India being one of the fastest developing nations has a vast and diverse population. Consumerism in India is one of the factor that plays an integral role for the advent and development of new products. This arises a constant need of innovative marketing and PR activities. Therefore, dynamics in the content marketing environment is changing to adapt to the new culture which is changing the fate of the successful public relation agencies in India. It is highly important for national or international brand in India to hire an agency that has an edge in understanding Indian audience and knows how to communicate with them. PR agencies should create communications strategies that can be translated into ROI. The future lies in the hybrid agencies that specialize in developing content that masters the art of creating business impact. Ideal PR agencies should possess the following qualities to stand out in the market - 1. They know the art of story- telling for their clients. 2.