Karthik Srinivasan

A very interesting view on how marketing has to delve into deeper than normal qualitative or quantitative insights. Neuroscience can help! #marketing #branding #humanbehaviour #consumer #behaviour #communications ET BrandEquity https://lnkd.in/db5K8ER3

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This raises some very crucial questions about the growth of the PR agency model in India. Sampark, PR pundit, Genesis, PRactice, Clea were the first set of original firestarters ...the original rebels...in the Indian PR industry and a lot of us cheered on as it grew and grew and grew. These models laid the path for others to follow as they chalked out possible models of growth. Every move after Vaishnavi PR went down was scrutinized but in the last decade PR seemed to have come in its own with investments, M& A , partnerships and collaborations ruling the roost. In all these the original principals are still around. What happens when the principals move out for good. Is Sampark the first of many ? However you put it, it poses some serious questions about agency growth. Key ones being... ➡ Is an agency successful only when it is founder-led? ➡ What is then a succession plan? ➡ Will this ever be a scalable business that can grow without M&A ? ➡ What is the best possible model for PR agency growth in India ? ➡ Do international agency models and Indian cultural sentiment not align? #pr #publicrelations #prindustry Paarul Chand Aakriti Bhargava Raghavendra Rao Nidhi Agarwal Pooja Trehan Sonali Sokhal Chhavi Dang Manjuu Rangarajan Sandeep Rao Sudhakar Rao Praveen Singh Malini Sharma Thakur Komal Lath Suhasini Mehta UDITA DUTTA (Hiring at all Levels) Roshan Mohan Amulya Nagaraj Kritika Lalchandani Kaajal Gadhia Budhbhatti Urmila Biswas

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Stress ! This is an honest conversation I had with Sanjay Arora, may be a couple of months after I joined ANTS Digital Pvt. Ltd. In 2021 The agency life when viewed from the positive prism is lively, lovely, exciting, gives you so many opportunities which are versatile. The other way or when viewed from a less positive prism is it’s #stressful to deal with so many clients. Everyday is a new adventure, there is a new problem statement, there are multiple deliverables. Your brain needs to switch from one brand to another and there is internal coordination and client expectation management. I was a little overwhelmed with too many things at a time. So, coming back to the question I asked Sanjay - how do you deal with this stress? He said, #DeliveringEachDay is the only thing we can do to avoid stress. Stress emanates from #overthinking about something that is actually easier to execute. Thinking a lot instead of executing. Lack of #Planning. #Procrastination #LackofDeepFocus The universities teach the subject but these are soft skills one needs to build over time. Not giving a sermon but I had been a person with lot of stress for many years. I used to think a lot about what all could go wrong. But over years I only realised that you have to do what you can do within your capability, by giving your 100%. Beyond that it’s not in your purview to worry about the result. Again, simple truth from #Bhagawadgita. It doesn’t say that do not act. It says act to best of your capacity, but do not stress over outcome. Stress is often made in mind! I am still not 100% stress free but I am definitely better off - in terms of planning, giving my best, being focused and thinking less about outcomes. To be honest, clients expect sincere efforts. They help and pitch in too to make things work. Making a brand work is not just upon the agency it’s upon the client too. Clients are not looking for magicians, they are looking for sincere people who can share their vision and bring their vision alive in the best possible manner!

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Safalta.com recently organized an insightful masterclass session on "Pioneering Marketing Technology in India," featuring Prasun Kumar, Chief Marketing Officer of Magic Bricks. With over 25 years of experience in telecommunications, advertising, marketing, and communications, Mr. Kumar shared his profound insights on the evolving role of marketing in driving business growth. He emphasized that marketing is the growth engine of any organization, requiring fundamental skills in finance, sales, and product development. He noted that without these core competencies, sustaining a business is challenging. Mr. Kumar highlighted how, over the past decade, brand communication has evolved from traditional methods to real-time, person-to-person interaction. Today, brands can instantly gather feedback, address complaints, and respond to customer suggestions, fostering stronger relationships with consumers. Discussing the qualities essential for every marketer, he underscored the importance of prioritizing customer interests in both products and services. He shared his admiration for Steve Jobs, who, though not a marketer, built Apple into a high-value, premium brand. Mr. Kumar observed how Apple's production in India over the last 20 years and its unique marketing strategy have made owning an Apple product a dream for many Indians. Mr. Kumar also addressed the shrinking attention span of modern viewers, advising marketers to create impactful content that conveys key messages in 30 seconds to one minute. Such concise content, he explained, is more likely to drive sales and effectively convince viewers of the product's value. Highlighting technology’s transformative role in marketing, Mr. Kumar remarked that in the 21st century, no company can thrive without embracing technological advancements. By tracking young consumers’ social media footprints, brands are able to craft personalized strategies that foster loyalty and enhance service delivery. When asked about launching a new brand, he expressed that it would embody the qualities of companies like Amazon, Facebook, Uber, Ola, Zomato, and Swiggy—brands that have thrived through strategies rooted deeply in the Indian landscape. Lastly, Mr. Kumar spoke about learning from failures, especially for startups. He pointed out that innovative ideas are always welcomed, but not every venture will succeed immediately. He encouraged entrepreneurs to learn from setbacks, conduct thorough research, and return with fresh, refined ideas that contribute positively to the economy and society. We extend our gratitude to Mr. Prasun Kumar for inspiring Safalta students and offering such valuable insights into marketing and technology in today's fast-evolving landscape.

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Last Friday, over a breakfast meeting, I had the opportunity to interact with communications leaders from different GCCs. Brought together by the dynamic duo--the inimitable Amith Prabhu and the astute Sarika Chavan (they've written a new book, more on that in a later post!)...and enabled by Aman Gupta and Shivani Gupta from SPAG FINN. It was an interesting conversation about how GCCs can create a differentiated brand positioning in the ever crowded 'talent market'. Many of my friends, peers and colleagues would have heard me say it is all about getting the fundamentals right. And that was reiterated for me as my main take away from the conversations with my fellow communicators in the room. And since these are fundamentals, they will apply to any communications and brand positioning program...be it for a GCC, or a tech product company, or a fashion lifestyle brand, or for a B2B / B2C business. As I see it, these 3 stand out: 1. Know your product - In building an employer brand, it is organization culture that is your key product. Know what matters to your audience and what levers will resonate. For a tech product company, it is about knowing what business need / problem statement your product solves...or if you are a fashion brand, what's unique about your product? 2. Know your audience - We have the Gen X, Millennials, Gen Z, Gen Alpha...each want something different from your brand - as employees, as customers. Invest in understanding your audience, what they want and need, and how they perceive your brand. Is that in alignment with your brand goals? 3. Get your narrative right - Who you are, who your audience is, and what you want to be to your audience is what will define your narrative. And that is the narrative which if told right--in the relevant channels and formats--will connect and resonate with your audience! As a brand and communications professional, there will be many new and disrupting forces you'd have to navigate: the surge of digital / new age media, blurring of lines between PR and marketing, AI and it's impact on brands. Getting these 3 fundamentals right and strong will always hold you in good stead. Any other core themes which are industry agnostic and I've not covered? Please share in comments.... Thank you to the amazing and wonderful communications professionals who shared their learnings and experiences: Tinu Cherian Abraham Neeta Sharma Pooja Thakran Sunita Venugopal SCMP® Melissa Arulappan Tina Jose Mili Sinha Sarah D'Souza Sivaram Kanthimathinathan Sreedhanya Shanmughan Shilpi Yadav Sahifa Mehta Ira Pradhan Tithi Sarkar Tuhina Pandey Shirsha Majumder Deepika Chaurasia Arun Sudhaman

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PR Lesson in Visual Communication: How Transparency Helps Spiritual Figures Build Lasting Credibility • Power of Visual Consistency: In PR, aligning visuals with messaging is key. For spiritual figures, every choice—down to a luxury bag—carries weight in shaping public perception. • Transparency as a PR Tool: Openness about lifestyle choices can help leaders manage expectations. Osho, for example, was transparent about materialism and his opulent lifestyle. • Selective Scrutiny in the Digital Age: Younger, relatable figures like Jaya Kishori face heightened scrutiny, underscoring the importance of a consistent narrative in building credibility. • Visual Cues and Audience Trust: Effective PR involves recognising that visuals—especially in social media—require careful alignment. • Lasting Impact Through Authenticity: Leaders who proactively address and align their public image with their teachings and personal lifestyles can strengthen their brand.

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The least important thing in PR 👇 Knowing the media. But it is given the maximum weightage. 🤷‍♂️ The most important thing in PR 👇 Knowing the audience. Ironically, it is given the least weightage. 🤷‍♂️ #PublicRelations #Marketing #StrategyVerse

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An interesting must read.

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*Navigating the Evolving World of PR* I recently spoke to ADGULLY and discussed how the Public Relations landscape has transformed. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients. My Journey at NIIT Limited so far... At NIIT, we've embraced a digital-first strategy, prioritizing seamless user experiences and personalized content to engage both individual learners and corporate clients. Staying ahead in this dynamic industry requires agility and constant innovation, and that's what excites me the most about my role. Crucial to this journey has been positioning NIIT as a thought leader and leveraging omnichannel, data-driven strategies to ensure consistent messaging. Crisis management, honed through experience, is also a vital part of our approach, focusing on preparedness and swift, transparent communication. I encourage you to read more about my thoughts and experiences on understanding how brands can remain relevant in today’s fast-paced world, here: https://lnkd.in/gPt9KSMt #PublicRelations #PRLeadership #CrisisManagement #DigitalStrategy #ThoughtLeadership #BrandPositioning #CorporateCommunications #OmnichannelMarketing #DataDrivenPR #BrandVisibility #NIIT #InnovationInPR #PRTrends

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These PR firms can help drive effective strategic communication initiatives for Indian and global entities looking to stand out in a challenging Indian market and boost media visibility.

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The PR industry stands at a precipice. Can it successfully metamorphose from a purveyor of press releases to a strategic partner driving business impact? Or will it succumb to the increasing pressures of a digital age demanding authenticity, transparency, and tangible results? Only time will tell.

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CGI: Redefining Brand Storytelling in 2024 In an era where attention is fleeting, storytelling through technology has become a game changer for brands. As I explore the latest CGI-driven campaigns, it’s evident that brands leverage this technology not just to market products but to forge deeper emotional connections with their audiences. Amul (GCMMF)’s “Expansion to USA” campaign in 2024 exemplifies this shift. This initiative transcended a standard market entry; it was a cultural integration. By utilizing CGI to reintroduce the beloved Amul Girl, the brand brought a piece of India to American consumers, seamlessly blending tradition with modernity. The vibrant visuals and heartfelt storytelling captured attention and reinforced Amul’s core values—trust, nostalgia, and family. Nike’s “The Future of Sport” campaign, launched in early 2024, showcases how CGI creates immersive experiences that celebrate athletes’ journeys. By employing cutting-edge visual effects, Nike highlighted their products while telling compelling stories about perseverance and triumph. This solidified Nike’s brand identity as one that champions authenticity and inspires passion among consumers. Ray-Ban’s “Shades of Reality” campaign, which debuted in mid-2024, utilized CGI to craft a captivating digital experience showcasing their sunglasses against vibrant urban backdrops. This campaign connected product use to contemporary culture, appealing to younger audiences through stunning visuals and relatable scenarios. The Coca-Cola Company’s “Real Magic” campaign in 2024 further illustrates CGI’s potential. By enhancing everyday moments with digital effects, Coca-Cola conveyed the joy of sharing a Coke, reinforcing its brand message of togetherness and happiness. Across these campaigns, key strategies emerge that highlight the role of CGI in modern marketing: PR: Each brand skillfully employed storytelling to evoke emotional responses, fostering strong connections with consumers. Branding: Core values were seamlessly woven into CGI visuals, allowing deeper resonance with target audiences. Marketing: Focusing on immersive experiences and shareable content effectively increased engagement and loyalty in a competitive market. Effective storytelling requires more than stunning visuals; it necessitates the thoughtful integration of visual strategies within a cohesive branding and PR framework. The challenge lies in ensuring creativity aligns with strategic intent. As professionals in this space, we have the responsibility to leverage CGI thoughtfully. How are you using CGI to enhance your brand narrative? Share your insights in the comments! Let’s elevate engagement and seize the #CGI wave together! #DigitalMarketing #CorporateCommunication #PublicRelations #MarketingStrategy #Innovation

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Thanks ET BrandEquity National PR Day - An ETBrand Equity Special On National PR Day, ETBrandEquity conducted a live chat on professional networking platform, LinkedIn. The conversation brought into focus the tales and travails in the lives of PRs at the workplace and how one could find a way out of the maze and decode the future of communications in the digital era. Bhaskar Majumdar, Head - Marketing communication, CSR and digital Egis - South Asia, Egis India spoke on the evolution of storytelling in communication with an emphasis on organic and earned media. “Telling a story is like painting a picture with words. While everyone can tell a story, certain people fine-tune their storytelling skills and become a storyteller on behalf of their organisation, brand, or business. Storytelling can’t be mastered overnight. It takes practice…but it is worth it as there is nothing more powerful than making your content and news relatable to your audience. ~ Creativity has always been the way out of the crisis." Bhavya Sharma Prasad Sangameshwaran Satrajit Sen Nikhil Bharadwaj Bhavika Sharma Varun Markande CommsAdda Mrinall Dey (He/Him) Jyotsna Dash Nanda Raja Ghoshal Amrit Ahuja Arun Arora Manu Kumar

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𝗕𝗿𝗮𝗻𝗱 𝗺𝗲𝗲𝘁𝘀 𝗕𝗼𝗹𝗹𝘆𝘄𝗼𝗼𝗱: Brand partnerships and placements in Bollywood have become a classic strategy, blending cinematic magic with commercial prowess. From Coca-Cola’s seamless placements in Taal to ICICI’s presence in Baghban and trendsetting brands like Mokobara in Crew, Bollywood has proven to be a fertile ground for brand stories. 𝗣𝗲𝗿𝗸𝘀 𝗼𝗳 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗶𝗻 𝗺𝗼𝘃𝗶𝗲𝘀: 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: With minimal distractions, moviegoers are fully immersed in the story, providing a captive audience. 𝗘𝗺𝗼𝘁𝗶𝗼𝗻𝗮𝗹 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻: Movies offer a golden opportunity for brands to bond with audiences on an emotional level, keeping their attention for a solid 1.5 to 3 hours. 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝘆 𝗛𝗮𝗹𝗼 𝗘𝗳𝗳𝗲𝗰𝘁: When a celebrity endorses a brand, it amplifies the promotion, leveraging their star power. 𝗔 𝗥𝗲𝗴𝗮𝗹 𝗔𝗳𝗳𝗮𝗶𝗿: 𝗧𝗮𝗻𝗶𝘀𝗵𝗾 𝗮𝗻𝗱 𝗝𝗼𝗱𝗵𝗮 𝗔𝗸𝗯𝗮𝗿 Among all these brand and Bollywood collaborations, Tanishq’s partnership with Jodha Akbar stands as a shining example. The film provided a majestic backdrop for Tanishq’s stunning jewelry, perfectly matching the film’s narrative. The cherry on top? The regal role was played by the former Miss World herself, Aishwarya Rai. Tanishq didn’t just showcase its exquisite craftsmanship; it embarked on a journey of creativity. Two hundred artisans dedicated 600 days to craft the 400 kg of gold and precious stones used to recreate the grandeur of Mughal-era jewelry. The intricate process involved deep research into Mughal and Rajput motifs, including studies of 16th-century miniature paintings, private collections, and the Akbarnama. This grand effort beautifully reinforced Tanishq’s brand promise of “revitalizing tradition.” The result? A breathtaking collection named “Jodha Akbar,” featuring 400 products at various price points, translating into an astonishing profit line worth INR 250-300 Crore (INR 2.5 Billion). In this Bollywood magnum opus, Tanishq didn’t play a sidekick or an extra; it took center stage and shone brightly. Do you know of other brands that have taken the lead role in movies? Share your stories in the comments! #tanishq #titan #jodhaakbar

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Stories and Insights from India's Public Relations Pioneers #SparktheBook captures the life journey and perspectives of 24 pioneers on how PR has evolved and what the future looks like. Prema Sagar is the most respected visionary leader of the India PR industry and her story will undoubtedly inspire many 💛 #BursonPerson Burson Thank you Sarika Chavan and Amith Prabhu for this work of passion Bhuvnesh Chawla Vandana Sandhir Dolly Tayal Arijit De Anand Rao Sheena Sharma Kriti Makhija Priya Mishra

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With the rise of Digital Communications, moment marketing has emerged as a game-changer for brands looking to resonate with both domestic and international audiences. For Indian brands, tapping into this dynamic approach can significantly enhance their appeal and engagement. This strategy is particularly powerful in a diverse country like India, where cultural events, festivals, and even global events trend across platforms, thereby creating unique opportunities for brands to connect with their audience. Take for Instance the upcoming IPL Auction, this weekend. As one of the most-watched sporting events in India & extensively-followed globally, the IPL attracts millions of viewers, creating an ideal platform for brands to connect with a diverse audience. Be it fun content like polls, memes, BTS Banter, contests, or strategic insights-backed posts, promoting products or leadership voice, every brand, whether they are sponsoring/owning IPL team/s or not, can have a share of voice in this massive anticipated trend, this coming weekend. Be it the global appeal of the international players, or local & hyperlocal messaging of domestic players/teams, from stimulating conversation to User-Generated Content, the opportunities are endless. Even boost through data analytics to understand audience preferences to build tailor-made campaigns that target specific audiences. So marketers, seize this moment to connect, engage, and grow your brand in the vibrant world of IPL! #MomentMarketing #IndianBrands #DigitalMarketing #DigitalCommunications #ConsumerEngagement #GlobalReach #IPL2025 #IPLauction #MarketingOpportunities #BrandEngagement

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The PR Industry is getting ready to disrupt the Advertising Industry. My article in ET BrandEquity. The PR Industry is on the brink of a transformative leap! The industry is gradually adopting scientific ERPs (Efforts, Resources, and Processes) along with robust measurement & data analytics. The PR & Corporate Communications machinery is fortifying and taking full control of the PR INPUT-OUTUT-OUTCOME blocks of the communication cycle. If implemented well, this domino effect across corporates will eventually lead to significant disruption in the advertising industry. Brand owners will be forced to review their budget allocations across AD and PR baskets! Thank you, Prasad Sangameshwaran Sujit Patil, ABC Amith Prabhu Anup Sharma Bhaskar Majumdar Mrinall Dey (He/Him) Jyotsna Dash Nanda Bhavya Suri Tarunjeet Rattan Mou Chakravorty Shubham Mukherjee Irvinder Kaur Preeti Binoy Sapna Bhawnani Sreekant Khandekar Paarul Chand Anubhuti Yadav Sudeep Bhalla Prajjal Saha Hemant Gaule Madhu Chhibber Nandini Chatterjee Kavita Lakhani Asia-Pacific Association of Communication Directors AMEC Measurement and Evaluation International Communications Consultancy Organisation IPRA International Public Relations Association Institute for Public Relations PRCAI PRPOI Public Relations Student Society of America (PRSSA) Indian Institute of Mass Communication, Delhi School of COmmunications & REputation Symbiosis Institute Of Media And Communication, Pune CommsAdda PRovoke Media #pr #advertising #brandmanagement #branderps #ROO #ROI #disruption #ceo #cmo #corporatecommunications #marcomm #dataanalytics #efforts #resources #processes #growth #brandreputation #measurement https://shorturl.at/Qggpk

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PR Real Life Conversations: August 2024 😀 Let's talk about a fascinating phenomenon in the #PR world: Ghosting Paarul Chand recently picked this conversation up for discussion in one of her insightful pieces and I was privileged to add my two bits. But then again, there is that what we say to the world & there is that which we want to do about the situation. This past quarter has been hectic for my team & me where we have received calls from several brand managers eager to work with us. While we love the attention our stellar work brings, we are doubling up on the vigilance because a real-life conversation for a potential ghosting could also go like this .... 👇 🥸Brand: We want an experienced & insightful team who can work with us as a partner. You come highly recommended by XYZ. 🤔Me: Thank you. What is the brief you had in mind? 🥸Brand: We are looking for a complete overhaul of our PR strategy that needs to reach a new generation while retaining old values in the face of a very competitive landscape. 🤔Me: That's a PR challenge we would love to sink our teeth into. Do you have a budget? 🥸Brand: We have shortlisted you and one more. We don't have a budget in mind but will be happy to discuss a proposed figure. 🤔Me: ( Thinking.... 1 out of 2 is not bad. Win some. Lose some ) We are flattered but this will require a lot of research from our end. Would you consider a pitch fee in case we are not awarded the mandate? 🥸Brand: Huh? What does that mean? 🤔Me: It means my team and I would like to be compensated for the time we spend on putting this together. 🥸Brand: That's a first & a tall order. 🤔Me: There is a first time for everything. If you choose to pick up any ideas from our proposal we would like you to pay us for the same. 🥸Brand: Ok, that sounds interesting. I will propose it internally. 🤔Me: Ok, we will put together a presentation and make a pitch on XYZ date. The pitch meeting goes off fantastically & everyone is very impressed. After that there is silence. Weeks of follow-ups result in no response. Crickets. Two months later we give up. We then see the proposed PR campaign & strategy being executed across multi-media. We enquired within the industry & find that no one was hired. It finally dawned on us that we were trapped in a fishing expedition where the brains from both agencies were picked clean to create an internal presentation for the board and implemented by the internal team. # @ % &* !!! ➡ What I say: Oh well, we should have been smarter & safeguarded ourselves more. Next time we will ask for a safeguard fee. Next time ...next time...next time... 😐 ➡What I really want to say: The last line of the above post sums it up. 🙄 ➡What I really do: Shrug it off and make a great LinkedIn story post in the hopes that others in my community will learn from it. 😉 P.S: Some great advice in this piece: https://lnkd.in/gP7bdNTZ

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"Public Relations is no more about media presence or market visibility. PR now is about engagement. WHAT and HOW you engage with is what makes the difference in impact and influence." - Devesh Purohit #pr #publicrelations #reputationmanagement #imagemanagement #engagement #influence #impact #corporatecommunications #internalcommunication

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