With almost daily advances in automotive technology blurring the lines between models and with consumer expectations growing by leaps and bounds, Indian car companies are finding it a tough ask to differentiate their products purely on the basis of technical features and rational benefits. Which is why they are increasingly looking at advertising which focusses on the emotional payoffs accrued as a result of owning a particular car brand, especially in the higher-end segments.
But whether 'feel-good' advertising is all that will succeed when it comes to the value-conscious Indian consumer is fodder for another post altogether.
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