NEW DELHI — Former Avian Media managing partner Girish Balachandran has formally launched his new consultancy, On Purpose, which will focus on communications to drive social change in India.

The firm has already signed on seven clients, including Sesame Workshop India, covering such causes as childhood obesity and vulnerability, and driving demand for renewables in support of India’s commitment to the UN's Sustainable Development Goals.

"We’re living in a post-truth world where emotion and self-beliefs hold more sway than facts," said Balachandran. "Brands will need to take a stand, now more than ever, and communicate with purpose and authenticity to be able to build trust. On Purpose will help brands reach audiences with creative campaigns that are based on basic human truths, that offer them an aspirational identity, a tribal sense of belonging and a unique way of being."

The firm launches with a New Delhi office and Bengaluru presence. It is also working with M4ID, a social impact company based in Finland. 

Balachandran launches the firm after departing Avian Media earlier this year. Prior to returning to India in 2014, he spent almost a decade, in senior roles at Ketchum and WE Communications.