GM India is using clippings of news articles about its vehicles. The
print ad, developed by McCann-Erickson, aims to reassure potential
buyers that GM cars have a range of in-built quality features. This is
underlined by the tagline, 'With General Motors, quality is standard
equipment', and newspaper clippings, which are pinned alongside the
visuals of three GM cars available in India. Johnny Oommen, GMI
advertising manager, said: "We had earlier released similar campaigns on
spare parts prices, which are lowest. These ads are about the overall
quality of the car."
Ford, which is launching the Mondeo, is emphasising its quality promise
more aggresively. The Hindustan Thompson ad claims: ' It's a gene pool
anyone would envy. How does one explain such a line-up?'