Genesis ropes in Charu Benegal as head of brand and consumer practice

Genesis Burson-Marsteller has effected changes in roles of its senior management and a new hire.

The agency has roped in Charu Benegal as IPC, brand and consumer practice. Krishna Vilasini Bharadwaj, managing partner, brand and consumer practice, will now be India practice chair (IPC), health and wellness. Bharadwaj will continue to lead the broadcast and entertainment clients in Mumbai, an agency statement said.

Bharadwaj said, “With more players, increased competition and closely followed regulatory framework, differentiated communications will be a key to win in the healthcare marketplace. Our strategic partnership with Medulla Communications will enable us to partner with industry leaders and help them navigate the complex health and wellness communications landscape with our comprehensive offerings in this space.”

Benegal joins the agency after a stint in New York with News Corporation. She has worked with Lowe Lintas and Partners, Sony Entertainment TV, Good Relations India and Oberoi Hotels and Resorts in past assignments. 

She will be supported by Rohit Moudgill, co-chair of the brand and consumer practice, based in Gurgaon.

She said, “While I have tremendously enjoyed my stint in New York, I am happy to be back in India and quite enthusiastic to be a part of such an inspirational leadership team at Genesis B-M. I am confident of supporting the organizational growth by providing strategic client direction and building and growing the brand and consumer practice nationally. ”

Nikhil Dey, president, public relations, Genesis Burson-Marsteller, said, “Both Krishna and Charu are seasoned professionals who are poised to grow the health and wellness and brand and consumer practice to the next level. Our clients expect us to provide them with strategic counsel along with creative and integrated campaigns. I am confident that both the practice chairs will provide these essential services, delivering on our promise to ‘be more’ for our clients.”