MAM
GUEST ARTICLE: How PR is evolving to go beyond local geographies and meet the global needs of fast-growing local brands?
Mumbai: Local brands have evolved rapidly in the recent decades because of technological advancements and changes in business practices. The emergence of numerous technologies, most notably the Internet, may be monitored and linked to the growth of local brands. New channels and different working techniques were introduced by technology, resulting in a shift in profession and practice that could not have been expected when they were first introduced. Local brands are enhancing their online presence among a certain target audience and may communicate the appropriate message at the right time, improving brand reputation and supporting local brands in becoming global brands. A sound marketing plan is critical to the success of local brands and may help them generate consistent profits.
With PR local brands can communicate with a wide range of people and are not restricted to the geographical borders of their markets, this also implies that companies may conduct business and that their reach has grown global. With such rise and development in technologies, local brands can expand them quicker, reaching the maximum number of audience and connecting brands with different markets throughout the globe. As technology develops, it will emerge with new strategies for brands, which will be supporting the local brands in enhancing the brand awareness and brand position in the global market. Here are the some of the ways in which PR helps the local brands to grow-faster and how it is going beyond local geographics and meeting the global needs:
Digital PR
Digital PR helps local brands to adapt and build their online presence, because brands are wherever people are. It enables local brands to have direct and two-way communications that are not constrained by place or time. Digital PR overcomes digital obstacles by utilising the digital environment to the brand’s benefit. It builds solid and long-term relationships with the target audience by disseminating information more quickly and efficiently. positively affects brand reputation and aids in brand awareness.
Building local narrative with global perspective
PR has perfected interacting with targeted audiences by providing customised material that is relevant to the audience and news that is of interest to them. It is assisting in the creation of a story for local businesses, and via that narrative, local brands are gaining a global perspective. It is now simpler for brands to establish a perspective and engage with their desired audience.
Creating larger categories for local brands
With the increased usage of social media, viewers are far more powerful than they were previously. PR helps local brands in creating wider categories and spreading knowledge about them; it also creates a narrative that is controlled by the brands via the use of various instruments. With so much competition in every sector, public relations assist businesses by utilising their USP and categorising them for increased brand recognition among targeted customers.
Facilitated local and International collaboration
The purpose of public relations is to preserve brand image while also representing the fundamental values and offers of the company. It is difficult to connect with a worldwide audience. PR may assist local brands in using sponsored partnerships with global influencers to generate unique engagement programmes and enhance brand recognition for local brands. These may be strategically mapped across channels, from social media and blogger partnerships to on-ground activations at modern trade establishments or leisure/social events, where the local brand can effortlessly connect with its audience and by this local brand can raise funds.
Local brands can now contact the correct audience more efficiently and with more success. Local brands thrive because they can connect with customers and understand their requirements, while still offering products and services at reasonable pricing. In today’s world, social media applications like Instagram and Facebook make it simple to establish a local brand. The idea that individuals want to tell their stories and those businesses need to develop and manage their image and communication remains consistent, but there has been a shift in how, what, and where tales are shared because of PR.
The author is Scenic Communications co-founder Anindita Gupta.
MAM
Happy Pawdcast launches merchandise with The Souled Store
Season 2 success leads to co-branded line celebrating pet-parent bond.
MUMBAI: The Happy Pawdcast just gave fans something to wag their tails about because when your favourite pet show gets merch, even the couch starts feeling like a runway. Building on the momentum of Season 2 which reached over 14 million pet lovers, clocked more than 20,000 hours of content consumption and engaged over 23,000 users, The Happy Pawdcast has teamed up with The Souled Store for an exclusive co-branded merchandise collection. The line translates the podcast’s emotional core into wearable designs that celebrate the everyday bond between pets and their parents.
Hosted by Sonali Bendre and Icy Behl, Season 2 featured candid conversations with celebrity pet parents including Remo D’Souza, Diana Penty, Kubbra Sait, Rohan Joshi, Karan Wahi, Tusshar Kapoor and Amala Akkineni. The episodes tackled responsible adoption, stray welfare, pet emotional well-being and debunked common care myths, earning strong resonance across digital platforms.
Sonali Bendre said, “Season 2 reaffirmed how deeply people connect with stories around pets, responsibility, and companionship. This collaboration with The Souled Store is a natural extension of that bond, taking the conversations beyond the screen and turning shared emotions into something tangible for pet parents.”
Rose Audio Visuals head of marketing & branded content Megha H Desai added, “With Season 2, The Happy Pawdcast evolved from a content property into a strong, community-led IP. The collaboration with The Souled Store reflects our approach to building meaningful extensions around our shows where audience insight, brand alignment, and scale come together.”
The Souled Store co-founder Vedang Patel noted, “Pet parenting today is as much about identity and expression as it is about care and responsibility. This collaboration allowed us to tap into a deeply engaged, emotionally invested community and co-create designs that feel authentic and accessible.”
Produced by Rosepod (the podcasting division of Rose Audio Visuals), the merchandise marks the podcast’s shift from audio-video content into a broader lifestyle IP, while aligning with The Souled Store’s focus on pop-culture-led, community-first products and its animal welfare initiatives through World For All.
In a pet-parent world where love often comes with a leash and a hoodie, The Happy Pawdcast isn’t just telling stories anymore, it’s letting fans wear them, proving the bond between humans and their fur-babies deserves more than likes, it deserves to be flaunted.
