On Purpose has announced that it will handle the PR mandate for Max Group, including the group’s listed holdings – Max Financial Services and Max India, starting June 2021. 

Max Group’s, director – brand & communication, Nitin Thakur, expressed his said, “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.Their noteworthy work in the development sector will be an asset for highlighting the efforts of Max India Foundation (MIF), along with its NGO partners, for educating underprivileged children."

Thakur added that, "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.”

Girish Balachandran, managing partner, On Purpose added, “Delivering award-winning work with Antara over the last year was an enriching experience as a team and an organization. With this expanded mandate for Max Group, we are grateful for the trust and confidence placed in us to manage the brand's most precious asset - its reputation. We are confident and excited to take this relationship further and achieve great success together.”