Jaguar XE: Ready to Rule

Preeti Mascarenhas, Baljeet Singh and Ravishankar Subramanian

Car manufacturer Jaguar Land Rover used TV branded content, digital and social media to launch its XE model in India.

Campaign details

Brand: Jaguar XEBrand owner: Jaguar Land RoverLead agency: MindshareCountry: IndiaIndustries: Luxury automotiveMedia channels: Content marketing, Online display, Social media, Television,Budget: Up to 500k

Market background and cultural context

The automotive category in India is highly cluttered, with more than a dozen brands continuously fighting for share of voice. Even in the luxury automotive space, established brands like Mercedes, BMW and Audi garner a huge share of spend.

In such a competitive landscape, Jaguar – with a limited media budget – needed a distinguished communications strategy for...

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