Kawser Mahmud, a veteran journalist, communication specialist, and accomplished entrepreneur, discusses current corporate communication trends, his path to success, and his game-changing philosophy of discipline.
Given your diverse roles as a journalist, communication specialist, and entrepreneur, what common thread do you believe unites these experiences?
The common thread that ties my experiences together is a commitment to impactful storytelling and meaningful communication. Whether as a journalist uncovering stories that need to be heard, a communication specialist designing strategies that influence public perception, or an entrepreneur creating solutions that address real-world needs, my goal has always been to foster understanding and drive positive change.
Each role has taught me unique lessons. Journalism gave me investigative rigour and an appreciation for accuracy, communication strategy honed my ability to frame messages effectively, and entrepreneurship has given me resilience and an orientation towards solutions. Together, these experiences have shaped a holistic approach to my work, where I strive not only to inform but to engage and inspire.
As a core team member who played a pivotal role in transforming broadcast journalism, how do you view the current state of news presentation?
I began my media journey in print journalism, where a vibrant landscape and mentorship from talented seniors gave me a strong foundation in storytelling with purpose and integrity. In 2000, I transitioned to television as part of the pioneering team at Ekushey Television (ETV), working under the leadership of veteran British journalist Simon Dring. Combining local expertise with international perspectives, we introduced innovative techniques and revolutionary presentation styles, transforming broadcast journalism in Bangladesh.
ETV’s success set a new standard, blending creativity, technology, and a people-centered approach to news. Audiences responded with overwhelming appreciation because they could see their stories reflected on screen. Soon, many private channels followed this legacy, adopting updated technology and incorporating aspects of our format.
However, over the years, I’ve observed a decline in journalistic standards. While the number of channels and broadcasters has increased, many focus on a routine format centred on politics, often at the expense of real human stories. When the media loses sight of people’s problems, it risks losing its audience’s trust and connection.
Today, social media is changing the landscape, grabbing a lot of attention. However, I believe traditional media still holds an unmatched power to reach people’s hearts. With the right approach, we still have the opportunity to serve as a platform for meaningful stories that truly impact lives.
Founder and CCO
Karuj Communications
Photograph by Shihab Mohammad
As a communication specialist, how do you assess the evolution of mass communication practices in Bangladesh?
The communications landscape in Bangladesh has changed drastically with the rise of mobile connectivity and social media. Almost everyone is now connected, giving them freedom of access and expression. In this context, our focus should be on connecting with people in the simplest, most effective ways, not just informing but influencing meaningfully.
However, many stakeholders still rely on traditional, top-down methods, overlooking the power of data-driven communication. In today’s world, targeted, data-informed strategies are crucial. We can’t just broadcast widely and hope to reach everyone; we need precision to connect with the right audiences. Unfortunately, many industries are still rooted in conventional advertising rather than embracing digital, interactive experiences.
Many gatekeepers and top management are not familiar with modern digital tools for spreading their message or executing aggressive marketing strategies. As a result, when young field forces propose new initiatives, they are often ignored, leaving a gap between the generations. This lack of digital knowledge and modern communication skills creates challenges. To move forward, sectors must recognise the full potential of modern communication tools and invest in educating their teams to effectively leverage these resources.
How did you embark on your entrepreneurial journey with Karuj Communications, and what have been some of the major milestones along the way?
My entrepreneurial journey was shaped by a pivotal fellowship I completed in 2004 at RNTC in the Netherlands. The program, titled ‘Facts and Formats – Creative Ways to Inform People’, was ahead of its time, introducing concepts like dynamic video formats that have now become commonplace. Undertaking the fellowship was an experience that significantly broadened my understanding of communication strategies. More importantly, this foundation gave me the confidence to apply my knowledge in corporate communication leading me to establish Karuj Communications.
Two corporate communication projects, one for a confectionery company and another for a pharmaceutical firm, set the stage for my entrepreneurial journey. Their success led Karuj Communications to long-term partnerships with MNCs, NGOs, and INGOs. Over the years, Karuj Communications has worked with notable organisations like ADB, the UN, BGMEA, BRAC, and Transcom, among others. Karuj Communications carved a niche in industrial communication early on. We were the only company exclusively offering corporate communications and developing creative explainers for major stakeholders. While such tasks were once relegated to basic PowerPoint slides, we pioneered a more sophisticated approach traversing to digital campaigns, policy advocacy, compliance reporting, CSR initiatives, and reputation management to name a few.
Karuj Communication’s primary strength lies in uncovering insights that tell compelling corporate stories, which is vital as industries increasingly rely on communication to drive growth. Today, we are championing the narrative of Bangladesh’s development, leveraging data-driven approaches to highlight progress and potential.
Above all, discipline is indispensable. In an industry that heavily relies on creative professionals, those who are often perceived as undisciplined, it is imperative to foster a culture of structure and accountability. This can set you apart.
To aspiring entrepreneurs, what would you say are the core fundamentals of the communication business?
Communication entrepreneurship requires the basics. You should get a trade license, a room, and a table, and offer a small service for a small fee. If you can replicate the service, deliver it consistently and turn it into a recurring business, you have yourself a model with the ability to retain clients and scale.
Now, to sustain and grow, you need experience, networking, and communication. Experience is what you should already have before beginning your venture, and if you’re lacking in experience, work under someone’s mentorship for some time. Through experience, you grow your network. Get to know the right people and get the right people to notice you. Finally, strong communication, both verbal and written, is essential to build and maintain relationships.
Some say capital is critical, but I believe it plays a secondary role in communication entrepreneurship. The ability to articulate your value and understand client needs outweighs reliance on financial resources.
Above all, discipline is indispensable. In an industry that heavily relies on creative professionals, those who are often perceived as undisciplined, it is imperative to foster a culture of structure and accountability. This can set you apart. Simple habits like responding promptly to emails, following through on commitments, and respecting deadlines can make a significant difference. At Karuj Communications, this disciplined approach has been a cornerstone of our success, enabling us to collaborate with clients globally, from Dubai to North America.
Finally, continuous learning is non-negotiable. Hone your skills, embrace new knowledge, and remain adaptable. As I often say, you need to learn before you earn.
