‘IPRCCA 2024 win is a validation of Avian We.’s performance, purpose, & culture'

In today’s fast-paced world, agencies rise and fall every day, but only those willing to learn, evolve, and adapt rise to the top and set the pace for the entire industry. Avian We. is one of those rare few. Avian We. is a powerhouse that has driven the growth of thousands of brands through bold bets, long-term vision, and an uncanny instinct for staying ahead of the curve. Their legacy was recognised at IPRCCA 2024, one of the industry’s biggest stages, with the ‘Superior Consultancy of the Year’ award. But awards, as impressive as they are, tell only part of the story.

So, to explore their secret to success and journey behind the title, we sat down with Nitin Mantri, Group CEO of Avian We.. The conversation moved from big wins to bigger ambitions, their ground breaking campaigns, the transformations that kept the agency ahead of the curve, and the impact they are making not only in India, but on the global stage. He also opened up about their mission to nurture the next generation of communications leaders and the agency’s future plans.

Excerpts:

1. What have been the most defining phases of Avian We.’s growth and evolution over the years?

Avian We.’s journey has been marked by bold bets, long-term thinking, and an instinct for staying ahead of the curve:

• Foundation and Early Vision (2004): Established in New Delhi in 2004, Avian We. (then Avian Media) built its early reputation on foresight, spotting industry shifts before they went mainstream and adopting a future-ready mindset.
• Geographic Expansion (2006–2010): Opened offices in Mumbai, Bengaluru, Chennai, and Pune. Today, Avian We. has affiliate reach spanning 28 states and 100+ cities, making it one of India’s most widely networked consultancies.
• Public Affairs Foray (2011): Launched Chase Advisors (then Chase India), pioneering public policy and advocacy at a time when it wasn’t yet mainstream in communications.
• Digital, Content & Social Impact Integration (2012 onward): Proactively built digital, content, and purpose-driven practices when few others saw their strategic value, future-proofing its offering ahead of the curve.
• Global Integration (2018): Became part of We. Communications, unlocking global scale, shared values, and integrated capabilities.
• AI, Analytics & Audience Intelligence: In its most recent evolution, Avian We. embedded AI-powered insights into the heart of its business, transforming adversity into opportunity through data-led storytelling, predictive strategy, and audience mapping.

2. As the industry transforms, how has Avian We. evolved its offerings to stay ahead of the curve?

Avian We. has consistently responded to industry shifts through a layered, innovation-led approach:

• AI & Analytics: Scaled its Insights & Analytics practice into a regional hub, with 30+ retainers globally (including Microsoft, MIB, Vedanta). AI is now embedded across sentiment analysis (+50% accuracy), Boolean writing, pitch research, and crisis intelligence.
• Proprietary Tools & Frameworks: Developed in-house capabilities like the Social Media Segmentation Analysis, YouTube Analytics Tool, Executive Trait Mapping (OCEAN model), and Brand Purpose Quadrant Analysis to deliver evidence-based storytelling and smarter strategy.
• Crisis & Reputation Management: Led India Inc.’s most sensitive flashpoints — from the McDonald’s cheese crisis to the Godrej family settlement and Akasa’s pilot fitness issue — with agility and precision.
• Thought Leadership: Co-authored India’s G20 Presidency report with Sherpa Amitabh Kant, and launched a gender-climate finance framework at COP29 in Baku. Also published reports on digital competition, AI, and women in agriculture, influencing ministry briefings and boardroom strategy.
• Cross-Border Growth: Chase Advisors expanded into Southeast Asia in 2025 with operations in Malaysia and upcoming entry into Indonesia and Singapore, building policy expertise across regulatory ecosystems.

3. What new frontiers or impact areas do you aim to lead in, both in India and globally?

Avian We. is sharply focused on six transformative frontiers that will define its leadership over the next 3–5 years:

• AI-Powered Communications: We’re scaling AI well beyond productivity, using it to uncover behavioural patterns, map sentiment shifts, and inform sharper brand narratives across India and APAC. Our growing analytics hub and proprietary tools are helping brands move from assumption to insight.
• Sectoral Deepening in India: We will double down on our specialisation in technology, healthcare, and consumer sectors, combining category knowledge with storytelling agility to support clients navigating a fast-evolving India.
• Public Policy Across Borders: Our public affairs arm, Chase Advisors, has already made its international debut in Malaysia. We aim to expand into Indonesia and Singapore next, offering nuanced, cross-border policy counsel as Southeast Asia’s regulatory complexity grows.
• Climate & Social Impact Communications: Sustainability is embedded in both operations and mandates. From circular economy to gender-responsive climate finance, we’re shaping stories that mobilise stakeholders and influence policy.
• Humanising Complexity: We’re building a global thought leadership ecosystem that makes policy, tech, and social impact communications more relatable. Our goal is to translate abstract concepts into human experiences, turning industry jargon into emotionally resonant, action-driving narratives.
• Inclusive Talent Pipelines: Our DEI-led innovation includes neurodiverse internships, small-town analytics training, and inclusive workplace design, redefining access and equity in Indian communications.
• Inorganic Growth: We will also pursue domestic and international acquisitions to enter new markets, complement existing strengths, and accelerate capability building.

4. How is your agency supporting the next generation of communicators to support India’s future?

Avian We. nurtures future communicators through structured, inclusive and future-focused initiatives:

• Learning Ecosystems: Programmes like Clients for Life Learning Lab, Level Up Manager Training, Crucible (a high-stakes crisis simulation), and the ISB Leadership Programme help build layered leadership capabilities.
• AI for Me: This agency-wide programme equips every team member to integrate AI into real client work — fostering fluency in generative tech and future-focused strategy.
• Academic Partnerships: Nitin Mantri serves on advisory boards of institutions like SCoRe and XIC, helping shape foundational PR curriculum and industry readiness.
• Equity & Inclusion Pipelines: We’re building diverse entry pathways through two flagship initiatives. Our neurodiverse internship, led by our Employee Resource Group (ERG), provides structured onboarding, mentorship, and inclusive integration for neurodivergent talent. The Junior Analyst Programme offers remote analytics roles to youth from smaller towns — complete with free training, laptops, internet access, and full-time employment. These aren’t side projects — they’re how we embed equity into capability building.
• Global Exposure: Employees get to work across markets like Malaysia and North America, gaining firsthand experience in diverse regulatory and brand environments.

5. What does winning Superior Agency of the Year at the 15th edition of IPRCCA mean for the agency and the team?

Winning Superior Consultancy of the Year at IPRCCA 2024 is a powerful validation of Avian We.’s performance, purpose, and culture:

• Purpose-Led Creativity: The award celebrates groundbreaking campaigns like Amazon India Box to Beds, ILFAT, Dettol Bangega Swasth India, and Durex The Birds and Bees Talk, which fused cultural relevance with business and societal impact.
• Resilience & Reinvention: In a year of economic and geopolitical volatility, the agency protected margins, retained 94% of clients, grew into new sectors and geographies, and expanded AI and analytics.
• People-First Culture: It honours a culture that retained 85% of staff, invested in well-being, and embedded inclusion at every level — from LGBTQIA+ insurance to neurodiverse hiring.
• Market Leadership: The win reaffirms Avian We.’s stature as an agency that doesn’t just respond to change but anticipates and shapes it across policy, storytelling, innovation, and growth.