The Mavericks, an integrated marketing communications firm, and AVDS, a creative transformation company, today announced a strategic partnership that will allow both firms to create greater value for their clients. Through the partnership, The Mavericks will be able to extend creative brand strategy and employer branding services to its existing and prospective clients, while AVDS will be able to offer integrated marketing communications services to its clients.Founded in 2018, The Mavericks has built its practice on integrated communications rooted in public relations, working with leaders and challenger brands to build, protect, and grow reputation as strategic capital. AVDS, established in 2003, has spent over two decades transforming organisations, brands, people, and spaces through creativity and human-centered thinking. The partnership unites these complementary strengths, giving clients of both firms a more complete answer across communications, creative strategy, design, and employer branding.The partnership is rooted in a long association between the two firms and their founders. Arun Verma of AVDS and Chetan Mahajan of The Mavericks have shared a friendship of close to fifty years, and the two firms have worked closely over the past seven years, supporting each other and their clients. The firms also share a common culture: a belief in fewer and deeper relationships, a respect for craft and discipline, and an approach that places people at the center of every engagement.Commenting on the partnership, Arun Verma, Founder, AVDS, said: "Great work has always begun with people. In The Mavericks we have found a partner who shares that belief and brings the discipline of integrated communications to it. Together we can do more for the brands and the people we serve."Chetan Mahajan, Founder and CEO, The Mavericks, added: "This is a partnership of values before capability. AVDS brings a creativity and craft we deeply admire, and our clients will be the first to benefit. We have always grown by choosing fewer and deeper relationships, and this is exactly that kind of choice."The partnership takes effect immediately. Both firms will continue to operate independently while working together on opportunities where a combined offering creates greater value for clients.

Google has appointed The Mavericks as its communications partner in India across all business lines, except Google Cloud. With this development, The Mavericks becomes the primary agency managing Google’s media interactions in the country.Founded in 2018 by Chetan Mahajan, The Mavericks focuses on integrated communications aimed at creating long-term brand impact. Mahajan brings more than two decades of experience in strategic communications, leading large mandates, and advising senior leaders on brand reputation management.The agency places emphasis on working with a limited number of clients while building strong, meaningful relationships. Its approach centers on ideas and strategies designed to keep brands relevant and connected to their audiences.With its new mandate from Google India, The Mavericks will manage media engagement and support the company’s ongoing communication efforts across the market.

The Mavericks, India’s leading integrated marketing communications agency, has appointed Gaurav Tuli as Director - Digital & Tech, marking a pivotal move in its journey to deliver digital experiences that are seamless, smart, and deeply human.With over 16 years of cross-market experience across India and Canada, Gaurav brings a unique blend of sectoral depth spanning Auto, Healthcare, Pharma, QSR, FMCG, Banking, Aviation, Hospitality, Alcobev, Education, Electricals & Home Appliances, Beauty and CPG, and a vision rooted in insight-led, tech-forward storytelling. He has led campaigns for marquee clients like Bayer, Ford, Wendy’s, Jamie’s Italian, PepsiCo, Swaraj Tractors, Hyatt, InterGlobe, Oriflame, Luminous, and Himel to name a few, spearheading integration of innovative technologies into creative marketing campaigns, ensuring seamless execution, data-driven insights and enhanced stakeholder engagement.  In his new role, Gaurav will anchor The Mavericks’ digital offering, launching new service lines powered by Generative AI, predictive analytics, and automation, focused on helping brands stay discoverable, scalable, and contextually relevant in a digital-first world. While everyone is talking about Generative AI and its capabilities, Gaurav’s focus is on integrating AI with a strong layer of creativity and design thinking, ensuring that the solutions are not just efficient, but also emotionally resonant and tailored to client goals.“Integrated communications is about placing the audience at the very center of every strategy,” said Chetan Mahajan, Founder & CEO, The Mavericks India. “It’s no longer about channel-first thinking. It’s about orchestrating a cohesive experience across digital and traditional touchpoints. In the digital age, integration means being agile, real-time, and deeply contextual and Gaurav will be integral to building that connected, insight-led ecosystem for our clients.”For Gaurav Tuli, it’s not just about digital growth, it’s about reinventing how brands engage. “The intersection of data, technology, and creativity is where the most exciting things are happening. I’m excited to build AI-led offerings that go beyond automation - from Generative Engine Optimization (GEO) for AI discoverability, to predictive performance models and scalable content solutions that don’t rely on traditional production. These tools help brands move faster, listen smarter, and create more meaningfully. They’re not replacing creativity, they’re supercharging it” said Gaurav Tuli.As brands seek more cohesive, outcome-driven communication, The Mavericks continues to scale its integrated practice across strategy, advocacy, creative, and digital with a sharp focus on delivering real value, not just visibility. Gaurav’s appointment is a natural step in this evolution, reinforcing the agency’s ambition to challenge the status quo. At The Mavericks, bold thinking and strategic communication go hand in hand, a place where clients and people love to belong.

Pure-play management advisory The Mavericks India has won the integrated communications mandate for CHOSEN, a clinical-grade skincare startup dedicated to promoting overall well-being through innovative skincare solutions for Skin of Color, with a focus on Indian skin types. With a mission to redefine the way we approach skin health, CHOSEN is committed to revolutionising the skincare industry by understanding the molecular foundations of beauty and providing holistic solutions that ensure healthy and youthful longevity for all. The mandate includes strategic media outreach, integrated campaign planning and execution, and strategic counsel for the brand.  Founded in 2020 by Dr Renita Rajan, the brand addresses the unique challenges faced by individuals with Skin Of Color (SOC). Over the last 4 years, CHOSEN has developed a diverse range of skincare products, including cosmeceuticals, topical application products, and nutri-cosmetics. These products are specifically designed to address the unique needs of Indian skin types and are free from endocrine disruptors. The brand's commitment to innovation is evident in its ongoing development of new products, with 30 more slated for launch by the end of the coming year.Dr Renita Rajan, Founder, CHOSEN, said: ?Ç£We believe that true skin health goes beyond surface-level treatments. By combining clinical research, evidence-based medicine, and data-driven insights, we develop innovative skincare products that deliver long-term benefits. Our approach is rooted in understanding the root causes of skin issues and providing targeted solutions that promote overall well-being. In tandem, we?ÇÖd like for our marketing and PR efforts to go beyond the functionality, by helping consumers truly understand and embrace their skin-vestment journeys. You therefore need a partner who thinks alike and is equally driven by evidence-based innovation. We're happy to have partnered with The Mavericks as our strategic communication partner and are looking forward to changing the way Indian skincare storytelling is done.?Ç¥Chetan Mahajan, CEO, The Mavericks India, said: "We're thrilled to partner with CHOSEN, a brand that perfectly embodies our commitment to crafting compelling purpose-driven campaigns. Dr. Renita Rajan's innovative approach to skincare, rooted in evidence-based research, offers a unique opportunity to retell the true skincare story. CHOSEN?ÇÖs dedication to revolutionising the skincare industry aligns seamlessly with our values, and we're excited to contribute to their mission of promoting holistic skin health."