Interview: Sonalika Pawar, Founder & CEO of Bold & Beyond

An exclusive interview with Sonalika Pawar, Founder & CEO of Bold & Beyond, PR and Marketing Agency

In the dynamic world of public relations and marketing, few individuals have managed to carve a niche for themselves with innovation, determination, and a relentless pursuit of excellence. One such luminary is Sonalika Pawar, the visionary Founder and CEO of Bold & Beyond Private Limited, a cutting-edge PR and Marketing Agency.

With a career marked by strategic brilliance and an innate understanding of the ever-evolving industry landscape, Sonalika has not only steered her company towards unprecedented success but has also become a role model for aspiring entrepreneurs.

As we delve into her journey, strategies, and insights, this interview offers a rare glimpse into the mind of a trailblazer who has redefined the norms of the PR and marketing realm.

Can you share the journey of Bold and Beyond’s transformation from Meraki Creative Inc.? What inspired the rebranding, and how has it influenced the company’s mission and vision?

Sonalika Pawar: Our transition from Meraki Creative Inc. to Bold & Beyond represents a significant evolution in the ever-changing communications landscape, driven by our unwavering dedication to pushing boundaries and creating memorable brand narratives. Over the past two years or so, we’ve grown from a humble 2-3 member team to a robust 40 + member squad with specialized verticals.

The transformation was not only a shift in identity but a strategic step towards revolutionizing integrated marketing for more compelling brand storytelling. We were starting to be perceived as a boutique agency, which was not the case. Additionally, we were transitioning into a Private Limited Company, thus leading to our transformation.

The name and the vision we now have for Bold & Beyond better resonates with who we are and reflects the fearless, impactful, and innovative energy that defines our core values of bold creativity and delivering exceptional results.

As a leader in the PR and marketing industry, what strategies have you employed to stay ahead of the rapidly evolving trends and technologies?

Sonalika Pawar: As industry leaders, we have to keep track of multiple facets and stay ahead of the landscape through a multipronged approach. We ensure and prioritize regular team upskilling that helps foster a culture of innovation including a lot of offline guest workshops and sessions.

We are continuously conducting market research, Brainstorming ideas, pursuing strategic partnerships, and investing in cutting-edge tech, using AI Tools. These initiatives keep us current and help us in setting new standards in the dynamic landscape of PR and marketing.

Bold and Beyond is known for its innovative approaches to PR and marketing. Can you highlight a specific campaign or project that you believe best represents the company’s commitment to creativity and excellence?

Sonalika Pawar: We pride ourselves in exciting campaigns and collaborations, and have ideated and executed numerous of them.

I want to share our association with Heads Up For Tails (HUFT), a leading petcare lifestyle brand that is one of the best examples of Bold & Beyond’s innovative prowess. Tasked with navigating a crowded market, our journey began with taking on the brand and launching their exclusive intellectual property, “Wag Away” and multiple store launches.

Our strategic approach involved a multi-pronged communication strategy. We garnered exclusive media interactions, authored thought leadership articles, and executed a geo-focused media outreach for store launches. The efforts we put into the launch of “Wag Away” garnered extensive reach and visibility.

Through targeted and meticulous influencer partnerships, we amplified and expanded HUFT’s presence, fostering a strong community of pet parents in the process. The campaign met the objectives of solidifying HUFT as a beloved brand among pet enthusiasts. Our association with HUFT truly reflects our commitment to creativity, excellence, and achieving unparalleled visibility for our clients.

Working with The Leela Palace Bengaluru, our primary goal was to amplify and revive the allure of their various restaurants and bars, including Jamavar, Zen, Citrus, Le Cirque Signature, Library Bar, and ZLB23. Each of these establishments boasted a unique atmosphere, culinary offering, and catered to a distinct target audience.

Through strategic engagement with media outlets and influencers, particularly HNIs/YPOs, our efforts were dedicated to breathing new life into these exquisite experiential destinations, successfully reigniting the buzz and excitement surrounding them.

A standout achievement in our collaboration was spearheading the public relations efforts for ZLB23 during The Leela Palace Bengaluru’s International Bar Takeover Series.

Notably, ZLB23 served as the exclusive venue for the international bar takeovers, making it a focal point in this groundbreaking initiative that brought the world’s finest bars to India. This series marked a historic milestone as the largest and first-of-its-kind event in the country’s history.

During the takeover featuring Paradiso, recognized as the World’s Best Bar, we executed a comprehensive PR strategy. This involved strategic media engagement, securing feature stories, and facilitating interactions with top-tier publications.

We orchestrated the visit of key Media/KOLs/KPIs from across the country to personally experience the mixology marvel. Additionally, our efforts included exclusive press conferences, meet-and-greet sessions, and various interaction opportunities. The meticulously planned media activities propelled the takeover into the spotlight, and set the stage for the continued success of this groundbreaking initiative.

As a visionary leader, what challenges have you faced in reshaping the landscape of PR and marketing, and how have you overcome them?

Sonalika Pawar: Shifting from traditional methods to data-driven strategies can be a significant adjustment, as not everyone may adapt to it easily. This was definitely a notable hurdle to get everyone on the same page.

Particularly with PR, most agencies still use a very dated or a manual way to calculate ROI which required concerted efforts to reconcile differing perspectives. Fortunately, we have been able to figure out a unified approach towards leveraging data to drive impactful outcomes.

Expanding our footprint into national markets posed its own set of complexities, especially in accommodating diverse audience demographics and regional intricacies.

Navigating these variations alongside ensuring a cohesive brand message demanded a deep understanding of local markets and a nimble approach to tailoring strategies and campaigns accordingly.

Embracing this learning curve has empowered us to effectively penetrate diverse markets while upholding our brand integrity.

Furthermore, talent acquisition and retention emerged as a perpetual challenge, exacerbated by the shift to remote work in the aftermath of the COVID-19 pandemic. Striking a balance between remote work flexibility and fostering a collaborative team culture has been paramount.

By implementing a policy of four work-from-home days per month, we’ve endeavored to provide flexibility while preserving the collaborative energy essential to our industry. This balanced approach has enabled us to cultivate a supportive work environment conducive to creativity and innovation, ensuring the sustained success of our team and the agency as a whole.

In an era where digital communication is dominant, how does Bold and Beyond adapt its strategies to ensure effective and authentic connections for its clients?

Sonalika Pawar: Bold & Beyond is known for crafting strategies that are a combination of innovation and authenticity. We meticulously tailor and personalize our strategies and content using data insights to ensure our communication appeals to the distinct tastes of a wide range of audiences. Our commitment to genuine human connections extends beyond algorithms.

We prioritize building narratives and storytelling that not only grab attention, but are also emotionally impactful. Storytelling is extremely important to us, and is pivotal for a brand’s connection with its audience. This has helped our clients create genuine, long-lasting relationships in the rapidly changing world of digital communication, rather than just communicating digitally.

How do you see the future of PR and marketing evolving, and what role does Bold and Beyond aim to play in shaping that future?

Sonalika Pawar: Looking ahead, we see a PR and marketing environment that is defined by greater integration, personalisation, and relentless innovation. Bold & Beyond now has a great opportunity to influence this trajectory. We want to actively shape the future rather than just react to it, by adopting new technologies, staying ahead of industry trends, establishing new standards and leading by example.

As our name suggests, by being bolder, pushing beyond boundaries, building genuine relationships, and delivering impactful results, we establish ourselves as proactive contributors and guarantee that our customers are at the forefront of the dynamic and ever-changing PR and marketing landscape.

What PR and marketing trends do you see emerging this year?

Sonalika Pawar: The dynamic landscape of PR and marketing is going to see several trends making a profound impact this year. We are already seeing an increase in Data-Driven Decisions. Brands are beginning to recognize the power of data analytics in shaping strategies, understanding audience behavior, and optimizing campaigns for maximum impact so ROI is going to be everything this year.

The power and rise of AI is already evident, but not as a replacement for humans, but rather as a valuable assistant. AI is currently playing a crucial role in supporting fine-tuning content, analyzing data, streamlining processes, and saving time, allowing human professionals to focus on strategic, creative aspects.

We’re also going to be seeing the continued ascent of Micro Influencers. They have a unique ability and opportunity to forge authentic connections with niche audiences making them a powerful force in the marketing landscape. Consumers are now seeking genuine and relatable content, more than ever, which is why the influence of Micro Influencers is expected to grow significantly.

We have also been witnessing a profound shift towards more human-centric marketing strategies, and video content will continue to be on the rise. As people crave more genuine connections and authentic experiences, brands have embraced video as a powerful tool to tell their stories in a compelling and relatable way.

From engaging product demonstrations to behind-the-scenes glimpses into company culture, video content allows brands to connect with their audience on a deeper level, fostering trust and loyalty.

Lastly, storytelling continues to be at the forefront of PR and marketing strategies. With consumers making more conscious choices about the brands they support , they are looking for authentic and compelling narratives that resonate with them on an emotional level, driving brand loyalty and engagement.

As a woman in a leadership position, what advice do you have for aspiring women professionals looking to make their mark in the competitive world of PR and marketing?

Sonalika Pawar: From personal experience and the journey I have been through so far, I would stress the importance of authenticity, fearlessness in this industry and constantly upskilling and adapting. Don’t be confined by preconceived notions; own your own unique perspective and don’t be afraid to stand out and do something different.

Seek opportunities that will challenge and push you, surround yourself with inspiring and motivating mentors, and build a network that encourages and uplifts you. At the end of the day your work and your strengths determine your journey. It’s not only about making your mark in this cutthroat industry; it’s about leaving an impactful legacy behind.

In the realm of public relations and marketing, Sonalika Pawar stands as a beacon of inspiration, having founded and steered Bold & Beyond Private Limited to remarkable heights. Her leadership, strategic acumen, and relentless pursuit of innovation have not only set her agency apart but have also earned her a place among the industry’s most influential figures.

As we conclude this insightful interview, we are left with a profound appreciation for Sonalika’s ability to navigate the complex landscape of PR and marketing with unwavering dedication. Her story serves as a testament to the power of vision, hard work, and a commitment to excellence.

With a promising future ahead, Sonalika Pawar continues to shape the industry, leaving an indelible mark on the world of public relations and marketing.

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