Home / Industries / IPO & listed companies / IPO branding
Industries · IPO & listed companies · IPO branding
The brand work for the 12 to 18 months before listing. One story that fits your offer documents.
A strategist calls you in one working day.
An IPO branding agency shapes how your company looks, sounds and is described before it sells shares to the public. PromotEdge does this in the 12 to 18 months before listing.
We build one company story that fits your offer documents, tidy your names and marks, prepare investor-ready web pages and write leadership profiles, with your merchant banker and lawyers reviewing.
An IPO (initial public offering) is the first time a company sells shares to the public. SEBI (the Securities and Exchange Board of India, the market regulator) limits what you may say once an issue is under way. So the cheap time to fix your brand is before the paperwork starts. The wider rules are on our IPO and listed companies page. The jobs that follow are on the financial PR (public relations) and annual report design sections of that page.
A brand is not a prospectus. Your merchant banker (the SEBI-registered firm that runs the issue, called the lead manager) and your lawyers write the offer documents. We do not. We make sure the company investors see online is the one those documents describe.
We have not branded a company for its IPO, and no IPO case page exists on this site. Our nearest work is branding for industrial and manufacturing companies, shown on our industrial manufacturing page. None of it is an IPO client, and we claim no listing result.
“Our website says "market leader", and our banker asked for the proof.”
SEBI's rule for offer documents lets terms like "market leader" stand only when a proper source backs them. A claim without a source gets cut from the draft, and then your website disagrees with your filing. We list every claim on your site, ask for its source, and cut or soften the rest first.
“We use a legal name, a brand name and an old name, and nobody knows who owns what.”
The offer document must say whether the company legally holds its trademarks and brand names, and if another entity does, who and under what agreement. It also gives the dates and reasons of name changes. We make one list of every name, logo and mark, its owner and where it is used. Your lawyers get the gaps.
“We want a new company name before listing.”
Ask your lawyers early. SEBI's eligibility rule says a company that changed its name in the last year needs at least half of the preceding year's revenue from the activity the new name shows. Whether that fits you is their call. The earlier you decide, the less it can bite.
“A media house offered us an "IPO coverage" package.”
SEBI asks the lead manager to certify news reports during the issue, including those from media groups with a private treaty or shareholders' agreement with the company or its promoters. After listing, media agreements go on your website. Ask your lawyers before you sign.
This is our planning view, not a rule. A new identity, website and leadership profiles take months, and are easier to finish before the board approves the issue. With less time we run a tighter order.
We collect every page, deck, profile and listing that names your company, and mark each claim, name and mark. This is a brand audit for a company that will soon be read closely. We also read how peers describe themselves. SEBI lists the draft offer documents filed with it, each with a link.
The equity story answers why someone should own a share of your company. Our brand strategy work states what you do, for whom, how you earn and where you plan to go. SEBI's offer-document format asks for business strategy without forecasts of financial performance, so ours carries none. Your CFO (chief financial officer) checks every number.
We settle the company name, brand names and logo use, with rebranding only where needed. A trademark registration runs ten years and renews for ten more, under section 25 of the Trade Marks Act, so we list every renewal date. If the web address changes, Google advises permanent (301) redirects and redirects kept for at least a year.
Your draft offer document sits on your own website for public comment for at least 21 days, under SEBI ICDR Regulation 26. After listing, a separate investor section is required under LODR Regulation 46. We plan both into the website, and set the markup that tells Google your preferred site name.
Each founder and director gets one approved profile and one photo set. After listing, LODR asks for a brief profile of each director with directorships and full-time positions. Our leadership PR team reuses the same text on LinkedIn, the website and media kits.
Before the board meeting we give you brand rules for everyone who writes about the company. SEBI's Schedule IX (2) wants communication after that meeting to match your past practice, so we finish identity changes first. Once the issue is under way, every public piece goes through your lead managers.
Results ads, annual report, website and posts should look and sound like one company. If you rename later, LODR Regulation 45 sets conditions, and Regulation 46 asks you to show both names for one year.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Deeper reading if you want the research behind the plan.
The windows are our planning view. Your lawyers and merchant banker set the real dates and decide what applies to you.
| When (our planning view) | Brand work | Who must see it | Why this timing |
|---|---|---|---|
| 18 to 12 months before the board meeting that approves the issue | Audit of names, marks, claims, pages and profiles. Choose the company story. | Founders, CFO, lawyers | A gap found now costs a week. Found during drafting, it delays the draft. |
| 12 to 6 months before | Tidy names, logos and marks. Build the investor-ready website. Write the leadership profiles. | CFO, company secretary, lawyers | A look launched now becomes your normal practice. |
| 6 months before to the board meeting | Freeze the look. Fix small errors. Give brand rules to everyone who writes about you. | Merchant banker, lawyers | SEBI wants communication after that meeting to match your past practice (Schedule IX (2)). |
| Board meeting to filing of the draft offer document | Business as usual, in the style you already use. No relaunch. | Lead managers | Anything new may need an "issue proposed" line. |
| Filing to allotment | No new claims. Treat the website as publicity. Changes go through the lead managers. | Lead managers, lawyers | Publicity may carry only what the offer document carries. |
| First year after listing | Same look in results ads, annual report and website. Show both names if you renamed. | Company secretary, investor relations head | LODR Reg 46(2)(p) asks for both names for one year after a change. |
SEBI may give observations on a draft offer document within thirty days of the later of several dates, and an issue may open within twelve months of them. So filing dates move with your bankers' plan.
Source: Our own method. SEBI ICDR Regulations, 2018 (amended up to 21 March 2026), regulations 25(4), 44(1) and Schedule IX, and SEBI LODR Regulations, 2015 (amended up to 14 July 2026), regulation 46. Read 29 October 2026
New claims. Size, rank, growth and market share need a proper source. Issue advertisements may not promise rapid growth in revenue or profits.
Issue slogans and names. SEBI bars slogans, expletives and non-factual titles, and brand names for the issue other than your normal commercial names.
Numbers. If publicity shows financial data, SEBI asks for the past three years, with revenue, net profit, reserves, earnings per share, dividends and book value. One good year on a banner does not meet that.
Films and interviews. SEBI counts documentaries about the issuer or its promoters, and interviews by promoters and directors, as publicity.
Marketing during pre-filing. If your lawyers choose SEBI's optional pre-filing route, the draft stays out of the public domain, and the issuer and lead manager promise SEBI no marketing or advertisement for the issue.
Source: SEBI ICDR Regulations, 2018, Schedule IX (1), Explanation (I), Schedule VI Part A, and regulation 59C. Read 29 October 2026
You keep the offer document, the legal advice and the approvals. This is general guidance, not legal advice.
Our beliefWe're professionals. We'd rather be blunt than pleasing.
We don't publish a price list. After a 30-minute strategist call, a written quote follows within 2 working days.
| Way of working | When it fits |
|---|---|
| Pre-IPO brand project | Audit, story, identity tidy-up, website pages and profiles built once. We confirm the timeline in the quote |
| Monthly retainer | Upkeep through the issue year and the first year listed. Minimum 3 months, 30 days' notice to stop |
Ask any agency whether it will tell you to cut a claim you like. Be wary of anyone who promises a subscription level or a share price.
For projects we think we can help, this is how it goes.
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
A short, honest plan: what to fix first and what we would do. It is free.
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. A single job, such as one event or one print run, is quoted as one project.
The expertise that fits your business, and the places we work.
“PromotEdge and their team did an excellent job with our website. They engaged with every team member, understanding their needs with great patience before collating them into a user requirement and a design spec. The result was both aesthetically pleasing and usable. PromotEdge continues to support us and our ever-growing and very demanding wish list. We hope to grow this relationship beyond website design and into content development. I am confident that PromotEdge's team will continue to guide us in delivering product content to our global customers, making the website an important tool for product awareness and lead generation.”
Bimal ShahExecutive Director at Fine Organic Industries LimitedManufacturing
“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!!Saurav is one of the most open person I have come across who is ready to speak abt the elephant in the room , that no body wants to talk about !”
Harsh GuptaManaging Director at Rishta FoodsFMCG
“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. I extend my gratitude to Benjamin and the team for their dedication and hard work, which has resulted in a new, fresh-looking site that perfectly meets our expectations.”
Mom MitraMarketing Head at IleadEducation“Working with PromotEdge has been an enriching experience for ABP at many different levels. Your understanding of the digital space, customized brand solutions and prompt servicing have helped us achieve our brand goals with so much ease.I would like to especially thank the creative development team, the digital strategy team and above all the servicing team with whom I have worked in close association with, for their all-round support. I wish you all the best in your upcoming projects and I look forward to collaborating with you in future as well.”
Satabdi SahuLead - Brand and Content at ABP EducationEducation“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team.When the team is wonderful, the outcome will definitely be wonderful. I have seen the first cut of the reel which they shot the first day, and they gave us on the morning of the second day.The entire first day they worked so hard and over the night they have edited and on the morning they shared it with us.This is just fabulous and the commitment they have shown. The FIVB team has said that they are very happy with team PromotEdge.And when I showed this clip to my friends, those who are from this industry, they (also said that they) have done a fabulous work.So happy and compliments to the team -- Sayantan and PromotEdge team.Thank you.”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball LeagueSports
“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan).I would like to give you a brief detail. So when we started this project, we had a good discussion with them. And personally, I feel PromotEdge is kind of a one stop solution for us. So basically, they provided us the whole storyboarding regarding the digital assets and how we can use those with our ambassadors programme.They helped us a lot to structurize the whole concept from our side. So in fact, there were a lot of great ideas they provided, guiding us...what we should do and what we should not do in this regard.And the best part was that they were very clear from there, from the whole blueprint. So they understood our request from the proposal and then accordingly they executed it.”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVBSports“PromotEdge has been working with our organization for social media management and other creative activities. They are responsive, supportive and hard working. We look forward to a long and positive relationship with them.”
Medha SharmaStrategic Head at TATA MetaliksSteel and metals“PromotEdge has been a unique creative group amongst unique creativity world. Approaching, analysing, understanding the deliverables with ethos and transferring the same into a spellbound creative identity, just cut out for clients’ requirement are signature values of the team. A huge ROI, thy name is PromotEdge.”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.Manufacturing
“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. Their uniqueness lies in their hands down knowledge of delivering the strategy and communication needed for the hour. A practical approach to ensuring return of investment has been the day one mantra. An advisory to an executionist, the systematic approach by team PromotEdge has been the impeccable.”
Bobby SrinivasChief Manager Marketing & Brand Marketing at Utkarsh IndiaSteel and metals
“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik LightingElectricals“As a progressive and emerging digital marketing company, PromotEdge is doing something right to enhance the experience of companies associated with them.The format they have created is great, there is a smooth flow of communication, great brainstorming sessions and additionally super ideations and executions.Pritha, the account manager, has always been supportive. Whether day or night, weekday or weekend, she came through and solved the problems.…”
Anish Basu MallikMarketing Executive at Unimark GroupReal estate“I had a great time in Kolkata, I met entire PromotEdge team and they are amazing. Design language that they follow is crazy, the copywriting is crazy. I think they are one of the best digital marketing agencies, not just in Kolkata, entire eastern region and I think brand should not leave the chance to interact with these guys, make stories together.So, if I had something here, I would have definitely collaborated with them and worked. Now is the time, I mean it’s not even a question whether digital is important or not you don’t have an option today. Go digital work with PromotEdge and create your brand stories. Thank You.”
Manish PandeyConsultant & Coach to Content Creator“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team).Sayantan and his team is providing you to see this video.I just (want to say) _Shukriya_. Thank you so much for your team, because we are here in front of the camera but all the team is behind. The entire team together did this great job so that you can see how much volleyball is a lovely sport.”
GibaBrazilian Former Volleyball PlayerSports“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics GroupSteel and metals
“I've known PromotEdge for quite a few years. PromotEdge is passionate, knowledgeable, and destined for success. What stands out is their positivity, energy, passion, and innovative thinking. They bring a warm presence to their work. Best wishes to PromotEdge.”
Mahendra SurekaFounder & CEO at India MACJ - A Buyers Choice Home InspectionsReal estate
“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & DiamondsJewellery retail
“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.Most importantly, They have a bunch of energetic young people who always think from clients’ point of view and come up with the solution which is appropriate for them.I would personally refer PromotEdge to those who want creative and contemporary work.We wish PromotEdge a successful journey ahead.”
Sharif Rezwan KabirBrand Manager at PRAN RFL GroupFMCG“I would just like to congratulate, PromotEdge Led by Sayantan and his Team who have done an absolutely fantastic job of branding for the Kolkata Thunderbolts, the Branding, the social media campaign was bang on, and I think it help not just the Kolkata Thunderbolts but its really helped me because in the East there was at least one Team that looking very well promoted and branded. Thanks guyz, well done.”
Joy BhattacharjyaCEO at Prime Volleyball LeagueSports“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. My experience with PromotEdge has been extremely satisfying and they have done world class job for Brand Building exercise of LION INDIA.In my professional life spanning over 4 decades I have always worked with leading agencies like Lintas, Grey, etc so my benchmarking was rather high. I am delighted to say that i did find the agency measuring up nicely on every parameter of our expectations. The team […] comes majorly from experienced staff who have had experience in large agencies. Added to this is the” young oozing with unique new.”
Hardeep SinghMarketing Consultant“It’s a great way to be back at PromotEdge. I had a great time working them in Kolkata Tunderbolts doing the Volley Biswas character and they all are like good friends like family Saurav Bhaiya, […], and as I speak, I see Sayantan da walking in. HA HA! But it’s been a great experience I am glad to again meeting them and being here at the PromotEdge. Make Calcutta relevant again.”
Priyam GhoseContent CreatorIPO branding is the work that prepares a company's name, look, story and online pages before it sells shares to the public. It aims for one consistent company, matching the offer documents your lawyers and merchant banker write. It does not write the offer document or promise a subscription.
Our advice is 12 to 18 months before the board meeting that approves the issue. After that meeting, SEBI wants communication to match your past practice or to say an issue is proposed, so big changes are better made earlier. Your lawyers set the real dates. With less time, we shrink the scope.
You can, but ask your lawyers first. SEBI's eligibility rule says a company that changed its name in the last year must have earned at least half of the preceding year's revenue from the activity the new name shows. Other routes exist, and a lawyer decides which one fits.
Not on its own. SEBI requires the lead manager's approval for issue advertisements, and bars issue slogans, models and celebrities. We do the brand work before the issue, and can design material your lead managers approve. The IPO and listed companies page lists the advertising rules.
Hold back new claims about size, rank, growth or market share. SEBI lets terms like "market leader" stand only with a proper source, and issue advertisements may not promise rapid growth in revenue or profits. Also hold back forecasts and issue slogans. Ask your lead managers first.
We don't publish a price list, because two companies rarely need the same work. The cost depends on the time left, names and marks, the website, leaders to profile and reviewers. A written quote follows within 2 working days of a 30-minute strategist call.
No, and we say so plainly. We have no IPO client and no IPO case page. Our nearest work is branding for industrial and manufacturing companies, and none of it is an IPO client. We show no listing result. We offer a clear plan and an honest audit of your claims.
The work changes shape. After listing, your results ads, annual report and website are read against your filings, and LODR asks for director profiles and, after a rename, both names for a year. So we keep one look and one wording across them.
Ongoing monthly work has a 3-month minimum. After that you can stop with 30 days' notice. A project has a clear end, and we confirm its timeline in the quote. The smallest first step, a free 30-minute call and a one-page plan, commits you to nothing.
Before work starts, we agree in writing who your main contact is, how often you meet, and who signs off each piece of work. The person who plans your campaign talks to the person who designs it every day. The seniors you meet at the first call are the people who run your work.
