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Branding Matters!

It's all about packaging! Italy's major car maker, Fiat announced its new branding strategy for Indian customers, but nothing to do with the cars. They want to revamp the image of Fiat cars in India. They are planning a whole new strategy on the media and creative front of the company. Fiat campaigns will now be co-coordinated by Group M agency Maxus, even while the creative accounts will are handled by Bates David Enterprise.

Going back in 1899, a group of Italian investors including Giovanni Agnellia have founded the Fiat in North Italy at a place called Turin. As the acronym goes, FIAT is Fabbrica Italiana Automobili Torino.

In India the first Fiat drove in the year 1905 with a single sales agency in Mumbai called Bombay Motor Car Agency. It was totally managed by Fiat Auto Spa of Italy.

But later, Fiat started manufacturing and selling of 1100 and 1100D Fiat Padmini cars by contracts with Premium Automobiles Ltd.

According to Maxus Managing Director Ajit Varghese “We are happy that Fiat feels we are a suitable partner for them to make a beginning in the highly competitive Indian car market. This is a prestigious account for us”.

“Considering the new image of Fiat and the job ahead of establishing it as a powerful brand in the Indian four-wheeler market, we feel Maxus is the right media partner for Fiat in India,” Fiat CEO Rajeev Kapoor told the same newspaper.

Surprisingly, Fiat was not really upfront in the aggressive car-selling fray in India, at the wake of all the car majors and even small players paving way to India. Despite Fiat being one of the foremost brands of neo-car history of modern India. Now the company may have realized the necessity to brand its cars and go ahead with a new plan.

The top-gun of Fiat India sounds forceful as it decides to ahead with the new media and creative brandings. Moreover, the company would be the first auto account for Maxus, though another Group M agency, Mind-Share, handles the Ford account.

At the 9th Auto Expo, 2008, Fiat had hinted on its future moves; it also launched a red rectangular logo, which will feature on all its cars in India.

Alongside new strategies of media campaign, Fiat has also slotted an array of new products for this year. Two small yet newly defined cars are on its way in a couple of months, Fiat 500 and Bravo, for Rs 10-13 lakh and Rs 25 lakh respectively. A midsize sedan Linea also features in its scheduled launch in September 2008. And of course many more!

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