The account, estimated to be worth Rs 12 crore, was handed to the agency without a pitch, “based primarily on our brand and creative strategy on Incredible India, Indigo Airlines and Royal Enfield Motorcycles campaigns,” said V Sunil, executive creative director, Wieden & Kennedy India.
A1GP will bring together 25 nations to compete as equals, without financial or technological advantage (all A1 teams drive identical cars, soon to be powered by Ferrari).
The agency has a clear three point brief: increase awareness of high-performance motorsport A1GP and A1Team India amongst Indian consumers; create a cool new Indian sports brand and create compelling proposals including merchandizing ideas, cross-promos, and packaging for potential commercial partners and sponsors.
“Though the campaign will break with a film in the next three months, we have just finished brand development and are currently in a digital phase: revamping the site and driving social media to the site via web optimisation,” explained Sunil.
According to Sunil, what makes A1GP truly unique is its mass appeal. “As it stimulates the natural patriotism instilled in every person, A1GP extends far beyond the traditional motorsport fan base to include everyone who is passionate about their nation.”
