Microsoft India has taken on Genesis Burson-Marsteller instead of Edelman for its' PR mandate, while Perfect Relations will continue to handle part of the work. Both decisions come after a competitive review that has lasted several months and included pitches from the top PR firms in the country.
Genesis will be handling the corporate citizenship and enterprise business for Microsoft India, while Perfect Relations will handle consumer. It was not immediately clear which agency would handle the b2b business, earlier handled by Edelman.
Before Edelman took over the mandate in 2014, Hill+Knowlton Strategies handled the mandate for Microsoft. Hill+ Knowlton in turn had taken over from Genesis 6 years ago.
Microsoft is one of the top PR accounts in the country. Amidst speculation that Microsoft is buying a stake in Ola Cabs, a move that would gain a large customer for Microsoft Azure, the IT giant has declared its intention to pitch for new cloud customers.