Vivek Sabharwal: The communications force behind Woodland, India’s iconic brand

From an unconventional entry into the communications world to becoming a key force behind Woodland, one of India’s most iconic outdoor lifestyle brands, Vivek Sabarwal’s journey is a study in curiosity, consistency, and commitment to building brands. 

Beginning his career in events and finding his stride in public relations, Vivek has built a close to two decades of career in the industry. He has been associated with Woodland for over 14 years that speaks not only to personal commitment but also to an organization that has continually challenged, inspired, and evolved alongside him. Having played a pivotal role in the brand development and establishment journey on both agency and brand sides, Vivek has helped take Aero Club’s brands, Woodland and WOODS, to the next level, supporting their aggressive global expansion from India to international hubs like Moscow, Hong Kong, and Dubai.

In today’s In the Spotlight feature, we speak with Vivek Sabharwal, Head - Marketing & PR, Woodland (Aero Club) Pvt. Ltd. He shares insights into his journey and entry into the communications industry, his experience with organizations such as LINOPINION, the Lowe Lintas PR division, and Woodland, what motivated him to stay with Woodland for 14 years, an increasingly rare tenure today, and how the organization has continued to challenge and inspire him. He also discusses how to bridge the gap between academia and industry, the top three lessons he has learned as a communications leader, and more.

Excerpts:

Could you take us back to the beginning of your journey? What inspired you to venture into the PR & communications industry, and what was your first big break?

My journey into PR and communications was fueled by a deep passion for storytelling and a belief in the power of brands to connect meaningfully with people. Early in my career, I realized that communication wasn’t just about messaging—it was about creating experiences. My first big break came at LINOPINION, the PR division of Lowe Lintas, where I had the opportunity to lead campaigns for some of the most iconic brands. It was there that I honed my ability to craft narratives that resonated across diverse audiences.

Tell us about your time at organizations like LINOPINION - The LOWE LINTAS PR Division and Woodland.

At LINOPINION, I was fortunate to work with a pool of talented professionals from the industry, across levels and a portfolio of brands that challenged me to think creatively and strategically. Being a part of a BigSize agency gave me the opportunity to ideate with people from multiple domains including creative, media planning, digital marketing, research and other areas. Those years gave me a strong foundation in integrated marketing and brand storytelling. Transitioning to Woodland was a pivotal moment—it allowed me to shift gears from an agency perspective to an in-house approach, where I could shape a brand’s vision holistically. Woodland's emphasis on sustainability and innovation aligned perfectly with my personal values, making the role incredibly fulfilling.

What motivated you to remain at Woodland for 14 years, which is quite rare in today’s time, and how did the organization continue to challenge and inspire you?

Woodland is not just a brand; it’s a movement. Its commitment to sustainability, adventure, and pushing boundaries kept me inspired every single day. Over the years, I’ve had the privilege of spearheading campaigns that introduced eco-friendly practices and products, and I’ve seen firsthand how these initiatives have influenced both the market and the mindset of consumers. The organization's culture of innovation and its encouragement to think big have consistently offered new challenges, making my 14-year journey nothing short of exhilarating.

At the Faculty of Management Studies, University of Delhi, what has been your approach to mentoring the next generation of communication professionals? How do you bridge the gap between academia and industry?

At FMS, I was blessed to get an opportunity to fine-tune my skill-set to match the current times. My approach further got rooted in practical learning, bringing real-world challenges and case studies into the classroom and it made shape when I got an opportunity to join the Executive programme of the famous ‘Red Building of Dreams’; another name for The Faculty of Management Studies at Delhi University. FMS further strengthened my belief that the gap between book learning and industry can only be bridged by getting hands-on exposure, encouraging critical thinking, and fostering a culture of curiosity. Under the guidance of the best of the faculty from academia and industry, we were blessed to discuss the latest trends and tools in communication and prepare ourselves to hit the ground running when they step into the industry.

How did you leverage communications to make a positive impact on society? Can you share some social initiatives or philanthropic activities?

At Woodland, we’ve leveraged communications to champion causes like environmental conservation and sustainable living. Initiatives like tree-planting drives, recycling programs, and our partnerships with organizations advocating climate action have been at the heart of our campaigns. These aren’t just marketing efforts—they are a reflection of Woodland's core values. Personally, I’ve also been involved in mentoring programs aimed at empowering young professionals from underprivileged backgrounds, helping them build careers in communications and marketing.

What are the top three lessons you’ve learned in your journey as a communications leader?

• Adaptability is key: The communications landscape is constantly evolving, and staying ahead requires the zeal to learn and adapt.
• Empathy drives connection: Understanding your audience on a human level is critical to building trust and authenticity.
• Purpose fuels impact: Campaigns with a clear purpose not only resonate more deeply but also create lasting change.

If you had to sum up your journey in three words, what would they be?

My journey has been dynamic, shaped by constant learning and evolution. It has been purposeful, driven by meaningful work and intentional choices. And above all, it has been fulfilling, offering growth, impact, and a deep sense of satisfaction.

What are you most proud of, and what’s next for Vivek Sabharwal?

I’m most proud of the meaningful impact Woodland has made in promoting sustainability and adventure as a way of life. Personally, mentoring aspiring communication professionals and seeing them succeed has been incredibly gratifying. As for what’s next, I’m focused on furthering Woodland’s journey into digital transformation and sustainable innovation while continuing to contribute to the development of the next generation of marketing leaders. The adventure continues, while ‘Exploring More’ !