It was an idea whose time had come. Early 1990s, Dilip Cherian picked valour over discretion and incubated a business that grew to become a leading image development company – Perfect Relations. Credit goes to Dilip for according ‘Advocacy’ a positive connotation and neatly marrying it with public relations. This has earned him the title of ‘Image Guru’ that has led to his involvement in mentoring global organisations in the domains of brand positioning, market entry strategy and policy parameters. Known for his editorial independence, he was instrumental in creating the voice of one of India’s biggest business daily – The Observer of Business & Politics. Dilip specialises in crises management with a knack to dwell deep into crisis mandates and deriving alternative strategies.