| It's all about packaging! Italy's major car maker, | | | | India. Despite Fiat being one of the foremost brands |
| announced its new branding strategy for Indian | | | | of neo-car history of modern India. Now the |
| customers, but nothing with the cars. They want to | | | | company may have realized the necessity to brand |
| revamp the media and creative side of the company. | | | | its cars and go ahead with a new plan. |
| Fiat has already given the media buying responsibility | | | | "Considering the new image of Fiat and the job |
| to Group M agency Maxus and creative accounts are | | | | ahead of establishing it as a powerful brand in the |
| handed over to the Bates David Enterprise. | | | | Indian four-wheeler market, we feel Maxus is the |
| Dating back in 1899, a group of Italian investors | | | | right media partner for Fiat in India," Fiat CEO Rajeev |
| including Giovanni Agnellia have founded the Fiat in | | | | Kapoor told the same newspaper. |
| North Italy in a place called Turin. As the acronym | | | | The top-gun of Fiat, India sounds forceful as it |
| goes, FIAT is Fabbrica Italiana Automobili Torino. | | | | decides to ahead with the new media and creative |
| In India first Fiat drove in the year 1905 with a single | | | | brandings. Moreover, the company would be the first |
| sales agency in Mumbai called Bombay Motor Car | | | | auto account for Maxus, though another Group M |
| Agency. It was totally managed by Fiat Auto Spa of | | | | agency, Mind-Share, handles the Ford account. |
| Italy, | | | | At the New Delhi Auto Expo, Fiat had given a hint on |
| But later, Fiat started manufacturing and selling of | | | | its future moves; it launched a red rectangle logo, |
| 1100 and 1100D Fiat Padmini cars by contracts with | | | | which will feature in all the cars made in India. |
| Premium Automobiles Ltd. | | | | Alongside new strategies of media campaign, Fiat has |
| The Maxus MD Ajit Varghese told to India's major | | | | also slotted an array of new products for this year, |
| financial daily that: "As the auto market is becoming | | | | next month; it plans to launch Palio Stile. Two small |
| increasingly competitive, we are happy that Fiat finds | | | | yet newly defined cars are on its way in a couple of |
| us best to partner them for a new beginning. This is | | | | months, Fiat 500 and Bravo, for Rs 10-13 lakh and Rs |
| a prestigious account for us." | | | | 25 lakh respectively. A midsize sedan also features in |
| Surprisingly, Fiat was not really upfront in the | | | | its scheduled launch in September 2008. And of |
| aggressive car-selling fray in India, at the wake of all | | | | course many more! |
| the car majors and even small players paving way to | | | | |