MAM
O&M highlights Fiat Linea’s unique features
MUMBAI: Ogilvy & Mathers has created a new campaign for Fiat Group India’s flagship brand Linea.
The campaign showcases the unique features of the car and the unmatched engine technology, mentioning that it is a fully loaded car which one looks for in C+ segment car.
Ogilvy & Mather group creative director Manoj Sheety said: “Most of the features being spoken about these days have already been around, for a while, in the Linea. But of course, we didn‘t want to say it like that, lest we sounded pompous. So came the elegant idea of introducing an antagonist who represented competition and his eventual discomfiture. So our point was made in a sophisticated manner using a prevalent Indian insight.”
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The campaign highlights that the Linea is packed with enviable features, including rain-sensing wipers, automatic lights, best in class ground clearance, Blue & Me with voice commands, dual stage front airbags, advanced multi-jet and T-jet engines.
Fiat Chrysler India Operations president and managing director Nagesh Basavanhalli said: “Fiat has been a pioneer in engineering excellence and it is supported by superlative Italian style. The new Linea TVC leaves the viewer in awe of the segment redefining features and technologically superior engine of the new Linea. The depiction is made in a subtle manner that leaves the new Linea in a class of its own.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
