Edelman, a leading global communications marketing firm, has announced the appointment of Zarif Tapia as head of its specialty company Cream Events, an experiential marketing unit. Based in Mumbai, Tapia will lead Edelman India’s events business and will report to Rakesh Thukral, managing director of Edelman India, effective immediately.
With over 20 years of experience in experiential marketing, Tapia joins Cream Events from Brand Activation, a division of Wizcraft International Entertainment. In addition to regional leadership, his profile at Brand Activation included developing integrated experiential marketing solutions across multiple platforms, including events, digital, PR and TV/radio.
“We are delighted to have Zarif on board,” said Thukral. “He brings to the table strategic thinking, experiential innovation and the ability to drive business growth – skills honed over long years. His proven track record of delivering experiential excellence across sectors will strengthen our integrated offering for our clients. We welcome him to the Daniel J. Edelman India family.”
Over the years, Tapia has counselled a wide range of Indian and multinational clients across the corporate, consumer, lifestyle and luxury sectors. More recently, he spearheaded Wizcraft’s venture into exposition and exhibition management, running prestigious projects such as the MCHI Property Expo, the largest property expo in India, and the IIFA Expo.
“I am excited about this opportunity to lead Cream Events,” said Tapia. “Experiential plays a vital role in the communications marketing mix today and I am looking forward to heading a team of event specialists who will bring creative and innovative solutions to our clients across sectors.”
About Edelman India
Edelman is a leading global communications marketing firm, and one of the largest PR firms in India. With a team of 400 professionals, Edelman has a presence across 11 locations and a representative network covering 200+ cities in India. Grounded by its core values and strengthened by its independence, Edelman strives to offer clients a truly integrated network and global approach — whether it’s cultivating stakeholder relationships, developing thought leadership platforms, creating digital strategies or breakthrough ideas that translate across cultures and borders. To engage stakeholders and move brands forward, Edelman India builds strategic ideas that marry insight and instinct, and are brought to life with fearless creative content. The firm was voted as one of India’s Best Companies to Work For by the Great Places To Work Institute in 2013, and South Asia PR Agency of the year – India by Campaign Asia Pacific for two years running (2012 and 2013).
About Cream Events (India) Pvt. Ltd
Cream Events (India) Pvt. Ltd. is a new age experiential marketing company working across various sectors with special expertise in the luxury and lifestyle space in India. In a span of five years, it has successfully launched 111 international brands in the country and continues to work with an impressive repertoire of prestigious names. Today, Cream Events is viewed as a one-stop solution provider to brands, and is recognised for its innovative approach, meticulous planning and impeccable execution. Activations, product and brand launches, strategies and unique concepts.