BrandStory launches CredPR; Pushpendra Dhansoia to lead
BrandStory has launched CredPR, a digital-first PR and communications business, with three-decade veteran Pushpendra Kumar Dhansoia leading a six-city rollout.
BrandStory is broadening its communications footprint with a new public relations business. The agency has launched CredPR, a digital-first PR and communications vertical built on one idea: effective communications must combine credibility in traditional media with relevance on emerging digital platforms.
The new vertical will be led by Pushpendra Kumar Dhansoia, who joins as Senior Vice President & Principal Consultant. Dhansoia brings 30 years of corporate communications and PR experience, with senior leadership roles at Hill+Knowlton Strategies, Ogilvy PR, FTI Consulting, MSL India and Vaishnavi Corporate Communications.
01 · What CredPR is built to do
CredPR is deliberately integrated. The offer brings together expertise spanning print, television, radio and events, and layers in web, mobile, social media, influencer engagement, digital media and AI-enabled capabilities. That mix is designed to help organisations build reputation, strengthen stakeholder relationships and remain relevant in a connected and quickly changing communications landscape.
- Traditional media credibility across print, TV, radio and events
- Digital relevance across web, mobile, social and influencer channels
- AI-enabled capabilities alongside reputation and issues management
02 · Six cities first, then a wider map
CredPR is starting with six key cities: Mumbai, Delhi, Bengaluru, Chennai, Hyderabad and Kolkata. Dhansoia said the plan is to extend that presence to 30 cities across India through the network, and to establish a Dubai footprint by the next quarter as a base for the wider Middle East market.
The sequencing matters for brand leaders. It signals a network-first model rather than a single-city specialist play, and it puts the Middle East on the immediate growth agenda.
03 · Why it matters for CMOs
For CMOs and brand managers, CredPR’s positioning captures a familiar tension: earned trust still gets built in traditional media, while attention and conversation increasingly live on digital, social and influencer channels. The launch formalises a belief that these two jobs should be bought and managed together, not handled in separate agency silos.
Raj Swaminathan, Chief Growth Officer at BrandStory, described the launch as “an important milestone” in the group’s growth journey. He said he sees “a significant opportunity to build a contemporary communications business” that combines strategic depth with the agility and innovation clients now expect.
04 · What to watch
For client-side teams, the immediate question is whether their current PR and digital partners are genuinely briefed together. CredPR’s promise is integrated delivery from one team, which can reduce the coordination overhead many brands carry when reputation and digital presence are split across agencies.
The test will be execution. Moving from six cities to a 30-city India network and a Dubai base within the next quarter is an ambitious operational step, even for a leader with Dhansoia’s track record.
Marketing take
Credibility and relevance are not an either/or buy; brief them as one integrated mandate.
Source: Indian Advertising Media & Marketing News – exchange4media
