NEW DELHI — Western Digital has shifted its Indian PR mandate to Avian Media following a competitive review.

The data storage player has tasked Avian with highlighting the company’s business strengths, promoting technology leadership and innovation and building online advocacy for the brand.

"The strength of the Avian team’s ideas and their ability to understand our company’s proposition and the industry we’re in was pivotal in our decision to appoint them,” said Paul Wooding, director of PR for Western Digital EMEAI.

Western Digital previously worked with Text 100 in India, and also has a global relationship with Edelman.

The company's Indian PR campaign will aim to help Western Digital build emotional connections with consumers by making them owners of their digital lives. "This partnership is testament to the strength of our ideas and our ability to devise insight-driven creative campaigns that influence behavior and drive change," said Avian Media CEO Nitin Mantri.