"When The music Hits, You're Not Just Running A Campaign; You're Building A Connection"-Neha Agarwal VP Percept

Neha Agarwal is a seasoned communication expert with over 18 years of experience, shaping the landscape of Public Relations through strategic insight and innovation. As Vice President of Percept Profile, she has spearheaded numerous high-impact campaigns across industries, elevating brands with her exceptional leadership and creative vision.

Agarwal’s expertise spans crisis management, live event coordination, and client relationship building, making her a trusted advisor to top-tier clients like MP Tourism, Maruti Suzuki, and Bridgestone.

At the helm of Percept Limited, she has consistently delivered exceptional results, growing the company’s footprint while mentoring the next generation of PR leaders. Known for her ability to navigate complex communication challenges with finesse, Neha continues to set new standards in the PR industry.

In an exclusive interview with Loudest.in,Agarwal reflects on her journey at Percept and the evolution of her PR career.

Here are edited excerpts:

Q1. With Percept being at the forefront of music and live event marketing, how do you approach crafting PR strategies that resonate with diverse audiences and ensure memorable experiences at large-scale events?

Every event has a soul, and our job in PR is to bring that soul to life for audiences. At Percept, we start by understanding the event’s unique essence. It is about the energy of a music festival or the elegance of a cultural gathering. Then, we dive into audience segmentation. Diverse audiences come with varying expectations, so we tailor messaging to connect with them meaningfully.

For large-scale events, our focus is on creating an emotional connection. We use storytelling as a tool to build anticipation - be it through behind-the-scenes teasers, artist spotlights, or even human-interest stories around the event. Partnerships with influencers, various social media campaigns, and strategic media placements ensure our message reaches every corner. Ultimately, it’s about making every touchpoint of the event - pre, during, and post which is a memorable experience.

Q2. Music is a powerful tool for creating emotional connections in campaigns. How have you incorporated music into your PR strategies, and what role do you think it plays in amplifying a brand’s identity?

Music has an unmatched ability to evoke emotion, and in PR, it’s like a language that connects brands with people on a deeper level. For Gorakhpur Lions in the UPT20 League, we worked on building our PR, around a jingle that became the heartbeat of the campaign. The jingle was more of a celebration of the team’s spirit and the city’s culture. We amplified its reach through a mix of media touchpoints, fan engagement activities, and digital amplification, turning it into a rallying cry for fans. Similarly, for Relaxo, we worked on jingles and musical AVs that captured the brand’s promise of comfort and reliability in a fun, memorable way. Music helps brands etch themselves into people’s minds: it’s why a simple melody can trigger brand recall instantly. When you get the music right, you’re not merely creating a campaign: you’re creating a connection.

Q3. Managing crises during live music or entertainment events requires agility and foresight. Could you share an instance where you effectively handled a challenging situation at such an event, ensuring the brand's reputation remained intact?

Live events come with their fair share of unpredictability, and Sunburn Festival is a perfect example. As one of India’s largest EDM festivals, it involved thousands of attendees, multiple stakeholders, and a lot of moving parts. One year, we faced an unexpected weather disruption that posed a challenge for both logistics and audience experience.

Our crisis management team sprang into action. We collaborated with the event organisers to quickly rework the schedule and ensure safety protocols were communicated clearly to attendees. Social media updates played a critical role - we kept the audience informed in real-time while addressing concerns with empathy and transparency. At the same time, we worked closely with the artists to keep the energy alive, turning potential chaos into a moment of solidarity and excitement. The outcome? The festival went on seamlessly, and the audience left with an even stronger emotional bond with the Sunburn brand.

Q4. As a seasoned leader in PR, how do you stay innovative when promoting music festivals or cultural events, especially in a competitive landscape where digital engagement plays a crucial role?

The key is to see innovation as a mindset rather than a one-time effort. For me, it starts with constantly observing trends - not just in PR but across pop culture, technology, and consumer behaviour. Digital engagement is pivotal, but it’s also about creating moments that stand out. For instance, we experiment with event experiences, interactive sessions, and gamified campaigns to engage the audience in fresh, unexpected ways. Another focus is co-creation.

We actively involve audiences in shaping the narrative, whether it’s through UGC contests or voting campaigns that give them a sense of ownership. Storytelling remains at the heart of everything as we use data to identify what resonates with people emotionally and weave it into campaigns that are equal parts creative and strategic.

Q5. Given your extensive experience in PR and leadership, how do you mentor your team to adapt to evolving trends in the music and event marketing space, particularly with the rise of experiential and digital-first strategies?

Mentorship, for me, is about empowering my team to think both critically and creatively. I encourage them to imbibe curiosity, right from experimenting with new tools, analysing case studies, or diving into the psychology of audience behaviour. We hold brainstorming sessions where even the wildest ideas are welcomed, creating a safe space for innovation. I also focus on upskilling. From attending industry workshops to mastering analytics tools, it’s important for my team to stay ahead of the curve.

But above all, I emphasise the importance of storytelling and empathy. No matter how advanced the technology, PR is about people. Through teaching my team to combine data-driven insights with human connection, I help them craft strategies that resonate in the digital-first arena.

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