How do you make an 'all-American' entity like Chevy into a successful Indian brand? So successful in fact, that it gets ranked as the third best brand across all product categories and the best Indian automobile brand at the Ninth Annual Business Standard Brand Derby.
Well, the guys at the helm think that their strategy to...
...use communication that tugged at the heartstrings and struck a chord with the strong cultural values and relationship-driven sentiments of the Indian consumer seems to have done the trick. Case in point? Family bonding: be it via the 'husband and wife' ad for the Optra or the (in my opinion, rather loopy) 'teddy bear takes a nap' ad for the Tavera was one of the cues that the company thought was worth cashing in on. And to their credit, it seems like their hunches were bang on.
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