Cumulus PR Communication: Translating Business Challenges into Actionable PR Strategies

Sumita Kumar Kaul,Senior Partner

Sumita Kumar Kaul, Senior Partner

The PR industry is not a formula-driven business; it is constantly evolving and being redefined. The advent of electronic media, then digital and now social media is redrawing the countours of what constitutes PR. The new entrepreneurial ecosystem and the startup age is raising demands for more adaptive solutions from PR practices. Clients want more, they want new and they want effective and fast. “Managing perceptions is always a challenge,” says Sumita Kumar Kaul, Senior Partner, Cumulus PR Communication, a New Delhi headquartered PR company that has been a quiet player in the industry. "Some times, unrealistic estimations can mar a reasonably successful relationship. That said, it becomes necessary for us to bridge this gap. It is therefore important to run through every detail and bring to attention for a client the scope of work and possible results,” she added.

Cumulus was established in 2012 as a full-service PR agency pioneering education(over 35 education brands - the largest client repertoire in education sector in India PRspace).The agency also holds extensive experience in hospitality and F&B along with a separate vertical with critical expertise in advocacy and issue management. Playing guardian-angel to nascent brands
in Indian markets and an industry beating record of retaining clients, Cumulus PR offers the full gamut of strategy, media relations and communication planning. Event planning, geographical support networks and crisis-management frame its extended functions. Digital media and Social media are new divisional strengths that Cumulus PR is offering through exclusive associations with talented collaborators.

Cumulus employs exclusive trend analytics and media tracking tools to check on industry trends(Brandwatch constantly tracks client mentions across the internet). Continuity, long term relationships and deep understanding of client’s business, have been some of the guiding principles of its operations with an approach that offers solutions in a time-bound manner to meet client expectations.

"Cumulus employs exclusive trend analytics and media tracking-tools to check on industry trends"

An Experienced Commitment
“Our understanding of international businesses and clients makes a big difference in how clients perceive us and why we are the preferred PR partners to many businesses in India and to those from abroad who setup a presence in India,” says Sumita. Functioning as a full-service PR agency that proffers a comprehensive list of services, Cumulus owns a strong network that caters to ancillary support, additionally including BTL and event support, digital and social media relations, research and content development and much more under the regulation of PR requirements.

Exemplifying its commitment, Cumulus helped Costa Coffee (a
UK-based coffee-house company) build a strong customer base despite being a newbie into the Indian market. Inciting robust customer engagement platforms (Laughaccino - Standup Comedy, where Costa was the first to mainstream standup comedy and Rhythm & Brew - Live music performances), Cumulus achieved unprecedented coverage and visibility for the brand’s growth. Right from an one store in Connaught Place in 2005 to a 100 strong multicity presence, Costa’s growth has only been scripted through Cumulus’intensely collaborative style of operations, intuitive responses and lead thinking for its promotion, marketing & publicity. In the education space, Cumulus holds prime position in the Indian market. Its advocacy and issue management record include powerful campaigns for various industries, trade associations, and multinational corporates.

Leadership Defined
Sumita’s comprehensive experience in holding a professional certification in communications and PR from London School of PR has led to advising brands like Creambell Ice cream, Costa Coffee, Orbis International, Lemon Tree Group of Hotels besides a host of education brands across the globe. This experience further underlies serving prestigious clients like Hong Kong Trade Development Council, Cold Stone Creamery, Lakshya Digital and more. Cumulus also serves overseas education brands like University of British Columbia, Canada & Macquarie University, Australia amongst others, thereby today stacking itself as Rs.3-3.5 crore entity, anticipating a revenue growth to Rs.4.5-5 crore by the next two years.