Edelman India bags the digital mandate for 20th Jio MAMI Mumbai Film Festival with Star


Mumbai Academy of Moving Image (MAMI), India’s leading platform for cinematic disruption and discovery, has appointed Edelman India to drive their Public Relations and Digital mandate for the upcoming edition of the Jio MAMI Mumbai Film Festival with Star.

The mandate focuses on driving strategic communication programmes for their annual property, the film festival. Edelman’s extensive experience in building brands and the firm’s expertise in running large format events, makes this an apt partnership.

MAMI was founded in 1997 by renowned film professionals from the Indian Film Industry to create an annual international film festival in India that brings the best of cinema to the audience and also creates a world class film festival that can find a pride place in the film festival map of the world. This edition of the Jio MAMI Mumbai Film Festival with Star will celebrate its 20th year milestone.

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Apart from the festival, the academy curates and runs a unique Year-Round Programme that sustains conversations around cinema throughout the year and makes cutting edge cinema from India and across the world available to audiences year-round.

With its experienced team of media strategists, content creators and creative thinkers, Edelman is strongly poised to drive communications for the Jio MAMI Mumbai Film Festival with Star and help it engage with a wide audience.

Creative Director- MAMI, Smriti Kiran said,“We are taking steps every year to strengthen our footprint and also strengthen the organization. For us, the next five years are years of institution building. A consummate film space does not exist in India and this is the one opportunity we have to create that entity. Getting Edelman on board is a step in this direction. They are one of the best integrated communications agencies in India comprising of Digital and PR professionals rooted in content. That is what we need. Disseminators who have a deep understanding of the work we do. I believe they will take the festival and the academy to the next level.”

“We have a national team that understands the mechanics of driving successful large-format events well. Managing multiple stakeholders, conversations and expectations, while telling a compelling and coherent story is a skill that our teams have developed over the years. Our earned-centric thinking and deep local understanding will help us craft a strong programme for the Jio MAMI Mumbai Film Festival with Star and we’re truly excited about this partnership,”said Himanshu Saxena, Brand Head, Edelman India.