Ruhail Amin outlines how the sector has undergone a cultural and contextual shift to be more involved in brand-building and strategic communication over the years
We speak to some communications professionals who have seen the industry go through a cultural and contextual shift to understand the way the communications industry has evolved over the years.
Says Sonia Huria, HeadCorporate Marketing, Communications & Sustainability, Viacom18, “Over the years, the Corporate Communications industry in India has seen quite a drastic shift, both in ways that it functions and is perceived. Now, Corporate Communications teams have started driving the brand-building process in many organizations. Brands are now focusing on unifying and consolidating Digital, ATL and traditional PR functions, thereby creating synergies and harnessing their collective power. Rather than being in silos, communication and marketing experts are now collaborating. At Viacom18, our brand promise is to ‘open new worlds’. As a central function, communications plays a very significant role in imbibing this message in every network-level project while at the same time weaving in this message in every corporate brand marketing campaign.”
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September 16, 2018