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Fiat Marketing - Campaigns, Advertisements, Sales Promotions

Discussion in 'Fiat India News' started by NAREN64, Jun 15, 2010.

  1. Raj_pol

    Raj_pol Regolare

    Messages:
    495
    Bangalore
    Punto Evo 1.3
    @prabhjot and @Vidhyashankar Kannan Two questions here then - one a product sells only based on it's reputation. So how does Fiat increase it's reputation and brand value.
    2. A car in India sells based on looks and not ride quality (looks include also the bling). I am betting my bottom dollar that the Creta will beat the S-Cross hands down. Now why cannot Fiat release a really stunning looking car in India. As I have said before of the current Fiat portfolio the only one that comes close is the 500X. They will not do much with the others me feels.
    kishorekrs likes this.
  2. acechip

    acechip Superiore

    Fiat doesnt want to make much of inroads into the Indian market. It is only the Fiat bhakts that feel that they should do something more and better. They are very much content with making and exporting Jeeps etc, while saving a smattering of their production volumes for the local market. It is obvious by now.
    Maruti has released a regular "large Euro-spec" hatchback in the form of the S-Cross. And are not trying to shoehorn the product or the expectations of the consumers. Thats bold, for Maruti.

    It is ironic that Fiat fans expect "S-Cross specced" cars in regular volumes from the Fiat stable, whereas Maruti is branding them as premium products.
  3. prabhjot

    prabhjot Esperto

    Messages:
    2,444
    delhi ncr
    There's no question that advertizing on tv and even big splashy ones in print is going to be pretty perfectly useless for the Linea and the Evo. They're still trying (billboards etc) with the Avventura.

    However, you folks are right: they simply cannot afford to be timid and any thing other than loud and big-across-channels-and-media with the all-new stuff: Abarth, the t-jet engine itself....and Jeep.

    They will have to take bigger bets on the all-new stuff, with advertizing and its quality but esp its expensive quantity: India's media landscape is so fragmented and so 'multiplex', and our public culture is still so constricted and so closed-minded in terms of how to address consumers and on what cultural terms EVEN when it comes to supposedly 'aspirational'/'fantasy'/global-culture products like cars.

    Even our ads are mostly so infantile and witless, let alone the 'content' which are as a norm even more so!

    It would appear that hiring a cricket or bollywood celebrity would perhaps be the only way to short circuit the whole 'who cares? who's paying attention?' problem that a legacy-burdened, and small, brand like fiat in India suffers from.

    FCA advertizing in Europe and esp the US is always deeply risque, seeking out controversy and a number of the American ones are deeply political, some almost also philosophical in tone, in the cultural faultlines and identity-ambivalances, anxieties they tap into, mobilize and then use.

    Such rhetorical approaches for Indian car ads, like for many other products, are almost completely unheard-of in India, even if they were possible at all.

    BUT: they really should try a 'badder', more 'badassed' (preferably desi) approach with the Abarth t-jet ads. Use a bit of the US-marketing by FCA approach....be risque, be controversial, be startling, but smart and intelligent. That way each ad will end up costing less: more bang for fewer bucks.

    Short of porn, and communal/caste/regional slurs and of course the party political.....they should feel free to take cultural 'panga'-s with their ads. A worldly, experinced bhogi of a sardar laughingly foulmouthing 'German Engineering' and 'Japanese Reliability+ASS' or Korean 'premium pretentions' in choice panjabified-hindi (and such equivalents ads in Tamil and Malayalam) would be the kind of thing to attempt?!

    That is how FCA under their marketing whiz Olivier Francois have been everso successful in the US, UK etc, over the last 3-5 years.
    asimpleson and avi_loveindia like this.
  4. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    Very true. But they could try with slightly better timing. The Creta is about to be launched but the ads are out in full swing. Same for the Jazz. But my opinion too is that ads are not going to work much for Fiat now unless its a whole new product. Still given the fact that they have only 3 models, the sales is pretty good considering Fiat is the only company that has not changed its lineup for eons.

    The Abarth and TJet have to be advertised heavily as they will be taking on the famed VW TSI. No other petrol car is this powerful. In fact, power should be the name of the game in the ads as they show an Abarth driven by the Stig or some famous driver beating the crap out of all other cars. There really isn't anything else to sell other than the bhp figures. The enthusiasts will buy and the rest of India will say "What?! Not even double digit FE?!" The parents and in-laws will ban the purchase and only a few rebellious youth or senile folks like us will buy. But just having it on the roads will be nice. Yes, this is their near last resort to pitch the products well. They better advertise it well and for a full 30 second ad and showing what's necessary. Not superman and spiderman types.

    Indian audiences are very very conservative by nature. We like to think of ourselves as open minded, but deep down inside, we are true hypocrites. We want everything aspirational but will not dare take a step. Part of it is attributed to our safety needs in our genetics but a very large part is the need for societal acceptance. Our society plays a very important role is keeping everyone in check. I will admit that perhaps this is what keeps our youngsters off drugs but it also limits our vision when it comes to experimentation. So much so that we don't dare invite the loose tongues of wrath from those around us. Most ads today revolve around puppy love, parental wisdom, marriage, in-laws and of late, the supposedly more outspoken "woman" in the family. Unfortunately, it has become so laconic that any experiement out of these unwritten rules is seen as an aberration. So which segment is Fiat supposed to address. Only the slightly well-to-do, travel-friendly family who have time on their hands and the will to see places. This is a tiny segment.

    If Sachin Tendulkar couldn't make the GTX sell, I don't think anyone else can sell a Fiat.

    Great approach, but badass desi? I can see his parents disowning him already. I support the badass ads too. Will be great to see one because it will be so different that people will have recall.

    In a country where any issue is a landmine, making an ad that addresses even one community might stoke up a whole political issue and unnecessarily link it with Fiat. Maruti has clout with the government, Fiat does not.
    Tornado and prabhjot like this.
  5. prabhjot

    prabhjot Esperto

    Messages:
    2,444
    delhi ncr


    This new Dodge ad shows the way for the upcoming FiatAbarth t-jets, displaying all of Olivier Francois' canniness.
  6. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    Wow! Now that is an ad. Simply sublime. Notice how Olivier does not hurt any sentiment in it. No faces shown, just the hands, the night light swooping across the rear. This is exactly what the TJets in India deserve and rightfully so. It sends a clear message. Of course, since the target market is different, it needs to be tailored from "Predators" to "Achievers". They can show the family who is driving from Bangalore to Paris. Talk about reliability, power, dependability blah blah.

    But what an ad. Olivier needs to be put on a pedestal.
    Amit Rox and prabhjot like this.
  7. Raj_pol

    Raj_pol Regolare

    Messages:
    495
    Bangalore
    Punto Evo 1.3
    @prabhjot Are there any plans to bring the dodge range to India? The ones that I as a Mango Man find sexy never make it to India - not only Fiat but for other manufacturers also.
    Ah well, my next ride has to be a bike I guess. Maybe a ducati :p
    prabhjot likes this.
  8. prabhjot

    prabhjot Esperto

    Messages:
    2,444
    delhi ncr
    Was at a bookstore. Leafing through the current issue of Autocar Magazine what do i find/notice?

    A very eye-catching full-page advert for the Abarth 595 Comeptizione launch. Eye-catching in a truly literal way: the big car name as well as the car's image grabbed attention because they apeared drastically mis-printed: were two mislaaligned prints, one blue the other red. i.e., a multi-coloured blurring.

    First thought: how awful. Is this Autocar's fault, or FCA's?

    Then noticed a paper spectacles folded into the magazine, with one 'lens' blue, and the other 'red'. Like a child I peered at the image and the car-name again through the 'spectacles'/kids' 3d goggles, together, then only through the blue and then only throught the red.

    The point being that this is a very interesting and willfully whacky, in a child-like way, way of doing what VW did with the famous 'talking ad' in the newspaper at that brand's india launch. A 3d hologram type 'eye-catching effect'....but in 2d, on flat-plane paper.

    I bet not one Autocar magazine reader missed the ad, which obviously cannot be said of most/all of the other ads. So great that way.

    Not sure of whether the impression left, having grabbed the eyeballs, is a great or especially effective one, though.

    But, in any case, yeah, glad to see them try something, anything 'left-field' as they say, if only through form and appearance rather than through risque or edgy or controversial content, which is the FCA way with their brilliant, and supremely effective advertizing in the US, Italy, Brazil and the Uk etc.

    I'd be keen to see the other avatars of this ad (youtube, tv, newspapers?) and am intrigued by what spectacle, relating somehow to this 2d hologram-type print ad in Autocar they'll try to put-on on August 4th at BIC Noida/Delhi Ncr, in order to attract the attentions and charites of the corrupt and dumb, blase automotive magazine/blogging press. The tawdrier the spectacle the better, FCA! make it cheesy, tacky and chintzy, that's what works in our fillums, in our tv serials and our tv news, maybe it'll work (a bit) for you, as it seems to do for the champion of cheesy kitschy bollywood-pap style car advertizing in India: Hyundai?!
  9. kishorekrs

    kishorekrs Amatore

    Messages:
    128
    Bangalore
    Punto Evo 1.3
  10. Ganges

    Ganges Esperto

    Messages:
    3,121
    Driver Seat _/
    :
    Grande Punto 1.3
    FCA should Start the teaser of EVO ABARTH with the concept like, showing OVRM concentrating on the words "Object in the mirror are closer than they appear " and just zoom passs Black Hip Hop "The Evo Abarth " with puff of dust and drop the word "Closer to downside" from the OVRM and just silently show 145Bhp FIAT Abarth Evo.Get Ready to feel the heat. ;) ...

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