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brings you unfiltered stories from professionals shaping the world of branding
on Brand Ki Baat
Companies
are not founded on ideas. They are constructed upon a belief, upon clarity of
expression, and about the boldness to be ahead of the curve. Whether it is the
streamlining of production by technology or assisting the emerging brands to
find their voice in the overcrowded market, what actually matters is intent.
Brands that speak truthfully, teach their ecosystem and address real problems
are those that survive in the era of short attention and strong competition.
Welcome
to Crafting Bharat: Brand
Ki Baat, Mumbai Edition an industry first podcast about brands, businesses,
and those who create them through inside out. In this engaging episode, host Kartik
Chawla sits down with Anindita Gupta, “Founder & CEO of Scenic
Communications” and Kunal Singhal, “Founder & CEO of Eazy Business
Solutions;”; in a very open discussion on entrepreneurship, PR
evolution, technological innovation, crisis management, and power of
founder-led storytelling.
This
series is proudly brought to you by NewsReach, India’s leading PR-tech
platform, powered by HT Smartcast; Gifting Partner Nanaji Natural and
Beauty Partner Lakme Academy. Tune in for stories, insights, and
inspiration!
Episode
Link: https://www.youtube.com/watch?v=Ne02669IitU&pp=ygUPY3JhZnRpbmcgYmhhcmF00gcJCaIKAYcqIYzv
Edited
Excerpts
What drew
you to build what you have today?
Anindita
Gupta: “PR was not love at first sight, alright”.
Having a media background, there were various creative paths leading up to the
discovery that communication had an extensive influence. “If you’re not
telling your story the right way, and loudly enough, you’ll simply be missed.”
After
nearly a decade of experience, I launched Scenic Communications in 2016. I was
focused on one thing, which is assisting SMEs and B2B brands in the long-term
perspective of reputation. The potential was enormous, yet hundreds of
companies did not know how strategic communication can improve brand equity and
contribute to their growth.
What was
the vision behind your ventures?
Kunal
Singhal: “Enterprise software is not really designed to
work in the Indian scenario, most of the time. Distribution to the shop floors
is different in terms of Indian systems compared to global systems. “Whatever
we build needs to be Indianized.”
The
company is today operating in 16 or 17 countries, however the philosophy has
never changed. We will aim at easing the life of everyone. Not only in the
product but in our organizational culture too.
Anindita
Gupta: In the case of Scenic vision was not limited
to service delivery. It was about education. SMEs would respond that they were
getting orders, so they did not need PR.
From
early voice-tech campaigns before Alexa became mainstream to nutraceutical
brands before COVID accelerated the sector, her team focused on shaping
understanding. “When you’re entering something new and need to educate the
market, PR plays an immense role.”
Are
brands today emerging victorious because they are relatable?
In
the segment known as Rate This Pitch, the conversation covered brands
such as Wakefit and Pizza Hut that embraced humor and interactive innovation.
Kunal
Singhal: It came to a point whereby everything was
about celebrity endorsement,
People
are now seeking authenticity. They wish to meet the founder, the staff, the
actual faces of the brand. Relatability is not the sole element and now
aspirational and trustworthy are two words that have become inseparable.
Anindita
Gupta: “It is dependent on the context.”
When
the experience gives them a pleasant, memorable experience, consumers identify
with that emotion when thinking of the brand. Lasting impact is not achieved
through gimmickry, but through emotional recall.
What
is your opinion of the role of AI in marketing and communication?
Kunal
Singhal: Yes, AI already helps generate initial drafts
of campaign ideas. It saves time and provides vision in real time. But he makes
it clear where it goes. It is not the right way to leave everything to AI.
People are still required in creativity and emotional depth.
Anindita
Gupta: AI can recreate results and calculate numbers
but the leap is a creative instinct. Thinking is a human activity compounded by
technology, but the spark is human.
How do you
see AI influencing marketing and communication?
Kunal
Singhal: The voice of the founder. The founder is only
the one who can provide the original vision and intent. Brands such as MDH,
whose personal presence created amazing recall and trust. Storytelling by
founders, he reckons, will not disappear any time soon.
What
are your crisis and high-pressure campaign management strategies?
Anindita
Gupta: Crisis management: PR becomes second nature.
The industry requires agility, based on national retail introductions made in
several weeks and late-night notifications made by big malls. You never stand
still, controlling brand sentiment, audience sentiment, and journalist
sentiment.
The
key is transparency. “If you introduce something new and it doesn’t go as
planned, open communication helps manage the situation. If you try to hide
mistakes, it can spiral.”
As
the conversation winds down with reflections on Mumbai’s relentless pace and
opportunity-rich ecosystem, one message stands clear. Whether you are building
technology for manufacturers or shaping narratives for emerging brands,
simplicity, authenticity, and clarity are non-negotiable.
In
a city that thrives on ambition and resilience, this episode is a reminder that
strong businesses are built not just on products or campaigns, but on intent,
communication, and the courage to think ahead. For entrepreneurs and brand
builders alike, the insights shared here offer both reassurance and inspiration
to keep crafting with purpose.
Brought
to you by NewsReach – India’s leading PR-tech platform, powered by HT
Smartcast.