An Exclusive Interview with Nandini Mahant, Founder of Sorta Famous, a modern PR and brand communications agency
Meet Nandini Mahant, the visionary founder of Sorta Famous, a trailblazing modern PR and brand communications agency. In this exclusive interview, she reveals how she’s redefining buzz in the digital era, sharing insider strategies for brands to stand out and thrive amid fierce competition.
What sparked the idea for Sorta Famous, and how did your background lead you to launch a modern PR agency in a crowded communications landscape?
Nandini Mahant: Sorta Famous really took shape while I was working closely with founders who were constantly visible but still somehow misunderstood.They were doing all the right things- PR, content, marketing yet there was no clear story tying it all together.
I’ve worked across brand strategy, communications, and business, it became clear to me that the real issue wasn’t reach, it was positioning.
Most brands don’t need to say more, they need to say the right thing.Sorta Famous was built around that belief: get clear before you get loud. When clarity comes first, visibility actually leads to credibility, trust, and business.
What makes Sorta Famous “sorta famous”? How do you differentiate your services from traditional PR firms?
Nandini Mahant: Most brands don’t need to be everywhere. They need to be understood.“Sorta famous” is that in-between stage, when a brand has momentum, but its public narrative isn’t fully defined yet.
That’s where we do our best work.Traditional PR often measures success through coverage and mentions. We look at perception, positioning, and what that visibility actually does for the brand in the long run.
We work closely with founders to sharpen who they are, what they stand for, and why they matter. Once that’s clear, visibility stops being performative and starts being valuable.
Unlike traditional PR firms that rely heavily on legacy media and templated pitches, we’re deeply plugged into digital culture, social media trends, and community-driven storytelling. We tailor strategies to each client instead of forcing them into a one-size-fits-all PR model.
How does Sorta Famous blend creativity, data analytics, and social media to craft compelling brand narratives?
Nandini Mahant: We use data as guidance, not a rulebook.Audience behaviour, content performance, and platform insights help us understand what resonates, but storytelling is what makes people care. Social media gives us real-time feedback, allowing us to test narratives, learn quickly, and fine-tune messaging.
We’re not interested in chasing trends for the sake of it. The focus is on building narratives that feel consistent, relevant, and credible across platforms and media.In the era of AI tools and social algorithms, how is PR evolving, and what skills matter most today?
PR today is far less about control and far more about trust.AI has changed how things are executed, but it hasn’t changed how people perceive brands. Judgment, context, emotional intelligence, and cultural awareness still can’t be automated.Professionals who understand business, human behaviour, and long-term brand building will always stay ahead regardless of tools or algorithms.
How do you handle crisis communications in a 24/7 digital world, especially for founders and startups?
Nandini Mahant: Crisis communication is not managing headlines, it’s about protecting trust.We help founders respond with clarity and accountability, instead of reacting emotionally or disappearing altogether.
In today’s digital environment, transparency goes much further than trying to appear perfect.Handled well, a crisis can actually strengthen credibility.
Handled poorly, it can undo years of work. For startups and influencers especially, reputation is personal. Crisis management isn’t just about damage control; it’s about accountability and rebuilding trust.
If you could collaborate with any brand or founder right now, who would it be and why?
Nandini Mahant: We’re most aligned with founders and businesses whare building with the long term mindset. People who care about reputation, relevance, and sustainability over quick attention.Growth-stage startups, personal brands, and premium businesses that value strategic storytelling tend to be the best fit for us.
What advice would you give to aspiring PR entrepreneurs or young professionals entering communications?
Nandini Mahant: Understand business before chasing visibility.PR works best when it’s rooted in clarity, intent, and credibility. Learn how brands actually grow, how founders think, and how trust is built over time.
When the substance is strong, visibility follows naturally.For founders and brands navigating growth, visibility, or a shift in positioning, Sorta Famous works closely with leadership teams to build clarity-led narratives turning attention into long-term credibility.
Build real relationships, understand culture, and don’t be afraid to experiment. Most importantly, remember that PR isn’t about spinning stories, it’s about telling the truth in a way that connects.
Nandini Mahant’s insights from Sorta Famous illuminate PR’s dynamic future: authenticity, agility, and bold storytelling win. Aspiring founders and marketers, take her advice—embrace innovation relentlessly. Her journey inspires us all to craft narratives that resonate and elevate brands to iconic status.
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