NEW DELHI —Rolls-Royce India has appointed communications consultancy First Partners agency of record to handle its PR and comms remit for the India and South Asia region.

The India based firm replaces incumbent Weber Shandwick and is tasked with developing and implementing strategic communications framework by reinforcing the brand's core values and strengthening its positions among stakeholders. 

"India is a strategic growth market for Rolls-Royce. As we continue to grow our footprint in the country, we need a strong focus on an effective industrial communication supported by a cohesive content led approach. First partners was aligned to our evolving communications requirements in the region and we look forward to a productive partnership," said Aparna Srivastava, head of communications, Rolls-Royce, India and South Asia. 

The aerospace giant has maintained a relationship with India that spans over eight decades. The Rolls-Royce Group is organized into five business including civil aerospace, defense aerospace, power systems, marine and nuclear. It is the second largest provider of defense aero engines in the world. 

"We are thrilled to partner with Rolls-Royce, a global brand admired for its world class technology and engineering expertise. Our experience, passion and business outcome approach gives us an edge to deliver meaningful results for Rolls-Royce in India and South Asia," said Atul Ahluwalia, founding partner, First Partners. 

First Partners has offices in Noida, Gurugram, Mumbai, Bangalore, Chennai and Hyderabad.