has aligned three of its new Chevrolet brands with McCann-Erickson. The brands include the Chevrolet Aveo, Aveo U-VA and the Optra SRV. While the decision to assign the Chevrolet Aveo to McCann was taken in October 2005, the other two brands have been aligned with the agency quite recently.
McCann already handles the Chevrolet Optra. The media duties for the three new brands have been aligned with Madison Media, which is the AOR for all GM brands.
Meanwhile, Rediffusion DY&R handles the Chevrolet Tavera and Chevrolet's corporate business. The media spend on all the GM brands are together around Rs 50 crore.
Anisha Motwani, director, marketing, General Motors India, says, "Although it is too early to disclose the positioning strategies for these three brands, the campaigns will use a 360-degree approach."
The media mix will include television, press, outdoor, radio and below-the-line activities.
The Chevrolet Aveo is a mid-size sedan, which was unveiled in 2005 at the Shanghai Auto Show; it will be launched in India in a few weeks from now.
The Aveo U-VA and Optra SRV will be launched in the next six months. The Aveo U-VA is a premium hatchback, which will compete with the likes of the Hyundai Getz and Maruti Swift. It will target people who are seeking a vehicle that matches their dynamic and trendy lifestyle. It can accommodate up to five passengers. The Optra SRV is a contemporary 'Sportsback'.
For the record, GM India is a wholly owned subsidiary of General Motors Corporation. Besides the Chevrolet Tavera, GM India manufactures the Chevrolet Optra and Corsa at its plant in Halol, Gujarat. GM India also sells the imported Opel Vectra and Chevrolet Forrester. In 2005, it sold 30,837 vehicles, which is an increase of 18 per cent from 2004.
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