With over 108 countries participating, the festival—spanning May 7 to May 31, 2025—emerged as one of the most extensively covered international events in India’s recent history.
At the forefront was Ashwani Shukla, Founder of Altair Media, who spearheaded the PR strategy with precision, vision, and global outreach. In an exclusive conversation, he shared insights into the campaign’s strategy, challenges, and legacy.
A Landmark Opportunity for Indian PR
For Altair Media, the assignment extended far beyond event publicity. “The Miss World Festival was about shaping a global conversation around India’s cultural and diplomatic presence,” said Shukla. The campaign sought not only to deliver visibility but also to elevate India—particularly Telangana—as a symbol of grace, heritage, and international collaboration.
Vision: Glamour Meets Storytelling
The guiding principle behind the campaign was to blend glamour with purpose. Altair Media highlighted Telangana’s cultural richness and positioned it as a tourism hub while aligning with Miss World’s global values. The team designed a 360-degree communications strategy—from Indian regional and national press to international media outlets across the UK, France, Spain, Germany, the U.S., Canada, UAE, Saudi Arabia, South Africa, and Australia—ensuring consistent worldwide amplification.
Navigating Geopolitical Challenges
The event coincided with heightened India-Pakistan tensions, making communication especially delicate. Shukla emphasized that the team relied on truth, clarity, and responsibility. Through timely press statements and fact-driven narratives, they safeguarded the festival’s image while keeping global attention centered on peace, unity, and cultural celebration.
Global Media Impact
The results spoke for themselves. Coverage spanned across continents, generating both digital and traditional media traction. International headlines reinforced India’s growing soft power and validated Miss World as a cultural diplomacy platform. “Seeing stories highlight not just the glamour but also the cultural significance was a personal high point,” Shukla recalled.
A Lasting Legacy
According to Shukla, this campaign was more than a PR assignment—it was a convergence of media strategy, cultural diplomacy, and crisis communication. It demonstrated that Indian agencies can deliver global-standard campaigns with finesse. “This project cements Altair Media’s position as a trusted partner for global-scale communications,” he concluded.
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