MUMBAI: Genesis Burson-Marsteller has launched a new initiative, Step Up, catering exclusively to the communication needs of the two most important stakeholders of the entrepreneurial ecosystem: the start-ups and investor networks.
Designed to provide affordable and relevant service offerings spanning traditional as well as new digital formats, Step Up, helps young companies and SMBs take the next leap in their journey to success, by not only narrating their story creatively but also by communicating on what impacts their business.
Commenting on the launch, Genesis Burson-Marsteller principal and founder Prema Sagar said, “Step Up is our endeavour to go back to our roots. We know, feel and understand the challenges having been a start-up ourselves, 22 years back. With Step Up, we have already begun to partner with new and upcoming brands in their journey so as to take it to the next big thing. What differentiates Step Up from the rest is our strong understanding of the ecosystem and the changing media scape, the right talent and the ability to provide affordable services.”
The new initiative offers customised services from branding and partnerships to media engagement. The offering to start-ups have been created keeping in mind various challenges faced by early-stage ventures. These offerings aim to develop and device a compelling and effective communication strategy to narrate the story of the ventures in the most innnovative manner.
Genesis Burson-Marsteller public relations president Nikhil Day said, “We are delighted by the creativity of our young colleagues to have come up with the idea, presented the strategy to the India Management Team, developed the proposition and already won their first client!. Our firm has, from the very beginning, encouraged entrepreneurship – it is for our people to take the initiative. And Step Up is a great example.”
The clients could be from Consumer (e.g. FMCG, beauty, sports, art, theatre, music, movies), Technology (e.g. products, services) Health and Wellness (e.g.pharma, services, ayurveda) and Corporate (e.g.financial, engineering, aviation). Genesis Burson-Marsteller’s experience already exists for large companies, learnings from which will be applied for Step Up companies.
Step Up India lead Atul Sharma added, “In the last few years, the Indian start-up environment has made a mark on the global entrepreneurial map by producing unique and globally relevant propositions. Being noticed by the right audience can make a great difference to a young company’s journey. This unique initiative by Genesis Burson-Marsteller, Step Up, aims at empowering these innovative start-ups to create a space for themselves in an otherwise cluttered market. We are looking to create the next ‘whatsapp’ story in India! ”
Step Up is inspired by Genesis Burson-Marsteller and has the same gene pool of expertise and excellence but, it aspires to bring alive creative communication in a completely different genre of companies, which may have not enjoyed the benefits of experienced communications partners owing to their size.