MAM
Sorta Famous debuts in India with a culture-first PR approach
MUMBAI: Sorta Famous, a next-generation public relations and communications studio, has officially arrived in India with a promise to refresh how brands build influence in a fast-shifting media landscape. Known for its culture-forward storytelling and contemporary brand-building strategies, the agency aims to help companies move beyond visibility and towards meaningful relevance.
Founded by communications strategist Nandini Mahant, Sorta Famous sets out to bridge the widening gap between traditional PR methods and modern cultural influence. Its services span brand communications, media relations, digital PR, thought leadership, creator collaborations, reputation management and launch strategies designed for both emerging names and established players.
“India’s communication world is evolving at remarkable speed, and brands today need cultural intelligence just as much as coverage,” Mahant said. “Sorta Famous is built to help brands show up in ways that feel real and resonant. We focus on narratives people actually care about, not just headlines.”
She added that the agency’s philosophy centres on clarity, creativity and credibility, with a long-term view of influence rather than quick-hit hype.
With its India launch, Sorta Famous aims to support high-growth startups, consumer brands, creators and leaders looking for a partner that combines editorial instinct with digital-era momentum. The studio will operate remotely across the country, with plans to build on-ground teams in key metropolitan hubs next year. Founded in 2025, Sorta Famous blends culture-first thinking with modern communication tools to help brands earn visibility that lasts.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
