Sunny Chawla Takes Us Inside a World Where Exclusivity Inspires Longing
There is a certain fantasy surrounding a career in public relations. This isn’t a new phenomenon. In fact, our obsession with PR jobs can be traced back to the glamorous Samantha Jones on HBO’s Sex and the City (1998–2004).
Product launches, event launches, guest lists for the hottest spots in town whether they are rooftop bars, snazzy restaurants, the latest nightclubs, or even exclusive resorts provide an undeniable allure.
This sort of daydreaming has only been aided by the rise of social media. Before, if you were in the know... you knew. Exclusivity is a rank that everyone chases, and the PR executives are the ones who hold the keys.
Masala had the pleasure of meeting one such key-master: Sunny Chawla, who is the Area Director of Public Relations and Communications for Anantara Hotels and Resorts in Thailand.
I met Sunny on a balmy Monday morning at Anantara Siam Bangkok. There was a slight breeze to match the overcast sky, but it did nothing to abate the persistent humidity.
With a bright introduction, he led me through the polished halls of the Anantara Siam towards an unveiling of sorts. A pool villa in the city centre is practically unheard of, but as Sunny tapped the keycard to step into one of Anantara Siam’s five pool villas, I felt it. The same allure surrounding the glamorous world of exclusivity.
It was the perfect setting (and a nod to the trend of craftsmanship and heritage in today’s luxury marketing environment that he and I briefly discussed) for a conversation with the man of the moment as we delve into his journey, his incredible chapter in Dubai, and how, “After more than a decade, I knew it was time to come home, to be closer to family and build a life with deeper roots where it all began.”
Tell us a little bit about your journey.
I began my career with an internship in the public relations department of a hotel and quickly caught the hospitality bug.
That bug developed into a passion, and it was this passion which led me to Switzerland, where I pursued my postgraduate studies in hospitality before embarking on a career that took me across Doha, Bangkok, and ultimately Dubai.
Interestingly, although I began this journey with a PR internship, my start came in hotel operations and F&B before I transitioned into what I had always wanted to do: public relations.
In Dubai, I built my career across both in-house PR for hotels and agency life. With agencies, I was working with hospitality, beauty, F&B, and fashion brands.
Prior to leaving Dubai, I was leading hospitality clients as a PR Director at an agency.
It was this journey that brought me to Bangkok, where I oversee PR across multiple hotels and resorts for the Anantara brand in Thailand.
Looking back, it has certainly been a journey of hard work, resilience, and many lessons, but it has also been a journey with incredible experiences, global experiences, and unforgettable moments that have had a hand in shaping who I am today.
You’ve worked with several well-known brands over the years. What were some of the more surprising things about the industry you learned during that time?
Working across a variety of brands and industries has been incredibly rewarding.
One of the most fascinating things about PR is how interconnected the different sectors truly are. The fundamentals of storytelling, relationship-building, and brand positioning remain universal.
The most valuable lesson I’ve learned is that once you understand the inner workings of PR, those skills become highly transferrable across industries.
How do PR and Communications differ when applied to hotels and resorts versus other luxury products?
I think there used to be more of a distinction between industries, but today, the luxury world is becoming analogous.
Hospitality, fashion, beauty, and F&B are no longer operating in silos. We are seeing more collaborations than ever before, with brands naturally crossing into one another’s worlds.
Ultimately, it boils down to the fact they are all striving for the same things: visibility, brand growth, cultural relevance, and business success. It is this singularity which makes PR such a transferrable skill.
Would you say the industry has changed since you first began working in PR?
The industry has evolved tremendously, particularly with the rapid pace of digital transformation.
From the rise of social media to the growing influence of AI, PR today looks very different from what it once was.
It has been especially interesting to see AI enter the space and the efficiencies it can bring. However, one thing technology still cannot replicate or replace is genuine human connection.
In PR, our network is often what makes us or breaks us. Relationships, trust, and credibility are everything. Despite all the changes shaping our industry, meaningful human connection remains at the very heart of what we do.
In your opinion, what makes a brand truly memorable?
For me, a truly memorable brand is one that remains authentic to its philosophy while still evolving alongside changing times and consumer expectations.
It is a delicate balance to maintain, but the brands that do it successfully are often the ones that stand the test of time.
You’ve spent a significant part of your career in Dubai. What are some differences in how the industry works there compared to Thailand? Are there any cultural or lifestyle differences that you have noticed or adopted?
There is definitely a stark difference between the two places, but I would say they each have their own intensity which manifests in distinct ways.
Dubai is incredibly fast-paced and ambitious, while Bangkok has its own unique rhythm and energy.
I don’t think one is better or worse than the other, but rather, they are simply too dissimilar for a fair comparison.
Though I have really embraced the lifestyle changes that come with being back in Bangkok, Dubai gave me an incredible chapter both personally and professionally across multiple industries in the 11 years I have been there.
I still hold a deep appreciation for the people, experiences, and life I built in Dubai. It will always feel like an important era of my journey.
What is the most rewarding part of your job that people might not see?
One part that people do not always see, but that I am incredibly proud of, is mentoring and developing the next generation of PR professionals.
Beyond campaigns, events, and media visibility, there is a great deal of time I spend guiding young talent, helping them build confidence, navigate the industry, and ultimately find their own path.
I was fortunate enough to have people invest in me throughout my career, and being able to pay that forward is one of the most rewarding aspects of what I do.
What is one challenge that taught you the most about yourself and what are you still learning?
I think we all face challenges on a daily basis. It comes both with work and with personal growth.
I also strongly believe that we never stop learning. The moment we stop seeking new experiences, perspectives, and skills, we limit our ability to evolve — both personally and professionally.
For me, growth comes from continuously challenging yourself and remaining open to learning at every stage of your career.
Do you believe a person’s identity has the ability to impact how they navigate this industry?
Yes, I do believe personality can influence how you navigate, grow, and ultimately succeed in this industry.
PR requires a certain level of resilience, ambition, and adaptability.
Passion and drive are essential, but so is being naturally curious, personable, and having a willingness to put yourself out there.
In an industry built on relationships, having an outgoing nature and a genuine ability to connect with people can go a long way.
What responsibility do you believe a brand has regarding inclusivity and authenticity?
I do believe a certain threshold of exclusivity remains important, especially within the luxury sector.
On a personal level, I think there is something meaningful about aspiring to experiences, products, or achievements. Working hard towards them can make finally attaining them feel all the more rewarding.
Exclusivity, when approached thoughtfully, can create aspiration and emotional value.
That said, I also think the industry has evolved in a very positive way. Luxury brands are placing far greater emphasis on inclusivity, authenticity, and creating genuine connections with wider audiences.
The balance lies in remaining accessible in spirit, while still maintaining an element of exclusivity that preserves desirability and keeps people inspired to want more.
In such a fast-paced industry, how do you find ways to unplug and recharge?
When I really need to recharge, my favourite escape is planning a holiday to a beautiful island or exciting city.
For me, a few days of sunshine, great food, cocktails, and time spent with friends or family is the perfect reset.
I have always loved having trips to look forward to, and I already have a couple lined up for this year.
Favourite way to spend a completely free day?
I have quite a few things I enjoy, but my ideal free day is usually a mix of wellness, entertainment, and a little indulgence.
I love starting with a gym class or a training session, but I am equally happy spending hours binge-watching a great TV series from the comfort of my bed.
Beyond that, I enjoy exploring the latest collections from some of my favourite brands, window shopping (saving the real splurging for travel), planning future holidays, and ending the day with a great martini.
For me, travel has always been one of life’s greatest pleasures, so even planning the next trip feels exciting.
What are you most excited about next?
I am incredibly elated about the work ahead with Anantara and the wider team.
We have so many exciting developments in the pipeline, particularly at Anantara Siam, from major renovations and exciting restaurant pop-ups to brand collaborations.
Outside of upcoming projects, it is simply exciting to be part of a brand that continues to grow globally.
As someone now based back in Thailand, it is especially meaningful to see a homegrown brand like Anantara taking centre stage on the global hospitality map while proudly showcasing Thai hospitality to the world.