Genesis Burson-Marsteller announces new leadership developments

Genesis Burson-Marsteller, a leading public relations & public affairs consultancy that delivers integrated communications services to some of the best global and Indian companies, has announced the appointment of Krishna Vilasini Bharadwaj, in a new leadership role, as India Practice Chair (IPC), Health and Wellness Practice and Charu Benegal, who has come on board as India Practice Chair (IPC), Brand and Consumer Practice. A seasoned communications professional and previously Co-Chair (West and South) of the Brand and Consumer Practice, Krishna’s appointment in her new role, further strengthens the firm’s position in the Health and Wellness sector, post the recent announcement of an exclusive partnership with Medulla Communications. While she is focused on building the healthcare credentials of the firm, Krishna will continue to lead the Broadcast and Entertainment clients in Mumbai.

As IPC, Health and Wellness, Krishna will work closely with Medulla Communications, to provide greater value to healthcare clients and teams across the country. Krishna has extensive experience in Public Relations and journalism and has worked across clients in FMCG, healthcare, technology and fashion verticals. She has managed healthcare assignments, both at Genesis B-M and in her previous agency role in Singapore, across categories like infant nutrition, adult food nutrition, diabetes and medical devices. As a journalist, she has also worked with Bio Spectrum Asia, Dataquest and ciol.com.

Commenting on her plans for the practice, Krishna said, “With more players, increased competition and closely followed regulatory framework, differentiated communications will be a key to win in the healthcare marketplace. Our strategic partnership with Medulla Communications will enable us to partner with industry leaders and help them navigate the complex health and wellness communications landscape with our comprehensive offerings in this space.”

Charu Benegal, IPC, Brand and ConsumerHaving more than 20 years of domestic and global experience in public relations, marketing and events, Charu Benegal takes on the role of IPC for Brand and Consumer. Charu’s last assignment was in New York where she worked at Star TV, a News Corp owned Indian television channel. Her assignment concentrated on business development and customized advertising solutions for mainstream clients. Prior to that, Charu headed a Public Relations agency’s Mumbai operations. Charu has had a long stint in the entertainment business with Sony Entertainment Television.

She joined them in the start-up stage when the cable and satellite business was still very nascent in India. Thereafter, she was based in America to oversee the expansion of the TV channel and to launch Sony's Indian film distribution business in North America.

As IPC, Brand and Consumer at Genesis B-M, Charu will be responsible for ensuring business growth of the practice in line with the firm’s strategy, provide leadership and direction to the teams for building and delivering domain expertise and ensuring high quality of service delivery and customer satisfaction. She will be supported by Rohit Moudgill, who will continue to be Co-Chair of the Brand and Consumer Practice, based in Gurgaon.

Commenting on her decision to join Genesis B-M, Charu said, “While I have tremendously enjoyed my stint in New York, I am happy to be back in India and quite enthusiastic to be a part of such an inspirational leadership team at Genesis B-M. I am confident of supporting the organizational growth by providing strategic client direction and building and growing the Brand and Consumer Practice nationally. ”

Speaking on these appointments, Nikhil Dey, President, Public Relations, Genesis Burson-Marsteller said, “Both Krishna and Charu are seasoned professionals who are poised to grow the Health & Wellness and Brand & Consumer Practice to the next level. Our clients expect us to provide them with strategic counsel along with creative and integrated campaigns. I am confident that both the Practice Chairs will provide these essential services, delivering on our promise to ‘be more’ for our clients.”