At a gala event in Mumbai, Fiat India launched a new “Hello Life” campaign to convey the feeling of happiness and positivity around the brand. The zestful campaign “is inspired by the Italian way of life” according to the company. Fiat also took the opportunity to showcase its 2014 line up of vehicles, in slides.
The year 2013 was to be the turnaround year for the company and Fiat India has achieved a growth of 41% in terms of sales, however, a lot is left to be desired. Though they claim to be the fastest growing automobile company in India, yet they are one of the least sellers in the country.
Through this ‘Happy Life’ initiative, Fiat plans to promote new talent in fashion, music and art who stand for the concept of ‘Hello Life’ celebrating people who live life intensively, passionately and without any reservations. These new talents will get a chance to showcase their talent at FIAT Caffe, a lifestyle lounge located in Bengaluru, Pune and Delhi. Ms. Alisha D’lima was first among the talented ‘Hello Life’ ambassadors who showcased her designer line ‘aliishadliima’ at the launch of the ‘Hello Life’ campaign.
Upcoming Products & Plans:
Fiat has plans to bring two new brands (Jeep & Abarth) and will launch twelve major products in the next five years. They have also ramped up their dealer network and are focusing on increasing the total number to 150 by the end of this year. Currently, Fiat has 116 exclusive dealerships and 107 workshops in the country. Fiat also provides a customer relationship manager to every owner of a FIAT car under its Amico program.
Within this year, the company had planned four major product launches which include Avventura, Abarth 500, new Punto and the already launched new Fiat Linea. Punto facelift is expected to be launched next month, Avventura and Abarth 500 following a little later.
Fiat Hello Life Campaign Event Slideshots: