Aarti
Bulsara
Director,
Hope & Glory PR
"
working with the likes of Lidl, B&Q, Subway, Sainsbury’s, and Greggs
Experienced comms pro, with over 17 years’ in the business working with the likes of Lidl, B&Q, Subway, Sainsbury’s, and Greggs. Aarti is a currently a Director at Hope & Glory following a 10-year stint at Good Relations.
Passionate about creative ideas that move the dial, her career highlights include issuing a memo prepping B&Q staff ahead of the release of the 50 Shades of Gray film (and subsequently sending the world’s media into a frenzy), helping biscuit lovers discover the correct way to eat a McVitie’s chocolate digestive (chocolate side down in case you’re wondering) and uniting megabands Steps and Blue to launch the cheesiest wedding band ever for Mini Cheddars.
q&a
Why did you sign up to be a judge for The Pros Awards 2025?
I had an amazing experience last year as judge, getting to see up close the outstanding work being done in the industry by BME Pros that’s truly not getting the kudos it deserves – proud to be able to play a part in making sure it doesn’t go unnoticed.
What Insta, LinkedIn or Tik Tok account should every comms pro follow and why?
Currently loving @mollybmcpherson on TikTok. Molly McPherson is a PR pro with tons of experience, especially in crisis communications. She breaks down PR wins and fails, often using pop culture examples, which makes it super engaging and gives us the inside spin on the stories everyone is talking about.
What was your favourite PR/comms campaign from 2024 and why?
I really loved the McDonald’s “Happy Meals Without Smiles” Campaign, where the smiles from Happy Meals disappeared to encourage children to express their emotions. A simple but really impactful visual idea which sparked conversations about mental health and raised awareness of the importance of emotional well-being in a way that felt real and authentic, and right for the brand.
As always, we’ve got a great DJ booked for The Pros Awards award ceremony in September – what’s your dancefloor-filler request?
‘Hey Ya! ‘ by OutKast is one that always gets me on my feet.