Radhika Nihalani on Revolutionizing PR with Think Ink Communications

An Exclusive Interview with Radhika Nihalani, Founder and CEO of Think Ink Communications, a PR agency catering to fashion, lifestyle, entertainment, and hospitality genres

This interview with Radhika Nihalani, Founder and CEO of Think Ink Communications, delves into her leadership of a dynamic PR agency specializing in fashion, lifestyle, entertainment, and hospitality. She shares insights on innovation and client engagement in these vibrant sectors.

What inspired you to start Think Ink Communications, and how did the idea take shape?

Radhika Nihalani: Starting a business was honestly never really a part of my life plan until I met Ronnie Screwvala, whom I had the privilege of working with for two years before I took my first steps into the entrepreneurial world with Think Ink.

I had worked in various companies prior to working with Ronnie, and I was always happy with my jobs. When I joined Ronnie, my role was to highlight his positioning as an entrepreneur and showcase the depth of everything he does outside the world of movies he created.

I learnt so much about entrepreneurship from him and travelled with him across the country as he spoke to young India about creating and building businesses. Something changed in me when I heard him speak with so much passion, and I just decided to take the plunge.

The idea took shape fairly organically — PR was something I had always done, so I knew my business venture would be in that field.

I found immense support in my husband, who encouraged me to just “go for it.” Starting a service-based business is easier compared to a product-led one, as the initial investment is minimal.

I went out there and got our first client through a friend, and now, here we are… 10 years and over 150 clients later… still working relentlessly to be the best we can be in our field.

How would you describe Think Ink’s unique approach to entertainment and lifestyle communications compared to other agencies?

Radhika Nihalani: I wouldn’t like to compare ourselves to others, I don’t think that’s fair. But when we started Think Ink with one teammate and our first client, we were committed to sharing the best possible ideas and being the agency that services its clients with absolute dedication and commitment.

In fact, we didn’t want to be viewed as an agency … we wanted to be an extended team for whoever partnered with us. A decade later, that continues to be at the core of our approach to everything we do.

In your view, what differentiates effective communication from good communication?

Radhika Nihalani: That’s a very good question! I think effective communication is, firstly, timed right… timing is pretty much everything in PR. Secondly, an integral part of effective communication, in my view, is the talkability and the conversation it generates.

In your view, how is the entertainment and lifestyle PR landscape evolving in India?

Radhika Nihalani: There have been drastic changes in the field of PR overall, and especially in entertainment and lifestyle. Digital news has completely changed the way PR functions … we no longer wait a day to read the newspaper; news breaks can practically happen every hour.

The flip side is that it becomes harder to stay relevant because new developments are being reported by the minute.

This makes the job that much more challenging and exciting, of course. It’s truly an interesting time for PR, and I personally look forward to seeing how the field evolves further as we continue to embrace more technology.

Can you share a memorable campaign or project that significantly shaped Think Ink’s identity?

Radhika Nihalani: That’s a tough one, but one campaign that often comes to mind is the PR campaign we did for The Angry Birds Movie. It was a big international release, and we were a small company back then, entrusted with the campaign by Sony.

The objective was to make the film relevant to a younger audience at that time, the Angry Birds game was no longer the “it” game, and people had moved on to Temple Run and others and to create a local connection with the film.

The movie itself was interesting because it showed why the birds were actually angry… they were angry for a good cause (an invasion of their island!).

We took this very premise and created a fun yet powerful campaign called “The Angries” – an award we gave to relevant voices in India who were “angry for a good cause.”

We got the likes of Sonakshi Sinha, Neha Dhupia, RJ Malishka, Navjot Singh Sidhu, and more associated with the campaign, which made it a mega success.

It wasn’t just the ideation and execution that made this campaign memorable…  it set a new standard for how international film PR was done in India. In fact, the idea of creating relevant awards for international releases became a trend and a common part of publicity plans thereafter.

What advice would you give aspiring entrepreneurs who want to work in entertainment and lifestyle communications?

Radhika Nihalani: There are a few things aspiring entrepreneurs should be aware of and that applies regardless of the field they want to build their business in.

This isn’t new advice …  it’s what everyone says because it’s true! Entrepreneurship is not easy, and aspiring entrepreneurs should be willing to go the whole mile, keep it together when everything seems to be falling apart, stay resilient, and most importantly, be okay with failure because there are likely to be many.

Specifically for budding entrepreneurs in entertainment and lifestyle communications …. you must absolutely and wholeheartedly love this field. You can either embrace it or be intimidated by it.

Once you embrace it, there’s nothing quite like the high that entertainment and lifestyle work can give you. But it’s also all-consuming, relentless, and 24/7, 365 days a year! 

Radhika Nihalani’s vision and dedication have shaped Think Ink Communications into a powerhouse PR agency. Her approach to strategic communication continues to elevate brands across industries, making Think Ink a leader in entertainment and lifestyle public relations.

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