MUMBAI: VMate, leading UGC platform by Alibaba Innovation Business Group announced that it has selected ADRIFT Communications & Influencer Marketing to manage its PR mandate after a multi-agency pitch process.

Speaking on the appointment, Nisha Pokhriyal, Associate Director, VMate, said, “We are pleased to appoint ADRIFT Communications as our PR partner. Adrift’s extensive research and understanding of the UGC short video industry impressed us and helped us make the decision.”

Megha Sharma, Founder, Adrift Communications, said, “We are very pleased to partner with VMate. VMate’s strategy and vision for the Indian market are completely different from other UGC platforms and we are excited to partner with VMate in its growth journey in the Indian market.”