Fiat today introduced its brand new campaign called “Hello Life”. The zestful life loving campaign is introduced at a time when the automaker has reinforced its position as one of the rapidly growing brands in India. From Q2 2013 through the end of 2013 calendar year, the company achieved 41 percent sales growth making it the fastest growing brand in India in spite of an overall declining market.
Hello Life is designed to convey the feeling of positivity and happiness around Fiat and is inspired by the Italian way of life. They are people who live life passionately, without reservation and intensively. At play or at work, they extract everything, from every moment, which is their genius. They never compromise with life, which is theirs to live fully, without regrets and without restraint. Pharrel William’s “Happy” serves as the most appropriate composition, which depicts the mood of the campaign and is used as the background score for TV commercial. The campaign also consists of advertisements online, in print and some very exciting BTL activities.
In a unique initiative for a brand campaign, the automaker will be promoting new talent in music, art and fashion, who stand for the concept of “Hello Life”. These youngsters will be showcasing their talent at Fiat Caffe, a lifestyle lounge situated in Pune, Delhi and Bengaluru. Alisha D’lima, was first amongst the talented “Hello Life” ambassadors, who showcased her designer line aliishadliima at the “Hello Life” campaign launch.
Fiat India has reinforced its sales and service network across the country after it parted ways with Tata Motors to set up 107 workshops and 116 exclusive dealerships in India. This year, Fiat has four major product launches, including a new brand, Abarth, a high performance car and Avventura, a contemporary urban vehicle (CUV). The company has already introduced the New Linea and will be coming out with the New Punto very soon.
Mr. Nagesh Basavanhalli, Managing Director and President, Fiat Chrysler India Operations said: “We have imbibed the philosophy of “Hello Life” in India, which has catapulted us to success. We are not only committed to bring the best technology in automotive industry to India, but also the class leading sales and service. Indian automotive market is one of the fastest growing in the world and this offers us plenty of opportunities for growth. We are also committed to bring twelve major product introductions and two new brands in the next 5 years. We have ramped up our dealer network and will focus on increasing it to 150 by end of 2014.”
Fiat has made remote parts of the country accessible to after sales service with a hub and spoke model where a major distributor in key cities supports neighborhood centers. Fiat team has been travelling across India on a K2K Passion Tour (Kashmir to Kanyakumari) for promoting this initiative. It offers a customer relationship manager to every owner of a FIAT car under its Amico program.