The IPO, which is set to be India's second largest in size at US$1.3 billion, is scheduled to take place in the third quarter of this year.
Madan Bahal, director at Adfactors PR, attributed the win to the agency's expertise and substantial share of the IPO market. "In the last 12 months, we have worked on the IPOs of TV Today and NDTV (broadcasters), Biocon, Petronet, Power Trading Corporation, Patni Computers and Vijaya Bank among others," he said.
While Adfactors has been selected for the IPO, TCS' existing PR agency, Vaishnavi Corporate Communications, will continue in its normal role. "Vaishnavi (has) been handling corporate PR for Tata group, its holding and flagship companies. Adfactors has been mandated to work on IPO-specific financial PR," said a Vaishnavi spokesperson.
TCS vice-president corporate communications Atul Takle refused to comment on the role of existing PR agencies in the IPO.
The IT consultancy also selected Fleishman Hillard for global PR late last year.