Sayantan Das Adhikari: The visionary who took regional PR global

At a time when the idea of a regional PR agency was unheard of in India, Sayantan Das Adhikari established a communication powerhouse that put Eastern India on the national and global PR map. He is the Founder & Director of Pinnacle Candid Communication who transformed a Kolkata-based venture into one of the country’s most influential regional agencies, redefining how brands from non-metro markets are perceived and represented.

Pinnacle Candid Communication is today Eastern India’s largest Public Relations, Event Management, and Marketing agency, with a network spanning 41 cities across India and partnerships extending to the USA and Australia. The agency’s growth from a regional setup to an international player, servicing clients including UK Government departments like the NHS and the Royal Air Force Army highlights the expanding influence of regional communications firms in the global PR ecosystem.

Moreover, he isn’t just an entrepreneur or PR leader, he is also nurturing industry-ready talent through the Candid School of Communication, established in 2011, one of Eastern India’s first management institutes focused on PR and Event Management.

In this feature, we explore Sayantan Das Adhikari’s over two-decade journey, the challenges of building a global network from a regional base, unique contributions to the regional PR realm, his mentorship initiatives, lessons that define his leadership in India’s evolving communications landscape, and more.

Excerpts:

Can you share your journey from founding Candid Communication in 2003 in Kolkata to expanding it internationally with Candid UK in 2010?

Candid Communication was quite literally born in my bedroom. Growing up, I had a front-row seat to Bengal’s media world thanks to my late father, who worked with the Anandabazar Patrika group (ABP) for 34 remarkable years. Yet, when I launched Candid Communication in July 2003, I had zero formal experience in Public Relations. That was the thrill of it. Back then, the very concept of a regional PR agency in Kolkata was barely understood. Clients often mistook us for an advertising agency, simply because PR was still in its infancy. Through faith, determination and a little entrepreneurial mischief, we built a strong brand recall in the Kolkata market. Candid soon found itself partnering with corporates, film production houses and iconic sporting events in football and cricket. 

In 2008, destiny handed me a boarding pass to London. I travelled for a ground activation and PR campaign targeting Non-Resident Bengalis during the Durga Puja festival, representing a renowned Bengali jewellery brand. There, I noticed a fascinating trend. Indian businesses, especially those in real estate, were increasingly catering to the growing Indian diaspora in the UK. A spark ignited. Why not take Candid beyond borders? That thought became action. By 2010, Candid began collaborating with Bengali associations across the UK, supporting their cultural initiatives while promoting our Kolkata-based clients in retail, real estate and financial services. 

A defining milestone came in 2017 when the UK Government’s Department for International Trade (DIT) endorsed Candid to expand operations in Britain and encouraged me to move here permanently. London has been home since then. Today, Candid UK proudly works with major UK Government departments including the NHS and the Royal Air Force Army alongside many others. Most recently, Candid helped bring to life ‘London Mahotsav’ from 2024, now celebrated as the largest Indian diaspora carnival in the UK.

What were some of the biggest challenges you faced while establishing Candid in both India and the UK, and how did you overcome them?

The biggest challenge in India was building a PR company before the concept was widely understood in Bengal and Eastern India. We had to educate clients and prove value through results. In the UK, the challenge shifted to rebuilding credibility in a mature and competitive market. By forming strong community ties and earning government endorsement, we established trust. Across both markets, resilience, adaptability, and relationship-driven growth helped Candid succeed.

Candid has become a key partner for major West Bengal developers in the UK. How did you build such a strong foothold in the diaspora market? How did you differentiate the agency from the established ones? 

We focused early on the emotional link between the diaspora and their roots. For West Bengal developers, the UK Bengalis aren’t just customers, they are investors in memory and identity. We built campaigns that spoke that language. While many established agencies took a generic Pan-India approach, we differentiated ourselves by bringing deep cultural intelligence, local partnerships with associations and on-ground presence at the UK diaspora events. We connected the right message to the right community touchpoints. That is how we became the preferred partner for developers seeking both visibility and trust.

How have you seen the Indian and UK PR industry evolve since 2003, and what trends excite you the most today? How is Candid adapting to these shifts?

When I started, PR was mostly about press releases and media desks. Today it is about audience behaviour, online conversations and immersive brand reputation. In both India and the UK, the rise of digital communities and diaspora influence has reshaped the industry. Candid is adapting by combining our cultural understanding with new-age platforms, deeper analytics and content that travels across borders. It is still storytelling, just with smarter wings.

As someone who trains the next generation of communicators through Candid School of Communication, how do you mentor young professionals entering the PR and what key skills do you believe future PR professionals must have?

Mentoring young PR professionals is about helping them understand that communication is both strategy and empathy. At Candid School of Communication, we focus on building strong fundamentals like storytelling, media understanding and ethical communication. The future of PR demands digital fluency, agility and cultural intelligence.

What are the top three lessons your journey in communications has taught you about leadership and business growth?

Talking about the lessons he learned throughout his journey, he highlighted,

“First, leadership begins with listening. Understanding stakeholders, teams and communities leads to stronger strategy.

Second, trust is built through consistency. Reputation grows not from one big win, but from delivering every single day.

Third, growth comes from courage. Taking calculated risks, adapting across cultures and embracing change keeps a business relevant.”

What advice would you give to aspiring PR leaders looking to make an impact in both local and international markets?

Start by mastering your home market. As my vision was to be become the strongest PR entity of Eastern India so whoever would think of venturing into East, they should think of Candid first. I think cultural intelligence is your strongest export. When you step into international arenas, listen deeply, adapt your approach and build authentic partnerships.

Looking at the next 5–10 years, how do you envision Candid Communication evolving in India and globally?

Candid started in a bedroom and grew across oceans. Over the next decade, we see Candid becoming a stronger bridge between India and global markets, especially in diaspora-driven sectors. In India, we aim to deepen our footprint in integrated reputation management and digital engagement. Internationally, our focus will be on expanding across Europe and the Middle East, backed by sharper analytics and cultural insight. The goal is to make Candid a global storytelling partner with Indian roots and international relevance.

What keeps you inspired - any hobbies, passions, or personal interests?

Travel has been my passion since I had started my professional journey. Love making new friends in different parts of the world. Ardent fan of fusion music and Bangla Bands.