As 2024 ends, India’s PR landscape has demonstrated remarkable versatility, creativity, and resilience. From corporate innovations to cultural campaigns, these examples showcase how PR has shaped narratives, strengthened brands, and navigated challenges. But first let’s look at some massive global PR campaigns.
AI-Driven Campaigns Take Center Stage
Brands across industries embraced artificial intelligence (AI) not only to optimise processes but also to craft hyper-personalised campaigns. A standout example was Nike’s “Run Your World” initiative, which used generative AI to create unique workout playlists and motivational messages for millions of users globally, boosting brand engagement.
The Barbie Movie Phenomenon
Greta Gerwig’s Barbie wasn’t just a cinematic triumph but a PR masterclass. From a months-long build-up involving collaborations with over 100 brands to leveraging TikTok trends and nostalgia marketing, the campaign set a gold standard for integrated communication. The result? Over $1 billion in box office revenues and unparalleled cultural relevance.
Crisis Management Done Right
When the Canadian wildfires blanketed the East Coast of the United States in smoke, Airbnb quickly launched its “Smoke-Free Shelter Initiative”, providing free housing for those displaced. The timely response showcased empathy and bolstered the platform’s reputation as a socially responsible brand.
Some PR hits from India
- Chandrayaan-3: India’s Space Triumph
The Indian Space Research Organisation (ISRO) captivated the world with the Chandrayaan-3 moon landing. ISRO’s strategy of live updates, relatable storytelling, and visuals celebrating the scientists behind the mission turned a national achievement into a global PR success story.
- Rebranding Campaigns
TCS’s rebranding in 2024 was like switching from a sharp suit to a sustainable hoodie—sleek, modern, and in tune with the times. Jaguar, on the other hand, went full James Bond villain turned eco-warrior, ditching its growling big-cat image for a futuristic electric vibe. While TCS wooed global audiences with subtle sophistication and innovation, Jaguar roared into the EV market with an electrified swagger, leaving everyone wondering if the cat got a Tesla for Christmas.
- ICC Cricket World Cup 2024
India’s hosting of the ICC Men’s Cricket World Cup blended sports, entertainment, and PR. The event saw brands like Star Sports and Dream11 running campaigns that celebrated cricket’s cultural significance. The final match in Ahmedabad shattered attendance and social media records, solidifying the country’s reputation as a global cricket hub.
- Shah Rukh Khan’s Jawan and Dunki Campaigns
Bollywood’s king, Shah Rukh Khan, delivered two blockbusters, Jawan and Dunki, with PR campaigns that dominated 2024. Combining global fan engagement, social media blitzes, and exclusive content, the campaigns highlighted how entertainment PR can create cultural phenomena.
- G20 Presidency: A Diplomatic PR Masterstroke
India’s G20 presidency was a year-long branding success. From the tagline “Vasudhaiva Kutumbakam” (One Earth, One Family, One Future) to high-impact visuals and cultural showcases, India used PR to assert itself as a global leader. Strategic coverage in international media amplified the country’s diplomatic achievements.
- Kerala’s “God’s Own Country 2.0” Campaign
Kerala Tourism revamped its iconic branding with the “God’s Own Country 2.0” campaign, spotlighting wellness, eco-tourism, and cultural heritage. The strategy included collaborations with travel influencers, international media coverage, and immersive experiences that attracted global travelers.
Would any list be complete without Zomato marking an entry?
Also, we have to start the list again from number 1, that’s right.
- Zomato’s “Chief of Staff” Job Posting
Leave it to Zomato to turn a LinkedIn job posting into a nationwide discussion. Their hunt for a “Chief of Staff”—complete with cheeky descriptors like “handle my tantrums”—went viral, sparking memes, parodies, and some hilariously exaggerated applications.
- Zomato’s 10-Minute Delivery: A Recipe for Mixed Reactions
When Zomato announced its ambitious 10-minute delivery service, it was hoping to revolutionise the food tech industry. Instead, the rollout left customers and critics with more questions than answers. From concerns about delivery partners’ safety to skepticism about food quality, it became clear that the concept wasn’t fully baked. Zomato’s cheeky PR responses (“It’s not a Formula 1 race”) tried to keep things light, but users weren’t convinced—pointing out that 10 minutes barely gave enough time for maggi noodles to boil, let alone for a hot meal to arrive at their door. While bold ideas deserve credit, this campaign was a reminder that customer trust trumps speed.
- Fevicol’s “Sticky Situations” Olympics Campaign
Fevicol struck gold during the Paris Olympics by humorously claiming the adhesive power of their glue was the secret behind athletes’ jaw-dropping performances. With witty posts like “How else does a gymnast stick to the beam?”, Fevicol reaffirmed its place as the king of quirky, contextual advertising.
- Parle-G’s “Snack Nostalgia” Campaign
Parle-G leaned into its status as India’s comfort food with a nostalgic campaign featuring its iconic wrapper and vintage ads. The “Snacking Through Generations” series tugged at heartstrings and showed why the humble biscuit remains a national treasure, even in a market flooded with fancy snacks.
- Amul’s “Dahi Wars” with Homemade Yogurt Brands
Amul cheekily clapped back at the rise of artisanal yogurt brands with its “Too Cool for Homemade” campaign. By positioning Amul Dahi as the OG hero of curd rice and raita, the dairy giant used humor and nostalgia to remind Indians that maa ke haath ka dahi was probably Amul all along.
The last one to be featured is my favorite PR launch this year.
Bold Care’s “Sextember” Campaign featuring Ranveer Singh and Johnny Sins
In 2024, Bold Care launched its cheeky and bold “Sextember” campaign, featuring Bollywood’s favorite eccentric star, Ranveer Singh, alongside the unexpected inclusion of adult film star Johnny Sins. The campaign aimed to break down the stigma around men’s sexual wellness with humor, directness, and a touch of audacity. By using two figures with starkly different public images, the campaign effectively highlighted the importance of embracing one’s desires in a no-judgment zone. Ranveer’s infectious energy paired with Johnny Sins’ famous “multitalented” persona was a masterstroke in normalising conversations around male sexual health. The campaign went viral, sparking discussions everywhere from boardrooms to Twitter threads, making it one of the most talked-about and memorable PR moves of the year.
The Final Word
If 2024 proved anything, it’s that PR in India is like a Bollywood plot—full of drama, unexpected twists, and the occasional happy ending. From brands that inspired us with inclusivity to those that left us scratching our heads with over-the-top stunts, the year kept us entertained and engaged. As we step into 2025, let’s hope for more bold ideas, fewer crises, and PR campaigns that leave us laughing, thinking, and occasionally reaching for a Parle-G biscuit.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
In her previous stint, she was associated with Metropolis Healthcare where she led the communications journey of the company for over seven years.
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