‘Leadership is about creating space for ideas, for conversations, for people to rise’

The role of a PR & communications professionals has become more critical in today’s dynamic world. e4m PR & Corp Comm 40 Under 40 Awards 2024 celebrate the trailblazers, future leaders, entrepreneurs under the age of 40 who are redefining brand stories, building trust, and driving strategic communications across industries. These winners represent a new generation of professionals who pave a way to lead with purpose, their stories are both a reflection of their individual wins and a roadmap for aspiring communicators.

Today, we feature Smita Agarwal, Account Director, Kaizzen and the proud recipient of the 6th edition of e4m PR & Corp Comm 40 under 40 awards 2024. She opens up about what the recognition means to her, the remarkable moments that shaped her journey, a rare, behind-the-scenes look at the mindset, values, strategies that define success in today's communications industry, and the personal and professional lessons she has gathered in her career till now. 

Excerpts:

How do you feel being part of this renowned list of 40 under 40 leaders?

It’s an incredible honour to be recognised among the 40 Under 40 leaders. This acknowledgment is more than a milestone, it’s a reflection of a journey built on passion, persistence, and the belief that meaningful storytelling can truly move markets and minds.

Over the past 9.5 years, I’ve had the privilege of helping build brands from the ground up, reshape reputations, and navigate crises, all through the power of strategic communication. Today, as an Account Director at Kaizzen, I have led campaigns for some of the most dynamic names in BFSI, tech, and consumer brands, FreshToHome, Addverb, MFIN, Client Associates, CJ Darcl and more. Each campaign has been a new story to tell, a new challenge to overcome, and a new legacy to shape.

Recognition like this is a nudge forward. It motivates me to keep pushing boundaries, mentoring young professionals, and evolving with the ever-changing communication landscape.

What are the top 3 skills you believe are essential in today’s professional landscape?

If there’s one constant I’ve learned in PR and communications, it’s change. The pace is relentless, and the skills that matter most are not necessarily the most technical, but the most adaptive.

In today’s volatile environment, the ability to anticipate change, pivot quickly, and reframe narratives with agility is crucial. When leading campaigns for brands like EnKash or Addverb, I’ve had to rethink strategies in real-time, whether it’s a product launch delay, regulatory shift, or a cultural moment that calls for responsiveness.

Empathetic leadership isn't just a buzzword; it's essential. Empathy fuels collaboration, builds trust, and empowers teams to thrive, even under pressure. Whether managing a crisis like the Rajnigandha Pearls campaign or brainstorming at midnight with my team to meet a deadline, empathy has been my superpower.

Moreover, PR today is not just about media presence. It’s about driving results. What’s working, what’s not, and why? Whether it's building trust for FreshToHome or positioning Addverb as a global automation leader, I’ve learned that data-backed storytelling creates resonance that sticks

What emerging trends or technologies do you believe will shape your industry in the next 5–10 years?

The next 5–10 years in communications are going to be transformative, and I believe three things will redefine the game:

• AI-Driven Communications: We’re already seeing generative AI tools play a role in drafting content, analyzing sentiment, and tracking narratives. But the real opportunity lies in combining AI insights with human creativity. Campaigns will become more targeted, more predictive, and more real-time.

• Purpose-First Branding: Brands are increasingly expected to stand for something -  sustainability, inclusivity, and mental health. Audiences want to align with brands that reflect their values. Campaigns like Bisleri’s Bottles for Change or Delhi Government’s 10 Hafte, 10 Baje, 10 Minute have proven how deeply social impact messaging can resonate.

• Phygital Engagement: As physical and digital worlds continue to blend, PR will expand beyond traditional media into immersive experiences, think AR/VR press launches, influencer-driven hybrid campaigns, and digitally driven product reveals. The experience will matter as much as the message.

How do you define leadership in the modern workplace?

Leadership, for me, has never been about being the loudest in the room. It’s about creating space — for ideas, for conversations, for people to rise. The kind of leadership I believe in starts with listening.

Every team has its own rhythm, its own strengths. Tuning into that before jumping in has helped me not just lead better but connect deeper. Some of my proudest moments aren’t tied to awards or coverage, but to watching someone on my team grow from a quiet thinker to a bold strategist. That’s the real win.

There’s this misconception that leaders have all the answers. But the truth is, showing up with honesty, admitting when you're stuck, and being open about challenges — that’s where real leadership kicks in. Whether it's handling a high-stakes pitch or smoothing out an internal hiccup, I’ve found that vulnerability often earns more trust than any title ever could.

PR is evolving by the minute — from AI tools to shifting algorithms, nothing stays still. I’ve always believed that the best teams are the ones who never stop learning. Whether we’re experimenting with LinkedIn strategy or figuring out how to make our storytelling work harder, I try to make learning less of a checkbox and more of a mindset.

What are your future plans? What’s one lesson you want to pass on to young professionals?

My future lies in building stories that spark conversations and create impact—not just for brands, but for industries and communities. I envision contributing more deeply to purpose-led communication, mentoring the next generation of storytellers, and maybe even launching a strategic communication consultancy that bridges business, purpose, and creativity at scale.

Another dream is to expand my learning beyond PR, into brand strategy, digital innovation, and behavioral insights, so I can build more holistic campaigns. I want to contribute to causes that matter—climate action, gender equity, and inclusive tech—and help brands align themselves more meaningfully with these narratives.

To young professionals, my advice is simple: Be curious, be brave, and be kind. Your career will not always follow a straight path. You’ll face setbacks, creative blocks, and moments of self-doubt. But if you stay true to your values, keep learning, and never lose your empathy, you’ll always find your way back to purpose.

Also, remember that PR is not just about media, it’s about meaning. Whether you’re drafting a pitch note or leading a national campaign, ask yourself: Does this create value? Does it matter? If the answer is yes, you're already ahead of the game.