What role does storytelling play in your PR campaigns, and how do you craft compelling narratives?
Storytelling is the heartbeat of every PR campaign we run at Glad U Came. Today, brands that tell stories win hearts, not just market share. We see storytelling not just as a tool, but as the entire canvas. Whether it’s launching a new label or repositioning a legacy brand, we build narratives that are authentic, emotional, and strategically aligned to business goals.
Our process begins with deep listening, understanding what the brand truly stands for, beyond products or services. Then we frame the story in a way that speaks to the culture of the moment while also standing the test of time. We look at archetypes, human truths, and customer journeys to ensure that every touchpoint from a press release to an influencer reel, carries the same narrative thread. In an age of infinite scrolls, a good story is what stops the thumb.
How do you ensure compliance with advertising standards and disclosure regulations in influencer content?
Compliance is non-negotiable. At GUC, we have a solid system in place to ensure all influencer partnerships follow ASCI guidelines and any relevant legal disclosures. From the moment a brief is sent out, we include detailed “Do’s & Don’ts,” including tagging guidelines, mandatory disclosures like #Ad or #Collab, and even tone-of-voice expectations.
We also review all content before it goes live, especially paid campaigns, to ensure it’s aligned not just creatively, but also legally. We work closely with influencers to make compliance easy for them, think checklists, template captions, and pre-approved formats. It’s all about accountability and education. At the end of the day, transparency builds trust, and trust builds long-term brand equity.
What metrics do you use to measure the success of a PR campaign, and how do you pitch to digital-first media versus legacy publications?
We don’t just count impressions, we count impact. Success metrics vary by campaign, but typically we track earned media value, sentiment analysis, share of voice, engagement rates, backlink quality, influencer reach vs. actual conversions, and long-term brand mentions. We also do a post-campaign audit with brands to assess business outcomes like footfall, website traffic, or product sell-through.
When it comes to media pitching, context is everything. With digital-first media, it’s about speed, virality, and data-backed storytelling, short, punchy, scroll-worthy content is key. With legacy publications, we focus on long-form storytelling, thought leadership, and exclusives. Both require different rhythms, but the goal is the same: relevance.
What are some challenges of scaling a boutique PR agency, and how do you solve them?
Scaling a boutique agency while keeping it boutique, that’s the paradox. The biggest challenge is maintaining quality and personalisation as you grow. At Glad U Came, we’ve solved this by investing in people, processes, and purpose.
We’ve systemised creativity— sounds odd, but it works. SOPs, automation tools, and clear role clarity have helped us stay agile. We’ve built a strong internal culture rooted in learning and ownership. Also, we’ve expanded into niche verticals like influencer packaging and celebrity seeding to stay ahead of the curve while staying true to our DNA.
Growth isn’t just about adding clients, it’s about multiplying value. That’s what we focus on.
What role does content marketing play in your overall digital strategy?
Content marketing is no longer a sidekick, it’s the superhero of modern PR. It plays a central role in our digital-first strategy, especially in shaping brand perception across multiple touchpoints.
We design content calendars that blend storytelling, SEO, influencer voices, and platform-specific formats. Whether it’s snackable reels, LinkedIn thought leadership, or blog storytelling, every piece of content serves a purpose. It builds thought authority, drives traffic, and most importantly, starts conversations.
We also use content marketing to build our own brand voice as an agency, which has been a major driver for our inbound leads and community-building efforts.
How do you integrate influencer marketing with other marketing channels for a cohesive campaign?
Integrated marketing is the only kind that works today. Influencer marketing isn’t a silo, it’s a connector. At Glad U Came, we make sure that influencer content syncs with the overall campaign narrative, whether it’s aligned with ATL branding, product launches, PR events, or retail rollouts.
For example, if we’re launching a new beauty brand, influencer content will be pre-seeded before the press drops, followed by unboxing reels, live coverage at the launch event, and then UGC repurposing in paid ads. We ensure the creative assets are consistent across emailers, websites, and even physical packaging.
Our campaigns are designed as ecosystems, not silos. Every channel going from PR, influencer, digital ads, SEO, feeds into a single story. That’s what creates brand stickiness.
Being at the helm of a PR and influencer agency in a market as dynamic as India is a thrilling ride. Every campaign is a new story waiting to be told, and every challenge is a creative puzzle we’re excited to solve. At Glad U Came, we don’t just market brands, we make them matter.
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