has acquired Cream Events Pvt Ltd, a new-age events company working within the luxury and lifestyle sector across India, for an undisclosed amount.

The acquisition will help strengthen Edelman’s experiential marketing capabilities and enable the firm to offer seamless integration across multiple channels for marketing and communications programmes.

Post-acquisition, Cream Events will continue to trade and operate as an independent brand and a separate legal entity.

Edelman India, a part of the world’s largest public relations firm , offers Indian and global clients strategic communications and media relations support, as well as digital communications, public affairs, health, technology, CSR and sustainability-related communications. It has a team of over 270 professionals across 12 offices and representations in India.

The firm will now be able to engage stakeholders through multiple communications channels, including traditional media (print and broadcast), hybrid media (blogs and online publications), social media, owned media (websites) and experiential marketing.

“Our partnership with Cream Events not only enables us to add experiential marketing to the mix, but will also boost the overall level of creativity of our programmes,” said Robert Holdheim, MD of Edelman India. “Over the past three years, we have been busy building our capabilities in terms of both substance and infrastructure to execute against our broader, strategic communications model. In addition to enhancing our core strategic media relations capabilities, we have focused on investment into value-added service areas such as public affairs, branding and digital communications,” he added.

“It is the right time for us to diversify and expand our capabilities with creativity as the centre of our success. We are confident of partnering with Edelman for the spectacular work and creative thinking displayed by the firm, as well as a strong network of global best practices that enables us to leverage synergies,” said Harshad Chavan, MD at Cream Events.

Cream Events has launched 111 international brands in India in the last four years.

(Edited by Sanghamitra Mandal)

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