June 14, 2014: Italian car manufacturer Fiat which is trying to relaunch and reposition its brand in India has rolled out a new campaign titled ‘Hello Life’. The new TVC which is an adaptation of a global film has been produced by Filmmaster, Spain. Fiat through this campaign is trying to convey the feeling of happiness and positiveness around the brand.
The company Fiat Chrysler which is trying to keep the brand afloat in India is planning to bring two new brands and do twelve major product launches in the next five years. As part of this the company has started ramping up the dealer network as well and Fiat is trying to increase it to 150 by the end of 2014. Fiat earlier had a tie up with Tata as part of distribution but that agreement came to an end in 2013 and since the company has started setting up its own dealer network.
The new TVC ‘Hello Life’ of Fiat has started going on air and looks refreshing. The new ad film shows people dancing on the streets with shots of cars from the Fiat portfolio being juxtaposed. The shots are similar to what is there in the original video of the song from the album Pharrel William’s ‘Happy’. Speaking about the launch of new TVC, Nagesh Basavanhalli, President and Managing Director, Fiat Chrysler India Operations was quoted as saying “We have imbibed the philosophy of ‘Hello Life’ in India that has catapulted us to success. We are not only committed to bring the best technology in automobile industry to India but also the best-in-class sales and service.”
Fiat apart from this campaign would also be promoting the concept of ‘Hello Life’ by encouraging new talent in fashion, music and art. The youngsters would be showcasing their talent at Fiat Caffe’s in Bengaluru, Pune and Delhi.
Fiat ‘Hello Life’ campaign
[youtube height=”HEIGHT” width=”WIDTH”]https://www.youtube.com/watch?v=-pk9_vHcsYY[/youtube]
