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ON PURPOSE takes on three new retainers to punch up the dialogue

ON PURPOSE, a creative communications consultancy, has been appointed as agency on record for three businesses – Baghirathi Group, Kaiterra India and Smart Power India, following competitive pitches. The wins will see ON PURPOSE execute integrated briefs across media relations, branding and design and social media planning and execution. The briefs for the brands include sensitizing stakeholders towards the need for a more meaningful dialogue on energy access, sustainable mobility solutions and awareness of the harmful effects of indoor air-pollution.

In addition to managing corporate reputation for Baghirathi Group, a sustainable mobility solutions provider in Karnataka, the remit for ON PURPOSE also includes media and visual storytelling for the company’s low carbon, zero emission electric vehicle brand rydS. For Kaiterra India, ON PURPOSE has been tasked with using strategic media and influencer relations to raise awareness of its mission to map and monitor the world’s air and give us cleaner and bluer skies. For Smart Power India, a Rockerfeller Foundation initiative, ON PURPOSE to generate greater discussion & debate with stakeholders online around last mile connectivity of electricity to underserved rural areas.
The accounts managed out of ON PURPOSE’s offices in Delhi & Bangalore will strengthen the agency’s positioning as a consultancy focused on using communications to effect social change in India.
On winning the communication mandates, Girish Balachandran, Managing Partner, ON PURPOSE said, “It’s a privilege to partner with these brands and do our bit to help them fulfil their missions. We’re excited about the cultural fit we’ve experienced with the people in these organisations and we’re hoping to use our competencies and expertise to help these brands access and engage stakeholders in new and exciting ways.”
Founded in July 2017, and recently declared Emerging Consultancy of the Year at the Fulcrum Awards in 2018, ON PURPOSE is building a team made up of individuals from uncommon backgrounds. The firm has built a portfolio of clients in the development sector focusing on clean energy and public health as well as with brands in technology, mobility and manufacturing. In the last 18 months the firm has won and executed assignments for over 30 clients including Sesame Workshop India, Hindustan Coca-Cola Beverages, Cisco, USAID (via Nexant), National AIDS Control Organisation (via FHI360), Gates Foundation (via M4ID), and ReNew Power among others.


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