PR is a precise art. Like a potter, you shape the brands and their image— a process that might appear effortless but is as demanding as it gets. As Maneka Thadani, the Marketing and Communications Manager for Gucci (India), says, “luxury is in the details” and it’s arduous work to get them right. Drop by on a workday and you’ll know what she means.
You’ll see Maneka multi-tasking with her two phones, drafting emails, and catching up with her team. Now that things have opened up, meetings with stakeholders in the business have also become a part of the routine. Some days, all of it happens at once. “The days are always extremely busy and involve a great deal of multi-tasking, just how I like it,’ she adds.
Ever-so-stylish, creatively strategic, and always up for a challenge—if you work in fashion then you know this is an apt description for Maneka. The luxury fashion czarina has been handling Gucci’s marketing and communication in India for over a decade now. She started her PR career in 2002 when it was still a nascent industry. Eager to tell stories and leave her mark, Maneka quickly learnt the nuances of luxury PR. By 2007, she was working with Murjani Group, an industry leader in the field of branded apparel and related consumer products. There, she played a pivotal role in bringing brands like Gucci, Jimmy Choo, and Bottega Veneta to India. They were the first few luxury brands to enter the country. “It was extremely exciting and insightful to understand the brands and the market potential in India,” recollects Maneka.
In 2010, when the opportunity to head the publicity team for Gucci in India was presented to Mankea, she was ready to take on the challenge. There were new paradigms waiting to be set and explored. Well-versed with the symbolic power of luxury fashion brands, Maneka knew how to present the ‘made in Italy’ tag with conviction in India. Safe to say that she has aced the challenge by elevating Gucci’s visual DNA with compelling storytelling and marketing.
Today, Gucci is one of the most widely known luxury fashion brands in the country. Irrespective of whether you own something with a Gucci logo or not, chances are that you are well-versed with the awe it wields. It is no easy feat to make a luxury brand with a niche clientele garner mass popularity in a country like India. However, Maneka aka the ‘Gucci girl’ is a go-getter and knows how to get things done.
With more than two decades in the PR industry now, she has weathered numerous storms, industry advances, and technological evolutions. The question is how do you survive in such a cutthroat industry and keep delivering your best work consistently? “It is always about who tells the most compelling story,” Maneka answers.
As someone at the forefront of India’s luxury PR, we couldn’t think of anyone better to give you a sneak peek into the life of a publicist. As part of our POPxo Women Who Win series, Maneka recently talked to us about the evolution of luxury PR and the importance of adapting to change. Excerpts below:
How do you begin your day?
I would like to ideally say with a few minutes for myself and a strong cup of black coffee in tow. But it’s usually multi-tasking between my two phones— checking emails, WhatsApp, scrolling through Instagram, glancing through the morning news, and catching up on the happenings in the world.
What does a typical workday look like for you?
A combination of emails, calls, internal team catch-ups, and meetings with stakeholders in the business. It’s always extremely busy and involves a great deal of multi-tasking, just how I like it.
Tell us about how you landed your first PR job. What got you interested in the field?
I always had a penchant for writing and a keen interest in fashion and lifestyle. During my college years, I was freelancing for a few newspapers and did an internship at the Afternoon Dispatch & Courier. At the time, the concept of Public Relations was still being understood. I heard of an opening in a PR Agency and found the job profile extremely interesting. So, I decided to take the plunge and try my hand at it.
You were an integral part of the team that launched Gucci, Jimmy Choo, and Bottega Veneta in India. Tell us how you made it happen.
At the time, the brands were being brought into the country by The Murjani Group which I was a part of. They were one of the first few brands to enter the country. It was extremely exciting and insightful to understand the brands and the market potential in India. We met with the teams globally, went through a deep understanding of each of the brands, and their values and formulated a strategy for the launches in India.
You have been in the industry for almost two decades now. How would you say has the luxury PR scene evolved in India?
There has been a complete shift in the ecosystem, which has been further accelerated by the changing media landscape in the wake of the pandemic. Our roles are not just limited to traditional media, but also include digital collaborations, influencer engagement, product seeding, and multimedia content. There has been a huge focus on more engaged and contextual storytelling, invoking a desire through visual narratives, and the importance of going beyond reach to real engagement.
Lastly, there is also the metaverse, currently spearheaded by gaming and NFTs, which is just the start of things to come. It is important to embrace technological changes and avenues around us and use them to reach a larger global audience.
What has been the biggest turning point in your career?
I wouldn’t be able to define it as one key moment, but rather the last decade with Gucci which has been incomparable. Being able to interact, learn, and grow from the best in the industry, both local and global.
What are the skills or qualities that have helped you succeed?
I would say there are a few. For one, I am extremely meticulous, planned, and organised. This really helps me achieve my goals and multi-task. I also believe that luxury is in the details, and paying attention to them is key. Secondly, I’ll give credit to staying informed and having a pulse of things. It’s important to also be sensitive to situations happening globally and ride the wave of evolution and change. Lastly, I would say agility, innovation and constant growth, especially post-pandemic have helped me a lot. It’s important to constantly re-evaluate how you are doing things and find new and better ways to tell your story.
A mantra that you swear by in your professional and/or personal life?
Nothing is impossible! I love a challenge and I don’t give up very easily. If I set my mind to something, I usually find a way to make it work.
What advice would you give to youngsters considering a career in the industry?
Resilience. I think it’s important for them to understand the concept of responsibility, accountability and thereafter how to manage their tasks and the challenges that come with them.
And lastly, how do you unwind?
I was introduced to the sleep schedule feature on Apple by a friend in the business. My phone goes into Sleep Mode at 10 pm at night, ensuring I don’t receive any notifications. I think this really helps me to remind myself to disconnect from work and unwind. Besides that, great conversations with friends, with a splash of K Drama and some good food always does the trick.
Maneka Thadani lives in Mumbai. Her journey has been inspiring and wholesome. Team POPxo wishes her all the luck in her future endeavours.
Featured Image Courtesy: Maneka Thadani
