NEW DELHI--Microsoft has put its Indian PR business up for pitch, in a bid to consolidate one of the country’s largest PR budgets with one agency.
The business is currently split between Text 100. and Genesis Burson-Marsteller. Text 100 counts a lengthy relationship with Microsoft India, and currently handles the B2B component. Genesis B-M, meanwhile, won corporate/citizenship and consumer duties three years ago and has since added Microsoft’s entertainment and devices division.
While Genesis B-M oversees more specific units, it is understood that Text 100's fees account for a slightly larger share of Microsoft’s overall PR agency budget, which is estimated at approximately $700,000.
A number of India’s agencies are understood to have taken part in the pitch, including the two incumbents, Edelman and H&K IPAN. A decision is expected by the summer.
Although Microsoft is understood to prefer a single-agency solution, sources involved in the review told the Holmes Report that a multi-agency outcome could not be ruled out.
Microsoft consumer & online PR lead Dipti Mehra declined to comment, while the company’s corporate communications head Meenu Handa is on leave until the end of this month.