MAM
Fiat’s 8 week ‘Make the move’ campaign
BENGALURU: What does an automobile seller do when it’s seen its sales numbers fall year on year and it has split with its major sales/distribution partner? In a bid to try and double its sales numbers from less than 10,000 units (from less than 1 per cent) of the passenger car market in 2012-13, Fiat Group Automobiles India Private Limited (FGAIPL) has planned a strategy resting on three pillars – product, brand and network strategy. And with that strategy in place, the company plans to double its market share every year for the next three years.
To that effect, on the brand front, starting 13 April 2013, the company launched a 360 degree campaign to run for eightweeks (or two months, if you will) ‘Make the move’ campaign conceptualised by Ogilvy. The campaign encompasses television, initially with a 60 second TVC which has been pruned to 30 seconds and has three mix-n-match variants; uses print, digital, outdoor and local event based radio. On television, besides the conventional mainline and regional GECs’, news and entertainment channels, the campaign had its share for 10 days of the on-going IPL season 6 limelight. Media buying is through Maxus.
From the product point of view, the company has planned what it terms as an exciting line of launches over a two year period. In fiscal 2010, Fiat sales figures in number of units were 24,000, the next year 16,000 and last year just 10,000 units. It expects to grow its sales volumes and market share with newer products.
After parting ways with Tata Motors on the sales front, FGAIPL, which commenced sales operations last year, launched its first CAFFE dealership store in Bengaluru and its third after Pune and Mumbai in India today. India is the only country among 11 others that has three CAFFE dealership stores, all other countries have one each until now. The Bangalore dealership is FGAIPL’s 54th dealership, with another 21 to be opened over a three month time frame. FGAIPL had announced that its dealership network in the country would be 112 numbers over the next year or so and is confident of reaching 100 stores by the end of the current fiscal.
Brands
Sony Pictures Networks India names Shruti Aneja as lead – agency partnerships & key network initiatives
Aneja takes charge to deepen agency ties and boost revenue across Spni channels
MUMBAI: Sony Pictures Networks India has appointed Shruti Aneja as lead – agency partnerships, signalling a fresh focus on closer collaboration with advertising agencies and a sharper push for revenue growth across its channel portfolio.
In her new role, Aneja will chart strategic engagement with agencies, unlock new revenue streams, and nurture long-term partnerships. Her mission includes driving sales performance, adding value for clients, and delivering inventive solutions for advertisers — cementing Spni’s position as a preferred media partner.
Aneja brings over 12 years of experience with Spni, having risen through the ranks from manager to associate vice president. She has led high-performing sales teams across key clusters including sony hindi gec, free-to-air channels, and english entertainment channels like pix, axn and bbc earth.
Her track record includes driving integrated ad sales for popular shows such as Celebrity MasterChef, Indian Idol and Superstar Singer, pioneering first-time brand integrations, and repositioning channels for maximum impact in both urban and rural markets.
Aneja’s approach combines content-first thinking with solution-led selling, focusing on empathy, insight and storytelling that resonates with audiences and brands alike. Colleagues praise her knack for building trust with agencies and clients while spotting innovative ways to convert ideas into revenue.
With this appointment, Spni aims to strengthen its agency relationships and continue delivering compelling advertising solutions that combine creativity with performance.
