From messaging to movement: Why policy advocacy is the future of brand communications

We have been seeing a silent revolution in the world of public policy in the last few years. In India, policy advocacy has not been staying behind closed doors anymore. And this has led to evolution of rules of the game for brands.

The public consultation space and cross-collaboration between the government and the industry have been expanding rapidly in India. In the last few weeks, the Ministry of Electronics and Information Technology (MeitY) alone hosted two public consultations. One was in collaboration with Unesco for the ‘Fifth AI RAM Stakeholder Consultation’, and the other was with all stakeholders to seek inputs for the upcoming 2026 AI Impact Summit.

MeitY is not the only body actively engaging with all stakeholders. Data shows a sharp rise in public consultations across India, at all levels of government, not just at the Centre, but also at the State levels. According to the Mumbai-based NGO, Civics, there has been a 2,112.5% increase in such consultations since 2014. The RBI alone held 72 between 2021 and 2024.

Scope of policy advocacy

Policy advocacy is no longer the domain of lawyers, economists, or odd policy wonks in Delhi. It has reached a wider mass and become a platform for brands, especially in sectors like technology, health, sustainability, and education, to proactively engage with the government.

This has shifted to public and transparent engagement between brands and government stakeholders, in either government for a, brand platforms, or neutral, third-party events. It is no longer the next frontier for future brand communication—it’s here, already!

Policy consultancy is when the government decides to seek input from all stakeholders. On the other side, advocacy, simply put, is when organisations engage in open, proactive conversations around public interest issues that affect their industry, their consumers, or their values.

It is not public relations directed towards maintaining a brand image or making investors happy. It is neither crisis communications aimed at solving a particular negative news story nor is it merely the legally mandated CSR. It is a multilayered dialogue with the government, with communities, and with other influential stakeholders who shape the business environment.

Historically, most small companies in India saw regulation as something to comply with quietly. The bigger MNCs could afford the time and effort to lobby, and the small, local players would simply follow what was determined. But the scenario is changing.

Today’s young, active, and aware consumers expect brands to take a stand. The audience is smart enough to see through a fake, disingenuous, or greenwashed narrative being pushed by brands, whether directed towards the government or the consumers. And consumers do not hesitate to call out brands for trying to utilise serious, real-world issues to merely drive sales. That means brands are expected to play an authentic and visible role in conversations that affect consumer lives, across issues like data privacy, sustainability, digital access, and more.

This entire conversation isn’t about a theoretical future. We have seen public-private collaboration play out in high-stakes situations, with the Covid-19 pandemic being a prime example. During the lockdowns, companies, which had expertise in logistics, supply chain, etc, had to coordinate with the government in real-time. We also saw such advocacy evolve in real time.

The first lockdown was chaotic, with unclear communication and a sudden shutdown of complete supply chains. But by the third lockdown, brands were proactively shaping the narrative, flagging operational bottlenecks, and working with the government to co-create solutions.

That was advocacy driven for the greater good, not just public relations, but as a necessity to build a better tomorrow.

Shaping the ecosystem

The increase in stakeholder consultation by governments has also led to an internalisation of the need for proactive advocacy within Indian companies. Startups that once saw legal teams as cost centres are now hiring policy and public affairs professionals—not just to stay compliant, but to shape the ecosystem they operate in. Established brands are building bridges with think tanks, regulators, and civil society, sometimes quietly and sometimes boldly, to ensure that future regulations can be co-created to ensure all stakeholder interests are balanced.

It needs to be understood that advocacy is not driven by altruism. Like everything else, it is driven by self-interest. A company cannot operate successfully in a low-trust market with a lot of uncertainty.

Proactive communication with society and the government is important for a stable, better future for everything, which will allow for trust with consumers and goodwill with policymakers. When done right, it aligns business goals with societal values, moving brands from attempting to make sales to co-creating the ecosystem with other stakeholders.

Real advocacy is neither easy nor direct. It often involves navigating uncomfortable terrains. It requires brands to take stances and positions that won’t always please everyone. As mentioned earlier, if it is merely performative, it will be found out and called out in public.

Today’s consumers are too informed, and regulators are engaged and active. And the line between public interest and private action is too blurred for brands not to want to get involved in public affairs, even when they may refrain from publicly commenting on the same.

It also means advocacy should no longer be the domain of legal or policy nerds. It has to be a part of the broader brand narrative, working in collaboration with PR, content, design, and stakeholder teams.

And yes, it also means investing in the right kind of capability, whether that’s hiring policy experts or partnering with organisations that understand the advocacy space.

A strategic differentiator

Actively engaging in this conversation with the government has now become a strategic differentiator for brands that want to lead not just in market share but in relevance, responsibility, and trust. Policy advocacy is here to stay and is the new frontier of brand communications and brands need to ensure that their advocacy is authentic and not performative.

Brands need to have skin in the game or risk getting called out. Shaping the ecosystem and ensuring a better future for the next generation is everyone’s responsibility, including brands. Perhaps it’s time more brands stepped up.

— Upasna Dash, CEO and founder, Jajabor Brand Consultancy (L) and Sourya Banerjee, associate director, public policy communications, Jajabor Brand Consultancy (R).