In an attempt to bounce back into the Indian automobile market, Fiat recently launched its two new products hatchback Punto Abarth and crossover Avventura. With both the products priced at Rs.9.5 lakh (ex-showroom, Delhi) the company’s ideology has now shifted towards providing its target group the thrill of a racing car with the benefit of fuel efficiency that matters the most to Indian customers.
The launch event took place at Taj Hotel, New Delhi and was executed by Leo Burnett. Kevin Flynn, MD, FCA India was present at the launch event and spoke about launching a new media campaign to promote the two new offerings by the brand. Apparently, the last campaign by Fiat, “Crafted for Car Lovers’ failed to create any magic for the brand as it registered its lowest sales figures in the previous month of September.
When asked about what will the new campaign by Ford focus on? Kevin replied by saying, “We currently have an ad in place that revolves around the philosophy that the steering wheel and a car are not just elements of commute but they are also elements of having fun. At the launch event too, the ambience that we have used is dark and menacing which resonates with the products that we are offering. A different idea like this will surely give us an edge. In terms of experiential we will be doing a lot of mall displays, road shows and exhibitions with these products as I fervently believe that the proof of the pudding is in the eating.”
The launch event by Fiat saw an extensive use of LED backdrops and 3D Designs to launch the new offerings by Fiat and was admired by the attendees. Post the launch Fiat also provided the attendees to experience the functions of the cars through test drives.
Talking about the importance of India as a market for Fiat, Kevin said, “India forms a massive part of the company’s plans and we are really determined to bring more upmarket products here. We fervently believe that these two new category defining models from Fiat would catch the fancy of car enthusiasts and perk up sales during the festive season.”
Highlighting the importance of BTL campaigns for Fiat, Kevin said, “There is already too much noise in the ATL and outdoor mediums today. The answer here is not to invest more money into it to make it noisier but create unique ways to cut through it.”
