A Year of Purposeful Communication and Shared Progress

The year gone by has been one of gratitude, growth, and standing shoulder to shoulder with our clients as trusted communication partners in a rapidly evolving landscape.

Across NBFCs, Manufacturing, IT, Startups, FMCG, Retail, and Education, our mandates spanned reputation building, thought leadership, stakeholder engagement, employer branding, and agile issue management. 

Each engagement deepened our belief in the power of narrative, especially in sectors where credibility, clarity, and speed are non-negotiable. 

The trust our clients placed in us, alongside the investor community’s growing emphasis on transparent, purpose-led communication, has been our strongest catalyst.

Guided by the idea that it’s never too late to dream bigger, we leaned into experimentation: We embraced digital-first storytelling, integrated campaigns, and newer formats that aligned policy, product, people, and platforms. 

In IT and startups, we amplified innovation-led stories. 

In FMCG and retail, we stayed rooted in the consumer’s everyday reality. 

In education, we humanised aspiration and impact.

Challenges, too, became opportunities. Market headwinds pushed us to sharpen strategy and elevate storytelling. 

In manufacturing, we highlighted resilience and the spirit of Make in India. 

In the NBFC sector, we built confidence by simplifying complexity. 

Across industries, we helped brands forge stronger connections with customers, partners, talent, and communities.

2026 and Beyond:

As we step into the future, communication will be more data-informed, more human, and more impact-driven. 

We see a growing need for agile storytelling, sharper stakeholder listening, and narratives that balance performance with purpose. 

We’re excited to deepen our craft, invest in insight-led strategies, and co-create the next chapter of growth with our clients.

We close the year grateful for the trust, inspired by the learning, and energised by what lies ahead. 

The year that was...

2022 was a bittersweet year for Finese PR but very very heavy on education...

We lost a long standing client after 8 years in March this year. Only saving grace was that it wasn't because of us, anything but... And the client's top management team continues to be a great friend and ally, recommending us to all who listen, and even to some who don't...

"Celebrate Endings for they precede new beginnings"

- J. L. Huie

Then was a slew of "education" in 2022...

We are a "Knowledge focused consultancy" and we firmly believe in knowing quite a bit about the sectors that the clients operate in. This is easier said than done, but we've become known as the "go-to people" for the media and analysts when it comes to domain focused trends and information, and this is something that we are quite proud of.

So, when we got three new clients belonging to categories totally different to what was usual - it meant a huge amount of reading up to understand the domains. We had to educate ourselves before we could go out and promote them. And boy, was it difficult!!! In all cases, the clients helped us quicken the process and today we are quite well informed about their domains too.

“Those people who develop the ability to continuously acquire new and better forms of knowledge that they can apply to their work and to their lives will be the movers and shakers in our society for the indefinite future.”

- Brian Tracy

We're thankful for the learning, the opportunity to make a difference and the focus on the new and the diverse.

To all relationships, old and new, here's to a Great New Year...

 

Importance of Content in Communication in the millennial era

The supremacy of Content in Communication is well established by now. For effective communication there has to be relevant content. So the real question should be “Relevant Content for Effective Communication”. Communication involves a Dialogue and for the dialogue to proceed the content has to be relevant otherwise the Communication becomes a Monologue.

Image Credit: www.finesepr.com

Nobody wants a Monologue. However in the present era with multitude of sources for content, it is a challenge to identify relevant Content. Most of us approach this problem by trying to identify the target audience and the content sources catering to the audience to create relevant content. However this has its own challenges. Multiple streams of the same content have to be created to target multiple audiences. Most of us fail in this challenge especially due to the fact that by the time we create the streams, the audience has lost interest or has moved on. This is because we are living in an era of instant news and gratification. The bombardment of information is so huge that somewhere the information givers have forgotten the capacity of the Downloads.

 Image Credit: www.woodst.com

My suggestion for nimble footed amongst us is to work with the content that we have, instead of churning out streams of content. Every bit if content is relevant to some audience somewhere. All we need to do is identify the relevant audience instead of creating relevant content. Once we upload our available content to the target group, based on the response, we can go ahead with the decision to create or not create further streams of content. In military parlance, I would call the Scud Missile approach whereas what we all are trying to do is undertaking a Carpet Bombing approach.

In today’s fast paced world, what is news now will not remain news in a few hours from now. So instead of chasing news cycles, we should be concentrating on creating something which is relevant to our own ecosystem.Relevance will automatically generate News and that too with credibility. Once the credibility of our content is established we can be sure that our content will always find relevance.

NGT's Diesel ban and implications...

Yesterday's blanket ban on Diesel vehicles of over 10 years of age by National Green Tribunal has far-reaching implications and NO, these are not limited to only cars for personal use, which all media reports seem to be suggesting!

Besides the de-registering of these vehicles by Delhi RTO, another major aspect of NGT's order is that no diesel vehicle older than 10 year old will be allowed to enter Delhi. 

The issues are many and have way serious ramifications, and most of them are related to the logistics and transportation sector. Transportation industry today has around 6.6% trucks which are above 13 years of age, as per a FICCI study. It would go up to around 10% or more for trucks above 10 years of age, across India.

In India, 65% of overall freight movement is through roads(trucks). In the segment of over 250 Kms, this becomes more than 80% with only 20% with the Railways. 

In Delhi alone, out of 6 lakh diesel vehicles, over 1.2 lakh are commercial vehicles of 10 years and above of age and these will now be prohibited from plying in Delhi. This constitutes 20% of the total commercial vehicles in Delhi. The numbers that we are talking about are stupendous.

In Delhi/India, most of the products are moved by trucks and with transporters forced to look at ROI in a shorter time-span, the costs are bound to go up. We are already reeling under a high inflation and with higher transportation cost, the products are going to be costlier. Most of the food items / agricultural and animal produce for Delhi's consumption comes from outside of Delhi, so Delhiites need to be prepared to shell out more for groceries and other purchases.

Any movement for industry/businesses/any activity will also be adversely impacted and costs are bound to go up. The cost of transportation will increase substantially leading to an increase in pricing. The B2B businesses will be impacted more, since the B2C businesses may still be able to pass on the increase to the end consumers. There will be pressure on margins in the immediate future.

All in all, we need to be prepared for increased costs, higher inflation and pressure on margins, in the short to mid term, because of the NGT order.

In the connected world, everything you ever say, WILL come back to haunt you!!!

pic courtesy: www.indianexpress.com

Today's headlines - Sidhu & AAP coming together - have an interesting aside. 

And I am not talking about the effect of the "union" on Punjab elections for 2017, where AAP was already a strong contender and  Sidhu has a strong background.

I am talking about how two similar(too verbose, too talkative) brands come together and the issues that they may face due to their "social media" engagements.

AAP has been using social media to reach out to the masses very effectively and so has Sidhu. Issue is that they specialize in mud-slinging too. And the fact that they were pitted against each other since the last two years did not help either.

On the one hand, we have AAP which has called Sidhu, "Farar", "absconder", and many similar names, and on the other, in Sidhu, we have a person who has been vehement in his fascination for the "dharnebaaz-dramebaaz" party and has ridiculed them often.

And unfortunately, despite AAP and Sidhu quickly deleting their "anti" each-other rants, most people are enjoying themselves at their expenses. The fun never stops on Twitter, with more and more people joining in the melee. It would also be a lot of fun watching what they say when they do come together!!!

Learnings:

•  In an industry(politics) where there are no permanent friends and foes, a semblance of decorum will cause lesser embarrassments
• Communication is important. Reach out to all "online", by all means but taking pot-shots at others as per convenience, is immensely avoidable
•  Learn to share "relevant" stuff, lest the less than relevant stuff haunts you for-ever!
• Whatever we may say or do is in the public domain today and it is imperative that we use the tools available to us sensibly and with a lot of caution.
• Better to be safe than sorry!

Finese PR: PR learnings in the era of Kejriwal/Jung conflict

Finese PR: PR learnings in the era of Kejriwal/Jung conflict

PR learnings in the era of Kejriwal/Jung conflict

From being a strong AAP supporter, to an embarrassed AAP supporter, to a "seriously irritated" AAP supporter, my journey over the past 2 years or so has been eventful, to say the least.

My learnings from the political situation that has developed:

• Speak Sense or lose all credibility: The unending war has caused major major damage to the profile of the main players - A Lt. Governor has never been as badly ridiculed as Jung and a CM has never been called as big a "drame-baaj" like Kejriwal. These guys were very respected civil servants and social workers in their previous avatars and today anything that they say is taken with a saucer full of salt.
• Stop Abusing:  You do not gain brownie points if you stoop to the adversary's levels... Their is a lot to be said about behaving like gentlemen that these people have proved that they are NOT! The cacophony is unbelievable.
• Damage Control: Not all things will go your way always - Accepting defeat with grace will work wonders, but no, grace is an unknown entity here... They specialise in making a bad thing worse...

When we train corporates and even individuals in branding and communication, the core points of "let your work / actions speak more than your words", "never ever lose control", "Elucidate your points coherently" are some of the points we begin from. And we completely focus on creating the brand by showcasing the best that we have and not highlighting the worst of competition. 

All PR concepts come to nothing in today's political scenario. Never ever have we had such foolishness being promoted in the Capital as today and I think this will continue till the time both stop playing to the gallery and the media stops lapping up whatever they say/do! 

One can only hope that their respective media teams understand this and try to mend the situation, or else we will have no option but to use NOTA in the future elections!