Mainstreaming the Gig Economy — IndusGuru Thought Leadership Leap
Client: IndusGuru
PR Partner: Wing Communications
Timeline: 6 Months (Phase 1)
OBJECTIVE
Positioning India’s Premier Gig Talent Marketplace as a Voice in the Future of Work
IndusGuru, a curated platform connecting freelance business consultants with organizations, approached Wing Communications to amplify its role in India’s fast-evolving gig economy. At a time when AI and remote work were redefining traditional employment, IndusGuru sought to lead the national conversation around flexible, expert-driven work models. The objectives were focused and mission-driven:
- Thought Leadership: Elevate IndusGuru’s co-founders and leadership team as authoritative voices in the intersection of AI, the gig economy, and inclusive employment.
- Platform Credibility: Build public trust and awareness around the value of curated gig marketplaces.
- Engage Stakeholders: Drive attention from business leaders, policymakers, and underserved professionals.
- Support Ecosystem Growth: Position IndusGuru as an enabler of work opportunities for professionals beyond urban India, including semi-retired talent, women returnees, and rural experts.
STRATEGY
An Editorial-First, Mission-Led Communications Framework
WingComm designed a focused and future-ready PR strategy to highlight IndusGuru’s impact while positioning its leadership at the heart of conversations around AI, gig work, and inclusive employment.
1. Thought Leadership Activation
- Ghostwrote and pitched bylined articles from co-founder Deepak Malkani around timely themes such as digital inclusion, the AI-gig economy convergence, and employment democratization.
- Secured publication of the article “AI, Gig Work, and the Great Equaliser: Opportunities for Underserved Communities“ in Express Computer (August 2024), establishing credibility within the tech and policy ecosystem.
- Developed leadership voice guidelines for co-founders to use across LinkedIn and webinar appearances.
2. High-Impact Media Relations
- Mapped 60+ journalists and editors across business, HR-tech, and digital economy beats.
- Built targeted pitches connecting macro-economic trends (AI, remote work, job reskilling) with IndusGuru’s platform model.
- Facilitated interviews and expert quotes in stories exploring the future of work and India’s gig economy evolution.
3. Topical Campaigns and Content
- Timed outreach to budget season policy commentary, skill development reports, and World Youth Skills Day to ensure IndusGuru remained part of relevant media conversations.
- Positioned IndusGuru’s impact on semi-retired professionals and second-career talent in business media.
- Supported a mini-campaign around the platform’s role in enabling rural consultants to access global projects.
4. Platform Storytelling & Community Use-Cases
- Created case studies of successful gig placements across sectors like strategy consulting, digital marketing, and HR transformation.
- Highlighted real success stories of women and senior professionals using IndusGuru to find meaningful work.
RESULTS
Establishing Voice, Building Trust, Creating Momentum
Over the course of 6 months, WingComm helped IndusGuru move from a niche gig talent platform to a recognized thought leader in conversations around work, tech, and inclusion.
Media Coverage
20+ High-Quality Mentions in Tier-1 and Sectoral Media
- Express Computer: Featured guest article on AI and gig economy for underserved talent.
- People Matters: Expert comment on future of flexible work.
- India Today Aspire: Feature on digital work models and remote talent marketplaces.
- YourStory, HR Katha, BusinessWorld Disrupt: Included in gig economy stories.
Performance Metrics
- Estimated Media Reach: 6.2 million impressions across digital platforms
- Website Traffic: 21% rise in new user sessions during active coverage periods
- Expert Outreach: Invitations for co-founders to speak at 3 industry webinars on AI and future of work
- LinkedIn Engagement: 60% rise in co-founder profile visits; +40% follower growth on company page
Perception Shift
- Established IndusGuru as a solution that brings together experience, flexibility, and technology.
- Credibility built among both enterprise clients and individual consultants as a serious, vetted marketplace.
- Highlighted IndusGuru’s role in India’s employment inclusion story — especially for professionals beyond Tier 1 cities.
TESTIMONIALS
“Wing Communications helped us distill our mission into a narrative that resonated far beyond our immediate network. Their editorial instincts and sector understanding made all the difference.”
— Deepak Malkani, Co-founder, IndusGuru
“Working with IndusGuru was a natural fit for us at Wing — it was a chance to tell a truly transformative story. Gig work, when done right, can be inclusive, scalable, and human-first — and IndusGuru proves that every day.”
— Shiva Bhavani, Founder & CEO, Wing Communications
