Mukesh Kharbanda: The brilliant PR & Comms leader with the regional/Bharat touch

Mukesh Kharbanda, the ‘man with Regional touch’ and Managing Director of Fuzion PR is celebrated as a PR and communications leader who has brought Bharat’s regional richness to the forefront, introduced innovative strategies and is representing Bharat’s diverse cultural fabric globally. His vision and passion have redefined Regional PR and exemplifies the perfect synergy of modern communication trends and Bharat’s timeless cultural richness. Being an avid traveller, he has travelled the length and breadth of India and bridged the gap among the communication objectives of different Indian cities.

In today’s story, we will explore Mukesh Kharbanda’s close-knit connection with Bharat and:

• His 15 years as a pioneer and undisputed leader in the Regional PR space
• His journey of Steering Fuzion PR to the pinnacle of regional PR excellence in India
• His contributions through ‘SocialOCD’
• His life’s philosophy and lessons he learned in his entrepreneurial journey
• His future plans and so much more

His 15 years’ journey as pioneer in the Regional PR space

Mukesh has been a leading entrepreneur and serving the PR & Comms industry from the last 15 years. He defines all these years as inspiring, challenging, and full of experiences, learnings, and achievements at the same time and cites it as a perfect recipe for a founder/CEO to keep going.

He narrates, “The story of becoming a founder started right after my post-graduation in Journalism and Mass Communication when I began my career with Genesis-BCW. That experience was a real game-changer and truly strengthened my love for the communication field.” Then, he took a moment and thanked his incredible mentors—Prema Sagar, Bhuvnesh Chawla, Vandana Sandhir, Atul Sharma, and Kriti Makhija, and his first reporting manager, Kapil Sharma for teaching him all the ins and outs of strategic storytelling and importance of building strong values and meaningful relationships to lead an organisation.

Kharbanda recognized a significant gap in the PR industry early in his career—the need for tailored strategies for regional markets. He noted that Tier 2 and Tier 3 cities have distinct perspectives and purchasing patterns compared to metropolitan areas. This realization inspired me to explore and specialize in this underserved market, aiming to develop and master strategies that address its unique needs. And that’s what we do every day at Fuzion PR.

Under Kharbanda’s leadership, Fuzion PR has become a trailblazer in regional communication, bridging the gap between brands and the heartland of India. When asked about the secret to this remarkable success, Kharbanda offers a glimpse into the principles that have guided the firm’s journey amidst an ever-evolving PR industry, “Our journey at Fuzion PR has always been anchored in a few key principles: passion, adaptability, and a commitment to delivering genuine value. PR is a field where trust and relationships are everything, and that has been the foundation of our success.”

Kharbanda highlights that the industry has witnessed a dramatic shift in recent years. With approximately 80% of consumers residing in Tier 2 and Tier 3 cities, brands are increasingly recognizing the importance of these markets for sustainable growth and long-term success.

Mukesh asserts that Fuzion PR has embraced these shifts by remaining grounded and attuned to both client needs and emerging industry trends. He further emphasizes Fuzion’s evolution, “Over the years, the PR landscape has shifted dramatically—digitalization, the rise of social media, influencer dynamics—all of this has changed how audiences engage with brands. To thrive in this environment, you have to be nimble, willing to learn, and, most importantly, willing to evolve.”

Challenges he faced as an entrepreneur

Kharbanda comes from an entrepreneur’s family but when asked, does his entrepreneurial background make it easy for him to start Fuzion and scale it to where it is today, he expresses, “It was a double-edged sword. On the one hand, I grew up in a house where every discussion led to business and politics, which helped immensely in shaping my understanding of entrepreneurship in India and how external factors impact running and growing a business.” However, despite the positives, he further stated the core challenges of being part of a family business, particularly the inevitable expectation to join and grow it forward. For him, this was no different. Like many heirs, he was expected to take over and expand the garment manufacturing business his father had successfully run for 25 years.

“Only if I did not have the foolish courage of a 20-year-old, I would have surely done that and made my dad proud! Hopefully I will do so in the communication space also someday. My family was not very happy initially, with me venturing into PR, but eventually it's the only family from which you can expect unconditional love and support, which has always been the case, he adds, describing the immense support he received from his family for his career choices.

The Ups and Downs of Regional PR Space

Kharbanda opens up about his journey and shares the glimpses from his remarkable journey, the pressures of leadership, and the ethos that keeps him and his organization at the forefront of the industry. He started with expressing deep gratitude and fulfilment. “When we started, our aim was simple: to bring the power of professional, strategic PR to Bharat/Regional India. Over the years, seeing Fuzion PR recognized as a leader in this space is not only a validation of our hard work but also a testament to the trust our clients have placed in us. It’s truly an honour, and with that honour comes a great sense of responsibility,” he explains.

When asked about the pressures of being a leader in his domain, Kharbanda acknowledges the high expectations that come with his position. "There’s a constant need to innovate, keep up with technology, and ensure our team is motivated and skilled. Being a leader also means sometimes making tough calls, because you’re accountable not only to clients but also to your people and the industry at large," he mentions.

His contributions through ‘SocialOCD’

SocialOCD’s another brainchild of Mukesh Kharbanda. Defining its idea, he briefs, “It is a natural extension to the work we do in Fuzion PR across Regional India and helps brands explore the power of Regional Digital. Wherein we focus on creating content in different regional languages or focus on content creators who have a strong foothold in tier-2,3 and 4 towns.”

He explains the inspiration and shares, “Back in 2017, when the digital revolution was just gaining momentum with Jio's entry into the market, we recognized a significant shift. By 2018, the landscape of digital influence was expanding rapidly, and we saw a golden opportunity to focus intensively on Bharat through a robust digital strategy. Our approach was to leverage our unique capability to curate content in multiple Indian languages and our deep understanding of regional consumer behaviour on social media. We aimed to elevate local influencers and regional voices, making them a pivotal part of every brand's communication strategy.”

“This vision became even clearer as we moved forward. While print media dominated the scene until 2019, the rise of digital media, accelerated by the Covid-19 pandemic, began to shift consumer priorities. The pandemic highlighted the accessibility and impact of digital platforms, reinforcing the importance of integrating local heroes and influencers into brand narratives,” Kharbanda continues elucidating his vision for Social OCD.

“Thus, Social OCD was born out of this evolving landscape, driven by our commitment to adapt and excel in the digital domain. Our goal was—and continues to be—to help brands connect with regional audiences in a meaningful way, using our expertise to transform local influence into a powerful asset for their communication strategies,” he concludes.

Lessons he learned in his entrepreneurial journey

Drawing wisdom from ancient scriptures, modern leadership philosophies, and a deep understanding of Indian culture, Kharbanda offers a unique perspective on building a resilient and empathetic business.

Mukesh credits the Bhagavad Gita as a major influence in his professional life. Next, he embraces the fact he learned from Simon Sinek’s Leaders Eat Last that true leadership is not about authority—it’s about service. Moreover, he also mentions that Indian wisdom also plays a big part in his approach. He further mentions the idea he learned from Devdutt Pattanaik’s Business Sutra, that “Everyone sees the world not as it is, but as they are.”

Lastly, he shares that Karma is the mantra that guides his life and shapes his worldview. While he holds deep respect for all religions and their teachings, he clarified that he doesn’t adhere to any specific belief system. “For me, living with integrity, being kind, and taking responsibility for my actions is what matters most—no superstitions or rituals, just the belief that our actions define us,” he adds.

His favourite Indian travel destinations

Mukesh Kharbanda has travelled and worked across the length and breadth of Bharat. When asked about two of his favourite travel destinations in India, he reveals - Varanasi and Kochi.

Varanasi:
Mukesh describes Varanasi as a city that resonates with his soul. “not just because of its spiritual significance, but because of the unique vibe it offers. The ghats along the Ganges are unlike any place I’ve been—the atmosphere is both tranquil and vibrant at the same time. The sound of the river, the rituals, and the history that fills the air bring a sense of peace I can’t quite explain. And, the food,” he expresses.

Kochi:
Kochi holds a special place in Mukesh’s heart due to its connection with Fuzion, the first office his company established in South India in 2015. He recalls his frequent travels to the city that year, forming a lasting bond with it. “Its rich cultural heritage, evident in the quaint streets of Fort Kochi, blend beautifully the charm of history with the blend of modernity. At the same time, its bustling art scene, cosmopolitan vibe, and flourishing start up culture showcase its dynamic present.” he shares. He believes a city is represented by the people and without any bias, he has found people in Kochi always warm and welcoming.

His Vision

Sharing his vision for the future of the industry, Mukesh talks about offering a roadmap for unlocking the untapped potential of Bharat's regional markets and highlights the critical role of tier 3 and tier 4 towns in shaping the next decade. While the past decade saw a focus on tier 2 cities due to the saturation of metropolitan markets, he noted a shift as government investments drive development in the interiors of Bharat.

“Our upcoming Annual Regional India Pulse will emphasise this shift, highlighting that while many are still focused on tier 2 cities, the time has come to also consider the potential of tier 3 and tier 4 towns. We’ve already begun implementing strategies to address this new frontier, recognising that to truly understand the regional landscape, we must look beyond tier 2. We have been publishing various white papers also regularly to explore the media and consumer landscape across Bharat,” he illustrated proudly explaining the efforts of his and his team.

Next, he further highlights and talks about ‘gRavity’s’ first edition in Gurugram on March 17, 2023, India’s first-ever Annual Regional Communication Conclave, bringing together communication leaders to discuss and strategize around the significance of #RegionalPR.

His parting words encapsulate his vision: “Our initiatives focussed on Regional India are a testament to our commitment to serving the diverse needs of Bharat effectively. We will try to keep hosting the Regional flag on India’s map with the hope that the entire communication Industry will soon realise its importance Bharat deserves in their communication objectives.”