“Spark” – A Glorious Celebration of India’s PR Pioneers

“Spark” isn’t just a book; it’s an anthem for the Indian public relations fraternity. Edited by Amith Prabhu and Sarika Chavan, the book shines a well-deserved spotlight on 24 stalwarts who built the foundations of modern PR in India. It’s a collection of stories that takes you from their humble beginnings to their trailblasing contributions, leaving you inspired and wiser.

It chronicles the journey of the profession that moved from hand-delivered press releases to AI-powered campaigns, transforming itself into a strategic cornerstone for businesses. For anyone in the PR profession, this book is a celebration, a roadmap, and a call to dream bigger.

The book opens with Sunil Agarwal, the founder of 20:20 Media, whose specialisation in technology PR laid the foundation for niche practices in an era dominated by generalists. His ability to simplify complex tech stories and make them relatable is a reminder that PR, at its heart, is about human connection.

From there, the book takes us to Atul Ahluwalia, who set standards in global PR integration at Corporate Voice which later became Weber Shandwick. His emphasis on results-driven strategies resonates deeply in today’s outcome-focused world. And as the founder of First Partners he has shown the world their award winning work.

Madan Bahal’s journey is a cornerstone of the book. As the co-founder of Adfactors PR, he has built India’s largest PR firm while maintaining an unwavering commitment to ethics and client trust. Having worked with him for 14 years, I can attest to the vision and integrity he brought to every campaign.

The book also celebrates game-changers like Prema Sagar, whose Genesis PR helped shape the profession during India’s liberalisation era. Her foresight and global outlook made her a trailblazer in every sense. Similarly, Rajiv Desai’s work with IPAN introduced the idea of integrating public affairs with corporate communication, setting the stage for strategic PR in policymaking.

N.S. and Bela Rajan’s partnership at Sampark is another standout. Bela’s creative brilliance, like introducing branded backdrops for ITC events, paired with Rajan’s expertise in crisis management, created a consultancy defined by trust and long-term relationships.

The book isn’t just about the veterans. Leaders like Kunal Kishore Sinha along with Gaurav Patra and Manisha Chaudhary of Value360 Communications and Aman Gupta with Shivani Gupta of SPAG Finn Partners showcase how new-generation PR professionals are pushing boundaries with a focus on startups, healthcare, and advocacy. Their success proves that PR isn’t just about storytelling—it’s about foresight and adaptation.

Lessons for Every PR Professional

What sets Spark apart is its blend of personal anecdotes and professional insights. Here are a few key takeaways:

1. Adaptability is Key: From Sunil Gautam’s BFSI focus at Hanmer to Rishi Seth’s digital-first strategies at Six Degrees, the book reminds us that staying ahead of the curve is critical.
2. Relationships Matter: Roger Pereira’s long client tenures and Archana Jain’s success in luxury and lifestyle PR show that trust is the foundation of long-term success.
3. Ethics Above All: Nandita Lakshmanan and Rajiv Desai exemplify how integrity is essential, not just for personal reputation but for building a lasting legacy.
4. Innovation Drives Growth: Bobby Kewalramani’s smart methods of handling crises and Nikhil Khanna’s focus on niche markets highlight the importance of thinking outside the box.

A Glimpse Into the PR Evolution

The book captures PR’s journey from misunderstood beginnings to its current role as a strategic driver for brands and businesses. It highlights how pioneers like Ashish Jalan, Samir Kale and Dilip Cherian built practices that balanced human connection with strategic influence.

It also looks to the future, with discussions on AI, sustainability, and digital storytelling. But the heart of the book remains timeless: PR is about people—understanding them, connecting with them, and building trust. It gives the reader a ringside view of some of the quieter movers and shakers such as Zach James and Vineet Handa.

Why You Should Read Spark?

Whether you’re a seasoned professional or a curious newcomer, Spark is a must-read. It’s inspiring without being preachy, insightful without being overwhelming. For veterans, it’s a nostalgic walk through the milestones of Indian PR. For the next generation, it’s a masterclass in what it takes to succeed.

This book doesn’t just tell the story of the consulting business and its evolution—it tells the story of its people. People who dared to dream big, adapt to change, and redefine what PR could be. If you’re looking for inspiration or simply want to understand what makes this profession so special, Spark is the book for you.

So, grab your copy, let its stories ignite your imagination, and perhaps, find your own spark. The cool thing is that this is the first in a series. I’m waiting for the next set of books already.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Vikram Kharvi

Vikram Kharvi is the CEO of Bloomingdale PR, a leading full-service public relations consultancy, and serves as Fractional Chief Marketing Officer with ANSSI Wellness, India's fastest-growing chain of spine clinics. With over 27 years of expertise in strategic marketing communications and public relations, he has successfully collaborated with diverse brands to enhance their visibility and reputation. Vikram is the author of PRactice What You Preach and the founder of the Indian PR Forum and Vikypedia.com, both of which serve as pivotal platforms for fostering learning and dialogue within the PR and marketing community.