Amitabh Saksena’s journey as a lifestyle PR luminary

In this edition of the e4m PR & Corp Comm Luminary series, we engaged in a candid conversation with Amitabh Saksena, Managing Director, Actimedia PR & Digital that inspires and offer insights into the life of an industry leader.

Amitabh Saksena is a true luminary in the lifestyle PR sphere with an illustrious career of over 30 years. His unique approach and strategic consulting have benefited an array of local and international brands. Notably, he played a pivotal role in promoting India's inaugural Formula 1 team, Kingfisher Calendar and Sula Wines amongst others. As co-founder of Actimedia in 1998, Amitabh has spearheaded the agency's ascent to greatness and has made Actimedia, a go-to agency for businesses seeking to amplify their brand voice and foster meaningful connections with their target audience.

This story discusses his early life and education, the beginnings of his career and the story behind his entrepreneurial venture. Additionally, we will touch upon his leadership style, key lessons he learned, and his lasting impact on the PR landscape.

How Did He Get His Start in the PR Industry?

Amitabh got inspired to enter the PR industry during his MBA days. While completing an internship at ACC Cement, he realized that sales wasn't the right fit for him. The turning point came when during his final year, he stumbled upon an article in Business Today on "PR the Sunrise Industry." 

Inspired by the article, Saksena recalls, "One of the industry leaders quoted in the article was Ravi Shyam, and with a mix of excitement and naivety, I decided to reach out to him after getting back to Mumbai, asking about job opportunities."

To his surprise, Ravi Shyam responded and offered him a job position immediately. This marked the start of his career as a PR consultant. Reminiscing about this moment, he shares, "A simple article ignited my interest and led to a life-changing connection. It's a reminder of how unexpected encounters can open doors to new and fulfilling paths."

Talkig about his previous experiences that laid the groundwork for his success in the industry, Amitabh expresses, “I began my professional career in 1992 with Ravi Shyam, a veteran in the industry, before moving to IPAN. Ravi Shyam & Associates was my training ground where I learned the ropes of PR early on. He involved me with planning and strategizing from day one, providing a solid foundation in the field”

He continues and shared more about the early working opportunities, “At IPAN, I had the opportunity to work within a larger organization and engage with some of the best names in the industry, including MTV, Microsoft, HP, HCL, Cisco, Goldman Sachs, PWC, and Nokia amongst others. This experience gave me confidence in all spheres of communication—be it writing, pitching, servicing, or achieving results.” He further adds, “Working with these high-profile clients helped lay the seeds for what would eventually become a sharply focused lifestyle PR agency.”

The Inception of Actimedia PR & Digital

Actimedia PR & Digital has been a staple in the PR industry, cementing its legacy through decades of innovation and specialization in the Lifestyle sector.

Sharing his vision behind establishing Actimedia PR & Digital in 1998, Amitabh explains, "Actimedia was founded with a simple yet ambitious goal. We wanted to carve out a niche in the PR industry, focusing on lifestyle brands and leveraging our connections and expertise to make an impact. Our vision has always been to provide our clients with a lifestyle edge, and we have successfully managed to deliver it to drive brand differentiation for our clients.”

Amitabh further highlights that he and his team bagged Esso Petroleum (now ExxonMobil) as their first client. "Slowly and steadily, as the international brands started making their entry into India, a tremendous opportunity opened up for us to work with companies such as Arvind Brands; Madura, and L’Oréal India amongst others, after which there was no looking back,” he proudly mentions. 

Despite their success, the company faced significant turning points due to the evolution of the industry landscape. "The shift towards paid media and the rise of influencers presented new challenges," Saksena remarks. Here, he appreciated the work and efforts of Trupti Vasudev, the firm’s Director, who took it upon herself to adapt to these changes, brought a fresh marketing perspective to Actimedia’s team, and spearheaded its expansion into social media and influencer engagement. Saksena further acknowledges that under Trupti's leadership, Actimedia embraced these new trends, incorporating social media, influencer, and blogger engagement services into their offerings. 

Highlighting the strategies they employed to keep himself and Actimedia PR & Digital at the forefront of industry trends and technological advancements, Amitabh shares, “Actimedia is very clearly in the lifestyle space and we have stuck to our expertise. Secondly, we choose our clients; we choose to work with a defined set of people; we truly love to live on our terms all the while ensuring that once we take on a brand we do our very best and try to exceed their expectations on all fronts.”

Glimpses from His Childhood

Saksena recalls his childhood with a sense of nostalgia and compares it to the enchanting stories of Enid Blyton. "I was born in Nagpur, Maharashtra, where I enjoyed a childhood filled with wonder, reminiscent of Enid Blyton's stories," he shares. Furthermore, his father worked as an officer in the Indian Railway Traffic Service, while his mother actively participated in social welfare initiatives within the Indian Railways that instilled in him the values of social service from his childhood.

As the youngest of four brothers, Saksena admits that he was the pampered one. His love for reading was nurtured by regular visits to the local club library and the British Council Library. 

He further adds that his father's transferable job allowed him to experience life in various cities, including Nagpur, Bilaspur, and Mumbai, and offered him a unique perspective on life and a sense of adaptability.

Talking about his educational journey, he highlights, “I graduated from St. Xavier's College and pursued a Master's degree in Economics from the University of Mumbai, followed by a Master's in Business Management, which equipped me with a solid foundation for my professional career.”

The Secret to His Success in Building and Leading Actimedia PR & Digital

Reflecting on the true meaning of success, he remarked, “Success is a tricky word; if you measure success with money then we have done good, not great. If you measure success by loving what you do and being the best at what you love, we have achieved it totally and beyond. We chose happiness – where our people are happy and our clients are happy.”

What Fuels His Desire to Grow in the PR Industry

In a career spanning nearly three decades, Saksena's enduring passion for his work remains palpable even after nearly three decades in the industry. Reflecting on what fuels his motivation, he shares, "I love the fact that I don’t feel that I work; but I guess that’s because once you have laid a solid foundation and you love what you do, things seem easy. Strategizing comes naturally, and assisting brands to achieve their objectives excitingly is what keeps me engaged." 

His commitment to work underscores how a genuine passion for one's work can transform the routine into an exhilarating experience and proves that when one is truly invested, the journey becomes as rewarding as the destination.

Key Lessons He Learned

As a founder and managing director, Saksena has distilled his experiences into several key lessons that guided him through the complexities of building a successful career and staying true to his personal and professional goals.

In this regard, he emphasizes, "It is crucial to define what you want out of your life. Also, I discovered E.F. Schumacher’s book ‘Small is Beautiful’ early on in my life, which talks of how one can create small enterprises and work towards a larger goal, each contributing their best." Moreover, Amitabh shares a timeless piece of advice: "Don’t run after money, let money pursue you and you go on doing what you truly love and enjoy!" 

His Vision for the PR Industry

Sharing his vision for Actimedia PR & Digital and its desired legacy within the industry, Amitabh articulates, “Actimedia envisions itself as an independent agency dedicated to delivering exceptional service to clients within its areas of expertise, making a significant impact on the brands we partner with and their teams. Finally, by being the David & Not the Goliath, we demonstrate that specialized knowledge and agility can create meaningful change in the industry.” 

He further mentions, “Recently Actimedia has been inducted into the Travel & Lifestyle Network, which spans the globe, including Asia, the Americas, Europe, and Oceania, united by a shared pursuit of excellence. Together, we are redefining the landscape of PR and communications in the travel and lifestyle sectors across 24 countries.”