Yuvraj Singh drives the Grande Punto

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | July 01, 2009
The cricketer has been roped in to endorse the new hatchback from Fiat

Fiat Grande Punto, for the first time, rode the Indian roads in the month of June. The hatchback was released in Europe in 2005.

The Punto will be endorsed by cricketer, Yuvraj Singh. An ad film has also been released to mark the launch of the car in India.

The film opens on a shot of whizzing tail-lights. On a dark night, Yuvraj Singh steps into the Grande Punto and is driving through the city. The VO speaks of not following the beaten track, but following your heart. The film is interspersed with Singh's cricketing shots.

& #BANNER1 & #The tagline is, 'A bold new drive', as the Punto is positioned as an aggressive, sporty car. "Thus, Yuvraj Singh was a good reflection of the car," says Tarun Khanna, marketing head, Fiat India.

The ad has been created by Bates 141. The media agency is Maxus.

On why the Grande Punto needed an ambassador, Khanna says, "The opportunity presented itself and we took it."

Presently, the Fabbrica Italiana Automobili Torino (FIAT) in India is utilising the electronic media, and print and outdoor activities will also be central to the campaign.

In order to facilitate test drives, dealer activities, titled 'Test Drive Weekends', were also undertaken at different locations.

Other hatchbacks in the category are Chevrolet Aveo U-VA, Hyundai i20, Honda Jazz and Maruti Suzuki Swift. Of these, only two have brand ambassadors -- Saif Ali Khan endorses Aveo and Shah Rukh Khan endorses the i20.

Bates 141 and Maxus also handle the duties of another Fiat car, Linea, which is a sedan. The car was launched earlier this year with a television ad as well.