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Genesis Burson-Marsteller adds new specialised practices to its portfolio

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Genesis Burson-Marsteller adds new specialised practices to its portfolio

With a continuous endeavour to anticipate and address evolving client needs, Genesis Burson-Marsteller, the public relations and public affairs consultancy that delivers integrated communication services to some of the best global and Indian companies, has announced an expansion in its public relations practices.

To recognise the growth in the technology sector, the Telecom and Technology practice has been bifurcated into ‘Consumer Technology’ and ‘Enterprise Technology’. Growing the canvas, Sports and Entertainment sector get focus with renaming the Brand and Consumer practice to ‘Brands, Sports and Entertainment’. The other practices continue as ‘Corporate and Financial’ and ‘Health and Wellness’.

The consultancy also announced the appointment of new India Practice Chairs (IPC) - Piyal Banerjee for Consumer Technology, Shivaram Lakshminarayan for Enterprise Technology and Dolly Tayal for Brands, Sports and Entertainment respectively.

As new specialisation areas emerge, Genesis Burson-Marsteller has expanded and re-engineered its practices to bring focus on these emerging sectors, and deliver more specialised insights-based communication for its clients. As a pioneer in the industry, this step adds to the growth trajectory of the consultancy while reiterating its commitment towards predicting client needs and developing expert capabilities to answer them.

Prema Sagar, Vice Chair, Burson-Marsteller Asia Pacific & Founder, Genesis Burson-Marsteller, says, “Over the past 25 years, Genesis Burson-Marsteller has pushed boundaries and pioneered ways to add value and build strong partnerships with our clients. With the communications landscape fast evolving and the sports, entertainment and technology industries clocking in positive growth, we are happy to be ahead of the curve by offering in-depth domain knowledge and insights to our clients through our five specialised practices.”

“We are proud of Piyal Banerjee, IPC for the Consumer Technology practice and Shivaram Lakshminarayan for taking on the mantle of Enterprise Technology practice. They have been a key part of our journey and I wish them all the very best in their new roles. We also welcome back to the Genesis Burson-Marsteller family Dolly Tayal to lead Brands, Sports and Entertainment,” she added.

Piyal Banerjee works on the mission of making people fall in love with technology. In over 13 years of being a communicator, she has a body of experience in both consumer as well as corporate communication. As lines were blurring between technology and consumer products, Banerjee rode the surf deftly in helping technology products and services ‘consumerise’ their offerings. Banerjee’s experience spans a major part of the technology hotbed region of Asia, including India, China, Malaysia and Singapore. Besides leading the Consumer Technology practice, she is also the India Lead for Step Up, a unique offering focused towards helping start-ups to take the next leap by narrating their story through creative communication campaigns.

Shivaram Lakshminarayan has witnessed the enterprise technology industry evolve from hardware to software, from cloud to mobility, and now towards augmented reality—from very close quarters. As someone deeply rooted in the industry, Lakshminarayan also understands the way the influencer universe has transformed and straddles both traditional as well as emerging media with ease. More than a decade of his 16-year professional journey has been in supporting and then counseling enterprise technology clients on communicating the business benefit they offer.

A seasoned professional, Dolly Tayal has more than 11 years of communications experience and is highly skilled at relationship-building with clients, across organisations and teams. She has managed clients across diverse domains—from automobiles to aviation, energy to tech brands, consumer brands, sports to entertainment, and more. With brands increasingly integrating digital outreach in their campaigns, Tayal’s strength in the digital domain as well as her ability to integrate digital, traditional and influencer programmes make her an invaluable counsellor to her clients. 

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