The win means that McCann will spearhead the India launch of the Chevrolet Aveo in 2006, a model that is being viewed as GM's bid to effectively compete in the country's dominant sub-compact category. The agency will also handle the recently-launched Chevrolet Optra, while Rediffusion DY&R has been assigned creative duties on the remainder of the auto giant's US$12 million business, comprising the Chevrolet Tavera and the corporate account.
GM's India business was previously handled by Enterprise Nexus, whose three-year contract came up for renewal this year. The ensuing pitch process featured the incumbent along with several other agencies. According to McCann Erickson India president Santosh Desai, Leo Burnett, RMG David, DDB Mudra and Grey were all involved in the process.
McCann's win marks its return to GM's India roster after a three-year hiatus, despite being a lead agency for the company worldwide. Media buying and planning for the accounts, meanwhile, were recently won by Madison Media, displacing incumbent Universal McCann. "It was comprehensive insight into consumers and a hard-hitting look at issues they face currently," said Desai of McCann's successful pitch. "We managed to eventually deliver that in creative that seemed to resonate."
The Aveo is viewed as GM's most significant car launch in the country since the Opel Corsa, battling the Suzuki Swift and Hyundai Getz in the premium hatchback segment.
With 80 per cent of Indian car sales coming from the sub-compact category, GM is reportedly hoping that the Aveo can drive an increase in its Indian share, which us dwarfed by Hyundai and Tata.
"Because GM is on the threshold of really big things in India, to be associated with the brand that will make that possible is really exciting," confirmed Desai.
The win follows McCann's 2004 appointment to launch Chevrolet in China.
