Fiat launches the Abarth 595 Competizione at Buddh International Circuit
by Dharm Patel Marketing | August 11, 2015 | News
The much awaited Fiat Abarth 595 Competizione was launched in India on Aug. 4 at Buddh International Circuit in Greater Noida. The launch of the sports performance coupe was attended by about 100-strong media personnel, 70 dealers along with 30 customers and Fiat fan club members.
Encompass, which has been closely associated with Fiat for several years now, executed the launch of the car. The agency’s task was to suggest a theme that encapsulated the key features of the car, create a corresponding experience that brought out the same and suggest intriguing designs and engagements for the audience. The idea was to suggest a unique location for the same and a corresponding branding plan that would blend well with the communication and showcase the car at its best, hence giving all attendees a hands-on experience of the car.
The venue was suggested with an intention to not just launch the car, but to give the audience an opportunity to experience all the features that the car boasts of. The attending guests were divided into batches to ensure a seamless flow of the event, minimal waiting time and maximum time to experience not just the car but the brand values and post launch plan in the Indian automobile market.
The registration kits comprised Abarth merchandise like t-shirts, caps, Abarth dog tags and lockets. The media was welcomed by Kevin Flynn (President & MD, Fiat Chrysler Automobiles India) who discussed the key highlights of the car, launch of the Abarth 595 in the Indian automobile market and reinstated the arrival of The Scorpion! Ranjan Mitra (Head - Product Strategy & Planning, Fiat Chrysler Automobiles India) also addressed the gathering and discussed the make of the car along with the next few steps now that #The ScorpionIsHere. The conference concluded with the price unveiling of the Fiat Abarth 595 Competizione.
The audience then proceeded to the track where they were given a first-hand experience of the car, they were briefed and led by Rohitaaz (two times National Rally Champion) and Rakesh Kumar (COC for the National Racing Series and National Karting Champion). Four Abarth 595s were present at the track for the audience. Every guest was given two laps around the ginormous track. Interested individuals were also given hot laps by the two instructors. Branding and other engagements around the venue kept the audience perpetually engaged and informed.
Speaking about the launch, Ashok Jaiswar, DGM & Head - Brand Communication, Fiat Chrysler Automobiles India said: “Bringing the much awaited premium brand Abarth to India was one big moment and a challenge in itself. Abarth 595 known for its sporty performance and targeted towards connoisseurs with a premium lifestyle, had a different design language when it came to communication and building an experience. Handling the race-drive event for more than 200 people doing multiple laps, a press conference and a separate product immersion event for dealers across the country, was a good experience in itself. The event was well-coordinated by Encompass with the Fiat team. We’re looking forward for more such engaging events in the future!”
Adding further about the event, Rohan Patil, Client Servicing Director, Encompass Events said: “It was the first drive experience of its kind for Fiat and Encompass was all geared up to put its best foot forward to make this happen. Suggesting a venue like Buddh International Circuit, that hosted the Airtel F1 Grand Prix, for a sports car launch, was where we made our first mark! There were multiple limitations faced with respect to the geographical location, weather conditions and vastness of the venue, but accomplishing everything that was planned was very exhilarating! It turned out to be a great experience for the team. It has been a complete honour working with the Fiat team, which has such impeccable attention to detail. It has been a major contributor to the success that the event was. We look forward to more such opportunities in the future.”
Encompass, which has been closely associated with Fiat for several years now, executed the launch of the car.