South Asia PR Consultancies of the Year 2024

2024 South Asia PR Consultancies of the Year

The 2024 Asia-Pacific PR Consultancies of the Year are the result of an exhaustive research process involving more than 100 submissions and meetings with the best PR firms across the region.

Consultancy of the Year winners are announced and honoured at the 2024 Asia-Pacific SABRE Awards, taking place in Singapore on 19 September. Analysis of all Finalists and Winners can be accessed via the navigation menu or below:

Finalists

Adfactors (Independent)

Backstory

Founded in 1997, Adfactors today occupies a unique position in India’s PR market, where it serves as the undisputed market leader — more than three times as big as its nearest rival. The firm’s focus on corporate and financial, along with newer clients in startup technologies, ensures it is rarely far from the key issues that matter, and a relentless entrepreneurial drive has ensured it continues to record double-digit growth on an annual basis. Key practices include reputation, issues and crises, media relations, financial communications and public affairs — while the firm’s sectoral strengths encompass financial services, new economy and fintech, pharma/healthcare, energy/resources, mobility and technology.

Locations

There are 1,430 people across India, Sri Lanka and Singapore.

Performance

Adfactors grew 12% in 2023 to more than $58m, powered by new business from Sony India, Volkswagen, Amazon, Mankind Pharma, Angel One, Wow Skin Science, Global Fintech Fest and Eveready India Industries. They join an existing roster that features major mandates from India’s biggest conglomerates and corporates, including Tata, Mahindra, Birla, State Bank of India and Larsen & Toubro, along with such MNCs as Bank of America, Schneider Electric, Vodafone, Uber and Bain Capital. Of note, a quarter of Adfactors clients now come from the internet economy.

People & Culture

Co-founders Madan Bahal and Rajesh Chaturvedi remain the driving forces behind Adfactors, supported by a leadership team that includes CEO Nijay Nair, executive directors Pradeep Raje and Nikhil Dey, and directors Arwa Husain and Manoj Warrier. Adfactors’ learning and development investment would probably put much bigger international networks to shame, including student scholarships, and extensive training in AI and creativity, innovation, client and team engagement. The firm’s millennial board helps set broader policy, and Adfactors has been focused on DEI training since 2019.

Thought Leadership & Work

Adfactors remains as restlessly innovative as it ever was, establishing voluntary new business teams, reimaging the value proposition for each practice and launching new offerings focused on anticipating the future. Campaign highlights included supporting Air India Express’ merger with AirAsia India, launching a major new collection for Tanishq, and further initiatives for Spinny and DBS Bank.

— Paul Holmes

Avian WE (WE Communications)

Backstory

Avian WE’s progress since its acquisition by global PR firm WE Communications in 2018 represents an ideal example of how the right deal can work to everyone’s benefit. Avian turned WE into one of South Asia’s leading players, while at the same time getting the kind of global network it has long craved. Indeed Avian now plays a leading role in terms of WE’s regional presence, with Avian CEO Nitin Mantri elevated to Asia-Pacific MD earlier this year. In India, the firm continues to progress in impressive fashion, thanks to strength across corporate reputation and brand purpose, public policy/advocacy (via its Chase unit), data/analytics, issues/crisis management, and digital, content and creativity.

Locations

There are 470 people across Delhi, Mumbai, Bangalore, Chennai, Hyderabad and Pune, while Avian also operates a nationwide affiliate network that covers 100 cities in 28 states.

Performance

Avian WE grew by 10% in 2023 to more than $13m, solidifying its status as one of India’s biggest PR firms. There was specific expansion in corporate reputation and crisis, social impact, insights/analytics and public policy/advocacy. New business included major wins of LG Electronics, Cognizant and Amazon, along with Castrol, HCL Technologies, Invest Karnataka, CDRI, Aga Khan Foundation, L’Oreal, Ministry of External Affairs and G20. They join an existing client roster that features Amazon, Deloitte, ITC, Fortis, Sony TV, Reckitt, Peak XV, McDonald’s, Bharat Pe and Nathealth. With 60 people, Chase is probably the country’s largest public affairs firm, working at the intersection of industry and policy for such clients as LinkedIn, Microsoft, Airbnb and YouTube.

People & Culture

Mantri’s leadership team includes India MD Neha Mehrotra and Chase Asia-Pacific MD Manash Neog, while Girish Huria serves as Asia-Pacific head of growth and founder Nikhil Khanna remains in place as executive chair. While Avian WE’s business performance is impressive, it is the firm’s unique focus on people that probably deserves most praise — including specific initiatives focused on employee wellbeing (including inclusive health insurance for LGBTQI team members and same sex partners), work/life balance, cultural ambassadors and professional development. Avian also remains one of India’s highest-profile agency supporters of D&I and social impact initiatives, with pay equity across gender, strong female representation at board level, a book that addresses unconscious bias around gender and sexuality, and continued support for the Rainbow Lit Fest. Last year, the firm also launched a junior analysts programme that provides work-from-home data analytics jobs to talented youth in small Indian towns, providing training, resources and an avenue to full-time employment.

Thought Leadership & Work

The firm’s commitment to thought leadership remains strong, demonstrated not only by the ‘Consciously Speaking’ book, but by numerous reports focusing on public policy, healthcare, and AI, along with specific involvement in such initiatives as India’s G20 presidency, the Civil 20 Gender Equality Group and WE’s Brands in Motion research. There was plenty of SABRE recognition for Avian WE’s campaign work, notably for McDonald’s EatQual Colours campaign, Durex and Maruti Suzuki.

— Arun Sudhaman

Edelman (DJE Holdings)

Backstory

Edelman has been one of the leading international PR firms in India for more than a decade, but has been a notable absentee from this list in recent years — after the loss of its key Tata mandate presaged a period of steady rebuilding. The firm’s 2023 performance, and the sustained quality of its creative work, suggest that those concerns have been firmly put to rest — thanks to an operation that brings considerable depth across consumer and corporate, supported by a flair for tackling provocative issues.

Locations

There are 288 people across offices in Bangalore, Chennai, Delhi, Hyderabad and Mumbai.

Performance

Edelman India expanded revenue by 18% in 2023, making it the firm’s second fastest-growing Asia-Pacific market, well ahead regional growth of 1.7%. Underpinning this performance was new business from Alcon, Roche, Embecta, Khaitan & Co, Lululemon, Thermax, Jefferies and Pure Storage, along with organic growth from such key clients as Unilever, DP World, Swiggy, Rockefeller Foundation, Starbucks, Ajinomoto and Mubadala.

People & Culture

India MD Rakesh Thukral also serves as the firm’s regional COO, and is supported by a national leadership team that features COO Bhavna Jagtiani. In 2023, the firm strengthened its employee network groups, adding a stronger focus on interfaith and support for disabilities, chronic illness and neurodivergence. The firm’s commitment to responsible citizenship includes funding of $100k in grants to nonprofits along with numerous DEI and mental wellness initiatives.

Thought Leadership & Work

Edelman’s Trust Barometer remains the standard by which all agency thought leadership efforts are judged, while there are also special reports on such areas as health, business and racial justice, brand, employees/work and climate. Unsurprisingly, there has been a significant focus on AI in recent years, including training and a dedicated task force. India is the source for some of Edelman’s finest campaign work of recent years, including Starbucks #ItStartsWithYourName and KFC Speak Sign.

— Arun Sudhaman

MSL India (Publicis Groupe)

Backstory

It has been 25 years since MSL India was founded in the country as Hanmer, but the current operation bears little resemblance to those humble origins. With 500 people working across five brands, including MSL’s full-service flagship brand, 20:20’s technology specialist, PCA’s consumer tech and startup-focused business, and Organic’s digital offering, the combined offering is one of the top three in the market, and probably now the largest of the global brands operating in India. In particular, MSL is a market leader when it comes to handling integrated mandates, digital (now numbering 100 people) assignments and public affairs, for a client base that covers corporate reputation and consumer engagement.

Locations

There are metro offices in Mumbai, Delhi, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune and Kolkata, along with 12 further smaller city offices, giving MSL one of the biggest wholly-owned footprints in the country.

Performance

MSL grew by around 11% in 2022 to an estimated $14.5m, powered by strong returns from its integrated communications and digital/social media practices, and underpinned by a model that has seen increasing revenues from specific products. Key wins included Pernod Ricard, IKEA, Airtel, Mahindra Life Spaces, Singapore Tourism Board, Changi Airport, Adidas, Skyscanner, Nivea, Apollo Hospitals, Duolingo and Siemens — joining an existing client roster that features long-term relationships with Netflix, Dell, Gates Foundation, Panasonic, Almond Board of California, Amazon/AWS/Audible, Skoda, OnePlus, Royal Enfield, Dream and Mastercard.

People & Culture

Under the leadership of Amit Misra, MSL has placed increased emphasis on its core values—courage, character and creativity—and on three strategic pillars: colleagues, clients and campaigns. 2.5% of revenue is invested in HR/talent initiatives, most notably in a string of programmes that have helped develop a vibrant and inclusive staff culture. These include several learning and development programs, specific initiatives focused on staff culture and inclusion, mental/physical wellness support across a range of areas, and DEI efforts that include women’s wellness, Pride support and VivaWomen. 45% of the leadership team is female, along with 80% of college hires. Misra continues to enjoy the support of a strong and stable leadership team including 20:20 and PCA managing director Viju George; strategy MD Parveez Modak; Organic MD Tushar Bajaj; and, chief client officer Schubert Fernandes.

Thought Leadership & Work

MSL’s thought leadership offering is one of the market’s strongest, including a series of new products and services that aim to keep pace with changing stakeholder needs, across such areas as leadership comms and employee engagement. There are also a range of products that have helped spur revenue growth, including Magnify on data insights, Magnet on multimedia content, and Mojo on influencer engagement. The firm’s Cockpit intelligence reports, furthermore, delve into consumer and corporate transformation, while there are specific reports focused on content trends and Paralympics. Campaign highlights included SABRE nominated work for Gates Foundation, Skoda, Tinder and Tourism Australia.

— Arun Sudhaman

On Purpose (Independent)

Backstory

Founded by former Ketchum and Avian executive Girish Balachandran in 2017, On Purpose is hardly India’s biggest firm, but it may be its most progressive — thanks to a keen focus on social change. That is reflected in the four portfolio areas that the firm maps against UN Sustainable Development goals, namely — climate action, public health, education and gender equality. That positioning has been further refined in recent times towards representing marginalised voices from the Global South, which is reflected in much of the work On Purpose does across social impact, alternative energy, sustainability and development, for both NGOs and corporates.

Locations

On Purpose employs more than 70 people across Delhi, Bengaluru and Mumbai, but its increasingly regional focus includes affiliates and partners across South Asia and beyond.

Performance

On Purpose crossed the $1m milestone in 2023, after 82% average growth over the past six years, including 63% revenue expansion last year. That was powered by 30 new clients, including Brookefield Asset Management (ESG advisory), McKinsey (content), International School of Development Management (PR), Women's Entrepreneurship Platform (social media), and Plan India/Reckitt (social media). Key existing clients include the Global Energy Alliance for People and Planet, USAID’s South Asia Regional Energy Partnership, Max Group Hero Future Energies, McKinsey, Beetel, Women’s World Banking, GIZ, Antara and Elsevier.

People & Culture

On Purpose’s focus on social change begins with its own people, and it is surely not overstating things to say that the firm is one of the most advanced in terms of DEI, not just in India, but on a global basis. Benefits include paid period leave and parental leave, while there are also specific initiatives focused on workplace D&I, unconscious bias and mental wellbeing. In 2022, Balachandran established the firm’s first executive team, featuring two executives — Shivani Sharma and Dimple Chandwani — who bring considerable big agency experience. The broader senior team includes public affairs, social impact and digital expertise — while 86% of the firm’s senior leadership comprise women.

Thought Leadership & Work

Voices from the Global South is On Purpose’s new positioning, which is currently being rolled out via roadshows across India. To mark its fifth anniversary, On Purpose signed an MoU with Dasra's Rebuild Fund to commit to provide communications capacity building to 500 NGOs over the next five years. The firm has partnered with Findability Sciences to apply AI to social impact, and has played a significant role in the UNDP ‘Weather Kids’ climate action campaign. Balachandran, furthermore, has emerged as a key player in the PRCAI’s efforts to build stronger communities in Bengaluru and Mumbai. Campaign highlights included the SABRE-nominated campaign for GEAPP’s energy transition dialogues.

— Arun Sudhaman

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