How to choose a luxury PR agency in India

Choosing a luxury PR agency is a judgement call, and the numbers in a pitch deck rarely settle it. This guide sets out what a good luxury PR partner should show you, the questions worth asking and how to read the results agencies report. We are one of the agencies you may be weighing up, so we have written this to help you compare any agency, including us, on the same terms.

What a luxury PR agency should deliver

Relevant launches: examples of work like yours, with a clear account of what the agency did on each.

Media relationships: the ability to secure coverage in the titles that matter for your category.

Guest curation: taste in who is in the room, because the guest list shapes the story.

Celebrity and creator access: a considered view of who fits your brand, not just who is available.

On-the-ground execution: a team that stays through the launch and handles problems as they arise.

Honest reporting: results explained in a way you can check.

Eight questions to ask

01

Which launches like mine have you led?

A good answer names specific projects and explains the agency’s own role in each.

02

Who will work on my account?

You should meet the people who will do the work and know how long they stay on the account.

03

How do you build the guest list?

Look for a clear process and a named person who decides, with your input.

04

Which media will cover the brand?

Ask how coverage is earned for your category and what is realistic.

05

How do you choose celebrities and creators?

A good answer talks about fit with the brand and the audience, not only reach.

06

What do you report and how is it calculated?

Ask for definitions of reach, coverage and any value figures, and what is counted in each.

07

What is in scope and what costs extra?

Ask for a written scope listing events, cities, deliverables and duration.

08

What happens if something goes wrong on the day?

Ask for an example of a problem the team handled and how.

How to read PR numbers

Reach, coverage counts and PR value help you compare one launch with another, but they are estimates and not measures of sales. Ask how each figure is calculated, what is included, and whether reach counts reposts and paparazzi pages. Apply the same questions to our own case studies, which report reach, coverage and PR value for each launch.

Red flags

Guaranteed coverage or a guaranteed result. No agency controls what media publish.

Big numbers with no example behind them.

A pitch team that will not be the delivery team.

No launches in your category or city, and no explanation of how that experience would carry over.

A vague scope with unclear extra costs.

Where Stanley fits

Stanley Communications is a women-led luxury PR and marketing agency with offices in New Delhi, Mumbai, Goa, Hyderabad, Bangalore and Dubai. We have led India launches for Valentino, Galeries Lafayette, Vivienne Westwood, Messika Paris and SK-II. Read the case studies below, then ask us the same eight questions.

Launches to judge us by

Valentino, Mumbai

First Mumbai boutique at Jio World Plaza (May 2024): 581M+ combined media and paparazzi reach, ₹9.45Cr+ PR value and 126+ guests at the main event.

Galeries Lafayette, Mumbai

India debut of the Parisian department store (launched 8 November 2025). We led the end-to-end PR mandate, from launch strategy and a pre-launch press day to opening night and sustained visibility.

Vivienne Westwood, India debut

The house's first-ever India runway show at the Gateway of India, Mumbai (1 April 2025). We led guest list curation, celebrity strategy, media outreach, fittings and seating.

Frequently asked questions

What does a luxury PR agency cost?

Costs vary with scope, the number of events and cities, and duration. Ask any agency for a written scope that lists what is included and what is extra.

How early should I hire a PR agency before a launch?

As early as you can, because pre-buzz work such as invites, seeding and previews happens before opening day.

Should I choose a local or an international agency?

Local relationships matter in India. Many global brands combine an international agency for strategy with a local agency for execution, so ask how any agency would coordinate with your team.

Can an agency guarantee press coverage?

No. An agency can plan and pitch, but media decide what to publish. Treat any guarantee as a warning sign.

Let’s get talking

Planning a launch in India? Tell us about your brand and we will come back with a plan.

Get in touch