When Etienne Marques launched The Catalyst in 2020, he wasn’t just starting another communications agency. After spending over 15 years in the industry, he saw a clear gap, brands needed someone who could mix creative storytelling with sharp business thinking. Not too big like traditional agencies, and not too scattered like freelancers. That sweet middle spot is where The Catalyst began.
Based in Mumbai, the agency has now grown into a national name, working with some of the most exciting brands in beauty, luxury, lifestyle, and tech. But what makes them stand out is their approach, deep thinking, genuine partnerships, and a clear focus on relevance and purpose.
What’s changed in brand communication?
According to Etienne, the biggest shift he’s seen in the last decade is how brands now engage with their audience. “Earlier, it was all about talking to people. Now, it’s about listening with them,” he says.
Gone are the days of one-way press releases and top-down campaigns. Today’s audience wants real conversations, fast responses, and honest messaging across multiple platforms. Simply put: a good message isn’t enough, it needs to be real-time, relatable, and channel-ready.
Different sectors, different strategies
Etienne has worked across sectors like fashion, beauty, wellness, and luxury, and each one comes with its own set of rules.
• Fashion: Needs to be fast-moving and in tune with trends.
• Beauty & Wellness: Requires empathy and trust. It’s not just about looking good, it’s about feeling understood.
• Luxury: It’s all about subtle, aspirational storytelling. The tone matters as much as the message.
The one thing that stays constant? “Clarity of positioning,” says Etienne. “If you know what your brand stands for, we’ll make sure it shines across every platform.”
Balancing creativity and business
A lot of people think communication is all about creative ideas. Etienne disagrees, at least partly. “Creativity without strategy is just art,” he explains. At The Catalyst, every campaign starts with one key question: What does success look like for this brand?
Once they define that, the team builds bold and original ideas that also deliver results. Whether it’s visibility, engagement, or actual conversions, the storytelling is always backed by solid business thinking.
Common mistakes brands make with visibility
When asked what mistakes brands commonly make with media outreach or publicity, Etienne points out three:
1. Confusing quantity with quality: Getting your name everywhere doesn’t help if the message isn’t right.
2. Being inconsistent: Only talking to your audience during product launches is a lost opportunity.
3. Ignoring relationships: Whether it’s media, influencers, or internal teams, communication is a people-first business. If you don’t build those connections, your campaign will always fall flat.
The campaign that stood out
One campaign that really stood out for The Catalyst was the launch of Ajmal Perfumes during the COVID-19 pandemic. With traditional media options limited, they took a creative detour, using micro-influencers, virtual experiences, and co-created content to position Ajmal as more than just a product.
The result? They didn’t just meet their targets for visibility and engagement, they built a distinct voice in a crowded market. “We turned a challenge into an opportunity,” Etienne says.
We live in an age of influencers and fast content. But how do you make sure your brand actually connects?
Etienne’s answer is refreshingly honest: “Be real. Be consistent. Don’t just show up when you want to sell something.” According to him, building a brand is more like building a community, it takes time, trust, and two-way conversations.
People can easily spot fake campaigns now. The brands that win? The ones that speak with a clear voice and don’t pretend to be something they’re not.
If you’re just getting started in communications or brand storytelling, Etienne has one golden tip: Stay curious and kind.
Learn as much as you can, not just about media, but also about people, culture, and behavior. And be respectful in every interaction, whether it’s a client, journalist, or colleague. “Your reputation is everything in this space. Protect it,” he adds.
