Genesis, which had been B-M's exclusive Indian affiliate for the past four years, brings 200 employees across six major Indian cities into the WPP network's fold.
While B-M regional president and CEO Bill Rylance declined to comment on the value of the deal, it is believed that the acquisition represents a large piece of business, given Genesis' market-leading reputation in India. Genesis/B-M will be led by Genesis principal and founder, Prema Sagar, and CEO Ashwani Singla, both of whom will also join B-M's Asia-Pacific leadership board.
"This is a confident and uncompromising move for us," said Rylance. "Genesis is a proven and trusted partner; our Indian colleagues already represent many of our major clients; the overall chemistry and strategic fit are perfect."
By number of employees, India and China now represent B-M's second and third largest markets worldwide. "India is a globally critical market for Burson-Marsteller and our clients," said Rylance.
"It is one of the world's fastest growing economies and we simply have to be there in a leadership position."