AGENCY : Orchard
BASELINE : The Fiat of the new generation
DESCRIPTION: A cool dude is zipping down the
road in a red hot Fiat Palio. A superfast train is running on the railway tracks alongside. The dude steps up the gas to keep pace with the train, even as he sings ‘Mere sapno ki raani kab ayegi tu’ a la Rajesh Khanna in Aradhana. Oh–and there’s this babe inside the train, who can ‘see’, but can’t hear him sing. So, the dude calls her on the phone, and sings to her.
4Ps TAKE: Fiat is now ostensibly looking greedily at tapping the youth segment and is positioning itself as a zesty, new age brand, instead of drawing on its ‘lineage’. Although the USP remains their trusted name in India, the clinching benefits now on offer are ‘hip’-ness and speed. With many contenders in its segment, the brand has decided to change its communication. Does it work? Yes and no. The Aradhana number is well-used, but the train looks morphed! And how did the dude get the girl’s cell number, we wonder...
For Complete IIPM Article, Click on IIPM Article
BASELINE : The Fiat of the new generation
DESCRIPTION: A cool dude is zipping down the
road in a red hot Fiat Palio. A superfast train is running on the railway tracks alongside. The dude steps up the gas to keep pace with the train, even as he sings ‘Mere sapno ki raani kab ayegi tu’ a la Rajesh Khanna in Aradhana. Oh–and there’s this babe inside the train, who can ‘see’, but can’t hear him sing. So, the dude calls her on the phone, and sings to her.4Ps TAKE: Fiat is now ostensibly looking greedily at tapping the youth segment and is positioning itself as a zesty, new age brand, instead of drawing on its ‘lineage’. Although the USP remains their trusted name in India, the clinching benefits now on offer are ‘hip’-ness and speed. With many contenders in its segment, the brand has decided to change its communication. Does it work? Yes and no. The Aradhana number is well-used, but the train looks morphed! And how did the dude get the girl’s cell number, we wonder...
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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