Fiat India seeks new advertising agency

After mapping the crests and troughs over its 50-year presence in the Indian car market, Italian car maker Fiat is getting geared up for a comeback.

Some time ago, Fiat has announced the India launch of the Grande Punto and Linea sedan in 2008. Past models include the Siena, the Uno, and the Petra. Presently in the market with two models, the Palio and the Palio Adventure, the company has a manufacturing and distribution association with Tata Motors.

Globally, Leo Burnett manages the Fiat brands in close to 32 markets. In India too, Fiat's brand has been managed by Leo Burnett India, for the past six years.

However, in April 2007, Leo Burnett India won creative duties for competitor General Motors' newly launched Chevy Spark, and handed down Fiat to its sister concern, Orchard Advertising, which is probably the reason for Fiat India to call for a pitch.

According to industry sources, the company has invited almost three agencies to make presentations to Fiat executives shortly. The company plans to become more aggressive in its advertising, and is expecting to break even by end 2009, having launched new models and made its presence felt in the Indian market, once again.