Mumbai: The PR industry in India is undergoing a transformative phase. With the rise of digital media and changing consumer behaviors, traditional PR practices are being reshaped. The focus is increasingly on creating authentic narratives and engaging with audiences through innovative digital channels. Brands are now seeking PR strategies that go beyond mere media placements, aiming for genuine connections and measurable impact.

Komal Rukhana co-founded Mint & Milk PR with a clear objective: to break away from the overpromise and superficiality that often tainted the industry. Her viral campaign for Sonakshi Sinha’s press-on nail brand SOEZI showcased her knack for out-of-the-box thinking. The campaign not only captured widespread attention but also set new standards for digital engagement. Under her leadership, Mint & Milk PR has also successfully positioned Kalki as a premium designer brand and represented international giants like French Connection and Invicta in India.

Indiantelevision.com caught up with Rukhana where she shared her views on the challenges and perks of building one of the most promising boutique agencies in such a competitive and volatile industry.

Edited excerpts

What inspired you to start Mint + Milk PR, and how did your early experiences shape your vision for the agency?

I have always had an entrepreneurial spirit.  When I explored the field of PR, I quickly realized it was not only something I loved but also something I excelled at. It was a field that challenged me, but still allowed me and pushed me to use my strengths. I have always been drawn to the idea of building something from the ground up and making a tangible impact. And as the co-founder of Mint + Milk PR, I could not only do that for my organization, but also be a part of that journey for my clients.

My early experiences in PR definitely gave me a clearer view of what works in this industry and what does not. My approach to work has always emphasized honesty, diligence, commitment, and organization. These values have been the foundation of Mint + Milk PR from the very beginning, and continue to shape till date how we operate, how we interact with clients, and how we approach every campaign.

How do you approach creating innovative and effective PR campaigns for your clients across diverse sectors?

Creating PR campaigns is often a process of trial and error. There will always be hits and misses, but that doesn’t deter us from exploring innovative ideas. Because at the end of the day, if I want to genuinely create an impact, I have to push the envelope and think of strategies that are out of the ordinary. That being said, our strategies are always underpinned by a thorough understanding of our clients’ brands, their goals, and their target audiences. We stay updated with market trends, consumer behavior, technological advancements, etc. So now, after years of experience and consistent research and learning, we have higher success rates to our creative campaigns.

Can you share some details about the most successful campaigns you have curated, such as MyMuse, SOEZI, and Kalki?

Honestly, there are so many brands out there right now, and everyone is coming up with such creative campaigns, that the only way to make sure your campaign is successful is to stay ahead of the curve. This means suggesting innovative campaign strategies tailored to your target audience, that not fit the brands’ brief but also their budget allocations.

For example, with SOEZI, since so many celebrities have been launching their brands these days, we strategically intertwined her brand launch with intriguing speculations of her engagement. With MyMuse, sexual wellness was a difficult subject to talk about in our country when the brand started back in 2021. So we had to be extremely careful and creative so as to not come across as offensive or vulgar, but instead shift the narrative from sex toys to intimate wellness, be it through media conversations or influencer content. For KALKI on the other hand, our task was to position them as a design-led brand. For this, we leveraged our relations with renowned fashion influencers, manifested couture exhibitions, and tapped into an exclusive and elite clientele.

How did the COVID-19 pandemic impact your agency, and what innovative methods did you implement to continue promoting brands effectively?

In all honesty, COVID-19 was a challenging phase, and there were times when we doubted the resurgence of our industry. But thankfully, we actually emerged stronger. Our biggest learning was that adaptiveness is the key to success. The quicker you move with the waves and the faster you mould and make decisions, better the chances of staying afloat and rebuilding.

Our first step was to creatively strategize digital launches and virtual events, so that our clients’ messaging reached their target audiences without the need for physical presence. We leveraged social media to amplify visibility for product launches, marketing activations, the brand founders. I think the pandemic really opened the world’s eyes to the extent of social media’s power to influence the audience, so much so that influencer collaborations are now an integral part of what we do for our clients.

What are some current trends in the PR industry that you believe will shape its future?

Firstly, I think the immersive use of AI is revolutionizing the way we analyze and deliver content. There are AI-powered tools that provide detailed insights into consumer behavior, market trends, and campaign performance by analyzing vast amounts of data. There are AI tools that will help ideate on and even create marketing material. There are AI tools for everything today. Secondly, authentic and data-driven narratives are becoming essential in building consumer trust in our client’s brands. Epecially given how saturated the market is right now with not only homegrown brands but also international brands coming to India. Also, cultivating strong brand partners and loyalists, particularly when it comes to influencer selections, is superbly important. Quality goes a long way than quantity here.

What is your long-term vision for Mint + Milk PR, and where do you see the agency in the next five to ten years?

We aim for further industry expansion and client diversity. We have been doing this year on year, but there’s still a lot more ground to cover and we’re looking forward to tapping into newer market segments. We also want to grow geographically and therein increase our market reach. A lot of homegrown brands are coming up in Tier 2 cities as well now, and we’re keen on working with them to amp up their visibility and awareness.

At the same time, we have also made plans for team development programs. We believe in investing in our team’s growth, and want to make sure they grow along with the agency.