The PRactice and PR Pundit themselves have been associated through an alliance over the last four years. This is the first time that either have formed an alliance with an international PR agency.
As brand partners of Porter Novelli, The PRactice and PR Pundit will work with the international firm's technology, consumer, corporate and healthcare practices.
Prior to this, Porter Novelli had been involved in a partnership with India's leading advertising agency Mudra Communications' PR firm Horizons.
But the partnership was dissolved when Mudra shut down Horizons in mid-2003; The PRactice and PR Pundit began working with Porter Novelli from then on.
"The relationship has graduated into more formal brand partnership. Both the firms have undertaken projects for international clients of Porter Novelli in the region," said Nandita Lakshmanan, founder and chief executive officer of The PRactice and Archana Jain, director, PR Pundit.
On its partnership with The PRactice, Jain said: "We have moved away from the traditional concept of opening branch offices in key centres.
The PRactice and PR Pundit have proven that an alliance model where the participating firms lend strength to each other's business and develop a common cultural, ethical and dedicated approach to service can be successful."
The PRactice represents clients such as Epson, Infosys Technologies and MSN India, while PR Pundit's clientele includes Standard Chartered Bank, McDonald's India, Swarovski and Tupperware, among others.