‘Being recognised multiple times in lifestyle sector proves that specialization pays off’

In the high-energy world of fashion and lifestyle PR, one name has been a consistently rising for more than 26 years: Actimedia PR & Digital. Back in 1998, Amitabh Saksena started the company with a clear goal to build a special place for lifestyle brands in the public relations industry. Their vision has always been to give clients a unique advantage, helping their brands stand out and feel more exclusive. Now, that dedication and two decades of hard work have paid off in a big way. Actimedia has just been celebrated as the winner of the ‘Specialised Consultancy of the year – Fashion & Lifestyle’ at the 15^th edition of e4m IPRCCA, proving they are still at the top of their game.

In this IPRCCA special series, we share excerpts shared by Amitabh Saksena, Founder & Managing Director Actimedia PR & Digital in which he talked about the agency’s journey, its growth, what sets it apart from the competition in the fashion and lifestyle category, their team secret to stays creatively and strategically ahead in such a fast-paced industry, future plans and more.

Excerpts:

How would you describe your growth journey over the past few years?

The last few years have been quite remarkable. While we have been a fore runner in the lifestyle and luxury PR industry for over 26 years, the last few years have seen us taking Actimedia to global shores. We are now the India partners to Travel Lifestyle Network, a coalition of 27 specialised travel & lifestyle agencies across 40+ markets. We have had the pleasure of working with some fantastic global brands including Raffles Sentosa Singapore, Norwegian Cruise Lines, Air Canada and Ayana Resorts to name a few.

We've evolved from our traditional PR roots to now offer specialised influencer marketing services, trying to create meaningful collaborations for a diverse set of brands such as Ariel, De Beers and Timex.

Also importantly, a couple of years ago we launched Actimedia Earth, designed as a communications agency committed to help 'do-good' businesses. Today the world faces the dual challenge of meeting its ever-growing need for resources while ensuring a sustainable, safe & equal environment for future generations. With Actimedia Earth, we are committed to support and create greater awareness for products and services that are sustainable and create positive change for the planet, and we have partnered with several organisations to do just that.

What do you think sets your consultancy apart from the competition in the fashion and lifestyle category?

Honestly, what differentiates us is our team. We are building a hand-picked team from diverse backgrounds and one that is passionate about what they do, which adds quality to every interaction and experience. We’re passionate about making our people win with a motto of ‘HAPPY PEOPLE HAPPY CLIENTS’ and thus the clients win as well, and I think that makes all the difference.

We're not generalists trying to do everything – we've honed our expertise specifically in lifestyle communications for over two decades with some exceptional brands. We have had an enviable track record of managing the best of both domestic and international clients that have chosen to be with us for longer periods ranging from 6 to 13 years. 

We understand that in the lifestyle sector, PR isn't just about number of clips – it's about conveying brand attributes and creating aspirational narratives that resonate with ever evolving consumer trends and finding the niche that sets it apart from its competition.

How do you ensure your team stays creatively and strategically ahead in such a fast-paced industry?

At Actimedia, we invest heavily in our people because we believe that creativity comes from diverse perspectives and continuous skill development. I’m quite certain, no other agency invests the time and effort that we do in training our teams. During the pandemic we created a concept called Actimedia Adda which is our window into the outside world, and also a space where our teams can hang loose.

We discuss global trends, invite media partners to share their products & platforms, present our own case analyses along with what should be on our watchlists over the weekend!

The idea is that we encourage our team to think beyond traditional PR boundaries. Whether it's creating advertising campaigns, launching a book, promoting a film festival, conceptualizing a sporting event, creating brand experiences – we encourage our teams to push creative boundaries in everything we do.

Where do you see Actimedia PR & Digital heading in the next 3–5 years?

Our ambitions have never been about number of clients, but we are ambitious about the quality of work we do. Actimedia has been appointed to the global board of the Travel Lifestyle which opens up international opportunities for us. We see ourselves expanding our global footprint while maintaining our personalized approach.

We are poised to become the go-to partner for international brands entering the Indian market and Indian brands looking to expand globally.

Our 26 years of experience in the lifestyle space positions us uniquely to bridge cultures and markets.

What does receiving this recognition as a specialised consultancy in the fashion and lifestyle space mean to you?

Winning the 'Fashion and Lifestyle Agency of the Year' award at the exchange4media India PR and Corporate Communications Awards (IPRCCA) is incredibly meaningful. This recognition validates our decades of dedicated focus and commitment to the lifestyle sector.

A big 'Thank You' to our clients as well as to our super-passionate teams across India who make great things happen. This award isn't just about our agency – it represents the trust our clients place in us and the exceptional work our team delivers consistently.

Being recognized multiple times in this category reinforces that specialization pays off. In an industry where many agencies try to be everything to everyone, we've stayed true to our core expertise in lifestyle communications. This recognition motivates us to continue pushing boundaries and setting new standards in fashion and lifestyle PR.