Mumbai: From traditional to sophisticated communication techniques, it is now a game changer for many corporate organisations to sustain the brands with the advent of technology and right product mix. Advent of AI changing the ball game for synergy of brands. As a brand custodian Indiantelevision.com exclusively speaks to Mr Abhinay Kumar Singh founder and managing director, Adgcraft Communications. Under his guidance, Adgcraft Communications has rapidly grown, serving 75 clients across diverse industries. Here are excerpts -
On journey from an experienced PR professional turned successful Entrepreneur –
I began my career in 2011, initially working on various projects with the Bihar Government for two years. Upon moving to Delhi, I started working with new-age businesses. This was during the boom of Startup India in 2014, and fortunately, I had the opportunity to work with more than 100 startups. Having witnessed the growth of the startup ecosystem, I recognized the impact of PR in fostering startup success. This profession allowed me to collaborate with bright minds from prestigious institutions like IITs and IIMs, working with startup founders and various entities, from MSMEs to ministries.
Post-COVID, drawing on my 13 years of experience in media and public relations, I identified a crucial gap in the market. This insight led to the founding of Adgcraft Communications, where we specialize in helping startups articulate their narratives effectively. Over two years, we expanded our footprint with offices in Noida and Lucknow, and our business development team operates from Bangalore and Surat. Our growth is a testament to our team strength, now exceeding 33 members. In this short span, we have become one of the fastest-growing PR agencies in India.
2) On digital transformation of current PR industry –
In the past ten years, Public Relations (PR) has transformed from being relatively unknown to becoming a sought-after service for every company. The Indian PR industry is projected to grow to Rs 3500 billion by 2027. Digital changes have made our lives much easier. Back then, I had to physically take printed press releases to journalists. Now, it’s just a quick email. I remember typing press releases in different fonts, but today, with Google keyboard, it’s a breeze.
Sharing media lists used to be uncommon, but now it’s just a click away. Speed matters a lot in our responses to clients and journalists. Technology helps us find the right stories, fact- check, and even promote stories from far-off places. Now, companies use AI tools, and to keep up, we organize sessions and workshops for our team. We need to stay updated and make the most of these new technologies
On different segmentation of PR clientele at Adgcraft Communication –
At Adgcraft Communications, we take pride in calling ourselves storytellers for brands. It’s at the heart of what we do because we believe every founder has a special story. We use that story to tell customers what the brand is all about.
From when we were kids until now, we have seen that a strong story can make people believe in something. In our campaigns, we focus on making stories strong but simple. We help brands share their story with the right audience. Each client is different - customers might want to hear reviews, while employees might want to get inspired by leadership stories. So, our campaigns and stories are all about what our brand partners need and want.
On generative AI effect on target audience -
AI is a big thing right now, and it's crucial. We are happy to say we are learning and growing with this technology. However, it’s important to note that despite our extensive use of AI, we remain committed to infusing a human touch into our content and campaigns. In the realm of communication, maintaining a sense of sensitivity is paramount, particularly in industries where emotions hold considerable weight. We hold emotions in high regard and leverage state-of-the-art technology to achieve outstanding results.
For instance, while Chabots are valuable tools, we recognise that there comes a point where human intervention becomes essential to sustain a meaningful conversation. Balancing the strengths of AI with the human element ensures that our communication strategies resonate effectively, delivering not just information but a connection that goes beyond the capabilities of technology alone.
On exponential growth of Adgcraft Communication-
It’s been quite a journey – a real roller coaster ride. Right from the start, we had three clear goals. First, we wanted to contribute to the New Bharat and support the Make in India movement by crafting communications for businesses. Second, our incredible team played a pivotal role. We instilled a sense of responsibility in our leadership and built a team of 33 people whose vision aligns perfectly with the company’s goals. They not only work with Indian clients but also with international ones. Our ability to understand and fulfil the unique needs of our clients, combined with our commitment to storytelling and effective communication, has led to this remarkable growth. In just two years, we expanded our
clientele from three to over 25, and it’s been an exhilarating ride.
On start-ups have an edge over contemporary businesses or not –
Yes, startups have a unique edge. They bring in fresh technology and aren’t afraid to embrace the latest innovations. Interestingly, established companies are catching on and realizing the importance of technology, and integrating it into their operations. Nowadays, startups and contemporary companies are often working hand-in-hand, supporting each other as mutual partners. Startups leverage new technology, while established companies share their knowledge and expertise in building a business. Rather than being competitors, they are more like supporters of each other.
Their business and goals align, and this synergy is vital for India’s goal of becoming a 5 trillion economy, as envisioned by the Honourable prime minister. This ambitious target can only be achieved when startups and contemporary businesses join forces.
On right blend of media mapping -
At Adgcraft Communication, our approach to media mapping is all about providing a comprehensive solution for our clients. Currently, we are in Phase 1, having focused on PR for the past 2.5 years. Our aim is to be a one-stop-shop, offering a full range of services from a single agency. As we progress into the next phases, which are in the pipeline, we plan to leverage all social media channels to meet the diverse requirements of our clients. While we are currently concentrating on PR; we are gearing up to expand our services to include digital marketing, including social media, in the coming months.
8) On priority objectives of Adgcraft -
At Adgcraft, we firmly believe in the mantra that the product is king, closely followed by effective communication. Our top priority is to educate our clients on how to share their stories in a way that resonates with their target audience. It’s all about using the right medium, ensuring that consumers not only understand but also accept the message. We are proud to share that we have successfully closed almost 100 projects so far, and one of our primary objectives is to ensure zero crisis for our clients.We emphasize simple communication to deliver a clear message to end-users, allowing them to understand the brand effortlessly. This approach not only helps in reaching the audience successfully but also encourages feedback. For us, client reputation takes precedence, and we are dedicated to earning the trust of our customers.
We recognize that a strong product, combined with transparent and compelling communication, is the key to achieving success in reaching end-users
Comment about your upcoming brand campaigns or brand association?
We had an exciting year in 2023, and the upcoming year promises to be even more thrilling. In the past, we launched campaigns like The Kulhad Man of India& for CSB, among others. This year, too, we have plans for new campaigns, collaborating with different brands, with a target of 50+ brand associations. Our core focus will be to educate the audience through these PR campaigns. As we look ahead, our ambitious projection for the end of this fiscal year includes establishing an office in Dubai.
