Marketing cars: Driving digital

Don Bosco
Grey Digital India

Indian car buyers crave information, so it is vital that car brands communicate across multiple touchpoints, particularly in digital media, as Volkswagen demonstrated with campaigns for its Jetta model.

Cars in India have not just redefined commuting, they have become an important status symbol, with choice defined by individuals' spending power. Likewise, digital has redefined the way people communicate and express themselves. It has empowered people with limitless knowledge. Now people can find out about a particular model of a car, even before its launch. Active forums and communities in the digital ecosystem review and give their verdicts on every new launch. This has challenged marketers to create compelling conversations.