‘The future is fast, flexible & connected, and Media Mantra is excited to be part of it’

Indian PR industry has been experiencing significant growth, with a notable presence of home grown agencies contributing to this expansion. The industry achieved ₹2,500 crores in revenue for FY 2023, reflecting a 19% year-on-year growth. Tapping on this incredible growth, today, we share the journey of an independent, India-based PR and communications firm that has making waves in the PR & Comms industry nationally and at the global stage - Media Mantra Consultancy.

Media Mantra began its journey in 2012 as a passion project led by a group of young professionals including Udit Sagar Pathak, Founder and Director and Pooja Pathak, Founder and Director of the organisation. Since then, it has evolved into one of India’s leading PR service providers, with a strong presence in Delhi, Hyderabad, Mumbai and Bangalore, covering over 40+ cities. With a vision to showcase Indian talent and expertise globally, the firm expanded to Dubai in 2024 and has marked its first footprint in the UAE and the broader Middle East.

The group offers a comprehensive range of services including corporate communications, brand building, crisis management, social media strategy, and more. Over the past 13+ years, it has built an impressive portfolio with 800+ satisfied clients and has proudly received more than 200 industry awards. It has recognized as the 9th fastest-growing PR firm worldwide and the 2nd fastest-growing in the Asia Pacific.

In today’s edition of the ‘IndiGenius PR Agencies’ series, we take you behind the scenes of Media Mantra’s journey and will uncover the challenges they've faced, how they remain deeply rooted in their values, what sets them apart in a competitive industry, their role in reshaping India’s PR & communications landscape globally, how are they contributing to train India’s next generation of professionals and much more.

Excerpts:

Q1. Could you share the story of how you started your agency and how the role and perception of Indigenous PR agencies have changed since you first entered the industry?

When I started Media Mantra Group over a decade ago, the PR landscape in India was quite different. The industry was still finding its feet, and biggest brands leaned towards international agencies, assuming they brought more value. I saw an opportunity to change that thinking. We began as a small team in Gurugram, driven by a clear vision: to provide strategic communications that truly make a difference for Indian brands. 

Over time, we expanded to Bangalore, Mumbai, and recently, Dubai. And, in our journey, we have successfully shown that a home grown team, with a sharp understanding of local markets, could create campaigns that connect with people across the country. Today, indigenous PR agencies like ours are seen as partners who bring agility, creativity, and deep market knowledge. Our steady growth, strong client referrals, and recent global expansion reflect how much the perception of indigenous PR firms has changed. 

Q2. How do global PR firms view India as a market? What distinguishes your firm in terms of market insight, execution, and results?

India is on everyone’s radar these days, including the global PR firms, and for good reason. The country is one of the fastest-growing economies in the world and offers a vibrant business landscape. But I've seen the bigwigs of the global PR landscape struggle here with their one-size-fits-all approach. For example, a campaign that works in Delhi might not click in Chennai.

At Media Mantra Group, we spend a lot of time understanding local trends, consumer behaviour, and media dynamics. Our team of over 150 professionals brings a mix of youth and experience, which helps us design campaigns that are both creative and practical. We combine this with data-driven planning and strong execution, whether it’s digital PR, crisis management, or brand building. With our recent expansion into Dubai, we can now offer clients a wider reach. What truly makes us different is our focus on building long-term relationships and delivering measurable results-qualities that global firms sometimes struggle to match in the Indian context.

Q3. What are some key challenges indigenous firms face when competing with globally recognised PR firms?

Honestly, one of the biggest challenges, I feel, is perception. There's this common misconception that bigger means better or that only international agencies have the resources to manage big campaigns. I remember a time when a client was amazed at how quickly and efficiently our team managed a crisis situation, compared to their previous global agency.

The indigenous firms might not have the same scale, but they make up for it with local expertise, quick decision-making, and a hands-on approach. We’ve won competitive pitches by showing how our understanding of local culture and media can make a real difference. We also invest in training and technology, making sure our team is always learning. The reality is, clients want results, and when they see what we can deliver, those old perceptions start to fade away.

Q4. What is the scope of the PR market in the SME and MSME sector?

 The SME and MSME sector is a vital part of India’s growth story, with over 6.3 crore enterprises contributing nearly 30% to India’s GDP and almost 46% of exports as of 2024. Yet, many of these businesses are just starting to see the value of structured PR. 

 We’ve worked with clients who needed to build their brands, reach new markets or attract investment but didn’t have large budgets. This is where agencies like Media Mantra Group come in. We offer flexible, cost-effective solutions that help smaller businesses tell their stories and connect with the right stakeholders. Whether it's digital PR, brand development or crisis management, our services are designed to support the unique needs of SMEs and MSMEs. We see this sector as a key growth area, and we are committed to helping these businesses thrive in a competitive market.

Q5. How is your agency training the next generation of communicators to support India's future?

I was reading the recent SPRINT report and found that the PR industry in India is set to employ nearly 23,000 professionals by 2030, up from 13,300 in 2023. That’s a huge talent pipeline to nurture. At Media Mantra Group, we believe that the future of PR depends on nurturing new talent. We have a strong focus on training and mentorship, offering young professionals the chance to work on real projects alongside experienced leaders. Our team structure encourages collaboration and open communication, allowing ideas to flow freely. 

We also invest in regular workshops on digital tools, storytelling, and crisis management. Our industry-first initiative MM Dialogues has set the benchmark for industry knowledge-sharing, allowing budding professionals to learn the ropes from some of the most esteemed voices in the PR, Media and Communications landscape. By creating an environment where learning is continuous and everyone’s voice matters, we are preparing the next generation to handle the challenges of modern communications and support India’s growth story.

Q6. How do client expectations differ between Indian and international markets? Do they still rely on traditional methodologies or adapt to new technologies?

Indian clients are definitely more open to new ideas than ever before, but many still value the credibility that comes from traditional media coverage. On the other hand, our international clients, especially in places like Dubai, expect a mix of digital innovation and local relevance. 

We often find ourselves blending digital PR and influencer campaigns with classic media relations, depending on what the client needs. For example, we might run a social-first campaign for one market and support it with traditional PR in another. This flexible approach ensures we deliver results, whether clients want a front-page story or a viral social post. The key is to use the right mix of tools for each market’s needs.

Q7. What does the future of PR look like to you, and how is your firm preparing for the digital shift?

If you look at where PR is headed, it’s all about digital engagement and real-time conversations. Social media, content creation, and influencer partnerships are now at the heart of successful campaigns. We’re now seeing more campaigns that start on social media and then spill over into mainstream news. At Media Mantra Group, we are embracing this shift by investing in new technologies and expanding our digital offerings.

Our teams are skilled in video production, website development, and digital analytics, allowing us to provide clients with a full spectrum of services. We also focus on storytelling that connects emotionally with audiences, whether through user-generated content or creative brand campaigns. When we set up in Dubai, we brought these capabilities to clients across the MENA region. The future is fast, flexible, and connected, and we’re excited to be part of it.