After multiple activations, Fiat Avventura finally launches officially
by Dharm Patel Marketing | November 7, 2014 | News
Fiat Fiat Avventura Encompass
After multiple activations in malls and airports, the Fiat Avventura finally launched officially for the media and dealer partners across multiple cities. The main launch at Taj Palace in Delhi on Oct. 21 was followed by regional launches in Hyderabad, Bengaluru, Chennai and Ahmedabad, concluding on Oct. 31. Encompass managed the events, with its role comprising conceptualizing thematic components of the event, collaterals, content creation, designing sets and complete execution.
Being the global premier of Fiat Avventura, the launch had to be synonymous with the importance of the event. The buzz from the main launch was to be sustained and continued through the various regional launches. Encompass was responsible for co-creation of the content that helped affirm and elevate the positioning of this car.
Roshan Abbas hosted the event, which saw the conclusion of the ‘Fiat Avventura – Live Alive Digital Contest’. One of the winners of the contest was invited to attend the event and share her experience of the car and the lifestyle she got to try thanks to it. The Avventura was stylishly revealed as Nagesh Basavanhalli (President & MD, Fiat Chrysler Automobiles India) announced the price of the vehicle, before an extensive media interaction followed. A special photo wall was created wherein the media got glimpses of the various entries in the contest.
Commenting on the planning of these events, Sanjay Gopalakrishnan, Head of Marketing, Fiat Chrysler Automobiles India, said: “The challenge was to do better with every new launch event, improving substantially over all past events. This was the aim and hence a couple of new ideas with brand communication team and agency examined to finally arrive at this event, which helped them get impact and deepen the right association of the car. After having created good impact at the 12th Auto Expo, we created a good hype right from pre-launch phase till this event happened, nicely supported with solid content targeted towards the target customer who seeks a very sporty active lifestyle, steps out and lives alive to the fullest. It was another good event to go on good records with Encompass.”
Adding further, Vipul Pathak, Senior Manager - Client Services, Encompass said: “Having managed the Fiat stall at the 12th Auto Expo and the product launches of Fiat Linea and Fiat Punto Evo, Encompass is well-tuned with the DNA of the Fiat brand, which reflected clearly in the launch of Avventura as well. Thanks to the continuous support from the Fiat team, it was an exciting experience as we overcame various challenges presented in terms of venue selections and content creation to execute an event which successfully lived up to the Fiat benchmark and has set a precedent for the various international launches of the Avventura that will follow in due course."
Encompass executed the multi-city media launch, held across Delhi, Bengaluru, Chennai, Hyderabad and Ahmedabad.