Preetha Athrey

So powerful. Hats off to copy person.

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Unveiling Growth Strategies for Small to Medium Agencies with Arun Sudhaman, Editor PRovoke Media Join us for an insightful conversation on The India PR Show's third episode, where Arun Sudhaman, an industry expert, shares invaluable insights into agency growth trends. Discover key questions answered, such as defining mid-size to small-size agencies, identifying niches for differentiation, and navigating global best practices. In this episode, Arun Sudhaman delves into the nuances of agency growth, providing actionable tips and real-world examples for aspiring agencies. From understanding industry benchmarks to implementing strategic differentiation, this episode is a goldmine for agencies aiming to scale their operations effectively. Don't miss out on this must-watch episode for PR professionals, agency owners and communicators eager to elevate their agency's growth trajectory. Subscribe to The India PR Show for more interviews and expert insights into the world of public relations. Watch the podcast here https://lnkd.in/gawbyQMM listen here on Spotify - https://lnkd.in/g8VtsvVV Google Podcast- https://lnkd.in/ggR_rTzM Tune in monthly across YouTube, podcast platforms, and social media channels to gain invaluable insights and join the conversation. Follow us on IG: TheIndiaPRShow LinkedIn: The India PR Show The India PR Show is brought to you by Bala Kumaran and me. Please watch, listen, and share. Let us also know what you think and who would you want to see on the show next. Produced by BrandStory Productions Ebony & Ivory PR #publicrelations #marketing #journalism #india #podcast #theindiaprshow #tiprs #communications #theindiastory #entrepreneur #digitalmarketing #pr

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'In the week that NCA sells to Ogilvy, it's clear that agencies need to invest in their own brands to attract clients and talent'. A handful of newly launched agency brands from India have mastered this art. Good wishes to all of them. But cannot help detect an element of 'gaming the system' in garnering visibility. A certain kind of work that attracts global jury attention, the awards which follow and so on. Of course, work that makes business sense and help build brands happen too. #advertising https://lnkd.in/gQtMStAM

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🚀Exciting news for Brands & Marketers! Mindshare India has officially launched its much-anticipated "Content Marketing Report". 📈 In today's digital era, where "Content is King," staying ahead of the latest trends is key. Mindshare India's comprehensive report empowers brands & marketers with the knowledge and tools they need to elevate their content strategies to new heights. 📊 Interesting material for your next big presentation: 🔍 Trends & Insights 🏆 Best Practices 💡 Expert Advice & more This report is a must-read for anyone looking to enhance their content marketing game. Don't wait, get your copy today! 📖 Access the report here: https://shorturl.at/qM148 Amin Lakhani Ajay Mehta Ruchi Mathur Niraj Ruparel Vipasha Bhuptani Makarand N Nidhi Bakhru Aashita Jhamb Devanshi A. Yuvraj Rana Rishi Sharma #ContentMarketing #Mindshare #DigitalMarketing #ConsumerInsights #News #Trends #BrandSuccess

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Indian consumers are stuck in the middle- From content fatigue to decision fatigue yet we hold the stature of COAT (Consumer market of all time). Check out my small contribution in today's The Economic Times ET BrandEquity #Consumer #Marketing #Digital

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“DOOH media buying in India is still based on direct negotiations and personal relationships” (media4growth): Gautam Bhirani, Managing Director, Eyetalk Media Ventures. Adoption of DOOH advertising has been slow, limited by entrenched practices and systemic challenges. Gautam Bhirani, Managing Director of Eyetalk Media Ventures, shares his views on the current state of AdTech in India’s OOH sector and the way forward. Traditional mindset hinders adoption. Gautam highlights that media buying […] #DOOH #digitalbillboards #digitalsignage

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Great that more on our joint study with The Womb and Times of India is coming out. 👍🏽🙏🏼 #Marketing #Business #Strategy #Effectiveness

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When brand promises crumble - A real-world lesson from Air India. Two decades of brand strategy have taught me one thing Transformation is never just skin deep. My recent Delhi- Singapore flight with Air India was a live case study of brand promise versus brand reality. The Tata Group's much-hyped relaunch looked stunning on paper. Within minutes of boarding, the disconnect was painfully clear. The sleek new branding? Beautiful. The actual experience? Jarring. My seat's loose armrest wobbled with every turbulence. The in-flight entertainment system flickered between Bollywood tracks and static. When I signaled an issue to the flight attendant, her weary shrug spoke volumes about an unchanged internal culture. What transformation really means. This isn't just an Air India problem. It's a universal challenge I've seen across industries: cosmetic changes mean nothing if the fundamental customer experience remains unchanged. I always emphasize that a rebrand is more than a visual makeover. It's a comprehensive commitment to reimagining every single touchpoint. The hard pill to swallow when it comes to Meaningful Brand Evolution 👇 Visual identity is the appetizer. It is not the main course Cultural shifts matter more than logo redesigns Every single interaction builds (or breaks) customer trust Authenticity can't be manufactured. Air India's current state is a textbook example of superficial transformation. Millions invested in a new look, but the core experience remains unchanged. It's like renovating the facade of a house while the foundation continues to crumble. My clients hear this repeatedly - Your brand is the sum total of every single customer interaction. Air India's situation proves this point with painful clarity. For brands seeking meaningful change, the roadmap is straightforward, but far from easy. Commit to systemic, not just cosmetic changes Align internal culture with external brand promises Invest heavily in training and cultural development Create feedback loops that truly listen to customer experiences Understand that every interaction is a brand-building moment Air India's journey is a cautionary tale, but also an opportunity. Every turbulent flight, every frustrated customer is a chance to rebuild, reimagine, and recommit to what a brand can truly represent. True transformation isn't about looking different. It's about being fundamentally better, consistently, authentically, and with total commitment. The most powerful brands don't just communicate their value. They show it, moment by moment, interaction by interaction. #BrandStrategy #MarketingStrategy #DigitalTransformation #Innovation #marketing #branding #rebranding

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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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Who Needs a PR Strategy?! (Learnings from a recent incident) A few months back, a brand was looking for a new PR agency. And we had the opportunity to present. My team and I brainstormed and created a pitch deck. Modestly speaking, it was a good deck which aptly showcased our strategy and creative thinking. Sadly, we did not land the account. Seeking improvement, I asked for feedback. The brand's response perplexed me: "PR is not so strategic as it is delivery-driven." This remark made me ponder and reflect... *Is PR truly just about delivery? I would beg to differ!* While delivery is crucial, STRATEGY is the backbone that guides every successful PR campaign. How else will you navigate the complexities of public perception and media landscapes? Without a strategy, even the most well-executed campaigns can fall flat. While we may have lost this pitch, the lesson learned is valuable and crucial. It reminds us to refine our delivery methods and emphasise the strategic elements differentiating impactful PR from mere noise. So, who needs a PR strategy? Every brand that aims to build a meaningful, lasting connection with its audience does. And that’s a fact we’ll continue to champion, one pitch at a time. (Some months later, the same brand asked me to share our "strategic" deck!! Well, for keepsake, I guess!) #PRstrategy #impactfulPR #BrandBuilding

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Education & Healthcare Advertising is a serious business, where in you are not only playing with current life of the audience but also with future. As an agency & partner who has worked and working with national & local brands in the same space, we feel it is not about selling, it is all about telling. Bigger Question is How many brands & businesses has such amount of patience to build such brands & make the brand part of life not to become part of the history? #advertising #communication #Education #Healthcare

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I’m sure many of you have caught the Zomato vs Bitm ad issue. And I’m also sure many of you have seen Tamanna's ad for Indian. Well, some of you have been gleefully digging your elbows into my ribs, making all sorts of accusations. Allow me to do a little exercise with you. It will help you decide whether you should continue with your elbows or withdraw them. If you’re hinting at plagiarism, consider these angles: First off, I ought to have had an opportunity to see the original ad in question. For that to happen, the original would need to be visible to me and the general public. Because if something is kept inside your mind, book, folio, folder, drawer, computer, etc., there’s no way I could have seen the original. Agree? So here are a few questions you should ask: Was the supposed original ad known to people? As in, even on LinkedIn, have people seen the ad? If some of you have seen it, did you tell me or send me secret snapshots from 2005? Was it ever shared on this platform or any other platform that I’m part of? Was the ad real and legitimate, or was it just a layout? Was it ever released as an advertisement in the same size, shape, format, and medium? Is there a newspaper print copy available? Was it only part of someone’s physical portfolio? Did it just get discovered as part of the copywriter’s and art director’s portfolio? Was the portfolio ever uploaded to the net? Was it ever entered for any awards? Was it awarded? Did the award committee publish its thumbnails online? And was it available and visible on the net before this week? If the answer is No, then I should be in the clear. Take your elbows away. But if the answer is Yes, then I’m certainly guilty. Get me more elbows. Now, as far as the ad I did, here are some details: It was first released as a full-page newspaper ad on the 15th of August, 2023. I have also shared it here. It was complimented by many, reposted, and perhaps even downloaded. Plus, it won several awards across the year. And now, if you still want to keep yipping and nipping at my heels, then go ahead. #marketing #advertising #friday #copy #creative #bitm #banginthemiddle

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How many ads of individual AMCs exhorting us to do SIPs does one really remember? The branded recall of most would be really low (I have some individual estimates to corroborate this) and most brands try to push boundaries with every new campaign (like in other crowded categories). The No. 5 of #MyFive (only as per time-line) would be something we created with #FranklinTempleton many years back when SIP communication was still relatively in its infancy. Here we looked at SIPs from a lens of EMIs; how most EMIs are something we think are a huge burden and an outflow of big amounts. To be seen in a positive light, we positioned SIP as a #GoodEMI. This got us salience and also became a generic for the said transaction. Spanning two phases of a multi-media client, a highly passionate client, agency and production team did the following launch video. Hope the only EMI in your lives right now is the #GoodEMI. #MutualFundsSahiHai https://lnkd.in/dQdjv7pU

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Mega Influencers without viewership are just like cars without tyres. I just saw an influencer campaign for a big brand. They collaborated with a few mega influencers and achieved a CPV of 4-5 Rs. But this CPV resulted from unplanned scripts, ideas and understanding of the data. Creative storylines, Ideas and hooks can help you achieve significant viewership, which few brands like Cashify are already leveraging. How can you leverage such strategies? By understanding data New-age influencer Marketing unlocks this potential of getting high ROI with the help of creativity and data. Want to leverage the New-Age Influencer Marketing? DM or email at [email protected] #Influencermarketing #NoBSonlyROI #ROI

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Imagine a world where every brand doesn’t just sell but connects, where every ad, every campaign is woven into the fabric of sustainability. Today, sustainable marketing is not just a trend, it is an awakening, a call to reshape our impact on the world. For Indian brands, this shift is profound: it is about aligning business goals with values that support our planet, our communities, and our future generations. Why Sustainable Marketing Matters? In India, our stories reflect a reverence for nature, from ancient forests in folklore to rivers that symbolise life. This cultural legacy uniquely positions us to lead the global movement toward sustainable marketing. Consumers here, especially millennials and Gen Z, seek brands that echo their ethical values, asking not, “What do you sell?” but “What do you stand for?” Key Practices of Sustainable Marketing 1. Transparency & Authenticity: Brands must go beyond “greenwashing.” It is about honest conversations, disclosing sourcing, reducing waste, and ensuring ethical production. By sharing their sustainability journey, brands build trust with consumers who value integrity over perfection. 2. Reducing Carbon Footprint: As India faces climate challenges, reducing carbon emissions is vital. Small actions like sustainable packaging and digital-first campaigns resonate with eco-conscious consumers. 3. Community-Centric Campaigns: India thrives on community spirit. Supporting local artisans, fair-trade initiatives, and rural livelihoods is not just impactful, it is legacy-building. Brands uplifting local communities are building trust and supporting sustainable growth. 4. Circular Economy: Imagine products reborn through recycling. Circular marketing focuses on life-cycle management, whether it is recycling, trade-ins, or repairs. Brands promoting these efforts, from clothing to e-waste, are paving the way to a zero-waste future. Brands embracing sustainable marketing are not just telling stories, they are sharing legacies. By weaving in tales of artisans, of communities who thrive through ethical practices, and of nature’s resilience, brands deepen loyalty and positive impact. Consider Amul. It's more than a dairy brand, it’s a tale of farmers, ethical sourcing, and community empowerment, showing how purpose-led storytelling strengthens loyalty. For Indian brands, sustainable marketing is both a responsibility and a powerful differentiator. With each campaign, brands must ask, “How does this impact my community? How can it improve the planet?” This shift is not just eco-friendly, it is about building a narrative where profit and purpose co-exist. In a world where consumers are more discerning than ever, sustainable marketing offers brands a way to build genuine connections. India’s rich cultural heritage and innovative potential make it a beacon for change. Let’s redefine growth, not by profit speed, but by impact strength. A future where brands not only thrive but sustain!

Shared my thoughts here!

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Launching a new product requires careful planning and execution, especially when it comes to PR. Anindita Gupta, founder of Scenic Communication explains how they can nail their go-to-market strategy with savvy PR, which encapsulates press releases, influencer buzz, and if needed, crisis control. #publicrelations #PR #PRprofessionals #PRmanagement #productlaunch

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Experiential Marketing: A Heartfelt Return Traditional marketing metrics like ROI often fall short in measuring the impact of experiential marketing. This is because experiential marketing aims to create genuine connections with consumers, going beyond mere visibility. To evaluate the success of such campaigns, marketers are turning to a range of alternative metrics such as: 1. Engagement: Measuring the level of interaction and participation of consumers. 2. Brand Sentiment: Tracking the emotional response and perception of the brand. 3. Customer Feedback: Analyzing direct feedback from consumers to understand their experience. These metrics provide valuable insights into the emotional connection and brand loyalty fostered by experiential marketing, which can lead to long-term benefits. Return on Engagement (ROE) is the new metric for experiential marketing success, prioritizing audience connection and emotional impact. #Branding #BrandEngagement #ExperientialMarketing #ConsumerConnect #ReturnOnEngagement An insightful Campaign India article on this subject - https://lnkd.in/gsNrY3xD

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