Fiat gets into festive mood; launches new variants, and campaign

Fiat has begun its preparations for the festive season with a campaign for the newly launched 'Absolute' versions of the Linea and Punto.

Created by Saints And Warriors, the TVC shows a man bargaining for discounts across several situations. The situations include a restaurant bill, an auction house and a ransom demand for his son. His urge for discounts ends when he visits the Fiat showroom, where he's told about the various features offered in the Linea and Punto. He begins to ask for a discount, before he realises the features command the price.

On the brief received, Kiran Khadke, client servicing head, Saints And Warriors, said, “Fiat’s ideology is to design and build cars that exceed the expectations of the customer, be it in design, features or helpful technology. Keeping with this ethos, for the important festive season, Fiat has created a specially designed buzz model, Absolute Fiat Linea and Punto. The brief was to communicate to the TG that Fiat had an upgraded offering that offered a significantly better value proposition. The brief to the agency was to achieve this with TV, print and point of sale communication.”

On the TVC, Sartaj Jaffri, branch head, Mumbai, Saints And Warriors, said, "Keeping in mind the brand essence and product offering, and looking for alignments with the end consumer, the thinking was to build around the age old Indian insight of always looking for a great bargain. Taking this idea forward, the team envisaged a quirky and exaggerated persona, who despite being very well-off, had the propensity to bargain and seek a lower price, no matter what social setting he was in. So be it a posh restaurant, or upper crust auction house or even when ransom demands were made on his kidnapped son, he looked to haggle on the price. However, when faced by the amazing value proposition of the Fiat Absolute cars, even such an extreme bargain hunter was silenced. He couldn’t get himself to ask for more."

On the humourous route taken for the film, Shrenik Chedda, group head, Saints And Warriors, added, “Light humor and exaggeration sets the right tone for the film, and enables the communication to get past the natural barriers consumers have in their mind to an advertised claim.”

Apart from the TVC, outdoor, print, in-showroom banners and digital have also been used in the campaign. The campaign will be on air throughout the festive period.

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