Think Ink Communications is a communications agency specialising in entertainment and lifestyle. The company services top brands in the sector, like Star India, Disney, SONY, PVR Pictures, Zee, Times Network, PVR Pictures, MTV, Nickelodeon, Swastik Productions, Masaba Gupta, Torii, Gigi, Scarlett House, Ditas Mumbai and Depot Delhi.
In 2021, she also founded Think Talkies, the agency’s film and celebrity division handling strategy and positioning for names including Alia Bhatt, Kareena Kapoor Khan, Shahid Kapoor, Vicky Kaushal, Ananya Panday, Aditya Roy Kapoor, Dulquer Salman, Vidhu Vinod Chopra, Ankush Bahuguna, etc.
With over 2 decades of experience, her focus has remained consistent: using PR to tell stories with credibility, purpose, and impact.
Today, visibility alone isn’t enough – audiences demand trust. Think Ink focuses on authentic storytelling that balances headlines with long-term credibility – be it for films, celebrities, or brands.
PR is now real-time: a film review, viral moment, or crisis can unfold in minutes. According to a 2025 PRWeek global survey, brands value speed and integrity above all else in agency partners. Think Ink’s strength lies in being agile yet responsible – moving quickly without ever compromising authenticity.
It is PR-first; it integrates creators, journalists, and communities into one cohesive narrative. But above all, its edge is relationship capital – with journalists, brands, creators, and celebrities – built over years of consistent delivery.
MediaNews4U.com caught up with Radhika Nihalani, Founder, CEO Think Ink Communications and Think Talkies. She brings a unique perspective on campaigns that are culturally resonant and audience-driven.
Q. As a founder what have been the key lessons learnt?
As a founder some of the key lessons that I have learnt in this 13 years journey at Think Ink is that it is important to be able to adapt and pivot, that can be your biggest strength, being rigid could be very contrary to growth. Accepting and learning from failure is absolutely critical. Failure is a very very important part of the journey. It teaches you so much, so embrace the failure that is coming your way, learn from it and come out stronger. Humor makes so many tough situations, hard to handle days, hard to handle high pressure situations much much easier to go through, so keep humor as an integral part of your function
Q, Think Ink focuses on authentic storytelling that balances headlines with long-term credibility – be it for films, celebrities, or brands. Could you offer recent examples that standout?
Yes, our endeavour has always been to build long-term credibility, as it should be for any PR agency because that’s where PR adds maximum value. It is hard to come up with one example only because it is integrated in every minute detail of any campaign we undertake.
The core of what we try to do at Think Ink is to not create an alter personality for the person or brand we are doing PR for, we want to stay as authentic to the voice as we can and project and amplify best version to the world through the PR efforts that we are undertaking
Q. PR is now real-time: a film review, viral moment, or crisis can unfold in minutes. How do ThinkInk communications and ThinkInk Talkies deal with this challenge?
You know the fact that it has become such a real, on the ball kind of world now…it is an extremely exciting time for PR. I think how we keep up with it is that we always have our eye on the news, we are quick to assess what requires reaction, what is just a blip in the news, what will pass and that we are solution oriented.
That is how we want to drive our minds to constantly be solution oriented because when the challenge comes, the primary focus is to find a solution and the secondary focus always is to figure how did the challenge arise in the first place but being able to, in real time, find and implement solutions is what has helped us in our journey so far
Q. In moving quickly without ever compromising authenticity – what is one thing that a PR agency needs to keep in mind?
You know while the world has diametrically shifted, the way in which the news is consumed is absolutely different from what it was 10-12 years ago. The core of PR remains the same so it is important that one is absolutely true to the voice of the brand or the person we are representing.
That is something I said earlier as well but it is in this truth, in this authenticity where the success of any PR campaign lies. In fact, in today’s highly digitized world where the churn of news is so high, people are still able to see through fakeness, lack of authenticity. So, being true to the voice of the brand that you are representing or a personality you are representing is what is absolute base level measure of a successful PR strategy/campaign
Q. According to predictive analytics, where is the whitespace for growth in 2026 for ThinkInk communications?
We are seeing growth coming our way through multiple avenues. One key focus is strengthening our footing in the entertainment space, which remains at the core of what we do. From there, expanding into films is a natural progression, especially given our experience in handling entertainment brands and celebrities.
Additionally, we are looking to grow our expertise in adjacent sectors such as fashion, lifestyle, hospitality, F&B, travel, consumer, and culture. These will be our immediate growth focus areas for 2026 and the next couple of years.
Q. The agency says that its edge is relationship capital – with journalists, brands, creators, and celebrities – built over years of consistent delivery. How will this capital be built in 2026?
Honestly, it’s built in the most age-old way any relationship is built, by investing time and effort and going beyond just being transactional. It’s about having the mindset to genuinely create and nurture relationships, rather than simply chasing a headline or a story.
When you show consistent effort, it is understood and reciprocated on the other end. There’s nothing novel about this approach, it’s a timeless way of building relationships, and that’s exactly how we’ve done it. While we are a modern company in terms of our approach and the ideas we bring to the table, we’ve stayed rooted in the fundamentals of PR and continue to hold those basics close.
Q. What was the gap seen in the market that led to Think Talkies in 2021
Actually, it wasn’t so much about identifying a gap, it was a natural extension of what we were already doing. We started with a clear intent that we did not want to enter the celebrity PR space as our entry point. We wanted to establish ourselves as an entertainment PR agency for entertainment brands, where we could focus on both the corporate and consumer sides of the business.
As we grew, it was a natural progression to explore other pillars within the entertainment space. Celebrities are, of course, a very integral part of that ecosystem, and we saw an opportunity to bring our creative thinking into that space. It has been going well so far, and we aim to continue strengthening that vertical.
Q. Is there a delicate balance involved in managing influencers + creators without being seen as or perceived to be an influencer agency?
Honestly, not really. That perception hasn’t really come our way. We started out as an entertainment PR company focused on brands, and then expanded into talent, which includes film artists such as actors, writers, and directors, as well as musicians, sports personalities, and influencers.
Today, we also work across F&B and fashion, so it’s a well rounded mix of what we do. It doesn’t typecast us as any one kind of agency.
Q. What data analytics tools are available today that help better measure results of PR activities? Is a focus on both qualitative and quantitative importance where you look at both share of voice and quality, depth of engagement?
There are, of course, various tools available in the market. From the very beginning, our approach has been to focus not just on volume, but on value. It is not only about the quantitative media impact we deliver for a brand. Qualitative outcomes have always been equally important.
We look at factors like share of voice and the kind of talkability we are able to build for a brand or the personality we are working with. Both go hand in hand, with a slightly greater emphasis on qualitative impact. While a lot of this was done manually earlier, before technology was as integrated as it is today, we now rely on the tools available in the market. Ultimately, the focus remains on delivering value, not just volume.
