Indiantelevision.com Team

(8 July 2008 5:00 pm)

NEW DELHI: Following its announcement of "limited period offer" for Chevrolet Spark, General Motors India has rolled out a marketing campaign that revolves around the car.

Chevrolet Spark, now available at a starting price of Rs 2,66000, is targeted at bringing first-time car owners into the Chevrolet brand.

The company has taken a 360 degree approach which encompasses print, electronic, radio, digital, outdoor, cinema, CRM, showroom support, direct marketing, mall display activity and rural activation.

"Our initial arsenal includes 25,000 cc of print, around 5,000 TV spots, 60,000 seconds of radio, 45,000 spots in cinemas and multiplexes, SMS blasts, e-direct mailers, direct mailers, hoardings, In-mall displays. It also includes a rural activation program across 11 states that will involve a road show. Further activities are planned that will leverage cross-promotions with brands that have similar quality and value propositions for the customer," said GM India VP sales, marketing and aftersales Ankush Arora.

The Spark has sold around 2 million units in approximately 100 markets since its launch, states the company.

Added Arora, “The special price is a result of improved localisation of the Spark coming out of operational efficiencies due to increase in production volume; it therefore should not come as a surprise that the Spark has sold over 2 million units in over 100 markets since its launch."

Meanwhile, GM India is currently focusing upon its service centre expansion plans and presently has 117 locations across India. Also, the company intends to roll out 125 sales points and 135 service outlets pan Indian by the end of this year.