Fiat: Big deal

By Devesh Gupta , afaqs!, New Delhi | In Digital | December 02, 2013
The brand's digital initiative attempts to make the consumer feel big.

Automobile brand Fiat that recently launched a new variant for its sedan Linea has launched a digital initiative to promote the brand. Titled 'Feel Big', the initiative attempts to make the consumer a hero.

It requires the user to register through his/her Facebook account, which then sources the user's display picture and integrates it into a small video (

The video shows the user who wakes up and gets ready for his work. While reading the morning newspaper, he finds out that he is the new superstar. Through the day, he finds the same thing about him on the television and billboards. Fans stand outside his house and wave at him on the road. He finally reaches his office, where he is greeted by his colleagues like a celebrity.

Users can share the video on the social media platforms. The video has been created by Maxus, the digital agency of GroupM.

Speaking about the initiative, Unny Radhakrishnan, head, digital, Maxus South Asia, says, "The whole idea is to make the consumer feel big. It is about promoting the upgraded version of the Fiat Linea. The brief was to simply make the consumer feel like a celebrity."

The automobile brand has not yet started promoting the initiative but claims to have garnered more than 500 videos since the start of the campaign (it began last week).

Maxus is a media agency of GroupM and Maxus Digital is the digital arm of Maxus. It offers services in digital consulting, media, creative technology and social. Some of its clients are Nokia, Google, Vodafone, Titan, Nestle, Hero MotoCorp, Perfetti, Redbull and Fiat.

Fiat India recently launched its entry level Sedan, Fiat Linea, priced at Rs 5.99 lakh. The other brand from Fiat is Punto. It aims to come up with 100 dealerships across the country by the year end.

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