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.
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Luxury PR in Dubai versus India
Many luxury brands launch in India and Dubai within the same few years, and assume the PR playbook transfers. Some of it does. This guide sets out what stays the same and where the emphasis changes, based on the work of our India team and our Dubai team, Stanley DXB.
What stays the same
A clear story told consistently.
A curated guest list, because who is in the room shapes the story.
Pre-buzz before the launch moment.
Honest reporting on what the launch delivered.
Where the emphasis changes
01
Starting point
In India, a lot of our launch work is retail-led: boutiques, flagships and cafés in malls, hotels and high streets. In Dubai, our work starts from brand alliances, events and networks as much as from a store opening.
02
The guest list
In India, our launches centre on media, creators and celebrities. In Dubai, we also put weight on VIP and HNI relations: introductions and curated experiences for high-net-worth individuals and private networks.
03
Amplification
In India, celebrity attendance is often carried across platforms by paparazzi handles, and large creator programmes are common. In Dubai, influencer and network outreach is built around tastemakers and high-value networks.
04
Partnerships
Dubai work often involves strategic brand alliances and co-branded experiences, alongside PR and event curation.
05
The calendar
Cultural moments shape campaigns in both markets. In Dubai that includes launches such as the Home Centre Ramadan Collection. In India it includes moments such as the Bvlgari Roman Holi Soirée and bridal couture shows such as Gaurav Gupta’s.
06
The team
Our India offices are in New Delhi, Mumbai, Goa, Hyderabad and Bangalore. Dubai is run by Stanley DXB, led by partners and COOs Amee Bhayani and Eman Siraj.
Planning a launch in both markets
Treat each launch as its own project with a shared story. Agree the narrative once, then adapt the guest list, venue and amplification to each market. Working with one group across both can help keep the story consistent. Read about our work in each market on our India pages and on our Dubai page.
Going the other way
Indian brands expanding to Dubai face the same questions in reverse. We help Indian brands tell their story abroad, and Dubai is a natural first step.
India launches for reference
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.
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Bvlgari Roman Holi, Mumbai
Roman Holi Soirée with Priyanka Chopra Jonas (March 2024): 500+ coverages worldwide and ₹19.8Cr+ in total PR value.
Read MoreFrequently asked questions
Can one agency handle both India and Dubai?
We run work across both through our India offices and our Dubai team, Stanley DXB, which lets us keep one story across both launches while adapting the plan to each market.
Do I need a separate launch plan for Dubai?
Plan each launch separately, with a shared story. The guest list, venue and amplification usually differ.
What does your Dubai team offer?
Public relations, influencer and network outreach, event curation, VIP and HNI relations, strategic brand alliances, content strategy and creation, and social media management.
Do you help Indian brands expand to Dubai?
Yes. We help Indian brands win globally, and Dubai is part of that work.
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