The serendipitous journey of the ‘Indian PR Global Icon’ Nitin Mantri

We believe a leader's story is more than just achievements. In today’s ‘The Luminaries’ series, we discuss the inspiring story of the ‘Global Icon’, Nitin Mantri, Regional Executive Managing Director for Asia-Pacific at WE Communications and Group CEO at Avian WE, and learn about the experiences, inspiration, and defining moments that made him the leader he is today. With nearly three decades of experience, Nitin is renowned for his pioneering work and leadership qualities. He has elevated industry standards and championed innovative practices, earning him numerous accolades and establishing him as a global icon in the world of public relations (PR) and communications.

 In a candid interview for e4m’s Luminaries series, he shares insights into his journey, inspirations, challenges, and valuable lessons he's learned along the way. 

Discovering the path to PR: Planned or Destiny? 

Nitin’s journey into the PR and communications industry began serendipitously. After completing his MBA, he received a job offer from a computer company, but destiny had other plans. "I wouldn't say it happened by accident, but it was fate. A friend of mine in corporate communications suggested that I consider a career in PR, believing I had the right skills for it," Nitin recalls. With a foundation in marketing from his MBA, he decided to give it a try. After a couple of interviews, he joined Genesis PR (now Burson), where he spent a significant part of his early career, marking the beginning of an illustrious journey in the industry.

Talking about how he joined Avian WE, he shares, “While working at Genesis, I spent a few years in Delhi before moving to Mumbai. After that, I briefly relocated to Bangalore to join a startup, and then spent seven years working in London.” These diverse experiences gave him valuable insights into the PR industry. During this time, he crossed paths with Nikhil Khanna, who had recently founded Avian Media, which later became Avian WE. Captivated by Khanna's vision and ideas, he decided to join forces with him to pursue his entrepreneurial dreams at Avian. 

A glimpse into his childhood 

After delving into his professional journey, we were eager to learn about his childhood. Reflecting on those early years, Mantri shares, "I was a fairly well-behaved child. There were plenty of memorable moments, but nothing too dramatic. I initially thought I would pursue a career in finance or banking, but deep down, there was an entrepreneur inside me." 

He went on to describe how his love for creating and building things surfaced early in life through ventures like opening a small lending library at home and organising social events with friends. These experiences helped him develop key communication and leadership skills, which would later prove invaluable in his career. 

Journey to build Avian WE

When discussing the inception of Avian WE, Nitin explained that the company was founded with a vision to build something lasting—an institution that would stand the test of time— rather than just creating another run-of-the-mill PR firm.  “Guided by this vision, we led the PR industry by implementing comprehensive communication policies. A key initiative was co-founding and launching Chase India, an Avian WE company specialising in public policy. Chase India has since become a dominant force in India's policy landscape. Additionally, we were early adopters of social and digital media, pioneers in social impact, and among the first to establish a data analytics team," adds Nitin. This forward-thinking approach enabled Avian WE to stay one step ahead in the industry and become a leading integrated communications firm in India. 

Talking about the challenges he faced initially, Nitin recalls, “Like every startup, we needed new business and talented people. To attract the right talent, I started teaching in mass communications colleges, which not only helped us build a strong team but also gained the trust of quality clients.” 

Evolution of His Roles and Contributions 

As a trailblazer in the PR industry, Nitin has achieved significant milestones, including becoming the first Asian to serve as President of the International Communications Consultancy Organisation (ICCO) and the first Indian to win the ‘Global PR Leader of the Year’ award at the ICCO Global Awards in 2015. He currently serves as the Chair of the Public Relations and Communications Association (PRCA) Global Advisory Board and as the Co-Chair of PRCA Asia Pacific.  

Reflecting on his evolving role and contributions to the PR industry, Nitin shares: "My journey has been driven by a desire to expand and strengthen our industry, ensuring it grows bigger, better, and well-recognised. As President of the Public Relations Consultants Association of India (PRCAI), I focused on establishing a common code of conduct and elevating the profession’s recognition in India and outside. I fostered engagement among member firms, expanded the membership base, and launched initiatives like research reports and the inter-consultancy cricket tournament, laying a strong foundation for PRCAI. Similarly, as President of ICCO, I worked to make the global PR industry more relevant to diverse markets and talent. Key initiatives like Agency Finder, which helps clients worldwide find expertise across 80 sector specialisations and service capabilities, and the Global PR Youth Board, which promotes collaboration among young PR professionals, have been central to this effort." 

These achievements and Nitin's dedication to the PR industry have not gone unnoticed. He was honoured with the Outstanding Contribution Award at the PRCA APAC Awards in 2024 and was inducted into the ICCO Hall of Fame in 2022. In 2021, he was also recognised with PRovoke News’s Individual Achievement SABRE Award at the Asia-Pacific SABRE Awards. 

His Guiding Principles for Success 

Balancing his professional and personal life is no small feat, and Mantri attributes his success to key principles of transparency and integrity. "The first priority is always the clients and the people. Secondly, running the firm with honesty and clear communication is essential,” he emphasises. He also credits his mentors, including Prema Sagar, Archana Jain, Carmela Salisbury and Mike Copland, for shaping his professional journey. Additionally, Sanjeev Roy has played a significant role in mentoring and guiding him through the challenges and successes at Avian WE. 

His Cannes Experience 

Recently, Mantri served on the 2024 Cannes Shortlisting Jury, representing India on a global stage. Describing the experience as "amazing," Nitin adds, "It was incredibly rewarding to see work from India showcased on such a prestigious platform. The themes, especially those centred on social impact, were impressive, for not only the global PR industry but also in India as we won two awards—something that hadn't happened before. This year, humour and humanity stood out, reflecting a shift towards more relatable and emotionally resonant campaigns, which was evident in the winning entries."

Discussing the distinctions, he observed between the global and Indian PR industries, he remarked, "While some other countries may have a more mature industry than India, I believe you won't find a market more complex than India's. Successfully running campaigns in this intricate environment is a significant achievement. Furthermore, I often compare the complexity of the Indian market to that of Europe because of many similarities. I believe that we've done some imaginative work in India, but there's always room for improvement.”

He emphasised that in certain markets, agencies are given more freedom to execute integrated campaigns, and he hopes the clients here in India will give agencies the same freedom to work and to bring more exceptional results.

The Young Nitin vs. The Global Icon 

As Nitin Mantri continues to lead and innovate in the PR and communications industry, his journey stands as an inspiration for aspiring professionals. Looking back on his life, Nitin believes that his youthful spirit remains strong and vibrant. "The young Nitin is always young," he says with a smile. 

With an eye on the future, his vision includes expanding his organization and harnessing AI to drive creativity and innovation. "I love teaching, and I intend to keep doing it. I hope that our efforts have left the Indian PR industry in a better place, and we will continue working hard to elevate the industry to new heights," he adds.