In India, Euro bagged the account after a multi-agency pitch involving a number of WPP agencies. Volvo has hired Genesis Burson-Marsteller for PR, while media duties will be handled by MindShare. “We believe all three consultancies have the necessary capability to assist us in achieving our business objectives,” said Volvo Car India’s newly-appointed managing director Paul de Voijs. “The strong process assurance, research-based planning and understanding of our strategic and tactical goals differentiated their proposals.”
Euro RSCG will be primarily responsible for the launch of two new models in India, expected to hit the roads by August. The communication strategy for Volvo, while based on the global tagline ‘Volvo for life’, is pegged to be different from the traditional Volvo campaigns.
“Volvo is a luxury brand and we will treat it like one,” said Suman Srivastava, CEO, Euro RSCG. “Though different from what we have seen so far, the campaign will retain cutting-edge presentation and creative.”
While the integrated campaign will feature mainly above-the-line activities, Euro will build strong CRM and event-related campaigns, added Srivastava.
Currently, Volvo is awaiting Governmental approval to launch its new models in India.
Meanwhile Euro has lost its grip on the global business, with Arnold Worldwide and independent shop Nitro picking up Volvo’s global creative business, estimated to be worth US$150 million, after defeating Fallon in the final round. It is understood, however, that the review will not affect Euro RSCG’s hold on the business in Asia-Pacific.
It is also understood that the brief will include launch duties for two new Volvo models, the V70 and the XC70.
