FIAT launches Hello Life' campaign with optimistic growth plans

Fiat Group Automobiles India Private Limited (FGAIPL), the fully owned subsidiary of Fiat Group Automobiles S.p.A., Italy today launched its brand new campaign called “Hello Life”. The zestful life loving campaign is launched at a time when FIAT has strengthened its position as one of the fastest growing brands in India. From Q2 2013 through the end of 2013 calendar year, FIAT achieved 41% sales growth making FIAT the fastest growing brand in India despite an overall declining market.

The campaign is designed to convey the feeling of happiness and positivity around the brand FIAT. “Hello Life” in inspired by the Italian way of life. They are people who live life intensively, passionately and without reservation. At work or at play, they extract everything, from every moment, which is their genius. They never compromise with life, which is theirs to live fully, without restraint, and without regrets. Pharrel William’s “Happy” serves as the most appropriate composition that depicts the mood of the campaign and is used as the background score for the television commercial. The campaign also comprises of advertisements in print, online and some very exciting BTL activities.

In a unique initiative for a brand campaign, FIAT will promote new talent in fashion, music and art, who stand for the concept of “Hello Life”. These youngsters will showcase their talent at FIAT Caffe, a lifestyle lounge located in Bengaluru, Pune and Delhi. Alisha D’lima, was first among the talented “Hello Life” ambassadors, who showcased her designer line aliishadliima at the launch of the “Hello Life” campaign.

Nagesh Basavanhalli, President and Managing Director, FIAT Chrysler India Operations said, “We have imbibed the philosophy of “Hello Life” in India that has catapulted us to success. We are not only committed to bring the best technology in automobile industry to India but also the best-in-class sales and service. Indian automobile market is one of the fastest growing in the world and this provides us with a lot of opportunities for growth. We are also committed to bring two new brands and twelve major product launches in the next five years. We have ramped up our dealer network and will focus on increasing it to 150 by end of 2014.”

FIAT India has strengthened its sales and service network across the country after it parted ways with Tata Motors to set up 116 exclusive dealerships and 107 workshops in the country. This year, the company has four major product launches which includes Avventura, a contemporary urban vehicle (CUV) and a new brand, Abarth, which is a high performance car. FIAT has already launched the New Linea and will be coming out with the New Punto very soon.

FIAT has made remote parts of the country accessible to after sales service with a hub and spoke model where a major distributor in key cities supports neighbourhood centers. The FIAT team has been travelling across the country on a K2K Passion Tour (Kashmir to Kanyakumari) to promote this initiative. FIAT provides a customer relationship manager to every owner of a FIAT car under its Amico program.

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