Prius Communications leads Delhi Times Fashion Week PR mandate for seventh year

NEW DELHI: Prius Brand & Business Partners, a unit of Prius Communications, has led the fashion PR, digital PR and strategic brand communication mandate for Delhi Times Fashion Week (DTFW) 2026 for the seventh consecutive year.

Held from 18 to 20 September, the agency handled event PR, experiential marketing, sponsorship integrations, VVIP engagement and influencer outreach for the fashion property.

As part of its digital strategy, Prius Brand & Business Partners mobilised more than 100 lifestyle, fashion and luxury creators on-ground to cover runway shows, backstage activity and celebrity appearances.

The agency said the creator network generated more than 30 million digital impressions and reached 13 million unique users across social platforms.

Its media relations and syndication efforts resulted in more than 200 earned media outputs and over 75 million cumulative PR impressions, according to the agency. It estimated the campaign’s earned media value at Rs 18.5 crore.

Beyond media coverage, the agency also worked on sponsorship integrations and curated the VVIP guest list, with HNIs and corporate leaders forming part of the event’s front-row audience.

Prius Brand & Business Partners founder and CEO Baldev Raj said fashion properties are increasingly moving towards hybrid models that combine physical experiences, brand partnerships and digital distribution.

“The era of standalone physical events is over. Today, a successful IP is a hybrid ecosystem where luxury, commerce, and digital velocity intersect,” he said.

Raj added that the agency’s focus was on creating an environment where brands could build visibility and commercial opportunities alongside the fashion programming.

The seventh consecutive mandate comes as Prius Communications continues to expand its work across experiential marketing, fashion IPs and strategic brand communication.