Nadiya is a powerhouse of creativity and strategy, blending her expertise as a TV producer, PR and Reputation Specialist, and Corporate Trainer into a career that’s anything but ordinary. With an impressive portfolio that includes stints at The Capital Maharaja Group, Leo Burnett, Atlas Axilla, MullenLowe, and Viral Media, she’s left her mark representing iconic brands like Meta, Samsung, Coca-Cola, and ITC Hotels.

Taking the PR game to the next level, Nadiya founded The RADICAL Agency, where the mantra is simple but bold: “Radical Content = Radical Results.” This dynamic agency is all about shaking things up with innovative solutions, strategic partnerships, and collaborations with digital creators from around the globe. Whether it’s crafting cutting-edge campaigns or redefining brand narratives, Nadiya and her team are on a mission to deliver results that truly make an impact.

What’s been the most radical project you’ve ever worked on at The RADICAL Agency?
When I first met the MD of a multinational company, B Braun at a Women’s Day event, she took a chance on me as an independent contractor, even though I didn’t have a company name at the time. Fast forward to today, after years of building a strong partnership centred around CSR, they recently won the Best Sustainability Project Award 2024 at the Best Corporate Citizen Sustainability Awards. It’s a great example of how consistency and collaboration can create a real, lasting impact.
 
What’s truly radical about The RADICAL Agency, is that we do not rely on traditional tactics, puff pieces or media gimmicks. When you sign with us, we work on building your community in an authentic and impactful way. Last year we had the privilege of working with the Ministry of Crab, Havelock City Mall, Appé Lanka, Gusta, Lihini Seafoods and Finagle to name a few. Providing them access to strategic partnerships, key opinion leaders, international and local content creators, online strategy and high-quality video content.
 
Crisis management sounds intense—what’s the most unusual “crisis” you’ve had to solve?
In my career as a publicist working for network agencies, I’ve had to manage incidents ranging from workplace negligence, and product issues to pollution etc., I’ve even had moments where my name was mistakenly quoted as the company spokesperson in a news article when I was simply issuing a statement. There have also been times I’ve had to be on-site for days, delivering tough news to clients. These were intense moments that shaped my approach.
 
At RADICAL, we aim to work with vetted, like-minded clients who value sustainability, invest in their teams and communities and via a comprehensive risk audit, plan for crisis to avoid crisis.
 
How do you keep conversations impactful yet fun when facilitating them?
I always kick off conversations by genuinely wanting to learn about the business—understanding market conditions, sales wins, or challenges. This I consider ‘fun’ for both parties. It’s also important to understand that your client–partners are navigating life just like you. So, checking in on them is equally important to build meaningful relationships. 
 
If you had to pick, what’s your favourite aspect of being a PR and reputation specialist?
The flexibility. 
At RADICAL, we all work flexible hours. We don’t buy into the 9-5 grind or a traditional office setup. We travel across Sri Lanka, work with amazing content creators, and tell important stories. My teammate Silindu for example is a successful theatre actress who works both here and abroad. She is currently readying for the launch of her music career. She is also the Lead of Partnerships for RADICAL. We encourage work that is not singular.  
 
As a television producer, what’s the most memorable on-set experience you’ve had?
Looking back, my time in television was incredibly memorable. I had the opportunity to work on major franchised shows like Who Wants to Be a Millionaire, see my name in the credits, lead teams that were often much older than me, and spend my 20s doing what I loved. Although being a television producer wasn’t a sustainable long-term career for me, I see it as the foundation that paved the way for me to become an entrepreneur, and a publicist, and take on whatever challenge I set my mind to.
 
What’s your secret to staying creative while juggling so many roles?
Creativity doesn’t come to me naturally; I have to actively work at it. I stay writing, learning, and surrounding myself with creative people. Giving myself a creative project throughout the year with actionable goals helps me stay on track.
 
Content creation can be challenging—what inspires you to keep innovating?
I work with a group of amazing young creators, designers, and collaborators who can take an idea and hit the ground running. Our long-time collaborator, Vikkra Media has also helped us thrive and above all provide content that is incredibly high quality.
 
At RADICAL, we trend-forecast. By immersing ourselves in popular culture and staying tuned to the pulse of the zeitgeist we understand what consumers want to see on their FYP. 
 
If you could write a book tomorrow, what would its title be and why?
Partnerships, Partnerships, Partnerships. It would be about seeing every relationship in your life, whether personal or work, as a collaboration, where both parties reach their highest potential, learn from each other, and know when it’s time to move on. 
 
What’s one talent you have that people might find surprising?
Although not very domestic, I’m a pretty good cook who believes good butter is always better!
 

Personal Insights

If you weren’t in PR, reputation management, or TV, what would you be doing instead?
I would work with animals.
 
What’s one piece of advice you’d give to your younger self starting out in this field?
Careers don’t have to look the same for everyone. A job is not what makes you who you are.   
 
What’s your go-to method for staying calm under pressure during high-stakes situations?
Breathwork and TikTok.
 

 
Fun and Quirky

If The RADICAL Agency had a mascot, what would it be and what would you name it?
If The RADICAL Agency had a mascot, it would be all of my cats. Luna is spontaneous, Es (named after the brilliant Es Devlin) is meticulous, Midnight is the adventurous one, and Robert is the deep, sensitive one. They each embody the qualities of great publicists.
 
What’s the funniest or most unexpected thing that’s happened during a client meeting?
I once ended up signing a medical account during a social conversation at a fashion event. It was completely unexpected, but it worked. 
 
If you could pick any celebrity to endorse your work, who would it be and why?
As a publicist I consider it a real win when brands/productsare endorsed by the people who use them. RADICAL is no different. A glowing referral is more credible than any celebrity endorsement.