“The bankers stopped our planned campaign three weeks before the issue opened.”
Plan the communication calendar with your lead managers from the start, so nothing is pulled at the last minute.
This is mineHome / Industries / IPO & listed companies
Industries · IPO & listed companies
IPO & listed companiesmarketing agency
Before the IPO and during it, then every quarter after. One clear story, told within SEBI's rules.
/ 01 IPO and listed company marketing
Investors buya story they trust.
Once a company goes public, investors read everything it says and check it against its stock exchange filings. PromotEdge is an IPO and listed companies marketing agency.
We help listed Indian companies, and those preparing for an initial public offering (IPO), earn investor trust. We give you one clear story, told within the rules of SEBI (the Securities and Exchange Board of India, the market regulator). We work with your chief financial officer (CFO), company secretary and investor relations (IR) head. We make the results ads and the investor website, and we design the annual report. We also make films and handle public relations (PR).
Going public changes who reads your marketing. Shareholders, analysts and journalists now read your website, annual report and LinkedIn posts. They check it all against your stock exchange filings and your offer document, the prospectus investors read before they apply.
The equity story answers one question: why should someone own a share of this company? It must agree with the offer document. SEBI lets issue publicity say only what that document says.
So every piece goes through your lead managers (the merchant bankers who run the issue), lawyers, company secretary and CFO.
/ 02 What usually gets in the way
What gets in the wayand the way through.
“Our results ad is a dense table that nobody reads.”
Run a short notice with a QR code to the full results. SEBI's rules have allowed this since December 2024. Our newspaper ads work in both forms.
This is mine“Customers know our product brand, but investors don't know the company behind it.”
Give the company its own identity and story. Our brand strategy treats a product brand and a corporate brand as two jobs.
This is mine“Fund managers have never seen our plants, so they value us only on numbers.”
A corporate film takes them inside, within the offer document (SEBI treats a film as publicity in an issue). Investors then see a real business.
This is mine/ 03 Proof
Who we haveworked with.
ITC, Balrampur Chini, Usha Martin, AIA Engineering, Skipper and Himadri are listed companies on our client list. We haven't yet published an IPO case. For Skipper we scripted and shot a factory film.
Brands we have worked with
“An aligned partner is always a welcoming step. Someone who can think deep through lines, understand the matrix of product management. Fortunate enough, PromotEdge has been a partner in progress for me. …”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh India“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them. …”
Anish Basu MallikMarketing Executive at Unimark Group“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL Group/ 04 Order to start
Start in this order,one company story.
| Step | What we do | Why |
|---|---|---|
| 1. Strategy | A brand audit, then the equity story, drafted with management and checked against the offer document. | One story everywhere keeps investors' trust. |
| 2. Website and search | An investor website, search for your company name, and a watch on what is said about you online. | Analysts search your name before they read a filing. |
| 3. Ads, report and films | Results ads, the annual report, plant films and PR. Lead managers approve issue ads. | Results ads are required. Films show a real business. |
| 4. Meets and AGM | Material for analyst meets, plant visits and AGM set-up. Decks for fund-manager meetings before the issue. | Face-to-face meetings decide large investments. |
We do not write the offer document or give legal or investment advice. Your bankers, lawyers and auditors own those.
/ 05 Cost
What IPO and listed-company work costs.
We don't publish a price list. After a 30-minute strategist call, we send a written scope and quote.
What affects the cost
- Where you are: before the issue, in the issue period, or listed
- Scope: brand and equity story, website, films, annual report, PR
- Number of results ads and the papers they run in
- Languages, and how many people review each piece
How we quote
- We talk about where you are and your reporting calendar
- We write a scope that fits your bankers' and secretary's dates
- A written quote follows within 2 working days, each cost on its own line
What you get in the quote
- Each piece of work in the scope
- Review by banker, counsel and company secretary
- Results ads and the papers they run in, at actuals
- What we do not do: the offer document, legal or investment advice
How it is billed
| Way of working | When it fits |
|---|---|
| Pre-IPO project | Brand, equity story, website and films, all before the issue. We confirm the timeline in the quote |
| Yearly listed-company retainer | Results ads and the annual report, AGM material, website upkeep and PR. Minimum 3 months, 30 days' notice to stop |
| Media at actuals | Newspaper space and corporate campaigns, billed as the media owners charge |
No honest agency can promise a subscription level or a listing-day price. Be wary of anyone who does.
Every client and project is different. The cost depends on the effort it takes, so we price after the first call.
/ 06 Services
Services forIPO and listed companies.
Digital marketing for listed firms
Search, ads, social and WhatsApp planned together for investors, kept inside SEBI rules and read on enquiries.
Search pages for listed companies
Pages that answer what shareholders search for, like results and announcements, using only facts you have already filed.
Lead generation for listed firms
Steady enquiries from the right people: investors, analysts and partners. We give no investment advice.
AI tools for results season
AI sorts past analyst questions and flags number mismatches. People check each flag.
Brand strategy and equity story
One company story, checked against your offer document.
Newspaper results ads
Results notices with a QR code, and issue ads lead managers clear.
All services for IPO & listed companies (7)
Annual report and BRSR design
Pages from your secretary's list, as a searchable PDF.
Investor presentations
Decks that answer analysts' usual questions in the first slides.
Corporate and plant films
Plant films for investors, within the offer document.
YouTubeLinkedInFinancial PR
Results notes, spokesperson training and holding statements.
Investor relations website
A clear site that carries what Regulation 46 asks for.
LinkedIn for your leaders
Leader and company posts, checked by your company secretary first.
LinkedInAnalyst meets and AGM
Material and set-up for analyst meets, plant visits and the AGM.
Unsure whether the investor website, the annual report or the film should come first? Let's line them up with your company secretary. Line up the work
/ 07 AI and automation
Where AI can help IPO and listed companiestoday.
Real business problems, from sales to back office, each with a plain AI fix. A person stays in charge of every step.
Investor complaints raised on SEBI's SCORES portal go to the company automatically, and the company must reply within a set time.
The AI fix A helpdesk assistant sorts each query, drafts a reply from registrar data and tracks the deadline. The company secretary approves every reply. It never gives share-price views.
Source: Moneylife (news), 16 June 2025
A company planning an IPO has to keep its ads and publicity within strict limits, so every post and press note needs a careful check.
The AI fix An assistant reads each planned post or press note and flags IPO, valuation or forecast talk. The lead manager and lawyers decide; AI never approves.
Source: CBCL, NLIU Bhopal law blog (student author), 8 July 2025
AI and automation systems WhatsApp automation Chatbots
These show what such tools do. Each card links its source. We do not claim a past project here.
Go deeperMore on this
The IPO and listed-company market in depth
Market size and trend
India had 366 new listings in 2025-26, up from 320 the year before. Of these, 109 were main board IPOs and 257 were on SME platforms, a record for SME. The 109 main board IPOs raised about ₹1.8 lakh crore, 8.9% more than in 2024-25.
Source: SEBI, Annual Report 2025-26, chapter 3 Primary Markets, section 3.1.2 (A), August 2026, with data from BSE and NSE
How buyers decide
Our view: a CFO or company secretary asks the merchant banker and a peer company first. Then they read your past annual reports, results ads and website. They meet two or three agencies. They drop out when an agency cannot work under the bankers' approval, or promises a subscription level.
What buyers expect
In their words: "Will my lead manager clear this? Will it match our filings? Can you meet our dates?" Few say it aloud, but they also judge you on confidentiality, one named contact, and a calm hand when results run late.
How companies here list
A main board IPO means the lead managers clear every issue ad. An SME platform IPO skips the newspaper results ad once listed. A listed company lives by a yearly calendar. Startups heading for a listing can read our startups page, and SME-listed makers our industrial manufacturing page.
Source: SEBI LODR Regulations, 2015, Regulation 47(4), amended up to 14 July 2026. SEBI ICDR Regulations, 2018, Schedule IX, amended up to 21 March 2026
Where it is heading, and AI today and next
SEBI's review of 543 main board IPOs sees a partial shift from owners selling shares to raising fresh capital. AI today sorts past analyst questions and flags number mismatches. AI next may answer investors from your filings, so a clear investor page matters. AI cannot sign off numbers. See our AI systems.
Source: SEBI, Annual Report 2025-26, chapter 3, Box 3.2, August 2026
People, bodies and stories
Associations and bodies
SEBI: the securities market regulator, set up to protect investors.
BSE: a stock exchange, formerly the Bombay Stock Exchange.
NSE: a stock exchange with main board and SME routes to listing.
ICSI: the statutory body for company secretaries, under the Company Secretaries Act, 1980.
ICAI: the statutory body for chartered accountants. It also sets accounting standards.
Source: Each body's own website, read 10 October 2026. SEBI, stock exchanges. ICSI, RTI manual. ICAI, About
People who scaled the category
Falguni Nayar was a managing director at Kotak Mahindra Capital before she set up Nykaa in 2012. Nykaa's IPO came in November 2021.
Ashishkumar Chauhan was part of the founding team of NSE, then ran BSE as chief executive from 2012. He has led NSE as managing director and chief executive since July 2022.
Source: EY, Entrepreneur Of The Year 2021, Falguni Nayar, 2021. Business Today, Ashishkumar Chauhan takes charge as NSE CEO, MD, 26 July 2022
A brand journey worth knowing: Eternal (formerly Zomato)
Deepinder Goyal wrote the first code in 2007 for Zomato, then called Foodiebay. After the company bought Blinkit, it used the name Eternal inside, to keep the company apart from the Zomato app.
In February 2025 he asked shareholders to rename the company, not the app. Zomato Limited became Eternal Limited on 20 March 2025.
Source: Storyboard18, Zomato is an accidental company: Deepinder Goyal's full letter to shareholders, 6 February 2025. The Week (PTI), Zomato is now Eternal, MCA approves name change, 20 March 2025
What you can do, and how we would deliver
What you can do, and what is not ours
Your merchant bankers, lawyers and auditors write the offer document, and the lead managers clear every issue ad. Your company secretary files with the exchanges, and your finance team owns every number. An in-house investor relations head fits when analysts call every week. We take the story, design, films and press.
How we would deliver, and why each step
First brand strategy, so the equity story is agreed with management and checked against the offer document. Then the investor website, because analysts search your name before they read a filing. Then the results ads, report, films and PR, each cleared by your bankers or secretary. Meets and AGM material come last, on dates fixed at the start. Saurav Agarwal, our Founder and CEO, takes the strategy call, the business review and the budget and return-on-investment logic. Rima Shaw, our Senior Account Manager, is your day-to-day contact and sends the weekly reports.
Annual report design
Your company secretary and auditors decide what the report says. Regulation 34 of LODR lists what goes in: audited accounts, the directors' report and a management discussion. The 1,000 largest listed companies by market value add a sustainability report, the BRSR. Section 134 of the Companies Act, 2013 covers the Board's report. We open with one page of key numbers, the dividend and the AGM date. The file goes to the exchange before dispatch starts. A revised copy is due within 48 hours after the AGM. See our annual report design service.
Source: SEBI LODR Regulations, 2015, Regulation 34. Amended up to 14 July 2026. Companies Act, 2013, section 134.
Financial PR
LODR Regulation 30 asks for a board's decisions, results included, to reach the stock exchanges within 30 minutes of the meeting closing. If it closes after trading hours, but more than three hours before the next trading day begins, the limit is three hours. Only then does a note go to journalists. SEBI's insider trading rules, 2015 protect price-sensitive news that is not yet public, such as results. An agency that sees draft results counts as an insider. So we sign confidentiality terms first. See our financial PR, crisis communication and online reputation services.
Source: SEBI LODR Regulations, 2015, Regulation 30. Amended up to 14 July 2026. SEBI Prohibition of Insider Trading Regulations, 2015. Amended up to 12 March 2025.
/ 08 Worth knowing
Worthknowing.
Useful before you start. Open it when you need it.
Checklist, rules, AI for operations (3)
Brand basics checklist
The basics
- Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
- Domain and business emailyourname.com and name@yourname.com, not a free mail address.
- A website that works on phonesFast, secure, with Call and WhatsApp buttons.
- Google Business ProfileCorrect name, hours, photos and category.
- WhatsApp BusinessCatalogue, quick replies and an away message.
- Social media handlesThe same name on each platform you use.
- Business cardsName, role, phone, email and website.
- Letterhead and invoiceYour legal name, address and tax details, with your logo.
- Company profile or brochureOne document you can send on WhatsApp.
- SignageMatches your logo and your Google listing.
- Photos and short videosReal work, real people, real premises.
For IPO and listed companies
- Investor relations page and disclosure archiveExchange filings stay on your website for at least five years. LODR Regulation 30(8).
- Annual report and BRSRFiled with the exchange on or before dispatch, then posted online. LODR Regulation 34.
- Regulation 46 website disclosuresA separate section, kept correct and updated within two working days. LODR Regulation 46.
- Grievance email, officers and SCORES contactSCORES is SEBI's complaints site. Redress within 21 calendar days. LODR Regulation 13.
- Press release archive and a named spokespersonSEBI insider trading rules ask for a chief investor relations officer.
- ESG reportBRSR is the rule for the top 1,000. A fuller report is a choice.
- Shareholder FAQsA plain page on dividends, share transfer and the AGM. Good practice, not a rule.
SEBI's rules, planned in from day one.
ICDR: Issue of Capital and Disclosure Requirements. LODR: Listing Obligations and Disclosure Requirements.
During an issue. SEBI's ICDR Regulations, 2018 are the rules for issuing shares. Regulation 42 and Schedule IX cover all issue publicity, films too. It must be truthful. It may say only what the offer document says. The lead managers approve it.
Issue ads may not use slogans, models or celebrities, or promise fast growth. From board approval to allotment, product ads must not mention performance. No ad may say an open issue is fully subscribed (Regulation 43).
Every quarter. SEBI's LODR Regulations, 2015 are the rules for listed companies. Regulation 47 asks for a results ad with a QR code within 48 hours of the board meeting.
It runs in an English national daily and a regional-language daily. Companies on an SME (small and medium enterprise) platform are exempt.
News that can move the share price. LODR Regulation 30 and SEBI's insider trading rules, 2015 put the stock exchanges first. A release, post or interview comes after.
Every year. The Companies Act, 2013 and LODR Regulation 34 set what the annual report holds and when the AGM is held. The 1,000 largest listed companies by market value add a sustainability report, the BRSR. General guidance, not legal advice.
AI for the back office
Under SEBI's listing rules, a listed company must tell the stock exchanges about fines or orders against it, so every notice must be checked.
The AI fix One mailbox collects all legal and finance notices. AI flags likely disclosure items against the company's policy and starts a countdown. The company secretary decides and files.
SEBI's insider-trading rules need a listed company to keep a digital log of any sharing of not-yet-public news that could move its share price.
The AI fix AI helps teams log each share of such news on a simple form, describing its type without storing details. The compliance officer reviews, and a company secretary certifies.
Source: NSE circular NSE/CML/31 on the Structured Digital Database, 18 October 2024 (copy hosted by ca2013.com)
Some listed companies that report sustainability data from their suppliers and buyers find it hard to collect it from partners without a clear method.
The AI fix Standard forms go to partners by email or WhatsApp, document AI reads uploaded bills into the template, and late partners get reminders. The sustainability head verifies the numbers.
Source: Uniqus Consultech (advisory article), 16 January 2025
Which hurts more: a campaign pulled by the bankers or a results ad nobody reads? Tell us, and we'll plan your first step. Pick the bigger worry
/ 09 Learn from the leaders
What we can learn from the leadersin IPO and listed companies.
Well-known Indian brands, each with one plain lesson for an owner in your line of work. Names only, as public examples.
Honasa Consumer
Gather a group of your real buyers and ask what they need. Let their answers shape what you make.
What they did Honasa says it built a community of digitally active mothers to learn their needs. It used what it learned to shape Mamaearth's product plans.
Eternal (Zomato)
Explain a big change in plain words, and say what stays the same. Tell people early which name or product is not changing.
What they did In a February 2025 letter, Zomato said it would rename the company Eternal, not the Zomato brand or app. Eternal was already used inside the company.
Source: Storyboard18, full letter to shareholders, 6 Feb 2025 (company's own statement)
Polycab
Refresh your brand line as you grow, and say so on your history page. Keep dated milestones there for investors and buyers.
What they did Its history page says Polycab listed on the BSE and NSE in 2019. It also lists a brand refresh, from 'Connection Zindagi ka' to 'Ideas.Connected', under 2023.
Source: Polycab, company history page (company's own statement, read Oct 2026)
Nykaa (FSN E-Commerce)
Tell the founder's story with dates before you ask for trust. A clear start year and past work make the story easy to check.
What they did EY India's 2021 awards page gives Nykaa's start year as 2012. It says founder Falguni Nayar was earlier a managing director at Kotak Mahindra Capital.
These brands are not clients of ours and we use no logos. Each card links its source.
Planning your next year around the dates that matter? Ask us on WhatsApp, and we'll point you to a first step. Ask on WhatsApp
We can't do magic alone. The more involved you are, the faster you see results.
/ 10 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
For CFOs and company secretaries, and for IR heads
Tell us what's not working.We'll plan your year around the dates that matter.
Straight answers.
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Yes, within limits. Under SEBI's ICDR Regulations, 2018, issue publicity may say only what the offer document says. The lead managers approve it first. Product ads can go on. But from board approval until shares are allotted, they must not mention the company's performance. General guidance, not legal advice.
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No. Your merchant bankers, lawyers and auditors write both. We make sure your brand, website, films and ads say the same things in plain words. They never go beyond what the offer document allows. During an issue, your lead managers approve that publicity first.
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Ideally a year or more before filing, because a new brand, website and corporate film take time. We confirm the timeline in the quote. After the board approves the issue, publicity must match past practice. Anything new must say an issue is planned. So go live before that meeting.
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Nobody can honestly call themselves the best, so judge on four things. Do they work under your lead managers' approval? Can they show real annual reports, results ads or films? Can they keep a quarterly calendar for years? Will you meet the people doing the work? Be wary of anyone promising a subscription level.
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It depends on where you are: before the issue, in the issue period or listed. It also depends on the scope: brand, website, films, annual report or PR. We don't publish a price list. After a first call, a written quote follows within 2 working days.
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Yes. An SME IPO lists on the SME platform of a stock exchange. These companies need the basics done well: a clear website with an investor section, a short corporate film and a simple annual report. They are exempt from the newspaper results ad in LODR Regulation 47.
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As general guidance, Regulation 46 of LODR lists what a listed company's website must carry. That includes business details, policies and the annual report. It also covers financial results and the shareholding pattern. Contacts for investor complaints, and analyst-meet schedules and presentations, are on the list too. Your company secretary confirms the full list.
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Yes. We make corporate and plant films that take investors inside the plant to see the process and the people. During an issue, SEBI counts a film as publicity. So it may say only what the offer document says, and the lead managers approve it first.