Following a multi-agency
pitch, Madison Media, Delhi, has bagged the media duties for General Motors (GM). The size of the business is estimated to be around Rs 50 crore. Universal McCann was the incumbent agency. Although the names of the agencies couldn't be ascertained, it is learnt that quite a few Delhi-based media agencies had been in the fray.
Anisha Motwani, director, marketing, General Motors, says in an official communiqué, "Madison Media impressed us both with their strategic recommendations and commitment to getting us the best bang for our buck. We are hopeful that the agency with its strong credentials will help the Chevrolet brand scale new heights of success."
An enthused Sam Balsara, chairman and managing director, Madison Communications, says, "We are certainly glad to have won the most sought after and prestigious General Motors business, but we are delighted that we have won the business on our terms."
He adds, "We follow a very disciplined approach at pitches and make no exceptions for the size or reputation of the client. And I believe large advertisers ultimately appreciate this."
The account will be serviced by Madison Media Plus, headed by Basabdatta Chowdhuri, out of Delhi. Chowdhuri will report to the Madison Media group CEO, Punitha Arumugam. The account will be headed by Prasun Kumar.
General Motors is the world's largest automaker and the largest advertiser in the US. As per the US Measured Media Spend 2004, General Motors spent around Rs 12,586 crore last year on advertising its brands.
GM's Chevrolet has been a heritage brand of the US for the last 100 years. It has constantly updated itself to remain contemporary.
GM is one of the fastest growing automobile companies in India, showing a growth of 73 per cent in 2004 and a 33 per cent growth between January and August 2005 over the same period last year.
GM India is a wholly owned subsidiary of General Motors Corporation. Besides Chevrolet Optra, GM India manufactures the Chevrolet Tavera, Opel Corsa, Opel Corsa Sail and Opel Swing at its facility in Halol, Gujarat. GM India also sells the imported Opel Vectra and Chevrolet Forester.
Buoyed by the success of its two brands, the Chevrolet Optra and the Tavera, GM is planning to roll out three more exciting new cars in 2006.
Both Chevrolet Optra and Chevrolet Tavera are recognised as big marketing successes with a distinctive positioning in a category crowded with undifferentiated communication.
GM is now making heavy investments in positioning Chevrolet as a truly 'glocal' brand - a global brand with local values. It is initiating a wide range of brand-building measures to consolidate the Chevy brand equity in the country.
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