Adapting communications for a VUCA world: ICS 2025

Time of India

15-05-2025

HighlightsArpana Kumar Ahuja, Executive Vice President and head of corporate brand and communications at Jindal Steel, emphasized the evolving role of communication in navigating the challenges of a volatile, uncertain, complex, and ambiguous world during her keynote address at the India Communication Summit 2025. Ahuja highlighted the shift from simple message transmission to 'meaning-making', advocating for compelling narratives that resonate with both employees and stakeholders, exemplified by Jindal Steel's 'Steel of India' campaign that fosters national pride and purpose. The three key skills identified by Ahuja for communication leaders in a VUCA environment are courage, clarity, and coherence, which she believes are essential for building trust and fostering connection within organizations.
Arpana Kumar Ahuja
, EVP and head of corporate brand and communications
Jindal Steel
began her keynote address at the seventh edition of the
India Communication Summit 2025
by focusing upon the evolving role of communication in today's volatile, uncertain, complex and ambiguous (VUCA) world. Speaking to a gathering of communication leaders and brand custodians, Ahuja emphasised that communication transcends mere information transmission, advocating for connection, inclusion and mobilisation.
She framed the VUCA environment not just as a challenge but as the core operating reality for communication professionals, demanding strong leadership capabilities to navigate corporate, societal, and geopolitical volatility.
A central theme of Ahuja's address was the shift from simply pushing messages to actively "meaning-making." She underscored the importance of crafting compelling narratives that resonate both internally and externally, citing Jindal Steel's "Steel of India"
brand narrative
as an example of a campaign that successfully articulated the company's national purpose and pride, deeply connecting with its employees.
Ahuja also stressed the critical role of communication in shaping organisational culture through stories, signals and symbols, emphasising empathy as a foundational element.
In an era marked by disinformation and declining trust, Ahuja positioned consistency as the cornerstone of credibility. She recounted an instance from a previous organisation where transparency and acknowledging uncertainty built more trust than attempting to spin a narrative during a difficult restructuring.
Furthermore, Ahuja highlighted the strategic importance of communication in value protection and business impact, particularly for listed companies. She argued that perception significantly influences valuation and that effective communication plays a crucial role in shaping investor confidence during critical moments like earning seasons and regulatory shifts. Ahuja asserted that communication is increasingly getting recognised as "leadership capital".
To navigate the complexities of the
VUCA world
, Ahuja proposed three key shifts for communication leaders: from messaging to meaning-making, from campaigns to cultural signals, and from spokesperson to system builder. She emphasised the need to move beyond temporary slogans to enduring stories, to recognise that every communication touchpoint shapes culture and to build consistent and reliable internal communication systems that foster connection and trust.
Finally, Ahuja outlined the "three C's" essential for leading communication in a VUCA world: courage, clarity and coherence, deeming them core skills for building trust, channeling empathy and moving organisations forward.
She concluded with a personal reflection on her father's experience navigating uncertainty as an Indian Air Force veteran, underscoring that while communication tools evolve, the fundamental need for calm, clarity and courage under pressure remains constant for effective leadership.