In an ever-evolving landscape where public relations and digital marketing constantly adapt to emerging trends, Kanika Chhabra, Founder of V Spark Communications and Crypto-PR, stands out as a visionary leader. With over a decade of experience in shaping PR strategies across industries like healthcare, technology, and the rapidly advancing Web 3.0 ecosystem, Kanika has successfully navigated the challenges of digital transformation and influencer marketing. Her journey is a testament to how adaptability, innovative thinking, and a deep understanding of diverse industries can create impactful communication strategies. In this interview, she shares her insights on staying ahead in the dynamic PR industry, managing multiple ventures, and fostering a culture of success within her teams.
V Spark Communications has been a major player in the PR industry for over a decade. How do you maintain innovation and adaptability in such a fast-paced environment, especially with the rise of digital PR and influencer marketing?
V Spark Communications has been at the forefront of the public relations industry for over a decade now, and we’ve witnessed firsthand how quickly things can change. Staying creative and adaptive is critical, especially given the development of digital PR and influencer marketing. The shift to digital took off during COVID-19, and we made it a point to embrace these changes with the goal to meet our clients’ evolving expectations.
One thing I always tell brands is that digital news has an advantage over print: it can be accessed at any time, providing a unique but equally valuable reach. However, conventional newspapers have their own loyal following, providing a tactile experience that individuals still treasure. It is critical to recognize the qualities of both mediums and the way they serve distinct yet complementary functions.
To keep up with the world as it evolves, we’ve equipped ourselves with modern AI tools for everything from news tracking to content development. This has boosted our efficiency, and also the precision and impact of our efforts. It’s been a game changer, enabling us to remain ahead of the curve.
As part of a comprehensive approach, we’ve always emphasised on influencer marketing, and it has always been part of our strategies. With the growing demand, it is critical to not only engage influencers but also grasp the science behind successful collaborations.
While influencers are important for targeting specific audiences, we understand that traditional media coverage continues to be valuable, especially in Tier 1 and Tier 2 cities where established channels have tremendous credibility and impact. This balanced blend of digital innovation and traditional media enables us to provide comprehensive and effective public relations campaigns for our clients.
In an ever-changing sector, striking the right balance is essential. We’re constantly adapting to new trends while remaining committed to the fundamentals of public relations i.e developing lasting relationships and presenting narratives that truly resonate with people and this continues to be our driving force helping us and our clients thrive.
You’ve led PR campaigns for a diverse array of industries, from healthcare to startups in the Web 3.0 space. How do you customise strategies to meet the unique demands of such varied sectors?
We have always had a strong foothold in industries like healthcare and technology, but we entered the crypto space around 8-9 years ago. This started with my first client, Mr. Hitesh Malviya, blockchain and crypto expert, who not only became a valuable client but also a mentor, leading me through the challenges of the crypto sector. Under his guidance, we gradually enhanced our skills, took on more projects, and eventually established Crypto-PR, a specialised business created specifically to meet the unique demands of the crypto industry.
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Our venture into this industry was not without its challenges. It required thorough research, adaptability, and an extensive understanding of the landscape. We now have established a strong foundation for developing strategies that effectively navigate the complex crypto space.
Our approach to meeting the unique demands of various industries distinguishes us. We ensure that every project is supported by a deep, industry-specific understanding by forming specialised teams within our organisation, each dedicated to a specific industry, such as healthcare, automotive, or technology. This emphasis enables us to create tailored public relations campaigns that consistently fulfil client expectations.
Whether it’s Web 3.0 or any other specific domain, our commitment to agility and expertise guarantees that we continually execute campaigns that resonate and leave an impact.
With your other venture, Crypto-PR, you are at the forefront of shaping communication strategies for startups in the rapidly evolving Web 3.0 ecosystem. What challenges and opportunities do you see in the future for crypto-based PR and marketing?
The Web 3.0 environment, particularly through my venture Crypto-PR, presents both unique obstacles and great potential for creating communication strategies for crypto-based enterprises. One of the main challenges is the experimental nature of many new endeavours in the sector. Unlike established businesses where plans might follow more predictable patterns, crypto companies often alter their direction based on their founders’ evolving visions. Implementing a consistent or ongoing public relations strategy is challenging in this constantly changing environment.
Another key area to focus is navigating the regulatory landscape, particularly in India. The government’s crypto policies require careful consideration, influencing the way we approach Indian media and communications. Remaining informed and adaptive is essential for successfully navigating through the regulatory framework.
Despite a couple of challenges, the future of public relations and marketing in the crypto space looks promising. With global adoption of digital currencies and tokens increasing, it is incredible to witness digital assets such as Bitcoin becoming status symbols. Demand has grown to the point where unique services, such as the option for purchasing Bitcoin on EMI, have started to appear, indicating the market’s increasing reach and prominence.
Understanding blockchain technology and its consequences across businesses is critical, both technically and practically. Our team of professionals ensures that they not only have marketing expertise, but also a thorough understanding of decentralised finance (DeFi), non-fungible tokens (NFTs), and tokenomics. This technical knowledge enables us to develop highly effective public relations campaigns that appeal to both tech-savvy audiences and general audiences alike.
As the Web 3.0 environment evolves, public relations professionals need to remain informed on industry trends, regulatory developments, and advancements in technology. Continuous learning and agility will be essential for success in this sector, and with the right approaches, the crypto world will undoubtedly offer significant chances for innovation and growth in PR and marketing.
Leading a team of over 25 professionals and managing two companies is no easy feat. What personal values or habits do you credit for maintaining balance and success in your entrepreneurial journey?
Leading two businesses, our Crypto-PR division and the Bangalore team, including more than thirty professionals has been an immensely fulfilling experience. As they say, nothing great comes easy, and for me, easiness often fails to provide thrill. I truly thrive on challenges.
However, one of the most profound lessons I’ve learned is that no one can succeed alone. A strong, cohesive team is the key to success. I value listening and learning from my team. I remember a client once asking, “Why do you act like a protective mother with your team?” My response was simple: they have been with me for years, and their well-being is my top priority. A happy, motivated team is essential to a thriving business.
One of my guiding principles is to foster genuine team relationships. I make an effort to share meals with my team whenever possible and not only to talk about business, but also to get to know them as individuals, build camaraderie, and have a good time together. Ultimately, success requires focus, teamwork, and an openness to learning from both challenges and the people around you.
In addition to your professional achievements, you were featured in India Today’s “10 Innovative Business Leaders”. How has this recognition shaped your personal perspective on leadership and growth?
Being recognised in India Today’s “10 Innovative Business Leaders” was an extremely rewarding experience, especially for someone like myself who works in public relations and marketing and understands the importance of media coverage. Such recognition from reputable journalists and prestigious publications is a significant form of third-party validation, providing unparalleled credibility.
This recognition is more than an accolade to me; it serves as a powerful motivator. It reminds me of my responsibilities to keep growing as a leader and continue to bring in more value to my clients and team. It reinforces the need of being creative and constantly pushing the envelope in a competitive industry like public relations.
Recognition like this also serves as a benchmark, reminding me that, while it’s great to appreciate accomplishments, there’s always opportunity for improvement. It’s a sign that the efforts we make to create effective results for our clients are being acknowledged, which motivates me to strive for even greater success in the future.
Kanika Chhabra‘s journey exemplifies the power of innovation, adaptability, and unwavering commitment to excellence in the dynamic world of public relations. As she continues to lead V Spark Communications and Crypto-PR to new heights, her passion for nurturing talent, embracing change, and delivering value-driven campaigns serves as an inspiration for budding PR professionals and entrepreneurs alike. With her forward-thinking approach and dedication to shaping impactful narratives, Kanika is truly a trailblazer in the PR industry, and her story continues to inspire those looking to make their mark in this ever-evolving field.
