Ever felt wowed by PR campaigns of luxury brands like Fendi, Dior & Swarovski? Meet Sonalee Kumar, Director of The Communication Council (TCC), who’s the visionary behind those campaigns in India. Her company, which she started two decades ago, is the go-to agency for lifestyle and luxury in India. How did she get here? It involves switching multiple industries, nabbing Moët Hennessy Louis Vuitton (LVMH) as a client (which her company represented for a decade) and finally leading the industry. Her effervescent personality and infectious energy also played a role in helping TCC build the impressive roster of clients they have today.
So how did a History graduate from Delhi University’s St Stephen’s College become one of India’s most well-renowned PR mavens? Surprisingly, Sonalee’s professional journey began in a completely different field. After graduating, Sonalee chanced upon an opportunity to work in the broadcast industry straight out of college. She also worked in publishing before she finally found her calling in public relations. “I think adapting to this ever-changing industry and surviving 21 odd years is an achievement in itself!” she says. Of course, none of it would have been possible without Sonalee’s unbridled passion for her work. The recipe for her roaring success? Always learning from her failures, never skipping a deadline and a policy of complete transparency with her clients.
Sonalee is a leader in a dynamic industry, and she has made her way to the top with sheer grit and determination. These very qualities have helped her sail through the good times and the bad. In 2012, when Sonalee’s career was thriving, life decided to throw her a curveball—she was diagnosed with breast cancer. After the initial shock, she decided to pull herself together and power through it. When the harsh treatment made her lose her hair, she bought a wig, learnt how to do up her brows and eyes and snapped back into action. Nine years later, the fear sometimes looms at the back of her head, but she chooses to embrace a positive attitude and remind herself of how far she’s come.
Sonalee’s fighting spirit and zeal for life are the most inspiring things about her. Yes, she’s leading India’s top PR agency—but that doesn’t mean her life is all work and no play. She begins her day with yoga and makes sure she takes breaks to rest, meditate and replenish throughout her day. In a world obsessed with hustle culture, her resolve to take care of her physical and mental health is refreshing. Being a voracious reader, Sonalee has been part of a book club for seven years! Post her recovery, she also developed a keen interest in Ayurveda, and is presently pursuing a course to expand her knowledge on the subject.
Sonalee’s professional and personal journey has been nothing short of an inspiration. So it isn’t a surprise that we couldn’t wait to feature her on our #POPxoWomenWhoWin series. In a candid conversation, she spilled the beans on her morning routine, her big break and her passion for Ayurveda.
How do you begin your day? What’s a typical day like for you?
My day starts around 7:00 am with yoga. It really helps me set the tone for the day. I’m at my desk at 10:00 am sharp and I work through till lunch. Given that we are now working from home, I take the liberty of taking about 30 minutes off post-lunch, where I either take a nap, catch up on a book or even meditate. This is my time to myself which I really enjoy. I wrap up by 6:00 pm and then head for a walk for about 45 minutes to an hour or play badminton. The evenings are either spent with my mom, watching a show or meeting friends for dinner. My day ends with reading, or browsing the net and catching up on the news!
How did you land your first job?
I had finished college, and my master’s programme in Art History fell through. I was at a loose end when I met a family friend, who at that point worked at TV 18. The broadcast industry was just taking off and I was hired in a training programme for three months, which was followed by a full-time position as a cub reporter!
Your biggest professional accomplishments so far?
Working in various fields—television, publishing, content—I finally found my calling in public relations. I think adapting to this ever-changing industry and surviving 21 odd years is an achievement in itself!
What was a turning point in your career?
I think when TCC became the nodal agency for the LVMH group in India and looked after all their brands for more than a decade! It truly turned the tables for us.
What are the key skills that have helped you succeed?
Failures teach you a lot and if I can credit myself with one thing, it would be the learner in me. I have held the larger perspective through ups and downs, and tried to look at the larger vision. I’m grateful to be able to do what I have loved every single day but that’s not enough when you are an entrepreneur. When I look back, I would say that making some critical decisions and having a solution-oriented mindset helped me navigate through the times.
A mantra you swear by in your professional and personal life?
Do not procrastinate on any task or miss deadlines. And please be honest with your clients, no matter how hard it may be! I am also fairly research-oriented, which has held me in good stead.
Any advice for those who are looking to break into the industry?
I deeply believe that you have to love what you do. It’s then that one is able to fuel the passion and energy into their work effortlessly, and marketing is all about fresh energy.
Given your busy schedule, how do you like to unwind after a long day?
Ideally, I like to end my day with a walk and forget the humdrum of the day! I am also doing a course on Ayurveda, learning how to play Bridge and have been part of a Book Club for the last seven years. So one or the other activity keeps me engaged and is a perfect way to unwind after a long day!
A lot of people also credit books for changing their lives. Are there any that have had an impact on your life?
Books have been my constant since childhood and at different stages of life, they have had an impact. In my 20s, it was about discovering the world of Literature. Khalil Gibran – The Prophet and the spiritual wisdom on life. In my 30s, apart from reading fiction and non-fiction, I chanced upon The Tibetan Book of Living and Dying by Sogyal Rinpoche which was on the teachings of Tibetan Buddhism. It opened my mind to the spiritual quest of life while my 40s was spent reading and researching the wonderful ancient science of Ayurveda and the book that introduced me to the subject was Ayurvedic Healing by David Frawley.
What are the three things we’ll always find in your makeup bag, no matter what?
Under-eye concealer, highlighter and lipstick for sure!
