In an ecosystem where “going viral” has almost become a KPI and marketing conversations often chase instant wins, some agencies quietly focus on the basics – relationships, trust, and consistency. The Creative Cut, Marketing Mind’s candid social series, taps into these unfiltered conversations with agency leaders who’ve seen trends come and go but still swear by the fundamentals.
In one such quick, no-frills chat, the spotlight fell on Glad U Came, a Mumbai-based agency that has spent eight years doing a bit of glamorous but deeply impactful work of building brands through real public relations.
Led by Maddie Amrutkar, CEO & Founder of Glad U Came, the agency firmly believes that PR isn’t just a vertical – it’s the backbone of any brand story worth telling.
Watch the full episode here:
Amrutkar shared that when a campaign takes off or sparks buzz, the first reaction inside the agency isn’t to chase the next brief or screenshot the metrics. Instead, it starts with appreciation.
“Celebrating the people behind the work is non-negotiable at Glad U Came, especially in an industry where effort often goes unnoticed. Recognition fuels momentum far more than pressure ever can,” Amrutkar said.
On the sidelines of this candid exchange, Amrutkar also spoke about how clients often describe the agency as “unstoppable” – a reflection of their always-on approach to building genuine public relations.
“For Glad U Came, PR doesn’t switch off after a campaign goes live; it’s a continuous process of showing up, nurturing credibility, and staying consistent without hitting pause,” he added.
He also called out one request he believes should be completely banned from influencer marketing conversations: “Can you make this go viral?” Virality, he pointed out, isn’t a starting point. When the concept is clear, the intent is honest, and the groundwork is strong, virality tends to follow naturally – but only if brands stop chasing it as the sole objective.
At the core of Glad U Came’s existence, Amrutkar emphasised humility and genuineness as non-negotiables.
“For the agency, growth hasn’t come from being the loudest voice in the room, but from staying grounded, honest, and deeply invested in the brands we work with,” he added.
He also busted one of the most common myths surrounding the PR industry – that it begins and ends with press releases. According to Amrutkar, PR today is far more layered and strategic. It’s about crafting narratives, building long-term stories, and immersing oneself into a brand’s DNA to truly understand how it can be elevated, rather than just announced.
