Amarjeet Kaur

Amarjeet Kaur, an accomplished communication, and PR professional has over 20 years of experience in corporate communications & brand management, social media management, reputation management, crisis management, customer advocacy, CSR & integrated marketing communication in finance & pharma industry. She has worked with multinational conglomerates in the banking and finance, and the pharmaceutical sectors, successfully handling leadership roles. She has delivered her mandate to define and execute internal and external communication strategies and PR plans resulting in enhanced media visibility and a positive public image. Her diversified experience captures the entire spectrum of communication and PR including new product launches, advertising, media management, and integrated marketing communication.

Ambitious and passionate, every day is a learning experience for her. In the rapidly evolving communication and PR world, she brings in fluidity and responsiveness to make a far-reaching impact.

As Head – Communications & Brand at Tata Projects Ltd, Amarjeet is responsible for Brand & Reputation management, Crisis Communication, Internal Communications & Engagement, External communications including PR, Digital and Social media , Investor communications and more.

Prior to joining Tata Projects, she worked as Head – Corporate Communications and Brand at Poonawalla Fincorp Ltd, a systemically important non-deposit taking NBFC and part of $12-billion Cyrus Poonawalla Group and worked towards developing a strong internal and external communications framework to position the company as a leading digital-lending NBFC. During her stint (2020 – 2022) she effectively structured the merger communication plan during the acquisition of Magma Fincorp by Poonawalla Finance. A structured focus for the integration team and executive leadership, investments in communications with the support of senior leadership, have been shown to yield great benefits: a motivated employee base and engaged vendors, partners, and other stakeholders, all supporting the newly formed company’s success.

Prior to joining Poonawalla Fincorp, she worked with Cipla as a Head – Communications & PR. Her responsibilities involved crafting and implementing employee communication strategy for leadership town halls, business continuity communication, innovative organization culture initiatives such as corporate radio and company archives for storytelling. She oversaw external communication such as annual reports, social media, press releases, PR, reputation management and sustainability campaign.

While managing media relations and social media, Amarjeet was instrumental in developing and executing strategies to create a positive public image for the company. To favorably position Cipla, she developed a public relations strategy that strengthened relationships with the targeted, high-level external audiences including the media and key influencers. Additionally, active participation in key trade associations marked the brand positioning as a thought leader.

To successfully implement advocacy PR strategy, she actively engaged with government institutions, NGOs, and key stakeholders to align public policy practice towards expanding business interest. As a result of her continued efforts, the decision makers in government recognized respiratory chronic disease as a big economic burden for the country as well as for the states.

One of the key achievements during her seven-year tenure (2013-2020) at Cipla was the successful launch of “Berok Zindagi” PR campaign. Thanks to her ingenuous strategizing and persistent efforts, the first celebrity-driven campaign by Cipla generated huge social media hype and successfully created awareness and busted the myths and fears associated with asthma & inhalers.

The campaign led by Amarjeet sparked off healthy and meaningful conversations on asthma and inhalers as an effective remedy. This transformational campaign brought asthma to the mainstream media narrative which was dominated by other lifestyle diseases at that time.

Before joining Cipla, Amarjeet worked extensively in the banking and finance sector. During her stint (2009-2011) with Financial Inclusion Network & Operations Ltd (FINO) (initially a part of ICICI) as AVP - Corporate Communications & Marketing, she successfully built all the key elements of communication such as messaging, brand management, thought leadership-based media relations from inception. She developed and implemented a PR plan to support the company’s campaign and business plan apart from managing corporate branding through investor relations, brand innovation & CSR.

While working with ICICI Bank as Regional Head, West – Communications, Small & Medium Enterprise Group during 2005-2009, she played a pivotal role in setting up external communications agenda by developing effective communications plans to ensure effective, timely, and consistent financial communication and engagement.

Her first stint in the banking and finance sector was with HDFC Bank during 2000-2005.