The Other Circle (TOC), a strategy-led communications firm with a 12-year track record, has announced the launch of Cavalry Media, a full-service entertainment division built to shift the focus from momentary buzz to enduring cultural impact.

The new vertical will cater exclusively to high-velocity entertainment ecosystems spanning Bollywood, OTT platforms, celebrities, creators, musicians, and elite sports. 

The unit aims to channel TOC’s narrative expertise into driving resonance that outlasts the cycle of fleeting trends.

At its core, Cavalry’s mission is cultural engineering — a response to a cultural economy that demands communication strategies that are integrated, measurable, and lasting.

Its 360-degree offering covers media strategy, influencer and creator marketing, IP development, brand collaborations, experiential activations, and crisis management. In essence, Cavalry seeks to replace reaction with intention — transforming entertainment publicity into cultural narrative.

Aakanksha Gupta, founder and CEO, The Other Circle, said, “We have spent a decade building narratives that stand the test of time, proving that authentic storytelling is the only currency that matters. The market now demands an evolving level of strategic commitment — one that fuses creativity with intelligence. With Cavalry, we are scaling this philosophy, bringing the organisational rigour and data-driven PR science that define The Other Circle to a new frontier. We’re moving beyond the traditional PR playbook to become cultural engineers. Our mandate is clear: deploy data, deploy talent, and deploy influence to ensure our clients from actors to platforms don’t just participate in culture, they lead it. Cavalry is where meaningful stories go to win.”

Prathmesh Chavan, group head - entertainment, Cavalry, added, “Entertainment communication is failing if it’s only reactive. The modern audience is too smart for ‘only noise’. At Cavalry, we replace the scattergun or ‘spray and pray’ approach with consolidated strategic arsenal. This means rigorously integrating media strategy, digital IP, data analytics, and brand convergence into every campaign. We are dedicated to turning every launch, film, or artist debut into a structurally sound cultural event that generates sustained consumer interest and endures long after the opening weekend.”