The agency secured the business following a pitch that also included FCB Ulka, Grey and incumbent Leo Burnett. Despite a long history in the country, and a recent joint venture with Tata Motors, Fiat’s Indian performance has struggled in recent times.
In conjunction with Tata, which will handle marketing and distribution, the company will launch the Linea and Grande Punto marques into the market this year.
“They are really serious about India,” said a source involved in the review. “But the problem has been distribution. Now, with Tata, it’s a win-win combination.”
