Summary
Overview
Work History
Education
Skills
Internship & Freelance
Community
Timeline
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Aayush Vashist

New Delhi,

Summary

Results-oriented and seasoned Public Relations professional with over seven years of extensive experience in crafting compelling narratives, building brand reputation, and driving strategic communication initiatives. Proven ability in leveraging media relations, crisis management expertise, and innovative marketing strategies to enhance brand visibility and credibility across diverse industries. Skilled in developing and executing comprehensive PR campaigns that align with brand objectives and resonate with target audiences. Seeking to contribute expertise and leadership to a dynamic team committed to achieving PR excellence and organizational success in fast-paced environments.

Overview

8
8
years of professional experience
18
18
years of post-secondary education

Work History

PR & Communications Manager

Pass Code Hospitality
2024.01 - Current


At my present workplace, I evince adeptness in building responsible stakeholder relationships to navigate a positive brand image across various channels. I am responsible for devising, implementing and leading strategic PR initiatives to elevate brand exposure and reputation of:


  • Maya Pistola Agavepura: Crafted in India’s Deccan plateau, then bottled, blended & aged along the coastal shores of the country, this is the Asia’s first premium aged 100% Agave spirit with zero additives
  • India Cocktail Week: Country's biggest festival that celebrates cocktails culture with over 25 bar pop-ups, international bar takeovers, and cocktail masterclasses.


Established in 2012, Pass Code Hospitality is a leading hospitality firm that owns and operates:

PCO: Multi-awarded India's first speakeasy cocktail bar

Ping's Cafe Orient: Popular South-East Asian restaurant

Jamun: Regional Indian dining restaurant

Saz: American Brasserie which is a gourmet food kitchen

ATM: Modern European bistro & private members club


Associate Manager

Genesis BCW
2021.03 - 2023.12


Won One Diamond and One Gold at SABRE Awards South Asia


Won Gold for Best New Product Launch at Fulcrum Awards


Won Two Gold Awards at the 2023 India PR and Corporate Communications Awards [IPRCCA], which contributed to my present organization been crowned as the Superior PR Consultancy of the Year


Won IndianTelevision.com's PRCA Award for 'Best New Product Launch'


Gabbys, GBCW's annual internal awards, 2021 and 2022 winner


Driving a comprehensive strategy to build advocacy for the distinct narrative, new launches and experiential events of each of my global clients. Sharing below a rundown of the clients I am working on:

  • Diageo: A subsidiary of Diageo PLC and the country’s leading beverage alcohol company with an exceptional collection of premium brands. Sharing here some of the focused Diageo brands I work for:

- Blended Scotch: Johnnie Walker, Black Dog, Black & White

- Single Malt: Singleton, Godawan, Talisker

- Gin: Tanqueray, Gordon's

- Vodka: Smirnoff, Ketel One

- Liqueur: Baileys

  • Gillette: Gillette India Ltd (Gillette), a subsidiary of The Procter & Gamble Co, manufactures, markets and sells personal grooming and oral care products
  • Whirlpool: A subsidiary of Whirlpool Corporation, Whirlpool of India Ltd. is committed to improving life at home and is one of the country's leading manufacturers of major home appliances
  • Corona: A premium Mexican beer that bestrides on outdoor and nature-focused occasions and is owned by the world's largest brewer, AB InBev


CAMPAIGNS:

  • 75th & 76th Cannes Film Festivals: Premiere of the India-made single malt Godawan at the 75th Cannes Film Festival to represent the pinnacle of country’s rich culture and heritage. Also, Walkers & Co. debuts at the 76th Cannes Film Festival to enable progressive creators across global borders
  • World Class 21', 22', 23': World's largest bartending competition and a mixology education programme to support, train and inspire global bartending community. The platform also celebrates innovative cocktails and create an unforgettable consumer experience through its #AGlassOfWorldClass narrative
  • Godawan Century: Godawan single malt celebrated its first anniversary by launching a limited 100-bottle batch in collaboration with a renowned photographer Amit Pasricha that pays homage to its eponymous Great Indian Bustard
  • Walkers & Co. Tour: Johnnie Walker's extension organized a two-day tour in Mumbai and Gurugram with legendary John Legend and Raja Kumari to celebrate the spirit of Walkers & Co., a recently launched platform that honors bold boundary pushers through the tenets of collaborations, co-creations, and communities
  • ReVibe The Night: Post the pandemic, Johnnie Walker roped in music sensations Divine, Ritviz, and Lisa Mishra to refuel India’s after-hour culture and hype the country’s famous cultural hotspots as a safe haven after being confined to in-home occasions
  • Air Ink Collection: Johnnie Walker teamed up with AIR-INK to launch a sustainable collection titled as the “Keep Walking City Collection”. Each bottle showcases intricately printed illustrations from five global artists that captures the history and stories from the artists’ respective home cities
  • Social x Mumbai Dabbawalas: Johnnie Walker and Impresario's Social teamed up to support Mumbai's iconic Dabbawala community by providing delivery employment, tech support, and sanitization kit amid pandemic
  • Table For Everyone: Table for Everyone by Black & White’s extension manifests the concept of sharing through meaningful conversations. The platform lays the table across India that forge new or rekindle existing friendships over culinary experiences
  • Journal Of Sharing: Black & White collaborated with Michelin Star Chef Heston Blumenthal to curate a Journal of Sharing. The journal inspires people to experiment with food and drinks and contribute their personal recipes and experiences
  • Savour The Pause: Black Dog collaborated with Keira Knightley, to create a film that illustrated the significance of balance between the constant chase and occasional pause. Also, the brand is unveiling its rare Wine Cask edition in association with the actress
  • Chapter 14: Black Dog roped in Saif Ali Khan to launch the Millard’s Private Reserve 14YO, the brand’s tribute to its founder. Also, Abhay Deol and Jim Sarbh unveil the #Chapter14 in Mumbai and Gurugram respectively through an on-ground experience
  • Its 5 PM Shall We: Gordon’s onboarded actor Siddhant Chaturvedi to exude a playful messaging that using Sunset as an invitation to experience refreshing Gordon's serves with friends
  • Society 2030: Spirit Of Progress: Diageo develops a 10-year ESG action plan to promote positive drinking, champion inclusion and diversity, pioneer grain-to-glass sustainability, all underpinned by doing business the right way
  • Get Your Mach On: Indian cricketers Sanju Samson, Shubman Gill, and Shreyas Iyer serve as the campaign faces for the launch of the new MACH3 grooming range as part of the momentous 20th anniversary of Gillette
  • Barber Parivar Suraksha Programme: Gillette India provided health insurance cover, a back-to-business curated kit, and educational content by celebrity hairstylist Aalim Hakim to the barber community post pandemic
  • Fresh Is In The Air: Unveil Whirlpool's latest TVC to showcase its recently launched front load washing machines - XpertCare range that feature the effectiveness of Ozone Air Refresh technology
  • Celebrates Everyday Moments Of Caregivers: Release of the AI-enhanced Bottom Mount Refrigerator TVC from Whirlpool, starring Kriti Sanon and Tinu Anand


Senior Account Executive

Sky Communications
2018.11 - 2021.02


Developed effective PR strategies to build brand awareness and spur demand within the target market. Mentioned below are the clients I served:

  • Woodland & Woods: Country's leading performance footwear, apparel, and accessories brand by Aero Group
  • Tom Tailor India: Indian edition of a casual wear and lifestyle brand, born and raised in Hamburg, Germany
  • Alberto Torresi: Style savvy footwear brand by Vorala Shoes, offering collectives that are unparallel in their comfort and quality
  • PostFold: A contemporary clothing which provides Supima cotton-based AM to PM designs to conscious consumers
  • Lyla: Ethically forward ethnic and fusion wear brand that celebrates the Indian craft


PROJECTS:

  • H&M Conscious Collection: Launch and preview of the Pinatex, Bloom Foam, and Orange Fbre-based sustainable and circular fashion collections: H&M Conscious and H&M Conscious Exclusive
  • Lenskart Air Collection: Launch of the Air collection - Halke Phulke frames and a preview of the brand TV commercial featuring the brand ambassador Bhuvan Bam
  • Swatch Spring Summer Collection: Launch and preview of the Spring-Summer watch collection on the line of Transformation, Listen To Me, and Energy Boost themes
  • The Body Shop x Shraddha Kapoor: Announcement of the new ambassador and the preview of the brand’s first-ever TV commercial during a media-influencer event
  • Ministry of Crab by GIPL: Exclusive preview and tasting at the opening of Ministry of Crab Mumbai, Asia’s 50 best restaurant, by celebrity chef Dharshan Munidasa, and cricketing legends Mahela Jayawardena and Kumar Sangakkara
  • Kailash Satyarthi Children’s Foundation Talk: Discussion on 'Child Trafficking In India' by the Nobel Peace Laureate Kailash Satyarthi and Sonu, a rescued child trafficking victim who was rescued in 2018
  • Pet Fed India - Celebrity ambassador Dino Morea leads the #AdoptDontShop campaign during the India’s biggest pet festival and the Limca world title holder of ‘Biggest Dog Carnival’




Project Manager

Skribe
2017.04 - 2018.10


At Skribe, a data-driven programmatic platform, I took on a variety of positions while connecting Newsmakers (PROs/Corp Comms.) to Newsmedia (Journalists)

  • Product Manager: Led the team that handled the Pan-India Influencer community's data for the database augmentation
  • Community Manager: Managed Skribe's partnership with the Indian PR Forum (IPRF), a Whatsapp community by Adfactors PR, to promote the company's philosophy and products through messenger marketing
  • Account Manager: As a Client Servicing Manager, I developed strong working relationships with PR agencies to help them with their pertinent inquiries


Account Executive

Stratton Leo Communication
2016.07 - 2017.03


Gained knowledge of developing, planning, and implementing public relations strategies to create a positive media narrative about my clients. The clients I served while working for the organization are listed below.

  • ISAAC Luxe: ISAAC Luxe is a beauty and aesthetics chain of clinics, founded by Celebrity Cosmetic Dermatologist, Dr. Geetika Mittal Gupta
  • Heiwa Heaven: Quintessentially comfort in its fabric of Hospitality, Heiwa Heaven is a resort hotel in Jaipur, which is recognized by its unique ambience and design
  • Hardika Gulati: Hardika Gulati label aims to become a lux trailblazer, providing fashion-forward styles that combine comfort and chic
  • Krixot: Krixot brings an exotic range of premium candles and home fragrances rivaled only by their breathtaking aura of sophistication


PROJECTS:

  • Asian Designer Week: A dynamic platform to young and aspiring designers across Asia while celebrating the common fabric that unites all Asian countries irrespective of the cultural diversities
  • Pro Wrestling League: An initiative of ProSportify and Wrestling Federation of India, Pro Wrestling League is the biggest Olympic Wrestling League in the country.


Education

Bachelor's - Journalism And Mass Communication

Asian School of Media Studies, Marwah Studios
Noida
2013.08 - 2016.06

Higher Secondary -

Suraj Bhan D.A.V Public School
New Delhi
1998.04 - 2013.05

Skills

Communication

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Internship & Freelance

During my time in college, I participated in the following opportunities for career exploration and development, to learn new skills:

Freelance Casting Assistant
Good Vibes Entertainment | April 2016 - June 2016

Worked as a Freelance Casting Assistant for a Delhi-based production Good Vibes Entertainment and contributed to the following reality shows:
MTV 'Waaris' by Endemol Shine India
MTV 'Naked Truth by Freemantle Media
Simon Fuller's 'Now United' by XIX Entertainment
Living Foodz 'Food Truck'

Freelance Event Organiser
Swag Festival India | August 2015 - 02/2016

Worked as a Freelance Event Organiser for Swag Festival India, a fully equipped event management company. Among all the projects that were successfully managed, these are just a few:
Tom Pulp Tomatino Food Festival
Teacherish’15
GirlsOnABunk’15
Swag Festival II With New Year Bash
Ministry of Love Affairs’16
Holicious’16

Researcher & Production Assistant
NDTV Good Times | June 2015 - July 2015

Worked on the TV programmes listed below while interning as a Researcher & Production/Post-Production Assistant at NDTV Good Times:
Band Baajaa Bride
Highway On My Plate
Chakh Le India - Kachcha Raasta
Love Bites With Joey
Get The Look
The Big Fat Indian Wedding

Community

  • LINKEDIN: 5K+ Followers

      https://www.linkedin.com/in/va5h1st 

  • FACEBOOK: 2.5K+ Followers

      https://www.facebook.com/Va5h1st 

  • FACEBOOK GROUP: 4.5K+ Members

      https://www.facebook.com/groups/872812329467229

  • INSTAGRAM: 0.8K+ Followers

      https://www.instagram.com/va5h1st 

  • TWITTER:0.06K+ Followers

      https://twitter.com/Va5h1sT

Timeline

PR & Communications Manager

Pass Code Hospitality
2024.01 - Current

Associate Manager

Genesis BCW
2021.03 - 2023.12

Senior Account Executive

Sky Communications
2018.11 - 2021.02

Project Manager

Skribe
2017.04 - 2018.10

Account Executive

Stratton Leo Communication
2016.07 - 2017.03

Bachelor's - Journalism And Mass Communication

Asian School of Media Studies, Marwah Studios
2013.08 - 2016.06

Higher Secondary -

Suraj Bhan D.A.V Public School
1998.04 - 2013.05
Aayush Vashist