By Arun Sudhaman
NEW DELHI—Telecommunications giant BT has handed its Indian public relations business to heavyweight player Genesis Burson-Marsteller following a final round shootout with local upstart Six Degrees.
BT Asia-Pacific corporate communications and PR director Richard Wright said that the decision was a "very close and tough" one. It comes after the company ended its two-year relationship with incumbent PR agency IPAN H&K.
BT shortlisted Genesis and Six Degrees after an initial round of presentations that also involved Perfect Relations, The PRactice and IPAN. The pitch was first reported by the Holmes Report last week. It covered all aspects of BT’s PR and communications functions in India, including thought leadership, awareness and CSR/sustainability.
While Genesis B-M is one of the biggest names in the country, Six Degrees is a fast-growing start-up launched in 2009 by Rishi Seth and Zacharia James, two veterans of Text 100's New Delhi office.