Arun Sudhaman 21 Jul 2020 // 2:58AM GMT
MUMBAI — Tata Trusts, the charitable organization that owns two-thirds of the Tata empire, has turned to to Weber Shandwick to handle its public relations mandate.
The shift, which took place without a competitive review, comes after Adfactors took on the Tata Trusts assignment when it landed Tata's PR duties at the start of 2018. Adfactors continues to lead Tata's $5m communications remit.
India's largest and oldest charity, Tata Trusts includes several trusts that support numerous causes across social and economic development.
Under the oversight of chairman Ratan Tata, the organization has moved in recent years from 'cheque-writing' philanthropy to more active investment and project implementation. However, the Trusts are also embroiled in a tax case that has seen the registration of six Tata Trusts cancelled.
Weber Shandwick lands the business after producing a number of eye-catching social impact campaigns, at least two of which — 'Daughters of Mother India' and 'Son Rise' — have achieved global prominence.
"The Tata Trusts required an agency that could best articulate the vision of the Trusts and the work we have been doing to create sustainable impact on communities," said Tata Trusts CEO N Srinath. "Weber’s depth of experience, and knowledge of the social sector is very relevant to the Trusts to help deliver outcomes we want to see."