The launch of Spark marks GM’s first real push into the small car category in India, currently dominated by Maruti, Suzuki and Hyundai, and is a break from GM’s more traditional emphasis on mid-sized vehicles. Burnett won the business following a competitive 10-way pitch.
Anisha Motwani, marketing director of GM India said: “Leo Burnett has crafted a unique positioning for the brands that relies on the inherent product strength, but manages to be unique and clutter-breaking in the segment.” The win consolidates Burnett’s hold on the global GM account regionally and globally, with the network currently handling the auto giant’s business in other Asia-Pacific markets.
