You’ve spent over two decades shaping public narratives. What has been the most defining moment of your career so far?

I’ve always focused on upgrading my skills, and many moments have contributed to my journey. But the most defining moment was when Anuj Saxena entrusted me with his personal PR work — that’s when my career in public relations truly began. Another major milestone was working with producer Rajan Shahi on Sapna Babul Ka… Bidaai, followed by Yeh Rishta Kya Kehlata Hai. Then came iconic shows like Mahadev, Mahabharat, Bhabi Ji Ghar Par Hai!, and Anupamaa. Each project has been a meaningful chapter in my professional evolution. Handling two films Aloo Chaat (Aftab Shivdasani and Aamna Shariff) and Chase (Anuj Saxena and Udita Goswami) and handling Red Chillies TV Shows Ghar Ki Baat Hai (Juhi Babbar’s TV debut) and Simi Garewal’s India’s Most Desirable was a big high professionally.

What have the last two decades taught you about the power of perception?
Perception is fluid — it changes with the scale and success of the projects you associate with. In the media industry, your value is directly tied to the quality and impact of your work. PR isn’t just about visibility; it’s about clear communication, genuine intent, and authentic energy. When these align, perception works powerfully in your favour.

What are your thoughts on competition in the PR industry?
There’s enough work for everyone. I don’t waste time dwelling on who left us or who got lured by discounts from small PR’s. What matters is quality and how we represent our clients. Take Yash Raj Films or Dharma Productions — they don’t worry about smaller players; they focus on excellence. Some agencies constantly message our clients. If someone leaves us for a cheaper alternative, that says more about them than about us. We know our worth — we’ve transformed newcomers into recognized names. Mediocre PR attracts mediocre clients. Those who leave simply aren’t aligned with our values. You need to deserve what we offer; it’s not for everyone. Some actors express interest but never take the leap. Maybe they’re not the right fit. At the end of the day, relationships and integrity matter. This isn’t just philosophy — it’s karma. You can’t mistreat those who supported you and expect your journey to be smooth. People who leave often come back or admit they miss us. There’s a certain magnetism to our energy — even our hand-beaten coffee is legendary! Actors say they feel refreshed just spending time with us. It’s the vibe we bring. Small PR’s keep on telling us we are old school PR and we are this or that and I laugh it off each time I hear such stuff. If that was the case why we have more loyal clients than anyone else, why and how we have so much goodwill in the industry?

Who have been some of your best client experiences?
I’ve had the pleasure of working with wonderful professionals like Eijaz Khan, Somy Ali, Sumbul Touqeer, Arjun Bijlani, Arjan Bajwa, Delnaaz Irani, Rukhsar Rehman, Nivedita Basu, Munisha Khatwani, Himanshu Malhotra, Shubhangi Atre, Shivin Narang, Sharad Malhotra, Harpal Singh Sokhi, Rajesh Kumar, Rajniesh Duggal, Chitra Vakil Sharma, Rahul Sharma, Aniruddh Dave, Rajan Shahi, Binaiferr Kohli, Prateek Sharma, Parth Shah, Sunjoy Waddhwa, Rahul Kumar Tewary, Ravi Dubey, Sargun Mehta, Hrishikesh Pandey, Rinhee Suberwal, and Pooja Seth. Each one has been respectful, collaborative, and a joy to work with. We also represent non-actor clients — astrologers, healers, restaurants, and spas, including healer clients. Helping lesser-known names grow into recognized brands is deeply rewarding. Watching their transformation is one of the most fulfilling parts of our work and also standing by our talents through thick and thin.

Have there been bad experiences too?
Of course — it’s part of the journey. One top star once defaulted on payments and even begged for borrowing money — he’s now struggling. Some have toxic relationships with money and manipulate situations for their convenience. We’ve seen actors controlled by their family members to the point that their careers suffer. One actor claimed he needed PR help to pay alimony but later ghosted us — ironically, he was having an affair with one of our clients. We’ve supported many through crises, only to be bad-mouthed when they regained success or lost glory. One Bollywood actor pretended not to know us after making it big. Another, now dating a superstar’s ex-wife, refused to clear dues despite flaunting luxury. I’ve cut such people out of my space — cordial but distant. Karma will handle the rest. If we were the roots in someone’s career and they abandoned us when the fruits appeared which meant disconnection from their foundation. Fame without values is an illusion. Even with life’s harsh lessons — especially in 2025 — many still don’t understand. Nothing goes with you when you die. Don’t cheat or mistreat genuine professionals. Just because someone is kind doesn’t mean you can take them for granted. The universe is always watching. Karma doesn’t wait for another life — it’s active now. There are few actors who lack basic courtesies and there are few actors who attempt to throw all their life frustrations on us. We handle as politely as possible but if things go out of hand we do take stand. One thing amazes us is some actors are so kaan ka kaccha that despite knowing us and working with us blindly believe anyone and anything and I wonder about basic principles of life, relationships and professionalism they haven’t learnt and how bleak their future will be with time due to lack of reality check.

How do you deal with disloyalty or the loss of clients?
If someone we’ve nurtured leaves us for a “Tom, Dick, or Harry” agency, it’s their loss. We’re more than publicists — we’re motivators, crisis managers, and personality builders. Our approach has soul and can’t be copied. Some former clients bad-mouth us while pretending to be friends. That’s okay — we move on. I’m naturally friendly but keep professional boundaries. We focus on those who truly value our work.

Are there any clients you’re especially grateful to?
Yes — Jasmin Bhasin deserves special mention. Even during Bigg Boss, she ensured her PR payments were handled on time and used to always transfer timely. That speaks volumes about her integrity. Somy Ali has always paid in advance without delay and she has a common sense which is not common and she is a humane human being. These women exemplify professionalism and strong character. I’m also grateful to Charul Malik, who introduced us to Binaiferr Kohli and Somy. Genuine gestures like that remain unforgettable. I deeply value relationships. Charul always recommended us generously. Arjun Bijlani is real and chilled out too. Rajesh Kumar and Delnaaz Irani pamper my team too.

Any ex-clients or actors you’d like to patch up with?
There’s no malice on my side. I’m here to do good work — not collect friends. If someone misunderstood me or spoke behind my back, that’s their story. I’ve always been professional. Some called me “arrogant”, but those who trusted me never regretted it. A few actresses left and are still struggling to find their place. Their new teams offered no real guidance; their growth stalled. I don’t chase anyone. If people imagine things about me, that’s their story. I live in the present and let go of the past. “Raat gayi, baat gayi” is a principle I follow, both personally and professionally. People who lost us or parted ways it’s their choice and there is no big deal as plenty of actors have never learnt what loyalty is and change PR’s like shirts.
Life is all about personal and professional relationships dealt with the right attitude. Actors with mediocre minds or herd mentality never stay with us.

What’s your take on client defaults?
To past clients: please clear your dues. Don’t take professionals for granted. What you put out returns to you — that’s energy’s law. We help many in need, but repeated excuses reflect your character, not ours. PR is an investment, not an expense. If you can’t afford it, don’t commit. Integrity matters. If a security guard or an Ola driver can operate with ethics, why not celebrities? We’ve had actors whose spouses questioned our work while they lacked courage to defend us. It’s sad when those who once needed us turn opportunistic. We believe if even a rupee is owed, food doesn’t taste right until it’s repaid. That’s my value system. One defaulter referred to an actress, and based on his word, we worked with her on credit. She too didn’t pay despite opportunities. I wonder how such people sleep peacefully. If you act without ethics, you don’t belong — even near those who live with integrity. Money is energy. If you can’t give it with love, at least give it with respect. Be fair in dealing with money, be it with anyone. My reaction is that any actor can change PR. It’s their choice but maintain professional courtesy and the right attitude. Another actor who owed us money was in a troubled marriage. I didn’t know him well and had worked in credit as he narrated his sob story. I was at an event and he came drunk below the venue and requested to meet me. He was in a bad mental state and I pacified him later. The same actor never paid up and I came to know that the actor has borrowed money from a couple of actors. That actor is in a bad professional state and pretending to be in a happy marriage. There are plenty of actors who didn’t rise up the ladder inspite of potential because of bad professional attitude and conduct. One top bollywood actor recommended a struggling colleague to us and we decided to help this bollywood actor by hearing his sob story and a few months later he vanished and showed no intention of paying up and now is struggling. Actors who defaulted have ended up being failures professionally and believe me when I say they are still around and struggling and still not getting that what they did was wrong. There was an actress whom we got a film via our reference and she was thankful and quietly went to lesser known PR and kept pretending she has no PR. If you change the PR it’s perfectly fine as it is your choice but atleast communicate when you have had a good relationship with us. That actress whom we could have recommended for another film is sitting jobless at home as she thought of short term gain only. When a client leaves us we are the last one to react. I am a work oriented person and it reflects. I believe people who leave us, it is their loss as we are the best.

How do you view your team?
My team — Srabanti Chakrabarti, Mansi Dama, Yashika Shah, Shrinkhla, Triparna Mahesh, Anjuri Nair, and Aditi Chandra — mirrors my values. We work with mutual respect and move as a cohesive unit. They are my backbone—each brings sincerity, talent, and dedication. I’m proud of our bond. Together, we don’t just manage clients; we shape narratives and uplift energies. That’s our collective magic. One need to deserve such a loving and positive team. Every actor can’t become part of our professional life. Somewhere you need to deserve us and need to trust us absolutely. Actors who have trusted us, our hard work, intelligence and vision have got fantastic results via us. To all our existing clients I want to tell you to please value us and trust our hard work, presence of mind, intelligence, maturity and professionalism and you will never be disappointed. I am available 24 by 7, what else can you expect from a professional? Also i want to tell every journalist, we are very helpful by nature and pitch our client professionally so revert to us timely and don’t avoid us ever. I am very possessive about my team and I am not going to listen to crap stuff about my staff. As a team we are excellent. We all are still learning and innovating regularly as there is no end to learning and growing, understanding the latest trends in PR and reinventing ourselves and providing the right guidance to all clients.

What’s your life philosophy?
Live and let live. I take one day at a time, work at my own pace, and focus on results rooted in integrity. I trust myself, my team, and my clients. Those aligned with us consistently see outcomes that exceed expectations.