NewsReach brings you
unfiltered stories from professionals shaping the world of branding on Brand ki
Baat.
Behind
every great brand is a story built on authenticity, strategy, and a deep
understanding of people. In today’s fast-moving world, branding isn’t just
about visibility; it’s about creating genuine connections that last. From
evolving audience behaviours to the power of asking the right questions, the
way we communicate has transformed. Whether it’s navigating the fast-paced
world of PR, understanding how content consumption has shifted, or building a
work culture that thrives, successful brands know that it’s not just about
selling—it’s about meaning, trust, and adaptability.
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 Khamsang Phukon, Founder and CEO of JonoJug Communication, and
Shalini Sharma, Founder and CEO of Hi-Kalpaa, for a conversation on
storytelling, brand building, and thought leadership in the digital age.
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:
What
are the key elements that contributed to your success, and what insights did
you take from your previous experience when starting your venture?
Khamsang
Phukon: “I wouldn’t necessarily
call it success yet, but definitely growth. “
When
I started my company four to five months ago, the only thing I wanted to
ensure—both for the brands I work with and for myself—was authenticity and
transparency. These values were instilled in me from childhood, thanks to my
mother, who raised four kids as a single parent.
One
of the biggest lessons from my experience in the PR industry is that we should
never be afraid to ask questions. Every client is unique, and I believe in
understanding their core DNA before crafting campaigns. I don’t see this as
just a business transaction—I aim to build long-term relationships so that even
if we stop working together, we can still have that mutual respect and
connection.
How
do you maintain a strong company culture and ensure employees align with the
brand’s DNA?
Shalini
Sharma: A founder sets the tone for
company culture. Over the years, I’ve hired across multiple
industries—education, telecom, clothing, real estate—and I’ve realized one
thing: if your team doesn’t feel connected to you, they won’t stay.
I
treat my team like family. Families fight, and have ups and downs, but at the
end of the day, they stick together. I check in with my employees, celebrate
small wins, and ensure they feel valued.
One
of the most important things is keeping communication open. If employees trust
leadership, they’ll be more committed. I always tell my team, ‘If the
company grows, you should grow with it.’ And that’s what keeps people
engaged.
How
has content consumption changed, and how does that impact branding and
communications?
Khamsang Phukon: Earlier, it
was all about TV, print, and radio. Now, thanks to the internet and
smartphones, content is available at the tap of a finger.
Regional
content has exploded. If you want to succeed, you can’t rely only on Hindi or
English—you need to tailor content to regional audiences. I once saw a brand
send out the wrong festival greeting for a region. Mistakes like that can
backfire fast in the age of social media. “If you don’t understand a market,
don’t reach out to it until you’ve done your research”. With online
trolling, one wrong move can turn into a PR crisis overnight.
What’s
one skill every branding or PR professional must have?
Khamsang
Phukon: “Multitasking—without a
doubt”
Ever
wondered why some brands leave a lasting impression while others disappear?
This conversation has given you a behind-the-scenes look at what truly makes a brand
stand out. We’ve unpacked the power of authenticity, the shift in consumer
behaviour, and the importance of asking the right questions—because great
branding isn’t just about visibility, it’s about meaning. In a world where
audiences crave real connections, the brands that listen, adapt, and stay true
to their core values are the ones that thrive. Stay tuned for more insightful
stories, candid conversations, and expert perspectives 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.