Exclusive | Value 360's Kunal Kishore on PR business, growth and innovations

The Public Relations business in India is very dynamic and is changing with every single day. The change is majorly attributed to fundamental and irreversible societal, technological and audience-related shift. Some of the prominent changes are seen in media fragmentation, increasing consumer empowerment, rise of communities and shift in trust from institutions to peers.

Taking these aspects into cognizance and focused approach to early stage businesses, Value 360 Communications was incepted in 2003, affiliated of Huntsworth which has a strong network across 36 countries worldwide. It was formed with an objective of offering a resolute, practical and measurable integrated communication program. The agency boasts to have helped more than 100 brands from across the world to realise their corporate communication requirement.

Adgully caught up with Kunal Kishore, Founder-Director, Value 360 Communications Private Limited to get some more insights about his stint and journey in the business of public relations so far.

Kunal Kishore started his professional journey about a decade ago with a Delhi based PR agency e-Lexicon Communications. Very early in his career, he decided to take the entrepreneurial route with an aim to create an organisation which understood the changing paradigms of communication. Speaking about his entrepreneurial journey, Kishore said, “The journey has been quite interesting and exploring. Since the start I have had the knack of doing something of my own and in media relations space hence the birth of Value 360 Communications in 2003. Since then we have seen both slow and fast moving phase of the industry and our company as well. Coming to think of it, Value 360 was born in 2009 after the recession phase. With a 3 member team to a 100 plus employee company, the journey was interesting.”

He states that Value 360 Communications is helping enterprises to adapt within the multi-faceted and rapidly shifting ecosystem and is driving their communication to achieve maximum impact. The company’s consulting and service offerings are based on the key aspects of innovation, strategy, execution, deliverable and impact. The core idea is to make the client stand apart using strategies which are both quantifiable and growth-centric.

Though the company was somewhat a new entrant in the communication space, Value 360 Communications has been witnessing growth every year. Adding further Kishore said, “Well, the growth has been quite consistent with our company. We have seen 100 percent growth almost every year and this year too we saw 65 percent growth.”

Very recently Value 360 released a new arm, called Popkorn Communications which focuses on strategic media. As told by Kishore, it is a digital marketing company that practices new age techniques of building brand awareness, like blogs, social media, articles, case studies and much more that are steadily driving image and opinion of brands today. “The basic idea behind taking a step in this direction was to catch up with the need of brands across verticals to position themselves uniquely, break the clutter and be seen as the best in the business in the otherwise overcrowded space of the 'World Wide Web'. Providing digital content marketing solutions that can engross viewers resourcefully, entice them towards brand recognition and loyalty and help them make informed choices is what Popkorn Communications helps achieve", he added.

He also mentioned that with the rapidly changing needs and demands of the consumers, it is very important to innovate and re-invent ourselves. "With Popkorn, we provide customised promotional content to the client that helps gaining recognition in a much more personalised way through a brand’s web presence, digital engagement and brand promotion", he said.

The company also holds a good quality clientele which includes brands like Snapdeal, OLX, Naptol, Tradus, Lenskart and so on and so forth. Speaking about some of the memorable campaigns and initiatives, they ate proud of, he said, “The best and the most appreciated one was when Snapdeal took a charge of developing an entire village and named it as Snapdeal nagar. This initiative was very well perceived nationally and internationally. Also for Tradus we kind of grabbed attention of people during the time when Aam Admi Party was doing really well. We sold off ‘Jhaddos’ at very minimal prices.”

Having said that, Kishore believes that it is important to do activations which are remarkable and hit the right chord as PR activations play a vital role in maintaining/building a brand’s image and reach. "Hence this year the plan is not only to grow but to acquire more mind-shares and expand the size of our kitty by the end of 2014", he said.

Lastly, giving an overview on the growing PR and media industry and how Value 360 Communications has matched up with the industry pace, he said, “Off-lately, I came across a report on the PR industry which stated that leading PR agency has witnessed a 35 percent growth this year but Value 360 Communications has seen a 65 percent growth which clearly states how have we matched up the growth and pace of the industry. I believe we have grown and will grow because of the fact that our objective is to expand and not just make money.”  

 

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