 "Fiat Abarth Punto Evo")
Brand: Fiat Abarth Punto Evo
Budget: Rs 20-25 cr
Agency: O&M
Globally known for its sophisticated and high performance products, Italian car maker Fiat is yet to make a serious dent in the Indian automobile market. Despite being one of the earliest entrants in India, having made its debut in 1948, Fiat India continues to be among the fringe players in the country. The sales figure for September 2015 show that the car maker has just managed to sell 539 units, in comparison to the largest selling car brand in India, Maruti Suzuki, which sold 1,06,082 cars in the same month.
Undeterred by its unimpressive performance in the market, Fiat India continues to bet on the opportunities offered by the Indian car market. To turn the tide in its favour, the company has pinned its hope on its latest launches, Abarth Punto Evo and Abarth Avventura crossover. Both the products are priced at Rs 9.95 lakh. Fiat India has positioned Abarth Punto Evo as India's hottest hatchback, powered by a 1.4 litre petrol engine, delivering power of 145 bhp. Kevin Flynn, president and managing director, Fiat Chrysler Automobiles, India operations, says, "Abarth is the performance arm and a strong image builder for the brand Fiat in India." For Fiat India catering to the needs of the driving enthusiasts is the key for now and Abarth, with its bleeding-edge technology, performance and style targets the adventurous, affluent, passionate youth who loves to flaunt what he owns.
The car maker has been promoting the new launches through a brand campaign christened 'Crafted for Car Lovers'. "Fiat has always been a driver's car and this campaign showcases its superior driving ability, strong control and ride handling. The campaign brings to life the love that enthusiasts have for Fiat cars and hence it romances around every small detailing of the car. It strongly reinforces the voice of the millions of users worldwide and brand patrons in India, and that is: Drive it to believe it," says Flynn.
The campaign has been crafted by Ogilvy & Mather and seeks out adventure seekers and those who consider cars as their companions. The campaign budget is estimated at Rs 20-25 crore and the media mix includes TV, print, outdoor and digital.
The answer appears to be both yes and no as Fiat has resisted the temptation of getting a celebrity as the face of its new launches and yet it appears to have taken to playing the 'speed' card to highlight the performance aspect of the new launches. According to Prakash Nair, senior vice-president (VP), and Anoop Menon, VP, strategic planning, (O&M), "We had to fight not just famous celebrities but also brands with deeper pockets that could out-shout us, literally." They add, "The only way Fiat could even think of breaking through this high decibel clutter was if we managed to say something that the audience could not ignore. And Fiat has done just that. By capturing the feelings and emotions of the car lover for her car, Fiat has struck a chord with the audience. By doing so Fiat doesn't have to rely on the usual speed-and-safety-features route of auto advertising."
The campaign showcases the entire fleet of Fiat India including the brand new additions: Abarth Punto Evo, Avventura, Linea and the 595 Competizione. Nair and Menon underline that the campaign's objective was to make the Fiat brand resonate again with India. "It is not a campaign to launch a new car. The campaign showcases the variety that Fiat has to offer, catering to the varied tastes of the Indian car lover."
The company is banking on its strong dealership network to push Abarth Punto Evo. It has a pan India presence through 100-plus dealerships. It also offers customers 24X7 roadside assistance and expert care. The car maker also has a state-of-art warehouse with 96 per cent fill rate and claims that it is in a position to deliver car parts to dealers in 48 to 72 hours.
The Abarth Punto Evo will compete with the new Ford Figo and Volkswagen Polo GT TSI, which are priced at Rs 7.1 lakh and Rs 8.4 lakh, respectively. How does Fiat India's Rs 9.95 lakh stack up against competition? "Abarth is the iconic Italian brand with a racing DNA and a great tradition of performance. The hatchback will be the first Made in India product from our stable, Flynn says. "The power and performance generated along with the feel of superior driving experience proves to be a differentiator," he claims.
