Penn Schoen Berland is one of the best market research companies in India offering services such as corporate communications, corporate affairs, reputation management, crisis & issues management, political consulting, corporate image management & monitoring etc. For over thirty years, PSB has used research to generate unique insights about public opinion, to give our clients a competitive edge. PSB serves Fortune 100 corporations, leading Hollywood studios, major publications & has helped elect over 30 Presidents and Prime Ministers around the world.

1. Ashwani Singla
MD & Chief Executive, Asia
asingla@ps-b.com
M: + 91 9811075843
Shefali Khanna
Director Marketing & Business Growth
skhanna@ps-b.com
M: + 91 9711118615
ABOUT PENN SCHOEN BERLAND
Penn Schoen Berland (PSB) is a ‘Global Research based Strategic Communication Advisory’ that brings the lessons learnt
from its campaign trails into the board room to help companies negotiate some of their toughest corporate image &
corporate affairs challenges. For over thirty years PSB has used research to leverage unique insights about public opinion,
to give our clients a competitive edge. PSB serves Fortune 100 Corporations, leading Hollywood Studios and has helped
elect over 30 Presidents and Prime Ministers around the world.
PSB South Asia office was established early 2011 in Gurgaon and serves a blue-chip clients comprising leading Indian
transnationals and multinational corporations operating in the Indian Sub-continent. It has also helped design winning
campaign strategies for leading candidates across several State Assembly elections. Ashwani Singla, MD & CEO, Asia who
was formerly the CEO of Genesis Burson-Marsteller (GBM) & Board Member, Burson-Marsteller, Asia Pacific leads the
office.
PSB is a part of Y&R Brands and WPP (NASDAQ:WPPGY).
GLOBAL FIRM WITH A BOUTIQUE FEEL
Our Global Network
Our offices across United States, UK & India include over 200 consultants with a sophisticated in-house infrastructure and
the capability to conduct work in over 90 countries. Each office across the world is connected and fully equipped to
provide our suite of services. We serve our global clients seamlessly across our offices often working through multi-
disciplinary teams.

2. OUR DIFFERENCE
Our ‘3i campaigns’ approach that understand & help mould public opinion more effectively
Driven by Insights, Integrated across multiple stakeholders and focused on Impacting business outcomes.
Our ‘best-in-class talent’ that brings not only informed perspectives but also get the job done
Bring deep expertise to our clients “THE MEDIA CENTRE” & “THE POLICY GROUP”
Our ‘unagency’ approach to managing our engagements
Seasoned leaders work hand on with the brightest minds committed to programme. We don’t maintain time sheets!
Our ‘one firm’ approach to bring the best of our learning to local use
Best-in-class and focussed to deliver the best possible integrated corporate image and/or corporate affairs campaign
OUR SERVICE QUALITY PROMISE
We have earned a reputation of helping our clients find solutions to some of their toughest challenges. This is possible
because only the brightest minds come to work at Penn Schoen Berland, remaining focused on impacting business
outcomes in a positive way. Our approach to our work ensures the highest level of consistency during every phase of our
engagement with you. You have access to the most efficient and reliable capabilities in the industry, a fitting complement
to our innovative approaches and methodologies. You can count on our approach to provide you with the insights & ideas
that you can rely on in the most critical and time-sensitive situations.
CHALLENGE
ADVANTAGE
Understand the
Situation
Generate
Insights on
Stakeholders
Use
Insights to
shape
Messages
Shape
Strategies
to deliver
Messages
Monitor &
Measure
Impact
The value of our work to our clients is not the technology we use, the methodologies we have or the price they pay.
It is the value they get out of the advice we give. That advice has to be always incisive, always actionable, and
always backed by empirical evidence. That’s the PSB Way.
ASHWANI SINGLA
MD & Chief Executive, Asia

3. OUR SERVICES
Segmentation Image Management
Our unique research based approach neutralizes the issues
that hurt you, finds issues on which you can build majorities
and amplifies the messages that work. We are experts at
finding the right message for the right audience and
delivering it through the right medium. We go beyond the
basics to develop and implement strategic corporate image
management programmes that aim to win the hearts and
minds of your stakeholders. This is why corporations trust us
as their strategic advisors with their toughest challenges.
Our unique approach to segmenting Bizfluential™
audience closes the gap between strategy and
execution to deliver the maximum impact in “moving-
the-needle” of perception. Our proprietary Neuro
Personality Poll goes beyond regular segmentation to
generate in-depth profiles for each group allowing us
to give crisp recommendations about the issues that
resonate with each audience segment.
POLITICS CORPORATE ENTERTAINMENT
CORPORATE AFFAIRS
IMAGE MANAGEMENT
CRISIS & ISSUES MGT
POSITIONING & MESSAGING
SEGMENTATION
COMPETITIVE ADVANTAGE
We’re so good at it that Time Magazine dubbed us as
Masters of The Message. We develop your company’s
messages based on extensive competitive analysis and
testing. We use forward-looking scenarios to
understand how your messages will resonate vis-à-vis
competitors within different audience segments. Our
regression analysis has confirmed that no other
research method is as predictive of actual market
performance.
Positioning & Messaging Corporate Affairs
We help you cultivate, analyse and move your ideas into
achievable, defendable and workable policy solutions that
get the attention of policymakers. We help you make
strategic decisions based on qualitative and quantitative
information. Our Policy Group experts not only help you
understand the mind of the government but also help you
build advocates creating an ethical and effective
information based corporate affairs programme.
Crisis & Issues Management
Our aim is to minimise the impact of a foreseeable event and to plan for how the organisation will resume normal
operations after the crisis. We begin by assessing your crisis communication preparedness. Then we determine what the
impact would likely be under “worst case” conditions, and what you need to do to close the gap between where you are
today and where you need to be to optimize recoverability and business continuity. We have developed a highly efficient
crisis management process that uses research to ensure that your response to a crisis is the most effective one possible.
STRATEGY

4. Our Leadership Team
Ashwani SINGLA, MD & Chief Executive, Asia
Over two decades of experience has seen him counsel MNCs, Indian enterprises and the emerging Indian
MNCs across a wide range of sectors, helping them negotiate some of their toughest communication
challenges. Previously, Ashwani was the Chief Executive of Genesis Burson-Marsteller and is a member of the
Asia Pacific Board of Burson-Marsteller Worldwide. He is also a member of National Committee on Marketing
of the leading industry body CII for the year 2012-2013.
Chintamani is a specialist in brand and market strategy and has advised clients in diverse categories,
including telecom, automotive, financial services, FMCG and corporate brands. In his 37 years in advertising
and media, he has worked with major global advertising agency networks including Lintas (now Lowe),
Ogilvy & Mather and McCann, and in news broadcasting
Ashish RASTOGI, Director
Ashish has diverse experience on local, regional and global levels spanning different industries in
conceptualizing, designing and managing research assignments. Multinationals have gained from his
experience in improving their brand image and overall corporate equity by providing actionable insights. Last
he held a senior leadership role in a reputed research & analytical firm in India
Suvir PAUL, Director
Suvir has been a trusted counsellor to a range of blue-chip clients across diverse sectors. He has helped steer
the communication effort of his clients through some of the most high profile crises in India. Previous to
joining PSB, he led the Corporate Practice of a leading Public relations firm in India.
Sharada ADHIKARI SHARMA, Director
Experience in researching stakeholder psyche and behaviour, Sharada brings a business managers outlook to
driving the capability development in the firm. With the ultimate aim of delivering the kind of service
excellence not experienced in the industry before, Sharada also focuses on establishing both people and
process excellence.
Shefali KHANNA, Director
Shefali brings over a decade of experience in sales and corporate communication to the firm and focuses on
not only generating business opportunities for the firm but also cementing alliances and partnerships that
help the firm offer strategic communication solutions that help client win. Shefali also oversees the building
and nurturing of the PSB brand in the region.
OUR SENIOR COUNSELORS
.
Ravi brings close to four decades of experience in corporate advertising, corporate image management and
investor relations to PSB. He has a wealth of experience in managing campaigns for IPOs, FPOs and bonds for
blue chip corporations. He also has significant experience with state governments, PSUs and political parties
Ranga is an advisor in the Pharma Industry in the areas of Mergers, Acquisitions, Business Strategy /
Restructuring and Intellectual property Rights. He was the MD of Wyeth Limited subsidiary of Wyeth USA for
over a decade. In recognition of his contribution to the industry, he has been adjudged as the 33rd most
influential person in the Global Pharmaceutical Industry by World Pharmaceutical Frontiers in 2009.
RAVI AURORA, Corporate & Financial Communication
RANGA IYER, Pharmaceuticals
CHINTAMANI RAO, Vice Chairman

5. OUR CENTRES of EXCELLENCE
The Media Centre
Staffed by seasoned former journalists, our Media Centre experts provide you with the most pertinent insights to deliver the maximum impact
of your media engagement programme.
SUNIL RAGHU, Director
Sunil is journalist with decade and a half of experience in newswires, print and TV news rooms. Having worked with The
Economic Times, CNBC-TV18, Mint (WSJ), Dow Jones Newswires and ET NOW, he has covered general and sector specific beats.
The Policy Group
Staffed by former senior bureaucrats, our Policy Group experts not only help you understand the mind of the government but also help you
build advocates creating effective information based advocacy programme.
ASHOK KAPUR, Head - The Policy Group
Superannuated in Jan 2011 as Sp Secretary, Cabinet Secretariat, GOI. During his 36 year career span he held numerous top
charges and headed the Personnel and Admin Depts and the Price Negotiation Committee of the Cabinet Secretariat.
JAIDEEP SINGH
A career spanning four decades across a spectrum of Indian organizations and MNC’s Jaideep has extensive experience of
managing Corporate Affairs, Corporate Relations & Communications, Government and Community Relations.
OUR PARTNERS
Adept is a young and highly innovative creative agency full of passionate individuals who’d like to
paint the world with colors on the bright side, imagination on the wild side, and advertising is on
the art side. It has brands that can’t wait to tell a story, products that want to look good, and most
importantly, it has room for an agency that believes in the Return on Imagination.
Puretech Internet an online marketing solution provider specializing in Digital Marketing & Web Solutions. Digital
Marketing offerings include Search Marketing, Social Media Marketing, Online Reputation Management, Digital Audits,
Online Public Relations, and Content Services. Award winning Web Solutions include Web Strategy, Design, Content
Management System and development along with Web based application development.
Impact Research and Measurement is a leading media measurement and analytics service provider in India. It
conducts secondary media research to help companies analyse their media presence and facilitates companies in
identifying the impact of their media relative programmes.
VIA Media Health has evolved to be a Comprehensive 360° Healthcare Communication Service Provider. The range of
services includes Healthcare PR & Advocacy, Medico Marketing & Medical Communication, Public Health Communication,
Events and Innovative Media Development. VMH provides life sciences and healthcare client’s communication solutions to
both engage consumers and motivate professionals.
Rivet Design Studio creates sound strategic design solutions that range from brand identity development
to environmental graphics to digital communication. In its four-year existence, Rivet has successfully
completed 150+ projects in India and overseas. Their client roster includes over 40 marquée
multinationals, with a presence in sectors like technology, healthcare, retail, financial services, F&B, real
estate, media, and FMCG.