hindi cinema, OTT platforms, creators, musicians, celebrities, and elite sports. Its approach is clear, replace scattergun PR with carefully targeted campaigns that integrate media strategy, digital IP, data analytics, and brand tie-ups.

    TOC founder and CEO Aakanksha Gupta said, “Authentic storytelling is the only currency that lasts. Cavalry scales this philosophy, blending creativity with intelligence to ensure clients don’t just participate in culture, they lead it.”

    Cavalry group head of entertainment Prathmesh Chavan added, “The modern audience is too savvy for reactive PR. Every launch, every film, every debut becomes a cultural moment, structured to endure well beyond opening weekend.”

    Cavalry offers a 360-degree approach, including influencer campaigns, experiential activations, crisis management, and intellectual property development. The division inherits TOC’s 12-year legacy, boasting collaborations with some of India’s most influential names: Sonam Kapoor, Kalki Koechlin, Bhuvan Bam, Rishabh Pant, Armaan Malik, Abhishek Sharma, Santanu Hazarika, and Upasana Kamineni Konidela.

    With Cavalry, TOC is not just making noise; it’s composing a symphony of stories designed to resonate, endure, and lead the conversation.

  • Hospitality PR veteran swaps solo consultancy for corporate suite

    Hospitality PR veteran swaps solo consultancy for corporate suite

    BENGALURU: After six years and eight months steering her own ship, Gayatri Dravid has docked at Rosetta Hospitality this September as group head for corporate communications and marketing—trading the freedoms of consultancy for the clout of a corporate corner office in Bengaluru.

    Dravid launched Gayatri Dravid PR in February 2019, carving out a niche in hospitality and travel communications after a decade-plus climbing the industry ladder. The move followed a near-two-year stint as associate vice president for communications at RMZ Corp, where she honed her skills in corporate messaging for one of India’s largest real estate developers.

    Before going solo, Dravid spent over three years as director of PR and strategy at Quo Global’s India operations, the Thai multinational specialising in hospitality branding. There she positioned India’s first Pullman hotel and North India’s first Novotel at New Delhi Airport, orchestrated launches for seven hotels across Asia in three years for Onyx Hospitality group, and developed the complete visual identity—logo, colour palette, tone—for Tiger Palace Resort and Casino’s Nepal debut.

    Her CV reads like a greatest-hits compilation of India’s luxury hotel landscape. She led pre-opening communications for the 523-room JW Marriott New Delhi Aerocity in 2012, JW’s first launch in the capital. Before that, nearly three years at The Leela Palaces saw her spearhead PR for the group’s flagship property in New Delhi, manage award-winning resorts in Goa, Kovalam and Udaipur, and launch ESPA spa and Warren Tricomi salon partnerships. She even copy-edited The Leela’s first coffee-table book.

    Earlier stops included Genesis Burson-Marsteller, where she handled Channel [v], Royal Bank of Scotland and Lakmé Fashion Week, and a year teaching business communications in Pune as guest faculty for the London Chamber of Commerce and Industry.

    Now Dravid returns to the mothership—not as consultant, but commander. Rosetta just hired someone who’s spent 17 years learning every trick in the hospitality playbook.

  • PR agency Adgcraft plants flag in India’s tech capital

    PR agency Adgcraft plants flag in India’s tech capital

    BENGALURU: Every PR agency in India eventually opens a Bengaluru office. Adgcraft has now joined the queue. The Noida-based communications firm, founded in 2021, launched its sixth office in the Karnataka capital, positioning itself to service clients from India’s sprawling startup and technology ecosystem.

    The new operation at Awfis, Samrah Plaza in Ashok Nagar targets startups, corporates, tech firms and artificial intelligence companies—basically anyone with a pulse and a communications budget in a city teeming with thousands of IT companies and global tech giants. Adgcraft already works with over 200 brands across banking, lifestyle, hospitality and emerging tech. The Bengaluru push aims to deepen that roster whilst building a 25-person team by 2026.

    Adgcraft managing director Abhinay Kumar Singh delivered the obligatory enthusiasm. “We are excited to open our new office in Bengaluru, the tech capital of India,” he said, calling the expansion a step towards “empowering brands by combining creativity with strategy.” The agency’s motto—”Your story is your strength, and communication is ours”—suggests it’s not shy about self-promotion.

    Adgcraft operates three verticals: Adgcraft Communications, Adgcraft AI and Adgcraft Global. The Bengaluru office will drive operations in social media, performance marketing, video production and event management, alongside traditional PR mandates like media relations, crisis communications and reputation management. The agency claims experience with international clients from the US, south Korea and other markets, though it didn’t name them.

    Four years is lightning speed in the agency world. Adgcraft has already spread across Noida, Lucknow, Mumbai and Gujarat before landing in Bengaluru. Whether that pace reflects genuine growth or overextension remains to be seen. India’s PR industry is fragmented and fiercely competitive, with established players like Adfactors, Genesis BCW and Weber Shandwick dominating corporate mandates whilst boutique agencies chase startups.
    Singh claims that Adgcraft is “one of India’s most trusted PR agencies.” Trust takes time to build, especially in an industry where reputation is currency; and he seems to have managed to gain it, going by the number of clients on the agency’s roster.

    Bengaluru offers plenty of opportunity, but also plenty of rivals who’ve been working the city’s startups and tech giants for decades. Adgcraft’s challenge is  going to be proving it can deliver results that justify the expansion into the tech gold mine.

  • Communications veteran moves to realise Value 360’s growth ambitions

    Communications veteran moves to realise Value 360’s growth ambitions

    NEW DELHI: Abhishek Dikshit, a communications specialist with over 20 years of experience crafting narratives for global brands, has joined Value 360 as vice-president. The appointment signals the PR firm’s intent to accelerate its evolution from challenger to trusted partner in India’s competitive communications landscape.

    Dikshit arrives from Kaizzen, where he spent four years as associate vice-president leading campaigns for healthcare, IT, energy and infrastructure clients. His portfolio included high-profile mandates for CMRI Hospital, Cairn Energy, FabIndia and BM Birla, among others.

    The new hire brings particular expertise in crisis management—a skill that earned his previous firm PR Professionals two golds. His crisis communication blueprint helped clients navigate reputational challenges whilst maintaining stakeholder trust.

    Before his agency stint,  Dikshit spent over four years at Amway India, where he led corporate communications across north India. His CSR initiatives there earned him the company’s regional trophy for three consecutive years and a spot representing India at Amway’s global CSR summit in Michigan in 2013.

    His career spans blue-chip clients including Google, Intel, Volkswagen, Canon and TataSky. At 20:20 Media, he orchestrated regional campaigns across 10 states, amplifying brand visibility for technology and automotive brands in tier-one and emerging markets.

    The appointment comes as Value 360 seeks to capitalise on India’s growing demand for strategic communications. The firm, led by Kunal Kishore, Gaurav Patra and Manisha Chaudhary, has built its reputation on what it calls a “will do” culture—emphasising execution over promises.

    Dikshit holds a postgraduate diploma in mass communication from Jaipuria Institute of Management and is certified in digital marketing. His approach combines traditional storytelling with data-driven strategy, tailored for diverse audience ecosystems across traditional, digital and owned media platforms.

    “In a world full of noise, the power of communication lies in crafting clarity that connects,” Dikshit said, outlining his philosophy as he settles into his new role.

  • Wipro marks 20 years of its global run with record turnout

    Wipro marks 20 years of its global run with record turnout

    BENGALURU: Wipro’s annual Spirit of Wipro Run hit a milestone on Sunday as over 62,000 employees, families, clients and partners pounded the streets in more than 100 cities worldwide.

    Executive chairman Rishad Premji flagged off the flagship event at Bengaluru’s Sree Kanteerava Stadium, while chief executive and managing director Srini Pallia led the East Brunswick, New Jersey leg. Bengaluru alone drew 14,000 runners, the highest ever.

    “This year we celebrate not just a number, but the spirit of togetherness that defines Wipro,” said Saurabh Govil, chief human resources officer.

    Each registration is matched by a corporate donation through Wipro Cares, aiding more than 85 non-profits in healthcare, education and environmental projects. The run unites employees of Wipro Limited, Wipro Enterprises, Premji Invest, the Azim Premji Foundation and Azim Premji University.

    The event dovetailed with the Wipro Bengaluru Marathon, where 35,000 runners—including elite athletes—took part. Wipro remains title sponsor for the third year running.

  • Plum Benefits picks The Mavericks India as communications partner

    Plum Benefits picks The Mavericks India as communications partner

    MUMBAI: Plum India’s leading employee health benefits platform, has awarded its strategic communications mandate to The Mavericks India, an integrated marketing communications agency known for its brand storytelling and thought leadership expertise.

    Operating at the crossroads of technology, healthcare, and benefits innovation, Plum has steadily evolved from providing modern health benefits to startups and enterprises into a holistic healthcare ecosystem. Its offerings now span insurance, wellness, and preventive care, with recent forays into personal and business insurance, ensuring seamless protection for organisations and individuals alike.

    Under the new mandate, The Mavericks India will strengthen Plum’s communications across key touchpoints, building corporate reputation, stakeholder visibility, and a compelling brand narrative. The partnership will focus on amplifying Plum’s mission of making quality health protection, ranging from preventive healthcare and group benefits to individual coverage, a fundamental workplace right.

    Commenting on the collaboration, Plum Benefits, senior vice president, marketing, Shreyas Achar said, “At Plum, we are deeply invested in changing the way India views employee wellbeing. With The Mavericks India as our strategic communications partner, we are excited to craft a narrative that aligns with our purpose, resonates with our audience, and champions the role of health security in today’s workplaces.”

    The Mavericks India, co-founder and ceo, Chetan Mahajan added, “Plum is a trailblazer in the insurtech and employee benefits ecosystem, disrupting traditional models with empathy, technology, and innovation at its core. We are honoured to partner with a brand creating systemic change for millions of employees and employers. Our goal will be to shape authentic, insight-led communications that strengthen Plum’s leadership and connect deeply with stakeholders.”

    With the tie-up, Plum aims to sharpen its industry voice as it accelerates its expansion into business and personal insurance, setting the pace for a new era of employee wellbeing in India.

  • The Hype Studio teams up with Kaydence to amplify advocacy in PR

    The Hype Studio teams up with Kaydence to amplify advocacy in PR

    MUMBAI: The Hype Studio is adding fresh firepower to its advocacy game. The fast-growing communications consultancy has struck a strategic partnership with Kaydence Media Ventures to sharpen its leadership in bespoke PR while unlocking new frontiers in the Middle East, Africa and Asia-Pacific.

    Known for its agile, insight-driven approach, The Hype Studio has carved a reputation as one of India’s most ambitious players in public relations. By aligning with Kaydence Media Ventures, the firm says it is ready to blend creativity with precision-led execution to deliver campaigns that cut through policy, business and cultural complexity.

    “At Kaydence Media Ventures, we believe in aligning with partners who share our commitment to excellence and innovation in storytelling,” said Kaydence Media Ventures, managing director and chief executive, Savio Rodrigues. “Our partnership with The Hype Studio reflects a shared vision to elevate advocacy communications with a balance of creativity, strategy and measurable impact.”

    For The Hype Studio, the tie-up is more than a handshake. “This partnership marks a significant milestone in our journey,” said director of business and strategic partnerships, Aman Uppal. “Kaydence Media Ventures’ proven expertise perfectly complements our own, enabling us to craft campaigns that champion causes, drive conversations and deliver transformative results.”

    The consultancy has made its name by fusing agility with polish, consistently setting benchmarks in client-centric advocacy and communications. With this deal, it looks set to widen its canvas, scale its influence, and entrench its position as a trusted counsel for brands seeking not just visibility but impact.

     

  • DDB Tribal ropes in Anusheela Saha as new creative head

    DDB Tribal ropes in Anusheela Saha as new creative head

    MUMBAI: Talk about a creative twist in the plot. DDB Tribal has brought on board Anusheela Saha as its new creative head, marking a fresh chapter for the Gurugram-based agency within the DDB Mudra Group.

    Saha moves from FCB India, where she was national creative director, spearheading campaigns that paired emotional resonance with cultural impact. With more than two decades of experience at agencies such as Cheil and FCB, she has built a portfolio spanning Unilever, KFC, Mahindra Automobiles, Uber, Google, Samsung, UN AIDS and the Times of India. Her work has earned recognition at Cannes Lions, D&AD, One Show, Clio Awards, Spikes Asia and Kyoorius.

    Notable among her projects is ‘Unbox Me’, which shines a light on gender identity in children and sparks conversations well beyond the advertising world. She marked a personal milestone when she stepped into her FCB role as a new mother.

    Saha will report to DDB Mudra Group, chief creative officer, Rahul Mathew, taking over from Iraj Fraz who transitions into a new role within the company.

    “Over the last few years, we’ve seen DDB Tribal grow stronger and more confident,” Mathew said. “Anusheela will help take this growth into its next phase. She shares many of the values we hold dear, especially when it comes to big ideas and craft.”

    Saha added, “For me DDB is the perfect alignment of culture, creative vision and leadership. I look forward to partnering with Rahul, Ashutosh and the team to take this legacy forward.”

  • Adfactors PR appoints Shilpa Desai to drive digital and innovation in BFSI and capital markets

    Adfactors PR appoints Shilpa Desai to drive digital and innovation in BFSI and capital markets

    MUMBAI: Adfactors PR has named Shilpa Desai as senior vice-president – digital and innovation for its BFSI and capital markets practices, a move that signals the firm’s intent to hardwire digital transformation into its core financial services offering. Working with the founders and senior leadership, Desai will design and execute initiatives that expand digital capabilities, integrate analytics, and build innovation-led systems to deliver sharper impact for clients and future-proof the organisation.

    With over 20 years of experience, Desai is no stranger to India’s financial sector. She began her career at ICICI Bank before moving to Standard Chartered, where she built the digital marketing practice for India and South Asia. At IDFC Bank, she was part of the founding team, launching the bank in 2015 and later setting up its digital business and marketing analytics functions. She went on to lead brand and marketing at Fullerton India and, most recently, served as executive vice-president and head of marketing at HDFC Ergo.

    In parallel, Desai has also run her own consultancy, Digital by Design, advising institutions on digital-first marketing and transformation. An engineer with an MBA, she is currently pursuing a PhD in management at IIT Bombay, adding academic rigour to her industry experience.

    Her appointment comes as Adfactors PR doubles down on its BFSI and capital markets verticals, a cornerstone of its business. The firm said Desai’s remit will be to strengthen its ability to offer integrated, data-rich, innovation-driven communications solutions at a time when fintech disruption, digital adoption and AI-led marketing are rewriting the rules of engagement.

    Industry watchers say the hire reflects both client expectations and competitive pressure. As BFSI players accelerate digital adoption, PR firms are under pressure to match pace with insight-driven, technology-enabled campaigns that deliver measurable outcomes.

    Adfactors PR, already the largest PR consultancy in India, is betting that Desai’s blend of operational depth, digital vision and sectoral expertise will give it an edge in a market where communications is increasingly inseparable from data and technology.

  • Gitika Sharan takes charge of marketing at Wadhwani AI Global

    Gitika Sharan takes charge of marketing at Wadhwani AI Global

    MUMBAI: Gitika Sharan has been appointed head of marketing and communications at Wadhwani AI Global, the artificial intelligence non-profit applying technology to solve challenges in the Global South.

    Sharan joins from Welspun World, where she was general manager martech. Before that, she spent over four years at Indira IVF group, heading internal and external communications, CSR and ESG initiatives, and franchisee operations. Her earlier stints included senior communications roles at Platinum Guild International, MSL Group, Ogilvy PR and Burson.

    In her new role, Sharan will shape Wadhwani AI Global’s brand voice and outreach as it works on AI-led interventions in agriculture, public health and other development priorities. 

    “We are applying AI to address some of the most pressing challenges in the Global South… the focus is on ensuring technology truly serves communities and creates sustainable impact,” she said.