Pickle wins mandate for Volvo cars

Pickle Advertising has won the creative mandate for Volvo cars in India. Euro RSCG is the incumbent agency on the business. In India, Volvo’s passenger car business comprises of two segments, which is the luxury sedan, namely the S80 and the luxury SUV, namely the XC90. Pickle will be handling both parts of the business.

Sumeet Chatterjee (pictured), president, Pickle Advertising commented, “Volvo is a premium brand internationally, but in India, they were clear that they wanted a luxury positioning. Although the name Volvo enjoys significant brand equity in the market, it is still a relatively new brand in India, if you compare the competition. So, the task of building the brand in a market where brands such as Mercedes, BMW and Audi have already got a stronghold, by virtue of the number of years they have been in the market, is a strategic challenge.”

He further adds, “The strategy that we presented to the client went beyond mass media, it included  aspects of activation, online and other alternative media in the communication mix, which would minimize the wastage associated with using traditional mass media in the luxury category.”