‘We are proud to be the only PR firm that runs four industry associations in New Delhi’

The new India is transforming in full force with the emergence of new trends, technologies, and innovation in the PR and communications industry. With the increasing client demands and frequent technological changes, today, India has now become a home of numerous PR agencies with big dreams and even bigger goals to take industry forward. Historically, MNCs and global firms dominated the public relations sector in India. However, as the country evolved into a self-reliant and innovative economy, Indigenous PR agencies are emerging at the forefront of shaping new narratives, curating powerful brand stories, and ensuring that new-age India growth is understood and appreciated both nationally and internationally.

Today, India’s top home-grown PR agencies are stepping forward with new ideas and unique strategies that resonate with Bharat’s diverse audiences. And the best part is that they are proudly owned and led by home grown talent who value ethos, culture, community, and lived experiences of every Indian.

In today’s special feature, we explore the journey of Consocia Advisory, an Indian consulting firm founded in 2017 by veteran comms leader, Deepak Jolly. The firm specializes in strategic advisory services across Reputation Management, Public Affairs, Sustainability & CSR, Crisis Management, and Market Access. It has a strong presence across Delhi NCR, Bengaluru, and Mumbai, supported by a strong affiliate network throughout India. It serves a diverse range of clients, including start-ups, SMEs, large Indian enterprises, transnational corporations, and organizations in the development sector, include IBM, Cipla, Patanjali, Tetra Pak, and The Indian Hotels Company Limited. The firm has been recognized as the ‘Rising PR Consultancy of the Year’ at IPRCCA 2021.

Today, we go behind the scenes and explore Consocia Advisory’s journey, challenges it faces, what sets them apart from other industry players, how a home-grown agency leads the global market, how is it transforming India’s communication landscape, and so much more. 

Excerpts:

• Share the story of how you started your agency and how has the role and perception of indigenous PR agencies changed since you first entered the industry from today?

After working for almost three decades in the hospitality and FMCG industries, we decided to start our own venture in 2017, focusing on reputation management, government advocacy, public affairs, sustainability, CSR, and business development. During my time at Coca-Cola India, I realised that many of the existing PR outfits were unable to truly understand the challenges of operating in India. That’s when the idea took shape — to build a solution-focused company rather than just another run-of-the-mill PR/Public Affairs firm.

I’ve seen the role of PR firms evolve significantly over the last two decades. When I first moved from operations to PR in the hospitality industry back in 1987, there wasn’t a single PR agency operating in India. Most companies handled PR in-house. It was only in the mid-90s that several homegrown agencies began to emerge. By the turn of the century, many global advertising agencies had set up their PR arms in India.

Over the past 30 years, Indian companies have become far more professional in their approach to day-to-day operations, HR, Government Affairs, and most importantly, Public Relations. As more Indian firms go public each year, the focus on shareholder interest has grown significantly. At the same time, companies now face the added complexities of climate change, shifting global tariffs, and increased competition between domestic and multinational players within India. All these factors have reshaped the PR narrative that companies aim to live up to today.

• How do global PR firms view India as a market? What sets your firm apart in terms of market insight, execution, and results?

While global PR firms have certainly performed well in India, there remains a strong need for indigenous PR outfits that operate 24/7, think in step with their clients, understand local nuances, and engage in two-way communication rather than one-way messaging.

Consocia Advisory, which we founded eight years ago, was built on a strong foundation of industry knowledge and insights, with the aim of crafting the most impactful narrative possible for the clients we represent. We are proud to be the only PR firm that runs four industry associations from our office in New Delhi. This collaborative culture enables us to be highly responsive to our clients’ needs — wherever and whenever they arise.

For example, the challenges faced by the beverage carton industry under the new plastic waste management rules were addressed through a comprehensive and strategic narrative developed in consultation with all stakeholders. Similarly, the push for industry status for the hotel sector in India has been strongly driven by the Hotels Association of India (HAI), one of the industry bodies we support.

One of the best examples I often cite is our work with IESA (Indian Electronics and Semiconductor Association), where we are deeply involved in advocating for India to become a hub for semiconductor manufacturing and design — reducing reliance on imports and strengthening the domestic ecosystem.

Additionally, through our partnership with IFBA (Indian Food and Beverage Association), we have published several whitepapers that have not only appeared in leading newspapers and scientific journals but have also been acknowledged by policymakers for their relevance and insight.

• What are some of the key challenges indigenous firms face when competing with globally recognized PR firms?

Many indigenous firms have been founded by professionals who previously worked with established PR agencies, so they are well-versed with the rules of the game. However, one of the key challenges they face is attracting and retaining top talent, especially when competing with larger, globally recognised PR firms that often offer greater resources and exposure.

That said, indigenous firms hold a distinct advantage in terms of their close proximity to clients and their ability to execute swift, on-the-ground actions — something that global firms can sometimes struggle with due to layers of hierarchy and process. However, it’s also true that indigenous firms may occasionally lack the well-established systems and global frameworks that international firms bring to the table.

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

In a country like India, which is largely driven by SMEs and MSMEs which are in turn backed by significant government support, the scope for PR in this sector is immense. One of the best illustrations of PR’s impact can be seen in the startup ecosystem and among VC-backed firms. The constant innovation in the startup space, combined with their potential to scale and eventually become unicorns, makes them ideal candidates for strategic PR.

At Consocia Advisory, we’ve experienced this firsthand through our work in the honey sector — a largely small- and medium-scale industry with just a few dominant players. We found that there was substantial scope for PR, particularly in shaping the narrative around the purity and quality of Indian honey, both domestically and in global markets. Strategic communication in such sectors doesn’t just promote products — it builds trust, drives awareness, and strengthens the industry’s overall positioning.

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

At our agency, we place strong emphasis on training the next generation of communicators to contribute meaningfully to India’s future. New employees undergo a structured onboarding process and are mentored closely by senior leaders. Each new hire is paired with an existing team member through a buddy system during their first three months, ensuring they receive both professional and cultural guidance.

We provide multiple avenues for skill development, focusing on essential areas such as writing effective press releases, maintaining strong grammar, and adopting sound research practices. These skills are crucial for delivering high-quality work and staying ahead of industry trends.

Most importantly, we believe in the power of on-the-job training. There is no substitute for learning alongside experienced professionals who can coach, correct, and guide in real time. This practical, hands-on learning approach is key to building confident and capable communicators.

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

Some clients, especially those who invest time and effort in understanding communications, have a clear grasp of how Indian and international markets operate and how technology can be leveraged to deliver their messaging effectively. They are open to using digital tools, data analytics, and new-age storytelling to strengthen their outreach.

However, there are still clients who prefer to rely on traditional methodologies. For example, many continue to value in-depth industry whitepapers to support their claims or push for policy and tariff changes. These tools provide credibility and depth, particularly in sectors that require regulatory or stakeholder engagement.

That said, the industry is still in an evolutionary phase. While ‘New-Age’ PR — driven by technology, real-time engagement, and data — is gaining ground, it will take more time, effort, and education for it to become the norm across the board.

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

As generational gaps continue to shrink and new ideas and ways of thinking rapidly emerge, the needs of the industry — and the narratives we craft — will inevitably evolve. As leaders in the PR space, it is crucial for us to stay ahead of these shifts and adapt quickly to the changes brought about by the digital landscape.

At Consocia Advisory, we are fully geared to embrace technological innovation. In fact, we have had a dedicated social media team in place for the past six years. We recognize that social media content is constantly evolving — it requires continuous innovation to improve message reach and ensure that the narrative is communicated clearly, effectively, and in real time.