Aakanksha Gupta of The Other Circle PR Explains Why Trust Became Marketing’s New Currency

StartupTalky presents Recap'25, a series of exclusive interviews where we connect with founders and industry leaders to reflect on their journey in 2025 and discuss their vision for the future.

In this edition of Recap’25, StartupTalky speaks with Aakanksha Gupta, CEO & Founder of The Other Circle PR and Cavalry Media, on how digital marketing and PR underwent a fundamental shift in 2025—from transactional visibility to trust-driven brand building. Reflecting on changing consumer expectations, Gupta explains why audiences today demand authenticity, accountability, and real-world impact, rather than surface-level campaigns or aspirational influencer narratives.

She goes on to share how purpose-led communication, policy-driven advocacy, and reputation management became central to effective brand strategy this year. The conversation explores The Other Circle’s work on high-impact campaigns such as FITPASS’s GST reform advocacy, the evolving role of AI in creative and strategic workflows, and the growing importance of sentiment, credibility, and narrative resonance over vanity metrics. Gupta also outlines her vision for 2026, where PR emerges as the architect of trust—helping brands align actions with words, embrace bold stances, and build long-term relationships in an increasingly skeptical, AI-influenced digital landscape.

StartupTalky: How would you describe the biggest shifts in digital marketing in 2025? What stood out most in consumer behaviour, content formats, or brand expectations?

Aakanksha Gupta: The biggest shift this year has been a complete recalibration in consumer behavior: a move away from traditional transactional relationships toward a demand for authentic connection. Audiences, especially younger demographics, are no longer interested in shallow content. They are questioning the true impact of what brands are saying versus what they are doing. Purpose has to be embedded within every piece of communication, not just a tagline. I also noticed the death of the generic influencer—people no longer want aspirational content, they want relatable and real interactions with people who truly understand their lives. That’s where PR teams like ours play a huge role in shifting the narrative for brands.

StartupTalky: Which campaigns or strategies delivered the strongest results for your clients this year? Any learning that changed your approach going forward?

Aakanksha Gupta: One of the strongest campaigns we worked on this year was with FITPASS. This wasn’t your typical PR campaign. We took a deep dive into lobbying for the GST reform and helped drive the conversation forward with focused written advocacy. We wrote letters, pushed articles, and made sure the topic became a conversation point. This wasn’t about meetings or face-to-face relationships alone, it was about shaping the public discourse around GST. The result? FITPASS successfully lobbied to bring GST from 18% to 5%. While we played a role, it was FITPASS’s leadership team that truly made this possible. Their commitment to staying the course and pushing for real impact has completely reshaped how we approach policy-driven work moving forward. Our client made us step out of our comfort zone to become better at our jobs, and delightfully so. 

StartupTalky: AI adoption grew across the industry in 2025. How has AI changed the The Other Circle PR and Cavalry Media works, across creative, media planning, performance, or client servicing?

Aakanksha Gupta: AI has completely reshaped how we approach the creative and strategic side of our campaigns. Claude.AI, Gamma.AI, and tools like ChatGPT have become critical partners in streamlining our ideation, analyzing trends, and helping us reframe concepts in a way that resonates with our target audience. Where before we spent hours reading reports, we can now use these tools to extract insights quickly, allowing us to be more agile in responding to client needs. The shift has been efficient, but not at the cost of creativity. AI has allowed us to harness data-driven insights while maintaining a strong focus on authentic storytelling—that delicate balance we’ve always valued.

StartupTalky: As a full-service digital agency, what were the toughest challenges you faced this year, and how did you tackle them?

Aakanksha Gupta: The most difficult challenge this year was managing the tension between innovation and consistency. Our clients wanted to explore new-age media platforms, AI-driven campaigns, and cutting-edge formats, but at the same time, we had to stay true to the core of the brand’s voice and legacy. The pressure to keep evolving without losing brand identity was something we hadn’t fully anticipated. What helped us tackle this was an iterative process of frequent check-ins and collaborative brainstorming. There were moments when it felt like we were swimming against the tide, but our commitment to strategic storytelling and a clear brand narrative helped us push through. The challenge has now been reframed as an opportunity to future-proof our work, ensuring that we remain true to core values while embracing necessary evolutions.

StartupTalky: What metrics matter most to you today when evaluating the success of a campaign or a long-term brand engagement?

Aakanksha Gupta: As a PR agency, we think beyond just impressions or likes. For us, the most important metric is brand sentiment, not just whether people are hearing your message, but whether they believe it. We look at the quality of engagement.. Are consumers becoming brand advocates? Are they trusting the message enough to act on it, whether that's purchasing, engaging with content, or even shaping public opinion? That’s what ultimately drives long-term value for a brand, and that's where PR comes in: building trust and credibility over time. Metrics like media quality, narrative resonance, and stakeholder influence are where we place our focus.

StartupTalky: Which sectors or client categories showed maximum growth momentum this year? Any category that behaved differently from expectations?

Aakanksha Gupta: Entertainment and music were huge winners this year, with massive growth in live events and digital-first experiences. Art and culture saw an exciting return as well, with immersive experiences making a big comeback. Fashion had a remarkable year as well, especially digital-first brands leaning heavily into community-driven storytelling. Education also saw a surge, with online learning evolving into a multi-faceted ecosystem that’s here to stay. On the flip side, personal care seemed to go through a bit of a slump. I think it’s clear that consumers are shifting toward a more holistic approach to wellness, and personal care just didn’t quite keep up with that evolving need.

StartupTalky: What tools have become essential for your team in 2025? Are there any AI tools or platforms that now play a major role in your workflow?

Aakanksha Gupta: We’ve leaned heavily into tools like Claude.AI and Gamma.AI for trend analysis and idea framing, but at the same time, we’ve embraced older school practices that we found irreplaceable. Group head huddles, brainstorming sessions, and in-person catch-ups have helped keep the creative process grounded and ensure that human insights don’t get lost in the machine. Note taking tools like Fireflies have become key in capturing and summarizing our team’s brainstorming sessions. It’s that perfect blend of technology and human touch that’s become the new norm for us.

StartupTalky: Looking ahead to 2026, what trends in content, paid media, or tech-led marketing do you think will shape brand strategy?

Aakanksha Gupta: In 2026, PR will be about restoring and rebuilding trust. The industry is primed for reputation management to take center stage, especially as consumer skepticism around brand authenticity continues to rise. Purpose-driven storytelling will still be crucial, but it’s the brands who can prove authentic commitment to change—in both actions and communications—that will win. We’re also seeing a shift toward interactive, immersive PR—brands will need to build deeper connections with their audiences beyond the digital world. The days of superficial engagements are over. Deep, meaningful connections will define brand strategies in the future. In addition, AI-driven search is going to become even more critical, so PR professionals need to adapt by optimizing strategies for AI platforms, and for digital PR concentrate particularly on YouTube, where visibility and searchability will increasingly shape brand success.

StartupTalky: What is your long-term vision for your agency, and what strategic moves are planned for the next phase of growth?

Aakanksha Gupta: At The Other Circle (TOC), our long-term vision is clear: We aim to become the architects of trust for brands. Trust and authenticity are broken in today’s world. Everyone claims to be 'real', but we know that true authenticity isn’t something you can claim - it’s something you prove through actions, not just words. Our work in 2026 and beyond will focus on rebuilding this trust for many crisis players and existing brands - through authentic storytelling, actionable advocacy, and a commitment to long-term value. Our goal is to help brands align their actions and words, ensuring that trust becomes the core of everything they do. We’re building a future where PR doesn’t just manage perceptions but drives systemic change.

StartupTalky: What key advice would you give to brands planning their 2026 marketing strategies?

Aakanksha Gupta: For brands planning their 2026 strategy, I’d say: Don’t follow the trends - set them and raise the bar. Staying ahead of the curve is easy, you can do it by just doubling down on authenticity. Don’t be afraid to take bold stances -  consumers are increasingly discerning, and they want brands that challenge the status quo, not just ride the wave. Not to sound like a PR Grandma, but it's time to invest in long-term relationships, because trust is the timeless currency that’s becoming invaluable again. It's also time to move beyond short-term gains and focus on creating lasting, meaningful connections. Get that right, and you’ll have built a brand for the future.

Explore more Recap'25 interviews here.