Punto Evo: Great just became interesting

This case study shows how Fiat, a car brand, managed to grow awareness and sales by targeting a younger Indian audience through a rebranding campaign.

Punto Evo: Great just became interesting

Soumitra Patnekar

Campaign details

Brand Owner: FiatLead agency: Grey Group IndiaBrand: Punto EvoCountry: IndiaIndustry: Compact, small family carsMedia: Direct marketing; Events and experiential; Internet - display; Magazines - consumer; Outdoor, out-of-home; Print - general, unspecified; Sponsorship - event, property; Television; Word of mouth, advocacyBudget: 1 - 3 million

Market background and cultural context

Fiat – a 40-year old brand with limited legacy

Fiat has been in India for the past four decades. However, the only time it had managed to create...

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