In a major breakthrough, Grey International will now handle all PR communications for Chief Minister Ashok Gehlot of the Western Rajasthan State.
The agency aims to help the Minister improve the image of the government which has recently suffered from public criticism over the various economic measures undertaken by his regime.
The agency will be facing flak from the general public and the media who feel that the government's recent economic reforms, particularly power sector reforms, has hit the middle-class hard.
According to one Rajasthan Government official, Gehlot turned to Grey International when he realised that his image could only be retrieved from the present distressing situation by an international PR agency.
Although the official did not say how much money was involved in the account, the hiring of the PR agency is likely to result in a huge cost to the public exchequer.