MUMBAI — Adfactors has promoted Nijay Nair to CEO of India's biggest PR firm.

Nair is elevated after nine years with Adfactors, where he was most recently chief operating officer. His responsibilities at the firm have spanned planning, finance, commercial, legal, M&A, new practices and geographies, including Adfactors' Sri Lankan presence.

Nair's promotion also means that Adfactor co-founders Madan Bahal and Rajesh Chaturvedi will expand their focus on on the future of the firm, which has has launched four new practices in recent months, including frontier technologies, social impact/ESG, mobility, and new energy.

“Nijay has been an integral part of the Adfactors family and we are proud to see him grow and evolve with us over the years," said Chaturvedi. "His undying passion, commitment, innovative mindset and agility have helped the organisation address challenges and seize opportunities. His leadership will help us unlock new opportunities and re-define excellence year-on-year."

Added Bahal: "Nijay has deep-rooted alignment with the mission and purpose of our company and has played a pivotal role over the last decade in driving the company’s transformation."

Prior to joining Adfactors in 2013, Nair spent almost a decade in senior strategic and operational roles at Arshiya Limited and Sutherland.