MUMBAI, October, 2025 — The fragmentation of India’s entertainment market has created a void: a space where reactive publicity drowns out strategic narrative. Today, The Other Circle (TOC) — a strategy-led communications firm with a 12-year track record announced the launch of Cavalry Media, a dedicated, full-service entertainment division designed to fill that void.
Cavalry is not built for coverage; it is built for cultural conviction. Positioned as a strategic strike force, the new arm will exclusively focus on PR for high-velocity entertainment ecosystems, including Bollywood, streaming giants (OTT), celebrities, creators, music and musicians, and elite sports, leveraging TOC’s foundation of narrative depth to guarantee audience resonance over transient reach.
The Mission: Cultural Engineering? The launch of Cavalry is a direct response to a cultural economy demanding communications that are integrated, measurable, and strategically enduring.
Aakanksha Gupta, Founder & CEO of The Other Circle, commented: “We have spent a decade building narratives that stand the test of time, proving that authentic storytelling is the only currency that matters. The market now demands an evolving level of strategic commitment — one that fuses creativity with intelligence. With Cavalry, we are scaling this philosophy, bringing the organisational rigour and data-driven PR science that define The Other Circle to a new frontier. We’re moving beyond the traditional PR playbook to become cultural engineers. Our mandate is clear: deploy data, deploy talent, and deploy influence to ensure our clients—from actors to platforms—don’t just participate in culture, they lead it. Cavalry is where meaningful stories go to win.”
Prathmesh Chavan, Group Head of Entertainment at Cavalry, added: “Entertainment communication is failing if it’s only reactive. The modern audience is too smart for ‘only noise’. At Cavalry, we replace the scattergun or ‘spray and pray’ approach with consolidated strategic arsenal. This means rigorously integrating media strategy, digital IP, data analytics, and brand convergence into every campaign. We are dedicated to turning every launch, film, or artist debut into a structurally sound cultural event that generates sustained consumer interest and endures long after the opening weekend.”
Cavalry offers a consolidated 360-degree approach, including: deep-dive media strategy, influencer and creator marketing, intellectual property development, brand tie-ups, experiential activations, and comprehensive crisis management.
