Meet the founder of Glad U Came, the PR agency behind India’s first Pay-By-Results (PBR) model in PR and Influencer Marketing

Maddie Amrutkar, Founder and CEO of Glad U Came, is one of the most influential figures in India’s PR and influencer marketing industry. 

Over the past six years, his ideas, people-first policies, and innovative strategies have made Glad U Came a well-known agency. 

Beyond business success, Maddie has set new standards for workplace practices, marketing accountability, and campaigns that create social impact.

Glad U Came Becomes First Indian PR Agency to Offer Period Leave Policy

One of Maddie’s first major contributions was improving workplace inclusivity. Glad U Came became the first PR agency in India to offer a Period Leave Policy, giving paid leave on the first day of menstruation to its mainly female staff.

This step started discussions across the country about menstrual equity and encouraged other companies to adopt similar policies. By focusing on employee well-being, Maddie helped make workplaces in the communications sector more thoughtful and fair.

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India's First Pay-By-Results (PBR) Marketing in PR & Influencer Marketing

During the pandemic, Maddie introduced India’s first Pay-By-Results (PBR) model in PR. This system lets brands pay for results instead of fixed retainers, reducing financial risk while ensuring effective campaigns.

The PBR model became a topic of discussion in the industry, with other agencies trying to copy it. By focusing on results, transparency, and accountability, Maddie set a new standard for PR and influencer marketing in India.

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About Glad U Came

Founded by Maddie, Glad U Came is a PR and influencer marketing agency that focuses on people, results, and social impact. The agency has worked with top brands in India and globally, organized PR for major fashion events, and formalized Celebrity Gifting, which is now a standard service for lifestyle campaigns. 

Under Maddie’s leadership, the agency continues to influence the communications industry and inspire others to follow its standards.

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Maddie Amrutkar – A Leader Recognised Across the Industry

In 2016, Maddie started Celebrity Gifting as a structured service in India. This helped brands engage celebrities in an organized way and allowed agencies to scale campaigns efficiently. Today, it is widely used in lifestyle marketing.

He has also worked with brands such as FabIndia, Tom Ford, A. Lange & Söhne, The Body Shop, and Montegrappa, and managed PR for Lakmé Fashion Week and Lotus Makeup India Fashion Week. His strong media and celebrity relationships have made Glad U Came a trusted name in fashion, luxury, and beauty sectors.

Maddie has used PR for social causes as well. Campaigns like #TeachThemYoung raise awareness about menstrual health among children and create important public conversations.

His work has been recognized with awards including:

• e4m PR & Corporate Communication Awards – 40 Under 40

• Reputation Today – 40 Young Turks Class of 2020

• STAKES PR & Communications Excellence Awards – PR Professional of the Year (Under 40)

• The Great Indian Marketing Awards – Young Marketer of the Year 2021

• Madx Award 2025 – Maddie Amrutkar

He also appears on the London-based podcast Soul Deli, sharing insights with personalities like Kapil Sharma, Sayani Gupta, and Nandita Das. Maddie’s focus on workplace fairness, results-driven marketing, celebrity engagement, and social campaigns has had a lasting impact on India’s communications industry.

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