Aman Abbas, the former head of communications at Shardul Amarchand Mangaldas, has launched his own communications consultancy, Commwiser.
The firm will operate from its offices in Delhi-NCR and Mumbai and focus on the professional services and technology sectors.
Abbas was encouraged by the growth of the professional services sector in India and the absence of marketing communications companies. “Once law firms did not talk about business development, but now it is integral for firms. I see there is an appetite for marketing as well,” Abbas told India Business Law Journal.
Professional services encompass accounting, legal, consulting, finance and human capital, among other fields. Abbas observed that law firms applied the “full-service” label without understanding their strengths. The need for firms he said was to set about an overall strategy in terms to position themselves.
Law firms are not permitted to advertise as per the professional standards set about by the Bar Council of India. “Law firms must focus on marketing and thought leadership, which is something the big four [consulting firms] do very well,” added Abbas.
Commwiser is being funded by Aman Abbas and Strategic Partners Group, which operates brands SPAG, D Yellow Elephant and Giga Health across the Asia-Pacific region.
“We have always believed in the need for a specialist agency for different sectors, and Abbas brings on board a wealth of experience,” said Aman Gupta, founder, Strategic Partners group. “Clients love him for the passion he shares for their business and as a result he has had longstanding client relationships.”