Dentsu helps promote Etios Motor Racing, rolls out TVC

The race, a Toyota initiative to promote motorsports in India, would be aired live on Neo Sports

BestMediaInfo Bureau | Mumbai | November 30, 2012

Etios Motor Racing (EMR) was introduced to reiterate Toyota's global concept of 'Waku-Doki' – which literally means fun and excitement – and at the same time create a pool of racing talent in the country based on their global motorsport initiatives. This year, Dentsu Communications, Bangalore, has conceived and executed the programme. The first edition of the racing series will be held in 2013 in Chennai and Gurgaon.

Sandeep Singh, Deputy Managing Director – Marketing, Toyota Kirloskar Motor, said, “Toyota Motor Corporation considers India to be a very important market. EMR seeks to contribute to the growth of motorsports in India by providing opportunities to young aspirants and developing talent from the grassroot level. Through the Etios Motor Racing initiative, Toyota is not only committed to Indian motorsports for years to come, but is also aiming to popularise the sport in the country. We do not comment on our marketing spend.”

Arijit Ray, CEO, Dentsu Communications, said, “Etios Motor Racing is a great example of how Dentsu Communications worked with the Toyota team in conceiving, planning and executing the EMR programme. Dentsu planned the entire Etios Motor Racing strategy, rolled out the property for Toyota, and is executing all the marketing communication and events.”

The property is being promoted via extensive national and local print, TVCs, and local radio stations for all on-ground activities. Neo Sports is the telecast partner for the races and will air it pre, live and post race.

Ray added, “There is a TVC already on air and Toyota is leveraging the popularity of India's national game, cricket. Toyota signed on Virat Kohli, one of India's youngest and most successful cricketers, to promote the property.”

The TVC:

Info@BestMediaInfo.com

Info@BestMediaInfo.com