Maxxis Rubber India, a part of Maxxis Group, the world's largest two-wheeler tyre manufacturer and the ninth largest tyre manufacturer in the world, has appointed First Partners Communications as its' public relations consultant for India following a multi-agency pitch.

First Partners' mandate involves supporting Maxxis Tyres corporate communication and brand initiatives across all Maxxis offerings in India. First Partners' mandate is to develop and implement a strategic communications framework for Maxxis Tyres by reinforcing the brand's core values and strengthening its positioning amongst key stakeholders.

Bing-Lin Wu, assistant vice president, commercial division, Maxxis India said "We have been particularly impressed by First Partner's business outcome-driven communication approach. We are positive that their expertise in handling auto mandates will play a pivotal role in delivering a well-planned communication strategy that aligns with our business objectives."

Speaking on the appointment, Atul Ahluwalia, founding partner, First Partners, said "We are delighted to be a part of Maxxis Tyres journey in managing the strategic communications of their corporate brand, products and services. This win helps us consolidate our auto expertise across a key market segment. We look forward to a long-term and successful association with Maxxis Tyres."

Maxxis India recently inaugurated their first manufacturing facility in Sanand Gujarat and India market is touted to play a vital role in Maxxis' global vision to become one of the top 5 tyre manufacturers in the world by 2026.