NewsReach brings you unfiltered stories from professionals shaping the world of branding on Brand ki Baat.
Branding isn’t just about logos and
taglines—it’s about the people, the hustle, and the late-night brainstorming
sessions that turn ideas into something unforgettable. It’s the quiet moments
of doubt, the big wins, and the countless hours spent perfecting a vision that
resonates. In a world where technology, storytelling, and strategy collide, the
brands that truly stand out are the ones that dare to be different.
Welcome to Crafting Bharat: Brand Ki
Baat, an industry-first podcast that takes you behind the scenes to meet the
changemakers shaping brands and industries. In this episode, host Shubhreet Kaur, VP—Integration at
Adfactors PR, sits down with Pramod
Gummaraj, Co-Founder and CEO at Aprecomm, and Srivatsa T.J, VP and Founding
Member at Broadnection PR &
Marketing Agency, for a deep dive into innovation, branding, and the
evolving role of AI and PR in shaping consumer experiences.
This series is proudly brought to you
by NewsReach, India’s leading PR-tech platform, with Mental Wellness Partner
Cadabam’s Group, Gifting Partner Charles & Co., Venue Partner The Majik
House and Wardrobe Partner Farm Loom. Tune in for stories, insights, and
inspiration!
Edited Excerpts:
How is AI
enabling what you do for your consumers, and what is the big change you expect
from it?
Pramod Gummaraj: "AI leads us into
detection of the problems. AI leads us into even understanding the root causes
and then into correcting these problems."
If you look at the transition in the
connectivity industry over the last 15 years, we started with basic text
messages, then moved to emails, video calls, and now we do almost everything
online. Internet usage has become highly personalized. The challenge now is
measuring and ensuring each individual’s experience is seamless.
AI helps us analyze vast amounts of
data that humans simply can't process efficiently. It identifies patterns,
detects problems, and even suggests solutions. So, if you're on a video call,
hoping your internet doesn’t drop, and it doesn’t—well, that’s AI working
behind the scenes to optimize your network in real time.
How did your background in
journalism and PR prepare you to lead Broad Connection?
Srivatsa T.J: "Journalism was kind of a
bootcamp for me to understand timing. Timing is everything in PR. You need to
know what to say and when to say it.”
Working in journalism, especially
regional media, taught me how to craft a message effectively. I started in
regional media, where I learned everything from translation to editing. That
foundation helped me immensely in PR and growth hacking.
The ability to structure a narrative,
anticipate the audience’s reaction, and ensure the right timing of a message is
crucial. That experience made my transition into PR and growth hacking
seamless.
What are some
key strategies that have worked for Aprecomm in stakeholder communication and
branding?
Pramod Gummaraj: "We are not a B2C
company. We are B2B and in a very niche space."
This means traditional marketing
tactics don’t work for us the way they do for consumer-facing brands. Instead,
we focus on high-impact strategies that directly connect us with
decision-makers.
One of our most effective approaches
is leveraging industry events. But we don’t just attend for visibility—we go in
with a clear strategy. At events like MWC, we don’t focus on foot traffic; we
identify and engage with businesses actively looking for solutions like ours.
This targeted approach ensures efficiency and significantly improves conversion
rates.
Another crucial element of our
strategy is aligning our PR efforts with our business goals. It’s not just
about media presence but about ensuring that our messaging strategically
positions Aprecomm as an industry leader. PR plays a key role in making sure
that our brand narrative reaches the right stakeholders in the right way.
How is digital PR and
marketing evolving in India?
Srivatsa T.J: "The lines are blurring. PR
and SEO are now interconnected."
A press release is no longer just a
news update; it needs to be SEO-optimized to improve search rankings. "We see stories being published, and
not just news stories—they are SEO write-ups as well." Even journalist
pitches now consider digital visibility.
What trends in branding
will drive communications over the next five years?
Srivatsa T.J: "Purpose-driven branding."
If a brand is just using purpose as a
marketing gimmick, consumers will see through it. The future belongs to brands
that can align their values with their actions. How do brands create a lasting
impact? This conversation has pulled back the curtain on the strategies,
innovations, and challenges that define modern branding. From the role of AI in
improving connectivity to the shift towards purpose-driven branding, one thing
is clear—brands that evolve with technology while staying true to their values
are the ones that will thrive. As consumers demand more authenticity,
innovation, and seamless experiences, the companies that listen and adapt will
continue to shape the industry. Stay tuned for more thought-provoking insights,
expert perspectives, and real-world brand stories in our next episode!
Brought to you by NewsReach—India’s leading PR-tech platform, in association with VCCircle and our production partner, HT Smartcast.