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Fiat drives in with a Linea campaign

Conceptualised by O&M, the campaign reiterates that the Linea is every bit as fancy and equipped as any world class car

Sohini Sen | Mumbai | August 27, 2013

Click on the image to watch the TVC.

Fiat India is back on air with their latest TVC for their flagship brand Linea. The company has been making strong moves in the market since early this year. The campaign follows the launch of Fiat's Linea T-Jet in June 2013. The 30-second TVC has been conceptualised by Ogilvy & Mather and went on air earlier this month.

Nagesh Basavanhalli, President and Managing Director, Fiat Chrysler India, said, “Fiat has been a pioneer in engineering excellence and it is supported by superlative Italian style. The new Linea TVC leaves the viewer in awe of the segment redefining features and technologically superior engine of the new Linea. The depiction is made in a subtle manner that leaves the new Linea in a class of its own.”

The TVC is a not so subtle reminder to the audience of how unbelievably loaded the Linea is or has been. A car that had captured people's imagination with its beautiful Italian styling, powerful and advanced engines is also a technologically loaded car. Priced between Rs 7.6 lakh and Rs 8.8 lakh (ex-showroom, New Delhi), the new Linea is Fiat India's hope for expanding its market share.

The TVC opens with two friends driving around in the Fiat Linea. While one of them starts to tell the other about how the fancy cars in America come equipped with smart features like automatic headlights when it becomes dark, the car passes through a tunnel and the headlights come on. The friend is impressed but continues to show off about American cars and their automatic rain-sensing windshield wipers and auto call receiving facility, before realising that the car he is driving in has all of those and more. The friend finally realises that the Fiat Linea is every bit as fancy and equipped as any world class car.

The campaign is a reminder of how the Linea is packed with enviable features, including rain-sensing wipers, automatic lights, best in class ground clearance, Blue & Me with voice commands, dual stage front airbags, advanced multi-jet and T-jet engines.

Manoj Shetty, Group Creative Director, Ogilvy & Mather, said, “Most of the features being spoken about these days have already been around for a while in the Linea. But we didn't want to say it like that, lest we sounded pompous. Somewhere along the way came the elegant idea of introducing an antagonist who represented competition and his eventual discomfiture. So our point was made in a sophisticated manner using a prevalent Indian insight.”

The TVC:



Client: Fiat

Agency: Ogilvy & Mather, Mumbai

Production House: Showandtell Productions


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