How brands are rewriting the marketing playbook in 2025

At the IPRCCC 2024, a panel of communication leaders came together to unpack the changing dynamics of marketing in an age where emotional resonance, transparency, and integration are emerging as key drivers of brand relevance.

The session titled “How Marketing Communication is Evolving in 2025” was chaired by Mehraj Dube, Founding & Managing Partner, Your Next Orbit. He was joined by Mansi Ahuja, Principal, Ampro Marketing and Kamaljeet Singh Randhawa, Vice President – Marketing, Basic Home Loan.

Opening the discussion, Dube asked Ahuja whether the human touch in communication is now a defining trend.

“Absolutely, Mehraj,” Ahuja responded. “My business operates in a very unique format. I represent the World Macadamia Organisation, Australian Avocados, premium food products that most people in India had never even heard of. When we introduced macadamias in 2023, people didn’t know what they were. We’ve all grown up with almonds and pistachios, but not macadamias.”

She explained that her approach involved creating awareness and demand for unfamiliar products. “We didn’t follow traditional formats like TV or print advertising. We reached out to consumers directly, had them taste the product, and built our strategy around that experience,” she said.

Ahuja stressed that facts and brochures are no longer enough. “Consumers want to hear the story. They want an emotional connect. Everything we do is aligned to what the consumer wants, more user-generated content, more authenticity, more relatability.”

Turning to Randhawa, Dube noted the ubiquity and competitiveness of the home loan category, asking whether human connection had become more vital in such a commoditised space. 

Randhawa responded with a touch of humour. “My founder, Atul Monga, often jokes that these days, marriages may not last long, but a home loan will definitely outlast one. If you’ve taken a home loan, you’d better be serious. It’s a long-term commitment.”

He explained that while consumers often assume a good credit score guarantees access to any lender, the reality is far more nuanced. “We’re a platform that helps first-time homebuyers connect with over 100 lenders. Based on their financial profile and the property details, we recommend the best options,” he said. “But most consumers don’t realise that the type of property also determines which banks or NBFCs will lend and how much.” 

He added, “The moment we tell consumers that we don’t charge them anything, they become suspicious. ‘Why are you helping me for free?’ they ask. So communication, PR, branding, and everything we do must also tackle this mindset.”

Randhawa pointed out that consumers are no longer simply absorbing the content brands push out. “That’s a misconception marketers still have. Consumers are reading reviews we didn’t publish. They’re checking ratings we have no control over. The only thing we can control is the quality of service we deliver, because that’s what leads to good reviews.” 

According to him, the landscape of communication has completely changed. “Blanket messaging no longer works. Brands must constantly find newer, more conversational ways to connect. Be it bots, apps, influencers, or podcasts, brands have to be everywhere the consumer is.”

Dube reflected on how far the field has come. “Back in 2005, even getting an ad published was a big deal. Today, you can do it at the click of a button. But with that ease, expectations have changed. There’s more communication, more advertising, but it’s still not enough to please the consumer.”

He continued, “Transparency means different things to different people. Sometimes, just telling the consumer everything they wanted to know is seen as transparency. It’s become subjective.” 

Shifting gears, Dube touched on the blurring of organisational boundaries. “Is there still a distinction between PR, communications, digital marketing, brand, or is it all one thing now? Mansi, you deal with a diverse set of clients. What’s your view?” 

“For us, it’s all about integrated communication,” Ahuja replied. “Everything we do needs to be synchronised, across PR, social media, internal communication, offline events. You can’t look at it in silos.” 

She elaborated on how multi-layered her campaigns are. “It’s not just PR. It’s trade. It’s consumer sampling, chef demonstrations, nutritionists talking about health benefits, social media. All of it must work together. You can’t build a category or run a campaign unless it’s holistic.”

Randhawa added that from the consumer’s point of view, these distinctions don’t exist. “The customer doesn’t understand the difference between brand marketing and performance marketing. For them, an ad is an ad, whether it’s a press release, a news article, or a standalone story. If it talks about you, they believe it’s coming from you. And if you don’t meet their expectations, it hurts your brand.”