@acechip Let's say you're right. Now consider 3 other brilliant ad/tvc-s they ran, full of 'desi' wit: the hilarious one for the Linea classic, the one where the fiat owner picks up his condescending nri friend from the airport in his Linea, and the one featuring an impish young Mumbaikar slyly calling attention to the fact that Maruti-s diesels are in fact Fiat's and the new independent FASS. Did they 'work' at all? No. The fact that a car brand can advertize its way to any kind of sales success in India is surely a myth, as revealed by VW and Skoda's dismal, steeply dropping sales for the last 2-3 years DESPITE ad budgets many times the size and scale of even Hyundai and Honda and Maruti, let alone Fiat. J D Power has a survey-based study of advertizing in the Indian car market. It's on their website. It makes very clear that ad-campaigns have very weak sales results, if at all. I believe therefore that they need 'panga' even if 'senti' advertizing, instead: stuff that hits various cultural nerves and faultlines, edgy, delightfully and humourously or engagingly controversial, very 'spicy', very 'non-veg': just like some recent 'hatke' Hindi and Marathi etc films, ads that get talked about for themselves, and thereby call attention to the Fiat brand. It's well past the stage where one can expect advertizing of features or qualities or virtues to work. Like the 'Make the Move' ads, only much edgier? Hope they use the t-jet, abarth, amt? etc launches in this advertizing way. They must follow the Olivier Francois strategy for commercials in the US or the UK here too, just that the idiom and the 'panga'-s have to be more 'desi', that's for sure.