Scorpio: Monetising brand love in age of near-zero spends for Scorpio

Scorpio, a car manufacturer, launched a campaign in India to measure the halo impact of all brands in the portfolio, maintain/grow sales with minimum investment and use decay/carry-over effect to stretch the limited investment over the entire year.

The objective

Passenger Vehicles & UV Segment, in 2019, was already facing one of the biggest declines in over two decades as rising uncertainties, BS6 implementation, difficult financing & economic slump. New high spender entrants such as Kia...

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