India does not suffer from a paucity of entrepreneurial PR talent, and Torque Communications provides yet more evidence of this compelling trend. Founded in 2004, the agency is a joint venture between high-profile Indian adman Sandeep Goyal and Supriyo Gupta, a well-known journalist who also previously founded Rediffusion DY&R Public Relations.
Torque differs from some of its mid-size rivals thanks to a focus on what it calls “custodianship”, where an account team is led by a senior executive who acts as the de facto client within the agency. The firm also offers a set of proprietary tools that aim to deliver editorial value, audience development and opinion leadership.
The agency’s cross-sector expertise is illustrated by a client portfolio that includes FedEx Express, Shell, McDonald’s, and Saab Gripen. As managing director, Gupta is supported by a diverse team of talent that features CEO Bipul Kiran Singh, VP Rahul Chittyana and account director Ira Arora.
The past 12 months have seen the agency broaden its geographic and product offering, the latter best demonstrated by the groundbreaking ‘Room to Breath’ campaign for the Shell Foundation’s Indoor Air Pollution campaign, where Torque led overall programme strategy to drive awareness and action among opinion formers, government and grassroots levels.
The approach led to revenue growth of 15 per cent in 2009, with new business from Hamdard Laboratories, McCain Foods, Singapore Technologies and the Shell Foundation. As one client, Fortis Healthcare director of marketing and corporate comms Sudarshan Mazumdar, poins out: “They do good quality research as a base for relevant strategy. This way the firm becomes a complete partner. The personnel are selected with care and are all with the belief in long-term consistent brand building.”
Torque has strategic alliances in place with two US agencies: Ruder Finn and Kaplow Communications.—AS