Sterling expands Bollywood brief

The International Indian Film Academy is to use Sterling Media for a national media relations campaign.

The agency will highlight the academy's awards ceremony, known as the Bollywood Oscars, which takes place in the UK in June.

The academy previously used Beattie Communications for mainstream media relations and Sterling for ethnic media.

Beattie parted ways with the academy in February by mutual consent.

Sterling managing director Natasha Singh will lead the account, reporting to the academy's head of communications, Noreen Khan.

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