I am a PhD candidate in the Department of Media at the University of Adelaide, where my research explores risk and crisis communication in India and Australia through a comparative cultural lens. Having lived and worked in both countries, I have been intrigued by the nuanced differences in how brands communicate across cultures, particularly in high-stakes situations. This curiosity led me to pursue research that bridges my professional background with the academic interests I cultivated during my master’s.My research brings together several areas I am deeply passionate about: cross-cultural communication, media, marketing, risk and crisis communication, public relations, and consumer behaviour. I am particularly interested in how global communication strategies adapt to local cultural expectations, values, and social contexts, especially in times of uncertainty or public scrutiny. Through this work, I aim to contribute insights that help organisations communicate more effectively and ethically across cultural boundaries.