MAM
What are the bigger challenges for brands and PR practitioners in the coming years?
We live in a world where change is the only constant, brands and public relations practitioners need to be very fast, fast enough to cope with the everchanging needs and demands of the people. What works today will not work tomorrow. With the changing expectations of consumers and technological advancements, PR’s along with brands are facing new challenges every day. Now, being in such creative fields requires fresh thinking and quick adoption.
Staying ahead in the race has become crucial to survive in the market. Brands are no longer just competing for market share, they’re competing for trust, attention, and relevance in the market. These challenges for brands and PR practitioners will grow more complex, demanding agility, creativity, and a deep understanding of the evolving digital and social environment. Let’s understand this with some key challenges that will shape the future of public relations.
Digital and AI revolution
Artificial intelligence is not just a word anymore, it’s transforming the way we communicate and express. From content creation to advanced data analytics AI has got you covered, reshaping the industry. It offers powerful tools to reach the audience with precision, AI also poses some challenges like maintaining the human touch. PR is, at its core, about maintaining and building relationships with trust. Now, with AI taking over the automation of routine tasks, we must focus on strategies that leverage AI while preserving the authenticity that resembles the audience.
Managing misinformation and trust
We live in an era where information spreads at the speed of light, which makes us hop on to our next challenge which is the spread of misinformation and deepfakes. A simple false narrative can severely impact a brand’s reputation in just a matter of few minutes, which makes it essential for us as PR professionals to be fully, and strategically prepared to cater to such a crisis and restore and maintain public trust. Hence, building credibility has become more crucial, as consumers increasingly grow skeptical of the information they consume.
The shift in media landscape
The transformation from traditional media to the rise of digital media is reshaping on how brands communicate with their audience. While this shift opens up new opportunities for direct engagement with the audience, it also brings challenges. The landscape of media has become vast, the audience is consuming content from diverse sources from social media to podcasts to niche blogs. PR professionals navigate the complex ecosystem and ensure that the message reaches the right audience at the right time.
Crisis management in a divided world
When a brand takes a stand on social media or on any political issue then it can be a two-sided sword for them. While some consumers expect brands to speak up, others may hate it for the same, making it tricky for the brand to make a decision. PR professionals guide these brands to make conscious decisions and navigate them on how to handle such negative circumstances.
The future of public relations and brands is filled with challenges but with challenges comes opportunities. Brands are willing to adopt, innovate, and engage with their audience to thrive in the market. For PR professionals it’s important to stay ahead of the curve, leveraging new technologies, while staying true to the core principles of trust, authenticity, and relationship building. By doing so, they help brands navigate in this rapidly changing environment and achieve success.
The article has been authored by Adgcraft Communication founder & MD Abhinay Kumar Singh.
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.
