MUMBAI: Genesis Burson-Marsteller, a leading public relations and public affairs consultancy, has bagged the public relations mandate for the global content company, Zee Entertainment.

From a consumer outreach programme perspective, Genesis BM will work to position Zee as the entertainment destination and the powerhouse of creativity by following a strategic and customised communications approach across its various brands.

While the Mumbai office of the consultancy will be spearheading the relationship, the expanse of work will spread across India, including key tier-I and tier-II markets. Handling the diverse bouquet of channels across movies and general entertainment in multiple languages like English, Hindi, Marathi, Bangla, the team from Genesis Burson-Marsteller will work closely with the team at Zee Entertainment to ensure seamless integration and delivery to create business impact.

Zee head – corporate brand and communications Sunil Buch said, “We look forward to their breadth and depth of expertise to manage our corporate reputation."

Zee chief marketing officer Prathyusha Agarwal added, “At Zee, we are conscious of the exponential consumer connect and word-of-mouth that a strategic and focused PR programme can build. It’s our endeavour to create integrated communication across the corporate and channel brands and we needed a communications partner who has the apt expertise and scale."

Burson-Marsteller vice-chair - Asia Pacific Prema Sagar said: “With committed teams, our strength in evidence-based, ideas-driven and result-oriented communications and the expanse of our presence across India, I am certain that this partnership will help strengthen and enhance Zee's reputation in India.”