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WD in deal with SRK’s Red Chillies Entertainments for ‘Dilwale’

MUMBAI: WD, a Western Digital company and digital storage leader, has reinforced its commitment to the Indian film industry by entering into an agreement with Shah Rukh Khan-owned Red Chillies Entertainments for the second time.

WD supported the making of the upcoming movie ‘Dilwale’, directed by Rohit Shetty, by providing storage technology solutions on which the entire movie was stored and edited. WD is the ‘Digital Storage Partner’ for Dilwale, a movie that’s enriched with remarkable special effects and highly impressive cinematography.

Red Chillies deployed WD’s storage solutions on location to secure intensive shoot footage and in the studio during post-production for heavy-duty applications like editing and saving world-class special effects. Red Chillies and WD had previously joined hands for last year’s blockbuster movie, ‘Happy New Year.’

“It’s great to partner with Red Chillies Entertainments once again. This demonstrates its trust in using our storage solutions to create and secure its high-investment movies. The Indian cinema has made great progress and now relies upon the latest production techniques and splendid VFX technology. These advancements need to be complemented with purpose-built storage solutions that ensure capacity, reliability, and efficiency.

“We have a wide range of storage solutions that are suited for contemporary movie making. We make investments in research and development to improve our technology and develop new technologies that can benefit our creative consumers. We are hopeful that this association will help in reinforcing our commitment to the creative fraternity by highlighting the importance of purpose-built storage in creating dazzling movies like Dilwale,” said WD director, Content Solutions Business, India, Middle East and Africa Khalid Wani.

“Contemporary movie making leans heavily on the advances in digital technology. While there is an important role of cutting-edge cameras and related gear, we cannot undermine the role of storage technology that is deployed to save and edit the shoot footage. We have used WD’s internal and external hard drives to record the shoot, to create backup copies, and during the editing process,” said Red Chillies Entertainment CEO Venky Mysore.

WD offers a range of internal and external storage solutions that are well suited to various applications. Whether it’s for everyday PC, enhanced performance, network, surveillance or scalability needs, WD’s every internal drive has a purpose. WD also offers a broad portfolio of My Cloud® network attached storage (NAS) solutions for prosumers and creative professionals to create shared storage. It offers a wide array of external storage solutions for Windows and Mac applications designed for the creative community like photographers, photo curators, architects, engineers, desktop publishers, videographers, audio editors and anyone who works with data-intensive digital files.