NEW DELHI — Bharti Airtel has shifted its PR remit to MSL India following a competitive review, PRovoke Media has learned.

MSL India replaces Genesis BCW, which had handled the assignment since 2021. It is understood that the pitch featured some of India's leading PR firms.

The decision comes at a pivotal moment for Airtel, as India's second-biggest mobile operator battles Reliance Jio for leadership in a highly competitive telecom market.

Airtel head of communications Kinshuk Gupta confirmed the account shift when contacted by PRovoke Media. MSL India will partner with its group sibling Leo Burnett, which already serves as Airtel's creative agency, in creating grassroots, hyper local campaigns aimed at both urban and rural India.