Automobile
Website
Involvement
Content, Strategy
The Client
A prominent French multinational automobile manufacturer, celebrated for its engineering and avant-garde design, gearing up to expand into the Indian market. As a world-renowned leader in the automotive sector, the company specializes in crafting a diverse array of vehicles, including Electric Vehicles (EVs), all while maintaining an unwavering commitment to providing unparalleled “comfort”.
The Ask
Craft engaging marketing collateral in the form of visually stunning product brochures, strategically designed to introduce and showcase the latest additions to our client’s vehicle line-up – two innovative models in the hatchback and electric vehicle categories. The print versions are tactically positioned within showrooms to captivate and inform potential customers.
The Challenges
- Navigating the task of harmonising the brand identity of a French automobile within the diverse automotive landscape of India, striking a delicate balance between cultural resonance and mass-market appeal.
- Promoting an EV to an audience with limited familiarity in the category, requiring a strategic emphasis on consumer education to bridge the gap and cultivate understanding.
- Facing the complexity of promoting a vehicle centred around extensive customizations. While offering a unique selling point, the challenge lay in effectively communicating the array of customizable features without overwhelming the audience, ensuring that individuality and personalization resonated with potential customers.
Our Approach
- Identifying the target audience: Although the cars boasted mass market appeal, our approach involved a focused identification of the target audience – Yuppies. These are young Indian couples and professionals who prioritise personal branding and individuality, values we chose to reflect in the content.
- Capturing brand essence: In our content strategy, we aimed to unveil vehicles that not only honoured the brand’s legacy but also spotlighted their attention to comfort and customisation. All while emphasising the company’s role in trying to reshape the Indian automobile sector.
- Addressing EV Concerns: Recognizing the substantial growth potential of the EV market in India, we acknowledged and addressed lingering concerns—availability, affordability, infrastructure, and range. The collaterals, strategically designed, played a pivotal role in consumer education, effectively dispelling these apprehensions.
The Result
Resounding client feedback underscores the brochures’ pivotal role in transforming the brand’s perception among an initially hesitant Indian audience. The positive response emphasises that our approach successfully achieved the delicate balance between the heritage, ethos, and style of the French brand, seamlessly interwoven with the cultural sensibilities of the Indian market.