afaqs!

Fiat meets creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | November 30, 2012
The process that began a few days back is currently underway in Mumbai.

Italian automotive giant Fiat Motors India is in the midst of meeting with creative agencies. The process that began a few days back is currently underway in Mumbai.

When contacted, Fiat officials remained unavailable for comment on the development.

Fiat

However, highly placed industry sources have confirmed the news to afaqs!. Further, it is learnt that a few leading networked agencies have already been briefed.

The earlier creative pitch by the auto brand was held around August, 2011. After a closely fought battle that stretched for around three months, Saints & Warriors was awarded the creative mandate. A few months down the line, at the turn of the calendar year, the agency released a multi-media ad campaign to announce the launch of the then-upgraded versions of the Linea and the Punto. At the time, the talking point around the TVC was the fact that it was entirely shot underwater.

Before Saints & Warriors, the Fiat account was with Bates. The agency was handed the creative mandate for Fiat in February 2008, after a multi-agency pitch process that was initiated in October, 2007. Before Bates, Orchard Advertising (an agency brand from the stable of Leo Burnett) handled the account.

WPP-promoted Maxus Global has worked on the media duties of Fiat most recently.

Fiat India Automobiles is a 50:50 industrial joint venture between Fiat Group Automobiles and Tata Motors, originally incorporated in the first quarter of 1997.

The other big ticket auto pitch in the city is that of German luxury car maker Audi.

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