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Indian mining group Vedanta has attracted more reputation scrutiny than most in recent years. But Ritu Jhingon, who took on the top communications role at the company in 2021, looks well placed to handle these given her extensive background in CSR, which includes leading the Nand Ghar project that aims to transform the lives of rural women and children across India.
Under Jhingon, there has been a noticeable shift towards a more inclusive stakeholder communications strategy at Vedanta, encompassing numerous campaigns. Jhingon previously led corporate communication and CSR for Vedanta company Cairn India, where she successfully developed corporate responsibility initiatives within the core business, and served as a development champion to address specific CSR concerns.
Prior to joining Cairn, Jhingon worked in senior management roles for Hindustan Times Media, Ogilvy & Mather.
Can you share a moment in your career when you saw PR’s direct impact on business performance
Getting accolades for the Nand Ghar project [which benefits rural children and women in India] from all stakeholders, this truly was proof that the initiative is headed in the right direction. Nand Ghar has been nurtured into one of the most impactful CSR initiatives in the country.
What are the communications industry’s biggest challenges and opportunities in the year ahead?
Adaptability of newer tools: the digital attention span of the audience is constantly getting reduced. Fake vs original content is getting difficult to differentiate.
What have you most admired about the communications industry over the past year, and what has disappointed you?
We have travelled far as an industry, and established a lot of SOP and guidelines, like social media, PR and crisis comms documents. What still needs to be addressed well are the possible synergies across organizations to stand for what’s ethical, effective and meaningful. One voice for the right cause.
What work from your team are you most proud of over the past year?
Being able to create a movement across our campaign on Vedanta Delhi Half Marathon. More than 60,000 people contributed directly to the cause #RunforZeroCampaign to eradicate malnutrition in the country. An effective Nand Ghar campaign that talks about the impact on 70 million children and 20 million women through the initiative.
How have you switched off from work and maintained wellness over the past year?
I have taken short breaks that have helped me to recharge myself.
Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through the past year or provided inspiration?
Bhagavad Gita has been my source of eternal inspiration.
If I wasn't working in marketing/communications, I would be...
A photographer and a motivational coach.
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