MAM
Story-living: How digital creativity is immersing audiences in PR campaigns
Digital creativity impacts the relationship between brands and their audiences. Instead of only telling a story, efforts have expanded to allow people to experience the storyline. The change from reading a book that contains illustrations to the use of pictures, moving images, or animations in public relations refers to the strategy of ‘story-living’ whereby users are transported into a narrative environment. This change has also transformed the campaigns to become more immersive, increasing user interactions with the brand.
What is story-living?
To put it simply, story living embraces the thought of experiencing a message rather than just showing it. To be exact, story living allows people to be part of a narrative, within a certain time and possibly in a great amount of detail. Indeed, with all of the tools at their disposal, audiences today expect to be able to witness self-exploration in both real and virtual contexts. Virtual reality, augmented reality, and live online interactions give realistic insights into the journey. With these experiences, audiences are encompassed in the story and made to feel that they are part of the brand’s universe.
Why story-living is effective in PR
The main reason for this is that the audience is usually fully engaged and costs less to execute. Emotional experience is the main reason a brand succeeds. If the audience takes part in an event, they will have a greater emotional response to the brand. This emotional response causes them to have a better important than usual recall of the brand and a positive feeling towards the brand, making them tell their story to others.
Differently from the classic advertisements that can be seen as just noise among other mundane content, an interaction is something that engages the audience and extends their loyalty towards the brand. When audiences get personally involved, they are more likely to mention it on social media networks or endorse it to more people, thus increasing the number of the audience of the given brand organically.
Tools that bring story-living to life
Well, with the improvement in technology, PR teams now have a variety of instruments to make story-living events a reality. Here are some of the famous ones:
1. Virtual reality (VR): VR places audience members into completely new spaces and enables them to navigate and interact within them in a real life setting this creates remarkable impressions of the brand’s universe for the audience.
2. Augmented reality (AR): AR adds a layer of digital interaction to the physical world, allowing users to interact with different elements. AR can be used by brands in a number of creative ways so that people can engage with the brands in a more fun and entertaining manner.
3. Live streaming and interactive videos: Live video makes it possible to stream events as they occur and to view additional interactions such as questions and comments direct to the presenters. Engagement in this manner makes people feel much closer to the action and hence the feeling of immediacy.
4. Social media polls and quizzes: Involving, engaging, and simple tools such as polls and quizzes require the audiences to become part of the narrative. Such tools assist the audience in taking part in the evolution or strategy of a brand.
5. Custom-made content: Thanks to modern analytics, brands may now provide a high level of customization and create messages and contents that are suitable for every user. This makes an interaction personal, consequently creating a bond.
The future of story-living in PR
In the wake of new technological changes, story-living will undoubtedly be included in the core blocks of PR practices and approaches. Such digital tools enable brands to capture the audience’s attention in diverse significant experiences. This particular trend shows a change in PR practice as the bulk of it will not revolve around storytelling but rather engagement.
Turning the audience into a key piece of the brand story is what story-living brings into PR and transforms it into something new. It is changing how brands speak as they create deeper and better connection with customers in the process. Story-living is bound to trend as companies diversify it, while at the same time cutting through the noise in today’s digital world and maintaining relevance.
The article has been authored by The Right PR founder & director Harday Gupta.
MAM
8PM Packaged Drinking Water named Lead Trouser Sponsor for Sunrisers Hyderabad
Brand partners with IPL team for 2026 season with campaign ‘Rise in Orange, Celebrate with Black’.
MUMBAI: 8PM Packaged Drinking Water has found a clever way to stay in the game by hitching its wagon to one of cricket’s most exciting teams. The brand from Radico Khaitan Limited has announced its association with Sunrisers Hyderabad as the Lead Trouser Sponsor for India’s Premier Cricket League 2026. The partnership will see 8PM Packaged Drinking Water gain prominent visibility during the high-energy tournament.
To mark the collaboration, the brand has launched the campaign thought “Rise in Orange, Celebrate with Black.” The idea cleverly links the on-field intensity of Sunrisers Hyderabad’s iconic orange jersey with the off-field celebrations powered by 8PM Premium Black Packaged Drinking Water.
Radico Khaitan Limited chief marketing officer Kunal Madan said, “We are delighted to be associated with Sunrisers Hyderabad for the 2026 season. With the league’s unmatched reach and the team’s strong fan following, this is a great opportunity to connect meaningfully with consumers across the country.”
Sunrisers Hyderabad enters the season with a formidable lineup featuring players such as Abhishek Sharma, Ishan Kishan, Travis Head, and Pat Cummins, making it one of the most watched teams this year.
A spokesperson from Sunrisers Hyderabad added, “We are pleased to welcome 8PM Packaged Drinking Water to the Sunrisers family. This association brings together shared values of energy, resilience, and excellence.”
The partnership underscores Radico Khaitan’s strategy of aligning with marquee sporting platforms to build contemporary, consumer-centric brands. By tapping into the emotional connect and massive viewership of the league, 8PM aims to deepen engagement and strengthen brand affinity during the cricket season.
In the fiercely competitive world of Indian cricket sponsorships, 8PM has chosen to play it smart, pairing the thrill of orange with the cool refreshment of black. As Sunrisers Hyderabad prepare for another exciting season, the brand is set to ride the wave of passion, performance, and celebration.
