Brands are adding purpose to what they do as a company beyond issues that usually occupy CSR.  Deepshikha Dharmaraj, chief executive officer, Genesis BCW speaks to PRmoment India's CXO dialogues on this issue; explaining that purpose is becoming very central to products and services that brands offer.

Dharmaraj also comments on what services within PR are in demand in the post COVID world, her own journey since she took over as CEO in January this year and why positivity will define decisions that PR firms make about their future. Do watch: