Fiat's new campaign to drive home Italian 'technology superiority'

Fiat India has released a new campaign to show its Italian technological pedigree. The campaign will be focused on Fiat's Multijet and Common Rail Direct Engine technology engines, used in cars of several manufacturers.

The new campaign has been created by the brand's creative agency Saints And Warriors. Besides emphasis on technology, the campaign looks to build the trust of the Indian consumer.Commenting on the campaign, Sartaj Jaffri, business head, Saints and Warriors, Mumbai, said, "The campaign will focus on Fiat's Multijet and Common Rail Direct Injection technology. It's a 360-degree campaign which consists of print and outdoor to start with beforemoving to television and digital. The television campaign will go on air by the last week of July or the first week of August."

Fiat India began it's solo distribution journey in India (it was earlier in a JV with Tata Motors), with the launch of two 'Fiat Caffe's, one each in Pune and New Delhi. The cafe is a mixture of a showroom and a coffee shop and features posters of Italian inventions and how Fiat has used those inventions.

  

  

Commenting on the Caffes and Fiat's plans in India, Enrico Atanasio, senior vice president - commercial, Fiat India, said, "The launch of the Caffes is just the start of a busy year ahead for Fiat. We have also launched a showroom in Hyderabad (in May) and plan to launch another 100 showrooms by the end of the year."