MAM
Concept PR showcases power of purpose-led communication with recent accolades
MUMBAI: Concept PR continues to strengthen its leadership in purposeful communication with recent wins that reflect its deep-rooted focus on relevance, creativity, and real-time impact. From building purpose-led narratives to driving timely public engagement, the agency has demonstrated its commitment to shaping conversations that matter.
Among its most recent recognitions, Concept PR earned a Silver in the Sports category for its work on the Tata Mumbai Marathon 2025, bringing one of India’s most iconic sporting events to life through compelling narratives that unite communities, athletes, and partners alike. The agency also earned a Bronze in the Health & Wellness category for Empowering Minds for Youth Mental Health, a campaign with ABET that addressed the urgent need to prioritise youth mental health and well-being. Another Bronze came in the Cause-Related – Public Awareness category for Tray It Right: Shoes Go Here!, a thoughtful initiative led by Mr. Anand Nichani of Magniflex India, which sparked conversations around civic responsibility and everyday public behaviour.
Adding to the celebration, Concept PR was also recognised at the SABRE Awards South Asia 2025 for Real-time Engagement and Not-for-Profit Excellence. The Real-Time Engagement award was presented to Anand Nichani with Concept Public Relations India, while the Certificate of Excellence under the Not-for-Profit category was awarded for Building Tomorrow – One Changemaker At A Time, a campaign executed with the Salaam Bombay Foundation.
Concept PR managing director Ashish Jalan shared, “At Concept, we have always believed that good messaging in sync with client objectives is key to successful communication. And to be acknowledged at platforms like IMAGEXX and SABRE is deeply encouraging. These wins are a reflection of our team’s passion to push creative boundaries while staying anchored in purpose. It is indeed a happy moment for me and I can only say that the team is making me really proud.”
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
