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Tag: Gaurav Patra

  • 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.

  • Data-driven storytelling: The indispensable future of PR in India

    Data-driven storytelling: The indispensable future of PR in India

    Mumbai: The PR landscape in India is undergoing a seismic shift, and those who fail to evolve risk getting left behind. For too long, we’ve relied solely on anecdotes and gut instincts to shape narratives. But in today’s data-rich world, that approach is akin to navigating the vast Indian countryside without a map or compass. The smart guides – the true masters of their craft – understand that data holds the key to unlocking storytelling’s full potential. Data-driven storytelling isn’t just a buzzword; it is a critical mindset and capability that will separate PR leaders from the also-rans in the years ahead.

    Merging rich data with compelling storytelling holds the power to completely transform a PR strategy. From the high-stakes corporate battlefield to the chaos of national election campaigns, thoughtfully combining cold hard facts with artful narrative sculpting is what captures mindshare and shapes reputations. This cutting-edge approach transcends traditional PR tactics – it gets people truly invested in your story on a visceral level.

    The Power of Data

    India’s digital revolution has unleashed a torrent of data that holds immense potential for shaping narratives. Latest data shows that India has over 820 million active internet users, making it one of the largest and fastest-growing digital populations globally. This vast digital footprint generates a wealth of audience data that can inform and elevate our storytelling efforts. Data allows us to tailor our stories to the diverse cultural and linguistic nuances of India’s audiences. By leveraging data analytics tools, we can gain insights into regional preferences, consumption patterns, and audience behaviors, enabling us to craft narratives that resonate deeply with local communities.

    One of the most compelling ways to leverage data in storytelling is through data visualization. In a country where visuals hold immense sway, presenting data in visually striking and easily comprehensible formats can significantly amplify the impact of our narratives. Interactive dashboards, engaging infographics, and even short animated videos can transform complex data into captivating visual stories. A study by EY revealed that consumer data helps 54% of Indian marketers drive better marketing decisions. Data visualization remains essential to this quest for effective storytelling and decision-making.

    Combining Data and Emotion

    While data provides the foundation of our stories, emotions are the catalyst that truly resonates with audiences. Effective data-driven storytelling in India strikes a delicate balance between hard facts and emotional resonance, intertwining data with cultural narratives and human experiences. By weaving data into narratives that evoke emotions deeply rooted in Indian ethos, we can create stories that are not only informative but also emotionally compelling and memorable. This fusion of data and emotion is what sets apart truly exceptional PR campaigns from those that merely convey information.

    A case in point is the award-winning ‘Swachh Bharat Abhiyan’ campaign, which leveraged data visualization and storytelling to raise awareness about the importance of cleanliness and sanitation. By combining data on health and environmental impacts with emotionally resonant narratives, the campaign successfully engaged millions of Indians and catalyzed a nationwide movement.

    The Way Ahead

    As India continues its rapid digital transformation, the importance of data-driven storytelling will only intensify. PR professionals who embrace this approach will be better equipped to craft narratives that cut through the clutter, captivate audiences, and drive meaningful change. The future of PR in India lies in our ability to harness the power of data while retaining the art of storytelling. By combining these two elements, we can create narratives that are not only factual but also culturally relevant, emotionally resonant, and impactful.

    The author of this article is Value360 Communication co-founder Gaurav Patra.

  • The rise of influencer partnerships: Leveraging social media stars for PR success

    The rise of influencer partnerships: Leveraging social media stars for PR success

    Mumbai: Influencer marketing is not a new concept. It has been around for decades, in the form of celebrity endorsements, word-of-mouth recommendations, and testimonials. However, what has changed in recent years is the emergence and popularity of social media platforms, such as Instagram, YouTube Facebook, and X (formerly known as Twitter), that have given rise to a new breed of influencers: the social media stars. These are individuals who have built a loyal and engaged following online, by creating and sharing content that resonates with their audience. They are not necessarily famous or rich, but they have a powerful influence over their fans, who trust their opinions, advice, and recommendations.

    According to a report by PRCAI, the PR industry in India reached Rs 2,100 cr in 2022-23. Though conventional media relations continue to be the key revenue source for agencies, the revenue share of digital and social media services has also increased rapidly over the years. More and more brands are recognizing the potential and value of influencer marketing, and are investing in it as part of their PR strategy. But why is influencer marketing so effective? And how can it be leveraged for PR success?

    Influencer marketing can help reach and engage your target audience in a more authentic and organic way. Unlike traditional media, where you have to pay for advertising space or time, and compete with other brands for attention, influencer marketing allows you to tap into the existing network and relationship that influencers have with their followers. You can benefit from their credibility, expertise, and personality, and create a positive association between your brand and their content. For example, a beauty brand can partner with a beauty influencer who can showcase the company’s products, demonstrate how to use them, and share their honest feedback with their fans. This way, brands can reach a niche and relevant audience, who are more likely to be interested in your products, and trust the influencer’s endorsement.

    Influencer marketing can also help with generating more awareness, buzz, and word-of-mouth for brands. Social media platforms are designed to encourage sharing, commenting, and liking, which can amplify the reach and impact of your influencer campaigns. You can also leverage the power of hashtags, challenges, contests, and giveaways, to create more engagement and excitement around your brand. A travel brand may collaborate with a travel influencer who can create a hashtag challenge, where they invite their followers to share their travel stories, photos, or videos, using your brand’s hashtag. This way, you can create a viral effect, and expose your brand to a wider and diverse audience, who may not be aware of your brand otherwise.

    Influencers are also key to product discovery. A consumer trends survey by HubSpot found that 31% of social media users prefer to find out about new products through an influencer they follow rather than any other format or channel. The numbers are particularly high among Gen Z consumers, with 43% preferring influencers as a product discovery channel. Influencers also drive people’s purchase decisions. Among social media users aged 18-54, 21% have made a purchase as a result of an influencer’s recommendation. This shows that influencers can not only influence the awareness and perception of a brand, but also the purchase decisions of potential customers. There are several tactics which can be used to drive more conversions and sales from your influencer campaigns, such as providing discount codes, affiliate links, landing pages, or shoppable posts. These can help not just track and measure the performance of social media campaigns, but also incentivize the influencers and their followers to consider a particular brand’s products or services.

    However, influencer marketing is not a magic bullet that can guarantee PR success. It requires careful planning, execution, and evaluation, to ensure that you achieve your goals and objectives, and avoid any pitfalls or risks. First, you need to define your goals and objectives, and align them with your overall PR strategy. You need to ask yourself: what do you want to achieve from your influencer campaigns? Is it to increase your brand awareness, improve your reputation, drive more traffic, generate more leads, or boost your sales? Depending on your goals, choose the right metrics and KPIs to measure your success, such as reach, impressions, engagement, clicks, conversions, ROI, or customer satisfaction.

    Next, you need to identify and select the right influencers for your brand. You need to consider various factors, such as the size, relevance, and engagement of their audience, the quality and consistency of their content, the tone and style of their voice, the alignment and fit with your brand values and image, and the budget and expectations of the collaboration. You can use various tools and platforms to search and discover influencers in your niche, and analyze their performance and influence. You can also reach out to them directly, or through an agency or a network, and negotiate the terms and conditions of the collaboration.

    Once the right influencer is onboarded, you need to monitor and optimize your influencer campaigns, and evaluate their results and outcomes. You need to track and measure the performance of your campaigns, using the metrics and KPIs that you have defined earlier. Analyze the data and insights, and see how your campaigns are impacting your goals and objectives. Collecting and assessing the feedback and sentiment of the audience, and seeing how they are responding to the brand and associated influencers is also important. Identifying the strengths and weaknesses of campaigns, and seeing what is working and what is not leads to an optimized PR strategy that fetches better results.

    Influencer marketing is a powerful and effective PR tool, that can help you reach and engage your target audience, generate more awareness, buzz, and word-of-mouth for your brand, and drive more conversions and sales for your products or services. However, it is not a one-size-fits-all solution that can guarantee PR success. With careful planning, execution, and evaluation, influencer marketing can be leveraged to achieve the brands’ goals and objectives.

    The author of the article is Value360 Communication co-founder Gaurav Patra.

  • PR power: How tier 2 and tier 3 businesses soar in the festive frenzy

    PR power: How tier 2 and tier 3 businesses soar in the festive frenzy

    Mumbai: India is a country of festivals, where every occasion is celebrated with joy and enthusiasm. The festive season, which spans from September to January, is a time when consumers splurge on shopping, gifting, and indulging in various activities. According to a report by RedSeer Consulting, the festive season sales in 2022 reached a record high of $10.5 billion, registering a 30% growth over the previous year.

    While the festive season is a lucrative opportunity for businesses across the country, it is especially beneficial for those operating in tier 2 and tier 3 cities, which are witnessing a rapid growth in internet penetration, disposable income, and consumer aspirations. According to a report by MoEngage, tier 2 and tier 3 cities accounted for 65% of the online festive sales in 2022. These cities also offer a cost advantage, a large talent pool, and a diverse consumer base for businesses to tap into.

    However, to succeed in these markets, businesses need to overcome some challenges, such as low brand awareness, high competition, and changing consumer preferences. This is where public relations (PR) can play a vital role in driving business growth and creating a positive brand image. PR can help businesses communicate their value proposition, differentiate themselves from competitors, and engage with their target audience effectively.

    Amplifying Tier 2 and 3 Businesses in the Festive Rush

    In the fervor of the festive season, public relations (PR) emerges as a potent tool for catapulting tier 2 and 3 businesses to new heights. These businesses, often overlooked in the grand scheme of commerce, can benefit immensely from the strategic deployment of PR practices. One of the foremost ways in which PR can work its magic is through harnessing the expansive reach of digital media. In an era dominated by smartphones and social media, consumers residing in these emerging markets are progressively relying on online platforms to gather information about products and services. Here, PR takes center stage, assisting businesses in crafting compelling and relevant content that showcases their offerings, spotlights their unique selling propositions, and deftly addresses consumer pain points. This process also involves securing coveted coverage in influential online media platforms that cater specifically to these burgeoning markets, effectively enhancing a business’s visibility and credibility.

    Beyond digital media, PR functions as a pivotal ally in fostering trust and loyalty among a business’s existing customer base. With increasing environmental and social consciousness, consumers in tier 2 and 3 cities are placing a premium on brands that exhibit commitment to ethical and sustainable practices. Public relations plays a key role in bringing these initiatives to the forefront, highlighting a business’s environmental, social, and governance (ESG) policies and actions that underscore their dedication to making a positive societal and environmental impact. Customer testimonials and success stories, and awards serve as powerful tools, and PR facilitates the showcasing of these accolades, validating a brand’s quality and performance.

    Crafting Tailored Strategies to Meet Tier 2 and 3 Consumer Demands

    Another area where PR makes its impact felt during the festive season is in orchestrating the excitement surrounding promotional offers. This is executed with finesse by leveraging the considerable influence wielded by celebrities and influencers. In tier 2 and 3 cities, consumers often derive their purchasing decisions from the recommendations of personalities they admire and relate to. PR steps in to identify and collaborate with these relevant influencers and celebrities, facilitating their endorsement of products and services, thereby generating word-of-mouth and driving increased traffic and conversions. Businesses can also benefit from PR in orchestrating online events, contests, and campaigns that feature these influencers and celebrities, setting the stage for a jubilant festive atmosphere and stimulating heightened consumer interest.

    As consumer behavior undergoes dynamic changes during the festive season, PR becomes an invaluable instrument for businesses seeking to adapt and cater to evolving preferences. Consumers in tier 2 and 3 cities now demand more variety, enhanced quality, elevated convenience, and personalization in their purchases. In response, PR steps up by conducting comprehensive market research and analysis, meticulously observing and dissecting these shifting consumer dynamics. Surveys, focus groups, interviews, and social listening are among the tools wielded by PR to gain deeper insights into consumer sentiments and expectations. By harnessing these invaluable resources, businesses can further analyze trends, decipher crucial insights, and take advantage of consumer feedback to craft products, services, pricing strategies, packaging, delivery methods, and communication approaches that are acutely tailored to the unique demands of the festive season.

    The festive season is a golden opportunity for businesses in tier 2 and tier 3 cities to grow their sales, market share, and brand equity. To achieve this goal, they need to adopt a strategic approach that leverages the power of PR to connect with their customers effectively. By doing so, they can create a lasting impression on their customers’ minds and hearts that goes beyond the festive frenzy. It is important to note, however, that the narrative doesn’t end with the festive season. A well-executed PR strategy becomes the cornerstone for sustained growth. By building brand equity and fostering positive relationships with stakeholders, tier 2 and 3 businesses position themselves not just for a seasonal surge but for long-term success in the ever-evolving business landscape.

    The author of this article is Value360 Communication founder Gaurav Patra.

  • Popkorn Communications set to capture digital audiences

    Popkorn Communications set to capture digital audiences

    MUMBAI: Digital is the way forward and the media industry knows it well. There is a growing need to capture audiences that are internet savvy, and to cater to that need, PR agency Value 360 Communications has launched its online content marketing company, Popkorn Communications. The venture will focus on creating and marketing content for brands for the multiple digital platforms of the World Wide Web.  

     

    Popkorn Communications will establish a strong web presence, strategic brand promotion and responsive digital engagement. The company was spurred by the need to customise content that is unique as well as captivating for an audience that is constantly connected via the internet.

     

    “Today, there is a large amount of content floating online vying for the attention of internet users. We at Popkorn Communications seek to creatively place content that integrates your brand identity and message in such a way so as to be easily accessible, likeable as well as shareable. Our inherent expertise and seasoned experience of having dealt with clients across the board will help us comprehend and direct the right content for each brand we serve,” said Popkorn Communications founder Gaurav Patra.

     

    The company will help channelise and streamline content to drive brand forward as well as build a relationship with the target audience. Its bouquet of offerings include devising meaningful and relevant content marketing solutions in the form of article posting, e-newsletters, social media, blogs, video posting, case studies, infographics and mobile marketing.

     

    The company targets a range of verticals right from lifestyle, e-commerce, consumer technology, automobile, hospitality, entertainment, education, real estate and consumer durables.

     

    “The audience today is young, dynamic and increasingly mobile. Our challenge will be to grab their attention through content that could be a visually appealing comic strip, a hard hitting video or simply images that convey much more beyond words. The idea is to capture the essence of what a specific brand wishes to communicate to its audience and then do so using tools that are effective even if unconventional,” he added.