Says Rajiv Dube, general manager, (commercial), Telco: ``We had taken a rational approach to launch our new car. To supplement this approach, we are now entering the electronic media. We hope to build a strong emotional bond with our customers through this medium.'' According to Dube, over 28,000 Indicas are currently plying on Indian roads. And he hopes to sell 60,000 Indicas by the end of the financial year.

As part of its marketing initiative, Telco will be sponsoring the telecast of a romantic Hindi movie Dil Kya Kare on Sony on November 6, 1999. ``The theme of our television commercial is young romance and dreams. So we chose to sponsor a film with the same theme. Indica is a mass-market product, so we felt the need to associate with mass media events like this,'' says Dube.To drive home the benefits of the Indica, the company has adopted a humourous and romantic storyboard. The original tagline-``More car per car''-is now supplemented with another line-``More dreams per car''. Created by FCB Ulka, the commercial highlights the USP of the product: the Indica offers more space than other cars in the small car segment, worth over Rs 12,000 crore.

The commercial shows how the Indica can comfortably accommodate a big family including a husband, wife, two kids, mother-in-law and the family dog. ``In a romantic dream sequence, we have in fact higlighted the space factor,'' informs Dube.

According to Dube, Telco had carried out research to gauge the impact of Telco's press campaign for the Indica. ``Through our survey, we found that our print campaign was successful in communicating the brand proposition. And the message was well absorbed. So in our second phase, we decided to enter the small screen,'' explains Dube.

As for its advertising strategy, a spokesperson from Ulka says: ``With our print campaign, we have established a rational brand image for the Indica. Now, we have added an emotional layer to the brand.''