In a fast-evolving digital entertainment market, a leading OTT platform needed to redefine its reputation and brand narrative to stay relevant. With increasing competition, a fragmented media ecosystem, and rising expectations from a digital-first audience, the platform risked being seen as just another streaming service. To win long-term relevance, it required a purposeful narrative delivered through purpose driven though leadership that aligned with India’s cultural pulse and strengthened stakeholder trust.
Astrum applied the Science of Persuasion to craft an insight-led reputation management roadmap that included:
Research-based insights shaped the story-telling that not only localised the global positioning but also placed the platform at the heart of India’s cultural storytelling.
A carefully curated and deeply researched calendar of earned-first opportunities across media and industry eco-system.
Aligning original programming and acquisitions with the brand’s purpose of amplifying India’s diverse voices.
Forging collaborations and partnerships with institutions and individuals across the creative economy, from academia to creators, talent, and industry influencers.
The platform emerged as a cultural touchstone rather than just a content provider. Its programming began to resonate more deeply with audiences nationwide, industry peers recognised its leadership, and policy-level partnerships strengthened its credibility. Recognition through industry accolades and national awards reinforced its new position as not only an entertainment leader but also a custodian of India’s cultural narrative.
Pragati is a Partner at Astrum, where she leads the execution of strategic communication solutions and advocacy programs for clients navigating reputation, policy, and stakeholder challenges. With more than 15 years of experience, she is a go-to counsellor known for resolving high-stakes problems and steering organisations through crises with precision under tight deadlines. Pragati has successfully engaged CXOs, policymakers, and industry leaders, helping clients address complex issues at the intersection of business, society, and governance.
A Microbiology graduate with an MBA in Communication Management from Symbiosis Institute of Media and Communication, Pune, Pragati combines analytical depth with creative execution. Her strong interest in climate change and sustainable development further strengthens her ability to help organisations communicate responsibly, building trust and credibility in today’s fast-evolving environment.
