Arun Sudhaman 28 Feb 2019 // 12:56PM GMT
NEW DELHI — Samsung has brought in Avian WE to handle its expanded Indian PR mandate, the Holmes Report has learned, marking the agency's biggest-ever account win.
The assignment was previously handled by Adfactors, before a competitive review that took place in recent months, featuring a number of the country's largest PR firms.
According to sources familiar with the situation, the account's scope of work has expanded considerably to also include digital content and marketing services, across all of Samsung's operations in the country.
The account shift comes as Samsung attempts to retake the top spot in India's mobile market, after being overtaken by Chinese brand Xiaomi. The company recently said that it expects its new smartphone range to drive sales in the country.
However, AvianWE's remit is not limited to mobile alone; the assignment also covers consumer electronics, B2B and corporate, as Samsung steps up efforts to tell its broader brand story in the country.
Representatives from Samsung and AvianWE declined to comment. "It was our privilege to partner with Samsung in India for over two years," said Adfactors CEO Madan Bahal. "Samsung is an iconic and innovative global brand. We look forward to working with them again some day soon."