“From Vision to Voice The Jajabor’s Role in Defining the Future of Strategic Communication”

1. What inspired you to start your own PR agency, and what were some of the early challenges you faced in setting up and sustaining the business in a competitive industry like communications?

I’ve always believed that communication is not just about storytelling—it’s about building trust, shifting narratives, and shaping ecosystems. But early in my career, I found that while many agencies were brilliant at execution, there was often a gap between strategic intent and lived impact. I didn’t just want to be a service provider; I wanted to be a strategic partner that could sit at the table when big decisions were being made. That’s where the idea for Jajabor began—not as an agency, but as a consultancy that could bridge this gap.

Starting up wasn’t easy. I was 26, without a safety net, a team, or a client base. What I had was conviction—that we could build a new kind of communications firm, one rooted in integrity, intellectual rigour, and cultural relevance. The early challenges were both practical and perceptual. Convincing companies to bet on a young founder. Convincing talent to join an unproven venture. And, most importantly, convincing myself on the hard days that building slowly and right was better than scaling fast and shallow.

There were moments of self-doubt, especially in an industry that often rewards visibility over value. But each time we chose depth over noise, strategy over speed, and people over process—we saw it reflected in the quality of relationships we built, both within and outside the company.

2. As your agency grew, how did you balance creative excellence with business expansion and team building? What were some turning points in your growth journey?

Growth, for us, has never been about headcount or revenue alone—it’s about building depth, trust, and a legacy of work that stands the test of time. Balancing creativity with business meant institutionalising a culture where the two didn’t feel like trade-offs. At Jajabor, the best business decisions have always emerged from our strongest creative convictions. We’ve never chased growth for its own sake. Every client we’ve worked with, every teammate we’ve onboarded, has been chosen with intention.

One of the most defining turning points was when we chose to specialise—when we stopped saying yes to everything and instead doubled down on sectors we understood deeply and could truly move the needle in. This clarity allowed us to operate not just as executors, but as partners in growth. Another key moment was building a leadership structure that wasn’t hierarchical but empowered. We have people in their twenties running full verticals, making high-stakes decisions, and leading million-dollar mandates—because we trust them and because they’ve earned that trust.

The biggest unlock came when we stopped looking at team building as a linear function of experience, and instead started looking at drive, integrity, and ambition. That’s when we truly became a company that wasn’t just founder-led, but founder-inspired.

3. How have client expectations evolved over the years, and how does your agency stay agile in adapting to these changing demands, especially in a digital-first world?

Client expectations have evolved from “Get me coverage” to “Help me build credibility.” Today, brands are no longer looking for short bursts of visibility—they’re looking for sustained influence, deeper stakeholder engagement, and crisis resilience. They expect their communications partners to be as fluent in business metrics as they are in brand language. And rightly so.

The shift to a digital-first world has only amplified this. With attention spans shrinking and scrutiny increasing, every message, every medium, every moment counts. We’ve responded by investing heavily in upskilling—ensuring that our teams are not only media-savvy but platform-native, culturally aware, and analytically sharp.

But more importantly, we listen. Whether it’s a founder in stealth mode or a unicorn heading for IPO, we build solutions that are specific, relevant, and deeply contextual. Our agility doesn’t come from chasing trends; it comes from understanding behaviour.

At Jajabor, we advocate for brands to move beyond selling products or services to instead build cultures. Because while necessities will always find a market, real innovation happens when you give people what they didn’t even know they needed. That’s the kind of value we help our clients unlock. From shaping narratives that drive movements to creating relevance where none existed, we don’t just help brands communicate better—we help them matter more.

The market will always evolve, but the need for thoughtful, strategic, and human-centred communication remains constant. That’s where we anchor ourselves.

4. What kind of leadership culture have you tried to build within your agency, and how do you ensure the team remains aligned with the agency’s long-term vision?

Our leadership culture is built on three pillars: ownership, merit, and trust. We don’t believe in managing people – we believe in enabling them. Whether someone joins us with one year of experience or ten, they are given the space to lead, to make decisions, and to take risks. We’ve dismantled traditional power structures because we believe leadership is not about title or tenure, it’s about impact.

Alignment comes from clarity. Every single person at Jajabor knows why we exist, what we value, and what success looks like. We don’t operate with vague vision statements; we operate with clear intent. Our people aren’t just employees, they’re builders. And when people feel ownership, they show up differently. They’re invested. They push boundaries. They protect the culture because they’ve helped create it.

And while we give our team freedom, we also give them feedback. Radical candour is a part of our DNA. We tell people when they’re doing well, and when they need to do better. But always with respect, and always with the belief that they can rise to the occasion.

5. What’s one piece of advice you’d give to communication professionals who aspire to start their agency or take the entrepreneurial leap in PR?

Don’t start an agency to be in charge. Start it because you see a gap you’re uniquely positioned to fill. This industry is glamorous from the outside, but real impact requires rigour, patience, and a relentless commitment to value over vanity. You will be tempted to scale fast, to follow the noise, to say yes to everything. Resist it.

Build slowly. Build right. Choose clients who share your values, not just your vision. Hire people who challenge you, not just compliment you. And most importantly, stay curious. The best founders I know aren’t the loudest in the room, they’re the most observant. They listen. They learn. They adapt.

Finally, never forget why you started. There will be hard days—days when the invoices are delayed, the team is stretched, and nothing seems to go your way. On those days, your ‘why’ is what will carry you through. Build something that matters. The rest will follow.

The post Redefining the Rules: Jajabor’s Impact on the Future of Strategic Communication appeared first on India Communication Forum.

Max Level to lead Riot’s communications strategy across India and South Asia, supporting the publisher’s mission to deliver player-first experiences and strengthen its regional footprint

India, June 6, 2025: Max Level, a leading marketing and PR agency built by gamers, has won the public relations mandate for Riot Games India and South Asia, the global video game developer and publisher behind genre-defining games such as League of Legends, Team Fight Tactics, VALORANT, and more. As part of the partnership, Max Level will lead Riot’s communication strategy in the region, driving awareness and engagement across its expanding player and esports communities.

Max Level will work closely with Riot’s India and South Asia teams to amplify brand campaigns, regional esports initiatives, product updates, and community-first storytelling in India, Bangladesh, Nepal, and other South Asian markets. The collaboration aims to build authentic, culturally resonant narratives that reflect Riot’s mission as a player-focused organisation.

The synergy between Riot and Max Level stems from a shared vision to elevate gaming culture across South Asia. With both organizations placing players and community at the heart of their strategy, the partnership is rooted in long-term brand building. Riot brings a legacy of shaping global gaming and esports culture, not just through its games but also through transmedia storytelling, most notably with Arcane: League of Legends, the Emmy Award-winning Netflix series that redefined how games can expand into mainstream entertainment. Max Level, in turn, brings on-ground expertise and cultural fluency in India’s rapidly evolving interactive entertainment space.

The win follows a competitive multi-agency pitch process that saw Max Level selected from among several top PR agencies. The decision was based on Max Level’s deep understanding of the gaming and esports audience, its creative-first approach, and its proven ability to drive conversation and cultural relevance.

Siddharth Nayyar, Co-founder and Chief Executive Officer at Max Level, said, “Winning the PR mandate for Riot Games is a defining moment for us. Riot has not only shaped the modern multiplayer era but also built global communities around player-first values. We’re thrilled to help expand that legacy in India and South Asia, a region that’s growing and evolving at a breakneck pace.”

Max Level’s mandate includes ongoing campaign support for key products and IPs, regional amplification of Riot’s global esports events, as well as strategic counsel on community engagement and creator collaborations. The agency’s track record with brands like NODWIN Gaming, SuperGaming, CyberPowerPC India, KRAFTON, ESL FACEIT Group among others makes it uniquely positioned to drive culturally relevant PR in gaming and esports.

According to the Lumikai State of India Gaming Report 2024, India’s gaming market reached $3.1 billion in FY23, with projections to hit $7.5 billion by FY28, fueled by a base of over 568 million gamers, nearly half of whom are paying users. The report also highlights how India is now the largest consumer of mobile games globally, creating an immense opportunity for publishers like Riot to scale their reach and community.

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1. What inspired you to start your own PR agency, and what were some of the early challenges you faced in setting up and sustaining the business in a competitive industry like communications?

I’ve always believed in the power of stories. After working in the industry for a few years, I noticed a gap—gap—brands and startups were often treated like retainer amounts, not as partners with unique narratives. I wanted to build an agency that valued long-term brand thinking over transactional coverage. That’s how Column Inches was born in 2015—with the vision of offering hands-on, honest, and high-impact PR support to startups and growing brands who didn’t have millions to spend but had powerful stories to tell.

The early challenges?
 Where do I start! Convincing clients to bet on a young founder and a small team wasn’t easy. PR, as a service, is also often misunderstood—people expect instant results, viral coverage, and leads on day one. So setting expectations while building trust took time. Plus, building a team, managing retainers with lean resources, and hiring the right people—all of it was a test of resilience. But I wouldn’t have it any other way. Every challenge taught me how to run a business with heart and hustle.

2. As your agency grew, how did you balance creative excellence with business expansion and team building? What were some turning points in your growth journey?

We’ve always believed in quality over quantity. Even as we scaled, that mindset never changed. I truly believe my team produces the best work — not just in terms of outcomes for Column Inches but in terms of what they contribute to the media ecosystem at large. They are passionate, relentless, and always looking out for opportunities that align with their clients’ growth. That’s a rare trait and one that sets us apart from legacy agencies.

A major turning point for us was realising that our strength lay not in competing with the biggest names, but in building deeper relationships — both with clients and the media. We’re smaller, yes, but our passion runs deep. We don’t do copy-paste PR. Every pitch, every press note, every idea is tailored. That’s our edge. The pandemic surprisingly became a growth phase—we doubled down on startup-focused PR, digital storytelling, and ROI-driven campaigns

As we built our team, we never looked for cookie-cutter resumes. We looked for curiosity, drive, and people who cared. That helped us scale without compromising on the creative pulse that keeps the agency alive.

3. How have client expectations evolved over the years, and how does your agency stay agile in adapting to these changing demands, especially in a digital-first world?

The biggest shift I’ve seen is the assumption that getting coverage is easy — that a single press release or an email pitch will get a front-page feature. It doesn’t work like that. PR is not a magic wand. It’s a consistent, strategic effort. It’s about shaping perception over time, not chasing headlines.

In today’s digital world, there’s this perception that media is easily accessible. But good media — the kind that moves the needle — is still hard-earned. Founders sometimes underestimate its power. I’ve had clients say, “Just get me a mainline interview,” without understanding that if you don’t have the story, the platform won’t amplify you. You can’t use canons when sticks would do, and vice versa. Strategy matters.

We’ve stayed agile by being brutally honest with our clients. We explain the ‘why’ behind every move. We use digital to our advantage but never lose sight of the fundamentals. Good storytelling, strong relationships, and a deep understanding of the brand — those never go out of style.

4. What kind of leadership culture have you tried to build within your agency, and how do you ensure the team remains aligned with the agency’s long-term vision?

I want my team to go out and explore. I encourage them to look beyond traditional definitions of PR and not confine themselves to old-school methods. The industry is evolving fast, and we need fresh thinking to keep up. So I push them to take risks, try new formats, question outdated strategies, and always prioritise what’s best for the client.

The culture we’ve built is very open. We don’t believe in hierarchy for the sake of it. Every voice matters. If someone has an idea — no matter their title — we listen. And when people feel seen and heard, they go the extra mile. That’s been my biggest learning as a leader.

To stay aligned with our long-term vision, we revisit our goals regularly. We talk about what we want to be known for, what we’re doing right, and what needs to change. It’s not a one-time meeting — it’s an ongoing conversation. And I think that’s what keeps the team grounded yet ambitious.

5. What’s one piece of advice you’d give to communication professionals who aspire to start their agency or take the entrepreneurial leap in PR?

Be patient. Nothing in PR happens overnight. It takes time to build credibility, networks, and results that truly matter. Don’t bite off more than you can chew — quality trumps volume every single time.

At the same time, be aggressive. Be hungry. Want growth, chase it, and promote yourself. One of the biggest mistakes people in PR make is not applying their own principles to their own brand. Talk about your wins. Share your story. Let people know what you stand for.

And above all, stay humble. This is an industry where things change fast. One day you’re in, the next you’re forgotten. So keep learning, keep listening, and stay rooted.

The post From Vision to Venture The Founder’s Journey of Column Inches PR appeared first on India Communication Forum.

The agency will take charge of all the communication initiatives & chart PR strategies, oversee media presence, & overall reputation management of the conclave

JITO National Youth Conclave 2024Surat: Surat-based Primex Media Services, a premier Public Relations (PR) agency in India, has been entrusted with the Public Relations (PR) mandate for the highly anticipated JITO National Youth Conclave 2024. The agency will take charge of all the communication initiatives and chart PR strategies, oversee media presence, and overall reputation management of the conclave.

Gaurav Dhariwal, Chairman of JITO Youth Wing, expressed his enthusiasm about the partnership, stating, “The JITO National Youth Conclave 2024 is a landmark event for us. Collaborating with a top-tier PR agency like Primex Media Services ensures that our event will receive the visibility and recognition it deserves. We are excited to work closely with them.”

Nitesh Desai, Director of Primex Media Services, shared his excitement, saying, “We are honored to handle the PR and media relations for such a significant event. The JITO National Youth Conclave-2024 is an essential platform for young entrepreneurs and professionals, and we are committed to amplifying its impact. Our media strategy will ensure that the event reaches new heights of success.”

Key members of the JITO National Youth Conclave includes Pradip Singhi, Ashesh Doshi, Prakash Dungani, Mitesh Gandhi, Veekas Doshi, Dhruv Mardia, and Jenish Jain, who played pivotal roles in organizing the conclave.

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The first session of this dialogue started on the topic of disrupting the future of ChatGPT and the transforming leadership skills in next gen-communicators.

New Delhi 27th September 2023 – Adgcraft, a Noida based PR agency, hosted the first session of the #adgcrafttalks series, a platform where industry experts share their insights on trending and relevant topics, providing valuable knowledge. By bringing together thought leaders and experts, Adgcraft aims to provide a platform for its employees to gain industry knowledge directly from the experts and foster learning, collaboration, and innovation in the evolving communication and PR landscape. Through these sessions, the agency seeks to inculcate its employees with practical knowledge and actionable strategies that can enhance their skills and contribute to the team’s success.

Abhinay Kumar Singh, Founder and Managing Director of Adgcraft, stated, – “At Adgcraft, we are determined to provide a platform for our employees to interact with industry experts. With #adgcrafttalks, our mission is to promote learning, collaboration, and innovation in the changing fields of communication and PR. Through each session, we want to provide practical skills and useful strategies that can help us succeed in our roles. ”

The inaugural session featured Mr. Sawan Kumar Jha, Co-Founder of WishABrand, who delivered an insightful presentation on “Mastering Prompt Engineering with Chat GPT.” The session highlighted the importance of providing proper context to optimize ChatGPT responses effectively. The second session of #adgcrafttalks, featured Ms. Rashie Sinha, a Business Strategy Consultant and Trainer. Ms. Sinha shared her expertise on “Strategies for Effective Team Leadership and Growth,” emphasizing the significance of clear and open communication within teams.

Mr.Sawan Kumar Jha, Co-Founder of WishABrand said – “I thoroughly enjoyed being a part of the #adgcrafttalks session. It was a fantastic experience sharing my insights with such an engaged audience. Adgcraft created an excellent platform to explore the details of AI-based communication. Understanding how to give clear commands to ChatGPT is essential in today’s digital age, and I’m glad I could contribute to that knowledge.”

Ms.Rashie Sinha, Business Strategy Consultant and Founder of The Yellow Car Company said – “Participating and discussing the Strategies for Effective Team Leadership and Growth’ was truly enlightening. The audience’s enthusiasm and the interactive atmosphere made it an incredibly amazing experience. Adgcraft’s commitment to facilitating meaningful discussions is commendable. Effective team leadership is important in today’s work environment, and I’m excited to have shared insights that can be used by professionals in their leadership roles. I wish the team a good luck for the upcoming sessions”

Adgcraft is one of the fastest-growing PR agencies in India, with a track record of onboarding over 100 brands in just two years since its foundation. The agency serves clients from a wide range of sectors, including startups, lifestyle, health, logistics, real estate, fintech, education, travel, hospitality, and entertainment. With offices in Noida and Lucknow, Adgcraft is dedicated to delivering results-driven PR solutions.

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Torque Pharmaceuticals, a leading name in the pharmaceutical industry, is excited to announce its partnership with Dentsu Creative PR as its chosen Public Relations (PR) agency. This collaboration marks a significant step forward for Torque Pharmaceuticals in enhancing its brand presence, expanding its market reach, and fostering stronger connections with its stakeholders.

Dentsu Creative PR, known for its innovative and strategic PR solutions, will be responsible for developing and executing comprehensive PR campaigns that highlight Torque Pharmaceuticals’ commitment to innovation, quality, and healthcare advancement. With a shared vision for excellence, this partnership aims to communicate Torque Pharmaceuticals’ values, achievements, and contributions to the global healthcare landscape.

As per the mandate, DENTSU CREATIVE PR will leverage its extensive expertise to steer the brand’s communication strategy and oversee media relations. With a wealth of experience in the healthcare and pharmaceutical domains, the agency is poised to harness its proficiency to enhance the brand’s visibility & market presence and cultivate a meaningful connection with the target audience.

Aligned with Torque Pharmaceuticals’ exceptional journey as one of the fastest-growing entities in the pharmaceutical realm, this collaboration is positioned to further fortify the brand’s standing within the industry.

It is pertinent to note here that Torque Pharmaceuticals is recognized for delivering healthcare solutions of unparalleled quality. The brand’s ongoing commitment to pioneering innovation in the field of affordable medicines is a demonstration of its firm pursuit of excellence.

A.I.S Bedi, Managing Director, Torque Pharmaceuticals said, “We are elated to welcome DENTSU CREATIVE PR to our fold. Their strategic acumen and expertise in the pharmaceutical, health and FMCG space promise to substantially enhance our market positioning.”

Mandeep Singh, Executive Director, Torque Pharmaceuticals added, “We are looking forward to working on innovative and ingenious concepts that will amplify our engagement with stakeholders, effectively conveying our mission to improve the quality of life, in conjunction with our PR agency.”

Sanjeev Anand, President, DENTSU CREATIVE PR commented, “At DENTSU CREATIVE, we are driven by our strong commitment to infuse supreme creativity and innovation into every aspect of our partnerships. This synergy fuels our ambition to formulate strategies that not only achieve immediate objectives but also cultivate lasting connections. As we embark on this exciting chapter alongside Torque Pharmaceuticals, we are poised to set a new standard of collaboration that stands as a testament to creativity, innovation, and the pursuit of shared success.”

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Eveready India Industries Ltd. has awarded its PR mandate to Adfactors PR.

Eveready India has been an essential part of millions of Indian households for decades. Their commitment to providing high-quality, innovative, and eco-friendly products has earned them a special place in the hearts of consumers across the nation.

After a competitive selection process, Adfactors PR emerged as the chosen public relations partner for Eveready India to partner with the company in its transformation journey as well as re-invent an iconic brand making it relevant & contemporary to the younger audience. Under the mandate, Adfactors PR will provide strategic counsel, media relations, influencer engagement, and services.

“We are thrilled to appoint Adfactors PR as the communication partner for Eveready. It is essential for us to be more visible amongst our target audience and to let our consumers know that we are more than just batteries.” said Anirban Banerjee, senior vice president & business unit head – battery & flashlight. “Given the strategic expertise of Adfactors PR we intend to further strengthen our brand position & recall as well as scale up the arc of influence among key opinion leaders, media and Gen-Z cohorts for our overall business. It is especially important to shape the stories of various new launches, including a state-of-the-art range of Rechargeable Flashlights, Ultima Alkaline Batteries, Coin Batteries, Instacharge Emergency LED bulbs and more.”

Adfactors PR chief executive officer Nijay N. Nair asserted: “As portable energy and smart lighting solutions gain importance, it is an appropriate moment for Eveready India to harness the tremendous power of public relations to expand its footprint. With our pan-India presence, Adfactors PR is well-placed to turbocharge Eveready’s communications campaign and ensure its products gain greater popularity across geographies. Brand Eveready will now build on its glorious century-long legacy and will reach even greater heights over the coming years. We are delighted to take on this mandate.”

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Kaizzen wins PR mandate for Shalimar Paints

Kaizzen, one of India’s leading independent public relations & digital agency, announced on Tuesday that it has been selected as the official public relations partner of Shalimar Paints.

As a pioneer in the paint industry, Shalimar Paints has a rich heritage of over 115 years, known for its exceptional product quality, wide range of colors, and commitment to customer satisfaction. With an aim to further strengthen its position as a market leader, Shalimar Paints has chosen Kaizzen to spearhead their public relations efforts.

Vineet Handa, founder, and CEO, Kaizzen said, “We, at Kaizzen, are humbled to be entrusted by the legacy brand, Shalimar Paints. Weaving the rich history of Shalimar with new-age strategic communications at Kaizzen, we are confident that this partnership will foster a strengthened, long-term relationship. As their PR partners, we are fully committed to empowering Shalimar Paints in its journey of becoming the leading, tech-first paint manufacturing company.”

Talking about the association, Kuldip Raina, director – sales & marketing, Shalimar Paints, said “Shalimar’s legacy spans across every corner of India, encompassing rural and urban areas, and embracing both traditional and modern generations. With Kaizzen’s extensive expertise, we are confident that they will play a pivotal role in shaping strategic roadmaps and implementing communication strategies for Shalimar. This collaboration comes at an exciting time, precisely when the paints industry is going through massive disruptions.”

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Adgcraft through its specialised startup PR Wing will work to reach out to the target audience of SanchiConnect and expand its reach in the startup ecosystem.

New Delhi, June 27, 2023 – SanchiConnect, a leading organisation dedicated to supporting emerging technology ventures, announces its partnership with Adgcraft, a new-age public relations agency, to strengthen its public relations initiatives and expand its reach in the startup ecosystem.

SanchiConnect has rapidly emerged as a distinguished community, serving as a catalyst for the development of over 500 curated deep tech startups. With the support of more than 100 active institutional venture funds, over 20 business accelerator partners, 30+ incubator partners, and 30+ industry and corporate partners, SanchiConnect has built a robust ecosystem to help startups sustain and thrive.

Recognizing the importance of effective communication and the need to reach a wider audience, SanchiConnect has chosen Adgcraft as its strategic public relations partner. Adgcraft brings a wealth of experience and expertise in public relations and marketing, and their track record of success in the tech industry aligns perfectly with SanchiConnect’s objectives.

“We are delighted to welcome Adgcraft as our PR partner,” said Dr. Sunil Shekhawat, Founder and CEO of SanchiConnect. “Their deep understanding of the startup ecosystem and proven ability to craft compelling narratives and engage with key stakeholders will significantly enhance our public relations efforts. Together, we aim to create greater awareness of the incredible work done by deep tech startups within our community and attract more opportunities for collaboration and growth.”

As SanchiConnect continues its journey to empower startups, the collaboration with Adgcraft will play a pivotal role in showcasing the groundbreaking innovations and disruptive technologies being developed within the community. Through targeted media outreach, thought leadership campaigns, and strategic storytelling, the partnership aims to elevate the visibility of Sanchiconnect and its member startups on a global scale.

On the partnership, Mr. Abhinay Kumar Singh, CEO of Adgcraft said “We are thrilled to join forces with SanchiConnect. They have built an exceptional ecosystem, and we are excited to amplify their story and the incredible impact of deep tech startups. We look forward to leveraging our expertise to generate meaningful media coverage and foster valuable connections that will contribute to the growth and success of the community steered by SanchiConnect.”

The partnership between SanchiConnect and Adgcraft promises to create a synergy that will drive greater awareness, collaboration, and growth opportunities for deep tech startups. Through strategic communication initiatives, SanchiConnect aims to inspire entrepreneurs, attract investments, and build a sustainable future for the startup ecosystem.

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Tushar Makkar joins Adfactors PR as Senior Vice President

Adfactors PR, India’s leading public relations consultancy has appointmented Tushar Makkar as Senior Vice President. Tushar brings extensive experience and a wealth of knowledge to his new role, strengthening the agency’s leadership team.

With over 27 years of experience in the public relations industry, Tushar has a proven track record of driving impactful communications strategies for both national and international clients. His expertise lies in developing and executing innovative campaigns across various sectors, including technology, finance, consumer goods, and healthcare.

Makkar had earlier led communications for Arvind Group of Companies, SAP India, Microsoft India, IBM India and South Asia, CSC India, Grow Talent Company Limited, and eFunds and contributed to agencies such as Good Relations India Limited and Ogilvy PR.

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