With an eye on India’s centennial independence celebrations in 2047, corporate brands and public relations leaders have joined hands to contribute to the country’s growth and leverage credible storytelling as a powerful tool, with the launch of the first edition of PRana 2024: Shaping the Story of India, a convention aimed at co-creating a compelling narrative, collaborations and fostering innovations in the country.
Prana is the first-ever platform launched by the Public Relations Consultants Association of India (PRCAI), a trade organisation that represents India’s public relations consultancy sector. The convention, held in the capital, highlighted the power of storytelling and how brand leaders can contribute to the next phase of India’s growth.
The convention was attended by key opinion leaders like Dr Neeraj Mittal, secretary, Department of Telecommunications, Government of India; Nadir Godrej, chairman & MD of Godrej Industries; Imtiaz Ali, filmmaker; Chhavi Rajawat, first MBA sarpanch; author Devdutt Pattanaik; Academy award- winning filmmaker Guneet Monga; Deepa Malik, Padmashree Khel Ratna awardee and para-athlete; chairman of Panasonic Life Solutions India Manish Sharma; founder, Museum of Art & Photography (MAP) Abhishek Poddar, and others.
A survey-based report ‘Bharat ki Baat 2024’, a study commissioned by PRCAI to LocalCircles, a community platform, was also launched on the occasion which received over 180,000 responses from over 40,000 citizens located in 396 districts of India and it sought citizens’ views on their hopes and aspirations in 10 key areas — growth and prosperity; geo-political influence; infrastructure; healthcare; sustainability and environment; education; skilling, employment and livelihood; ease of living cities and digital governance; technology and innovation; and communications and information.
“The role of public relations is fast changing from communicators to business enablers. PRana 2024 for the first time will bring together India’s key opinion leaders and reputation custodians who have a significant role in storytelling for nation building.‘Bharat ki Baat 2024’ report by PRCAI validates the growing significance of the role of the public relations industry and the communications function in government, businesses or civil society organisations for ethical and authentic information,” said Deeptie Sethi, CEO, PRCAI.
While PRana 2024 emphasises on a new era of strategic storytelling, the report captures real Indian voices of the nation. “As we approach India@100, our overarching goal remains to amplify India’s voice and celebrate its achievements through the power of new-age communication,” said Kunal Kishore, vice-president, PRCAI. PRCAI also unveiled the PRana Taal-Rise Together, a music composition by singer/ songwriter Tejas Menon.