FIAT India has launched its brand new campaign called “Hello Life.” Inspired by the zestful Italian way of life, the campaign comes at a time when FIAT has strengthened its position as one of the fastest growing automotive brands in India. From Q2, 2013 through the end of 2013, the fully-owned subsidiary of FIAT Group Automobiles S.p.A., Italy, achieved 41% sales growth making it the fastest growing brand in India. This is all the more significant considering that the market has been in a state of decline overall in the same period.
FIAT India states that the campaign is designed to convey the feeling of happiness and positivity around the brand. And what better way to get the message through on television than through Pharell William’s record breaking single, “Happy” the song that has become an anthem for free-spirited living from Tokyo to Mumbai to Las Vegas. The campaign will also be seen in print and online media, as well as BTL (below the line/niche marketing).
As part of the campaign, FIAT will be promoting new but hithertho unheard of talents in the fields of fashion, music, and art. The handpicked lucky ones will showcase their talents at FIAT Caffe, a chain of FIAT-owned lifestyle lounges in Bengaluru, Pune, and Delhi. The first of these “Hello Life” ambassadors is Alisha D’lima, who showcased her design line alishadliima at the launch event in Mumbai. Also present at the event was ad man Piyush Pandey, who’ll be working closely with FIAT India in guiding the campaign’s creative direction. He stated that the Fiat 500 was the fastest buy of his life, and reminisced driving down to Goa and people everywhere appreciating the curves of the beautiful Italian car.
FIAT India also felicitated Motoroid Prabhakar Rao at the event. Our regular readers will remember that Prabhakar Rao and Mandapaka Bhaskar, both engineers by profession, entered the Limca Book of Records for the fastest Golden Quadrilateral drive, covering 6000 kms in just 79 hours and 30 minutes. You can read more about Prabhakar Rao here.
After parting ways with Tata Motors a few years back, FIAT India has strengthened its sales and service network across the country, setting up 116 exclusive dealerships and 107 workshops for its offerings. This year, it has four new product launches, and one of them – the New Linea – is already on showroom floors. Next up is the New Punto which FIAT stated will be launched “very soon”. Finally, there’s the Avventura, a contemporary urban vehicle (CUV) and the eagerly awaited Abarth high performance car. There’s also a mysterious fifth product in the pipeline, although FIAT India pretty much declined to talk about it at the launch. Wait and watch!