India, Dec. 22 -- In an industry driven by optics, deadlines and deliverables, Maddie Amrutkar has built Glad U Came with a unique instinct rooted in intention and experimentation. The Mumbai-based founder of the PR and influencer marketing agency has spent years navigating the business. Through the course of his career, he has gone from reimagining how brands pay for performance to setting new parameters for workplace inclusivity and ushering in trends, including celebrity gifting. He's less interested in formulas or easy fixes and more drawn to conversations around culture in an ever-evolving world. We took a peek into his playbook for PR firms.

When you started Glad U Came, what were some of the biggest challenges, and how did you ove...