Tata Indica More car per car

IIPM PUBLICATION     

“Tata Indica’s launch dcampaign was aimed at repositioning the ubiquitous Maruti 800 as an inadequate car; and position Indica as the ‘More Car’,” shrugs M. G. Parameswaran, Executive Director & CEO-Mumbai, FCB-ULKA, the agency that has handles the Indica account. The “more car per car” campaigns struck a chord with the customer and the positioning stuck. Interestingly, in an age where TV is king, Indica depended only on the print media to deliver the punch. As Parameswaran points out: “Given the budget, we had to choose between spending some amount in press and some amount in TV. But our objective was to be seen as a dominant player, offering a really superior product; a ‘More’ Car.”

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Source : IIPM Editorial, 2006, Arindam Chaudhuri’s Initiative

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