Clients
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto
  • Corporates / Auto

CASE STUDIES > Corporates / Auto


Ashok Leyland

Ashok Leyland is the flagship company of the Hinduja Group that had a brand personality of being rugged and reliable. As the second largest manufacturer of commercial vehicles in India, Ashok Leyland, still had a strong hold primarily in the Southern market. However, in the auto segment, the vehicle was not as glamorous as its counterparts. The brand route proposed by Perfect Relations was to follow activities centered on Performance and Leadership, Financial Communication, Corporate Governance and Social Responsibility. Perfect Relations' communication focus was on aspects of progressive technological advancements and highlighting the underlying superiority of Ashok Leyland over its competitors in the Northern region. High-decibel visibility was arranged through Driver Training institutes and other customer service initiatives such as AIDS awareness campaigns, and fuel efficiency (going green) campaigns were launched. These activities enabled a better understanding of how the company worked and also rated it high in the trust index, as a sensitive and responsible company amongst shareholders.

Hyundai

Hyundai, a largely popular automobile manufacturer, was entering the Indian market with the launch of Santro, in the small car segment that was still dominated by Maruti 800, with no corporate profile. The objective was to create a high-impact launch with the impending launch of Matiz and Indica. Thus, to create a corporate profile Perfect Relations suggested the key message that showcased Hyundai's commitment to the Indian market. Media visits, experiential tours of the state-of-the-art manufacturing plant, Technology, Design, Safety, Convenience and Lifestyle led feature stories were planted, along with dealer conferences, and auctions for army welfare fund were organised. Santro went on to overshadow other cars in the small car segment.

Mitsubishi Lancer

Mitsubishi Lancer, a family car built by Mitsubishi Motors, was first launched in 1973. The launch of the car in India was faced by a few challenges in terms of its competition where the luxury car segment in India included Honda, Ford, and Opel. Though Mitsubishi is an internationally known brand, it was launching a redesigned new car in India. Perfect Relations was given the task of building momentum for the launch, and create expectation to motivate potential buyers. Roadshows across the country, in 30 cities were organised six months before the launch, during which the cars were showcased in transparent trawlers, to enable nationwide visibility and unparalleled database. Three months before the launch, home shows and office shows in the form of presentations, interactive CDs, and test drives were organised at the consumer's convenience. 

Closer to the launch, Perfect Relations' focused on establishing Lancer as the best luxury car for India. Mitsubishi Lancer received unparalleled visibility and awareness amongst the target segment even before the launch, and was voted the best new car in the sub-compact (luxury-car) segment.

BMW

BMW, the parent company of Rolls-Royce motor cars, is known for its performance and luxury vehicles, and is a global leader in premium car sales. 2007 was slated for the launch of the BMW car, but by 2005, BMW wanted to set up its manufacturing plant in India. The challenges faced were of FIPB approvals, along with competing with other cars in the luxury segment. Perfect Relations segmented the market to target the right audience and position BMW as a refreshing, younger and more attractive alternative with a sophisticated and dynamic performance, as compared to the other luxury segment cars that were known to have a more mature branding. The communication thrust was structured and controlled to convey BMW's commitment to India. BMW became an aggressive player in the market segment, and was additionally successful for the reliability of its after sales network.

Mercedes Benz

Mercedes Benz is a division of its parent company Daimler AG, and is one of the most well known and established automotives brand in the world today. Mercedes Benz engines are the most superior in diesel technology. The objective was to establish a clear connect between the rich culture, heritage and lineage of the country and the brand. Perfect Relations implemented a pan-India drive with all the seven diesel models of Mercedes and a photo- op with the monuments in each city to make a Mercedes calendar, and a coffee table book, to create a local connect with the brand. The pan-India drive led to a good relationship of the auto specialist media and local media with the brand.

Skoda

Skoda became a wholly owned subsidiary of the Volkswagen group in 2000. The objective was to create excitement at the unveiling of Skoda Auto India's first SUV, Skoda Yeti, and amplify the capabilities of the compact SUV. Perfect Relations identified the media intelligence across all the publications for Auto Expo, and created teasers in a few media vehicles by using ‘Yeti’ paw marks. The impact analysis evaluated after the Auto Expo proved Skoda Yeti to be amongst the top three automotives present in the market.