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Fiat India reviews creative duties, pitch process begins

The account of the Italian car major is estimated at more than Rs 40 crore. The incumbent agency is Bates 141.

Pallavi Goorha Kashyup | Mumbai | September 5, 2010

Italian automotive company Fiat Motors India has called for a creative pitch. The account size is estimated to be upwards of Rs 40 crore. The incumbent agency is Bates 141 which has been handling the account since October 2008.

Fiat Motors India reviews its creative duties every three years. Maxus Global is the media agency on record for the company. Only internationally aligned agencies are allowed to participate in the pitch.

The brief given to agencies participating in the pitch is come out with strategies to revive the Fiat brand in India. It may be mentioned here that Fiat, despite being a global auto major with many marquee brands, is yet to find a strong foothold in the fast-growing Indian automobile market. Fiat of Italy owns five internationally renowned brands: Fiat Automobiles, Alfa Romeo Automobiles, Lancia Automobiles, Abarth and Fiat Light Commercial Vehicles. It makes renowned brands such as the Ferrari, Maserati, Alfa Romeo and Lancia besides Fiat branded cars.

Leo Burnett and Bates 141 are learnt to be among the agencies in the multi-agency pitch. The first round of presentations has already taken place. The second round of presentations is scheduled to take place in the second week of this month.

In India, Fiat has a distribution arrangement with Tata Motors, whereby it uses Tata Motors dealerships to market its brands.

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