It is known that Toyota is planning to enter the small car segment in India and it is now confirmed that Dentsu Communications would be handling the advertising duties of the new launch. The size of the business is in the vicinity of Rs 100 crore. In addition, Dentsu is also looking at the advertising duties of Toyota Prius, which is pitched as a green car and is launching next month.
Sandeep Singh, Deputy MD, Toyota Kirloskar Motor, the JV between Japanese motor giant Toyota and Kirloskar Group in India, confirmed the development. He said, “All cars belonging to the passenger cars category will be handled by Dentsu and the SUV and MUV category by PerceptH.”
The other cars belonging to Toyota stable in India include Camry and Corolla Altis in the passenger car segment and Innova, Prado, New Land Cruiser and Fortuner comprising SUV and MUV.
The entry of Toyota into the small car business is considered significant, as it is moving towards a more mass market. The advertising blitzkrieg by car giants entering India, including Volkswagen, in the recent times explains Toyota’s needs to keep the ad size significant. The marketing activity is slated to begin soon.