Less than three years ago there was a new kid on the block in Indian PR consulting. Two quiet men joined by another partner started a PR firm, which was sure to make waves, given their collective experience of close to 100 years. Very few know the story of these two business partners and how they started. In this column, I will throw light on the leading men at First Partners and how they are quietly building a niche by focussing on business outcomes through innovative PR campaigns.

Here’s how the story goes… Atul Ahluwalia graduated from Shri Ram College of Commerce, Delhi and got himself enrolled to become a chartered accountant. However, he did not enjoy his stint there so left to explore opportunities in advertising. After a while, Atul was looking for a change and had a choice of taking up an opportunity with JWT or Corporate Voice. He opted for the latter as he felt that PR was an emerging career choice. He was 33 years old when he started at Corporate Voice.

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