At #PRAXIS12 Advita Patel Shows How Films Like Lagaan & DDLJ Inspire Purpose-Driven Brand Narratives
The talk given by Advita Patel, President of CIPR was a true blockbuster – and not just because it was about Bollywood. Taking centre-stage with her talk titled “From Screen to Strategy: Storytelling Secrets Bollywood Can Teach PR” her opening line set the tone: “Indian cinema is the bridge that connected me to my culture.”
Advita unpacked five powerful lessons from Indian cinema that PR pros can use to elevate their storytelling. Five Storytelling Lessons that can turn brands into blockbusters. She actually redefined PR storytelling.
At this masterclass, her first lesson was “Start with the soul, not the hype.” She pointed to films like Swades and Gully Boy, which are driven by purpose and humanity rather than spectacle. Similarly, she urged brands to dig into their “why.” Quoting the iconic Tata Tea “Jaago Re” campaign, she said it made her realise Tata Tea was more than just tea – it was a wake-up call. “That’s what we must understand about every brand,” she said.
The second lesson was “Make your audience the hero”. Using Lagaan as an example, she reminded us how the film turned an entire community into the story’s protagonist. Brands should do the same. Campaigns like Paper Boat (which took us back down memory lane of playing with paper boats in childhood), she said worked, because they made the audience part of the story, focusing on shared moments, not just products.
Consistency was the crux of her third lesson. “Repeat it until it becomes the norm.” For repetition builds recognition and trust – from DDLJ’s 25-year theatre run to Amul’s iconic topical ads.
“Archetypes build instant connection,” she stated in her fourth lesson. Whether it’s the sensitive, loving mother in Kabhi Khushi Kabhie Gham or Fevicol’s clever eyeball-grabbing campaigns – stories rooted in familiar archetypes resonate deeply with audiences.
The last and perhaps most striking lesson was – “Reputations aren’t just preserved, they’re reimagined”. She contrasted Vikram (which revived Kamal Haasan’s character for a new era) and Rocky Aur Rani Ki Prem Kahaani (where Rocky evolves from stereotype to substance) – pointing out that they are indeed, masterclasses in ‘reinvention’. Linking this to PR, she highlighted how Zomato redefined its reputation by being witty, bold & unapologetically itself. And, this got the brand earning not just attention but cultural relevance.
Her closing thought was a powerful takeaway for every communicator:
“Legacy earns respect. Reinvention earns relevance. But confidence earns connection. PR isn’t about attention – it’s about connection.”
Consequently, her keynote was an engaging blend of cinema nostalgia and brand strategy. This left the #PRAXIS12 audience with one clear message – in business, just like in Bollywood, the best stories are the ones that evolve, connect & keep audiences coming back for more.
In a conversation with Amit Kumar Nanchahal, Head, Corporate Communications, PepsiCo she elucidated that today we find ourselves living in a fast-changing environment. But, there’s a catch. We are not stepping back and reflecting and that’s what happening in PR. “We’ve lost the connection and that’s the problem with Indian cinema,” she shared.
How do we ensure that we repeat, when everything is changing around you? There are twenty-one touch points before any message reaches the audience. The message should remain the same, was her suggestion.
We are exposed to so many international brands. What is the balance between global and Indian brands? “Think global, act local” was her prompt reply.
If we truly think about what is ‘connection’, she pointed out that the pandemic gave us a clear road to see that human beings cannot survive without ‘connection’! If you have an incredible way of sharing stories, you’re doing a great job was her parting shot.
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