NEW DELHI — Max Group has expanded its relationship with On Purpose by handing the Indian consultancy its corporate PR mandate.

The decision comes 12 months after Max's relationship with On Purpose began through work on the Antara Senior Living assignment. On Purpose replaces Archetype (which resigned the account) as Max's corporate PR firm, delivering media outreach across various Max Group entities. 

Max Group, which employs more than 16,000 people across 400 offices, comprises three listed holding companies – Max Financial Services, Max Ventures & Industries and Max India. That portfolio gives the conglomerate a commanding presence in life insurance, supported by growth in senior care and real estate. 

“Our work with On Purpose  in highlighting India’s demographic dividend for our business Antara Senior Care gave us the confidence to award Max Group’s corporate mandate to them," said Nitin Thakur, Max Group's brand and communication director. "We hope they will serve as valuable partners in positioning Max Group as a progressive, professional, value-driven, well-governed business house that has created immense value for its shareholders over the last three decades."

Thakur added that On Purpose's development sector experience will help the company's Max India Foundation CSR arm work with NGO partners to educate underprivileged children.