Atul Ahluwalia: The icon behind PR’s most celebrated campaigns

The "e4m PR & Corp Comm Luminaries series" seeks to unveil the untold narratives of the industry leaders. By sharing these inspiring narratives, we aim to provide a glimpse into the making of a leader, and the qualities that set them apart.

In today’s e4m PR & Corp Comm Luminary series, we engaged in a candid conversation with Atul Ahluwalia, Founding Partner at First Partners.

Atul Ahluwalia, is an inspiring industry leader and an exemplar of innovation and impact in the PR realm. He has been the driving force behind some of the most celebrated and award-winning PR campaigns in India. He has demonstrated that Indian PR can stand shoulder-to-shoulder with the best in the world and India too can produce globally acclaimed campaigns. We are all aware of the significant impact of his work and how much he has contributed to the industry over the last three decades. However, does anyone know the secret behind his award-winning campaign strategies, his approach to work and life, the difficulties he endured, and what sets his work apart in an industry brimming with talent?

This is the perfect place to learn and uncover the secrets of the 'Industry Icon' himself and learn how to craft exceptional PR campaigns like him.

His Secret to Crafting Award-Winning Campaigns

After witnessing the continued success of the campaigns led by him, we’re extremely curious to know about his secret of success. 

Atul shares that his secret to success lies in a meticulously crafted 360-degree campaign-based approach, which ensures that every facet of communication is seamlessly integrated into a powerful and cohesive narrative. "We focus on campaigns that are not just creative but also address macro or significant social issues," he highlights, underlining the depth and substance behind his award-winning strategies. 

Moreover, innovation and engagement are at the heart of his work, but what truly distinguishes his campaigns is their focus on clear business outcomes. In an industry where creativity can sometimes overshadow results, Ahluwalia ensures that his work delivers tangible value to clients. He says that he and his team crafts every campaign with the end goal in mind, proving that effective PR isn't just about making noise—it's about driving real, measurable success.

His role as a founding member of the PRCAI

Atul Ahluwalia is a founding member of the Public Relations Consultants Association of India (PRCAI) and the former Chairman of the Constitutional and Advisory Committee.

Asked about what made him interested in joining PRCAI, he emphasised that the deep-seated belief in the power of public relations to tackle social issues and address macro challenges aroused his interest in becoming part of PRCAI.

Reflecting on the impact of PRCAI since its inception, he shares, "The industry has experienced significant transformation. PRCAI is today the premier nodal body, which has institutionalized knowledge sharing and education avenues and created platforms for professionals to network, collaborate, and share experiences." 

Looking to the future, Ahluwalia envisions PRCAI further elevating the PR profession by inspiring them to create impactful campaigns and championing new ideas that will shape the industry's future.

His way of commemorating success

Ahluwalia’s journey is marked by a string of prestigious accolades including the Lifetime Achievement Award at e4m IPRCCA, India’s first United Nations Grand Prize for PR Excellence, and multiple IPRA Golden World Awards. 

For him, awards are more than just trophies; they are a validation of hard work and creativity, a challenge to uphold a legacy, and an opportunity to remain at the forefront of the industry.

“Each award is a new test, a challenge to live up to the legacy and an opportunity to stay ahead in the competitive world, he expresses.”

Furthermore, his approach to celebrating success is equally inspiring, as he emphasizes the importance of celebrating not just personal achievements but the collective effort of his team. "We often celebrate with team lunches and cakes”, he added.

Discover some of his Favorite Campaigns

Atul’s career is marked by a series of groundbreaking campaigns that generated significant business outcomes and social impact. 

"I am proud of the campaigns which address a major societal or a macro national level issue along with creating business outcomes," Ahluwalia asserts. Among his most notable achievements is the 'Taj Must Smile' campaign, which brought to light the critical issue of childbirth deaths in India, sparking action towards improving maternal health. His other impactful campaign was the 'Condom Bindas Bol' campaign which was launched during the height of the HIV crisis. The most remarkable aspect was that it was led by an all-women team who worked tirelessly to break the stigma surrounding sexual safety. 

His zeal for women's empowerment is further evident in the Sakha Cabs Campaign led by him, which promoted women-driven cabs in Delhi to enhance security following the Nirbhaya incident. Other significant accomplishments include the Mangaldeep Temple Run campaign, which promoted the 'Swacch Bharat' initiative through temples, and the innovative Hyundai India Silver Jubilee campaign, which celebrated 25 years of 'India Rising' by uncovering stories of enterprising Indians across 25 cities.

The Challenges He Conquered

Reflecting on the challenges faced in gaining recognition of PR's strategic importance, he elaborates, "One of the significant challenges has been the relative lack of recognition of PR's strategic importance by company leaders." To address this, he integrated PR with Public Affairs, focusing on macro issues and layering efforts with clear business outcomes. He also pioneered a news perpetuation framework to ensure consistent media coverage, even during periods without new brand developments.

His Definition of Leadership

Leadership is about more than just guiding a team; it's about inspiring and empowering others to reach their full potential. 

When asked about how he defines leadership, Atul highlights, "Inspiration-led leadership is at the core of my approach; I strive to inspire my team by being the first to embrace perfection in every work-related task I undertake.” 

Atul is not just an inspiring leader but a staunch leader who identifies hidden talent within his team and nurtures it by providing them with responsibilities and exposure.

Most fulfilling aspects of his career

Sharing about the most fulfilling aspects of his career other than awards & recognitions, Atul explains, “Being in the business of PR, I had to frequently travel for work within and outside India. This helped me develop a liking for travel. Traveling has allowed me to experience diverse cultures, meet fascinating people, and gain new perspectives that enrich my understanding of global issues and trends.” He also added that through his extensive travels, he has acquired a global perspective that has been instrumental in shaping his approach to PR and fuels his drive to create impactful and resonant campaigns.

His Lasting Impact in the Industry

Talking about his lasting impact in the PR realm, he manifests, “I hope my lasting impact on the PR & Comms industry will be the elevation of the Indian PR and communications sector to the world stage of creativity. Furthermore, by setting high standards and pushing creative boundaries, I aspire to inspire future generations of PR professionals to continue this legacy of excellence and global recognition”, he declares with utmost humility and sincerity.