Nikita Sachev Lord - founder and CEO of Luna PR. (Image: Provided)What began as a communications firm in Dubai focused on emerging tech has grown into a global agency that works to influence how blockchain and related technologies are discussed and understood.
Since its establishment in Dubai, Luna PR has emerged as one of the most influential communications firms in the blockchain and emerging-technology ecosystem. Founded to professionalize storytelling around decentralized innovation, the agency has played a formative role in elevating how Web3 projects communicate credibility, regulation, and real-world impact. Under the leadership of Nikita Sachdev, Luna PR built a bridge between complex technological narratives and mainstream audiences at a time when the industry was seeking maturity and legitimacy.
Over the past few years, Luna PR has expanded into a global agency network, with offices and partners across Dubai, London and New York, serving more than 750+ clients worldwide, according to the company. Its work spans Web3 and capital markets, elevating disruptive brands across sectors including blockchain, AI, fintech, robotics and digital assets—sectors where effective communication increasingly determines market traction and investor confidence. As Web3 regulation and institutional adoption accelerate, Luna PR’s experience has positioned it as a strategic ally for companies seeking clarity, visibility, and compliance-aligned reputation management.
Behind this growth is Nikita Sachdev, a media entrepreneur who transformed her early career in broadcasting into a communications venture defining the contours of tech PR in the Middle East and beyond. Her approach blends strategic discipline with accessibility, translating technical complexity into relatable narratives that shape both public perception and investor dialogue. In this exclusive interview, Sachdev shares her journey, leadership philosophy, and insights on how storytelling continues to shape the evolution of blockchain and emerging-tech communications.
Q. Nikita, you’ve built Luna PR into one of the most recognized PR firms in the Web3 and blockchain space. Can you share a bit about your personal journey and what inspired you to launch Luna PR? How did it all start?
My journey into Web3 has been anything but conventional. I studied Chemistry and Business, but my first venture was actually in media when I launched a talent and production agency in Singapore. That became my entry point into the crypto space when I started working with Huobi (now HTX) in 2017, hosting and interviewing some of the earliest blockchain pioneers. Around this time, I also invested in Bitcoin and quickly realized its potential to transform the world.
Back then, PR and marketing in crypto looked very different. If a project wanted visibility, the options were limited. Mainstream media wasn’t ready to cover crypto, in fact, if you made headlines, it was often for the wrong reasons, tied to regulation or skepticism. Many founders stayed anonymous to avoid scrutiny, so much of the storytelling was left to the communities themselves.
I saw a gap. Brilliant founders and groundbreaking projects were building the future of finance and technology, but their stories weren’t being told in a credible, relatable way. That realization became the seed for Luna PR. When I founded the agency in Dubai in 2020, the vision was simple: to bridge the world of emerging tech with narratives that resonate globally. Within just two years, Luna PR was generating over $10 million in annual revenue, proof of both the demand and the power of effective storytelling in this space.
Q. Could you say that Luna PR is more than just a typical PR firm? Have you helped launch companies and projects?
Luna PR has always been more than a traditional PR agency. We’re a strategic partner to Web3 and emerging tech companies. Many of our 750+ clients, including publicly listed firms, started with us as early-stage projects. We’ve helped refine their positioning, build compelling narratives, and open doors to global visibility and partnerships. With an 85-person team across New York, Dubai, London, and Singapore, and strong relationships with leading financial institutions, we combine deep PR expertise with true industry insight to help brands establish credibility and scale in competitive markets.
Q. Could you share a few success stories where Luna PR has significantly elevated the visibility of a blockchain or crypto brand?
We’ve worked with clients ranging from ambitious startups to global institutions, and what I’m most proud of is that our work doesn’t just generate headlines, it builds credibility and long-term positioning.
Take Oobit, a payment platform, raised $25 million in a round led by Tether. We designed a PR and marketing strategy that positioned them as a category leader in crypto payments. Beyond securing top-tier coverage in Reuters, Coindesk, Yahoo Finance, and TheBlock, we drove community growth, token adoption, and app downloads. Another strong example is OilXCoin, a real-world asset project in the oil and gas industry. Through consistent messaging and global media coverage we cemented their voice in the RWA conversation.
Another example is CertiK, where we elevated their share of voice in security conversations across global media. By highlighting their role as a trusted auditor, we helped cement their authority in blockchain risk and compliance with a launch event in Ras a Khaimah.
We also supported Somnia, introducing NBA Champion Tristan Thompson to the project and Herman Narula and launching their podcast series, giving the brand cultural resonance and new audience reach.
Even with projects that have since evolved, like Sui, we successfully managed their UAE market entry. The PR strategy around their office opening positioned them as a global player expanding into the region, showcasing presence and credibility at a critical growth stage.
Q. Luna PR has become a global name in blockchain, crypto, and emerging tech PR. What differentiates Luna PR from traditional PR agencies?
At Luna PR, we’ve learned that traditional PR doesn’t always translate in fast moving industries like Web3. This industry needs a different language, one that simplifies tech without losing its essence, and connects directly with both crypto-native communities and the layman.
What sets us apart is that our work goes far beyond media clippings, PR has always been at the core of what we do, but our approach is dual. We combine strategic advice, deep Web3 knowledge, and an unmatched global network to help clients form powerful partnerships, expand into new markets, and establish long-term positioning. This balance is what allows us to help clients from startups to public companies break out of their niche and gain credibility.
Q. How do you see your role, as an agency founder, in shaping narratives for companies that are often misunderstood or still building awareness in emerging technologies?
As a founder, I see myself as the bridge between the masses and the technical world of Web3. Emerging technologies can be intimidating or misunderstood, and my responsibility is to make them accessible. Through Luna PR and my own social media presence, I focus on simplifying complex concepts in tech and finance, so people feel empowered to use them. My role is not just to explain how these innovations work, but to show why they matter, building trust with users, regulators, and institutions alike.
Q. From your vantage point, how has the blockchain and Web3 ecosystem evolved since Luna PR was founded?
Back in 2017, the industry was at its first real inflection point. Bitcoin hit new highs, the ICO boom was everywhere, and exchanges like Binance were just emerging. Today, the industry has matured into a regulated asset class. The approval of spot Bitcoin ETFs, the rollout of licensing frameworks, and the entry of global institutions have transformed blockchain from a fringe experiment into part of the global financial system. Journalists who once ignored crypto now treat serious projects with the same rigor as traditional finance. And now, we’re seeing the next stage of maturity: companies that once relied solely on token launches are beginning to explore IPOs and more traditional financial structures.
Q. What trends in blockchain and Web3 excite you the most right now—be it tokenization, real-world assets, AI integration, or something else?
One of the most exciting trends is the tokenization of real-world assets. We’re entering an era where things like real estate, commodities, or even fine art can be fractionalized and traded as easily as digital tokens. This democratizes access to opportunities that were once reserved for institutions or the ultra-wealthy, and it has the potential to redefine global finance.
At the same time, the rise of Bitcoin treasuries and the way public companies are integrating digital assets into their balance sheets. It signals a shift from crypto being seen as speculative to being recognized as a strategic reserve and an institutional-grade asset class.
Q. What’s your leadership philosophy when it comes to running Luna PR and building a team that understands such a fast-moving industry?
Leadership isn’t about titles, it’s about creating an environment where people feel empowered to grow alongside the industry. I’m always drawn to people who are curious and hungry to learn, because in Web3, adaptability matters more than being an “expert” from the get go. This industry moves fast, and my role as a leader is to inspire the team to see where the industry is headed, think bigger than their job description, and seize opportunities with confidence. When you nurture that kind of mindset, you don’t just build strong teams, you build the next generation of leaders.
Q. If you could give one piece of advice to other entrepreneurs building companies in emerging industries, what would it be?
Don’t cut corners on the things that matter most, such as investing in good talent and the individuals that will help your company grow. Also, be selective. Early in my journey, I took on projects I knew weren’t the right fit. Today, I focus on clients aligned with our vision.
Q. Finally, you're famously known to be tireless and always full of energy, where does that driving force come from? If you could describe the legacy you want Luna PR—and yourself—to leave in this industry, what would it be?
I grew up with parents who embodied resilience and ambition. My father built a career leading global companies, and my mother raised three daughters with strength and determination despite early challenges. Their journeys taught me that obstacles aren’t barriers, they’re fuel. That perspective drives everything I do.
I also run the Luna Foundation, which focuses on educating girls in underserved communities. That work gives me perspective on what really matters.
As for legacy, I want Luna PR to be more than an agency. We stand as a bridge between innovation and mainstream adoption, making emerging technologies accessible, relatable, and transformative.
As the blockchain and Web3 landscape matures, Nikita Sachdev continues to redefine what it means to lead with purpose, creativity, and conviction. Her work through Luna PR not only amplifies the voices of innovators shaping the decentralized future but also underscores the importance of trust, education, and authentic communication in driving mainstream adoption.
From Dubai to the world, Sachdev’s journey is a testament to the power of vision and resilience in an ever-evolving industry. As she looks ahead to the next chapter of Web3’s growth, one thing is certain: Luna PR will remain at the forefront, connecting technology with humanity and turning innovation into inspiration.
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