Harsimron is one of the well-known names in the field of perception management practice in India. Over the years, facing critical situations, some of the leading blue-chip and transnational companies have relied on his strategic counsel for a range of issues. He has used structured media strategy as one of the most potent media tools to successfully change perceptions of critical stakeholders. He headed the Public Relations function of Punjab Agro Industries Corporation (Pepsi’s JV Partner during the time it entered India). A six-year intense association with Pepsi, as the multinational was battling for a toehold in India, drew heavily upon Harsimron’s public affairs skills. It were these skills which he leveraged successfully first as director and head of the resource centre at Indian Public Affairs Network (PR wing of India’s largest advertising conglomerate, JWT) and then as chief executive of India InfoMedia. Harsimron has helmed and steered communication strategies in corporate as well as public policy arenas, including sensitive sectors like Alco-Bev and Tobacco.