Auto majors rev up new advertising plans

Lalitha Srinivasan in Mumbai

Indian auto majors are stepping up on the gas with renewed marketing plans to woo car-buyers across the country. For starters, to announce the launch of its new model ‘Ford Mondeo’, Ford India Ltd is planning to roll out an aggressive campaign within a week, informs Ms Bhuvana Ramalingam, manager, corporate affairs, Ford India.

Strapped with the tagline ‘Mondeo, Worldbeater’ Ford Mondeo will hit the Indian roads on December 18 this year. Ms Ramalingam says that the company will start delivering the new model from December 17 this year from all its dealerships across the country. “In the marketplace, we have positioned the Mondeo as ‘a car for the discerning buyer with refined taste’. Our new product is targeted at buyers who are fully aware of the latest trends in the global auto industry,” explains Ms Ramalingam.

Prior to the launch of the Ford Mondeo, the company had begun sending direct mailers to a select list of customer base in a bid to create a hype around the product. “We sent out direct mailers, you can in fact call it a teaser campaign which included a product brochure with signatures of famous people across the globe. What we wanted to communicate was that Mondeo is a unique product as unique as individual signatures,” elaborates Ms Ramalingam.

In addition to its direct marketing campaign, the company has also stepped up its corporate campaign to make way for the new model, adds Ms Ramalingam. “To support mass media campaigns, we will host auto shows to display the new brand. For the Ikon range, we will roll out new campaigns in 2002,” informs Ms Ramalingam.

As part of its online marketing plans, the company has already upgraded its Website with a section for the Mondeo. And even before the launch of the Mondeo, the company had launched interactive initiatives to attract the attention of Netizens.

The Mondeo is priced at Rs 15.56 lakh for the petrol version (and Rs 15.79 lakh for diesel-ex-showroom price) in New Delhi.

Across the road, Hyundai Motors Ltd is also in the process of rolling out an aggressive print campaign to promote its new models of Santro ZipDrive called Santro ZipDrive LP with powersteering and LS with rear-spoiler. Created by SSC&B Lintas Ltd, the press advertisements drive home the benefits of the new models in its communications.

Says Mr Ajay Chandwani, president, SSC&B Lintas: “Our ad strategy was to extend the ad proposition of the brand to value proposition, hence the tag line is — From ZipDrive to Zip Value. Today, Santro is rated as the best car in quality by JD Power study.” The agency is all set to launch a new television campaign to create awareness for the new models very soon.

But has the company’s celebrity endorsement route promoted the sales of Santro Zip Drive? “ Yes. That’s because we have never let the celebrity overshadow the product,” reasons Mr Chandwani.

Currently, the company is beaming a high-voltage television campaign which stars cine star Shah Rukh Khan to promote the Santro ZipDrive range.