Fiat India Automobiles Ltd has launched a new ad campaign to depict its bond with India. Conceptualised by Bates 141, the multimedia campaign features a new TV commercial that brings out the vibrancy of festivities of India and the ‘Italianess’ and technological strengths of Fiat cars in India. Maxus is the media agency on record.
In a prepared statement, Rajeev Kapoor, President & CEO, Fiat India, said, “With the launch of this campaign, we portray our commitment towards the Indian market and communicate that this campaign has been designed keeping in mind the emotions, sentiments and key values deeply portraying our Indian connect. We at Fiat India hold the same values that an Indian holds. Fiat has exhilarating plans for this festival season. This is our first offering this festive season to celebrate and share the festivities with our customers.”
The TV and OOH campaigns broke on September 21, 2011, while the print, radio and digital campaigns had commenced from September 10.
In an interaction with exchange4media, Enrico Atanasio, Senior Vice President, Commercial Operations, Fiat India Automobiles Ltd, maintained, “This isn’t just a campaign, but Fiat’s philosophy and our deep rooted India connect, which has just started in the form of this current festive campaign.”
Speaking further on the creative thought process behind the campaign Atanasio said, “The festival period is just a backdrop, not the reason. Yes, the campaign will gets it first burst around the current festive period, but the actual thought is about connecting with the contemporary India at a deeper level than just our car models. We just thought of dialing up that to help strengthen the connect with Fiat. To close with an offer just gives a strong call to action and makes business sense.”
Fiat India has launched special festive offers for its customers starting from September, which will continue till October, the time during which the customers can avail the maximum benefits. Under this scheme, customers can enjoy an total benefit of up to Rs 130,000 on the Linea and Rs 75,000 on the Punto. This scheme includes exchange benefits of up to Rs 20,000, wherein customers can upgrade to Fiat cars if they exchange their cars while buying new Fiat cars. In addition, this scheme also offers free 50 months road side assistance package along with first year insurance @ Re 1.
Atanasio further said, “Also, from whatever I understand of India in the last few months of being here, India isn’t about economy pricing; it is about delivering perfect value. Ultimately, we share a strong human being and a long established respect of our history and family traditions,” he added.
While he refrained from divulging details on the marketing and ad spends, Atanasio said, “We are putting enough for it to attain threshold level visibility during the festive season.”
Regarding future expansion plans, Fiat is currently working on two brand stores in Delhi and Pune and as part of a global retail format, they would be like lounge cum showroom. Apart from this, jointly with Tata Motors (distributors of Fiat cars in India), the company has decided to open Fiat exclusive showrooms in top 20 cities, even as joint showrooms would continue alongside.