Director – British Government PDI

Besides being invited by United Nations bodies like UNODC, UNDP, UN Volunteers, UNIDO and UN Women, to serve on their advisory boards for adding value to several initiatives, Jerry was also invited by the British Government, Foreign & Commonwealth Office, British High Commission, DFID and British Council, for a formal diplomatic role equivalent to a First secretary to serve as the Director – Public Diplomacy Initiatives. Jerry was chosen and invited for his expertise to create unique initiatives to promote the UK- Cutting edge for 5 pillars. The PDI was launched with Tony Blair’s visit to India in 2005. The UK's public diplomacy initiative in India, as in many other countries, aimed to enhance understanding and build relationships with the Indian public through various means, including cultural exchange and aiming to increase UK’s appeal to India's rising generation of decision-makers.

The public diplomacy initiative encompassed 5 pillars, which included:

1. Arts and Culture: Promoting British cultural heritage and contemporary arts.
2. Business: Highlighting UK business strengths and investment opportunities.
3. Education: Encouraging students to consider UK universities and educational institutions.
4. Science and Technology: Promoting UK research and innovation.
5. Environment: Highlighting UK expertise in environmental issues.

In his role as Director- PDI Jerry conceptualised and creating many initiatives and campaigns. Few are outlined below.

1. UK Trade & Investment awards in partnership with BBC and CNBC to promote UK as a preferred hub for Business.
2. UK Scholar Hunt – A reality show in partnership with NDTV to promote UK as the prime destination for quality education
3. In 2005, British theatre director Tim Supple led a cultural exchange initiative in India as part of the UK's public diplomacy efforts. This initiative aimed to promote understanding and dialogue between the UK and India through cultural exchange. Supple's work involved producing large-scale theatrical productions, often in multiple languages, and engaging with local artists and audiences.
4. JETCO (India-UK Joint Economic and Trade Committee): Established in 2005 as part of Prime Minister Tony Blair’s Initiative, JETCO was a ministerial-level committee focused on enhancing economic cooperation and identifying trade and investment opportunities between India and UK.
5. An India-UK taskforce with environmentalists from both countries and filmmakers like David Attenborough and Mike Pandey to document environmental and climate change issues plaguing our countries and world.
6. An unique, cutting-edge creative advertising campaign (print, tv and out-of-home) to promote the UK cutting edge that appealed to inspire India's rising generation of decision-makers to consider the UK for education, business, and other opportunities.

Subsequently Jerry has also served on advisory boards of USIBC, CII, CBI and other business bodies to promote bilateral and multilateral business opportunities.