An Unique Interview with Radhika Nihalani, Founder and CEO of Assume Ink Communications, a PR company catering to style, life-style, leisure, and hospitality genres
This interview with Radhika Nihalani, Founder and CEO of Assume Ink Communications, delves into her management of a dynamic PR company specializing in style, life-style, leisure, and hospitality. She shares insights on innovation and shopper engagement in these vibrant sectors.
What impressed you to begin Assume Ink Communications, and the way did the thought take form?
Radhika Nihalani: Beginning a enterprise was truthfully by no means actually part of my life plan till I met Ronnie Screwvala, whom I had the privilege of working with for 2 years earlier than I took my first steps into the entrepreneurial world with Assume Ink.
I had labored in varied corporations previous to working with Ronnie, and I used to be all the time pleased with my jobs. Once I joined Ronnie, my function was to spotlight his positioning as an entrepreneur and showcase the depth of all the pieces he does exterior the world of flicks he created.
I learnt a lot about entrepreneurship from him and travelled with him throughout the nation as he spoke to younger India about creating and constructing companies. One thing modified in me after I heard him converse with a lot ardour, and I simply determined to make the leap.
The concept took form pretty organically — PR was one thing I had all the time performed, so I knew my enterprise enterprise can be in that subject.
I discovered immense help in my husband, who inspired me to only “go for it.” Beginning a service-based enterprise is simpler in comparison with a product-led one, because the preliminary funding is minimal.
I went on the market and obtained our first shopper by way of a good friend, and now, right here we’re… 10 years and over 150 shoppers later… nonetheless working relentlessly to be the perfect we might be in our subject.
How would you describe Assume Ink’s distinctive strategy to leisure and life-style communications in comparison with different businesses?
Radhika Nihalani: I wouldn’t like to check ourselves to others, I don’t suppose that’s honest. However once we began Assume Ink with one teammate and our first shopper, we have been dedicated to sharing the absolute best concepts and being the company that companies its shoppers with absolute dedication and dedication.
In reality, we didn’t need to be seen as an company … we wished to be an prolonged crew for whoever partnered with us. A decade later, that continues to be on the core of our strategy to all the pieces we do.
In your view, what differentiates efficient communication from good communication?
Radhika Nihalani: That’s an excellent query! I believe efficient communication is, firstly, timed proper… timing is just about all the pieces in PR. Secondly, an integral a part of efficient communication, for my part, is the talkability and the dialog it generates.
In your view, how is the leisure and life-style PR panorama evolving in India?
Radhika Nihalani: There have been drastic modifications within the subject of PR general, and particularly in leisure and life-style. Digital information has fully modified the way in which PR features … we not wait a day to learn the newspaper; information breaks can virtually occur each hour.
The flip aspect is that it turns into tougher to remain related as a result of new developments are being reported by the minute.
This makes the job that rather more difficult and thrilling, after all. It’s really an fascinating time for PR, and I personally stay up for seeing how the sphere evolves additional as we proceed to embrace extra know-how.
Are you able to share a memorable marketing campaign or undertaking that considerably formed Assume Ink’s identification?
Radhika Nihalani: That’s a troublesome one, however one marketing campaign that usually involves thoughts is the PR marketing campaign we did for The Offended Birds Film. It was a giant worldwide launch, and we have been a small firm again then, entrusted with the marketing campaign by Sony.
The target was to make the movie related to a youthful viewers at the moment, the Offended Birds sport was not the “it” sport, and folks had moved on to Temple Run and others and to create an area reference to the movie.
The film itself was fascinating as a result of it confirmed why the birds have been truly offended… they have been offended for an excellent trigger (an invasion of their island!).
We took this very premise and created a enjoyable but highly effective marketing campaign known as “The Angries” – an award we gave to related voices in India who have been “offended for an excellent trigger.”
We obtained the likes of Sonakshi Sinha, Neha Dhupia, RJ Malishka, Navjot Singh Sidhu, and extra related to the marketing campaign, which made it a mega success.
It wasn’t simply the ideation and execution that made this marketing campaign memorable… it set a brand new customary for a way worldwide movie PR was performed in India. In reality, the thought of making related awards for worldwide releases turned a pattern and a standard a part of publicity plans thereafter.
What recommendation would you give aspiring entrepreneurs who need to work in leisure and life-style communications?
Radhika Nihalani: There are some things aspiring entrepreneurs ought to pay attention to and that applies whatever the subject they need to construct their enterprise in.
This isn’t new recommendation … it’s what everybody says as a result of it’s true! Entrepreneurship shouldn’t be straightforward, and aspiring entrepreneurs needs to be keen to go the entire mile, preserve it collectively when all the pieces appears to be falling aside, keep resilient, and most significantly, be okay with failure as a result of there are more likely to be many.
Particularly for budding entrepreneurs in leisure and life-style communications …. you will need to completely and wholeheartedly love this subject. You’ll be able to both embrace it or be intimidated by it.
When you embrace it, there’s nothing fairly just like the excessive that leisure and life-style work can provide you. Nevertheless it’s additionally all-consuming, relentless, and 24/7, 12 months a 12 months!
Radhika Nihalani’s imaginative and prescient and dedication have formed Assume Ink Communications right into a powerhouse PR company. Her strategy to strategic communication continues to raise manufacturers throughout industries, making Assume Ink a pacesetter in leisure and life-style public relations.
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