Reputation is too valuable to be treated as a communications function that springs into action only when something goes wrong. For Corey duBrowa, CEO of Burson, it is a measurable business asset that organisations must continually strengthen through leadership, governance, workplace culture and credible action, long before a crisis tests their standing. Speaking at PRAXIS India on *Earning Reputation in the Intelligence Era*, duBrowa outlined a new approach to public relations that combines artificial intelligence, audience understanding and reputation measurement with the human judgement and relationships that have traditionally defined the profession. Drawing on more than three decades of experience, including senior communications roles at Google, Starbucks, Salesforce and Nike, he argued that the industry must evolve both the art and science of communications to remain relevant in an increasingly unpredictable environment. His argument comes against what he described as an acc

Dentsu Creative Isobar has launched a new campaign for KRAFTON India’s Battlegrounds Mobile India (BGMI) to promote its Collection Level feature, which allows players to showcase their in-game collections as a mark of achievement. Titled “Jo BGMI par collection level badhaye, woh Collector ban jaaye,” the campaign draws inspiration from 1980s Bollywood films, small-town settings and old-school slapstick comedy. It comprises two films, Akkad Bakkad Collector and Nikamme Ki Amma, which use familiar Indian storytelling to introduce the gaming feature. Akkad Bakkad Collector captures the chaos in a small-town office as people prepare for the arrival of an important dignitary. Nikamme Ki Amma follows a mother’s dream of seeing her son attain a prestigious position. Both films take unexpected turns, linking the characters’ aspirations to BGMI and the status associated with building an impressive collection. The campaign positions collecting rare items, crea

Verve Media, an integrated digital marketing agency, has won the social media marketing and content mandate for Academy of Strength (AoS), a Bengaluru-based strength, fitness and movement community focused on expert-led, science-backed training. As part of the mandate, Verve Media will lead AoS’s social media strategy, content creation and account growth, with a focus on increasing brand awareness, strengthening audience engagement and building a distinctive digital presence. The mandate also includes on-ground content shoots, with Verve Media conceptualising content ideas and executing them across AoS locations to create a consistent pipeline of original, platform-first content. AoS’s combines expert coaching, small-group training and structured programming across strength and conditioning, mobility, personal training, athletic performance, nutrition, online training and corrective movement. Through the partnership, Verve Media will develop a content strategy that bri

  The Journalists’ Union of Sikkim (JUS) and Neil Tara Cares will jointly organise ‘One for Himalaya’, an awareness initiative highlighting the importance of multi-hazard early warning systems (MHEWS) and disaster preparedness. Addressing a press conference in Gangtok, Sareena Abigail Rai of Neil Tara Cares said the initiative aims to sensitise communities, leaders and decision-makers to the role of timely warnings in saving lives and minimising the impact of natural disasters. JUS president Prabin Khaling said poets from across the region had voluntarily contributed their works to the campaign. Students from various schools will recite the poems to raise awareness about disaster risks and preparedness. The participating poets include Dr Rajendra Bhandari, Kewal Chandra Lama, Pravin Rai Jumeli, Ramika Thapa, Pravin Khaling, Guru T. Ladhaki, Suraj Gurung, Sarojini Subba, Srawan Mukarung, N. B. Ghimirey and Pallawib. The initiative comes amid recurring disaste

Ashwani Kumar, former president of the Press Club of Jammu and president of the Jammu and Kashmir Accredited Journalists Association (JAKAJA), has raised concerns over declining journalistic ethics and the alleged misuse of journalistic identity for intimidation and blackmail. Kumar said the issue required urgent attention from media organisations, journalists’ bodies, the government and law-enforcement agencies. He expressed concern over reports that the Jammu Newspapers Editors Guild had flagged instances of individuals posing as editors and journalists allegedly intimidating and blackmailing people in Jammu and Kashmir. “Journalism is not a licence to threaten people, malign reputations or extract money by using the fear of adverse publicity. Anyone who uses a camera, microphone, social-media account or online news portal to intimidate people for personal or financial gain must face lawful scrutiny,” Kumar said. Citing the Press Council of India’s Norms