NEW DELHI--General Motors and Audi are calling in fresh PR support in India following previous incumbent Edelman's high-profile new relationship with Tata Group.

The Edelman/Tata deal, in conjunction with ad agency Rediffusion, ensures that the US firm will now work on Tata Motors - South Asia’s largest automobile company.

It is understood that Audi has already handed a brief to automotive PR specialist Mavcomm, following a review that included several local and MNC PR firms. Mavcomm director Siddartha Upadhay declined to comment.

Meanwhile, GM reviewed its Indian mandate last week, with a number of firms contesting the pitch.

Edelman India CEO Robert Holdheim confirmed the split with GM and Audi, saying “we agreed to part ways mutually and amicably.”