I think India is fascinating for PR, not just because of the ideas there, but because of the environment comms people work in.

Just like Hollywood can teach us about narrative due to its intense focus, India can teach us how to handle topics in a diverse environment where getting it wrong can backfire badly.

Take women's health. For many, it was and still is a taboo topic there. So how do you then launch a women's health campaign within that context?

Sonali Sokhal from Intelliquo can answer that, as that is her current brief.

In this "bite-sized" episode, I chat with Sonali about the campaign and some of the factors needed to turn around perceptions and overcome taboos.

Takeaways:

1) Be aware of societal changes and look for cracks in existing attitudes where new groups are adopting new ideas.

2) Find and target the right people who will embrace your message. There will always be someone. You then need them to share the conversation because you can't do it all yourself.

3) Getting the messaging right relies on deeply understanding what will resonate with the people you need to reach.

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The whole thing is here in this podcast

GUEST - Sonali Sokhal WEB: www.Intelliquo.in

THE PROJECT - www.commsbreak.com

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