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Fashion’s New PR Playbook for India

Publicists are embracing ‘glocal’ storytelling and more culturally nuanced activations to tap the fast-growing India market.
Cover shoots of the Indian editions of Harper’s Bazaar and Esquire magazines featuring Jaipur's royal sibling duo, titular princess Gauravi Kumari and titular maharaja Sawai Padmanabh Singh, wearing Cartier jewellery and accessories.
Covers of the Indian editions of Harper’s Bazaar (Jan-Feb. 24) and Esquire (Apr. 25) magazines featuring Jaipur's royal sibling duo, titular princess Gauravi Kumari and titular maharaja Sawai Padmanabh Singh, wearing Cartier jewellery and accessories. (Harper’s Bazaar India and Esquire India)
By
BoF PROFESSIONAL

Key insights

  • International PR firms have started to enter India following an influx of global fashion and luxury brands chasing growth in the dynamic market.
  • Publicists are investing in more immersive storytelling and culturally nuanced conversations in addition to traditional PR coverage that generates quick wins.
  • Celebrity engagement yields strong results in India but requires authentic alignment, consistency and originality to build long-term brand equity.

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Last month, L52 Communications entered India with a six-member office in Mumbai, expansion plans for New Delhi and dedicated “India teams” at the company’s New York and London headquarters. The timing of the move was down to the dynamism and global relevance of the Indian fashion scene, says

Further Reading

Can Global Brands See Beyond Bollywood in India?

Actors are a particularly effective way of reaching Indian consumers, but fashion brands should consider widening the net to include other famous faces like local musicians, athletes and celebrity influencers, say marketing experts.

Meet India’s New ‘It Girls’

Fashion brands like Dior, Ralph Lauren and Jimmy Choo are cosying up to a new generation of actresses, socialites and aristocrats who capture the zeitgeist in India’s rapidly growing luxury market.

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