ICS 2025: Strike the right narrative, then stick to it

Time of India

21-05-2025

HighlightsNidhi Verma, Senior Vice President at Tata Consumer Products, emphasized the importance of self-awareness for brands, stating that authenticity is key to building trust with customers. Akanksha Jain, Assistant Vice President of PR and Communications at Swiggy, highlighted the shift in consumer behavior post-pandemic, urging brands to adopt more genuine narratives that align with their core values. Nikhil Bharadwaj, Vice President and Head of Corporate Communications at Bajaj Allianz General Insurance, pointed out that trust in the insurance industry is built through honoring claims and sharing genuine customer stories.
In today's VUCA (volatile, uncertain, complex, and ambiguous) world, maintaining the authenticity of a narrative is crucial. Just as nations strive to control their narratives, corporations aim to project and preserve their brand stories.
At the recently concluded
India Communication Summit
2025, industry leaders gathered to explore how brands can safeguard their narratives in a dynamic environment. They emphasised that a consistent and genuine narrative helps build trust and credibility.
The session featured Nidhi Verma, senior vice president, head – investor relations,
corporate communications
and vending business, Tata Consumer Products; Sipika Khandka, director and head of corporate communications, Myntra; Nikhil Bharadwaj, vice president and head – corporate communications, Bajaj Allianz General Insurance; Akanksha Jain, AVP – PR and communications, Swiggy; Shilpashree Muniswamappa, director – ESG and communications, Colgate-Palmolive India; and Nitin Mantri, president, APAC, We. and group CEO, AVIAN We. The session was chaired by Manisha Singh, corporate vice president and head of corporate communications and CSR, Axis Max Life Insurance.
Verma spoke about the importance of understanding what authenticity means for a company, noting that self-awareness is key. If a brand follows trends or portrays something it is not, customers will quickly see through it. Knowing your values and staying true to them is the first step towards building authentic narratives.
'One thumb rule we follow before launching any campaign is to ask, 'Is this who we are even when no one's watching?' This principle helps ensure that the brand remains authentic to its core values,' Verma said.
Khandka shared that when the company launched, with e-commerce still in its early days, the focus was on democratising fashion through technology—a theme central to its early storytelling. However, a few years later, the company paused to re-evaluate whether this narrative still reflected its essence. The conclusion was clear: it was time for a shift.
Today, the brand's purpose is to inspire vibrant, joyful self-expression and expand fashion possibilities across India. This vision shapes campaigns, guides storytelling, and influences hiring and internal communications, ensuring brand values are reflected across all levels.
Bharadwaj pointed out that there are no shortcuts in insurance and that trust is built by honouring claims. 'Insurance is about selling a story. You're not selling a tangible product, but a narrative. If you're genuine in your commitment, customers will trust you. And that trust comes from paying claims—there's no other way. You must consistently share stories of claims you've settled.'
He added, 'Authenticity grows when customers speak positively about their experiences, especially after receiving a claim. It's not about promising the cheapest policy or vague assurances like 'We'll be there when you need us.' People need to understand that insurance is not the business of collecting money—it's the business of paying claims.'
Jain spoke about the shift in consumer behaviour post-pandemic, which pushed brands to adopt more authentic narratives. 'During COVID, consumers began valuing what is real and authentic over fairytale stories. Brands had to wake up, take a stance, and return to the drawing board to craft a playbook for more genuine storytelling across all platforms.'
According to Jain, this shift coincided with the rise of Gen Z, who, according to research, prefer brands with a clear purpose.
'Your narrative must align with your core values to avoid feeling like a hard sell, which fails to connect. Authenticity should be seamless across all touchpoints—from campaigns to customer interactions—to ensure the brand remains genuine.
'You can't have authentic storytelling on one platform while pushing aggressive sales on another. Similarly, if senior management champions a narrative but the on-ground team doesn't reflect it, the effect is diminished. Authenticity must flow from top to bottom for a cohesive brand story.'
Muniswamappa shared an example from her time at Alstom, a company known for manufacturing trains and metros. 'I hadn't realised how passionate many young people in India are about trains,' she said. 'People would eagerly point out Alstom's contributions—like their role in the Make in India initiative, the jobs they've created, and their supply chain efforts. By keeping your narrative focused and consistent, and delivering on your promises, you build trust. That's the only way to foster long-term confidence among stakeholders.'
Mantri said, 'Legacy is a platform to nurture and build upon, not a museum piece to be preserved.'
'Inconsistent narratives over time erode trust, as they signal dishonesty in the brand. Our research revealed that customers may quickly embrace a brand, but they're equally quick to criticise if something goes wrong. This raises a critical question: if your brand faces swift backlash, how deep is its relevance and loyalty among customers?'